This research explores the challenges and opportunities facing Iran’s hospitality industry from a cultural and historical perspective, with a particular focus on creative tourism. Given the nature of the subject, the study employs a descriptive research method. In terms of data collection, a qualitative approach was adopted. The statistical population comprises managers and deputies within the hospitality industry in Isfahan province. To determine the appropriate number of participants, the saturation rule was applied, ultimately resulting in a sample of 20 individuals selected through purposive sampling. Data collection was conducted using field methods and a semi-structured interview process. The collected data were then analyzed using MaxQDA software. The findings highlight several key strategies for enhancing creative tourism in Isfahan’s hospitality sector. These include developing local experiences, improving the quality of creative services, diversifying tour offerings, establishing local collaboration networks, leveraging technological marketing, and supporting local businesses.
