MASTER'S THESIS

The Study of Achaemenid Empires

Strategies and Tourism Development

Seyedeh Hoda Hendi

Sara Mirfakhraei

Master program
Business Administration

Lule University of Technology

Department of Business, Administration, Technology and Social Sciences

MASTERS THESIS

The study of Achaemenid Empires

strategies and tourism development

Sarah Mirfakhraei
Seyedeh Hoda Hendi

Lule University of Technology

Master Thesis, Continuation Courses
Tourism and Hospitality Management
Department of Business Administration and Social Sciences
Division of Industrial marketing and e-commerce

The study of Achaemenid Empires

strategies and tourism development

Supervisors:
Dr. Kamran Mohammadkhani
Dr. Joao Sarmento

By:
Sara Mirfakhraei
Seyedeh Hoda Hendi
January 2011

Abstract
Persia, a country with over 2,500 years of history which is now called Islamic Republic
of Iran has been governed and ruled by different kings and empires. From the point of
view of many researchers Achaemenid Empire was one the most glorious periods of
Persian history. Rezaeian (2004, p.16) argues that Persia on Achaemenid
period. Extended from the borders of India in the east to the Greece on the
Mediterranean, down to Egypt and Ethiopia in Africa and up to what is Russia and
Eastern Europe. It is evident that strong and very effective strategies and laws were set
to bring twenty-eight nations together at that time.
The main reason to choose and study Achaemenid era from a travelling and tourism
point of view is the fact that history reveals that Persia was safe, people and government
then were hospitable and the whole nation was politically stable. These elements
potentially make Iran, a suitable destination for travelers and tourists and nowadays,
highly effective on tourism industry.
As the first step, the research seeks out to identify the main strategies related to
travelling during Achaemenid era and identify the effects of Achaemenid strategies on
travel development then. The researchers goal is to find out how to implement these
strategies in todays tourism of Iran.
The present research enjoys descriptive method within the framework of historic
research methodology.
Keywords:

Strategy,

Achaemenid

Empire,

Achaemenid

strategies,

Tourism

development

Acknowledgements
First, we would like to thank the staff and principal of Lulea University and
also the International department of Institute of Training, Research and
Operational Consultancy for Tourism (Instroct)

We are also grateful to our supervisors, Dr. Karman Mohammadkhani and Dr.
Joao Sarmento who have advised us in few past months for our research.
Moreover, Special thanks go to Mrs. Sepehri who has done lots of efforts
during our education.

Furthermore, we should thank all our professors during our Study: Professor
Jafar Jafari, Professor Jenkins, Dr. Tomasevic ,Dr. Reza Mirmiran, Prof.
Parviz Piran, Mr.Arthur Henry,Dr. Metin Kozak and

We should express our deepest thanks and respect to our parents who have
patiently and generously helped us during our studies and have financially
supported us to continue our education.

Finally we feel happy since we tried to prove cooperation and understanding

each other can lead to the accomplishment of a task whatever hard it be.

Sarah Mirfakhraei, Seyedeh Hoda Hendi

January 2011

ii

Table of Contents

Abstract.i
Acknowledgements.ii
Table of Contents...iii
List of Tables..vi

Chapter 1. Introduction1

1.1.

Introduction... 1

1.2.

Key Words..2

1.3.

Statement of the problem....4

1.4.

Significant of the study..4

1.5.

Literature review....5

1.6.

Objectives of the research..6

1.7.

Research questions.7

1.8.

Research Methodology..7

1.9.

Discussions of the further chapters....7

Chapter 2. Literature Review.9

2.1. Introduction..9
2.2. Key Words.10
2.2.1. Strategy....10
2.2.2 Achaemenid Empire..10
2.2.3. Achaemenid strategies.14
2.2.3.1. Safety and security ...14
2.2.3.2. Roads and Transportation.15
2.2.3.3. Accommodation...16
2.2.3.4. Education.17
2.2.3.5. Aesthesis..17
2.2.3.5.1. Art..18
iii

2.2.3.5.2. Persepolis (Takht-e-Jamshid)18

2.2.3.5.3. Health and Cleanliness19
2.2.3.6. Human right....19
2.2.3.7. Visa.20
2.2.3.8. Communication...21
2.2.3.8.1. Post ..21
2.2.3.8.2. Audio and Visual .22
2.2.3.9. Sustainability...22
2.2.4. Tourism Development...23
2.3. Literature review on travelers to Great Persia..25
2.4. Theories27
2.4.1. Sustainable Development28
2.4.2. Roads and Transportation...29
2.5. Conclusion...30

Chapter 3. Methodology.31
3.1. Research Purpose.31
3.2. Research approach32
3.2.1 Why historical method......32
3.2.2. Problems: delimitation and limitations 32
3.2.2.1. Primary data.33
3.2.2.2. People33
3.2.2.3. Research Method..33
3.2.2.4. Internet as reference..34
3.2.2.5. Time..34
3.3. Research Strategy34
3.4. Data Collection34
3.5. Sample Selection.35
3.6. Data Analysis..35

iv

Chapter 4. Presentation of Findings..37

4.1. Introduction....37
4.2. Major Discussions: Achaemenid strategies ...37
4.2.1. Safety and security ..38
4.2.2. Roads and Transportation.40
4.2.3. Accommodation...42
4.2.4. Education.45
4.2.5. Aesthesis..46
4.2.5.1. Art46
4.2.5.2. Persepolis (Takht-e-Jamshid)47
4.2.5.3. Health and Cleanliness.50
4.2.6. Human right....50
4.2.7. Visa.51
4.2.8. Communication...53
4.2.9. Sustainability..53
4.3. Data Analysis and result....53
Chapter 5. Conclusion and Suggestions..58
References..65

List of Tables
Table.1 A model of Sustainable development..28
Table.2 Caravansaries Distances ..41
Table.3 List of Achaemenid Strategies53

List of Figures
Figure.1 Chronology of Achaemenid Empire...14
Figure.2 Map of Great Persia....16
Figure.3 Cyrus Cylinder20
Figure.4 Achaemenid Soldier...39
Figure.5 Persepolis48

Note: In this thesis, all of the dates are according to Christian calendar. Dates
in solar calendar could be calculated by subtracting 621 years from Christian
dates.

vi

Chapter 1. Introduction
1.1. Introduction

There are lots of definitions of tourism in different context. Generally, Wall

and Matheison (2006, p.1) believe that Tourism is the temporary movement
of people to destinations outside their normal places of work and residence, the
activities undertaken during their stay in those destination , and the facilities
created and services provided to cater to their needs .

Within the competitive world of tourism, it seems that presenting a well

developed tourism program is of paramount importance to survive the
destinations. According to Goeldner and Ritchie (2003, p.439), Tourism
development looks attractive to both developed and underdeveloped countries
with the right preconditions- some combination of natural, scenic, historical,
archeological, cultural, and climate attractions. Also, Edgell, et al. (2008,
p.17) have discussed that tourism development should be in harmony with the
socio-cultural, ecological and heritage goals, values and aspirations of the host
community. Tourism development has a vital image for all countries which
have the potential to attract tourism.

According to Goeldner and Ritchie (2003, p.441), The relationship between

tourism and the community, state, regions and countries requires consideration
of many difficult issues: the quality of architecture, landscape, and
environmental design; environmental reclamation and amenity, natural
conservation; land use management; financial strategies for long term
economic development; employment; transportation; energy conservation;
education, information and interpretation systems; and more. One country in
order to remain in the competitive manner has to focus on the causes that
attract tourists to come and stay in the country. The components are quality of
roads, transportation, amenity, accommodation, attractions such as festivals,
natural and cultural attractions, and recreation. These are the most important
factors in tourism development.
Iran has a glorious history through the ages and it has a lot of cultural, natural,
and historical attraction to motivate tourism. One unique idea that came to
researchers minds is to focus on the history of travelling through the golden
age of Iran which is called Achaemenid Emperor. Cyrus the great who had a
unique idea to rule over the world was the first emperor of the Achaemenid
dynasty. Darius the third was the last emperor of this great era that was
defeated by Alexander. During this dynasty roads, caravansaries, posts, and the
great palace of Persepolis were developed. Researchers are looking through the
strategies of Persian Emperors about travelling at that time. Also, researchers
are looking for the vital aspects about tourism development and its necessities
for each country to focus on. The main goal of researchers project is to
present the main tourism strategies of Achaemenid era as a historical sample of
tourism in Persian history and provide the essential data on tourism plans and
strategies in todays Iran and discuss the matter of tourism development in this
context. Moreover, for sure there are lots of untold tourism facts on that era of
Persian history which is interesting and useful to present Iran as a rich country
in the matter of tourism and hospitality.

1.2. Key words

Achaemenid Empire: According to Britanica Encyclopedia Achaemenian
dynasty, also called ACHAEMENID, Persian HAKHAMANISHIYA (559-330
2

BC) is an ancient Iranian dynasty whose kings founded and ruled the
achaemenian emperor. Achaemenes (Persian Hakhamanish), the Achamaenian
eponymous ancestor, is presumed to have lived early in the 7th century BC ,
but little is known of his life. From his son Teispes two lines of kings
descended. The kings of the older line were Cyrus I, Cambyses I, Cyrus II the
Great, and Cambyses II. After the death of Cambyses II (522 BC) the junior
line came to the throne with Darius I. The dynasty extinct with the death of
Darius III, following his defeat (330 BC) by Alexander the Great (1995,
p.60).
As Rezaeian (2004, p.15), has mentioned In 559 B.C., Cyrus, one of those
rare leaders towards whom one cannot help but gravitate, laid the foundation
of the largest emperor the world had ever seen. Moreover in 330 B.C. during
Darius the third its majestic audience halls and residential areas perished in
flames when Alexander army conquered and looted Persepolis and, according
to Plutarch, carried 20,000 mules and 5,000 camels.
In another book , Iran: Seven Faces of a civilization (2007, p.48), Rezaeian
also mentioned between 550 and 520 B.C., the Achaemenid kings of Persia
established an emperor that stretched from the River Indus to North Africa and
from the Aral Sea to the Persian Gulf. It was the greatest emperor the world
had ever seen. After Cyrus, Cambyses kingdom was not so long and the next
one was Darius. During his reign and Xerxes, the son of Darius, the Persepolis
was built.
Strategy: According to Jafari (2000, p.562) strategy is the process followed
by tourism and other organizations to develop their strategic plan. A strategy
could be viewed both interactivity and linearly, meanwhile the perspective
taken by Jafari (2000) prefers the interactive process. Both long and short term
strategies are followed in managerial terms. What causes to be of major
importance in the strategy application is the creation and evaluation of the
mission statement which defines what business the firm is involved in, or plans
to be, and in what environmental field it will be completed.
Achaemenid strategies: According to Rezaeian (2007, p.48), to govern this
vast emperor, the Persian kings had not one, but four capital cities, at Susa,
Ecbatana, Babylon, and Persepolis. In addition to building monumental and
marvelous palaces in these cities, the Achaemenid kings also introduced highly
3

effective system of administration and an excellent communications network.

The Achaemenid Persians established an emperor unprecedented in the history
of humankind, for they were truly magnanimous to their subject peoples, ready
to tolerate and even to absorb foreign ideas.
Tourism development: According to Goeldner and Ritchie (2003, p.441),
tourism development must be guided by carefully planned policy, a policy not
built on balance sheets and profit and loss statements alone, but on the ideals
and principles of human welfare and happiness .
In addition Bhatia (2000, pp.36-37), discusses the elements of tourism
development in his book as follows:
the fundamental attractions of the tourism are: pleasing weather, scenic
attractions, historical and cultural factors, accessibility, amenities and
accommodation. These are the factors which help each country in the case of
tourism development. The country with no transport facilities, accommodation,
and amenities could hardly focus on tourism development as a factor to raise
the advantages of this vast industry.
1.3. Statement of the problem

The problem is that after 2500 years Iranians are not using the ancestors
strategies related to the tourism development. Researchers selected
Achaemenid era due to the fact that at that time, Persia was safe, hospitable
and mostly politically stable. It is evident that such factors are essential for
tourism development in any country. Also lots of roads and caravanserais were
built for tourist and travelers. Researchers believe that there should be some
strategies which controlled and guided tourism at that time. Through scientific
eyes, they try to focus on these factors and explore the elements.

