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© 2025 by the authors; licensee Asian Online Journal Publishing Group 
 

Economy 
Vol. 12, No. 2, 1-11, 2025 

ISSN(E) 2313-8181: / ISSN(P) 2518-0118: 
DOI: 10.20448/economy.v12i2.6775 

© 2025 by the authors; licensee Asian Online Journal Publishing Group 

 
 

 
 
 
Towards the development of the tourism sector in Palestine: Challenges and 
recommendations 

 
Ahd Hinnawi1  

Nurul Zarirah2  

 

 

 
( Corresponding Author) 

 
1,2Faculty of Technology Management and Technopreneurship, Technical University, Malaysia Melaka (UTeM), 
Malaysia. 
Email: Ahdhinawi96@gmail.com  
Email: zarirah@utem.edu.my 

 
Abstract 

This study explores the challenges facing the Palestinian tourism sector and provides 
recommendations for its development. A systematic review methodology was used to analyze 
relevant studies, categorizing challenges into three areas: (1) occupation-related barriers, (2) 
internal structural obstacles, and (3) marketing and technological limitations. Key 
recommendations were extracted and synthesized. Findings indicate that the Israeli occupation 
imposes severe movement restrictions, site destruction, and misinformation campaigns. Internal 
obstacles include weak infrastructure, economic constraints, and inadequate professional capacity. 
Marketing and technological limitations hinder global visibility. Addressing these challenges 
requires political advocacy, infrastructure development, economic investment, and digital 
marketing strategies. Palestinian tourism has strong potential but is hindered by political, 
economic, and marketing barriers. A comprehensive strategy integrating political resolutions, 
economic development, and modern marketing approaches is essential for sustainable growth. 
The study provides actionable insights for policymakers and tourism stakeholders, emphasizing 
infrastructure improvement, digital marketing, and global advocacy to enhance the sector’s 
sustainability. 

 
Keywords: Challenges, Digital marketing, Economic development, Obstacle, Palestine, Tourism sector. 

 
Citation | Hinnawi, A., & Zarirah, N. (2025). Towards the 
development of the tourism sector in Palestine: Challenges and 
recommendations. Economy, 12(2), 1-11. 
10.20448/economy.v12i2.6775 
History:  
Received: 1 March 2025 
Revised: 26 March 2025 
Accepted: 6 June 2025 
Published: 16 June 2025 
Licensed: This work is licensed under a Creative Commons 

Attribution 4.0 License  
Publisher:  Asian Online Journal Publishing Group 
 

Funding:   This study received no specific financial support. 
Institutional Review Board Statement: Not applicable. 
Transparency: The   authors   confirm   that   the   manuscript   is   an   
honest, accurate, and transparent account of the study; that no vital features of 
the study have been omitted; and that any discrepancies from the study as 
planned have been explained. This study followed all ethical practices during 
writing. 
Data Availability Statement: The  corresponding  author  may  provide  
study data upon reasonable request 
Competing Interests: The authors declare no conflict of interest. 
Authors’ Contributions: Both authors contributed equally to the conception 
and design of the study. Both authors have read and agreed to the published 
version of the manuscript. 

  
 

 

Contents 
1. Introduction ......................................................................................................................................................................................... 2 
2. Problem statement ............................................................................................................................................................................. 3 
3. Methodology ........................................................................................................................................................................................ 3 
4. Review of Literature and Previous Studies ................................................................................................................................... 4 
5. Extracting Results .............................................................................................................................................................................. 8 
6. Extracting Recommendations .......................................................................................................................................................... 8 
7. Conclusion and Suggestion ............................................................................................................................................................... 9 
References .............................................................................................................................................................................................. 10 
 

 
 

 

 

https://creativecommons.org/licenses/by/4.0/
https://creativecommons.org/licenses/by/4.0/
https://www.doi.org/10.20448/economy.v12i2.6775
https://orcid.org/0009-0009-1613-527X
https://orcid.org/0000-0002-6559-2962


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Contribution of this paper to the literature 
This study examines key challenges hindering the development of Palestine’s tourism sector and 
proposes practical solutions. Its novelty lies in employing a systematic review methodology to synthesize 
challenges and recommendations from previous studies, offering an analytical framework for 
policymakers and stakeholders to develop effective strategies that enhance the sector’s growth and 
impact.  

 
1. Introduction 

The importance of the tourism industry is increasing, and its developmental and strategic role is growing in 
countries distinguished by their civilization, religious and cultural heritage, historical sites, and attractive nature, 
as is the case in Palestine. Palestine is a region steeped in history, with human habitation dating back over half a 
million years. Its rich archaeological landscape has been shaped by numerous civilizations, including the 
Canaanites, Pharaonic Egyptians, Assyrians, Hebrews, Babylonians, Phoenicians, Greeks, Romans, Byzantines, and 
Islamic cultures, each contributing to its unique cultural heritage. So, Palestine is rich in religious and 
archaeological tourism, it is pivotal to the development of monotheistic religions, housing vital sites, and numerous 
historical antiquities. Moreover, Palestine serves as a crossroads connecting Asia, Africa, and Europe, which has 
historically facilitated cultural exchange. The region also offers medical tourism opportunities, particularly due to 
the Dead Sea's therapeutic properties, in addition to the geographical and climatic diversity in Palestine that 
attracts visitors throughout the year. All of these characteristics make Palestine a unique tourist destination. 

The tourism industry currently plays an important role in the global economy, sometimes surpassing other 
economic sectors. Many countries have realized that the tourism industry is the largest and most important 
industry in the world, due to the various benefits it generates (Belhadef & Qaytoun, 2022). Tourism sector is 
emerging as one of the largest and fastest-growing segments of the economy, often regarded as a powerful tool for 
regional development. The economic activity generated by tourism contributes to regional development, 
highlighting its pivotal role in fostering social, cultural, and economic interactions on a broader scale (Ha, 2025). 

Tourism is a multifaceted phenomenon encompassing religious, social, cultural, and economic dimensions, 
involving individuals traveling to countries or destinations beyond their habitual environment for various reasons, 
including personal, business, or professional purposes (Mkwizu, 2020). 

