How Iraq is Rebranding Itself for Global Tourism Growth

The Excel Centre in London opened its doors from the 4th – 6th November for the 45th edition of the World Travel Market. As the world’s most influential travel and tourism event, this year WTM London brought together over 45,000 travel professionals worldwide to network and build connections, showcase their brands and gain insight into the rich culture and history of each country. This year, over 180 countries were represented, including Iraq.

The Iraq stand, led by the Iraqi Tourism Authority, featured a replica of the Gates of Babylon, a striking emblem of ancient civilisations and empires. Several key players of the Iraqi travel economy were present at the event. From outbound tour-operators Babylon Holiday, to World Gate Iraq and Bil Weekend, who host tours of Iraq for national and international visitors. They were joined by leading hotel chains, including Al Mansour Hotel and Ashur Hotels, showcasing the growing collaboration within Iraq’s hospitality industry.
The stand demonstrated a shared vision for re-branding Iraq’s image as a warm and culturally rich destination.

In an age of social media and sharing experiences online, there is a drastic rise in content aimed at ‘rebranding’ previously unknown or controversial destinations. Despite Iraq’s rich history being affected by political tensions in past years, it is currently undoubtedly undergoing a tourism revival – according to figures published by the Tehran Times, Iraq’s recorded tourism revenues during 2024 was $5.7 billion USD, a 25% leap from last year – making Iraq seventh among Arab states in tourism income.

In an era when global travellers increasingly seek meaningful experiences; heritage, culture, authenticity, Iraq is the country with something for everyone. It is well placed with its heritage sites, ancient cities and lived history, good food and a hospitality that knows no bounds. 

Upon the WTM exhibition’s closure, the message of Iraq’s stand goes beyond the Excel Centre. For Iraq, this event provided positive networking opportunities, and the chance to showcase a fraction of what Iraq has to offer.
The revenues and statistics are promising, but the deeper story is about how a country with one of the oldest civilisations is offering itself afresh to the world.