By Hazel Heyer l eTN Middle East
With rich cultural heritage and geographical diversity, Syria has a lot to offer ranging from Mediterranean beaches to its panoramic landscape - its mountains, fertile valleys, plains and steppes. Its historical and archaeological heritage speaks about a great deal of hope for a destination riddled by controversy and endless news on instability clouding the entire Middle East.
Syria has issued several regulations and policies for national economic growth, his vision turned into serious consideration of the industry as an economic builder, managing tourism as an activity with financial and social returns that generate job opportunities for millions. Additionally, they have broken ground in creating dialogues between cultures and regions.
At the recently-concluded ITB 2007 in Berlin, Syrian Tourism Minister Dr. Saad Allah Agha Al Qalaa sat down with eTurboNews for an exclusive interview.
eTN: After the recent crisis in the Levant (Lebanon and Israel at war), how is the overall visitor situation in your country today?
Minister Saad Allah Agha Al Qalaa: Around 75 percent of our tourists comes from the Arab world generally. Whenever there is a crisis in the region, we are spared the impact almost certainly. Immediately after the fighting in Lebanon, Arab tourists returned to Syria in the same numbers as previous seasons, I believe roundabout the time after the ceasefire. European guests took a longer time to recover; they’ve come back in their traditional volume this March, which is the tourist season. The Germans, French, British, Spanish, Italians and Russians have returned on group tours to Damascus, Palmyra, Aleppo, Tartus, San Simeon and other areas. Recovery is definitely in momentum.
eTN: What reactions have you received, so far, from the market at ITB?
Al Qalaa: Our presence in the ITB is vital. We’ve seen huge interest from tour operators in Germany. Our local operators are satisfied with the reaction from the market from contracts signed during the trade show. They’ve expressed positive reaction from Europe when 200 operators and journalists attended our Syrian day at the ITB stand. The fact that we have more than $3 billion worth of projects under construction in resorts and business hotels around the country proved to tour operators we are committed to real reform in infrastructure and facilities. Recent developments and investments have encouraged a growing number of operators to do business with us and package their tours to Syria.
eTN: How has your visitor arrival total this year been affected by the last war in Lebanon?
Al Qalaa: Some 4.4 million tourists came last year. Over one million have come from Iraq however. Added to that, about 200,000 came from Lebanon during last year’s war (July-August). There were tourists who spent their money in Syria but we did not register them as tourists, of course. Including them in the total gives a false positive. So after deducting the number of Iraqis and refugees from Lebanon over the period of the 2006 emergency, we report a total of 3.2 million tourists for last year.
eTN: Discounting price gouging, did you actually make money during the war because of this huge influx of guests?
Al Qalaa: Iraqis do not come to Syria and stay in hotels. In the beginning they arrive as guests but most seek residence. Of course, handling one million is not that simple. This October 2006, we reported 75 percent more Arab tourists came compared to the previous year of 2005. After the crisis in Lebanon, we saw the Arab guests come back at a faster pace.
But the boom comes from our markets in Europe. We’ve registered increased number of reservations showing good recovery.
eTN: Why are you strong in Europe?
Al Qalaa: It is the strong potential in selling culture and heritage that promotes us to European markets. Having the two oldest cities in the world, Syria is famous for its archaeological sites going back 12,000 years ago to the origins of mankind. There are many monuments demonstrating the history of the human species and civilizations. Most events are themed on history and culture to which the revival in European arrivals after September 11, has been tailored. Over 3000 archaeological sites and 35 different civilisations constitute Syria's ancient history from the Sumerian, Amorite and Byzantine, to the Gassanid, Islamic and Ottoman empires.
In a bid to revive the tourism industry following the global recession, Syria celebrated the Al Mahaba Festival followed by two other international events dubbed The Silk Road Festival from the 27th- 30th of September and the Bosra International festival, held every other year in September. These festivities are major cultural events intended to draw international crowds.
New investments in infrastructure and resorts have become attractive to our visitors. Likewise, the traditional cordial and friendly way Syrians receive guests have become attractive. Last but not least, the way our people - Christian (12 percent of population/ about 2 million people) and Muslim (70 million) – live together in harmony has become attractive to Europeans who would like to understand the importance of religious tolerance and peaceful co-existence. I think Syria has proven that its population can live in harmony while in the contrary, other parts of the world are mired in issues and clashes between civilizations and religious groups present in their country. Due to this distinct feature, the Vatican has decided to conduct the first international congress on dialogues among Christian Churches all over the world in Damascus. Why? Because Syria is the place where dialogue and mutual understanding is part of everyday life. This gives European tourists the confidence to do this event in Syria. We are proud to have them host it in Damascus, the capital of the first state of Islam at the same time, the cradle of Christianity. We are proud to host two dimensions – Islam and Christianity - in our country making Syria the perfect location for hosting any event that promotes tolerance.
Tourism should not be marketed as a mere sightseeing activity but a means to get to know the people and the entire nation through the medium of dialogue; the attention to the archaeological sites that need development as well as preservation and maintenance of all historical heritage. It feeds the need to develop the role of the private sector with whom we are in partnership, mapping out a framework free of competition.
eTN: Do you have American travelers coming to the country?
Al Qalaa: We have around 30,000 to 35,000 from the US. Obviously, we need to attract more. However, we are focusing our efforts in luring the European market. It’s simpler to operate within this market considering the shorter travel distance and long history in this particular segment.
eTN: How safe and secured are the US travelers visiting your country?
Al Qalaa: Syria is safe and secure as proven by the way our people co-exist peacefully. Syrians have done no harm to any tourists in all history of tourism in this country. Though there is tension in the region, traveling within Syria has been safe for our guests. Over 1000 journalists and tour operators have come over the last two years to Syria and have not reported any problems whatsoever. To our surprise, word-of-mouth sells our industry quite well. You see, any lady who’d jog or walk at 3 o’clock in the morning in any city in the country will not have to fear any security incident. Syria is open-minded towards foreign visitors, it being the hub of the Silk Road and the caravans from Asia to Europe. Syria served as the crossroad of all trading between continents. Hence, Syrians have maintained the tradition of receiving visitors for thousands of years.
Syria is the lowest on the crime (rate) list of the United Nations. At the same time, there have been no travel advisories on Syria. Travel bans would say Middle East but nothing has been made specifically for Syria in the last years.
Tourism will explain to the consumers, the Westerners, how Syria programs reforms in all aspects of life, advances the future of the industry, at the same time, preserves thousands of years in ancient history and civilization while embracing modernization and state-of-the-art living.
