Syria making news again

By Hazel Heyer l Special to eTN
Syria Tourism Minister Saad Abdallah Al Qala
Syria tops the headlines once more following news about Israeli soldier Cpl. Gilad Shalit's disappearance. Israel's Prime Minister Ehud Olmert holds Syria responsible for Shalit’s abduction, ordering the army to push forward to strike Palestine Hamas militants at his behest. Last week, warplanes stormed the palace of Syrian President Bashar al Assad, accused of harboring a top Hamas leader. 

So Syria does it again. How much more can a country so rich in culture and heritage take when political events and foreign affairs constantly deplete its image worldwide? Couldn't tourism do much to straighten things up for a destination that has the makings of a tourism byword on the merits of its historical treasures – if situations were only different?
After all, this is the heart of the ancient world. Syria was the meeting point of caravans on the Silk Road. The first alphabet was developed on its land, breaking grounds for culture, science and civilization.

Indeed, Syria is one big museum containing vast archeological and historical sites, cities, ruins and monuments such have Damascus, Aleppo, Palmyra, Bosra, Aphamia, Mari, Ras Shamra, Ugarit, Crak De Chevaliers, St. Anania's Chapel, St. Simeon's Convent and the tomb of John the Baptist. Alongside historical offers, the country boasts mysterious mountain trails, camping grounds with chalets and a coastline extending to about 180 kilometers of sandy beach.
Equipped to serve tourists, Syria has infrastructure at par with its neighbors. There is a wide range of accommodation with over 400 hotels of varying categories, standards and rates to choose from international and local chains. Several outlets and hotels were built from restored ancient palaces.
In 2004, the tourism ministry reported an increase in the number of tourists of 3 million from 2.1 million in 2003. Number of arrivals by air and across the border reached 6 million – half being day-trips and half overnight tourists. In 2004, there were only 230,000 room nights (c/o tour operators) during the first 8 months while in 2005, 386,000 were reported in the same period reflecting a 68 person increase.
According to the World Travel and Tourism Council's last Tourism Satellite Accounting Research, Syria's world ranking is number 58 in absolute size worldwide and 149 in relative contribution to national economies. It ranks 138th in long-term growth over a 10-year spread. The WTTC forecast its tourism will grow by 3.5 percent per annum in real terms between 2006 and 2015 and up to $ 17.088 billion by 2015 in nominal terms.
Not so bleak after all. Syrian travel and tourism economy GDP growth is expected to grow by 5.7 percent contributing 2.1 percent to GDP, rising to $5.378 billion by 2015 at 6 percent of total GDP. WTTC's TSA research saw personal and business travel going steady, with government spending and capital investments moving along.
Similarly, in its Tourism 2020 Vision study, the United Nations World Tourism Organization placed Syria's growth at 5.5  percent per year through to 2020, well above the growth rate for the Mediterranean region. The UNWTO's Vision expects Syria to receive 3-4 million international guests by 2020.
Today, the government is seriously considering the value of tourism to economy, likewise making it pivotal to commence dialogue, if all else fails on the political front. New efforts have been made towards promoting the image of the destination. Lawmakers have revised laws and policies to encourage foreign investments in tourism. The state has also provided new tax incentives covering construction and tourism development allowing foreigners to fully own projects including the land on which properties are built. There are tax holidays from the first year of operation up to year 7.
From the 8th year onwards, there is 50 percent tax exemption. This encompasses the economic vision of tourism as Syria needs more hotels to absorb a huge demand.
Early this year, Syria organized the second tourism investment market forum while promoting its major festivals and other annual events on the tourism calendar. About 21 projects were borne from the hotel conference with more than 6000 beds now in the pipeline to add to the inventory of 41000 beds total. There are 17000 rooms with new facilities added with the opening of the Four Seasons Damascus (opened January 2006), Afamia now managed by the Sofitel (opened May 2006), and the lavish Antaradus in Tartush on the coast of the Mediterranean in progress, ready for launch in 2 years.
Also 7 tourist chambers have been created with all the board members elected and now working with the tourism ministry on all overseas activities such as exhibitions and trade fairs.
In an exclusive interview, eTN asked Tourism Minister Saad Abdallah Al Qala his very own tourism visions and plans in the near term.
He said Syria continues to approach tourists from Europe and elsewhere (including the US) giving visas free-of-charge at the airport. "They only need to contact the partner travel agent to get free entry; otherwise they may contact the Syrian embassy or obtain visas at the border or airport for a fee. Contacting directly the Syrian travel agent will also incur visa fees for them," he said.
Last year, over 300,000 tourists came from Europe via tour operators. Most were free, independent travelers. Al Qala said: "We promote heavily to Europe. We have started to host hundreds of journalists to see reality – the product, the service, the people. This was met with success as positive articles were written in Europe, sometimes even in the US, by citizen journalists as well. Articles were encouraging while visiting press and tourists themselves filed real stories about Syria being the true cradle of civilization," he said.
With 6 percent rise in tourists yearly, as per al Qala's estimates, and hotel beds increasing by only 4 or 5 percent, the gap raises concern. "New beds will give us the opportunity to expand our arrivals. We need a boost in accommodation. We get over-booked in Damascus several times; as a result, tour operators find it hard to find rooms."
He added: "Certificates of quality and classification are now required from hotels. Certificates must be provided by international operators in line with us moving to provide resorts with international rating standards."
Al Qala said they have begun to organize workshops between tourists and tour operators, negotiating rates and offers at the table. "Oftentimes with Europeans and a handful of Americans, they come for the first time through operators or in groups with friends who have visited previously. On their second visit, they travel independently as they may have realized the destination is safe and secure, and that we are a friendly people," the minister said. Based on statistics, he noted most Europeans visit 8 or 9 times on their own. Average length of stay – 12 days.
He said today they concentrate on delivering more diverse products. "We have designed a master plan for all archaeogical sites complete with visitors' center – with front offices, maps, visitor guides, bus stops, information booths and help with foreign language. We have even offered courses to our guides, organized language courses to them and education in all aspects of the industry."
Believe it or not, he said they have also trained Chinese-speaking guides. "For the first time, we were represented in the Shanghai Exhibition this year since after President Bashar al Asad signed a tourism agreement with China. Syria then earned the Approved Destination Status from China," al Qala detailed. He said since the pact with China, hundreds of TV teams and journalists have begun promoting Syria to China. Today, over 1000 Chinese visit per month. "The Chinese Embassy in Damascus even opened a language school teaching guides Mandarin as well as a Chinese center for educating them about the people. We have also printed new brochures in Mandarin," he said.
He mused about the Silk Road Festival held yearly from September 27-30th as a way of reviving traditions of old times as the highlight of the year. "We showcase cultural dances, outfits and sketches by 1000 performers on stage recreating the ways of life of the caravans of international trade coming from China, to Europe to Syria." Back then, Syria was the hub of international trade, the hot-sell of the industry.

"All that is written about Syria is not true. Come and see for yourself, is our message to tourists all over. We are one of the safest countries in the world. No harm to tourists has ever been reported in our country. Don't take all that is written as final and true," he told eTN.

July 5, 2006   Posted in: Syria