1.4. Significant of the study

By researching on this topic and exploring the strategies on the matter of travel
and tourism during Achaemenid era, researchers hope that they can introduce
the tourism history of Persia and present the strategies which could effect the
development of tourism in Iran today.
4

1.5. Literature review

People always seek the new things in their lives. From the ancient time they
moved in order to see new things which were different from their ordinary
lives. They traveled to find better places for living and to expand their territory,
to see the unique places. Still today they travel to seek the better and different
places. According to Edgell, et al., (2008, p.5) the tourism industry has
become one of the most dynamic industries through the globe as it adapts to
technological change, product innovations and new markets. Further he
argued, The opportunity offered by tourism for future economic,
environmental and social benefits will depend on understanding the tourism
industry of yesterday, making the best possible decisions today and addressing
forward thinking trends for tomorrow. So, the important factor is to look on
yesterday tourism strategy and look forward to use these strategies in the
future.
The strategy can help not only researchers but also all human beings to find the
best way to reach their goals and objectives. According to Edgell, et al., (2008
p.299), strategy is a method of doing something to reach a goal. So, the
important aspect is to look upon the strategies about tourism and the effects of
them on tourism development.
Researchers seek the tourism strategies during the Achaemenid Era and the
relations on tourism development. Iran is a unique destination to travel because
of its unique attraction. These are Irans historical, natural, and cultural
attractions that have motivated tourists to come.
In the tourism industry, road and transportation have a vital role. In the
Achaemenid era, lots of roads have been built and also the post system was
invented in Persia. First of all, Cyrus figured out how much a horse can ride
in a day after it is not tolerating it. Then he built some post stations names
statemrany or Hinpos which the distance was one day trip with a horse. On
those stations there were extra horses, a groom and also a night shift manager.
The responsibility was exchanging horses to a fresh one and managing the
stations. Refer to Herodotus; stations were built approximately 52 kilometers
from each other. Those stations made the road safer for the post officers and
5

also for the regular people, travelers and tourists. Also there would be
possibilities that intelligent service officers were between the stations
managers which would help the government to be aware of the different cities
in their kingdom and also control any kind of trouble. The news was quickly
transferred to the capital city. That strategy was perfect which was aimed to
rod safety, delivering massagers by post as soon as possible, and using
intelligent service for the political reasons and social safety. Moreover on the
roads, there was a big road named Shahi which Herodotus mentioned that in
the whole Shahis road there were famous stations which have pleasant
caravanserai and, this road is completely safe for transportation because the
entire path passes the habitable areas (Herodotus, 1989).
The other important strategy that the kings of Achaemenid emperor used was
respecting all of the religions in their kingdom. As we refer to the history, The
Babylonian Empire had been large, and Cyrus now became ruler of Syria and
Palestine as well. According to the Biblical book of Ezra, Cyrus allowed the
Jews, who were exiled to Babylon, to return home. This may have been an
attempt to fortify the empire's western border against possible Egyptian attacks.
However, there are serious chronological problems, and the archaeological
evidence suggests that the return of the Jews took place much later.
(Herodotus, 1989, p.395) Cyrus political point of view was very near to
democratic type while on that time ruling according to human right or
respecting peoples religion or privacy was not common.

1.6. Objectives of the research

To identify the main strategies related to travel during Achaemenid era
To identify the effects of Achaemenid strategies on travelling development at
that time
To implement the findings of the research in todays tourism of Iran

1.7. Research questions

What were the main strategies related to travel during Achaemenid era?
What were the effects of Achaemenid strategies on travel development at that
time?
What are the implementations of the findings of the research in todays tourism
of Iran?

1.8. Research Methodology:

The research methodology which is used in our thesis for studying and
analyzing the Achaemenid Empires strategies and tourism development and
figuring out the answers of research questions and hypothesis is descriptive
and exploratory.
The present thesis has a nature of documentary and developmental, as the
needed statistics is gathered from the reliable historical references such as the
Histories of Herodotus or Cyropaedia by Xenophon and some other
available related researches. The data gathering was accomplished through
searching the desired data via various books, magazines and the internet.
So, this research does not enjoy any sample or questionnaire. The necessary
information and data have been gathered by library studies and interviews. In
general, the research sources can be divided into two main categories, namely
historical and tourism related references.

1.9 Discussions of the further chapters

The present thesis consists of five chapters. In chapter 1 as an introduction, a

general characterization of Achaemenid Empires strategies and tourism
development is given; the background and discussion of the issues related to
the problem will be discussed as well.
Chapter 2 as literature review will evaluate the literature with existing theories
relevant to the issue under discussion.

Chapter 3 shows the methodology of the research and the way the researchers
have gathered their data through library research or by other methods.
Chapter 4 discusses the data gathered and presents the findings of the research
via nine main strategies and discusses if they are useful and related to travel
development in Iran in the ancient time.
At the end, in chapter 5, the researchers conclude their thesis by presenting
their own ideas about this research and its related subject, while examining the
implementation of the findings of the present study in todays tourism of Iran.

Chapter 2. Literature Review

2.1. Introduction

In this chapter, the researchers are going to introduce some of the historical
events, strategies, actions witnessing the Achaemenid activities regarding their
contribution to travel and tourism of the time. Del Giudice (2008, p.42) has
argued that Persia was one of the most glorious and developed civilizations of
antiquity. This Empire according to the unique strategies became the most
glorious dynasty of that time. Besides vast Persian territory, the land had great
safety and security that people traveled through the empire without any
hesitation. The strategies of the Achaemenid emperors, their ingeniousness,
capability, humanity and courtesy guided them to rule Persia in the unique
period of time. The time which all civilizations struggled with their own
internal problems and lack of management and safety and security, Persia was
passing its glorious era. During this stage many travelers visited Persia and
their travel accounts are now a days available for the researchers to clarify the
Achaemenid history. The strategies which the researchers are looking for are
the main aspects of traveling and tourism development. The researchers are
going to discuss the following subtitles as their key words:
Strategy, Achaemenid Empire, Achaemenid Strategy (Safety and security,
Roads and transportation, Accommodations, Education, Aesthesis (Art and
9

Persepolis, health and cleanliness), Human rights, Visa, Communication, and

sustainability), and Tourism development
The paper will go through the key words that were mentioned in the first
chapter and at the end of the chapter some of the theories related to the
concepts will be mentioned.

2.2. Key words

2.2.1. Strategy

Strategies described as operations and actions which are essential to meet the
objectives in any system specifically in strategic tourism plans. Sometimes the
developments of new products or services or special programs are included for
implementing the objectives. Identification of the key target audiences are also
is vital section of the planning process (Edgell, et al., 2008).
Later they mentioned a strategy might include forming a partnership or
collaborating with other interested entities or introducing new technology. The
key is that the strategies, followed by tactics, are aimed towards reaching the
goals and objectives identified in the strategic plan (2008, p.301).

2.2.2. Achaemenid Empire

As Yarshater (1985, p.414) has mentioned, the Latin form Achaemenidae is

borrowed from Greek Achaimenidai, the regular patronymic of the proper
name Achaimenes. Darius the Great (522-486 B.C), Xerxes (486-466) and
Artaxerxes I (466-424) the inscriptions shows us that they were Persians, that
is they originally came from province of Parse (Fars) in southern Iran; Their
racial origins was Aryan and by nationality they were Iranians.
In the south of Iran and north of the Persian Gulf was a historically important
province named Fars (Old Persian Parsa, Greek Persis or Perseia, hence the
familiar name Persia), for which the city of Shiraz has served as the capital
since the early Islamic period (c A.D. 700) (Shahbazi, 2004).
Also, Shahbazi (2004) has discussed that the Persian Empire was originally
many Arian tribes who lived together and soon became a united nation. Going
10

from the west to the east, one encountered the Meded, the Persians, the
Zarangians, the Arians (around modern Harat), the Bactrians, the Sogdians, the
Khwarezmians, and then, deep in Central Asia, the Sakas (Scythians). All of
them were aware of their close similarities, and they spoke different dialects of
mother tongue which is known as Aryan or Iranians.
According to Britannica (1995, p.831), Cyrus II, byname Cyrus the Great (b.
590-580 B.C., Media, or Persis-d.c. 529, Asia), conqueror who founded the
Achaemenid empire, centered in Persia which comprised the Near East from
the Aegean sea to the Indus River. He is also remembered in the Cyrus legendfirst recorded Xenophon, Greek soldier and author, in his Cyropaedia as a
tolerant and ideal monarch who was called father of his people by the ancient
Persians and in the Bible as the liberator of the Jews captive in Babylonia.
As reconsidered, before expropriation the Babylon by Cyrus the second, there
was no king that could rule east and west part of the world. While people such
as Assyrian ruled Egypt, Kanan, south of Miyanroodan and Khuzestan in some
periods, this power never reaches two decades.

However, Persians lived

differently during Achaemenid Period. Achaemenid ruled this great land for
more than two centuries. All Satrapies experienced a quite life Except in Egypt
(Basil, 2003).
As Rezaeian (2004) has mentioned, in order to rule this vast Empire, Darius
policy was dividing the Great Persia into twenty eight provinces, each with its
own provincial governor or Satrap. It was under the rule that for the first time a
standard weighing system was devised, Old Persian cuneiform script was
invented, and gold and silver coins were minted and become the Persian
currency which could be used all over the country. Moreover, they ruled a
population around fifty million with different culture and races whom were
always struggled before Achaemenid reign.
According to Pirnia (2003, pp.267-268), Cyrus defeated Medians and after
Hegmataneh was captured the broad political center had been created. Then,
Cyrus conquered the western territory (North of Armenia) by helping their
residents without any war.
According to the official story, the Achaemenid or Persian Empire was
founded by Cyrus the Great, who became king of Persis in 559 B.C and
defeated his overlord Astyages of Media in 550. The Median Empire size is
11

not exactly known, but it seems to have included Cappadocia and Armenia in
the west and Parthia, Aria and Hyrcania in the east. Cyrus added Lydia
(perhaps in 547, but probably later), Bactria and Sogdia, campaigned in India,
and also the city of Babylon in 539. His capital city for his government was
Pasargadae, built on the site where he had defeated Astyages. In 530, Cyrus
was murdered during a campaign against the Massagetae, a Scythian tribe.
The private life of Cyrus is mostly unkown. He had two sons, one of whom,
Cambyses, succeeded him, the other, Bardiya (Smerdis of the Greeks), was
almost certainly betrayed his brother, Cambyses after he became ruler. Cyrus
had at least one daughter, Atossa (who married her brother, Cambyses), and
also two other children which had not role in the history of Persia.
( Encyclopedia of Britanica, 1995)
As mentioned before, Cyrus was succeeded by his son Cambyses, who
conquered Egypt (525 B.C). After three years, civil war broke out while his
courtier Gaumta revolted. Cambyses returned home however died in Syria.
One of the relatives of Cambyses, the Achaemenid prince Darius, however,
killed the revolted courtier Gaumta. After the second coup in one year, many
provinces of the Achaemenid Empire revolted; the most important rebellions
were those of Phraortes of Media and Nidintu-Bl of Babylonia. After nineteen
wars to defeat these rebellions, tranquility returned to the Achaemenid Empire.
In the Behistun inscription which was presented in different languages Darius
described his victory and present himself as a true servant of Ahuramazda , the
Persian supreme god. It is not certain that the Achaemenid adhered to the
teachings of the Bactrian prophet Zarathustra, while later Persian dynasties
definitely were Zoroastrians).
According to Britannica (1995), definitely Darius (reigned 522-486BC) proved
himself a beneficent leader and while he was visiting Egypt, he displayed his
consideration and respect for the religion of the country. He restored the
priests rights, ordered a written codification of Egyptian law, and completed
or repaired the canal from the Nile to the Red Sea. On the last year of his
kingdom, however, several years after the Achaemenid defeat at Marathon,
Egypt rebelled. Xerxes (reigned 486-465 BC) put down the rebellion with
severity. Darius had begun the building of the Persepolis (Takht-e-Jamshid)
one of the significant capitals among three other capitals. Persepolis (Old
12

Persian Prsa, modern Takht-e Jamshid): The name of the capitals was
originally Greek and founded by Darius the Great.
There are some indications that Persepolis was already a government's center
under Cyrus the Great (559-530) and his son Cambyses II (530-522), but there
are no archaeological traces of this in the kingdom of the later Achaemenid
rulers. However this may be it seems as if Darius 'invented' Persepolis as the
splendid seat of the government of the Achaemenid Empire and as its center
for event receptions and festivals. The wealth of Persia was to be visible in
every aspect of its construction Persepolis was a showcase.
During Xerxes extending the territory of Achaemenid was last. During 480 BC
defeated from Athens which were vital to them. After Xerxes, Artaxerexes the
first and second became kings. After Xeroxes death great Persia had failed in
its empire management system. Internal war and rebellions decreased the
power of Achaemenid Empire and its Satrapies. Lots of kings got power, ruled
and killed by their own family and friends by disloyalty. During Darius the
third Achaemenid reached their weakest power and the young Alexander, ruler
of Macedonia, captured Syria and in 333 BC defeated Darius III in Issus.
No civilizations are not destroyed by external forces but from internal confects
(Durant, 1986). As Vosughi (2010, p.35) has mentioned, Alexander the son of
Philip started a war to Persia during its weaker kingdom periods. Achaemenid
kings had no interests on this young king of Athens. When Alexander attacked
Iran, they had no power to defend their own country. Unfortunately, Darius III
did not pay his soldiers to fight with the young Alexander. So, he entered
Dardanelle and defeated Darius III. Persepolis was burned down by Alexander
and Iran faced lots of problems. Later, the last king of the Achaemenid era,
Darius III was betrayed by his soldiers and was killed.

