A New Dawn for Syria: Hope, Resilience, and the Revival of Tourism
1. From War to Hope: Damascus Awakens
In the heart of Damascus, a city steeped in millennia of history, a sense of optimism is palpable. The fall of Bashar al-Assad’s regime in December 2024 has ushered in a new era for Syria, a country that has endured over a decade of devastating civil war. For Ayoub Alsmadi, founder of Syria Scope Travel, the mood is upbeat. “Hello from Free Syria. I’m in Damascus right now. It’s a beautiful winter. Everything is better than before,” he shared with CNN Travel. The green, white, and black flag of “Free Syria” now flies over Damascus, symbolizing a nation’s tentative steps toward freedom and renewal. Local tourism operators like Alsmadi are seizing this moment to revive Syria’s tourism industry, which once thrived before the war.
The return of international airlines such as Qatar Airways and Turkish Airlines to Damascus is a significant sign of progress. While many governments still advise against traveling to Syria due to ongoing risks, adventure travel companies are already scheduling tours for the coming months. Alsmadi welcomed his first tourists at the Lebanese-Syrian border in January, just weeks after the regime’s collapse. “Now Assad is gone, I’m sure the tourism industry will grow so fast,” he said. “As soon as governments stop saying ‘Don’t go to Syria,’ tourism will explode.”
2. Syria Before the War: A Rich History and Vibrant Culture
Before the civil war engulfed Syria in 2011, the country was a bustling destination for travelers. In 2010, over 10 million tourists visited Syria, drawn to its ancient ruins, stunning landscapes, and vibrant culture. James Wilcox, founder of Untamed Borders, a company specializing in extreme destinations, noted that tourism accounted for 14% of Syria’s GDP before the conflict. “Tourism is an incredibly powerful tool to help countries bounce back from years of war,” he said.
Syria’s allure lay in its ancient history, with sites like Palmyra, a Greco-Roman city, and Krak des Chevaliers, a Crusader-era castle. The Mediterranean coastline, with its turquoise waters and sun-drenched beaches, was a magnet for sun-seekers. Damascus, one of the world’s oldest continuously inhabited cities, captivated visitors with its UNESCO World Heritage-listed Old City. These treasures, though scarred by war, remain a testament to Syria’s enduring allure.
3. The Challenges of Rebuilding Tourism
Despite the optimism, the road to reviving Syria’s tourism industry is fraught with challenges. During the war, the Assad regime tightly controlled tourism, with secret police monitoring visitors and tour guides. Adnan Habbab, director of Nawafir Travel and Tours, recalled the difficulties of operating under such conditions. “Whenever I brought tourists to Syria, I had the secret service in my office, asking who they were, where they went, what they did,” he said. Many hotels and tourist sites were forced to close, and the industry ground to a halt.
Even today, the risks are significant. The U.S. Department of State warns against travel to Syria due to terrorism, kidnapping, and armed conflict. The U.K. Foreign and Commonwealth Development Office advises British nationals to leave the country. Yet, tour operators remain hopeful. Habbab, who reopened his historic Beit Zafran Hotel de Charm in Damascus’ Old City, believes the current climate is more positive. “The fact is that tourists who come to Syria can talk and walk freely now,” he said. “Syrians are trying to collect themselves, shops and businesses are reopening. I’m very optimistic the future will be much brighter.”
4. Is it Too Soon for Tourism in Syria?
While some adventurers are eager to explore Syria, ethical questions linger. The country is still reeling from years of conflict, with the interim government led by a coalition of rebel groups, including Hayat Tahrir al-Sham (HTS), which has been labeled a terrorist organization by the U.K. Foreign Secretary. Additionally, widespread poverty and food shortages afflict millions of Syrians, and former members of the Assad regime are still being pursued.
International tour operators acknowledge these risks but argue that relative stability in some areas creates a window of opportunity. Dylan Harris, founder of Lupine Travel, recently returned from a safety assessment in Syria. “As things stand in the areas we’re visiting, it’s the safest it’s been for 14 years,” he said. However, he cautioned that the situation remains fragile. “We’re aware it’s still very early days and the situation can change quickly.”
James Wilcox of Untamed Borders, who has organized tours in former conflict zones like Somalia and Chechnya, emphasized the importance of minimizing risks. “Different groups in Syria will want a say in how the country moves forward,” he said. “We’ll draw on our experience to reduce risk to what we believe is an acceptable level.”
5. A New Type of Tourism: Understanding the Past
Tourism in Syria is not just about visiting ancient ruins or enjoying the Mediterranean coastline. It’s also about grappling with the country’s recent history. Before the war, tourists were primarily history enthusiasts, but now, many are drawn to dark tourism—exploring sites tied to the conflict and its human cost.
Adnan Habbab believes that visiting these sites can foster understanding and empathy. “We need to turn the prisons where they tortured and killed people into museums,” he said. “It’s something we should never forget. It will help people understand that when Syrians took boats to Europe or fled to North America, they had a reason to do so. They had something to fear.”
For Ayoub Alsmadi, showing tourists the devastated ruins of Palmyra is a way to share Syria’s story. “Tourists will want to know about the war,” he said. “That’s why I take people to Palmyra. ISIS destroyed the temples in 2014, but now they’re being rebuilt. Palmyra is the story of Syria.”
6. Tourism as a Force for Healing and Reconnection
Tourism has the potential to be more than just an economic driver for Syria—it can also be a force for healing and reconnection. Shane Horan, founder of Rocky Road Travel, which specializes in destinations like Iraq, Afghanistan, and Yemen, sees tourism as part of Syria’s healing process. “Visiting Syria now provides a unique opportunity to witness its resilience and contribute directly to its recovery,” he said.
Gareth Johnson, co-founder of Young Pioneers Tours, agrees. “Like any country we go to, people-to-people exchanges benefit everyone,” he said. “Tourism will not just bring understanding, but also jobs, money, and a trickle-down economy benefiting everyone. These are things that the local people are not just craving, but truly deserve.”
For Syrians like Adnan Habbab, the return of tourists is a chance to share their country’s story and rebuild their future. “Come to Syria and you’re witnessing history,” he said. “The country is like a festival right now. The millions of tourists who visited us before, I’m sure they’d love to return. If you want to visit, you’re welcome. You can support the Syrian people, the economy, encourage hotels and businesses to reopen, and share our happiness.”
As Syria takes its first tentative steps toward recovery, tourism offers a glimmer of hope. It’s a chance for the world to reconnect with a nation that has endured immense suffering and to celebrate its resilience. For Syria, the journey ahead will be long and uncertain, but for now, the promise of a brighter future is palpable.
