121 Living Launches "My Syria," Syria’s First Integrated Super App to Accelerate Tourism Digital Transformation
UAE-based Syrian startup 121 Living has officially launched My Syria, the country's first integrated super app, bringing tourism, hospitality, lifestyle services, and digital payments together on a single platform to support Syria's ongoing tourism digital transformation.
The platform was unveiled in Damascus under the patronage of Syria's Ministry of Tourism, which provided strategic support and supervision for the initiative as part of its broader efforts to modernize the country's visitor experience.
Founded by Syrian entrepreneurs Rami Kaiem, Feras Kaiem, Waseem Qudmani, and Kinan Madi, 121 Living developed My Syria as a unified digital gateway for both residents and international visitors. The application currently integrates eight services, including hotels, restaurants, transportation, tourist attractions, experiences, and food delivery, with plans to expand to more than 40 verified tourism and hospitality providers across Syria.
According to the company, the launch marks the first phase of a broader roadmap aimed at introducing additional services while expanding the platform's geographic coverage nationwide.
One of the platform's standout features is Syria's first integrated cross-border digital payment infrastructure, supporting Apple Pay, Google Pay, Visa, Mastercard, and American Express. The capability enables international visitors to make payments using globally recognized payment methods while helping local businesses reach broader markets and participate more effectively in Syria's emerging digital economy.
According to Syria's Ministry of Tourism, digital transformation has become a strategic priority for strengthening the country's competitiveness as an emerging tourism destination while encouraging greater private-sector participation.
Minister of Tourism Mazen Al-Salhani said: "The launch demonstrates the value of collaboration between government and the private sector in developing innovative digital solutions that improve visitor experiences, support businesses, and attract investment."
The ministry also invited regional and international technology companies to explore opportunities created by Syria's wider digital transformation agenda.
The launch comes as Syria's tourism sector continues its strong recovery. According to figures released by the Ministry of Tourism, visitor arrivals increased by 111% during the first half of 2026, reaching 3.52 million visitors, compared with 1.67 million during the same period in 2025, including Syrian expatriates, regional visitors, and international tourists.
Officials said technology, digital services, and public-private partnerships will play a central role in supporting sustainable tourism growth and attracting new investment across the sector.