Figure below shows the chronology of Achaemenid Empire:

13

Figure (1):Khoh, Heidemarie, Persepolis and its surroundings. Page 9

2.2.3. Achaemenid strategies

During Achaemenid dynasty, Iran experienced the glorious period which

researchers always are looking through. The strategies those emperors
established were of paramount importance for the attraction of tourists then.
The present researchers determined some significant factors which are
mentioned as follows:

2.2.3.1. Safety and security

The first strategy to mention and discuss on later chapters is safety and security.
According to Gosch & Stearns (2008, p.46) The empires established by the
Persians, Alexander the Great, and the Romans made travel safer but also
subject to more controls.
14

Historic documents show that Cyrus administration system like today

governments sought safety and security, disciplinary, and safety in order to
exchange and communicate in the world without any hesitation; it was a region
in which people could feel free and safe to communicate without any fear. His
goal was always to improve peoples perspective about their nation. He also
promoted peoples interested to love for their country, Persia then (Xenophon,
1992).

2.2.3.2. Roads and transportation system

Also Gosch & Stearns (2008) have discussed, a major network of roads was
built, mostly to facilitate military travel; researchers estimate the total mileage
of the highways of Persian imperial at around 8,000. Documents found
indicate these roads were guarded carefully and travelers mostly needed
official passports to travel through the roads. It is evident that the system was
useful for the various purposes by travelers.
Later, Gosch & Stearns (2008) have mentioned; emperor Augustus began the
practice of using the main roads for an official courier system, the cursus
publicus, to make it possible for emperors to govern their vast state by letter.
This network of couriers was described by Herodotus and most likely copied
from the one Persian used in their system. The centerpiece of the Persian
system was a distance of 1,400 miles of Royal Road that led from Susa which
is nowadays in southwestern Iran, to Sardis in western Anatolia.
The royal road was a really important road then which played a significant role
in trading and development of the country. The map was inscribed on the stone
and according to this map Herodotus discussed the Royal road started from the
sea and continued to the kingdom territory. It shows that, Royal road was from
the Sardis to the Susa which passed by the rich cities and secures areas. Also
he pointed out the parasange and inns which were called stathmoi (Braint,
1998).

The figure below shows the map of Great Persia then including the Royal
Road:

15

Figure (2). Map of Great Persia. Rezaeia,.F, (2004)Perspolis Recreated.PP.17

2.2.3.3. Accommodations

The Achaemenid Empire was the first to accommodate foreign merchants in

caravansaries. Their route was between the cities of Susa and Sard (2500kilometer distance). According to Kokh (2006, p.4), During Darius reign the
empire remained more or less peaceful. The roads were secure and legations
and traders travelled from one part of the country to another, equipped with
traveled documents for getting their rations in caravan stations along the road.

Also Rezaeian (2007, p.62) has discussed the stations in the roads as follows:
Apparently it was marked at regular intervals with milestones and regular
royal staging posts as well as inns. But this was only part of an extensive
network of roads and tracks.
16

2.2.3.4. Education

Bakhtortash (2009) has figured out there were lots of travels and tourism
activities in the matter of education and scientific development. He mentioned
in his book that geographers and Egyptian and Roman doctors like Democedes
and Ctesias visited Persia and when they went back to their home land they
reported their experiences revealing the rich culture of Iranian people, their
knowledge and their developments. This shows that level of knowledge in vast
Achaemenid imperial was very high. Exchanging scientist and round trip of
them to Persia caused the government and people of Iran to put knowledge and
art of Greece beside sciences of the East and provide necessary facilities, open
the road for development of the science, art and combination of them and also
valuable roles in the history of civilization and science was Persians share.
Moreover on this topic Bakhtortash (2009) points out that based on ancient
news, Pythagoras and Democritus in order to be educated in the Persian
institutions and for getting familiarized with Zoroastrianism philosophy and
culture traveled to Babylon. Democritus was the student of one of the most
famous Iranian Chemists called Ostanes. This Greek scientist was living in
Alexandria in 200 BC and wrote a book about the chemistry science based on
experience and what he had learned from his Iranian tutors. Moreover, Ostanes
was living in the kingdom of Xerxes and with his order he traveled to Egypt to
teach Egyptian Priests and gave lectures in their academic institutions.

2.2.3.5. Aesthesis

The word aesthetics derives from the Greek aesthesis, a perceiving of the
external world by the senses. Aesthetics as a branch of knowledge is concerned
with the study of the arts, of their differences and similarities, of the conditions
under which art is created and of the criteria whereby manifestations of the arts
are judged to be good or bad.(Brunius, 1986, cited in Bjorkegren, 1996, p.5)
17

2.2.3.5.1. Art

Today art has become one of the important factors in tourism. The researchers
are looking for this claim. Jafari (2000) discusses art in context of tourism and
mentions that technically speaking tourist art is an oxymoron or denial. The
phrase tourist art is generally used to describe all that is false, ugly, and highpriced in the worldwide marketplace for contemporary arts and crafts. It
consist of not only sleazy souvenirs bought in airports (airport art) but
spiritless folk dance shows around hotel pools and lackluster carvings,
paintings, clothing, and artifacts sold in shops, galleries and so-called duty-free
zones. However the objects traded through tourism represent a huge amount of
economic, not all of this is bad. From time immemorial, tourists have
brought back trophies; sailors brought from ancient Greece the souvenirs that
stimulated classical Roman art, and travelers on the Silk Road exchanged the
goods of China for those of Europe, not only silk in all its variety but pasta,
porcelain and gunpowder.
Ilyas Babaev, Iulon Gagoshidze and Florian S. Knau in their paper (2007,
p.37) called An Achaemenid Palace at Qarajamirli (Azerbaijan)
Preliminary Report on the Excavations in 2006 pointed out the effect of
Achaemenid art on the other nations and mentioned: Excavations on a small
mound near the village Qarajamirli in western Azerbaijan provided remains of
a monumental building, as well as quite a number of fragments of limestone
column bases. The symmetrical ground plan of the building, the architectural
sculpture and the pottery found on the floor closely follow Persian models
from the Achaemenid era.
Generally, Art was one of aspects of aesthesis that was strong in the
Achaemenid era in which archeologists findings in Great Persia and also other
nations near it indicate the effect of the Achaemenid art.

2.2.3.5.2. Persepolis (Takht-e-Jamshid)

18

Achaemenid documents, notably the inscriptions of Xerxes engraved on the

pillar of the Gate of All Land, refer to the city as Parsa. It was the name of the
inhabiting territory Greek Persis which is now called Fars. People often
presume that Persepolis is a Greek rendition of a name which meant the city of
Persians which is not correct. If the name of the town signified the city of the
Persians, it should have been rendered in Greek as Persaipolis, not Persepolis.
In fact, Persepolis is a different word. In Greek this term means destroyer
of cities, and it is used in this way or in the variant Perseptolis by the Greeks
as an epithet of Athena.. However, Persepolis is so widely accepted now that
any attempt at correction seems unbeneficial (Shahbazi, 2004).
Around 2500 years ago Persepolis or Parsa was the capital city of the Persian
Empire and one of the most amazing sites in the ancient world. The location of
Persepolis is in 47 km from Shirazz , the capital city of Fars province on a
plain called Marvdasht. On the Kuh-e Rahmat or the Mountain of Mercy
slope, Darius, his son Xerxes, and his grandson Artaxerxes I, built a ritual and
exemplary center. A palatial city appropriate to their powerful empire which
According to Deodorus Siculus, Perspolis was the richest city under the sun
(Rezaeian, 2007).

2.2.3.5.3. Health and cleanliness

Iranian were famous for emphasizing the hygiene and beauty from the ancient
time. It is evident that factors such as hygiene, environmental and cultural
attractions are basic motivation for tourists and travelers for visiting a country.
When in the other nations such as Greek the hygiene was out of complaisance
for the residents, in Persia it was different (Xenophon, 1992).

2.2.3.6. Human right

According to Rezaeian (2004, p.15) in 550 B.C, Cyrus, one of those rare
leaders towards whom one cannot help but gravitate, laid the foundation of the
largest empire the world had ever seen. His empire was quite unique because it
was built on a model of tolerance and respect for other cultures and religions.
19

So much so that the Old Testament regards Cyrus as the savior of the Jews
from Babylonian captivity; while Xenophon, the 4th century BC Greek
historian, refers to him as a man of wisdom, resilient spirit and guilelessness.
Conquering of Babylon by Cyrus the Great was one of the biggest military
actions in that time. There were several causes that the Babylonians were not
satisfied in 539 B.C. Babylonians were dissatisfied from the central
government, merchants were not happy about their conditions and most of the
residents were slaves whom were the main elements for this situation. Cyrus
received many messages from the Babylonians and slaves about their
dissatisfactions of oppressive ruler. They wanted him to help them. Persian
then changed the way of Dejleh River, passed, and entered the city without any
harmful activity. Cyrus respected their religion and their tombs. The Cyrus
introduced the cylinder which was the first charter of human rights. Religious
idea became individual facts, slavery abandoned and many other written rights
were respected (Giyas Abadi, 2004).
The photo below is the found cylinder of Cyrus by Hormuzd Rassam in 1879:

Figure (3): Cyrus Cylinder, Photo by National Museum of Iran, 2010, 35

2.2.3.7. Visa

20

Travel on the main highways was mostly distinct to individuals on official

business: Soldiers, couriers, and administrators mostly traveled on the main
roads. They traveled mostly for official business (Gosch & Stearns, 2008).
Based on what Gosch & Stearns (2008, p.37) have cited, Citizens who sought
to use the roads for private purposes could do so, only if they obtained an
official document (diplomata) from an administrator. Such documents were
issued to a variety of private travelers, but rarely to merchants.

2.2.3.8. Communication

The communications network introduced by Cyrus the Great may have been
copied from the former and less elaborate by the Assyrians. Assyrians (900600 BCE) ruled to a great extent of the Middle East. According to Gosch &
Stearns (2008) A Greek later described the results of the Persian efforts in
transportation and communication: With you (Persians) every way is easy,
every river is crossable, and there is no dearth of provisions(p.23). With this
brilliant system, Persia and the Middle East became a main core for travel both
from the east (Central Asia and India) and from the Mediterranean and the
system would be preserved or replicated by many later empires (Gosch &
Stearns, 2008).

Researchers have divided way of information communication on those days

into two main categories:

2.2.3.8.1. Post

The central administration during Achaemenid Empire kept in close contact

with provincial centers by developing an efficient post service (Rezaeian,
2007). Braint (1998, p.776) refers to the eighth book of Herodotus and
mentions that no mortal things travel faster than these couriers to the place
they are willing, the whole idea is a Persian invention. The essential riders
and horses were stationed along the roads which were equal in number to the
numbers of days the journey takes. In different stations a man and a horse were
available for each day; Nothing stops these carriers from covering their chosen
21

road in the quickest possible time, neither snow, rain, heat nor darkness. The
first, at the end of his stage, passes the message to the second then to the third,
and so on along the line. This work was similar to the Greek torch-race which
is held in the honor of Hephaestus. The Persian word for this form of
transmission with horse is aggareion (Braint, 1998).

2.2.3.8.2. Audio and Visual

During Achaemenid period communication was by delivering the messages by

Chapars or sending vocal signals. The fastest format for delivering messages
was the form of audio and visual. A documents belonging to the first of Helens
age shows the existence of vocal signals. In this document a series of vocal
signals between Sushian and people of Fars is shown and it is obvious that it is
related to Achaemenid Era. Visual message transmission in the form of
lighting fire in the close distances is also a way of news dispatch (Braint, 1998).
It is evident that this kind of communication was very simple in the
comparison to nowadays, but on those days, transferring important information
helped a lot in the matter of safety and security and ruling the nation with more
power and authority. The fact is there were no media for any kind of
advertisement on that period in the world but transferring information by
perfect posting system or other kinds made the whole nation safe and a better
place to travel.

