Syria Travel Show 2026 to spotlight investment opportunities as tourism rebounds
Industry leaders, airlines and investors to gather for three-day Damascus event
DUBAI – Damascus will host the inaugural Syria Travel Show (STS) 2026 this September, bringing together tourism leaders, investors, hospitality groups, airlines and travel businesses to explore new commercial opportunities in the country's growing tourism sector.
The three-day event is expected to serve as an international platform for business networking, investment discussions and strategic partnerships as Syria seeks to strengthen its visitor economy. Organisers say the exhibition comes at a time of rising regional and international confidence, with visitor numbers climbing sharply during the first half of the year.
The event will take place from September 28 to 30 at Al Moutanbi Hall in the Dama Rose Hotel, Damascus. Held under the patronage of the Syrian Ministry of Tourism, the exhibition is organised by Mangusteen Events and Exhibitions in partnership with SO Media.
Syria Travel Show
STS 2026 is designed to connect tourism authorities, hotel operators, developers, airlines, travel agencies, technology providers, franchise brands, cultural institutions and other industry stakeholders seeking to establish or expand their presence in Syria.
According to the organisers, the country's tourism sector is entering a new stage of development, supported by increasing visitor demand and a broader strategy to position tourism as a key driver of investment and economic growth. Opportunities are emerging across hospitality, aviation, destination development, tourism technology, cultural experiences and supporting infrastructure as the sector continues to rebuild.
The event follows a particularly strong first half of 2026 for Syria's tourism industry. Visitor arrivals reached 3.52 million during the six-month period, more than doubling compared with the same period last year.
International arrivals recorded the sharpest increase, rising 448 percent year on year. Arab visitor numbers climbed 107 percent, while arrivals by Syrian expatriates increased 75 percent. Organisers said the figures reflect renewed confidence among regional and international travellers and underline growing private-sector interest in tourism-related investments.
The exhibition aims to help companies identify commercial opportunities, establish partnerships and gain an early foothold in a market preparing for renewed expansion.
Syrian Minister of Tourism Mazen Al-Salhani said the country's tourism industry is entering a new phase supported by growing confidence, increasing visitor demand and efforts to create an investment-friendly environment.
He said the government's ambition is to build a tourism-led economy by encouraging private-sector participation, attracting responsible investment and developing world-class tourism experiences that highlight Syria's cultural and natural heritage.
According to Al-Salhani, the Syria Travel Show will provide a platform for investors, industry leaders and strategic partners to work together in unlocking the sector's potential and supporting its next stage of development.
Focus on investment
The exhibition will feature discussions covering hotel and resort development, tourism real estate, infrastructure projects, destination readiness and public-private partnerships.
Regional and international hotel groups will have the opportunity to explore management agreements, development partnerships and the introduction of established hospitality brands into the Syrian market.
Franchise businesses operating in accommodation, food and beverage, retail, wellness and visitor services will also be able to assess market demand and identify potential local partners.
Tour operators, destination management companies and travel agencies are expected to use the event to develop inbound tourism programmes and create cultural, heritage, religious, medical, wellness, adventure and experiential travel products.
The exhibition will also provide opportunities for airlines, aviation service providers, online travel agencies, booking platforms, payment providers and travel technology companies looking to reconnect Syria with international tourism markets.
Beyond the exhibition, STS 2026 will include keynote speeches, panel discussions, networking sessions, cultural showcases and dedicated business-to-business matchmaking meetings.
Organisers expect participation from more than 30 exhibitors, over 20 speakers and upwards of 5,000 visitors during the three-day event.
Conference sessions will examine policy, investment, hospitality, aviation, destination marketing, inbound tourism, cultural heritage, travel technology, entrepreneurship, workforce development and regional cooperation.
The exhibition floor will showcase Syrian destinations, tourism products, hospitality brands, travel services and investment projects, while a dedicated B2B programme will facilitate meetings between investors, buyers, suppliers, operators and institutional partners.
Business opportunities
Organisers say the exhibition is intended to provide first-mover advantages for exhibitors and sponsors seeking to establish commercial relationships during Syria's tourism recovery.
Participating organisations will have the opportunity to present their products and services directly to decision-makers, generate business leads, demonstrate industry solutions and contribute to discussions shaping the country's tourism development.
The event is expected to attract tourism and hospitality investors, hotel developers and operators, international franchise brands, airlines, airports, aviation service providers, tour operators, travel agencies, destination management companies, tourism authorities, restaurant and wellness franchises, travel technology firms, online booking platforms, real estate and infrastructure developers, cultural and archaeological organisations, medical and wellness tourism providers, banks, investment funds, advisory firms, tourism start-ups, SMEs and workforce development organisations.
Registration is open for trade visitors, investors, buyers, operators and tourism professionals. Exhibition and sponsorship opportunities are available for Syrian, regional and international organisations through the event's official website.
Organisers said the inaugural Syria Travel Show is intended to bring together public and private sector stakeholders in Damascus to encourage knowledge sharing, strengthen commercial partnerships and support the development of investable tourism projects across the country.