Ecotourism, as one of the key and rapidly growing branches of the global tourism industry, has experienced significant expansion in recent decades. This sector not only serves as a driver of economic prosperity but also supports social development, as many countries utilize tourism revenues to enhance infrastructure and improve the quality of life for local communities. Iran, endowed with abundant natural and cultural wealth, is no exception to this trend and has embraced ecotourism as a promising field over the past two decades. Among Iran’s regions, East Azerbaijan Province, particularly its rural areas, holds a distinctive position, offering substantial potential for advancing regional tourism. This study aims to assess and prioritize investment opportunities for ecotourism accommodations in the province’s target tourism areas, employing a combination of SWOT analysis and the TOPSIS technique. The findings of this analytical approach indicate that Kandovan village, with its unique blend of natural beauty, cultural heritage, and existing infrastructure, emerges as the top choice for ecotourism investment and the development of ecotourism accommodations. Following Kandovan, Ushtabin village ranks second, distinguished by its historical architecture and scenic attractions, while the Arasbaran region, renowned for its biodiversity, takes third place despite challenges in facilities and management. These rankings are derived from a comprehensive evaluation of each area’s strengths, weaknesses, opportunities, and threats, with Kandovan demonstrating superior performance across the assessed criteria. The development of ecotourism accommodations in Kandovan can capitalize on its distinctive rock architecture and cultural authenticity, providing visitors with a sustainable and immersive travel experience. This study highlights the importance of targeted investments in these areas to strengthen ecotourism, enhance regional infrastructure, and stimulate economic and social growth, positioning East Azerbaijan as a prominent ecotourism destination.