In Iran, tourism is becoming one of the few spaces where women can earn, lead and be seen even as the system around them works to keep them out, states a new study from the University of Surrey.
The research, published in the Annals of Tourism Research, argues that women in Iran’s tourism industry are navigating state control, religious authority and deep-rooted ideas about what a woman should be.
Women use the tourism sector to run guesthouses, lead tours, sell online souvenirs and manage hotels. Yet they face heavy regulation on movement, dress and independence. Many still need male permission to travel or complete paperwork. Others encounter quiet barriers such as being passed over for promotion because leadership is seen as a man’s role.
Albert Kimbu, co-author of the study and Professor of Tourism Management at the University of Surrey, said:
"People think tourism is neutral. What we found is that in Iran it is deeply political. Every time a woman leads a tour, runs a hotel or sells her work online, she is pushing against rules that were never built for her. These women are changing society in small everyday ways and that is what makes it powerful."
The study is based on in-depth interviews with 18 women working across Iran’s tourism sector including hotel managers, guesthouse owners, tour guides, entrepreneurs and trainers. Interviews were conducted in Farsi, then translated into English and analysed.
Women described how they comply when they must, negotiate when they can and resist where it is safest. Some present their work as an extension of caring or culture to make it socially acceptable. Others quietly build networks, mentor younger women or grow businesses online to avoid gatekeepers.
The research concludes that real change is not driven by slogans but by practical support. Iranian women benefit most from peer networks, mentoring and discreet access to training and finance. Digital platforms also matter, allowing women to build visibility and income beyond local control.
Professor Kimbu continued:
"Tourism policy alone will not bring equality. Change only sticks when women are supported on the ground with skills, networks and financial routes they can actually use.”
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