Syria tourism rebounds sharply as hotel giants invest

Syria welcomed 3.52 million visitors in the first half of 2026, more than double the number from the same period a year earlier. The vast majority of these tourists, 2.13 million, were Syrians living abroad returning to visit. Around 660,000 visitors came from other Arab countries, and approximately 720,000 arrived from elsewhere. This surge signals a dramatic post-war recovery for a nation whose tourism industry had collapsed.

Diplomatic shift enables investment

The United States removed Syria from its list of state sponsors of terrorism in August 2026. This key move paved the way for renewed Western engagement. President Ahmed al-Sharaa, a former al-Qaeda commander, has since worked to rebuild relations and attract billions of dollars in foreign investment for reconstruction. The civil war had ended almost two years prior, setting the stage for this economic revival.

Major developers move in

Global hotel chains and UAE-based developers are now advancing large-scale projects. Mohamed Alabbar, founder of Eagle Hills and chairman of Emaar, signed a framework agreement with the Syrian government for two major developments. One is a 10 million square metre project in Damascus; the other is a 4.3-million-square-meter development in the coastal city of Latakia. Alabbar said the projects were worth billions of dollars combined. Emaar is also working on a separate Damascus development.

Another UAE developer, Arada, has announced a $7-billion project. Western hotel groups are actively scouting locations. France’s Accor is in advanced negotiations for two projects. US-based Wyndham Hotels & Resorts is exploring sites in Damascus and coastal destinations. Dimitris Manikis, Wyndham’s president for Europe, the Middle East and Africa, said, "Very soon, I’m confident that we’re going to announce our first signing in Syria."

Minor Hotels is examining opportunities to convert historic buildings in old Damascus into boutique hotels. The country's connectivity is improving, with Qatar Airways, flydubai, and Etihad Airways all operating services. Visa and Mastercard have announced plans to launch operations, though electronic payments remain limited.

Challenges remain amid cautious optimism

Significant hurdles persist. Much of Syria’s hotel infrastructure needs extensive renovation after years of conflict and neglect. Amir Golbarg, Minor Hotels' Middle East and Africa COO, said the existing hotel inventory is very tired because the market has been off the grid for many years. Security concerns and limited banking services are major obstacles. The World Bank estimated last year that rebuilding the country would cost at least $216 billion, with $75 billion for residential buildings and $59 billion for non-residential structures.

Some communities on the outskirts of Damascus have protested against large property developments announced by the government. The U.S. State Department continues to advise American citizens against all travel to Syria.

Local hospitality persists

Even as international investment grows, a foundation of local hospitality endures. A handful of traditional homes in Damascus have operated as local boutique hotels for decades. This existing framework offers a model for renewal that blends international investment with historic character. Mohamed Alabbar pointed to this enduring appeal, stating, "Tourists will always be there because this (Damascus) is the oldest city in the world."

Etihad Airways increased its flights to Damascus from four to seven weekly in October 2026. The airline's CEO, Antonoaldo Neves, said it could add more destinations in Syria depending on local support and customer appetite.