My Syria’, Syria’s first integrated digital super app bringing together tourism, hospitality, lifestyle and payment services within a single ecosystem, officially launched today under the patronage and in the presence of H.E. Mazen Al-Salhani, Minister of Tourism. Developed by 121 Living with the strategic support and supervision of the Ministry of Tourism, the platform launches at a time of strong momentum for Syria’s tourism sector, with visitor arrivals more than doubling during the first half of 2026 alongside growing adoption of digital services and payment solutions.
Founded by UAE-based Syrian entrepreneurs Rami Kaiem, Feras Kaiem, Waseem Qudmani and Kinan Madi, 121 Living developed ‘My Syria’ as Syria’s first tourism and lifestyle super app, reflecting a shared commitment to accelerating the digital transformation of Syria’s tourism sector. The initiative supports the Ministry’s vision of enabling private-sector innovation, enhancing visitor experiences and strengthening Syria’s competitiveness as an emerging tourism destination.
A key differentiator of the platform is its integrated payment infrastructure, making ‘My Syria’ the first platform in Syria to support secure cross-border digital payments through internationally recognised payment methods, including Apple Pay, Google Pay, Visa, Mastercard and American Express. The capability enables international visitors to pay using familiar global payment solutions while helping businesses access a broader customer base and participate more effectively in Syria’s growing digital economy.
Commenting on the launch, H.E. 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. Our role is to create an enabling environment that empowers the private sector to develop innovative digital solutions that enhance visitor experiences, strengthen businesses and improve the competitiveness of the 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.”
Bringing together hotels, restaurants, transport services, tourist attractions and experiences, food delivery, and a growing range of lifestyle services through a single mobile application, ‘My Syria’ provides travellers and residents with one trusted digital gateway to discover, book and access services across the country. The platform currently offers eight services and is expected to expand to more than 40 verified tourism and hospitality providers across Syria, creating a more seamless experience for travel planning and in-country activities.
‘My Syria’ app represents the first phase of 121 Living’s vision to develop a digital platform, with additional services and expanded geographic coverage planned across Syria.
The Ministry of Tourism’s broader digital transformation roadmap focuses on enabling private-sector participation, advancing innovation and positioning technology as a key driver of investment, competitiveness and sustainable development. In 2026, Syria’s tourism sector recorded strong growth, with visitor arrivals increasing by 111% during the first half of the year to 3.52 million, compared with 1.67 million during the same period in 2025, including Syrian expatriates, regional visitors and international tourists. As demand continues to grow, technology and public-private collaboration will play a critical role in enhancing services, attracting investment and supporting the Ministry’s long-term vision for a tourism-led economy.
About the Ministry of Tourism – Syrian Arab Republic
The Ministry of Tourism leads the development of Syria’s tourism sector through policies that support sustainable growth, enhance destination competitiveness, and expand investment opportunities across hospitality and cultural tourism. The Ministry works to advance national priorities by enabling private-sector participation, improving service quality, and strengthening Syria’s position as an emerging destination in the region.
