DIGITAL TRANSFORMATION’S ROLE IN ATTRACTING TOURISM INVESTMENTS TO ACHIEVE SUSTAINABLE DEVELOPMENT IN IRAQ

Abstract

The study aimed analyze role of digital transformation (DT)in enhancing Iraq's ability attract tourism investments, as part of achieving sustainable development (SD)for vital sector, improving competitiveness locally, internationally. The study adopted a descriptive analytical approach by collecting data, information related to reality of Iraqi tourism, the level of digital transformation (DT) implementation, as well as focusing on studying government policies challenges facing digitalization process. The study concluded digital transformation (DT) contributes positively, effectively to improving attractiveness of tourism investments by developing digital infrastructure, employing modern technologies such as e-booking and marketing via digital platforms. The results also indicated that the weakness of technological infrastructure, the lack of human resources skills represent two major obstacles achieving a comprehensive digital transformation in the Iraqi tourism sector study recommended development of an integrated national framework for digital transformation in tourism sector in Iraq, including modernizing the digital infrastructure, using modern technologies, and developing human capital, as well as adopting supportive policies to address challenges with aim of attracting local and foreign investment and achieving sustainable development.