Agricultural tourism with a high capacity to utilize local products is one of the new approaches to developing rural tourism. Over the past six decades, saffron has transformed from a complementary product to one of the main pillars of the local economy in Natanz city.

The present study, with a qualitative approach and ethnographic method, analyzes the livelihood transition from cultivating low-yield crops such as potatoes to cultivating and supplying saffron, its role in the formation of saffron tourism, and examines the capacities of this type of tourism in Natanz city. Data were collected through participatory observation and in-depth interviews with saffron farmers, rural women, local informants, and tourism activists and analyzed using thematic analysis. The findings show that the transition to cultivating the world's most expensive spice has increased the capital and social status of the residents of Natanz city and has paved the way for its transformation into a tourism experience in the last two decades. This study also emphasizes that the importance of saffron tourism is not limited to visiting saffron fields and selling saffron products, but rather the indigenous knowledge of saffron farmers, family participation in the production, harvesting and supply process, the lived experience of farmers and the cultural identity of the village constitute the most important elements of the attractiveness of saffron tourism and considers the development of saffron tourism as a strategy for linking the local economy, local culture and sustainable rural development.

Analysis of ethnographic data showed that the process of planting, keeping, and harvesting saffron in Natanz involves a series of social interactions and family division of labor. This feature prevents tourists from encountering an agricultural activity upon entering the production space and allows them to learn about the lifestyle of saffron growers, local values, and knowledge. Therefore, participating in saffron harvesting or being present at the stages of saffron cleaning is a cultural and educational experience for many tourists.

Saffron in Natanz has characteristics that make it a source of local development. This capacity is formed from within the local community and based on knowledge, skills and experience, and its continuity depends on the active participation of saffron growers and tourism activists. Therefore, any planning for the development of saffron tourism will not be successful without considering the role of the local community, and they must participate in the design, implementation and management of saffron tourism activities as owners of knowledge and intangible heritage.

The development of saffron tourism also faces challenges. The limited tourism infrastructure in some villages, the lack of coherent planning to introduce this potential, weak marketing, and the lack of effective linkages between the agricultural and tourism sectors are the most important obstacles to utilizing these capabilities. These challenges indicate that having natural and cultural potentials alone is not enough to form sustainable tourism and requires policymaking and the participation of the local community.

In addition to being categorized as agritourism, saffron tourism is a type of creative tourism or a sustainable form of tourism that is based on learning in saffron fields and provides the opportunity to develop creative capacities through the active participation and experiences of the residents of the saffron growing area. Thus, the self-awareness, self-knowledge and self-confidence of visitors are strengthened. Creativity is an important part of the tourism destination and they will realize other values of the tourism destination such as the culture and nature of the local community.

Therefore, if coordination is established between saffron growers, agency owners, tour operators, and accommodation center managers, saffron can be viewed as one of the tourist attractions and Natanz can be considered as a saffron tourism hub in the future. According to the research findings, the development of saffron tourism in Natanz will lead to sustainable rural development when it is based on the internal capacities of the villages and the active participation of the local community. In such circumstances, tourism helps to increase income and diversify the rural economy, and also helps to strengthen local identity and increase the social value of agricultural activities.

The results of the research show that the development of saffron tourism in Natanz will help diversify the regional economy, preserve indigenous knowledge, strengthen local identity, increase the income of villagers, and subsequently strengthen various aspects of sustainable development in the region.

The most important asset of saffron tourism is the indigenous knowledge of saffron growers. Knowledge that is formed through experience and family cooperation and includes practical skills, beliefs and lifestyles related to saffron. Therefore, protecting this knowledge and providing the possibility of transferring it to tourists is one of the most important characteristics of saffron tourism development.