Tourism types are classified according to geographical areas into three categories: domestic tourism, which 
means the movement of individuals within the same country, and this type of tourism requires encouraging prices 
for the country's citizens in addition to a variety of services. Regional tourism, which refers to travel and 
movement between neighboring countries and is characterized by lower overall costs. International tourism, which 
means receiving foreign tourists in a country, is sought after by all countries in the world, and they are keen to 
develop and encourage it to obtain foreign currency. This type of tourism requires the provision of diverse services 
and high-quality infrastructure, in addition to ensuring security, stability, and respect for tourists (Kafi, 2015). 

Tourism is also classified according to its purpose into: Medical tourism, which is motivated by the need to 
treat diseases and recover or alleviate the symptoms and pains associated with them. Recreational tourism, which 
involves the need to rest and restore the individual's psychological and physical strength by escaping the routine of 
daily work and changing the place of residence for a specific period during which the individual enjoys and spends 
his time entertaining himself. Sports tourism: which may be for the purpose of actually participating in sports 
matches and competitions, or for watching sports matches and celebrations. Cultural tourism, which aims to 
familiarize the individual and increase his culture about regions and countries, and is linked to learning about the 
history of regions and countries, their archaeological sites, the heritage of their peoples, their customs and 
traditions. Official tourism, which is when members of delegations or specific individuals travel to participate in 
specific activities and various purposes such as business meetings or official talks or participating in conferences or 
international celebrations or watching trade and industrial exhibitions. Religious tourism, which is one of the 
oldest types of tourism, and is represented in visiting religious sites, performing religious rituals and worship, and 
visiting sites and landmarks of a religious or religious-historical nature (Assaf, 2016). 

Countries around the world place great importance on activating and developing tourism due to the unique 
benefits and gains that this sector provides, which are difficult to achieve through other sectors in the country. 
These benefits and gains vary in economic, social, cultural heritage, historical identity, and political fields. In the 
economic field, the tourism sector is one of the largest industries in the world that contributes to supporting the 
economies of countries and achieving comprehensive development through increasing national output, providing 
job opportunities, helping to solve the unemployment problem, and impacting the balance of payments through the 
influx of foreign currencies, attracting capital, and drawing in foreign investments (Bin Ghadban, 2020). In the 
social field, tourism allows for cultural interaction between the communities of different countries, the exchange of 
ideas, social integration, interaction, and closeness among them. In the political field, tourism contributes to 
improving relations between countries and creating positive impressions and strong ties among their peoples. As 
for cultural heritage and historical identity, tourism helps affirm the historical identity of the state, cling to its 
cultural heritage, take pride in it, and care for archaeological sites to protect them from decay, theft, or obliteration. 
Therefore, tourism significantly contributes to preserving the cultural heritage of the state and the historical 
identity of its peoples (Al-Qurna, 2019). 

Palestine is considered one of the most important tourist areas in the world, despite its small size, due to its 
many unique features. It is distinguished by its numerous and diverse tourist attractions, as well as its ancient 
monuments and sites. Palestine has distinguished itself as a cradle for many ancient civilizations that have 
inhabited, colonized, or conquered it throughout history, such as the Canaanites, Egyptians, Babylonians, 
Assyrians, Greeks, Phoenicians, Romans, Christians, Hebrews, and Muslims,  which has left priceless traces 
(Palestinian News and Information Agency, 2024a). 

Palestine constitutes a focal point for the three heavenly religions, embracing many of the sacred religious 
sites, making it a temple that the hearts of believers yearn for. It is a center that houses the holiest of churches for 
followers of Christianity and the second greatest mosque for Muslims (Suliman & Al-Qadi, 2022). 



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The tourism sector has become more linked to the climate, as the climate characterizes the tourist destination, 
and it is indeed a strong driver of tourist satisfaction. The climate also determines the length and quality of the 
tourism season and plays an important role in choosing tourist destinations. Palestine has natural and climatic 
components that qualify it to be one of the prominent regions as a tourist destination. It is characterized by the 
diversity of its topography and climatic environments in terms of elevation and depression from sea level, 
temperature, and rainfall amounts, as well as climatic variation from one area to another during a single season. All 
these factors are confined to a small geographical area, giving the region a unique characteristic that contributes to 
tourism development. Thus, Palestine becomes a tourist attraction throughout the year, where tourists can resort 
to recreational and entertainment sites in the mountainous areas during the summer, where the climate is mild. In 
winter, recreational and entertainment areas are concentrated along the shores of the Dead Sea and the city of 
Jericho, located in the Jordan Valley, the lowest point on earth, which is characterized by its warm winter climate 
(Al-Daajna & Alqam, 2018). The moderate summer and warm winter climate in Palestine has made it a destination 
for various interests and tastes from different regions and backgrounds. It is worth mentioning that Palestine 
includes moderate hot areas in the valleys, and moderate cold areas in the highlands that extend from north to 
south. Palestine also contains several contradictions, as it includes the lowest region on earth, high mountains, vast 
plains, valleys, deserts, and some rivers. It also includes the Dead Sea, known for its extreme salinity unmatched 
anywhere else in the world. The geographical contradictions in this small area have resulted in a remarkable 
diversity of natural resorts that invite visitors to enjoy its magnificent landscapes (Palestinian News and 
Information Agency, 2024a).  

 

2. Problem statement 
Tourism sector in Palestine is considered to be in a phase of growth, despite having significant resources that 

enable it to contribute to the Palestinian economy with factors of success, prosperity, and attracting foreign and 
local investments. However, the tourism sector in Palestine has suffered and continues to suffer from challenges 
and obstacles that hinder its development. By comparing the main indicators of hotel activity in the West Bank 
between the years (2014-2020) showed in the Table 1 and Figure 1. 

 
Table 1. Comparison of the main indicators of hotel activity in the West Bank between the years (2014 - 2020). 

Years No. of hotels 
Average no. of 
available rooms 

Average no. of 
available beds 

No. of guests 
No. of overnight 

stays 

2014 109 6,666 14,769 610,347 1,537,311 
2015 112 6,791 15,059 484,394 1,420,264 
2016 125 6,878 15,145 448,247 1,310,824 
2017 130 7,343 16,117 545,814 1,579,143 
2018 130 7,404 16,252 653,744 1,833,687 
2019 125 7,245 15,770 746,911 2,009,934 
2020 89 3,927 8,328 180,632 338,596 

Source: Palestinian Central Bureau of Statistics (2021). 