2.2.3.9. Sustainability

Sustainability was a matter of concern for both people and rulers in the
Achaemenid period. This could be pursued in the formal documents remained.
Achaemenid kings were the most powerful person in Persian territory although
they valued their people and their satisfaction. So, Darius written scripts in
Takht-e-Jamshid have determined the secrets of Persian government
sustainability which was their people (Navaei, 1998). People liked to visit a
country with sustainable conditions. Iran had this condition during
Achaemenid era. Its Emperors respected their residents. So, the residents felt

22

satisfied and whenever the king needed them, they would be the great assists
for them.

2.2.4. Tourism development

Tourism development is being done mostly by those who interested on

individual and not tourism as a whole. Tourism can develop peoples lives, can
enlarge an economy, can be protective for environments, and can be integrated
into a community within minimum impact. But a new mind it is called for that
demands more and better planning and design of all tourism development,
especially how the many parts fit together. Creating plans of action for a
predictable future and implement these actions is the purpose of any planning
(Gunn, 2003).
Many destinations want tourism to develop their situations. Creating income
and employment were two most important aspects of tourism development
according to many statistics as well as the residents. They mostly believed that
tourism development could be helpful for the economic situation and the
quality of the residents lives. It may also sometimes assist to defend their
environment and culture from the negative impacts of tourism although the
case for these is much less clear (Wall & Mathieson, 2006). The following
issues could be deciphered from the above observations:
1. Destination areas do not get involved in tourism simply because
they want tourists to have a good time. Of course, it is hoped that
tourists will have a rewarding experience so that they will tell
others to visit, word of mouth being one of the best forms of
advertising, and that they will return themselves.
2. Tourism should be encouraged more for the fact that it may
contributes to the well-being of local people in destination areas
(however defined) and less for the reason that it is good for the
tourist industry (however defined) per se. Thus those tourism
planning should be as much about planning for residents as it is
about planning for tourists. (2006, p.288)

23

Tourism to be developed in one destination according to Malhotra (1997,

p.111) must have basic aspects to attract tourists. Tourism development
embraces the provision of a wide range of facilities and services. The
numerous types of facilities and services sought by the tourist can be grouped
into the following broad sectors:
1. Attractions
2. Transport
3. Accommodation
4. Supporting facilities
5. Infrastructure
As Malhotra (1997, p.9) has mentioned tourism offers a wide range of
opportunities for communications. Through good planning, you can explore
the advantages and disadvantages, implement the things that are right for your
situation, and evaluate the impacts. Tourism development may not solve all
your problems, but it can provide jobs, diversify the local economy, and
improve the quality of life. Tourism development, when based on local culture,
environment, and heritage, will complement other local attributes.
According to Brenner (2005, p.152) in order to avoid the development
problems mentioned above FONATUR strove to (a) foster the participation of
the local population; (b) create and support economic linkages between the
tourism sector and other branches of the regional economy; and (c) control
urban development in physical and social terms.

Moreover, Roxana Faghri (2007, p.49) in the research on tourism development in

Iran mentioned: Since the establishment of the first official tourism organization in
Iran (i.e. 72 years ago) till now, tourism development has confronted many
challenges. In fact, tourism has not featured as a major economic priority, although
it has shown some occasional development.
After Iran-Iraq war, the government decided to promote tourism more seriously and
allocated a chapter for the tourism sector in the First Five-year Socio-cultural and
Economic

Development

Plan

The

government

has

followed

tourism

development in accordance with goals and strategies stipulated in these five-year

development plans. Some of these goals for developing are: introducing the
Civilization of Islamic Iran to the world, earning foreign exchange by attracting
24

international tourists, preserving the historical and cultural heritage, enhancement

of privatization and public-private partnership, promoting dialogue among nations
and correcting image of the country.

2.3.

Literature review on travelers to Great Persia

In this part, researchers have mentioned some famous travelers who traveled
through Achaemenid Empire in different periods. This showed the stability of
Persia and the hospitality of its emperors.

Democtes

The first Greek Physicians who worked for the Achaemenid Empire was
Democtes. He was from Croton. Democtes cured the broken shoulder of
Darius the Great and he became the nearest friend of the king. He stayed in
Persia and had all rights like the normal citizens (Herodotus, 1989).

Skylax

Khodadadiyan(1999, p.305) has stated, The voyage of Skylax was one of the
most dangerous in the worlds history and the first voyage of the Asian history.
In this journey and the governmental travel, Darius the Great, organized this
voyage in order to get familiar with the geographical coordinates of the south,
south east and the south west of his empire. According to Khodadadiyan,
Herodotus has mentioned about this voyage, Darius wanted to know where
the Send River exactly fell in to the sea. So, he selected numbers of trusty
people like Skylax for this important mission. They were moved from the
Caspatyros (one of the south east satrapies of Persia) and after passing the river,
they reached the sea in the east.

Stasp

25

The story of Stasp, one of the Achaemenids family members, was another
kind of traveling during Achaemenid Empire. In this event, Stasp was sent for
the forced mission by governmental budget. According to Herodotus (1989,
p.267), Stasp went to Egypt and arranged to have the ship and its crew. He
went to the south of Africa and his journey took months to passing the sea. He
returned to Egypt

because most of his journey still remains. After that he

went to Persia and talked with Xerxes about his voyage. He mentioned the
characteristics of African residents that frightened by contacting with the
foreigners. He declared that the ship could not go any further and the ship was
stopped. Xerxes did not trust him. Although, the Stasps travel was not like
Skylax but it was declared that the travel needs budget and amenity.

Eudoxus
Eudoxus travel was the most famous sample of traveling and the efficiency
of roads, hygiene and management of the Iranian empire during Achaemenid
Empire. One of the students of Plato, Eudoxus, was interested in
mathematicians, astronomies and medicines. Eudoxus was born in one of the
part of the Achaemenid empery, Cnidas, in 410 BC. He left his motherland to
learn mathematics from Archytas in Tarentum and in Sicily, one of the lands
under ruling of Persian Empire, he studied medical sciences. Eudoxus had not
a good financial situation. So, he walked about 22 kilometers to find Plato. His
friends helped him to study astronomic sciences and mathematics in Heliopolis
one of the Achaemenid satrapies in Egypt. After 16 years living in Egypt,
Eudoxus returned to the west bank of the Marmara Sea (one of the
Achaemenid lands and found some students (Navaei, 1998).

Herodotus

The life of Herodotus was explained in his famous book, The Histories of
Herodotus. Herodotus was born in 484 B.C. in Halicar Nasus (today Bodrum
in south west of Turkey), one of the Satrapies of the Achaemenid Empire. He
lived during Xerxes Empire. Herodotus was allowed to freely travel through
the land of Persia during Achaemenid Empire and gathered his necessary
26

information for his books. This shows that this empire has appropriate facilities
for safety and comfort of his travelers (Herodotus, 1998).

Ctesias

Ctesias lived in the noble family and his motherland was Cnidus, the satrapy of
Persian Empire. He was a doctor who worked for Achaemenid Empire and he
wrote the parts of Persian history from the remaining documents. Although,
the life of Ctesias was not a symbol of traveling, but by passing from Cnidus to
Susa, it showed traveling in the Persian land. Familiarizing with the roads and
knowing the population of this empire made his interests to write down his
master piece. By comparing this with the travel of German representatives
during Safavid dynasty Khalili (2001) has mentioned later, Just one traveler
returned safely to the Safavid king (p.10). This shows the amenity, facilities,
and management during Achaemenid Empire.

Siloson

Between the travelers during Achaemenid Empire the story of Siloson is very
interesting and it shows the political sustainability for accepting travelers.
Siloson was one of the travelers during Cambyses and Darius kingdom. One
day he passed through the Memphis (the old capital of Egypt). He wore a
beautiful cloth, and Darius who was then one of the soldiers of Cambyses, saw
him and wanted his cloth. Darius wanted to buy his dress but Siloson gave it to
him free of charge. After Cambyses passed away, Darius took his place.
Siloson got informed of Darius and went there to see him. He told Dariuss
translator about the events and Darius told him whatever you want I would
give it to you." Siloson Thanked Darius but asked him to invade his homeland.
The new ruler of his homeland killed Silosons brother. He pleased Darius not
to get any slave from his land. Darius accepted the idea and sent one of his
captains with the army to that land (Herodotus, 1989).
This story shows the way of the Persian behavior with the travelers and shows
the political acceptance of immigrants.

27

2.4.

Theories
According to Hair, et al. (2007, p.37), Theory is a set of systematically related
statements, including some law-like generalizations that can be tested
empirically. A specific theory is a proposed explanation for some event.
Sometimes theories have been confirmed by past research. At other times they
are proposed theories with either limited or no validation.
Page (2005, p.201) refers to Sinclair and Stabler (1997, pp.58-59), Tourism
supply is a complex phenomenon because of both the nature of the product and
the process of delivery. Principally, it cannot be stored, cannot be examined
prior to purchase, it is necessary to travel to consume it, heavy reliance is
placed on both natural and human-made resources and a number of
components are required, which may be separately or jointly purchased and
which are consumed in sequence. It is a composition product involving
transport, accommodation, catering, natural resources, entertainment, and other
facilities and services, such as shops and banks, travel agents and tour
operators.
In the following the researchers have mentioned some theories related to the
research:

2.4.1 Sustainable development

The table below presented in Ritchie and Crouchs book (2005, p.35) shows a
model of sustainable development:
Holistic approach : Development and
environmental issues integrated within
global social environment
Futurity: focus on long-term capacity for
Fundamental

continuance of the global ecosystem

Principles

Equity: development that is fair and

equitable and that provides opportunities
for access to and use of resources for all
members of all societies , both in the
present and the future
28

Improvement of the quality of life for all

people:

education,

life

expectancy,

opportunities to fulfill potential

Development
Objectives

Satisfaction of basic needs : concentration

on the nature of what is provided rather
than income
Self-reliance: political freedom and local
destination making for local needs
Endogenous development
Sustainable population levels
Minimal

depletion

of

non-renewable

Sustainability

natural sources

objectives

Sustainable use of renewable resources

Pollution

emissions

within

the

assimilative capacity of the environment

Adoption of a new social paradigm
relevant to sustainable living
International and national political and
Requirements
for
Sustainable
development

economic system dedicated to equitable

development and resource use
Technological

system

that

can

be

searched continuously for new solutions

to environmental problems
Global alliance facilitating integrated
development polities at local, national and
international levels

Table (1) A model of sustainable development: principles and objectives

(sharpley, 2000, references from streeten, 1977; WCED,1987; Pearce et al.
1989; IUCN/UNEP/WWF, 1991)

2.4.2. Roads and Transportation

29

According to Page (2005, p.8), The mode of transport forms a context and
controlled environment for tourists movement between destination and
attractions, often through the medium of a tour. The integral relationship that
exists between transport and tourism is demonstrated by Lamb and Davidson
(1996, p.264), transportation is one of the three fundamental components of
tourism. The other two are the tourism product (or supply) and the tourism
market (or demand). Without transportation, most forms of tourism could not
exist. In some cases, the transportation experience is the tourism experience
(e.g. cruises, scenic and heritage rail trips, and motor coach, automobiles and
bicycles tours).
Also, Page (2005, p.3) has mentioned before that, Transport is acknowledged
as one of the most significant factors to have contributed to the international
development of tourism. According to the World Travel and Tourism Council
in 2004 the international tourism industry employed 73.6 million people
directly worldwide and over 214 million indirectly and generated over 10
percent of world GDP. In 2003, 694 million tourists travelled abroad (World
Tourism Organization 2004) (down from a peak of 703 million in 2002),
which generated US$474 billion in tourists spending and a significant demand
for tourist transport. However Pender (2001, p.145) has declared that,
Improved roads helped lead to faster journey times and comfort levels for
passengers.

2.5.

Conclusion

The researchers have attempted to define the keywords related to the thesis
such as: strategy, Achaemenid Empire, Achaemenid strategy and tourism
development. They discussed the Achaemenid strategies which helped the
Empire to develop life conditions and stability in Persia. The factors and
strategies which attracted many travelers in order to travel through Persia in
that time were also recognized. Chapter 4 reports further discussions
conducted on all nine Achaemenid Empire strategies as well as on the role of
them on their own time.

30

Chapter 3. Methodology
The method taken in the present research was a historical review of the related
literature mainly the accredited documents. The methodology employed is
described as follows:
1. Instrumentation
Books, magazines, encyclopedias, journals, and the internet
2. Procedure
The procedure taken to collect and analyze the data is as follows:
The credited books namely Persepolis recreation, Seven faces of a
civilization, The authoritative guide to Persepolis, Histories and other
books were selected based on the questions of the research. The information
was covered and categorized. Then the data was analyzed based on descriptive
measurements.

3.1. Research Purpose

Researchers are interested in the strategies of the Achaemenid strategies which

are useful for their life and also for travel and tourism. Researchers have
focused on the novelty of the idea which has not been yet paid attention to.

