In a region where tourism has become both an economic catalyst and a geopolitical signal of stability, Syria is preparing to reassert its presence on the Middle Eastern travel map.
The Ministry of Tourism of Syria has officially announced the launch of the inaugural Syria Travel Show 2026, a dedicated international platform for travel trade, hospitality investment and tourism partnerships. The event will take place from 14 to 16 April 2026 at the Dama Rose Hotel in Damascus, marking a significant milestone in the country’s structured re-engagement with regional and global tourism markets.
Organised in strategic partnership with Mangusteen for Exhibitions and Conferences and SO Media, the exhibition signals a deliberate shift from symbolic recovery toward institutionalised sector repositioning.
A Sector Showing Measurable Momentum
The launch of Syria Travel Show comes at a moment of renewed tourism performance.
Between January and November 2025, Syria recorded 3.56 million visitors, including Syrians, Arab nationals and international travellers. This represents an overall growth of 18%, with Arab and foreign arrivals increasing by an impressive 80% — a clear indicator of strengthening regional confidence and revived travel demand.
Regionally, the environment remains favourable. According to UN Tourism, the Middle East recorded tourism growth of approximately 3% in 2025, exceeding pre-pandemic levels by nearly 39%, positioning the region among the strongest global performers.
Within this context, Syria Travel Show 2026 is conceived not as a celebratory event, but as a structured B2B marketplace designed to convert visitor flows into sustainable investment and long-term institutional partnerships.
A Marketplace for Structured Engagement
The exhibition will bring together international tour operators, travel agencies, hospitality investors, cultural tourism specialists and media representatives within a clearly defined framework for investment and partnership. Moving beyond promotional positioning, the programme is designed to address concrete sector development priorities, ranging from cultural and heritage tourism revitalisation to hospitality and hotel investment, public–private partnership models, community-based tourism initiatives, and regulatory dialogue aimed at sector modernisation.
By positioning itself as a gateway for structured engagement, the event seeks to align renewed travel demand with capital flows, infrastructure recovery, service enhancement and long-term workforce development.
Leadership Vision: From Growth to Institutional Reform
H.E. Mazen Al Salhani, Minister of Tourism, emphasised the strategic intent behind the initiative:
“Syria Travel Show 2026 reflects our commitment to positioning tourism as a structured economic driver. The growth in visitor numbers demonstrates tangible momentum, and our focus now is on building sustainable partnerships that translate demand into investment, employment and institutional reform. This exhibition serves as a gateway for serious stakeholders seeking long-term engagement in Syria’s tourism landscape.”
Faraj Al Qashqoush, Deputy Minister for Hotel Affairs and Quality, reinforced this positioning:
“Syria offers rare depth in cultural, geographic and historical assets. As regional tourism expands, our objective is not merely to participate in that growth, but to contribute to it meaningfully. With the gradual recovery of infrastructure and sector services, Syria is steadily emerging as a diversified tourism destination within the region.”
From International Presence to Domestic Platform
Syria Travel Show 2026 builds upon Syria’s renewed international outreach, including its recent participation at FITUR in Madrid, where increased interest from tour operators and hospitality investors was recorded.
The April exhibition represents the next logical step: institutionalising that external momentum through a dedicated marketplace inside Syria. By creating a formal B2B platform on its own soil, the country aims to consolidate investor confidence, strengthen regulatory frameworks and reintroduce its tourism offer within a competitive Middle East landscape.
Repositioning Through Structure, Not Symbolism
As regional tourism continues to outperform global averages, Syria Travel Show 2026 reflects a broader strategy of economic recalibration. Rather than relying solely on visitor numbers, the initiative seeks to anchor tourism within a structured development model — one that integrates investment pathways, heritage valorisation and institutional reform.
In doing so, Syria signals its intention not merely to return to the regional tourism conversation, but to redefine its role within it.
