Introduction
In recent decades, tourism has been recognized as a key driver of sustainable urban development, with its economic, social, and cultural impacts well-documented. Music, as an indicator of urban identity and lifestyle, plays a unique role in cultural tourism and can serve as a catalyst for visitor-centered experiences. Sanandaj joined UNESCO’s Creative City of Music network in 2019, but challenges such as declining museum visits, poor communication, and a lack of multifunctional event spaces have hindered the full utilization of its cultural assets. Furthermore, urban safety considerations have not been systematically integrated into the design of music-based tourism experiences.
We ask:
What are the strengths, weaknesses, opportunities, and threats of Sanandaj’s music-based urban tourism?
Which operational strategies can leverage strengths/opportunities while mitigating weaknesses/threats?
Contributions: (i) Localization of the Creative City of Music framework to Sanandaj; (ii) Translation of SWOT into place-based, TOWS strategies (governance, infrastructure, events, education, services, branding); (iii) A policy agenda for municipal authorities, the private sector, and civil organizations.
Methodology
This research utilized a qualitative descriptive–analytical design. Data were collected through documentary review, field observation, and 10 semi-structured expert interviews from various fields, including urban planning, architecture, music, and tourism. Thematic analysis was integrated with a SWOT/TOWS framework to identify strengths, weaknesses, opportunities, and threats. Based on expert judgment, indicators for the Creative City were prioritized (Very High, High, Indirect/Long-term) and used to weight strategic decisions. Event-safety elements—such as capacity, crowding, lighting, egress, and host training—were coded as a cross-cutting dimension across all analyses. Validity was reinforced through independent coding checks and feedback from external experts. This comprehensive approach allowed for the identification of strategic choices and the development of strategies for enhancing musical tourism in Sanandaj, with a clear focus on event safety and visitor experience quality.
Results and discussion
Using the Creative City of Music framework, the gap between “cultural and spatial assets” and “creating real visitor experiences” in Sanandaj is identified as follows: where music flows as the city’s language in place storytelling and event safety is integrated, the experience economy emerges. Key indicators such as cultural identity, event diversity, museums, and hosting quality help activate demand. The path from “asset” to “experience” passes through four layers: creative capital, places and infrastructure, policy and participation, and branding and experience.
Museums and urban heritage need reevaluation. Although sites like the Kurdish House and Meshir Divan House offer cultural “assets,” visitor numbers show the link between “historical asset” and “visitor experience” is weak. Museums should become narrative hubs where Sanandaj’s music flows, creating peak moments in the experience. Along with this, visitor safety, from capacity to emergency routes, is an essential part of the experience quality.
Findings show that city capacity can be grouped into thematic clusters. For example, in the natural cluster, spaces like parks haven’t yet become venues for open-air performances. Standardizing sound, lighting, safety, and crowd management in these spaces is a strategic priority. Similarly, event-driven clusters need stable events with set dates, advanced ticket sales, and improved safety protocols to turn them into “travel drivers.”
In the religious cluster, auditory cultural experiences designed with safety in mind attract new audiences. The Sanandaj Music Story Route with multilingual QR codes increases interaction while ensuring safety. Additionally, accommodations need to connect more with musical experiences by offering event-experience packages that include safety standards.
The research also emphasizes the need for a unified system across governance, infrastructure, and experience design, aiming for a sustainable and culturally-driven tourism model.
Conclusion
This study aims to develop strategies for urban tourism in Sanandaj based on its musical identity. As Iran’s first UNESCO Creative City of Music, Sanandaj holds rich cultural assets but faces challenges in transforming them into a compelling tourism experience—such as limited event spaces, weak digital marketing, and insufficient accommodation capacity.
Using SWOT analysis and qualitative themes, a strategic package was designed across four groups (SO, ST, WO, WT), including Nature–Music Corridors, Storytelling Routes, Night-time Economy Development, Multilingual Destination Portal, Event Support Funds, and Quality Accommodation Certification. Each strategy is linked to key performance indicators for continuous monitoring and improvement.
Effective development requires alignment across four layers: creative capital (artists, skills, networks), infrastructure (venues, accessibility, safety standards), governance (cross-sector collaboration, unified event licensing), and branding (place-based storytelling, multilingual marketing). Event safety and environmental comfort are core components of the visitor experience.
Ultimately, through smart experience design, infrastructure enhancement, and modern marketing, Sanandaj can transform its UNESCO title from a symbolic label into a driver of sustainable urban development, where music becomes the language of the city.