31

Some famous writers such as Bakhtortash (2009) have

mentioned the

strategies during Achaemenid Empire.

3.2. Research Approach

3.2.1. Why historical method

This research enjoys a historical methodology. The researchers aimed at

revealing the part of the history which is useful in this century. People have to
look at their history to be successful in the present world of tourism. Our
ancestors used some strategies that helped them to have a better life. The
researchers wanted to recognize the strategies employed during Achaemenid
Empire that were useful for the condition of the country and tourism and travel
then. These strategies were not used only for tourism and travel but also for the
amenity and satisfaction of their Empire.
Discussing this point that the research has historical methodology,
Hassanzadeh (2010, p.190) has mentioned, History is not only the historical
events but the real and accrete reports of the relationships between people,
events, times and places. The researchers can use history in order to know the
past and understand the present by recognizing the events of the past.
According to Khaki (2009, p.209), Historical methodology includes studying,
perception, and description of the past events. The reason of historical study is
to capture the results from the special causes and evidences, also, the effects of
the past circumstances. This can help to illuminate events of today, and predict
the future.

3.2.2. Problems: Delimitations and limitations

This research has some delimitations and limitations: One of the delimitations
of this research was choosing the Achaemenid Empire among the ancient
civilizations. The other delimitation was choosing travel related strategies
during Achaemenid era.
Limitations of this research are as follows:

32

3.2.2.1. Primary Data

This research is based on historical methodology and has two different

references or data collection. This will be explained later in 3.4 Data collection.
This is the historical research and all the sources used were basically secondary
data. The people required to be interviewed mostly have passed away. The
researchers used some books such as The Histories of Herodotus and Cyrus of
Xenophon but only the students of history can separate the right events. The
researchers have to look for the data and find out the right source in the right
time. The researchers need more expertise to collect more reliable scientific
data from the limited resources.

3.2.2.2. People

The other problem is the people. The researchers cannot find and interview
with those people living in that past. The research is based on the history from
2500 years ago and just some literatures can be found throughout that time.
There were some travelers who existed in that time and wrote their itineraries.
These itineraries remain in this time for people who search for the truth. The
number of these people is limited because the researchers focus on 2500 years
ago during Achaemenid Empire. So, their itineraries may be destroyed or
changed over the time. It is very difficult to understand reliability of what they
had written.

3.2.2.3. Research method

It is not easy to find out the way to gain the purpose. The main complexity of
this method is a way of the finding appropriate data for the research. It is
evident that, researchers are not the historian students. So, it is very difficult to
gather the right information from the right books or documents in the limited
time. It is more appropriate for the historical students studying history and

33

heritage in years. They have to search and find the correct data related to this
research in libraries.

3.2.2.4. Internet as a reference

One way to find out the important information is to search in the web. Using
internet and referencing web pages are limited in this research. The researchers
have many difficulties to choose the right academic web pages.

2.3.2.5. Time

Limitation of time is another problem for the researchers in the present.

The historical research, for the students who are not professional in this subject,
needs more support. Also, they might need a historical supervisor suggested by
the Iranian University to save more time for the researchers to reach more
reliable references.

3.3. Research strategy

First of all, researchers have focused on history of Iran, in general and on

Achaemenid Empire period, in particular. The main objectives of the research
have been set as follows:
To identify the main strategies related to travel during Achaemenid era
To identify the effects of Achaemenid strategies on travel development in that
time
To implement the findings of the research in todays tourism of Iran

3.4 Data collection

The data which were used in this research are from the books, magazines,
thesis, and journals. This research has historical methodology and it has
qualitative data collection. So, the researchers used library research in order to
find out the best data related to the research. This research has no interview
34

and the type of qualitative data collection is the observation. According to Hair,
et al (2007, p.193), Observational data are collected by systematically
recording observations of people, events or objects. This historical research
focuses on data gathered in libraries or some events. For this research the
researchers focus on two types of data, which are primary and secondary data.
As Hassanzadeh (2010, p.193) has mentioned about these two types of data in
historical thesis, One of the main responsibilities of the historians or the
historical researchers is to find the data resources and gather the most
significant information to solve the research problems. Hair, et al (2007,
p.118) have mentioned, Data used for research that was not gathered directly
and purposefully for the project under consideration are termed secondary
data. For this research the researchers mostly used secondary data such as
books, and journals. According to Hassanzadeh (2010, p.193), Primary data
consists of eyewitnesses reports. These reports reported from the person who
was existed in the historical events. Achaemenid Empire existed in 2500
years ago and the eyewitnesses living then have left some documents and
travel reports. The researchers used some of these reports in their work.

3.5 Sample Selection

This research has no sampling. There is no questionnaire. This research enjoys

historical methodology. So, libraries and books were used to collect the
required data.

3.6 Data Analysis

The required information is gathered from different libraries as well as

searching in the museums and taking part in some meetings related to the
research.
National library of Iran and H-Ershad library helped the researchers to find
useful books and documents. Also, they have searched in the library of
Childrens Book Council of Iran. The researchers used national and
international encyclopedias such as, World Book Encyclopedia, Britannica,
Iranica, and the Encyclopedia for Young People.
35

The researchers were happy to see the cylinder of Cyrus the Great in the
National Museum of Iran. This Cylinder was displayed from 12 September
2009 to 12 January 2011. This is the great time to have this first document
related to the human right in 2500 years ago.
The other place visited was the Great Islamic Encyclopedia which arranges the
fascinating conferences about Cyrus and Dhul Qarnayn. This conference was
about the Cyruss personality and his humanity.
Also, the researchers visited Iran Documents Center where all thesis and
documents were collected. It was useful to find some related document. At
last, they searched mostly in books and found the necessary information.

36

Chapter 4. Presentation of Findings

4.1. Introduction

In this chapter, researchers will further discuss the main Achaemenid strategies
which were somehow related to travel and tourism. As far as the methodology
of this research is historical and library based, data analysis is not based on
SPSS reports or other formats. At first, researchers will present additional data
gathered from valid and reliable references and then they will discuss shortly
on the effect of the Achaemenid travel strategies on the travel development of
that time. Later in chapter 5 this discussion will be more expanded and the
implementation of the research in todays tourism in Iran will be presented.

4.2. Major Discussions: Achaemenid strategies

During previous chapters, researchers have reviewed some available resources

on the Achaemenid history and the way that great empire was governing
everything in their vast boundaries
Having focused on the history of the time through travel and tourism
perspective the researchers have identified and presented the following
strategies as their finding:
37

4.2.1. Safety and security

According to Rezaeian (2007, p.56) Darius I, the most distinguished

Achaemenid king, pushed Persian dominance to its farthest limits. In the
course of some 30 years, the Achaemenid incorporated most of the times
known world into their empire. The Persian Empire was the first to include, as
Darius the Great proudly declares in his inscriptions, many people of many
tongues, all the people, in fact, of the earlier Near Eastern states of Media,
Lydia, Assyria, Elam, Egypt and Babylonia. This was an impressive feat,
known by the Greek as the world empire. Rezaeian (2005, p.16) in another
book had mentioned that To administer this vast Empire, according to
Herodotus, Darius divided it, into twenty eight provinces, each with its own
provincial governor or satrap.
Also, Rezaeian (2007, pp.57-61) has mentioned At the center of the Persian
Empire, was the great king of kings and his court, that moved seasonally to
their four capital cities: Susa and Babylon were used during fall and winter,
Ecbatana, 6000 feet above sea level, in summer and Persepolis for special
events and ceremonies such as the New Year or Nowruz festivities in spring.
Achaemenid royal inscriptions list twenty eight subject nations who are
symbolically represented on the monuments of Persepolis as throne bearers
or guardians of the empire. These people lived in twenty taxation districts or
provinces which the Greeks called satrapies (from the Old Persian
Khahathrapa). A civilian governor, the satrap, aided by a military
commanding officer and a treasurer, administered each satrapy. These were
soldiers to protect the Empire and to make sure that all lands were safe for
their residents and their king.
According to the Shahbazi (2004, p.109), From ancient literary sources it is
known that the elite of the Achamenid army formed an infantry corps of ten
thousand, picked from among the distinguished Persians. Their number
remained constant, for as soon as one of them became ill or died, his place was
filled by a new member. Hence they were called the Immortals. These were
the soldiers for the safety of this vast empire. (figure 4)

38

Figure (4) , Achaemenid Soldier,Kokh, Heidemarie, In Darius words,2010,79

Also, Shapur Shahbazi (2004, p.9) has mentioned the important factor about
the Achaemenids, True to their time-honored traditions, the Achaemenids did
not entirely abandon the nomadic lifestyle of their forefathers. They stayed in
Babylon during the cold seasons, spent part of the spring at Susa, and moved to
the cooler Ecbatana in the summer. Those cities were the political capitals of
the empire, but there were two other centers, both in the heart of their
homeland, the province of Parsa/Persis/Fars, which served as the ceremonial
capitals or dynastic centers of the state. One was Pasargadae, where the
coronation of the Great King was performed, and the other was Persepolis,
where other cultural or state occasions were celebrated. These changes in
capitals during seasons remind researchers of the second place to live. Today,
many Iranians travel to the north of Iran during spring and summer to enjoy
their life and have some rest in their holidays.
Rezaeian (200, p.:60) has discussed that, The Achaemenids initiated programs
to regulate the social and economic life of the empire. Taxes, weight, units of
measurement, and monetary units were standardized to simplify commercial

39

exchanges. While coins were already in use by the Lydians, Darius encouraged
the development and use of gold coins. Promissory notes were recorded on
clay tablets in Babylon. A banking system and even the use of cheques,
incidentally a Persian word, were promoted. The administrative and
bureaucratic organization of the empire was also fascinating. A good example
is indeed the information gathered from some 30,000 clay tablets found at
Persepolis in the 1930s.
Such a historical event which was initiated in about 500 BC, later in Europe
introduced in 19th century by Thomas Cook. As Jafari (2000, p.601) has
mentioned, Thomas Cook is credited with being the first travel agent when, in
1841, having chartered a temperance meeting, he sold the excursion to the
public. Jafari (2000, p.584) has mentioned in another part of the encyclopedia
of tourism that, The origin of the tour operator can be traced back to 1841,
when Thomas Cook chartered a train and organized an excursion to attend a
temperance meeting in United Kingdom. However it is in the period from the
early 1950s that tour operators have developed to become a significant part of
the travel industry. Advances in air travel have enabled the transportation of
large numbers of people quickly over large distances at relatively moderate
prices, and this factor, together with increases in disposable income and leisure
time, has resulted in the sustained growth of the sector.
As Shahbazi(2004, pp.5-6) has mentioned, Darius was a shrewd politician
and a farsighted state builder. He consolidated the system of empire by greatly
improving upon its institutions, laws, communications, and economy. He
constructed roads linking various capital cities and facilitating trade, dug
canals and constructed bridges, coined money, and instituted the Satrapy
system whereby each province of the empire was governed by three officials: a
governor or satrap, a military overseer, and a standing army (the elite of which
numbered 10,000 infantrymen and formed the royal guard known as the
Immortals), coined money, levied fixed taxes and encouraged cultivation.