 

 
Figure 1. Comparison of the main indicators of hotel activity in the West Bank between the years (2014 - 2020). 

Source: Palestinian Central Bureau of Statistics (2021). 

 

It is noticeable from the statistical data in Table 1 and Figure 1 that there was a relative stability in hotel 
activity and a lack of significant development and prosperity during the period 2014-2019, and there was a 

significant decline in 2020 due to the circumstances of the coronavirus pandemic. 
As the years that followed the stage of the Corona pandemic faced obstacles and challenges leading to 

instability in tourist activities and fluctuations between increase and decrease. The Palestinian Central Bureau of 
Statistics (2023) indicated a decrease in the number of workers in the tourism sector during the second quarter of 
2023, with a decrease of 8% compared to the same period in 2022. The number of workers in the tourism sector 
reached 50.3 thousand workers during the second quarter of 2023, accounting for 4.3% of the total workers in 
Palestine. 

Despite the challenges and obstacles, there are many hopes and aspirations for this sector in the future, as it is 
expected that the tourism sector in Palestine will account for a significant share of the Palestinian national income 
if good planning and proper development are followed, along with addressing the obstacles and challenges it faces. 
Therefore, the study problem is represented in answering the main question: What are the challenges and obstacles 
facing the tourism sector in Palestine, and what are the recommendations for addressing them? 
 

3. Methodology 
In order to achieve the objectives of the study, the systematic reviews methodology was adopted. Systematic 

reviews are powerful tools in scientific research, providing a comprehensive overview of a specific topic and helping 



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to understand the existing evidence. They are used across various fields, for development and evidence-based 
decision-making. It is a research methodology aimed at systematically collecting and evaluating all available 
evidence related to a specific topic in a transparent and structured manner. A comprehensive search for relevant 
literature is conducted, with every step documented to ensure transparency. Descriptive or statistical analyses may 
be performed on the extracted data. Results are interpreted in the context of the research question, considering the 
reliability of the evidence. Findings should be presented clearly, to enhance transparency and accuracy in reporting 
(Higgins et al., 2024). This was done in accordance with the PRISMA framework. The PRISMA statement 
(Preferred Reporting Items for Systematic Reviews and Meta-Analyses) is a set of guidelines designed to improve 
the quality of reporting in systematic reviews and meta-analyses. The PRISMA statement aims to enhance 
transparency and reliability by providing a checklist for researchers to ensure that essential items are included in 
their reports, facilitating peer review and increasing the credibility of research findings (Page et al., 2021). 

Therefore, the researcher used systematic reviews methodology to gather, review and summarize the results 
and recommendations of a set of literature and previous studies related to the challenges and obstacles facing 
tourism in Palestine, relying on the most recent and available evidence references (2018-2024) collected using the 
Google Scholar academic database. The researcher then extracted from those previous studies the challenges and 
obstacles and classified them into three axes, as well as extracted recommendations that could address or mitigate 
those challenges and obstacles and classified them into its three axes as well. In the end, the researcher reached 
conclusions.  

 

4. Review of Literature and Previous Studies 
Tourism in its contemporary concept is an integrated industry that significantly contributes to achieving 

economic and social development for many countries around the world that have focused on their development. In 
contrast, Palestine, despite having the components for successful tourism that make it an effective tourist 
destination, has not received the same level of attention compared to other sectors. This is due to a number of 
obstacles and challenges, including internal obstacles and challenges on one hand, and obstacles imposed by the 
occupation on the other hand (Abbadi, 2018). 

Tourism in any country is exposed to external hindering factors; these factors can disrupt the tourism industry, 
lead to a decrease in the number of tourists, and affect their choice of destination. In Palestine, the Israeli 
occupation of the Palestinian territories is the main factor that negatively affects the Palestinian tourism sector. 
Therefore, it is necessary for the Palestinian government, represented by the Ministry of Tourism and Antiquities, 
to increase its interest in tourist areas and Palestinian heritage sites. Likewise, the local community and its 
institutions must be aware of the necessary means to protect Palestinian archaeological and cultural heritage sites. 
Undoubtedly, it will be very difficult for the tourism industry in Palestine to grow and develop without ending the 
occupation (Abahre & Raddad, 2016). 

The reality of the occupation that has existed for decades prevents the Palestinian tourism sector from 
benefiting from many available tourism opportunities, depriving this sector of achieving sustainable tourism 
development, achieving the desired market share, and attaining market growth rates that align with the capabilities 
of this sector. It is not an exaggeration to say that Palestine, once it achieves complete independence and full 
sovereignty over its lands, will be one of the most attractive countries for tourists globally due to its vast tourism 
wealth (Suleibi & Abu Fara, 2018). 

The tourism sector in Palestine has suffered numerous setbacks due to the conflict imposed by the occupation 
and its practices at various stages, which have made tourism a fluctuating activity and limited its development and 
benefits (Palestinian News and Information Agency, 2024b). 

The Oslo Accords, particularly Oslo II of 1995, divided the West Bank into separate “areas,” subject to varying 
Israeli and Palestinian administrative and security control, though each area was subject to Israeli raids, Israeli 
control, and Israeli violence. These classifications, and the subsequent confiscation of land by the Israeli state, 
introduced and established a system of curfews, closures, roadblocks, and checkpoints that further suffocated 
Palestinians in the occupied territories. With the proliferation of Israeli settlements—whose populations doubled 
during the Oslo years—came bypass roads connecting the settlements, turning the West Bank into an archipelago 
of expanding Israeli settlements connected only by Israeli roads and islands of Palestinian towns and villages 
separated from each other or connected by roads that could be completely closed off by a single soldier (Lynn 
Kelly, 2023). 

