"Syria's Tourism Revival': Witnessing Improvement Beyond Previous Conditions"
In the annals of history, December 8, 2024, marked a pivotal moment for Syria as Damascus succumbed to the relentless tide of Syrian rebels. The reign of Bashar al-Assad, spanning an arduous 24 years, came to an end, leaving his regime in ruins. Amidst the ashes, the green, white, and black flag of "Free Syria" fluttered proudly above the once-impregnable city.
As the echoes of conflict dissipated, enterprising locals like Alsmadi saw opportunities to breathe new life into Syria's decimated tourist industry. With the resurgence of international airlines such as Qatar Airways and Turkish Airlines in Damascus, there's a renewed air of anticipation for the potential of this once-popular tourist destination.
Although multiple governments advise their citizens against visiting Syria – with the US Department of State issuing a stern warning against travel due to terrorism, civil unrest, kidnapping, or armed conflict – and the United Kingdom's Foreign and Commonwealth Development Office cautioning against visiting the country altogether – tour operators are confident in the draw of Syria.
Just six weeks after the fall of Assad's regime, Alsmadi welcomed his first tourists at the Lebanese-Syrian border. As he observed from Damascus, "Now Assad is gone, I’m sure the tourism industry will grow so fast. And as soon as governments stop saying ‘Don’t go to Syria,’ tourism will explode."
Before the Syrian Civil War engulfed the country in anguish, tourism thrived. In 2010, more than 10 million tourists visited Syria, drawn by the rich history lurking within its ancient sites, such as Palmyra, a Greco-Roman city ravaged by ISIS, or the Crusader-era castles dotting the desert landscapes. Damascus, one of the world's oldest continuously inhabited cities, and the verdant Mediterranean coastline, with its renowned sun-drenched beach resorts, teemed with tourists.
Tourism was a vital pillar of Syria's GDP, accounting for an impressive 14% at its zenith. Syrian-born Adnan Habbab, the director of Nawafir Travel and Tours, capitalized on pre-conflict Syria's tourism boom by opening Beit Zafran Hotel de Charm, a converted Ottoman-era house in Damascus' UNESCO World Heritage-listed Old City, in 2010.
However, with the eruption of conflict, Habbab was left to shutter his hotel's historic wooden doors, as the façade of war masked the real terror that lurked beneath. The government exerted a tight grip on the tourism industry, controlling itineraries with an unyielding fist and subjecting tourists to close scrutiny, effectively stifling any semblance of freedom of movement or speech.
Yet, the desire to rebuild Syria's vibrant and storied tourism industry never waned. Alsmadi, whose family home was destroyed in the conflict, persevered through college, garnering a Tourism Management degree from Damascus University in 2019, and channeled his passion into founding Syria Scope Travel.
Admittedly, the road to tourism recovery would be a difficult one. As Habbab put it, "Tourism is always the first thing affected by war and the last to recover. But tourism is my passion."
Despite the challenges, pockets of optimism abound. While concerned travelers might ponder the ethics of visiting a nation still grappling with the aftermath of conflict, others are excited about the potential for tourism to help rebuild Syria's international ties and foster economic growth.
Four tour operators interviewed by CNN Travel acknowledged the unique opportunity tourism presents to foster a sense of understanding and cooperation between Syria and the world. The commerce generated would not only support local businesses but also help Syrians rebuild their lives.
Meanwhile, travelers who dare to venture into Syria will bear witness to its dynamic resilience and the unyielding spirit of its people. As Habbab shared, with unabashed enthusiasm, "Come to Syria and you’re witnessing history. The country is like a festival right now."
After observing the resurgence of international airlines in Damascus, Alsmadi expressed his optimism about the growth of Syria's tourism industry. He believed that once governments lift travel advisories, tourism in Syria would significantly increase.
Returning to pre-conflict levels, tourism in Syria was a significant contributor to the country's GDP, accounting for 14% at its peak. Syrian-born Adnan Habbab, the director of Nawafir Travel and Tours, capitalized on this boom by opening a hotel in Damascus' Old City in 2010.