4.2.2. Roads and transportation system(s)

Every pass which was used by animals, horses and people is road. All
Stratagems of Ashur from the easier past and bypassing the merchants through
40

the simpler mountain roads came from the early individual and group
experiences not from the solicitude and thoughts. According to Rezaeian (2007,
p.62), The main Achaemenid royal road linked Susa at the hearted of the
Empire to Sardis in Western Anatolia, close to the Mediterranean shores,
covering distance of about 1600 miles. Modern estimates suggest a total of
8,000 miles for the road system as a whole. One of the first and great works
of Darius the first was constructing the Royal road. Abdoli Fard (2004, p.21)
has discussed, Herodotus explained the rout of Royal road that extended from
Afsus (near the Aegean Sea) to the Susa and passed by the Lidia, Ferijie,
Cappadocia, Armenia, and Kisi and entered the central Empire which was Susa.
This road was 450 Parasanges(unit of length in Iran antiquity which is equal to
5 km and 328 m) equal to 2683 km or 1677 mil and had 111 ins which called
them station or stathmos. The length between each stathmos was 4 Parasanges.
Then he mentioned 90 days for each passenger to pass this road, although the
Chapars (Persian couriers responsible for the important mails or messages)
could pass this way in one week only.
Also Braint (1998, pp.754-755) has mentioned, From the Mediteranean side, we
knew 2 main roads which was from the Susa to Arbel (left side of Tigris) and
from the Arbel royal road by passing the north of Tigris, Euphrates, Armenia,
Cappadocia, Helis, the great Ferigie and Meander, to the Sardis. Herodotus
explained these roads as follows:
Roads

Distances

Stations

(parasanges)

(stathomoi)

Lidis Ferigie

94/5

20

Cappadocia

104

28

Cilicia

15/5

Armenia

95/5

15

Mati yen

137

3 to 4

Keisi

42/5

11

Table (2) Braint (1998, p.755) Caravansaries distance

Achaemenids focused on roads and among all of them Cyrus was the first
person to recognize the importance and role of roads. Herodotus mentioned the

41

comfortable roads and satisfied tourists who passed through these roads.
Abdoli Fard (2004, p.21) has mentioned the quality of the roads saying,
Historians talk about the good quality of the roads in that time and it was used
by chariots and horses. Also, Briant (1998, pp.759-760) has mentioned, In
contrast with the other roads, Royal roads usually were wide and construe by
the ancient writers as a hamaxitos which coaches were able to pass easily.
Roads such as Susa Persepolis, Susa Arbel and road which passed through
the Hyrcania. On these large roads passed not only the horse riders and
pedestrians but also a large number of travelers who were soldiers or casual
people that, according to Aeschylus traveled by movable hovel on those roads.
These travel chariots which Greeks named harmanmaxa were different from
the light chariot used in the war or hunt.
Briant (1998, pp.760-761) has discussed the conservation of the roads, It is
clear that for preserving the roads one ministerial organization with expert
workers had to be responsible. In China during the Tang dynasty 21500
officers on the pass and 100 expertise jemadars in the capital were responsible
for preserving the roads. During Achaemenid Empire because of the lack of
documents, the clear information about the roads was not available. Some of
the Persepolis clay tablets were maintaining the group of expertise for
conserving the maintenance roads and inauguration of the new roads. Also in
other documents the Satrapi and his assistant were responsible for the
conservation of the roads.
According to Gosch & Stearns (2008, p.52) Shi Huandis achievement in
unifying China was a turning point in the history of travel in East Asia.
According to Chinas first great historian Sima Qian (145-87 BCE), one of the
Shi Huandis signature projects was the construction of a network of five great
tree-lined fast roads that converged on his capital at Xianyang (near todays
Xian), linking the city to the eastern, southern, and northern regions of the
empire (lesser roads led west).

4.2.3. Accommodations

Achaemenid caravansaries or inns do not exist any longer in the present Iran
but their importance remains and has passed through the ages to the one of the
42

important eras in Persia which was Safavid dynasty. Rezaeian (2007, p.200)
has stated, From the beginning of the 7th century till the beginning of the 16th
century A.D., the culture flourished; there was a powerhouse of culture and
arts. Nevertheless, there was not a single Persian government [to rule the
whole country until the Safavids came to power in 1501. Rezaeian (2007,
p.204) has mentioned, The most distinguished of the Safavid rulers was Shah
Abbas who came to the throne in 1587. He built many caravansaries which
today exist and some of them are used as hotels or caravanserais.
From the canon of Ganjnameh, Encyclopedia of Iranian Islamic Architecture,
the book named caravansaries (2005, p.8), Irans location at the heart of the
ancient world, as the major link between the Orient and the Occident, Made
traveling a highly important issue in the country, where large distances,
sharply contrasting climes and unsafe roads made such endeavors still more
difficult. As power centralized government, economic prosperity and
flourishing trade depended on safe and comfortable traveling, the Iranians soon
came up with various solutions in this domain. One such thing is to build, and
constantly maintain, a multitude of caravansaries throughout the country.
Travelers visiting Iran in different periods have commented on the vital role of
caravansaries and attested to the secure and restful abodes they had offered
them against sandstorms, scorching desert heats, snow tempests and brigands.
According to Gosch & Stearns (2008, p.106) Inns or hostels that usually
included warehouses for goods and stables for pack animals. Called
caravansaries, the inns served the needs of merchants, pilgrims, officials and
scholars. Rezaeian (2007, p.232) has mentioned, The caravanserais, or inns,
were especially important in expanding trade under Shah Abbas who had many
of them built all across the country. The French traveler Jean Chardin had seen
many caravanserais within the capital, indicating that Isfahan had become a
vibrant commercial center. The most famed of these was the Abbasi
caravanserai in Isfahan, which today, stands as the most elegant hotel in Iran to
have traditional flare.
The book caravansary (2005, p.8) has mentioned, Caravansaries were
commissioned by rulers, governments and benevolent individuals. They were
usually built beside busy roads, using locally available materials such as mud,
raw bricks, fired bricks and stones, alone or in combination. A caravan could
43

often cover the distance between two consecutive caravansaries in a single day.
Water was a vital element in a caravansarys life and easy access to water
played a major role in the choice of its site. Water storage was also very
important; therefore, a water cistern was built inside or nearby every
caravansary. Other buildings, such as a bazaar or a bathhouse, also adjoined
some caravansaries, adding to the comfort of travelers.
Also, Gosch & Stearns (2008, p.149) have mentioned, Spaced about twentyfive miles apart (a days travel) and built like fortresses, the caravansaries were
places for travelers and their animals to rest after a hard day on the road. In
these establishments travelers could find food, water, a place to sleep, fodder,
stables and storage space for cargo. Some of the caravansaries, especially those
in cities, included space for buying and selling. The caravansaries were also
places where travelers could exchange information about road conditions catch
up on local gossip and trade tall tales with one another.
Later on their book (2008, p.37) they point out to number of inns and the
distance between them. According to Herodotus, there were 111 royal staging
posts (at intervals of twelve or thirteen miles), many excellent inns, and some
guard-posts along the route. Numerous rivers had to be crossed along the way,
for which there seem to have been ferries. Herodotus estimated that most
travelers on the Royal Road averaged about fifteen or sixteen miles a day,
meaning that the entire trip from Susa to Sardis would have taken ninety days.
Official couriers doubtless traveled much faster.
It is clear that Achaemenids did not use Persepolis as their main capital.
According to Pour Abdollah (2007, p.27), We know that Persepolis was used
for 200 years but sites and stairs which were found, shows that Persepolis was
not a place for living. It was utilized for special events such as Mehregan and
the national ceremony of Nowrooz. Also, later he refers to the main capitals
of Persia which was Susa, Babylon and Ecbatana were the political capitals
and Persepolis was the capital of spiritual, religious and national holly shrine.
In Persepolis all reasons for unity and harmony were existed. (2007, p.28)
The most interesting issue is the accommodation in Persepolis. Moradi Ghias
Abadi (2002, p.28), Here we are talking about the palace which known as the
Queen Palace, Internal Palace, Harem and Haremsara. Persepolis was not a
capital or accommodation. So, there was no need for using this kind of places.
44

This palace consisted lots of small rooms and limited and controlled entries.
From our point of view this palace was inn and accommodation for the group
of national deputations. This palace consists of 23 residential units which
exactly used for 23 Satrapies.
Today some caravansaries are being re-built in order to be used by tourists,
specially tourists who want to visit the caravansarys architecture. Some
astronomers visit these places and stay a night in the center of the desert. They
feel comfortable and enjoy their time.

4.2.4. Education

According to Xenophon (1992, pp.118-119),Cyrus gave the administrative

jobs, execution, financial wardens, local managers and local guards to the
educated people and for sustenance the horses and dogs he gave responsibility
to the special envoy. He gave this responsibility to the people who knew their
job; they were experts in this work and looked after the horses. He didnt give
the empire administration job to everybody and he responded this job by
himself. He selected his war assistance by himself. Whenever it was necessary
to send a man he selected him from this professional people. Also, he sent
satrapies to execute cities and/or to govern the new people (kinfolk). It has to
be determined that ambassadors were the best weapon to develop his political
ambitions without any war. He recognized that no job could be handled
without a responsible, proper, and expert person. Moreover, he knew that just
with these educated people the work had been finished in a way that he wanted.
So, he himself supervises the education and nurtures these workers.
Bakhtortash also mentioned (2009, p.419) Great Darius attempted in
exchanging medical information and had special attention to studying medical
knowledge. He built a Medical university in Sais city in Egypt and assigned a
knowledgeable and sacred man to manage it .There is an inscription on the
body of the statue which was unearthed and now is in Vatican which belongs
to great Egyptian priest called ojagorsaint . It was mentioned that in the time
of Cambyses and king Darius, ojagorsaint had a special medical status and was
the chief of protocol of the imperial court and he was assigned to build medical

45

school in the Sais city and provide book, stationery and educational equipment
of the students.
Later he pays special attention to the education system in Achaemenid era
which is One of the prominent works of Great Darius was simplifying
cuneiform alphabet and having special perspective to education and to learn
reading and writing which had a great role in Iranian cogitation and divergence.
This king in 514 BC has ordered to simplify cuneiform alphabet and also
universalize education. (2009, p.406)

4.2.5. Aesthesis

It is evident that aesthesis could be described in any kind of study and research.
Three strategies could be categorized as aesthesis. First of all, art, in the
complete sense of the word, was an important and effective strategy in
Achaemenid era. Secondly, Persepolis was a perfect model of aesthesis in
Persian history with special kind of architecture and led researchers to a
valuable travel and tourism strategy. At last, the availability of health and
cleanliness in any destination would be accepted as a kind of aesthesis. Each of
these parts is discussed more as follows:

4.2.5.1. Art

The role and importance of art has existed since 2500 years ago when
Achaemenids ruled the Great Persia. As Rezaeian (2004, p.15) has mentioned
Cyrus was also famous throughout the ancient world for his love of gardens.
Recent excavation at his capital city Pasargadae and the discovery of the
irrigation canals for his vast royal gardens support this fact. His gardens were
called Paradaisa, where life grew and water was the essence of life. This
garden may not be existed any more but the way of its architecture remains in
many countries. The researchers found out that this structural design in a place
such as Bagh-e- Fin in Kashan, Naghsh-e- Jahan square in Isfahan and also
many gardens in Europe. This attracts many tourists to come and visit these
fascinating places.

46

Rezaeian (2007, p.100) refers to Dr. Roman Ghrishman about the art, the
more vigorous and art, the greater its influence abroad and its chance of
survival, even on foreign soil. Sassanian art radiated over an area stretching
from China to the Atlantic; its influence was particularly great in the West,
where it inspired the medieval art. Later he stated, This influence can be seen
at the external wall of the 12th century A.D. church of Saint Etienne in
Beauvais, France, and numerous other places. (2007, p.101) These places and
monuments now became the reasons for many visitors and tourists to travel in
order to get familiarize with the culture and heritage of the countries. So, the
art can become the weapon to attract tourists in order to visit and get
acquaintaned with the new heritage and culture.

4.2.5.2. Persepolis (Takht-e-Jamshid)

Kokh (2006, p.12) has mentioned in her book, Persepolis and its surroundings
about the land on which Persepolis was constructed, In the heart of Parsa, the
Persian mainland, and next to the place, where the last and decisive battle to
ensure his power took place, he plans his residence as the centre of the empire
and the symbol of his rule. On the slope of the mountain Kuh-e Rahmat, the
mountain of mercy, a huge terrace was built, 300 m wide and 455 m long.
According to Shahbazi (2004, p.11), Darius did not intend to build a capital
here, with all its political and administrative appendages and an implication,
for Persepolis was far away from the political centers of the Persian Empire.
The German archeologist E. Herzfeld was right when he stated: on the whole,
Persepolis seems to have been a place that was founded and kept for historical
and sentimental reasons in the homeland of the dynasty but used only for
special ceremonial occasions.(E. Herzfeld, 1941, p.222, quoted in Shahbazi,
2004, p.11)
As Shahbazi (2004, p.12) has mentioned, Some scholars believed that
Persepolis served mainly as the center where kings celebrated the greatest
national, royal, and religious festival of the Iranians, namely Nawrouz (New
Years Day, the feast associated with the spring equinox). Rezaeian (2004,
p.36) has discussed that, Parsa, To this remarkable ceremonial center of a
world empire, there came on New Years day, the vernal equinox, on the 21st
47

of March, many peoples, representatives of many satrapies or governorships,

which Darius has established in the empire. From the lonian Greeks to the
Egyptians, from the Babylonians to the Indians, they brought all sorts of gifts.
Each delegation led by a Persian or Median noble, was presented to the king
with an explanation of what they had brought and then fetivities began
celebrating the New Years Day.(figure 5)