The availability of security, political stability, and economic prosperity are among the most important 
considerations and essential requirements for the development of tourism in any country. If these considerations 
deteriorate, the tourism sector becomes paralyzed and unable to develop or sustain itself. This is clearly seen in 
Palestine, where, in addition to the poor and unstable economic conditions, which are primarily attributed to the 
occupation, the absence of security and political instability, along with the measures taken by the occupation such 
as the construction of the separation wall, settlements, and the establishment of military checkpoints between 
cities, further limits the flexibility of movement between Palestinian cities and the tourist sites within them, In 
addition to the misleading narratives promoted by the occupation regarding Palestinian cultural and historical 
heritage, which serve its colonial project and represent one of the greatest challenges that must be faced to 
preserve Palestinian historical identity and its cultural heritage, all of this is likely to limit the development of the 
tourism sector in Palestine and its flourishing (Kalab, 2022). 

Yang (2020) mentioned that tourism is often viewed as separate from political violence, but it reflects and 
reinforces the geopolitical dynamics in Israel/Palestine, where tourism in Israel/Palestine serves to reinforce the 
narrative of the Israeli state while obscuring the realities of political violence and military occupation. Yang (2020) 
study explores the relationship between tourism and political violence in the context of Israel/Palestine, 
highlighting how the occupation constructs narratives of tourism to align with the Israeli state project. In Tel 
Aviv-Jaffa, the occupation works through tourism to reinforce the image of Israel as a Western entity, erasing the 
history of Palestinian displacement and the Palestinian history of Jaffa and promoting an exceptional narrative. In 
contrast, the occupation presents the tourism landscape in the West Bank with a fragmented vision of its history 



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and culture, obscuring the realities of Israeli control and military occupation. Narratives of occupation constructed 
through tourism obscure the settler colonial nature of the Israeli state and its implications for the Palestinian 
population. 

Ghodieh, Abahre, Abahre, and Huang (2019) mentioned that Palestine is a region with prodigious historical 
and culture heritage that makes it one of the most remarkable destinations for tourism. However, due to the 
extremely complex political situation, tourism in Palestine had been negatively affected and cannot grow as well as 
it should be. According to their study which analyzed the challenges that Palestinian tourism face in consideration 
of Chinese market, results found out that, visitors from China may have a much less impression of Palestine than 
Israel. Result found out both objective and subjective reasons for this reality. For objective reasons such as entry 
limitations and restrictions imposed by Israeli occupation authorities, such as Israeli military checkpoints spread 
along main roads in the West Bank. These issues are very difficult to be solved by Palestine only, but for some 
subjective part, there are several possible methods for improvement. Since tourists are usually more interested in 
visiting Israel than Palestine, it must be some specific reasons, it could be the better service of travel agency, or the 
travel-related arrangement from Israeli or Jordanian side is better than Palestine. This is due to the fact that the 
Palestinians do not have any control on more than 60% of the West Bank area (C areas according to Oslo Accord). 
In other words, the Palestinians do not yet have an independent state like Israel. Also, Israeli tourism agencies play 
negative role by warning tourists not to visit the Palestinian territories. It is clear also that the Palestinian tourism 
agencies do not do their job well in encouraging tourists to visit Palestine. Therefore, on the long run, the strategic 
solution is political, which is ending Israeli occupation of the West Bank and Gaza Strip according to the UN 
resolutions, and building peace in the whole region between Israel and Palestine. The study recommended the need 
to increase interest and activation of media promotion for Palestinian history and culture as one of the most 
important strategies to improve the tourism sector in Palestine, raise global awareness about it, and confront 
rumors and misleading narratives of the occupation regarding the Palestinian historical and cultural heritage. The 
study emphasized the necessity of employing modern technology in the media promotion of Palestinian history and 
culture in its recommendations. 

The study by Abu Rahma and Jafar (2018) aimed to identify the Israeli arbitrary policies that restrict tourism 
development in Palestine. It indicated that the Paris Protocol regarding tourism is an obstacle to activating 
Palestinian tourism due to the Israeli occupation's procrastination in handing over archaeological and natural sites 
to the Palestinian National Authority. The occupation authorities have also conducted an intensive hostile 
campaign against the Palestinian people by generating a perception among tourists that Palestinian territories are 
unsafe and unstable, exploiting the weak role of Palestinian tourism media in promoting the potential and 
resources of Palestine's tourism. The study recommended the necessity of reviewing the Oslo agreements related 
to the Palestinian tourism sector and forming international pressures on the occupation to implement what has 
been agreed upon, as well as handing over the Palestinian tourist areas to the Palestinian National Authority. 
Additionally, it emphasized the need for cooperation between the Palestinian public and private sectors to provide 
effective Palestinian tourism media that possesses professionalism and specialization in order to develop media and 
marketing strategies that raise global awareness of Palestinian tourism and provide accurate and correct guidance 
and information about the Palestinian tourism sector, aiming to activate it on one hand and preserve the 
Palestinian historical heritage and identity on the other hand. 

A study by Faris, Al-Tohamy, and Sheikh Al-Arab (2019) indicated that Palestinian tourist guides face many 
difficulties and obstacles while practicing their profession. The most prominent of these difficulties and obstacles 
are a direct result of the policies of the occupation and its measures against the Palestinian tourist guide, which 
limit their authority and professional activity. In addition to internal difficulties and obstacles, their causes are an 
indirect result of the practices and policies of the occupation, which have resulted in a form of unequal competition 
in favor of the Israeli tourist guide. 

Shaheen (2019) stated that although Palestine has a set of components that qualify it to be a first-class tourist 
destination, there are a number of obstacles that hinder attracting tourists to it, the most prominent of which are: 
the occupation and the political and security situation, as the occupation imposes control measures, restrictions, 
obstacles and closures that limit access to visited tourist sites and make the visit unsafe, in addition to neglecting 
and demolishing many Palestinian historical areas and landmarks. The lack of tourism services and the lack of 
many infrastructures that would enhance the level of tourism (roads, hotels, restaurants, rest houses, information, 
etc.). The lack of local expertise in dealing with tourists and tour guides. The lack of attractive packages that 
explain tourist attractions. The lack of qualified cadres to manage tourism in terms of media, planning, etc. The 
absence of organization, systems and laws to protect historical and archaeological areas and buildings in Palestine, 
as well as the lack of an accurate legislative system to control and oblige individuals and owners to implement 
restoration work and preserve urban heritage. 

