Syria Aims for Mediterranean's Top Tourist Spot by 2035 Amidst Recovery Efforts

Syria is embarking on an ambitious plan to restore the majority of its 3,000 archaeological and historical landmarks within the next decade, with the ultimate goal of becoming a premier holiday destination in the Mediterranean. This vision was shared by the country's Tourism Minister on Tuesday.

Historically, renowned sites such as the ruins of Palmyra and the Crusader citadel of Crac des Chevalier have drawn poets, artists, and adventurers for centuries. However, the 13-year civil war significantly impacted tourism in Syria.

Mazen Al Salhani, the Syrian Minister of Tourism, stated in an interview with The National that conservation and recovery work has already commenced on the nation's most captivating archaeological sites. "There are around 3,000 places to be visited in Syria, historical places. So we have a plan and strategy to renovate most of them," he said.

Speaking at the World Travel Market (WTM) in East London, Mr. Al Salhani expressed confidence that evolving perceptions of Syria will soon provide compelling reasons for tourists to return. "We are preparing the country to receive tourists and visitors," he affirmed. "We have a strategy. By 2030, Syria you can see it in different way. In 2035, it would be one of the best destinations in the Mediterranean."

The Syrian pavilion at the travel trade fair presents a modest display, reflecting the economic challenges faced by the war-torn nation. Despite this, Mr. Al Salhani indicated that a series of new luxury hotels are planned.

The country's relative stability, particularly following the 2024 overthrow of the dictatorship of former president Bashar Al Assad, is facilitating this significant investment in tourism. "Everything is changing, it’s not like before," Mr. Al Salhani commented. "The USA used to send the message to their nationals in Syria, 'if there is a problem, you have to go out of Syria.' Now they send it to all the surrounding countries except Syria."

New hotel developments are in the pipeline, including a resort overlooking Damascus accessible by cable cars. The Beaumont in Mayfair, London, is set to open its first international branch in Damascus, and hotel chains like InterContinental and St Regis also plan to establish a presence.

Mr. Al Salhani highlighted two primary challenges. The first is facilitating the transfer of investments into Syria, given the ongoing international isolation of its banking system. Although financial sector sanctions have been lifted, international banks have been hesitant to establish branches in the country. "The most challenging thing we have now is financing, because the banking system was closed for a long time and there were no international banks until now in Syria," he explained. "Next year the banking sector will improve. They will start giving real estate loans, and they will give loans to hotels to build and do their renovations. This will help us grow very fast, because you need money to rebuild Syria."

The second challenge involves persuading Western governments to revise their travel advisories for Syria. The Tourism Minister recently hosted diplomats in Damascus for a tour. While the transitional government led by President Ahmad Al Shara prioritizes counter-terrorism and internal security, sporadic attacks and the risk of Israeli air strikes in the south persist. Nevertheless, Mr. Al Salhani remains optimistic: "Damascus is safe … most of Syria is safe now for tourism. We have to change the grading of Syria because now it's in [among] dangerous places considered and we are trying now to change it."

Enhancing connections with neighboring countries, Lebanon and Jordan, is crucial for developing a regional tourist route. Lebanon's Tourism Minister, Laura Lahoud, expressed hope that a new airport near Tripoli could attract budget airlines, potentially revitalizing tourism affected by recent conflicts. She has been engaging with low-cost European airline representatives at the WTM regarding the airport's opening this month.

Ms. Lahoud noted that while visits from Lebanon's diaspora continue, particularly during holidays, the country needs peace and stability to achieve its full tourism potential. She added that Lebanon's infrastructure remains functional and ready to welcome visitors, possessing both assets and warmth.

A potential catalyst for increased tourism is a shared visa agreement among Jordan, Syria, and Lebanon, a concept currently under discussion. Ms. Lahoud anticipates this could boost religious tourism, especially as Jordan prepares to commemorate the 2,000th anniversary of the Baptism of Jesus Christ in 2030 at Al Maghtas.

Gulf countries, also present at the WTM, are working to reassure the travel market of their resilience. Saudi Arabia is promoting Amaala, a luxury wellness destination, with Minister of Tourism Ahmed Al Khateeb highlighting global tourism growth despite worldwide challenges. The UAE showcased seven unique experiences, with UAE ambassador to the UK, Mansour Abulhoul, emphasizing the nation's innovative approach to presenting its history and culture.