Analyzing the Relationship between Tourism and Social/Cultural Activities During the New Year Celebration (Nowruz)(Case Study: Iran Mall Project, Tehran)

Nowadays, tourist and commercial centers are constantly expanding. These days, a grand project called “Iran Mall” has been constructed in District 22 of Tehran, which is a magnificent example of the capabilities of Iranian engineers using state-of-the-art technologies. It has managed to significantly change the appearance and structure of its surrounding area. One of the factors that has contributed to the recognition of this shopping center and attracting tourists is the organization of events and special occasions, which connects the tourism industry with the economy. This article examines the Nowruz event in Iran, its cultural and social activities, and its relevance to a commercial platform. The descriptive-analytical method, along with library studies and field visits through interviews, were used for this purpose, and the role of organizing such events in the formation of important tourist centers in Tehran was identified. Shopping centers have played a significant role in the development of social interactions and the improvement of urban life. Iran Mall, by utilizing large spaces, organizing multiple events, and providing diverse facilities, meets international standards. Even during the COVID-19 crisis, it played a crucial role in changing the use of spaces and solving societal problems. Overall, the completion and development of this cultural and commercial landmark, as an Iranian and Islamic symbol, has had a considerable impact on attracting tourists, despite some criticisms such as the lack of architectural coherence in the spaces.