Iran plans to hold the fifth edition of its gastronomy festival in Armenia as part of efforts to promote cultural ties, tourism, and handicrafts between the two countries, according to Anoushirvan Mohseni-Bandpei, deputy tourism minister of Iran. The announcement was made during a ceremony at the Ministry of Cultural Heritage, Tourism and Handicrafts on August 3.

The festival, which has been successfully organized four times previously in Armenia, reportedly attracted approximately 30,000 visitors, highlighting its potential to engage targeted audiences and enhance public diplomacy. Mohseni-Bandpei emphasized that the event aims to showcase Iran’s culinary heritage, traditional souvenirs, and handicrafts, while also supporting the private sector by reducing the need for direct government involvement in related processes.

Describing cultural festivals as an effective tool for "soft diplomacy," Mohseni-Bandpei suggested that such initiatives could counter negative media portrayals of Iran by fostering connections between different nations and promoting mutual understanding. He also pointed to the existing tourism exchanges between Iran and Armenia, noting that both countries are significant destinations for each other’s travelers and that cultural cooperation could further strengthen their relationship.

Officials involved in organizing the upcoming festival have reportedly reviewed evaluations from the previous editions to guide improvements and enhance the event’s quality. However, no specific date has yet been announced for the fifth festival.