My Syria launches as the country's first Syria tourism super app, combining travel, hospitality, and global digital payments to power the country's tourism revival.
The launch, held under the patronage of H.E. Mazen Al-Salhani, Syria's Minister of Tourism, comes as the country's tourism sector gains momentum. According to the Ministry, visitor arrivals more than doubled during the first half of 2026, highlighting renewed interest from Syrian expatriates, regional travellers, and international visitors.
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Founded by UAE-based Syrian entrepreneurs Rami Kaiem, Feras Kaiem, Waseem Qudmani, and Kinan Madi, 121 Living developed the platform to modernize the country's tourism experience while supporting broader digital transformation efforts.
The Impact of the Syria Tourism Super App
The platform serves as a unified digital gateway where residents and visitors can discover, book, and pay for a wide range of services, including hotels, restaurants, transportation, tourist attractions, experiences, and food delivery.
At launch, the application offers eight integrated services, with plans to expand to more than 40 verified tourism and hospitality partners across Syria as the platform grows. By bringing multiple services together in one mobile application, the app aims to simplify travel planning, improve visitor convenience, and help local businesses reach a wider audience through digital channels.
Integrated Payment Infrastructure
One of the platform's most significant innovations is its integrated payment infrastructure. It is the first platform in the country to enable secure cross-border digital payments using internationally recognized payment methods, including Apple Pay, Google Pay, Visa, Mastercard, and American Express.
This capability allows international visitors to make payments using familiar digital wallets and global payment cards. It also enables local tourism businesses to participate more effectively in the country's growing digital economy.
The introduction of internationally accepted payment methods addresses a longstanding challenge for international travellers and represents an important step toward improving Syria's tourism infrastructure.
Government Support and Tourism Trends
Speaking during the launch, H.E. Mazen Al-Salhani, Minister of Tourism, described digital transformation as one of the Ministry's strategic priorities. He said the government's role is to create an enabling environment that allows private-sector innovators to develop digital solutions capable of improving visitor experiences, strengthening businesses, and increasing the competitiveness of the sector.
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The Minister also invited regional and international technology companies to explore investment opportunities emerging from the country's digital transformation across tourism and the wider economy.
The launch coincides with a significant rebound in the industry. According to the Ministry of Tourism, visitor arrivals reached 3.52 million during the first half of 2026, representing a 111% increase compared with 1.67 million recorded during the same period in 2025.
The figures include Syrian expatriates returning home, regional travellers, and international tourists, reflecting renewed confidence. The Ministry believes technology, digital services, and public-private partnerships will play an increasingly important role in sustaining this recovery.
Future Expansion Plans
The launch represents the first phase of 121 Living's broader digital strategy, with additional services and wider geographic coverage planned across the country. As the nation continues rebuilding its tourism industry, platforms like this could become critical infrastructure for modern travel, connecting visitors with local businesses while accelerating the transition toward a more digitally enabled economy.
The initiative also aligns with the Ministry of Tourism's long-term vision of positioning the country as a competitive regional destination through innovation, sustainable tourism development, and stronger private-sector participation.
Why This Super App Matters to MENA
The launch signals a new phase in the country's digital transformation, demonstrating how technology can support tourism recovery and economic revitalization. By combining accommodation, transport, dining, attractions, lifestyle services, and secure digital payments in a single platform, the app mirrors the super app model that has gained traction across Asia and is increasingly being adopted in the Middle East.
For the wider MENA region, the platform highlights the growing role of travel technology (TravelTech) and digital payments in reshaping tourism experiences. Integrating international payment methods removes a major barrier for international visitors while helping local businesses participate more effectively in the digital economy.
The initiative also reflects the increasing contribution of diaspora entrepreneurs to regional innovation. Built by UAE-based Syrian founders with government support, it demonstrates how public-private collaboration can accelerate digital transformation and attract investment.
As MENA countries continue investing in smart tourism and digital infrastructure, this platform could serve as a model for integrating tourism services, payments, and local commerce into seamless digital ecosystems that improve visitor experiences and strengthen economic growth across the region.
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