Rotana and Accor Lead Global Hotel Interest as Syria Reopens to Investors

Damascus, Syria – October 31, 2025: After more than a decade of economic isolation and conflict, Syria is showing early signs of re-emergence on the global hospitality map. Hotel investors, developers, and international operators are engaging in early-stage talks to enter the Syrian market, signaling cautious optimism as the nation works to rebuild its economy, restore infrastructure, and attract foreign investment.

The renewed interest follows efforts by the Syrian government to reopen air links, encourage private investment, and restore investor confidence, moves that suggest the country is once again “open for business.”

Global Hotel Operators Begin Exploratory Talks

Major regional and international hotel brands, including Rotana, Accor, and H World International, have confirmed they are in preliminary discussions with developers and investors about potential hotel projects in Damascus, Aleppo, and other key cities.

Philip Barnes, Chief Executive Officer of Rotana, said the company has seen a surge in inquiries about projects in Syria, Iraq, and Lebanon.

“All of these destinations are starting to come back to the forefront of people’s minds because they make sense from an investment standpoint. Everybody feels like things have stabilized and will continue to stabilize,” he said.

Barnes noted that cities such as Damascus and Aleppo are “starting to bubble with interest,” adding that hotels will play a vital role in rebuilding Syria’s urban and business centers.

“When destinations start to revive, hotels become more than a business proposition, they become a social and economic cornerstone for communities,” he added.

Rotana confirmed it is “very much interested” in managing new hotels in Syria and is already in talks with several developers. Such projects, Barnes said, typically take two to three years to complete once the groundwork begins.

A New Phase of Investment Underway

Syria’s President Ahmad Al Sharaa has made economic recovery a central part of his administration’s policy, emphasizing new “win-win” investment opportunities. Speaking at the Future Investment Initiative (FII) in Riyadh, he revealed that Syria has already attracted nearly $28 billion in new investment since last year’s political transition.

During the FII, Al Shara met with key global executives including Christopher Nassetta (Hilton Worldwide), Sébastien Bazin (Accor), and Eric Martel (Bombardier), highlighting a growing international willingness to explore opportunities in the country.

Accor Eyes Up to 15 Hotels by 2031

Duncan O’Rourke, CEO of Accor for the Middle East, Africa, and Asia Pacific, confirmed that the French hospitality group is already in talks with local developers about launching 10 to 15 hotels in Syria by 2030–2031.

“We are talking with all the developers … we want to be part of this journey,” he said.

O’Rourke added that hospitality development typically follows critical infrastructure projects, such as airports, hospitals, and schools, and with those foundations being rebuilt, Accor sees long-term potential.

“Demand will gradually build as members of the Syrian diaspora return home and tourists rediscover the country’s culture, history, and cuisine,” he said.

Air Connectivity and Market Confidence Grow

Syria’s hospitality revival is supported by the return of major regional airlines. Carriers including Emirates, flydubai, Qatar Airways, Turkish Airlines, and Saudi Arabia’s flynas and flyadeal have either resumed or are planning flights to Damascus, marking a significant step toward restoring connectivity.

Barnes noted that the hospitality and aviation sectors are closely interlinked.

“As soon as airlines decide they’ve got enough traffic to make it worthwhile for them to go to a destination, we need to be on that bandwagon — that’s a clear indicator of growth,” he said.

O’Rourke added that initial travel demand will likely come from regional markets such as Dubai, Saudi Arabia, Lebanon, and Turkey before expanding internationally to India and China as stability improves.

A Cautious but Business-Friendly Climate

Executives from several hotel groups emphasized that while the investment climate is improving, long-term success depends on pro-business reforms. Investors are seeking assurances related to tax policies, legal transparency, capital repatriation, and banking reforms.

Barnes described the current environment as “very business-friendly,” noting that the government’s willingness to recognize the value of tourism could accelerate growth.

“If the government recognizes the value of tourism, it’s amazing the changes that will occur,” he said, drawing parallels to Saudi Arabia’s recent transformation in opening up to global visitors.

Balancing Opportunity with Risk

While optimism is rising, industry leaders acknowledge that risks remain high. Geopolitical uncertainty, security concerns, and the slow pace of financial reforms pose challenges to large-scale development.

“It’s always a leap of faith, but you go into these things with eyes wide open and a clear understanding of what you want to achieve,” Barnes said.

Executives agreed that timing is critical, with many aiming to move early to capture “first-mover advantage” in a high-potential but underserved market.

Siegfried Nierhaus, Vice President of H World International, confirmed that the company has already been approached by developers and hotel owners seeking brand management partnerships in Syria.

“Being first into a market like Syria is a big advantage,” he said. “We are ready to move once the fundamentals align.”

A Decade of Reconstruction Ahead

Experts estimate that it may take five to ten years for Syria’s hospitality and tourism sectors to reach full maturity. Hala Matar Choufany, President of HVS Middle East and Africa, said her firm has received serious inquiries from international investors, particularly from the U.S., Turkey, and the Gulf region.

“Rebuilding Syria will happen, and there will absolutely be demand for hotel rooms,” she said. “By 2026, we expect to see more projects breaking ground or under renovation, signaling real progress.”

For now, investors and hotel operators remain in the exploratory phase, but the momentum is unmistakable. With renewed stability, foreign investment, and returning air connectivity, Syria’s hospitality sector could be poised for one of the most remarkable comebacks in the region.