Bagher Gorgin

Tourism is considered one of the most important drivers of economic and social development in many coastal cities around the world. The aim of this study is to formulate strategic approaches for tourism development in Bushehr city using a strategic planning framework. The research is applied in terms of purpose and descriptive–analytical in terms of methodology. The statistical population consisted of experts and specialists in tourism and urban planning, and the required data were collected through a questionnaire. Data were analyzed using the one-sample t-test and strategic planning tools including the SWOT matrix, Internal Factors Evaluation (IFE), External Factors Evaluation (EFE), and the Quantitative Strategic Planning Matrix (QSPM). The results indicated that Bushehr city possesses significant tourism potentials such as its coastal location, historical and cultural attractions, and the hospitality culture of its residents. However, the city also faces several challenges including inadequate tourism infrastructure, limited accommodation facilities, and insufficient investment. Findings from the QSPM analysis revealed that strategies such as developing digital tourism marketing, expanding accommodation infrastructure, and encouraging private sector investment are among the most important priorities for tourism development in Bushehr. Overall, the results suggest that implementing the proposed strategies can significantly contribute to sustainable tourism development, increase tourist attraction, and improve the economic and social conditions of Bushehr city