Syria will host its first international travel trade exhibition, Syria Travel Show (STS) 2026, from 28 to 30 September at Al Moutanbi Hall in the Dama Rose Hotel, Damascus. The event is organised by Mangusteen Events and Exhibitions and SO Media under the patronage of the Syrian Ministry of Tourism and aims to foster business opportunities in the country’s recovering tourism sector.
STS 2026 expects more than 30 exhibitors, over 20 speakers, and upwards of 5,000 attendees to participate over the three-day event. The exhibition will bring together key players from across the industry including tourism authorities, investors, hotel groups,
airlines, tour operators, technology providers, and cultural institutions.
Stakeholders and Sectors Targeted for Investment
The event targets a broad range of stakeholders to stimulate partnerships and investment in multiple tourism sectors. Hotel and resort developers can engage on projects covering real estate and infrastructure. Regional and international hotel operators will explore management and development partnerships, and franchise owners across accommodation, food and beverage, retail, and wellness sectors will assess market demand and potential collaborations.
Tour operators, travel agencies, and destination-management companies will develop inbound tourism products involving cultural, heritage, religious, medical, wellness, adventure, and experiential tourism. Airlines, aviation service entities, online travel agencies, booking platforms, payment
providers, and travel technology companies are invited to contribute essential services that support Syria’s reintegration into the global tourism network.
Tourism Growth and Market Confidence
The exhibition is underpinned by notable tourism growth in Syria during the first half of 2026. Visitor arrivals reached 3.52 million, more than double the number in the same period in 2025. International visitors increased by 448%, Arab visitors by 107%, and Syrian expatriates by 75%, indicating a strong resurgence of regional and international market demand.
This growth reflects growing confidence in Syria’s tourism economy and confirms the sector’s potential to attract investment and expand across hospitality, aviation, destination development,
tourism technology, and cultural experiences.
Official Perspective and Strategic Vision
H.E. Mazen Al-Salhani, Syria’s Minister of Tourism, described the sector’s development as entering a new phase marked by increasing confidence and visitor demand. He highlighted efforts to build a tourism-led economy through private sector empowerment and responsible investment.
Al-Salhani stated, “Our ambition is to build a tourism-led economy by empowering the private sector, attracting responsible investment and developing world-class tourism experiences that showcase Syria’s unique cultural and natural assets.” He added that the Syria Travel Show will unite investors and industry leaders to unlock the sector’s full potential and guide its next growth phase.
Event Format and Industry Opportunities
STS
2026 will feature a travel trade exhibition, keynote presentations, panel discussions, cultural showcases, professional networking, and curated B2B matchmaking. The conference program will cover key themes including policy and investment, public-private partnerships, hospitality and aviation, destination marketing, inbound tourism, cultural heritage, travel technology, entrepreneurship, talent development, and regional cooperation.
The exhibition floor will highlight Syrian destinations, hospitality brands, tourism products, and investment prospects. The dedicated B2B program is designed to facilitate targeted meetings between investors, buyers, operators, suppliers, and institutional partners, enabling businesses to build early market presence and form strategic partnerships in Syria’s tourism revival.
Syria’s tourism sector is
advancing on a strategic path focused on investment, private sector participation, and long-term development. The Syria Travel Show 2026 is positioned to help stakeholders capitalise on this momentum by showcasing investment opportunities and driving collaboration across the expanding tourism value chain.
