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Purpose The main objectives of the current study are to assess the existing situation of historical city centers in Iran and to offer prioritized appropriate regeneration strategies for their sustainable development. Design/methodology/approach The study is based on a questionnaire-based survey in four historical city centers of Iran: Kashan, Naeen, Ardakan and Yazd. The required data have been collected using multiple tools including questionnaires and interviews with local residents and officials in the aforementioned case studies. Using the strengths, weaknesses, opportunities and threats (SWOT) technique, a set of appropriate strategies for the sustainable regeneration of these valuable fabrics has been proposed and the best of them have been prioritized employing quantitative strategic planning matrix (QSPM) matrix. Findings The results show that the current situation in all the case studies is not in line with sustainability and cultural heritage protection. Their multiple problems are mostly associated with their weaknesses, whilst their strengths, including a considerable potential as a tourism attraction, are scarcely exploited. The experts and residents surveyed for this research have provided basic information to establish the conservative strategies that should take priority when preparing the urban regeneration process of these areas. Originality/value Since most of the adopted regeneration strategies in Iran are not supported by empirical studies, the current study largely fulfills this shortcoming by setting up a proper diagnosis of historical city centers in Iran and proposes the most appropriate regeneration strategies based on the findings.
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