Strategic tourism planning plays a significant role in economic growth and local development. This study aims to formulate strategies for enhancing tourism in the mid-sized city of Zanjan, focusing on identifying the sector’s potentials and distinctive characteristics. The research is applied/developmental in purpose, descriptive-analytical in nature, and employs a mixed field-documentary methodology. Accordingly, the analytical framework is based on the SWOT model (Strengths, Weaknesses, Opportunities, and Threats) and utilizes the Quantitative Strategic Planning Matrix (QSPM) to prioritize strategies. The statistical population consists of residents and tourists in Zanjan, with 384 questionnaires distributed based on Cochran’s formula. To assess the weighting and evaluation of strategies within the analytical models, the opinions of 25 experts were gathered through online sessions. Findings indicate that religious sites, such as mosques and shrines, are more appealing to older age groups, whereas recreational complexes attract younger individuals. These differences in preferences reflect the psychological, social, and cultural needs of each demographic group. Additionally, the analytical results reveal that the tourism industry in Zanjan faces challenges such as low tourist interest, weak management, lack of effective advertising, absence of a comprehensive tourism plan, and inadequate infrastructure. Given that the mean score of internal factors (2.61) is higher than that of external ones (2.31), and internal strengths dominate the analysis, the city’s strategic position within the SWOT matrix falls into the Conservative or Diversification strategy quadrant. In line with this, the results of the QSPM model also identify diversification strategy as the most attractive option, with a total attractiveness score of 5.89. Therefore, attracting private sector investment to protect and economically enhance tourist attractions can be considered an effective approach toward achieving sustainable tourism development in Zanjan.