Figure (5), Persepolis, Werner Flex Dutz and Sylvia A.Matheson, 1998.pp.47

According to the Del Giudice (2008, p.42), whats so striking about the ruins
of Persepolis in southern Iran, an ancient capital of the Persian Empire that was
burned down after being conquered by Alexander, is the absence of violent
imagery on whats left of its stone walls.
Among the carvings there are soldiers, but theyre not fighting; there are
weapons, but not drawn. Mainly you see emblems suggesting that something
humane went on here instead people of different nations gathering peacefully,
bearing gifts, draping their hands amiably on one another shoulders. In an era
48

noted for its barbarity, Persepolis, it seems, was a relatively cosmopolitan

place-and for many Iranians today its ruins are a breathtaking reminder of who
their Persian ancestors were and what they did. Also Rezaeian (2004, p.44)
has mentioned, The pictures depicted in the Apadana reliefs portray an image
of peace and harmony. There is no sign of aggression or hostility. These
carvings and this holly place could create a center of attention for its beauties
and arts.
According to Shahbazi (2004, pp.37-38), This is clear by the fact that it stands
as the gatehouse of Persepolis, and was called by its builder Xerxes, the Gate
of All Lands (Duvarthim visadahyum in his Old Persian language). This
descriptive and colorful designation is much better and more appropriate than
other names such as the Gatehause, or the Gatehouse of Xerxes, and it nicely
demonstrates the nature of the Persian Empire and the purpose of Persepolis.
The empire was a federation of many nations each with cultural freedom and
national identity; and they met at one center, a sort of United Nations, which
was Persepolis. It was there that cultures met and people interacted and
benefited from each others skills and thoughts. One could say that the
Dialogue of Civilizations which is the hallmark of modern Iran was already
conceived at Persepolis twenty-five century ago.
As Shahbazi (2004, pp.63-64) has mentioned about the inscriptions in
Northern portico of Apadana or the Audience palace which was built by Darius
and his son Xerxes, These are wearing the Median and Persian costumes, and
they hold lotus flowers or fruits, and carry gyriti (combined quiver and bowcase). Some wear the Median robe (the candys), and all are adorned with
torques, earrings, and armlets, which are indications of their exalted positions.
All are shown in a relaxed mood and chatting happily; some hold the hand of
their companions while others touch their own beards or the soldiers of their
friends. The atmosphere here is that of guests going to a friendly party rather
than to a royal feast; indeed, one should expect nothing else. These nobles
represent the backbone of the empire; they shared all the responsibility and of
course, the power of ruling class.

49

4.2.5.3. Health and cleanliness

As Durant (1986, p.147) has mentioned for addicting to the hardship and
difficulty, people wore strong and similar as well as sleeping on the branches
of bushes during winter and summer. They did this because they thought it can
protect them from being pomp, comfort, and laziness. They do not like
individual hygiene and cleanliness for having a hard skin and muscles. In the
world which abandoned cleanliness and beautiful people, Cyrus the Great
maintained a culture and the reign which was focused on the cultural
attractions such as beauty, clarity, disciplinary, safety, the powerful
administrative system, and great roads and also a powerful post system to
invite the worlds in order to familiarize with the Persian culture.

4.2.6. Human rights

Firoozi (2010, pp.27-28) has mentioned the situation which was solved by
intelligent Cyrus the great: During childhood of Cyrus, his teacher put him as a
person who can judge. He punished Cyrus because of his mistake during one
problem. It was an older child with smaller shirt who grabbed a beautiful shirt
from a smaller kid. Cyrus told them that it was better to have a shirt suits you
and suddenly his teacher got angry. He told Cyrus that the only true judge in
this case was for the person who buys the shirt not a person who is bigger.
From that time Cyrus noticed the importance of law and rights.
According to the Del Giudice (2008, p.48), The concepts of freedom and
human rights may not have originated with the classical Greeks but in Iran, as
early the sixth century B.C. under the Achaemenid emperor Cyrus the Great,
who established the first Persian Empire, which would become the largest,
most powerful kingdom of earth. Among other things, Cyrus, reputedly a brave
and humble good guy, freed the enslaved Jews of Babylon in 539 B.C.,
sending them back to Jerusalem to rebuild their temple with money he gave
them, and established what has been called the worlds first religiously and
culturally tolerant empire. Ultimately it comprised more than 23 different
people who coexisted peacefully under a central government, originally based

50

in Pasargadae- a kingdom that at its height, under Cyruss successor, Darius,

extended from the Mediterranean to the Indus River.
Also Del Giudice (2008, p.49) has mentioned the cylinder resembles a
corncob made of clay; inscribed on it, in cuneiform, is a decree that has been
described as the first charter of human rights- predating the Magna carts by
nearly two millennia. It can be read as a call for religious and ethnic freedom;
it banned slavery and oppression of any kind, the taking of property by force or
without compensation; and it gave member states the right to subject
themselves to Cyruss crown, or not.
Shahbazi (2004, p.7) has mentioned an important factor about the
Achaemenids empires, Due to their liberal policies on the one hand, and to
their lack of experience in the field of monumental architecture on the other
hand, the Persians employed artists and artisans from among the subject
nations, and paid them fairly generously to design and build palaces in various
centers of the empire. In this way, different cultures and artistic styles were
brought into contact resulting in a flow of mutual influences.
Rezaeian (2007, p.61) has interviewed with Professor Matthew W. Stolper, the
University of Chicago, in his book and he mentioned, This is a list of rations
issued for one month to a group of workers. The workers here are described as
Kurtash, workers, but they are described as Kurtash of a woman named
Irdabama. Its a woman with an Iranian name, and she appears in quite a lot of
these texts as somebody who is in control of hundreds of workers and in some
cases issuing official instructions to other people in the systems.

4.2.7. Visa

Pierre Briant (1998, p.766) in his book discussed a document which was
necessary to possess to pass the road. He mentioned for military historians
also, these roads were paths in which army could easily find food and living
substances. But for entering these roads official document was necessary was
in the Q Seri tablets in the Persepolis they were called Halmi (sealing
document) ...
Later Pierre Briant (1998, p.767) pointed out importance of this letters is that
it gives us a specific picture of an official letter. Chief of every caravan must
51

be equipped with a sealed document which was transit permit and also a paper
for the journey ration and it was called in the Elamite language Halmi and in
Old Persian language viaytika. In these documents the number of passengers,
the amount of ration and the road they were taking was written.
As it can be concluded, there were different kinds of documents which are
nowadays called Visa available in that time. If anyone in the Achaemenid era
wanted to pass these roads to travel they must receive visas and if they wanted
to travel in caravans for the military reasons or others they must have had a
travelling pass which the destination, the road they were taking and the amount
of ration was written.
Today Ministry of Foreign Affairs of Islamic Republic of Iran investigates the
travel history, political orientation and the reason of traveling to Iran and
issues different kinds of visas to countries recognized as follows:

Tourist Visa

Pilgrimage Visa

Entry Visa

Double Entry Visa

Multiple Visa

Press Visa

Student Visa

Work Permit Visa

Transit Visa
(http://cms.mfa.gov.ir/cms/cms/Tehran/fa/ConsularAffairs/consuli/pasport/Vis
a/index.html)
It is evident that need of getting visa in any country is vital. They have control
on the political and also economical situation of the country. Governments also
could deliver specific statistics on the inbound and international tourism.
Referring to the evidence found in the Achaemenid history this strategic
tourism plan was for the reason of controlling over the vast nation of Iran on
those days but also it helped a lot in the matter of safety and security of the
roads which leads to attracting more tourists and travelers in that time.

52

4.2.8. Communication

Considering the findings of the researchers, communication in Achaemenid

period was divided into two main parts which were post and audio and visual
communication. Nowadays, there are different communication tools such as
newspaper, television and other kinds of advertisements. Researchers consider
these strategies as the source of information for the matter of safety and
security of the nation, but also it transfers other information and also indicates
the power of the government in controlling and governing the whole Persia
which represents a positive image of Persia in that time.

4.2.9. Sustainability

According to Rezaeian (2007, p.82), The Achaemenids were marvelous

administrators and enthusiastic patrons of monumental architecture and
intricate art. They established a multi-cultural and multi-ethnic dominion that
became a model for imperial organization for the Roman Empire in Europe
and the Sasanian Empire in Iran. This situation of Persia helps this land to
have sustainable empire in that period.

4.3. Data Analysis and Results

The table below shows the Achaemenid strategies:

No.

Strategy

Safety & Security

Road and Transportation System

Accommodation

Education

Aesthesis ( Art, Persepolis, Health

and cleanliness)

Human Rights

Visa

53

Communication ( Post, Audio and

visual)

Sustainability
Table (3) List of Achaemenid Strategies

This project had focused on some special strategies that were used by the
government of the Achaemenid Empire. In this part researchers discuss the
role of each strategy on the travel development of that time.
It is evident that safety and security are among the most important factors in
the history of tourism. If a destination is not safe due to war like today Iraq or
its under the terrorist attack like USA on 11th September 2001, the number of
domestic and international tourism decrease sharply. In the period of
Achaemenid Empire, although there were some wars but the whole nation was
mostly in peace.
On the other hand, while the political relationship between Persia and Rome
was not very good, but according to the examples of travelers on chapter 2,
The Roman were feeling safe to travel to Persia.
Confirming this hypothesis that safety and security of Persia in those days was
effective on travel industry, Bakhtortash (2009, p.427) in his researches
mentioned that: Susa gradually became the center of the word and political
delegates, kings who lost their kingdom or other political representative of
Greece who was in danger because of supporting Iran, had no asylum but the
beautiful Susa city.
On the matter of road and transportation, in those days there were three modes
which were sailing, travelling on foot and riding the animals like camel were
common, while now there are different kinds of transportation systems which
are invented through history like train or airplane. The important matter which
researchers can point out is that in Achaemenid era, some main roads were
built such as royal road which connected the nations of the West to the East. In
fact, one of the most important elements of travel industry is road and
transportation. So according to the findings on this matter, building roads and
providing safe transportation in that time was a strategy that increased the
number of travelers in that time.

54

Referring to the findings of the project there were several Inns in the way of
roads called caravanserai which provided shelter, food and place for the
animals to rest. Nowadays there are various kinds of accommodations such as
hotels, motels, resorts. In those days caravansaries were appropriate places for
the travelers to stay in and people felt safe and satisfied. Building those Inns on
the Achaemenid era was for multiple reasons with one of them was satisfaction
of travelers. They could rest there and prepare themselves for another long day
on the road. Also they could communicate with other travelers and could
exchange the news.
Referring to previous chapters researchers referred to aesthesis which holds
direct effects on tourism. The first factor in the point of view of researchers is
art. The art of Achaemenid era effect many nations on those days which
archaeologists find out this effect in ancient findings and also in the
architecture of the buildings. Moreover it helped travelers to find out their
necessary information about the place they will go to visit. This art worked as
a guide.

The second emblem of beauty is Persepolis which is full of art and aesthesis.
Persepolis was one of the capital cities in those days for several reasons, one of
which was the festivals and served the foreign guests. Lots of researches have
been done on the Persepolis which show that it impressed all of the people who
had visited and stayed in that era. It showed how powerful and hospitable the
Achaemenid Empire was. Some parts of this magnificent building still exists in
Shiraz city in Iran which attracts lots of archaeologists and tourists around the
world. Persepolis was build to show the glory of the Persian nation and still it
is a remarkable tourism attraction in the world.
The last factor is cleanliness. According to the previous chapters, researches
revealed that on the Achaemenid period there was special attention paid to the
matter of sanitation and cleanliness. Attention to this matter is always
beneficial for both, the residents, travelers and tourists. Special account of
Achaemenid kings to this matter was a strategy that presented a positive image
of Persia on that time, while travelers would feel safe that the danger of being
sick then was less in Persia and they enjoyed the cleanliness considering
Aesthesis.
55

Researchers also found out that in the Achaemenid period some specific
passports were issued for individuals to travel through the specific roads. This
simple strategy then is now a complex diplomatic policy between the nations.
In Achaemenid period, issuing visas was have directly impacted on the matter
of safety and security of the roads and also the government officials had
information and control on both domestic and foreign travelers on the roads.

The effect of the strategy which researchers called education on the travel
development in Achaemenid period could be pursued via two points. The first
one, referring to chapters 2, 4 there were some travelers whose main reason to
come to Persia was receiving education and gaining more knowledge. The fact
is that Achaemenid kings ruled the country the way that one of the interests of
travelers to visit their kingdom was to be more educated. The second matter
could be availability of education for the public then, which increases the level
of knowledge in the whole nation which has direct effect on how the residents
communicate with the travelers and guests.
While researchers studied that period in Persian history, people and the
government were famous for their hospitality and openness to the guest and
nationality or their religion was not affecting the way they treated their guests.
The Achaemenid kings, especially Cyrus the Great in his cylinder presents the
basic facts of human rights and in his act through time like returning Jews to
their homeland and giving them money for rebuilding their temple shows that
how much he respected people from other religious beliefs. It is evident that
the availability and execution of human rights in the Achaemenid kingdom had
positive impacts on the travel development then.

