ERBIL, Kurdistan Region – The third edition of the Middle East Tourism Expo (METEX 2025) was held in the capital of the Kurdistan Region, Erbil, drawing around 180 companies from 18 countries and approximately 25,000 attendees. The event aims to boost development, investment, and regional cooperation in the region’s rapidly growing tourism sector, which has seen a remarkable 1,800 percent increase in tourist arrivals over the past 16 years.
The expo
Running from May 6 to May 8 at the Erbil International Fairgrounds, METEX 2025 provided a dynamic platform for networking, business development, and knowledge exchange through pre-arranged meetings, presentations, and workshops.
With nearly 120 hosted buyers and 500 scheduled Business 2 Business sessions, the exhibition is strategically designed to boost tourism-related investment and cooperation across sectors in the Kurdistan Region.
Key sectors represented include travel agencies, hotels, airlines, IT services, banks, wellness centers, and even educational institutions.
Speaking to Rudaw English, Lawand Mamondy, the CEO of Fly Erbil and key organizer of METEX2025, stated that on its opening day alone, “10,000 visitors visited the exhibition.”
He pointed out that around 180 companies have participated in this year’s edition of the exhibition, elaborating, “We are talking about many companies from 18 countries here, maybe you saw, [participants] from Gulf countries, Middle Eastern countries, Africa, Europe.”
Mamondy further anticipated that next year will see even further participation.
“My expectation for the next year is we can use the second hall [open up] as well, and I'm talking about [the participation of] 300 to 400 companies,” the CEO of Fly Erbil noted.
For his part, the Acting Indonesian Ambassador to Iraq, Abraham Lebelauw, expressed to Rudaw English his exhilaration over his country’s participation in this year’s edition of the exhibition.
He described the opportunity as “very important because we learn a lot from different sectors, companies, not only tourism but also trade, and we learn a lot about their experiences.
“With this exhibition, we got a lot of information that I am sure I can share with the people in Indonesia... very good and positive information, including culture, trade, investment, and all the sectors in Kurdistan.”
Tourism in the Kurdistan Region
Over the past decade, the tourism sector in the Kurdistan Region of Iraq has transformed into a key pillar of economic development and regional identity.
Once considered an emerging destination, the Region is now attracting millions of visitors annually, with government investment, infrastructure expansion, and natural and cultural attractions fueling its rapid growth.
In 2023 alone, the region welcomed over 7.2 million tourists - a dramatic increase from just 377,000 in 2007. The 1,810.6 percent increase in tourist arrivals reflects not only a growing domestic interest but also increased international recognition.
In this regard, the Acting Indonesian Ambassador to Iraq, Lebelauw, asserted to Rudaw English the importance of “people-to-people contact” in encouraging tourists to travel and elevating their knowledge about cultures.
Pointing to the commonalities between the Kurdish and Indonesian peoples, Lebelauw stated, “There is one similarity that Kurdistan and Indonesia have a lot of different cultural, different races that put together in one place like a melting pot. Indonesia also has a philosophical base, unity and diversity, just like Kurdistan.”
He stressed the importance of “developing a better understanding, showing the very developed history, cultural, and showcasing how the similarity can be beneficial, can be mutual, beneficial for both countries.”
Lebelauw highlighted that while Indonesians might correlate the Middle East with religious tourism, “Kurdistan can actually provide more.”
The tourism sector’s contribution to the local economy is also significant.
With each tourist spending an estimated $250 to $300, tourism generated between $1.8 billion and $2.2 billion in revenue in 2023. This boom has created opportunities across multiple industries, with tourism supporting around 23 different types of professions per visitor.
For its part, the Kurdistan Regional Government has invested more than $4.5 billion in tourism infrastructure, developing over 1,075 accommodations including hotels, motels, and tourist villages, alongside 800+ restaurants and service establishments.
