Iraq’s potential as an Islamic, cultural tourism hotspot

Iraq does not spring to mind as an obvious place for tourists. Many may argue that this widespread opinion is not without good reason. 

Decades of conflict, political instability, and security concerns have weighed heavily on the country and its international image. This coupled with an oil-dependent economy, endemic corruption and underdeveloped infrastructure have undermined Iraq’s potential and perception as a sought-after tourism destination. 

However, the Middle Eastern country has a strong Islamic heritage pedigree, a vibrant culture, and landscapes that could position it as a viable travel hotspot. 

“Iraq is a treasure trove of history, home to some of the world’s most iconic archaeological and religious sites, including Babylon, the ancient city of Ur, and the shrine cities of Najaf and Karbala,” says Jamie Wortley, VP of Communications at the World Travel & Tourism Council (WTTC). “Beyond its historical riches, the country boasts diverse landscapes and a unique cultural identity.”

Reem El Shafaki, partner at DinarStandard, believes Iraq can leverage its strong Islamic and cultural identity to offer authentic hospitality to Muslim travellers. “Travellers seeking meaningful experiences rooted in Arabic traditions could be drawn to the country’s heritage through immersive experiences in local communities,” she says. 

“From traditional guesthouses to authentic Iraqi cuisine, there is potential to develop unique offerings that set Iraq apart as an Islamic tourism hub.”

Tourism contributed 5.4% - equivalent to $11.4 billion - to the country's GDP in 2023, according to WTTC figures. Almost 90% of inbound visitors came from Iran that year. 

The country has rolled out several initiatives to undergird its tourism offerings. The Iraq Development Fund, which was established to draw $7 billion in investments across multiple industries, is seeking to secure $1 billion in tourism investments this year alone. 

Iraq also introduced visa reforms in 2021, allowing citizens from 37 countries - including the US, UK, Canada, and select EU states - to obtain visas on arrival. It  streamlined the process by launching an e-visa system three years later. 

Additionally, the Hadara (Civilisation) initiative aims to develop tourist resorts at the country’s numerous archaeological sites.

Strong pedigree a huge pull for Muslims 

Iraq holds immense significance in Islamic history, and its religious sites attract millions of pilgrims annually.

The holy city of Najaf is the final resting place of Ali ibn Abi Talib, the cousin and son-in-law of Prophet Muhammad (peace be upon him). Meanwhile, Karbala is home to the Shrine of Imam Hussein, the grandson of Prophet Muhammad (peace be upon him). The Arbaeen pilgrimage to both cities attracts millions of visitors annually. 

The city of Samarra hosts the Al-Askari Shrine, an important pilgrimage site for Shia Muslims. It also features the Malwiya Minaret, a spiralling structure from the 9th century. 

Not least, Iraq’s capital, Baghdad, is a cornerstone of the country’s tourism appeal. Once the centre of the Abbasid dynasty, Baghdad is home to significant Islamic sites, including the shrines of Mansur Al-Hallaj and Abdul Qadir Gillani, both renowned Sufi figures, as well as Musa al-Kadhim, the seventh Shia Imam.

Baghdad was recently designated as the Arab Tourism Capital for 2025 by the Arab Tourism Organization, a recognition that could enhance Iraq’s regional tourism prospects.

“Baghdad being the Arab Capital for 2025 is important because it will hopefully elevate the city’s tourism potential within the region,” says Ali Al Makhzomy, chairman at Bil Weekend, a Baghdad-based tour operator.

Beyond religious tourism
Iraq also boasts archaeological wonders such as Babylon, a UNESCO World Heritage Site, and numerous ancient settlements that extend its appeal beyond religious interests. Moreover, Iraq’s diverse landscapes, particularly in the autonomous Kurdish region, provide opportunities for ecotourism and adventure tourism.

“Iraq has breath-taking landscapes, including mountains that offer trekking and skiing opportunities,” says El Shafaki. “Developing these activities with Muslim travellers in mind could attract a new segment of visitors.”

Baghdad’s cultural scene also serves as a major attraction, with historic districts like Al-Mutanabbi Street and bustling traditional souks like the copper and leather markets.

“Baghdad has a rich music, theatre, and arts scene that could be highlighted through events, performances, and workshops centred around traditional Iraqi instruments such as the oud,” says El Shafaki.

Overcoming perception, infrastructure challenges 
Despite its progress, Iraq struggles with negative publicity, with several western nations - including the US and UK - advising against travel to the country. Stakeholders argue that these advisories are outdated and do not accurately reflect on the current security landscape.

“The security situation and political stability have improved considerably, making Iraq much safer for visitors,” says Mohammed Khudairi, managing partner at Khudairi Group and a local start-up investor. “In fact, certain areas of Iraq are now safer than some parts of major Western cities like London and Chicago.”

Aya Salih, co-founder of Enlil Travels, a Baghdad-based travel agency, believes that much of the hesitation stems from Western media bias.

“Unfortunately, Iraq continues to have a negative stereotypical image in the West. Most people still perceive Iraq as a war zone and unsafe, largely due to media portrayal,” she says.

To break the stereotype, Iraq should focus on positive storytelling. This can be done through a range of mediums including social media.

“Social media and content creators can and are playing a big role in promoting Iraq’s tourism and breaking stereotypes,” says Ali Al Makhzomy.

Secondly, Iraq’s infrastructure, particularly in areas outside of Baghdad, requires significant upgrade.

“Infrastructure development remains an area for improvement, particularly in central and southern Iraq,” says Khudairi. “Cities like Basra would greatly benefit from increased investment in hotels, roads, and transportation networks to support tourism and economic growth.” 

Accommodation is another area which needs addressing. While the number of hotels and guesthouses has increased, particularly in Najaf, Karbala, and Baghdad, more diverse accommodation options are needed.

“Iraq’s tourism sector is still developing compared to other countries. Many entities lack experience with international standards,” says Salih. “We also need more training in hotel management and hospitality.”

Public transport in major cities and towns, including Baghdad, also requires significant improvement. In addition to domestic transport, Iraq’s flight connectivity beyond major cities is another hurdle for tourists.

“Increasing the presence of international airlines flying to destinations beyond Baghdad, such as Basra and Erbil, would greatly enhance accessibility and boost tourism and business travel,” says Khudairi.

Stakeholders stress that the Iraqi government should be proactive in promoting the country’s profile at international travel forums and shows.

“[The government should] position Iraq as a destination for Islamic heritage and authentic cultural experiences, creating a compelling narrative for potential visitors,” says El Shafaki.

Updated on February 27, 2025