With the rapid advancement of information and communication technologies, the concept of smart tourism has emerged as a contemporary approach to urban development and a means of enhancing the quality of visitor experiences. In this context, urban management—particularly municipalities—plays a pivotal role in policy formulation, planning, and the delivery of smart services. This study aimed to explore the role of urban management in fostering smart tourism development in Tehran, the capital of Iran. A qualitative research design was employed, utilizing semi-structured interviews with 15 participants, including municipal managers, tourism experts, and specialists in urban information technology, who were selected through purposive and snowball sampling. The data were analyzed using thematic analysis. The findings revealed four overarching dimensions shaping the role of urban management in smart tourism: (1) macro-level policymaking and governance, (2) the creation of technological and data-driven infrastructures, (3) the provision of smart tourism services across the city, and (4) the management of challenges and opportunities. Results further indicated that, despite promising capacities such as skilled human resources, a growing tourism market, and the presence of technology-oriented start-ups, Tehran’s municipality continues to face obstacles including limited financial resources, weak inter-sectoral coordination, fragmented information systems, and organizational resistance to innovation. The study highlights that strengthening digital infrastructure, developing user-centered tourism applications, integrating urban data systems, and expanding partnerships with the private sector are essential steps toward advancing sustainable smart tourism in Tehran. By proposing a conceptual model of the municipality’s role in this process, this research contributes to the literature through its contextual focus on Tehran and its reliance on qualitative field data, and  while offering concrete managerial and policy implications for urban governance in tourism.