Across the Middle East and North Africa (MENA region), the impacts of ongoing war and political uncertainty are being felt far beyond the frontlines. For the adventure travel community, which is built on connection and place-based experiences, the consequences are immediate, complex, and deeply personal. Destinations, operators, guides, and communities are navigating a reality where perception often outweighs fact, where bookings vanish overnight, and where recovery timelines stretch years into the future. At the same time, Adventure Travel Trade Association (ATTA) community voices from the region point to something else: resilience, nuance, and a continued belief in tourism as a force for good.
A Region Defined by Perception Not Just Reality
One of the most consistent themes across destinations is that the impact of war is not confined to where violence is occurring. Instead, the entire region is often viewed as a single, unstable place. “Like many tourism businesses in the region, we’ve been affected mostly by travelers’ perceptions of the wider Middle East rather than the reality on the ground in Jordan,” shared Ayman Abd-AlKareem, CEO of Experience Jordan Adventures.
Even in countries that remain stable and open for tourism, bookings slow or stop altogether. Travelers hesitate, airlines adjust routes, and uncertainty becomes the dominant narrative. This perception gap is particularly challenging for destinations that have spent decades building tourism infrastructure and global trust. “Many large tour operators are currently reluctant to promote or include our programs,” said Michel Awad of the Siraj Center in Palestine, noting that broader regional instability discourages partners from investing in or marketing the destination.
When Travel Stops the Impact Is Immediate
For many destinations, tourism is not just an economic driver, it is a lifeline for entire communities. In Lebanon, the impact has been devastating. “We lost all of our income,” said Joelle Sfeir from Tourleb. “Tourism, one of the top three economic sectors of the country, is totally down.”
In Palestine, the shutdown has been prolonged and equally severe. “Tourism has almost completely stopped,” Awad explained. “Guides, host families, guesthouses, and many local service providers have lost an important source of income.”
This loss ripples outward quickly. Community-based tourism initiatives stall. Conservation work slows. Skilled guides leave the industry altogether, sometimes permanently, causing a tragic loss of hard-earned legacy knowledge. And when tourism eventually returns, rebuilding that human infrastructure becomes one of the greatest challenges. “Some of these partners may be hesitant to return after such a long and uncertain period,” Awad added.
Safety Storytelling and the Traveler Mindset
For travelers considering the region, the primary question remains consistent: Is it safe? Operators across the Middle East report that safety concerns dominate nearly every inquiry, even in places where conditions on the ground remain stable. “The main concern travelers usually express is safety,” said Abd-AlKareem. “This often comes from the way the Middle East is portrayed in the media as if it’s one single place.”
In Lebanon, those concerns can stop travel altogether. “No one is considering coming right now,” Sfeir noted.
And yet, operators emphasize that safety is not a static concept, it is managed, monitored, and contextual. Tourleb, for example, has implemented what they call “the watch,” a real-time system of monitoring local conditions, road closures, and security updates to ensure guest safety throughout trips. Still, even the most robust systems cannot overcome global perception alone. “This thing about safety is first and foremost a constructed and perceived notion,” Sfeir said, pointing to how narratives shape traveler decisions as much as reality.
Shifting Traveler Profiles and Opportunities Ahead
While overall travel demand has dropped, some patterns are emerging among those who continue to visit or plan future trips. More experienced travelers, particularly those interested in adventure, culture, and deeper understanding, are more likely to proceed. “These travelers usually do more research and understand the difference between perception and reality,” said Abd-AlKareem.
Similarly, Awad noted a growing curiosity among global travelers who want to better understand Palestine beyond headlines. “Many people feel a stronger desire to visit and see the reality on the ground for themselves,” he said.
This shift could signal a longer-term opportunity for the region: a move toward more intentional, experience-driven travel once the war has stopped and stability returns.
Environmental and Cultural Impacts
Beyond economics, the impacts of conflict extend into environmental degradation and cultural loss, both of which directly affect the foundations of adventure travel. In Lebanon, Sfeir described the environmental toll in stark terms, citing bombing, agricultural destruction, and worsening climate pressures. “I don’t even know where to start,” she said, pointing to burned lands, uprooted olive trees, and strained ecosystems.
At the same time, community-based tourism projects, which are often tied to conservation and cultural preservation, are among the most vulnerable. These initiatives depend on visitation to sustain livelihoods, empower local communities, and protect heritage. When tourism stops, those benefits disappear almost immediately.
A Familiar Crisis With Deeper Consequences
For many in the tourism sector, the current moment echoes the COVID-19 pandemic, but with far more severe human and geopolitical dimensions. As Adventure Travel Trade Association (ATTA) Board Member Malia Asfour shared, “For those of us who have spent decades building tourism as a pillar of economic growth, cultural exchange, and stability, this feels painfully familiar — like COVID all over again — but layered with far deeper destruction and human loss.”
She points to the fragility of tourism confidence and the long road required to rebuild it. “Tourism confidence is delicate. Rebuilding it takes years. Rebuilding businesses takes longer. Retaining trained, passionate staff during prolonged uncertainty is one of the greatest challenges of all.”
The consequences, she emphasizes, extend beyond business. “War does not only destroy infrastructure, it disrupts climate stability, social cohesion, and the very ecosystems that sustainable tourism depends on.”
The Role of the Global Adventure Travel Community
A recurring concern among regional operators is the perceived lack of strong, sustained support from the global travel industry. “There is no one other than us rooting for our destinations once conflicts end,” Sfeir said, noting that recovery timelines often stretch from one year to as many as four due to limited external engagement.
This raises important questions for the global adventure travel community. How can destinations be supported during periods of crisis, not just after? What role should storytelling play in countering misperceptions? And how can partnerships be maintained even when travel slows or stops?
What the World Still Gets Wrong About the Region
Beyond the immediate impacts of conflicts and war, interviewees pointed to a deeper challenge: misunderstanding. Many emphasized that the Middle East is too often viewed as a single, unstable destination rather than a diverse region with very different realities.
“One of the biggest misunderstandings is the tendency to see the Middle East as a single destination,” said Abd-AlKareem.
In Palestine, Awad added that many people overlook local communities and the richness of everyday life, which often surprises visitors. In Lebanon, Sfeir highlighted how global narratives and limited coverage shape perception in ways that don’t reflect lived reality.
Across the board, operators called for more nuanced storytelling, one that reflects complexity, context, and the diversity of experiences across the region.
Hope, Resilience and the Road Ahead
Despite the challenges, every voice from the region expressed a belief in recovery and in the long-term power of tourism. Awad spoke of rebuilding trust, expanding adventure offerings, and welcoming travelers back to experience Palestine’s landscapes and communities. Abd-AlKareem highlighted innovation and new opportunities, including the growth of e-biking and expanded access to Jordan’s trails.
And Asfour, reflecting on the broader region, offered a message grounded in resilience. “I believe in the resilience of our region. I believe in the power of tourism as a force for good when guided by intention and responsibility.” If countries affected by this war can work together to help alleviate misperception and help build back tourism to the region, it could make for sustainable growth and a stronger tourism economy.
She continued, “Tourism has always been about bridges — between cultures, economies, and people. When peace returns, those bridges will matter more than ever.”
To join the conversation about what is happening in the Middle East and North Africa, ATTA members can visit the MENA space in the HUB. To share updates and information with ATTA, please email [email protected].