On rebuilding tourism sector
How would you assess the current stage of Syria’s tourism recovery?
MOURHAF NAZHA: Syria’s tourism recovery is nascent but the foundations are strong, particularly considering its cultural and historical sites, opportunities for religious tourism, diverse landscapes and rich food culture.
Tourism activity was largely on hold for 15 years, so Syria is naturally behind global tourism trends. The sector requires substantial investment but this also means that it can recover quickly once movement increases.
Our immediate priority is to stimulate domestic tourism. We want Syrians to travel between Damascus, the coast, Aleppo, the south and other regions. This movement creates work for hotels, restaurants, transport operators and tourism sites. Internationally, the focus should be on neighbouring countries, starting with Jordan, Lebanon and Turkey, before rebuilding more distant markets in Europe, North America or the Far East.
In what ways has the sector changed in the years since Syria was a more active tourism destination?
NAZHA: Tourism has changed a great deal. Visitors today expect more than sightseeing; they want an organised experience. They expect clear programmes, reliable services, good information, transport, food, accommodation and activities that are easy to book and understand.
Syria’s strengths are still there but they need to be modernised. There is potential in a number of segments: religious tourism tourism centred on Christian, Muslim and Jewish sites; cultural tourism around Syria’s diverse historic cities and monuments; food, coastal, mountain and desert tourism; and other niche categories.
This diversity is one of our strongest advantages. Each country in the region has different strengths. Syria’s advantage is that it combines historical cities, religious sites, mountains, coast, desert and food culture in one destination. Syria should work with neighbouring countries and position itself as an integral part of regional tourism routes, rather than operating in isolation.
Which policy and investment measures are most important for the sector?
NAZHA: The government understands that tourism can generate income and employment quickly, benefitting hotel workers, restaurant owners, drivers, transport companies and food suppliers, among others, both directly and indirectly. Recognising this, the Ministry of Tourism, Ministry of Finance and other public institutions are working to support the sector’s growth and development.
The next priority is to provide greater certainty for investors. International and regional investors need clear rules on ownership, licensing, taxation, banking, profit repatriation and protection of their investment. New regulations are expected to provide this clarity.
Some measures have already been introduced. The government has begun granting exemptions from certain fees and duties for hotels, restaurants and tourism sites damaged during the war. These steps will help operators return to the market.
Investment is welcome at all levels. Syria needs large hotels, but it also needs medium-sized hotels, guesthouses, restaurants, agritourism businesses, craft businesses and local services. At present, the country has only around 4000-5000 hotel rooms. At least 25,000 rooms will be needed to support a sustainable tourism recovery.
Where are the best opportunities to improve price transparency and service quality?
NAZHA: The main problem is that the market is not stable yet. Syria does not have enough hotel rooms, and visitor flows remain unpredictable. When there is an exhibition, conference or sudden increase in demand, hotels fill up and prices rise quickly. The next day, demand may fall again, so operators do not have a reliable basis for long-term pricing.
This explains why a lower-quality hotel may sometimes charge the same as, or more than, a higher-quality hotel. If one hotel has high occupancy, it raises prices, while another hotel with better facilities may reduce rates because it has fewer guests. This creates confusion for visitors and makes it harder to build trust.
The solution is to increase supply. More hotels, restaurants and tourism facilities will create competition and help normalise prices. Operators also need better information, clearer service standards and more predictable tourism flows.
Reaching pre-conflict visitor levels and tourism receipts will take time. Regional geopolitical developments affect Syria quickly; when tensions rise or flights are suspended, visitor numbers fall sharply. However, many areas of Syria are already receiving visitors, and those who come can find good services, transport, food and hospitality. The message is simple: visit Syria now, experience the country and help return it to the global tourism map.
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