Tourism has become an essential driver of local and national economies, and health tourism is one of its fastest-growing sectors. In this context, destination branding plays a vital role in enhancing competitiveness and creating distinctive identities. However, building a destination brand often faces major obstacles, particularly in emerging destinations. This study investigates the challenges of branding Sareyn, a well-known hot spring destination in northwest Iran, as a geothermal-based health tourism hub. The research is qualitative and exploratory, employing thematic analysis of semi-structured interviews with 18 experts, including academics, practitioners, and tourism stakeholders. Data were analyzed and categorized to identify central themes shaping the branding process. The results reveal two groups of themes. The first consists of key challenges such as infrastructure limitations, governance and policy issues, weak marketing strategies, insufficient research, human resource gaps, low investment, limited networking, and concerns about sustainable development. The second includes supportive factors that could strengthen branding efforts, namely complementary attractions and services, competitive advantages, and the necessity of targeted marketing. Overall, the study demonstrates that Sareyn holds significant potential as a geothermal health tourism destination but requires systematic planning, stakeholder collaboration, and improved management strategies. The results provide significant directions for policymakers and tourism managers, showing pathways to strengthen the city’s brand and contribute to the broader development of health tourism in Iran.
Mostafazadeh et al. (2025) studied this question.