Pointing to the high level of security and stability the Kurdistan Region enjoys despite the ongoing turbulent events in the region, the CEO of Fly Erbil, Mamondy, stated that holding METEX2025 at this very sensitive time was not only shocking to many, but also sent a loud and clear message to the entire world about the Region.
He further asserted however, the Kurdistan Region’s tourism potential should be represented in major exhibitions as well.
“We also need to be outside in the, for example, in Dubai, in Berlin, in London,” he noted adding, “We request [from the Kurdistan Regional Government] that every year, we participate in at least five biggest exhibition in the world, where Kurdistan should have a stand.”
Touristic prominence
Geographically, the Kurdistan Region is characterized by predominantly mountainous terrain, offering particularly striking natural landscapes in its northern and northeastern areas, especially along the borders with Turkey and Iran.
In addition to its breathtaking natural scenery, the Kurdistan Region is rich in cultural and historical heritage, positioning it as a significant part of ancient Mesopotamia.
The Region is also home to a wealth of archaeological sites, ancient cities, and religious landmarks that bear witness to thousands of years of continuous civilization. These include remnants from the Sumerian, Assyrian, and Median eras, highlighting the Region's deep historical roots.
At the heart of this archaeological landscape stands the Erbil Citadel, widely regarded as the world’s oldest continuously inhabited settlement. Dating back to 6000 BC, the Citadel serves as a symbolic and cultural centerpiece of the Kurdistan Region’s enduring legacy.
However, the Kurdistan Region’s identity has long been connected to the tragedies befallen the Kurdish people.
Speaking at the opening day of METEX2025, the Region’s Prime Minister Masrour Barzani on Tuesday called for a renewed focus on showcasing the Region’s rich cultural heritage and natural beauty.
“For years, our efforts to introduce Kurdistan to the world centered on our national identity through the lens of suffering,” said PM Barzani, adding that “Kurdistan has much more to offer… It is a place of deep history, rich culture, and peaceful coexistence among diverse religious and ethnic communities.”
“Kurdistan’s beauty lies in its diverse nature and how hospitable and friendly its people are, which is a common trait throughout Kurdistan, to make our guests feel at home.”
PM Barzani also emphasized the strategic importance of strengthening the tourism sector in the Region.
“Improving our tourism sector will help us introduce Kurdistan to the world so that more people come and visit us and get to know our people and the different parts of our Region better,” he said, adding, “We must continue to develop services so that more people, whether from Kurdistan or abroad, benefit more from this sector.”
The Kurdistan Region premier further underscored the role of events like METEX2025 in elevating the Kurdistan Region’s profile as a key tourist destination.
“One of the factors that will help us introduce Kurdistan to the world more effectively is our focus on the tourism sector,” the premier said, stressing that “by working together and with the [Kurdistan Regional] Government’s [KRG] support, such events can serve all of the Kurdistanis.”
Praising the Kurdistan Region Prime Minister’s participation the CEO of Fly Erbil, Mamondy, remarked, “The Prime Minister’s visit to this exhibition, it means a lot to us, he gave us full power and he always supports the tourism sector.”
Pointing to the impact of PM Barzani’s remarks, Mamondy noted that “all the foreign companies, they got that speech… it was [meant to show] support for them, to come to Kurdistan, to make investments in the tourism sector, and at the same time, he [PM Barzani] showed that Kurdistan is open for everyone to invest.”
Looking ahead
The KRG has outlined a bold vision for 2030, aiming to attract 20 million tourists annually. Strategic initiatives supporting this goal include the launch of an electronic visa application system, restoration and development of natural landmarks, and the promotion of festivals and cultural heritage events.
The significant surge in tourist arrivals suggests that the region is on track.
With growing infrastructure, a safe and welcoming environment, and diverse attractions ranging from mountain retreats to archaeological sites, the Kurdistan Region is carving out a distinctive and sustainable place on the global tourism map.
The growing focus on tourism also serves the Region's push to diversify its income sources, particularly in light of the economy’s heavy reliance on oil revenues.