Samira Abedi - Master of Architectural Engineering, Islamic Azad University, Science and Research Unit, Tehran, Iran.

Today, tourism is one of the industries that is growing rapidly and has become a tool to increase the national income of the countries of the world. One of the most attractive branches of this industry is tourism architecture, which has recently attracted the attention of many countries of the world, and for this purpose, managers Museums and mayors in some cities of the world are trying to take steps to attract tourists and promote their cities by hiring prominent architects of the present era and designing unique architectural works. Architecture, according to Aldo Rossi, "is at the same time a place, an event and a symbol". Apart from the construction in the "traditional" sense that one perceives, it is also the process by which a building is lined up. It is therefore understood that the concept of architecture which is used, depending on the purpose, as a means of representation, use, impression, but also commercialization. In particular, regarding to the relationship between Architecture and Tourism, buildings and spaces are understood as "products", that means as a series of enhancing activities while at the same time are completing the image and identity of a place (place branding). The aim of this study is to explore the value of iconic buildings to tourism, while assessing their economic and social value in tourism using the benefit transfer method. For example, the Sydney Opera House is exemplary in this respect and is estimated to contribute "US $ ۶۴۰ million in annual expenses to visitors to Sydney", as it attracts visitors, indirectly encouraging them to spend the night and further. Concluding, it is noted that the value of virtual architecture is often attributed to the construction of brick and reinforced concrete, while the wider benefits that a building can offer are often overlooked or underestimated. However, what attracts the most stray visitors is the design of the buildings and the virtual architecture which in turn identify a part (country or city) of these important landmarks. While the goal of architects is not to create tourist attractions with economic benefits, however, many are increasingly aware that successful design and functional buildings become attractions for visitors on their own – which form an external environment that requires appreciation, so in the end to end up like tourist products.

Iconic architecture, Architecture, Tourism, Attraction, Economic Prosperity.