Brand Lebanon

Tourism Readiness Begins Within: The Responsibility of Every Lebanese

Tourism is one of the most powerful economic engines a country can have. It creates jobs, drives investment, boosts local businesses, and enhances national pride. Countries that thrive in tourism do so because their people, from leaders to citizens, understand its value and act accordingly.

For Lebanon to truly become a world-class destination, the transformation must start from within. Every Lebanese whether in government, business, or daily life, must feel a sense of responsibility toward making Lebanon welcoming, smooth, and unforgettable for visitors.

A Successful Tourism Plan Transforms Lives

Tourism is not just about bringing visitors; it’s about building an ecosystem that makes those visitors want to come back and recommend Lebanon to others. A successful tourism model means:

• Better infrastructure: Roads, airports, public transport, and digital accessibility.
• Job creation: From hotels to restaurants, guides to transport services, everyone benefits.
• Foreign investment: The more attractive Lebanon is, the more investors pour money into businesses.
• Enhanced global reputation: A positive visitor experience spreads internationally, boosting Lebanon’s image.

Tourism does not benefit just the government or businesses, it benefits every single citizen. A thriving tourism industry means better salaries, more opportunities, and an overall improved quality of life.

Leadership: Setting the Foundation for Tourism Success

Lebanon’s leadership must see tourism as a pillar of economic revival, not an afterthought.

1. Laws & Regulations that Support Tourists
   • Implement fair pricing policies to avoid tourist scams.
   • Ensure safety and security in tourist hotspots.
   • Facilitate seamless visa and airport procedures.
2. Public Services That Work for Tourism
   • Improve transportation networks to make moving around easy.
   • Maintain cleanliness and public services in cities and rural areas.
   • Implement training programs for hospitality professionals.
3. Creating a National Tourism Mindset
   • Tourism success should be a national goal shared across ministries and institutions.
   • Incentivize private sector partnerships to enhance tourism offerings.
   • Launch nationwide campaigns to educate people about their role in tourism.

Every Citizen is an Ambassador for Lebanon

A single bad experience can ruin a country’s image for a tourist. Imagine a visitor getting overcharged, mistreated, or scammed, this creates a lasting negative perception, not just of the individual but of Lebanon as a whole.

I once took a taxi from Sassine Square to Badaro, and the driver demanded $50 because I was speaking English on the phone. When he realized I was Lebanese, he laughed and said, “Hahaha, I thought you were a tourist! Sorry, $5.”

This mindset is short-term thinking at its worst. Instead of treating tourists as kings, some see them as easy prey. A tourist should never feel like a sitting duck, they should feel like royalty.

Making Tourists Feel Like Kings: The Lebanese Way

For Lebanon to become truly tourism-ready, every Lebanese must embrace the mindset of a host. This means:

• Welcoming visitors with warmth, not exploitation.
• Helping tourists navigate the country, rather than taking advantage of them.
• Treating every tourist as a future ambassador for Lebanon.
• Supporting businesses that operate with integrity.

A Collective National Effort

Lebanon has everything it takes to be a top global destination, history, nature, food, nightlife, and culture. What we need is a unified national effort where every person plays a role.

• Government must lead with clear strategy and enforcement.
• Businesses must prioritize long-term reputation over short-term gains.
• Citizens must treat tourists with respect and hospitality.

Tourism is a shared responsibility. The moment every Lebanese understands that tourists are not just visitors, but long-term assets, Lebanon will become a destination that the world admires—not just for its beauty, but for the way it treats its guests.

The question is simple: Do we want Lebanon to be a country tourists visit once, or a country they fall in love with and return to? The choice is ours.