The results of the study by Abahra (2020) revealed that there are several obstacles limiting the development of 
heritage tourism in Palestine. In the field of social awareness, the results indicated that there is a lack of awareness 
among the local community regarding the importance of heritage sites. In the area of occupation policies, the 
findings showed that the occupation alters the history of Palestinian heritage sites by disseminating misleading 
information to tourists about these heritage areas, in addition to the restrictions imposed by the occupation on the 
heritage sites located within Area C and the expansion of settlement at the expense of these heritage sites. In the 
field of the Ministry of Tourism and Antiquities and related institutions, the results indicated the absence of a 
strategy for cooperation between them and a weakness in funding projects for the protection, restoration, and 
rehabilitation of the infrastructure of these heritage sites, as well as a deficiency in the efficiency of skilled human 
resources and experts, and a significant weakness in the promotion and marketing processes for them. The study 
concluded with a number of recommendations, the most important of which is to work on revising the laws and 
regulations related to the protection of heritage sites. The Ministry of Tourism and Antiquities should collaborate 
with local community institutions to raise the level of funding for the tourism sector related to heritage, in order to 
restore, protect, develop, and improve the infrastructure that serves it. Additionally, specialized human resources 



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should be provided in the field of Palestinian heritage and tourism guidance, along with the establishment of 
marketing plans to promote Palestinian heritage areas and activate tourism for them. 

The results of Hammad (2023) indicated that: The degree of obstacles to tourism in Palestine related to 
marketing the tourism product was at a percentage of (67.97%). The degree of obstacles caused by the occupation 
was at a percentage of (89.0%), with the statement "The Israeli occupation is considered a major obstacle to the 
tourism industry in Palestine" receiving the highest percentage of (96.5%), the reason for this is attributed to the 
practices of the occupation that hinder the activation of tourism in the Palestinian governorates in the West Bank 
and Gaza Strip, additionally, the control of the occupation authorities over the crossings is considered a major 
obstacle to incoming tourism. The degree of social obstacles was at a percentage of (69.7%), with the statement 
"The low awareness of the importance of tourism in Palestine is one of the obstacles facing tourism" receiving the 
highest percentage of (79.0%). The degree of economic obstacles was at a percentage of (75.3%) and the paragraph 
stated, "The phenomenon of economic weakness in the Palestinian society is one of the main challenges facing 
tourism" at the highest degree with a percentage of (86.5%). The degree of organizational obstacles was at a 
percentage of (75.25%) and the paragraph stated, "The lack of attention to tourism development within 
government development plans is among the obstacles to tourism in Palestine" at the highest degree with a 
percentage of (94.0%). The degree of obstacles related to the Ministry of Tourism and Antiquities and relevant 
institutions was at a percentage of (74.5%) and the paragraph stated, "The tourism sector lacks maps and special 
tourism brochures about tourist facilities" at the highest degree with a percentage of (83.0%). 

The results of the Shaqour (2023)  indicated that the role of Palestinian local authorities in the development 
and protection of archaeological sites is weak and ineffective as required, due to a lack of allocations, financial 
budgets, and external support. Furthermore, the development plans of local authorities do not include a clear and 
specific mechanism for the development and protection of archaeological and historical sites, in addition to the 
practices of occupation. The study results showed indicators of weakness in the level of plans and activities used by 
local authorities in the development and protection of archaeological sites, with the reason being the lack of 
cooperation, integration of roles, and coordination between official government bodies and local institutions for the 
development and protection of Palestinian archaeological sites, especially in Area (C). Thus, the results confirmed 
that the main challenges and obstacles facing local authorities in the development and protection of archaeological 
sites are financial challenges and the practices of occupation and its control over most archaeological sites, in 
addition to the lack of awareness regarding the importance of preserving and protecting Palestinian archaeological 
sites among citizens and some local authorities in Area (C) in Palestine. The study recommended the necessity of 
providing financial budgets and external financial support for local authorities to support investment in 
archaeological sites, working on community awareness about the importance of preserving them, and including the 
development of archaeological and historical sites in the developmental plans of local authorities. It also 
emphasized the need to develop the infrastructure of archaeological and historical sites and the necessary services 
for them, to activate the role of the Ministry of Tourism and Antiquities in supporting and developing local 
authorities and archaeological and historical areas, and to provide government budgets that support projects for 
the protection and restoration of archaeological sites and their preservation. Additionally, it highlighted the need 
to enhance media engagement regarding archaeological and historical areas in Palestine. 

Suliman and Al-Qadi (2022) pointed to the weaknesses that represent the obstacles and challenges limiting the 
development of the tourism sector in Palestine: the poor economic conditions and the lack of financial resources, 
the weakness of the infrastructure for the tourism services sector, the absence of sufficient programs and activities 
that contribute to the development of tourism, the low investment in the tourism sector, in addition to the 
weakness of external marketing for Palestinian tourism. The results of the study also indicated that the level of the 
quality standard of Palestinian tourism marketing and the level of the standard of technology use in the Palestinian 
tourism sector were not sufficient or satisfactory, this weakness negatively affects and largely limits the growth 
and activation of the tourism sector, and gives the impression to the world of the weakness of tourism in this 
geographical area due to the lack of information and awareness about the importance of Palestine as a tourist 
destination and its uniqueness due to the lack of effective promotion and marketing for it. The study's 
recommendations emphasized the need to develop an effective integrated marketing strategy aimed at revitalizing 
and developing Palestinian tourism through the optimal investment in digital technology and employing digital 
marketing in promoting outbound tourism to Palestine, highlighting the unique features of tourism in Palestine to 
attract tourists. 

Arkawy, Abd al-Louh, and Al-Haila (2019) pointed out that the tourism sector in Palestine suffers from 
obstacles and challenges represented by inadequate infrastructure, a lack of public spending and investment in the 
tourism sector and its services, which negatively affects the quality of the tourism product, weak promotion and 
marketing of tourism in Palestine, and the lack of awareness and cultural knowledge about tourism among 
Palestinian citizens, which has led to the neglect of tourist and archaeological areas, as well as a shortage of 
qualified tourism capacities and expertise among the workforce in the tourism sector. The study recommended the 
need to increase attention to creative ideas that contribute to leveraging information technology and technological 
advancements in promoting tourism products through the internet, smartphones, and interactive devices. 

