Often described as the cradle ofcivilization, the Middle East and North Africa (MENA) regionboasts rich cultural assets, and is the historical origin ofmajor religions including Christianity, Judaism, and Islam.This cultural heritage, coupled with the region s richnatural wonders, has made tourism a critical sector foreconomic and social development in the region. Tourism is avital source of foreign exchange earnings, infrastructureinvestment, and cross-sectoral linkages. Even moreimportantly, the sector is a key source of job creation thatcan help MENA countries move from low value manufacturinginto higher value-added service oriented activities. As manycountries in the region transition to new governments,economic reforms can be undertaken to liberalize the sector,breaking down monopolistic market structures that preventnew entrants and stifle innovation. Similarly, there are newopportunities to develop a full-suite of tourism services(ecological, cultural, and religious tourism). Effectivereform in the sector will require structural and regulatorychanges that promote competition, strategic investment ininfrastructure, targeted marketing, and a focus on trainingto address labor-skill mismatches, particularly for womenand youth.