ABSTRACT This paper explores the development of domestic tourism in Syria in the early 1990s. Drawing upon a series of articles published in the national newspaper Al-Bath, it analyses the rhetoric and the symbols used by journalists to domestically promote a new tourism project, the Desert Festival (al-mahradjān al-ṣaḥrāwī). It argues that domestic tourism was used both as a mechanism for economic recovery and a nation-building tool by the Syrian regime. Journalistic narratives revolved around an Arab socialist imagery of unity, progress and modernisation, as well as Orientalist fantasies of desert romance and mystery, inviting nationals to immerse themselves in a Bedouin heritage described as being both familiar and strangely exotic.
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