Al-Jaradeen (2018) pointed to the importance of the role of tourism marketing for religious and historical sites 
in empowering Palestinian identity and facing the challenges imposed by the occupation through its practices and 
its efforts to erase the Palestinian national, historical, and cultural identity, alongside the role of tourism marketing 
in revitalizing the Palestinian tourism sector and the benefits it can bring to the Palestinian economy. The study 
results showed the scarcity of tourism promotion methods and the need to activate effective strategies for 
Palestinian tourism marketing in order to place Palestinian religious and historical sites on the global tourism map. 

In a study by Badawi and Rabaiya (2018) aimed at identifying the reality of internet use in promoting tourism 
services among hotels operating in Palestine from the perspective of their employees, the study recommended the 
need to enhance the current electronic services and applications offered by hotels online, to keep up with new 
services emerging in the global tourism sector, and the necessity for hotels to commit to providing distinguished 



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and advanced tourism services through the internet and their own websites, as well as to adopt and implement 
some services that are currently not applied on the hotel's website. 

The study by Damairah and Ghanem (2018) aimed to reveal the role of social media in marketing Palestinian 
tourism activities. The results showed that employees in tourism companies in Palestine believe that social media 
plays a significant role in marketing tourism activities. The study recommended the need to encourage and raise 
awareness about the importance of using social media to enhance Palestinian tourism marketing in light of the 
challenges faced by the Palestinian tourism sector. It emphasized the necessity of using all types of social media for 
Palestinian tourism marketing concerning tourist sites, products, hotels, and other data and information that 
benefit tourists, in addition to the need to institutionalize marketing processes for the Palestinian tourism sector 
through social media. 

Thabet (2018) focused her study on highlighting the role of tourism marketing in supporting the Palestinian 
cause and protecting Palestinian identity, heritage, and history from erasure and theft resulting from occupation 
practices. Additionally, she emphasized the importance of the Palestinian tourism sector as a significant resource if 
developed and activated, as it can increase national income, improve the balance of payments, create new job 
opportunities, and serve as a primary source of foreign currency. The study's results revealed that the contribution 
of tourism to the Palestinian national income is still below the desired level despite the availability of distinctive 
tourism components in Palestine. The study also indicated a lack of a clear marketing strategy in the Palestinian 
tourism industry, especially in the Gaza Strip. It recommended the necessity of establishing a genuine partnership 
between the Palestinian Ministry of Tourism and Antiquities and the relevant parties in the tourism sector, 
whether governmental institutions, the private sector, or the local community, to raise tourism awareness among 
citizens, protect the Palestinian cultural and heritage legacy from destruction or theft, encourage investment in the 
components of the Palestinian tourism sector, and develop effective strategies for marketing and promoting 
tourism in Palestine. 

The study by Abu Fara and Al-Darawish (2018) aimed to explore the current reality and the hoped-for reality 
of the internal environment characteristics of Palestinian tourism sector institutions and the challenges they face, 
as well as to evaluate the nature of the marketing strategies adopted in these institutions to achieve marketing 
performance rates and overall performance. The results of the study indicated that the quality of services in the 
Palestinian tourism sector needs improvement to meet the needs of tourists and enhance effective tourist attraction 
elements. The findings revealed the need to improve the capabilities of restaurants in the Palestinian tourism 
sector, develop the current situation of Palestinian exhibitions and museums, diversify tourism programs, increase 
attention and care for archaeological sites, improve the quality of infrastructure and tourist transportation systems 
serving tourism in Palestine, and achieve further professional training for the workforce in the Palestinian tourism 
sector. The study's results also confirmed that marketing activities aimed at attracting tourists are insufficient and 
need improvement, requiring more attention and support to keep pace with technological advancements in 
developing effective marketing strategies. 

A study by Jadallah (2018) indicated that one of the problems facing tourism in Palestine is the lack of a 
tourism culture among Palestinian citizens, which is evident through their negative practices towards tourist 
attractions and historical, cultural, and environmental heritage. The study recommended the need to raise 
awareness among Palestinian citizens about the importance of preserving Palestinian cultural and heritage, 
increasing academic and professional tourism education, and focusing on tourism media, which is considered one of 
the most important pillars of the tourism industry. 

The level of income is considered one of the most important human factors affecting the tourism industry due 
to its direct impact on determining the level of tourism demand. An increase in income level means a rise in 
interest in travel and tourism, especially during vacations and holidays, in pursuit of relaxation and enjoyment. 
Conversely, in the case of a decrease in income level, this trend may reverse, even if vacation time is available 
(Hammad & Al-Fleet, 2021). In Palestine, the indicators showed an increase in the poverty gap index and its 
severity according to monthly income in the West Bank between 2017 and 2023, indicating a worsening of income 
conditions for the poor. The poverty rate, based on monthly income in the West Bank, rose to a rate of 15.3% in 
2023. Meanwhile, the percentage of impoverished individuals in the Gaza Strip before the October war reached 
63.6% during the first three quarters of 2023 according to severe poverty indicators (Palestinian Central Bureau of 
Statistics, 2024). Thus, the low level of per capita income in Palestine is considered one of the obstacles to 
stimulating domestic tourism there. 

The tourism sector in Gaza Strip suffers from the same obstacles and limitations as the West Bank, but to a 
greater degree, especially the wars witnessed by the Gaza Strip. Throughout history, wars on the Gaza Strip have 
caused a lot of destruction to archaeological and historical sites. The Gaza Strip remains in the headlines with 
tragic regularity, while amazing archaeological treasures are buried underground (Aldohdar, 2020). All of this is 
nothing compared to the last war (October 2023) on the Gaza Strip, in which the occupation destroyed buildings, 
including antiquities, cultural and historical heritage, and infrastructure, which poses a great risk of the 
disappearance of many of these historical and cultural tourist attractions. On October 7, 2023, a new chapter of 
Palestinian resistance began, which has been ongoing since 1948. The Israeli occupier responded by committing 
"genocide" against the people of the Gaza Strip, bombing mosques, churches, neighborhoods, and the homes of 
unarmed civilians. The Israeli aggression extended to historical  culturally significant sites, destroying as many 
archaeological and cultural heritage sites as possible, in an attempt to erase the ancient Palestinian civilization and 
its continuity on this land, while denying the steadfast Palestinian existence, disregarding the UNESCO agreement 
on the protection of cultural and natural world heritage from 1972, which stipulates in one of its articles (Article 
11, point 4) "the protection of cultural and natural heritage properties threatened by serious dangers due to 
changes in land use or ownership, armed conflict or threats thereof, or disasters and calamities" (Shaer & Ashti, 
2023). 

