Tourism is being positioned as a main driver of Syria’s economy as the country works to rebuild and attract visitors following years of conflict, the Syrian Minister of Tourism told Al Arabiya English in exclusive statements.
According to Minister Mazen al-Salhani, the ministry is rolling out a series of initiatives to revive the sector during the phase of gradual recovery, which will focus on “the enhancement of sites and services, and the activation of domestic tourism through structured tourism routes, as well as rural and community-based tourism models.”
He added that the government is no longer treating tourism as “a secondary source of income,” but rather as a core part of economic growth.
The government is also working to strengthen private-sector participation through reform programs aimed at improving service quality, raising operational standards and boosting competitiveness.
Meanwhile, the ministry is also investing in digital platforms, training national talent and expanding tourism promotion at home and abroad to support Syria’s return to regional and international tourism markets.
Visitor numbers surge
In 2025, Syria’s tourism sector recorded a strong rebound with arrivals of Arab and foreign tourists rising 80 percent between January and November compared with the same period in 2024, according to Ministry of Tourism data.
Overall visitor numbers – including Syrians living abroad, Arabs and foreigners – increased 18 percent year on year to 3.56 million, with total arrivals expected to reach 4 million by the end of 2025.
Al-Salhani said the rise reflects “not only the re-activation of tourism flows, but a deeper strategic recovery extending beyond the economic domain.”
Renewed interest from Arab travelers “signals a transition to organized, civilian-driven mobility and a restored perception of Syria as a safe, attractive, and culturally rich destination,” he told Al Arabiya English.
Visitors from non-Arab countries reached 376,726, up 79 percent year on year, led by sharp increases from Turkey, Germany, the United Kingdom and Norway.
Arab tourist arrivals rose from 272,844 to 491,028, an 80 percent increase, driven mainly by visitors from Jordan, the Gulf and Egypt.
Officials also reported a decline in non-touristic border crossings, pointing to a shift toward travel for leisure and cultural purposes, according to the ministry.
Longer tourism season, stronger domestic travel
Tourism data for 2025 also showed a more balanced season compared with previous years.
Arrivals averaged about 54,000 Arab and foreign visitors per month in the first quarter, rising 40 percent from April to June.
While August remained the busiest month, October recorded a 15 percent increase over September, extending the tourism season beyond the traditional summer peak.
Domestic tourism also gained momentum, supported by improved security, expanded hospitality facilities and renewed cultural and heritage activities, according to data from the tourism ministry.
Officials revealed this has helped boost hotel occupancy rates across governorates and strengthened tourism’s role in local economic recovery.
Revenues from international hotels owned by the Ministry of Tourism rose 170 percent by the end of October, the data showed.
Investment partnerships also now require a minimum of 70 percent local employment, with priority given to graduates of tourism and hospitality institutions affiliated with the ministry.
Saudi investment interest
The Ministry of Tourism has adopted a 2026-2030 strategy focused on strengthening Syria’s cultural identity, attracting local and foreign investment and expanding cooperation with Arab and friendly countries.
Specifically, “Saudi investors show growing interest in Syria’s tourism sector across several strategic areas,” Al-Salhani told Al Arabiya English.
They are showing increasing interest particularly in Damascus, Rural Damascus and the Syrian coast, the minister said.
In Damascus and its surrounding areas, investment interest is focused on urban hotels, the reuse of heritage buildings in the Old City for hospitality projects and mixed-use developments that combine hotels with retail, dining and entertainment.
“These projects are driven by rising demand for urban tourism and business travel,” the minister explained.
Along the coast, investors are drawn to coastal tourism and integrated resort developments that make use of the region’s natural assets, and projects that leverage the region’s natural and environmental assets, according to the tourism minister.
“There is particular interest in balanced hospitality offerings targeting family tourism and regional visitors, with strong potential for sustainable seasonal operations,” he said.
“Saudi investors view Syria’s tourism market through a long-term investment lens, placing high value on regulatory clarity, stable public–private partnership frameworks, clear government roadmaps for improving service quality, modernizing operational standards, and enhancing the overall visitor experience in line with international benchmarks,” the minister noted.
Strategy and investment pipeline
Implementation began in 2025 with new tourism projects, investment agreements and memoranda of understanding, as well as efforts to resolve stalled developments.
The strategy also prioritizes diversification into cultural, medical, educational and historical tourism.
Medical tourism alone is projected to generate up to $500 million annually by 2030 and create more than 20,000 direct and indirect jobs, according to the ministry.
Officials say 1,468 tourism establishments across Syria require redevelopment or reactivation, presenting significant opportunities for investors as the country enters a renewed investment cycle.
Syria has stepped up its engagement with the global tourism system through participation in international tourism events and renewed cooperation with regional tourism organizations.
Tourism investors have also committed two percent of profits to social initiatives, including support for orphan care facilities and the rehabilitation of shelters over the next three years, aligning sector growth with broader social development goals.
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