Today’s successful companies at all levels have one thing in common; their success is founded upon a strong customer focus and heavy commitment to marketing.

On the other hand, one of the major world trends in recent years has been the phenomenal growth of services. Nowadays, services sector- especially tourism- enjoys a considerable share in international trade. In 2002, international tourism receipts has risen to 474 billion dollars. This shift towards a service economy has largely arisen because of rising affluence, more leisure time and the growing complexity of products that require servicing.

Considering the two main reasons stated above, this study discusses the role of tourism marketing in attracting more tourists to Iran. Tourism marketing is a managerial process, which includes anticipating and satisfying the needs of current and potential tourists.

To test market orientation among Iranian tourist companies, a questionnaire has been used. Upon questions in the questionnaire, research hypotheses have been extracted. Those relevant to tourism industry and tourists have filled out the questionnaire. In 95% confidence interval their responses have been analyzed and the results have been presented. Both of respondents have emphasized on paying attention to Market Orientation as a key for attracting tourists to Iran.

Tourism, Tourist, Tourism Marketing, Market Orientation, Tourism Management.