After fourteen years of war, which led to Syria's disconnection from digital technologies, an entrepreneur from Dubai hopes to contribute to the country's tourism sector recovery with a mobile application. Rami Kayem, co-founder of the Dubai hotel company 121 Living, introduced 'My Syria'—the first super-app in the country.
This application allows users to book hotels, taxis, car rentals, beauty services, and much more in one place. The launch took place on July 30th with the support of the Syrian Ministry of Tourism.
Rami, who was born in Syria and lived in Dubai for almost twenty years, noted that it was the UAE that shaped his vision. He stated: 'When you live in Dubai, the UAE sets the standard for services, hospitality, and e-commerce. We have learned a lot here.'
Even the app's name reflects this inspiration. Kayem explained that 'My Syria' is inspired by the local trend of saying 'My Dubai.'
Kayem aims to fill a significant gap in the market. Currently, services like Airbnb or Booking.com are absent in Syria. 'The only way to book a hotel is to call the hotel and transfer money,' he explained. 'Therefore, we decided to create this application and bring Syria online.'
He also emphasized that the problems go beyond technology, including logistical and mental barriers. Many hotels have operated offline for a long time and are slowly adapting to online booking systems. Furthermore, despite the official lifting of sanctions, practical obstacles remain: 'If you are in Syria, you always need a VPN or proxy to open many things—even the Apple Store.'
However, support from the new government has been strong. Kayem reported that they met with the Minister of Tourism two or three times, and that the new government genuinely wants the country to be like Dubai.
Mazen Al-Salkhani, the Syrian Minister of Tourism, stated: 'Our role is to create a favorable environment that allows the private sector to develop innovative digital solutions that improve visitor experiences, strengthen business, and increase the sector's competitiveness.' He added that the launch of the 'My Syria' app demonstrates the value of public-private partnership. He invited leading technology companies—global, regional, and local—to explore the significant opportunities presented by the path of Syria's digital transformation, not only in tourism but also in the broader economy.
Kayem is convinced that the fundamental foundations of tourism in Syria have always existed thanks to ancient cities, mountains, beaches, and historical sites. He believes that 'Syria is one of the oldest countries in the world, and the foundations of tourism are definitely there.'
Currently, the application offers eight services in Damascus, with plans to expand them to over 40 services in all 14 cities of Syria. It is also the first platform in Syria to support cross-border digital payments via Apple Pay, Google Pay, Visa, Mastercard, and American Express.
Kayem's ambitions are not limited to Syria's borders. He expressed a desire to create 'My Syria, My Jordan, My Iraq, and My Lebanon.' For now, he is focused on the future and grateful for the support received, noting that 'the Ministry of Tourism is working very actively with us, and I greatly appreciate their efforts.'