Iran's cultural heritage to change image

Iran's cultural heritage to change image

ESFAHAN, Iran (AFP): Dorothea, a 69-year-old German, stands mesmerized before the blue dome of the King's Mosque in Esfahan.

Iran is counting on Dorothea Aschever and thousands like her to change the country's image abroad.

"I was a little nervous about it before coming, but we have not had any problems during our stay," said Dorothea.

Nasrollah Mostofi, in charge of tourism at the ministry of culture and Islamic guidance, said: "Foreigners have a false picture of Iran and worry that they won't be safe. We hope tourists will act as ambassadors to change this bad impression."

The typical tourist is retired, interested in culture and eager for new horizons -- and not too demanding as far as comfort goes.

"In 1998, we earned US$450 million from tourism, and we hope to bring it to five billion by 2004," said Mostofi.

In order to achieve this ambitious target, the authorities say they are ready to make a number of concessions -- but only within the limits of Islamic rules.

"The law demands that women cover their heads, and wear a coat, but the rules are not as strict for non-Moslems," he said.

Most women tourists do dispense with the long coat, preferring instead to wear a long loose shift, and a light head scarf.

Drinking alcohol remains strictly prohibited, and men and women cannot go swimming together either.

Azar, 45, an Iranian guide, understands that being forced to comply with the dress code significantly restricts visits to spring and autumn and to older tourists.

"If we want to be successful, we have to improve the comfort of our hotels and the quality of the service we offer," said Mostofi.

As Iran loosens up, it has already become easier for groups to obtain visas, and procedures are now to be simplified for individual travelers.

"In our new vocabulary, solo travel is a right," said Mostofi. Sonia Wolf