Mashhad is not only a megacity for religious tourism (nationally and internationally), but also a major source of revenue for the government of Iran. Mashhad's potential to become a more economically lucrative city for the halal-conscious tourist has sparked expansive development by the Islamic Republic of Iran. The government in its halalization of the city is investing money into a wide array of tourist-related establishments, including hotels, to become members of a global halal-certified business and to take advantage of the rapidly growing religious tourism industry.
To issue halal certification, in 2014 the Iranian government established the Halal National & Regional Research Center as a new division in the Agriculture Research Institute. From an economic perspective this is a sound investment for the Iranian government with a prospect of lucrative economic rewards. Halal certification in Iran is also a timely project since, according to recent studies, halal tourism is among the fastest and more lucrative form of travel among Muslim travelers. Mashhad has without doubt the potential of becoming one of the most significant Shi`i halal pilgrimage destinations in the world. With already over 2 million visitors annually coming to this city, the halal certification makes it even more attractive for international Muslim halal-conscious tourists.
This paper also discusses the expansion and many improvements in infrastructure, park maintenance, public art projects and many other beautification projects in Mashhad to attract tourists in even greater numbers not only for religious purposes but also to enjoy the city itself and all it has to offer.
While Iran is investing heavily in making Mashhad a destination for the halal global religious tourist, it is also striving to be the second largest Muslim pilgrimage destination for the Shi`is in the world (after Mecca). At the moment, Iran can easily attract Shi`i pilgrimages into a country deemed safe when compared to other Shi`i tourist destinations such as Syria and Iraq.
