In the wake of a prolonged 14-year conflict that severely impacted Syria’s tourism sector, a Dubai-based entrepreneur is taking innovative steps to revitalize the industry with a groundbreaking app. Rami Kaiem, co-founder of the hospitality company 121 Living in Dubai, has unveiled ‘My Syria,’ the nation’s first comprehensive super app aimed at enhancing travel and customer experiences within the country.

Introducing ‘My Syria’

The ‘My Syria’ app is designed to streamline various services into a single platform. Users can conveniently book accommodations, taxis, car rentals, beauty services, and much more, all from one user-friendly interface. Officially launched on July 30, the app is under the auspices of Syria’s Ministry of Tourism, symbolizing a significant step toward modernizing the country’s tourism infrastructure.

Rami, originally from Syria and having lived in Dubai for almost 20 years, draws inspiration from the UAE’s high standards in service and technology. “Living in Dubai has set a benchmark for hospitality, e-commerce, and service quality,” he remarked. This vision is also reflected in the app’s name, which echoes the local trend of saying “My Dubai,” emphasizing a personal connection to the region.

Bridging a Significant Gap

The need for such an app couldn’t be more urgent, as the situation in Syria presents unique challenges. Currently, there are no platforms like Airbnb or Booking.com operational in Syria. As Rami explained, booking a hotel typically requires a direct phone call and manual money transfer, which is far from convenient. “We envisioned an app to bring Syria online and fill this void,” he shared.

Beyond technical issues, there are broader logistical and attitudinal obstacles. Many hotels have operated offline for years, making it difficult to shift toward online systems. Even though certain sanctions have been lifted, practical barriers remain. “To access many services online, such as the Apple Store, one needs a VPN or a proxy,” he noted. Encouragingly, the government’s support has been palpable; Rami mentioned meeting several times with the Minister of Tourism, who aims to emulate Dubai’s successful tourism model.

Minister Mazen Al-Salhani has expressed a clear commitment, stating, “Our role is to create an enabling environment that empowers the private sector to develop innovative digital solutions. The launch of ‘My Syria’ is a prime example of this public-private partnership, aimed at enhancing visitor experiences and improving business competitiveness.” The government is actively inviting tech companies to engage in the promising digital transformation across Syria’s economy, particularly in tourism.

A Comprehensive Digital Solution

The foundational elements for tourism in Syria have always existed, thanks to its rich historical heritage featuring ancient cities, majestic mountains, and beautiful beaches. Rami emphasizes, “Syria is one of the world’s oldest civilizations; the potential for tourism is undeniable.” Currently, the app provides eight different services in Damascus, with plans to broaden its offerings to over 40 services across all 14 Syrian cities. Additionally, it will be the first in the nation to facilitate cross-border digital payments using platforms like Apple Pay, Google Pay, and major credit cards.

Rami’s aspirations extend beyond Syrian borders. He dreams of replicating this success in neighboring countries like Jordan, Iraq, and Lebanon. For Rami, the road ahead looks promising, especially with the strong backing from the Ministry of Tourism. “I am truly grateful for the support we’ve received,” he concluded, expressing optimism about the future of tourism in Syria.

As ‘My Syria’ paves the way for a new era in travel, it not only aims to revitalize the local economy but also to position Syria as a notable destination in the global tourism landscape. With a unique combination of modern technology and rich heritage, this app could mark a transformative step forward for the country’s tourism industry.