DUBAI: As Syria emerges from more than a decade of conflict and isolation, officials are betting big on heritage restoration to help revive the nation’s long-dormant tourism industry and generate much-needed jobs.

According to the World Bank, Syria recorded more than 8.5 million tourist arrivals and $6.3 billion in international tourism receipts in 2010 — the year before a brutal crackdown on anti-regime protests triggered the Syrian civil war.

If Syria regains its prewar visitor numbers, experts believe tourism could realistically bounce back, generating billions of dollars annually within a few years, significantly supporting postwar reconstruction and economic revival.

This vision for Syria’s tourism revival extends far beyond the country’s world-famous ancient sites. Syria’s Mediterranean coastline, lush mountains, and unique natural reserves have all been tipped as key assets for a new era of travel.

From the beaches and forests of Latakia to the panoramic views atop Mount Qasioun, many believe the country could position itself as a destination for eco-tourism, wellness retreats, and adventure travel alongside its archaeological treasures.

The goal is ambitious but possible — to build a diversified tourism sector that can help jumpstart the economy, reconnect Syria with the world, and perhaps learn from regional models like Saudi Arabia’s AlUla.

AlUla is an ancient region in northwest Saudi Arabia famed for its archaeological wonders like Hegra — a UNESCO World Heritage site — and stunning desert landscapes. It is considered a model for Middle Eastern tourism for its blending of heritage preservation, sustainability, and economic growth.

For Syria, progress toward this goal began to feel more tangible in May 2025 when the US issued a six-month Treasury license easing key parts of the Caesar Act, a sanctions law aimed at pressuring the now-deposed Bashar Assad regime over its human rights record.

The move has allowed greater financial flows into the country by lifting restrictions on some transactions and removing the Central Bank of Syria from the US sanctions list — a step that could re-open channels for international investment and banking.

The EU also lifted key sanctions earlier this year, opening up potential in the banking, transport, and energy sectors.

While some restrictions remain in place, with further relief contingent upon reform and greater political plurality and ethnic inclusivity, the move was welcomed in Damascus as a turning point, signaling a path toward economic recovery.

“One of the most critical outcomes of lifting sanctions would be Syria’s reintegration into the global financial system,” Yisr Barnieh, the transitional government’s new finance minister, told Reuters, noting this could help attract tourism-related investments.

Hussein Shobokshi, a Saudi businessman and columnist, told Arab News that the lifting of US sanctions is “a major boost for the Syrian economy in general and the tourism sector in particular, as this should give institutional investors the comfort and confidence to come and invest directly in the recovering but ambitious country.”

Palmyra, one of Syria’s most iconic archaeological treasures, was badly damaged by Daesh militants during the civil war. Now, under the supervision of the Directorate-General of Antiquities and Museums, restoration work has begun.

“We are planning to resume archaeological explorations and restore the damaged heritage sites with the help of foreign archaeological missions,” Anas Haj Ziedan, the new director-general of DGAM, told the Wall Street Journal.

Groups like the White Helmets have expanded their remit from humanitarian work to include heritage protection. In a two-year initiative, they are helping map and secure key sites such as the Citadel of Aleppo and Krak des Chevaliers.

“This protection is important for everyone. The legacy of 10,000 years of civilization is a heritage for humanity, not just for one nation,” Farouq Habib, deputy director of the White Helmets, told The Times.

As Syria works to transform its global image from a conflict zone to a cultural destination, many believe its rich heritage remains its greatest asset.

“Palmyra is greatly qualified to be a unique destination,” said Shobokshi. “Its Greco-Roman as well as Phoenician heritage should serve as a great magnet for the global tourist.”

Dania Salah Haffar, co-founder of For the Love of Syria, an accessory brand, has become a passionate voice for Syrian heritage, using crafts and design to keep cultural identity alive and raise global awareness.

While most of Syria’s current visitors are Syrian expatriates or from neighboring countries, Haffar says many grassroots efforts are quietly revitalizing neighborhoods and promoting culture online to attract tourists from further afield.

“It’s inspiring to see how much people are doing with what they have,” she told Arab News.

Nature tourism, in particular, is growing, especially in areas around Damascus where locals are hosting hikes and offering stays in family-run guesthouses.

“There are so many beautiful places here — from the coast to the mountains — and people are starting to rediscover them,” said Haffar. These community-led experiences, she added, could one day evolve into a more structured and lucrative tourism offering.

As the country rebuilds, these community-led efforts are increasingly catching the attention of regional investors. Combined with the nation’s traditional heritage attractions, interest is bound to grow.

“Sites like Old Damascus, the Citadel of Aleppo, Palmyra, and Busra Sham, while not forgetting the Citadel of the Horses, are great historical sites that generate global interest because of their unique selling propositions,” said Shobokshi.

“This will no doubt create interest from global tourism business leaders to invest directly in the country.”

Mazen Al-Salhani, who was appointed Syria’s minister of tourism in March, is leading the charge to position the country as a global travel destination.

Speaking to Qatar News Agency, Al-Salhani said plans are already underway to modernize accommodation options and improve transport links to support a broader tourism base, from coastal gems like Latakia and Tartus to inland heritage sites.

“Virgin beaches and wild mountain forests as well as vast deserts are a great attraction for eco-tourism, a segment that is growing globally,” Shobokshi told Arab News. “This is a niche segment that would attract a market that is both new and young.”

When it comes to air connectivity, SunExpress Airlines CEO Max Kownatzki recently told Reuters that the carrier sees “an attractive market” in Syria and is open to future flight operations, pending technical and security conditions.

The airline, a joint venture of Lufthansa and Turkish Airlines, sees potential, particularly in connecting European and regional travelers to Syrian heritage and resort areas.

“Syria has some important plans to greatly involve the private sector in reviving its tourism sector,” said Shobokshi. “The government realizes that this is a great hard currency generator for the struggling economy.”

Despite the widespread optimism, major hurdles remain. Much of Syria’s infrastructure remains damaged or outdated, security remains a concern in certain regions, and international trust is fragile.

Humanitarian and nongovernmental organizations say that while symbolic progress is visible, a full-scale tourism revival will depend on long-term investment and a stable government.

According to Shobokshi, the biggest challenges facing Syria relate to infrastructure. “A lack of sufficient hotel rooms, rental cars, restaurants, bus transportation, rail services, and professional tour guides all stand in the way of fully rebuilding Syria’s tourism offering,” he said.

The civil war has displaced millions of Syrians, many of them to neighboring countries, but also tens of thousands to Europe, the Americas, and beyond, where refugees established roots during their long period in exile.

Far from undermining Syria’s recovery, though, this expatriate network, with its linguistic skills and cross-cultural understanding, could very well form the basis of a flourishing tourism industry back home, from organizing travel itineraries to providing guided tours.

If the drive and optimism of the Syrian people can be harnessed, and with the benefit of foreign investment, Syria is likely to see the same boom in tourism enjoyed by Saudi Arabia and others in the Gulf region.

“Places like AlUla show how old history and modern tourism can come together to create something special,” said Haffar. “When people are proud of their culture, it naturally draws others in.”