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

Dubai: A group of UAE-based Syrian entrepreneurs have launched what they describe as Syria's first integrated super app, bringing together hotel bookings, transport, lifestyle services and digital payments on a single platform. This comes as the country's tourism sector begins rebuilding after years of war.

Called My Syria, the app aims to make travelling around Syria easier for both international visitors and residents by allowing them to discover, book and pay for a growing range of services through one mobile application.

Developed by 121 Living - a holiday homes company based in Dubai - the platform was launched by Syrian entrepreneurs Rami Kaiem, Feras Kaiem, Waseem Qudmani and Kinan Madi, who are based between Dubai and Damascus.

The launch was backed by Syria's Ministry of Tourism and comes as visitor arrivals continue to rise across the country.

For co-founder Rami Kaiem, the idea was born from nearly two decades of living and working in Dubai.

A computer engineering graduate from Damascus, Kaiem moved to Dubai in 2007 and built his career across the e-commerce, telecommunications and hospitality sectors before deciding to apply what he had learned in the UAE to his home country.

"We grew up in the UAE and were inspired by its leadership and by how services are delivered here," Kaiem told Gulf News.

"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."

Kaiem told Gulf News that the team met Syria's Minister of Tourism, Mazen Al-Salhani, to discuss how technology could support the country's tourism recovery, eventually leading to the creation of My Syria.

"The UAE has set a benchmark for service and technology over the past 20 years. We wanted to help our country by implementing the experience we gained in Dubai, which is my second home," he said.

"The super app concept was inspired by Careem," Kaiem said. "It started with taxis before expanding into many different services. It is a very successful story that also began in the UAE."

"The 'My Syria' name was inspired by the 'MyDubai' campaign. It created a sense of pride among residents, and that inspired me as well."

According to the company, My Syria is the first app in Syria to support cross-border digital payments using Apple Pay, Google Pay, Visa, Mastercard and American Express, allowing international visitors to pay through payment methods they already use at home.

Kaiem said the company has received all the necessary approvals from the Syrian government to operate the payment platform.

"Syria was largely isolated for the past 15 years, so there is a great deal of work needed to accelerate digital transformation in the private sector."