Damascus – In a step that reflects the private sector’s role in supporting development and reconstruction efforts, “Alpa Holding,” in cooperation and coordination with the Damascus Governorate, has launched a comprehensive service and urban project to rehabilitate, develop, and beautify Shukri Al-Quwatli Street. This street is one of the most vital and historic axes in the heart of the capital, extending from Umayyad Square to the beginning of Victoria Bridge.

The project stems from the group’s belief that the responsibility of economic institutions is not limited to investment and job creation; rather, it extends to active participation in developing cities, improving the quality of life, and contributing to the restoration of the capital’s civilized landscape.

The project aims to bring about a qualitative leap in Shukri Al-Quwatli Street, commensurate with its status and importance as one of the main axes in Damascus. This will be achieved by carrying out rehabilitation and development works according to modern technical and engineering specifications, under the direct supervision of the Damascus Governorate to ensure the quality of implementation and adherence to approved standards.

A Public-Private Sector Partnership to Serve Damascus

The project represents a model of constructive partnership between the private sector and government institutions, emphasizing the importance of integrating efforts and capabilities to implement projects with a direct impact on the city and society.

“Alpa Holding” believes that the upcoming phase requires a more effective role from national companies in the reconstruction process, not only through investments and economic projects but also through community and developmental initiatives that leave a sustainable impact and contribute to improving the urban and service environment.

A Multi-Sector Investment Ecosystem

“Alpa Holding” oversees a portfolio of companies and investments operating in Syria and the wider region across multiple sectors, including tourism, hospitality, contracting, transport, logistics, food, restaurants, and tourism investments.

The group’s investments include Alba for Tourism Development, Alba Constructions specializing in contracting, KIWI for smart transport, and Alba Logistics for shipping and logistical services. This is in addition to projects in the food and industrial sectors, a restaurant chain, and investments in cruise ships within Syria and Turkey.

These investments fall under a strategic vision that seeks to build an integrated and interconnected business ecosystem combining tourism, hospitality, services, infrastructure, and transport, contributing to the provision of job opportunities and supporting economic activity.

Dama Rose: A Strategic Project in the Heart of the Capital

The Dama Rose Hotel in Damascus is considered one of the most prominent investments overseen by the group. The group is currently working on implementing a comprehensive plan to renovate, develop, and upgrade its facilities and services in line with the best global hospitality standards, thereby restoring this landmark’s position as one of the premier hotels in the capital.

The group does not view the development of Dama Rose as a standalone hotel project, but rather as part of a broader vision to contribute to the revitalization of the heart of Damascus on a tourism, economic, and urban level.

From Street Rehabilitation to “A Million Trees for Damascus”

As an extension of its vision in the field of social responsibility and sustainability, the group’s management and the Dama Rose Hotel are preparing to launch a large-scale environmental initiative aimed at planting one million trees in the capital, Damascus. This will be carried out over carefully planned phases, in cooperation and coordination with the Damascus Governorate.

The initiative aims to increase green spaces, enhance environmental sustainability, and improve the urban landscape. Alongside the Shukri Al-Quwatli Street rehabilitation project, it forms a model for private-sector initiatives capable of making a tangible and sustainable impact on the city.

Investment is a Responsibility Before It is an Opportunity

Through these initiatives and projects, “Alpa Holding” affirms its direction toward combining investment with social responsibility, and participating practically in the rebuilding and development phase in Syria.

The Shukri Al-Quwatli Street rehabilitation project sends a clear message that the reconstruction of Damascus is not limited to buildings and facilities, but begins with its streets, public spaces, urban identity, and the quality of life within it.

The group aspires for this project to be the beginning of a series of qualitative initiatives that unite the public and private sectors around a single goal: a Damascus that is more beautiful, more vibrant, and more prepared for the future.