Moreover, communication strategy in that time which contained different

modes like post and audio visual forms increased the level of safety and
security in the nation (when they were used for the military reasons) and also a
way of exchanging news.
According to the evidence researchers found, the Persian kings respected
rituals. They respected four elements which were water, soil, fire and air. The
kings respect nature and people. They wanted to make sure these resources
remain for their sons. Sustainability was one factor that included all these
56

strategies. Travelers always liked to visit a country which was sustainable.

Nowadays also tourists prefer to visit the stable and sustainable places where
they can feel in ease and enjoy their time.

57

Chapter 5. Conclusion and Suggestions

In this chapter, the researchers are going to present their final conclusion through this
thesis. It is very important to look for the history of a country enjoying a glorious
history. The researchers are interested in the history of their homeland and want to open
the windows of the past into recent life for the future of their country. The aim of the
present research was to find out the answers for three research questions which are as
follows:

What were the main strategies related to travel during Achaemenid era?

What were the effects of Achaemenid strategies on travel development in that time?

What are the implementations of the findings of the research in todays tourism of Iran?
According to Dutz and Matheson (1998, p.14), The Persians did not come only as
conquerors, but as revolutionary innovators. They brought stability and order through
the famed Laws of the Medes and Persians, as well as an unheard of respect for existing
religious institutions, which guaranteed freedom of worship and accepted the religions
of all peoples. This research has mentioned the important tourist attaraction strategies
of Achaemenid Empire. The strategies such as safety and security, roads and
transportation system, accommodation, education, aesthesis (which includes art,
Persepolis, health, and cleanliness), visa, communication, and sustainability which
helped Persia to be one of the powerful empires in the ancient world.
58

These strategies assisted the Achaemenid Empire to be a safe and comfortable country
for its residents as well as the travelers to freely travel throughout the land of Persia.
These strategies affected the situation of Persia and the relationships among the
satrapies. The researchers mentioned the main aspects of these strategies and their
effects on the situation of the traveling in 2500 years ago.
Finally in line with the third research question the Achaemenid Empire strategies and its
effects on tourism development in Iran today will be presented as follows:
Safety and security was the first strategy of the Achaemenid Empire and it helped this
country to gain its stable position. Persia was one of the biggest empires in that time and
was very difficult for this vast country to be safe and secure. When most of the
countries had internal problems and were in terms of chaos, Persia enjoyed safety and
security. Travelers and merchants easily were passing through this land. Travelers from
Greece and Rome wanted to travel to Persia and stay in this land to capture the
necessary knowledge or accomplished a mission from the empire. It is clear that the
situation of Persia made the country a comfortable and suitable place to live and travel
to. Considering the vital concept, of the safety and security the researchers realized that
the main reason for travelers and tourists to travel through one country is their feelings
of safety. The concept of tourism is more reliable in this century than travelers
itself. Tourists always want to travel to the safe places. They want to feel free and
experience a different life. They want to move from their ordinary lives to the new place
or country but not the place with fear and lack of security. After 11th September 2001
and the terrorist attacks in USA the amount of tourists in the world was decreased due
to the lack of safety and security. The other example could be referred to the situation of
Afghanistan and Pakistan, two neighboring countries of Iran located in the east side of
this country. Despite Iranian potentials in tourism, we have witnessed a sharp decrease
in tourism in this country. One of the reasons of which is the lack of safety and security.
Whenever safety and security raise the number of tourism can increase but its not the
only factor to develop tourism. National and international situation of Iran can affect
tourism development but its not the only factor to be recognized.
The other factor mentioned as Achaemenid strategies to develop tourism then is roads
and transportation system. Roads and transportation systems played a particular role in
the Achaemenid Empire for the safety of Persia as well as the comfort of its travelers.
There were many travelers, merchants and residents who were likely to move from one
place to another. So, the easy access to the main capitals or cities was made possible
59

through these roads. There were some royal roads as well as the other roads which were
used by the people and official guards. Also, there were people whose responsibilities
were to look after these roads. So, the roads were not going to be destroyed and always
remained in a good condition. These roads helped travelers to easily travel to their
destinations. Today, the roads play the vital role for the tourism industry but considering
development of transportation and technology there are new aspects introduced to this
world such as airplane, cruises and trains. For the easy access of these new
transportation facilities to wherever people want to go it is necessary to develop rails,
and control air passages and sea routes. Today tourists would like comfortable and fast
way, to reach their destinations. Developing roads, railroads, air passages and sea routes
can help passengers and tourists to access their destination.
The third part is the accommodation. In 2500 years ago Darius had presented
comfortable places for accommodation of travelers and government agents. In the roads
he established caravansaries in the reasonable distances.

The distance of these

accommodation facilities were passed in one day by a caravans. Persepolis was one of
the strategic places in that time. In this palace which travelers, governmental agents, and
satrapies gathered for ceremonies the accommodation was provided. Nowadays,
accommodation plays a particular role for tourism development. Tourists want a place
with the comfortable atmosphere and a place to feel at home. The types of
accommodation may differ in the present century but they still play the same role and
have the same characteristics for the tourism. People like to travel to the country with
the accommodation full of comfort and joy.
The other point to be mentioned is the type of accommodation. Iran for its
characteristics and the history has particular attractions. Caravansaries would be the
useful attraction to attract tourists to stay in this historical accommodation. Tourists can
feel that they are staying in the ancient time.
The other strategy is education. Based on different documents the researchers found
education played the vital role for the empire. Cyrus the Great was interested in the
peoples education and offered the jobs to the persons who had enough skill and
knowledge. This is very important for the country to have people with the necessary
awareness and knowledge. In the sculptures of Persepolis there were groups of
delegations whom where guided by one Medes or Parse noble. They were fully
educated to guide these guests during Newrooz ceremony. Education helped to develop
traveling during Achaemenid Empire.
60

For the present century education is very important. Tourism industry requires educated
people to develop its domain and activities. This can help develop tourism. The related
education is required for the people in all parts. The educated person knows how to
organize the plan and go for its goals. In researchers point of view, tourism industry
has to employ the educated people related to tourism department to be successful and it
should give priority to training and education. That would lead employees to be more
effective in tourism department and this industry can be developed by recognizing the
important needs and demands of the tourism sector.
The aesthesis in that period was very important. People specially the kings focused on
the beauties of the palaces they lived in. They built fascinating gardens and magnificent
palaces. The art and beauty played significant roles to attract people in that time.
Persepolis was one of the most significant palaces for travelers who visited Persia in
that time. Persepolis art show the special architecture work as well as the story and the
reasons for constructing this palace. This art with stones presents the history of the
Persia. It shows the people who travelled to this palace, the empire, and the gifts which
were presented by the satrapies. The interesting point of this art is its messages.
Persians, before Achaemenid Empire had submitted the information on how they
constructed the palace, who were the architects, how many people worked on that
monument, and the other specific data. These sculptures show the hospitality and
peaceful atmosphere in that time as well. These arts can be used as the historical
documents in order to declare the mysteries of the past. Also, in all centuries the arts
can be the factor to attract tourists. Tourists are always attracted to the country which
has lots of historical monuments and beautiful palaces which shows the position of
culture and history of one civilization.
The other part of the aesthesis is health and cleanliness; the point which was really
important for the Achaemenid Empire and could attract travelers to travel to that
country. Health and cleanliness for each country is one of the factors which guarantee
tourism. When one country faces the dangerous virus such as SARS or H1N1, rate of
tourism there will be decreased sharply. Most of the tourists would like to see the clean
and tidy staffs, tourist guides, waiters and waitresses. So, health and cleanliness was the
vital factor in the ancient world of tourism in Iran.
Human rights were one of the most interesting and vital items to be recognized in 2500
years ago. It was the first time that one empire talked about human rights. Cyrus the
61

Great presented his cylinder for Babylonian people. He respected their ideas and
religions. There are some inscriptions indicating that people have specific wages for
their works despite their gender or nationality while in other nations then such as Egypt
people were forced to work. There was no slavery and for constructing Persepolis
workers were recruited. The evidence shows that a woman was the head of the group of
workers. It seems that the discriminations were very low. Also, they respected the
travelers. They traveled throughout this land without any fear. Human rights would be
one of the factors which assist Persia to be the place that many travelers want to see.
This could be one factor to develop traveling in that period. Today, human rights have
the new faces in this global world but have the same characteristics. It talks about
equality, respects and freedom. The equality of the employee without discrimination
based on the gender, social classes, nationality, and age help them to respect human
rights in their own turn and be responsible for their positions. It is very vital to employ
people and workers who are satisfied because of these factors. This respect affects the
efficiency of the employee and it increases the satisfaction of the customers. In tourists
point of view, tourists and travelers want to be in the place full of respect and happiness.
If they know their rights and the host community know their rights as well.
Visa was an interesting point to be considered. The attractive point in the past was a
paper that allowed travelers to easily pass through Persia while they had authorization
from government. This visa was given to the Greek or Roman travelers or citizens to
pass the royal roads. This could affect the travel developing in the past. Such diplomatic
paperwork, nowadays also plays significant role in tourism industry. This certificate
allows international connection between different civilizations. The certificate that
connects nations, and develops peace in the world is visa. If developing tourism is
reasonable it will bring peace and understanding among different nations. So, the world
stands under one unit flag of peace and it finally leads to global village.
The other point is communication. In the past the communication was related to
exchanging news for the empire of the Persia. It was related to safety and security. By
this message the empire knew that which places were safe and which states wanted to
be more watched. This could help developing travel industry in that period. People
knew where was safer and they traveled to or merchants passed through the safe roads.
Today communication faces different aspects. Developing technology and introducing
internet has brought the new world to the tourism industry. People gather useful data
related to the host country from internet sources. People can communicate and transfer
62

their experiences and advices to others on social networking websites or increase their
knowledge about their destination through tourism websites. It is evident that human is
a social creature in this world and communication is one of the essential tools for
transferring information among people. Although in Achaemenid period there were no
telephone, faxes, television or internet Bisoton inscription was just like a big billboard
in different languages in a highway where most of the travelers must have seen it. This
fact shows that, those kings were also trying to communicate with the rest of the world
and present Persia as a nation of safety and peace. Today also, Iranian tourism
organization must focus on the point that the proper image of Iran which could be
spreaded to the world by right tool of communication will highly effective tourism
industry in Iran.
Moreover, from the evidence on Persepolis inscriptions the researchers found out that
hospitality and friendly relations among different nations during Nawrooz ceremony
played a significant role in the development of tourism in the ancient world. Today
talking about dialogue of civilization could be one positive and powerful aspect among
nations and probably can bring peace to the world.
The last strategy in the ancient Iran to attract tourists was sustainability. It was
interesting to focus in the sustainability in that time. Taking care of the natural resources
and all strategies that were mentioned before in this whole research could be defined as
a reason and that is to have sustainable situation. Responsible and knowledgeable rulers
helped Achaemenid to be sustainable, although it remained until the Xerxes death. After
Xerxes Achamenid Empire faced with difficult situation and they were not as
sustainable as before. They respected 4 elements (water, air, soil and fire) to be clean
and believed to take good care of them. So, by looking after water, soil, air and fire they
thought that they could have a sustainable empire.
Sustainability also, is one of the most vital strategies in tourism development in the
present world. By looking through the capacity of each area to attract enough tourists,
Iran can be the destination to be attracted by tourists. Sustainability could be an
important strategy in Iran if the country wants its resources still remain for the next
generations.

63

Suggestion

Tourism can be beneficial for the country as well as the whole world. According to
Jafari (1986, p.491), Tourism cannot bring peoples of the world any closer if they
remain divided within each country. Jafari also, has mentioned that international
tourism can enhance cross-cultural communication and reconcile populations divided by
political boundaries. So, developing tourism in one country can be a good tactic for
the world.
In this chapter searchers tried to have general review of the finding of their research
while discussing the implementation of those strategies in tourism development in today
Iran.
Finally, some suggestions will be made as follows:

Financial investment in re-building the remained old caravansaries to appropriate

visiting site for historic tourists

Building few inns in the old way of royal road (which is in current Iran now) with

the same concept and atmosphere.

Developing social sustainability for the residents.

Using a right mixture of marketing and advertisement to present positive images of

Iran in the world especially in the matter of safety and security, health and cleanliness.

Decreasing bureaucracy in getting Iranian Visa especially for the European and

American citizens.

Preparing Achaemenid package tours and cooperating with neighboring countries

that were part of Persia before and tourists could visit all four capital cities of that time.

Planning for empowering local tourism organizations in order to decentralize

tourism industry in Iran.

Increasing private sector partnership or accepting more joint-ventures in order to

improve roads and transportation industry.

Recruiting more educated and trained people in tourism industry.

Planning tourism the way it can reach the goals of sustainable development.

Gathering valuable Achaemenid period remains from the museums all around the

world and presenting them in one specific museum in Iran.

64

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