A new wave of UAE entrepreneurs is playing an important role in Syria's economic revival by introducing technology-led solutions to modernize its tourism sector. One of the latest initiatives is a Dubai-inspired tourism super app, My Syria to simplify travel planning while digitally connecting hotels, transport providers, restaurants, tour operators, and visitors on a single platform.
The launch reflects a broader trend of growing UAE private-sector involvement in Syria's post-war reconstruction, where entrepreneurs are bringing not just investment but also digital expertise and business models refined in the Emirates.
Developed by 121 Living - a holiday homes company based in Dubai - the platform was launched by Syrian entrepreneurs Rami Kaiem, Feras Kaiem, Waseem Qudmani and Kinan Madi, who are based between Dubai and Damascus.
Visitors can browse destinations, book hotels, reserve transportation, discover attractions, make digital payments, and receive personalized recommendations without juggling multiple apps. The founders believe Syria's tourism industry has strong cultural and historical assets but lacks the digital infrastructure that modern travelers expect. By introducing a unified digital platform, they hope to make travel planning easier while giving local tourism businesses access to a wider customer base.
The app also provides hotels, restaurants, guides, and tour operators with digital storefronts, helping them reach international travelers more efficiently as Syria works to revive its visitor economy.
Mazen Al-Salhani, Minister of Tourism, said, "Digital transformation is one of the Ministry's strategic priorities because it enables us to build a more competitive, connected and investment-ready tourism sector."
"The launch of ‘My Syria’ app demonstrates the value of this partnership between government and the private sector, and we invite leading technology companies, globally, regionally and locally to explore the significant opportunities presented by Syria's digital transformation journey, not only in tourism but across the wider economy," he added.
The initiative aligns closely with Syria's broader strategy to modernize its economy through technology. In recent weeks, Syrian authorities have signed several agreements aimed at digitizing public services, including tourism platforms, booking systems, cybersecurity frameworks, and data analytics tools to improve visitor experiences.
Besides tourism, the UAE investors have also entered into cooperation in various fields like agriculture, telecoms, digital payments, logistics, infrastructure, and technology among others. The officials of both the countries have also talked about creating an investment framework for development projects.
According to the company, My Syria is the first app in Syria to support cross-border digital payments using Apple Pay, Google Pay, Visa, Mastercard and American Express, allowing international visitors to pay through payment methods they already use at home.
The tourism app is part of a much wider increase in UAE-Syria business engagement. Earlier this year, the First Syrian-Emirati Investment Forum brought together government officials and business leaders to explore partnerships in tourism, technology, real estate, aviation, healthcare, and digital transformation.
Interest from Emirati businesses has continued to grow, with major investors also exploring opportunities in hospitality, infrastructure, agriculture, and telecommunications. These initiatives are supported by efforts to reactivate the Syrian-UAE Business Council and strengthen cooperation on governance, technology, and investment regulations.
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"We grew up in the UAE and were inspired by its leadership and by how services are delivered here. Since Syria reopened to tourists, we realised there wasn't a proper application that could help visitors find hotels, restaurants, transport and other services. We wanted to bring the experience we gained in the UAE back to Syria." Kaiem told at the launch event.
"The UAE has set a benchmark for service and technology over the past 20 years. We wanted to help our country by implementing the experience we gained in Dubai, which is my second home," he said.
For the UAE entrepreneurs behind the tourism super app, the goal extends beyond launching another travel platform. They see technology as a foundation for rebuilding confidence in Syria as a destination while enabling local businesses to participate in the digital economy.