 



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5. Extracting Results 
In light of the researchers' review of literature and previous studies related to the obstacles and challenges 

facing tourism in Palestine, and the analysis of the results and recommendations obtained, the researcher found 
that these obstacles and challenges can be classified into three main axes: Challenges and Obstacles Caused by the 
Occupation, Internal Challenges and Self-Imposed Obstacles, and Marketing Challenges and Utilization of 
Technology.   

The researchers then extracted from those previous studies the challenges and obstacles and classified them 
into its three axes, as well as extracted recommendations that could address or mitigate those challenges and 

obstacles and classified them into its three axes as well. They were as follows. 
5.1 Challenges and Obstacles Caused by the Occupation 

a. Movement Restrictions and Access Control: The Israeli occupation imposes severe restrictions on movement 
within the West Bank and Gaza Strip. Israeli checkpoints, roadblocks, and the separation wall limit access to 
tourist sites, creating a fragmented travel experience. Israeli military raids and security measures contribute to an 
atmosphere of insecurity, deterring potential tourists. 

b. Destruction and Fragmentation of Sites: The expansion of Israeli settlements and bypass roads has led to 
the destruction and fragmentation of archaeological and historical sites. This undermines the integrity of 
Palestine’s cultural heritage and reduces its attractiveness as a tourist destination. 

c. Negative Narratives and Misinformation: The Israeli state uses tourism to promote a narrative that obscures 
the realities of occupation and military control, affecting global perceptions of Palestinian tourism. Misleading 
Israeli narratives seek to alter historical facts to its advantage and threaten Palestinian identity and historical 
heritage. 

d. Israel’s failure to abide by the peace process agreements: The implementation of the first phase of the Oslo 
Accords divided the West Bank into areas with varying levels of control, with limited Palestinian Authority 
control over small parts of the Palestinian territories in the West Bank. This division, along with Israel’s failure to 
abide by the subsequent stages of the peace process agreements in the region, hinders the development and 
effective management of Palestinian tourism. 

 

5.2 Internal Challenges and Self-Imposed Obstacles 
a. Economic Constraints: Palestine faces significant economic challenges, including high poverty rates and low 

per capita income. This economic instability limits the spending power of local residents and affects the ability to 
invest in and develop the tourism sector. 

b. Infrastructure Deficiencies: There is a notable lack of investment in infrastructure critical to tourism, such as 
roads, hotels, restaurants, and transportation systems. This hampers the quality of tourism services and visitor 
experiences. 

c. Lack of Professional Expertise: The tourism sector suffers from a shortage of qualified professionals and tour 
guides. Additionally, there is a lack of effective training and development programs for those working in the 
tourism sector. 

d. Ineffective Management and Coordination: Weak coordination among government bodies, local authorities, 
and tourism stakeholders leads to inefficient management and development of tourism resources. There is also a 
lack of clear strategies and policies to support the sector. 

e. Low Awareness and Education: There is insufficient local awareness about the importance of preserving and 
promoting Palestinian heritage. This is reflected in the neglect of historical sites and a lack of emphasis on tourism 
education. 

 

5.3 Marketing Challenges and Utilization of Technology 
a. Ineffective Marketing Strategies: Current marketing efforts are inadequate and fail to effectively showcase 

Palestinian tourism. There is a lack of comprehensive strategies and campaigns that highlight the unique 
attractions of Palestine. 

b. Weak Digital Presence and Use of Technology: Palestinian tourism lacks a strong digital presence. There is 
limited use of modern technology to promote tourism, and weak and disorganized use of effective digital marketing 
strategies, which impacts global visibility and engagement. 

c. Insufficient Promotional Activities: Tourism promotion is limited and lacks creativity. This results in 
inadequate global awareness and interest in Palestinian tourism, impacting visitor numbers and investment 
potential. 

d. Inadequate Data and Information: The absence of accurate and comprehensive data related to tourism limits 
the ability to develop targeted marketing strategies and assess tourism performance effectively. 

 

6. Extracting Recommendations 
In light of the researcher's review of the literature and previous studies related to the obstacles and challenges 

to tourism in Palestine, and the analysis of the recommendations that resulted from them, the researcher extracted 
the most important recommendations that could contribute to addressing these obstacles and challenges as follows. 

 

6.1 Recommendations for Addressing the Challenges and Obstacles Caused by the Occupation 
a. Advocate for Political Solutions: Support efforts to end the Israeli occupation and advocate for international 

pressure to facilitate access to Palestinian tourist sites and protect cultural heritage. 
b. Enhance Site Protection: Work on safeguarding and restoring archaeological and historical sites threatened 

by occupation-related activities. This includes seeking international assistance and implementing conservation 
measures. 



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c. Raising global awareness about Palestinian heritage and confronting misleading Israeli narratives and 
rumors by increasing the focus on media promotion of Palestinian history, cultural heritage, and identity, using 
modern technology and digital marketing strategies. 

 
 
 

6.2 Recommendations for Addressing the Internal Challenges and Self-Imposed Obstacles 
a. Invest in Infrastructure: Develop and upgrade essential tourism infrastructure, including transportation, 

accommodations, and visitor facilities. Invest in projects that enhance the quality of tourism services. 
b. Improve Economic Conditions: Implement economic policies that stimulate growth and increase investment 

in the tourism sector. Partner with international organizations to attract funding and support. 
c. Develop Professional Expertise: Establish training programs and professional development initiatives for 

those in the tourism sector. Enhance the quality of tour guides and other tourism-related professionals. 
d. Strengthen Coordination and Planning: Improve coordination among government agencies, local 

authorities, and tourism stakeholders. Develop clear strategies and policies to guide the growth and management of 
the tourism sector. 

e. Raise Awareness and Education: Increase public awareness about the value of Palestinian heritage and the 
importance of tourism. Focus on education and training programs that promote tourism and heritage preservation. 

