This study aims to identify the potentials of media diplomacy in enhancing the economic capacities of Iran, specifically for exporting products and services to Turkmenistan’s border markets. North Khorasan Province serves as a case study. Employing a qualitative research approach, the study utilizes thematic analysis, incorporating documentary study and semi-structured interviews for data collection. The sample consists of 12 purposefully selected businessmen, academics, managers, and officials. North Khorasan Province, despite its proximity to Turkmenistan, lacks a direct border crossing, necessitating exports through alternative routes. Establishing an official border crossing is recommended to balance trade and boost exports. Media diplomacy, in conjunction with political diplomacy, can significantly facilitate border trade. The research findings indicate that Turkmenistan’s border markets are strategically important and sensitive due to the country’s economic diversification policy and regional competition. Leveraging cultural, religious, linguistic, and ethnic commonalities, North Khorasan Province possesses strong export potential in handicrafts, agricultural products, industrial goods, and food industries. However, a notable gap exists in utilizing media diplomacy for advertising and marketing. Key themes emerging from the research include: commercial and economic opportunities in Turkmenistan, the province’s export capabilities, necessary infrastructure development for border markets, addressing export obstacles, understanding Turkmenistan’s import needs, and the critical role of media diplomacy. Effective media diplomacy can provide crucial market intelligence, promote economic policies, identify export barriers, and inform appropriate border trade strategies through continuous monitoring of Turkmen markets.