Meet the UAE entrepreneurs bringing Dubai-inspired tourism super app to post-war Syria

A group of UAE‑based Syrian entrepreneurs have launched My Syria, an integrated tourism “super app” that combines hotel bookings, transport, lifestyle services and cross‑border digital payments on a single platform as Syria’s tourism sector rebuilds. Developed by 121 Living and founded by Rami Kaiem, Feras Kaiem, Waseem Qudmani and Kinan Madi, the app is available on iOS and Android, operates from offices in Dubai and Damascus, and has been entirely bootstrapped by its four founders.

"We grew up in the UAE and were inspired by its leadership and by how services are delivered here," said co‑founder Rami Kaiem. "Since Syria reopened to tourists, we realised there wasn't a proper application that could help visitors find hotels, restaurants, transport and other services. We wanted to bring the experience we gained in the UAE back to Syria."

The launch was backed by Syria’s Ministry of Tourism. Minister Mazen Al‑Salhani described digital transformation as a strategic priority, saying: "Digital transformation is one of the Ministry's strategic priorities because it enables us to build a more competitive, connected and investment‑ready tourism sector." He added that the app "demonstrates the value of this partnership between government and the private sector" and invited technology companies to explore opportunities in Syria.

Key features and operations

• Integrated bookings: hotel and hotel apartment reservations, airport transfers, car rentals, courier deliveries, beauty services and travel information, with a roadmap to expand to more than 40 services.
• Cross‑border payments: the company says My Syria is the first app in Syria to support Apple Pay, Google Pay, Visa, Mastercard and American Express, allowing international visitors to pay using familiar methods.
• Marketplace mechanics: hotel ratings and reviews are built into the platform; the business model relies on commissions from service providers rather than charging customers directly.
• Technology and staffing: core software development is delivered via a partnership with an India‑based technology firm; the company currently employs a small direct team supported by marketing and tech specialists.

Kaiem cited inspiration from UAE platforms such as Careem and the MyDubai campaign: "The super app concept was inspired by Careem... The 'My Syria' name was inspired by the 'MyDubai' campaign. It created a sense of pride among residents, and that inspired me as well." He emphasised that the company has received necessary approvals from the Syrian government to operate the payment platform and that customers will not pay extra for using My Syria — in some cases the firm has negotiated hotel rates cheaper than direct bookings.

The app arrives as visitor arrivals to Syria surged in early 2026. Ministry of Tourism figures show 3.52 million visitors in the first six months of 2026, up 111% from 1.67 million a year earlier. International visitors grew 448% to 719,000, Arab arrivals rose to 664,000 and visits by Syrian expatriates reached 2.13 million. The return of international air services — with carriers including Emirates, Etihad, flydubai, Air Arabia, Qatar Airways, flynas, Turkish Airlines and Royal Jordanian — has supported the rebound.

Looking ahead, the founders plan to expand My Syria beyond Damascus to other cities based on market demand, increasing the range of services offered. "A lot of airlines are flying to Damascus again, and more visitors are arriving every month," Kaiem said. "People want to plan their trips, book hotels before they arrive and have everything available on a digital map. Those are the services we want to provide."