 

6.3 Recommendations for Addressing the Marketing Challenges and Utilization of Technology 
a. Develop Comprehensive Marketing Strategies: Create and implement effective marketing campaigns that 

highlight Palestine’s unique tourism offerings. Utilize digital marketing to reach a global audience and attract 
tourists. 

b. Utilize Modern Technology: Invest in digital technologies and social media platforms to promote 
Palestinian tourism. Develop engaging online content, mobile applications, and interactive tools to enhance the 
visitor experience. 

c. Improve Promotional Activities: Enhance promotional activities through creative and innovative approaches. 
Use data-driven strategies to target potential tourists and increase global awareness. 

d. Collect and Utilize Data: Gather and analyze accurate data related to tourism. Use this information to 
inform marketing strategies and assess the performance of tourism initiatives. 

 

7. Conclusion and Suggestion 
In countries characterized by civilization, religious and cultural heritage, historical sites and stunning natural 

beauty, tourism is gaining importance, its development and strategic role is increasing, as is the case with 
Palestine. Palestine is an attractive destination for all types of tourism; it is a destination for religious holy sites, a 
destination for cultural tourism of historical and archaeological sites, also a destination for medical tourism, leisure 
tourism, conference tourism, etc. In addition, the diversity of Palestine's climate is also a source of attraction for 
tourists. Palestinian tourism is referred to as the “sleeping giant” as the future of this industry is full of hope and 
expectations. If Palestinian tourism is carefully planned and properly developed while removing obstacles and 
addressing challenges associated with it, then this sector is expected to account for a significant portion of the 
Palestinian national income. 

Tourism is not only considered a material contributor that creates job opportunities and improves income 
levels in Palestine, but it is also a media platform that conveys the civilizational, cultural, and distinctive identity of 
the Palestinian people to the world. Thus, it is one of the most important Palestinian tools that contribute to 
resisting the obliteration of the Palestinian identity and its history sought by the occupation. Therefore, the 
challenges and obstacles facing tourism in Palestine do not only have a negative impact on the economic aspect, but 
they also extend to become negative factors that hinder the preservation of the Palestinian identity and the global 
dissemination of its culture and history. 

The tourism sector in Palestine faces a complex array of challenges and obstacles rooted in political, economic, 
and marketing domains. This study has classified these obstacles and challenges into three main axes: Challenges 
and Obstacles Caused by the Occupation, Internal Challenges and Self-Imposed Obstacles, and Marketing 
Challenges and Utilization of Technology. 

The first axis (Challenges and Obstacles Caused by the Occupation) is the essence and the core axis that causes 
various obstacles and challenges facing tourism sector in Palestine, from which results to the second axis (Internal 
Challenges and Self-Imposed Obstacles), while the third axis (Marketing Challenges and Utilization of 
Technology) is the most prominent and important elements of the second axis that must be highlighted for its 
important role in developing the tourism sector. Figure 2 illustrates these three axes and their relationship to each 

other. 
 



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Figure 2. The axes of obstacles and challenges facing 
Palestinian tourism sector and the relationship between them. 

 
The Israeli occupation significantly impedes tourism in Palestine by imposing restrictions on movement and 

access to tourist sites, as well as by causing the destruction and fragmentation of archaeological and historical 
areas. These occupation-related obstacles create an unstable environment that deters potential visitors and 
undermines the potential growth of the tourism sector. 

Palestine faces significant challenges in developing its tourism sector due to economic constraints, including 
high poverty rates and low income, which limit local spending power. There are also infrastructure deficiencies, 
such as inadequate roads and hospitality facilities, affecting the quality of tourist services. Additionally, a shortage 
of qualified professionals and lack of effective training hinder sector growth. Weak coordination among 
government and tourism stakeholders leads to inefficient management, and there is a general lack of awareness 
about the importance of preserving Palestinian heritage, resulting in neglected historical sites. Additionally, there 
is a notable deficiency in the availability of resources and investment needed to advance the sector. 

On the marketing front, the Palestinian tourism sector is hindered by ineffective promotional strategies and a 
lack of digital marketing presence. The current marketing efforts are insufficiently robust, with limited use of 
modern digital technologies. This lack of effective promotion and accurate data dissemination affects global 
awareness and interest in Palestinian tourism. 

To address these challenges, several key actions are recommended: 

• Political Resolution: Achieving a political resolution to end the Israeli occupation is crucial for the 
stabilization and development of the tourism sector. This includes advocating for international support and 
pressure to facilitate access and protect Palestinian heritage sites. 

• Infrastructure Development: Significant investment is needed to improve the infrastructure, including 
transportation, accommodation, and visitor facilities. Enhancing these elements will create a more favorable 
environment for tourists and improve the overall tourism experience. 

• Economic Support: Increasing financial resources and investments in the tourism sector is essential. This 
includes fostering partnerships with international organizations and private investors to support the 
development and marketing of Palestinian tourism. 

• Cultural and Heritage Awareness: Raising awareness among Palestinian citizens about the importance of 
tourism and the preservation of cultural and historical sites is vital. Educational initiatives and community 
engagement can improve local attitudes towards tourism and encourage greater involvement in preserving 
and promoting heritage sites. 

• Marketing and Technology Utilization: Developing comprehensive and effective marketing strategies is 
necessary. This involves leveraging modern digital technologies to enhance the global visibility of 
Palestinian tourism. Implementing advanced digital marketing techniques will help in presenting Palestine’s 
unique tourism assets more effectively. 

Addressing the multifaceted challenges facing Palestinian tourism requires a coordinated effort that integrates 
political, economic, and marketing strategies. By focusing on infrastructure improvement, increasing investment, 
enhancing marketing efforts, and fostering local and international cooperation, Palestine can develop a robust and 
sustainable tourism sector that showcases its rich cultural and historical heritage while overcoming the obstacles 
imposed by the occupation. 

Finally, it is no exaggeration to say that Palestine, once it achieves full independence and sovereignty over its 
lands, develops its economic situation, improves its own capabilities and infrastructure, and develops effective 
digital marketing strategies for its tourism sector, will be one of the most attractive countries for tourists in the 
world due to its enormous tourism wealth. 

 

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