1. Strategic Vision & Objectives
Vision: To position Lebanon as a world-class tourism destination by leveraging its rich cultural heritage, diverse landscapes, and vibrant economy while ensuring sustainable growth, economic prosperity, and enhanced global recognition.
Objectives:
- Increase annual tourist arrivals to 10 million by 2035.
- Boost tourism’s GDP contribution from 7% to 25%.
- Develop a sustainable and diversified tourism industry.
- Position Lebanon as a key hub for cultural, medical, eco, and adventure tourism.
- Strengthen Lebanon’s tourism infrastructure and digital transformation.
- Develop year-round tourism through targeted regional branding.
2. Governance & Organizational Structure
Ministry of Tourism
- Establish National Tourism Council (NTC) for policy planning and execution.
- Introduce Lebanon Tourism Investment Authority (LTIA) to facilitate foreign and domestic investments.
- Launch a National Tourism Certification Service (NTCS) to regulate service quality.
- Form a Domestic Tourism Research and Steering Unit (DTRSU) to monitor trends.
Public-Private Partnerships (3Ps)
- Encourage hotel, airline, and tour operator investments.
- Foster private sector collaboration in destination branding.
- Develop eco-tourism and adventure hubs with private funding.
3. Tourism Development Phases
Phase 1: Foundation (2025-2028)
- Legislative Reforms: Update tourism laws, simplify visa processes.
- Marketing & Branding: Launch ‘Brand Lebanon’ global campaign.
- Infrastructure Upgrades: Expand airport capacity, upgrade roads.
Phase 2: Expansion (2029-2032)
- Develop regional tourism clusters (Beirut for nightlife, Baalbek for heritage, Cedars for eco-tourism).
- Attract $5 billion in FDI for new hotels, resorts, and cultural centers.
- Establish Lebanon Digital Tourism Passport to integrate bookings, transport, and visa processes.
Phase 3: Global Positioning (2033-2036)
- Position Lebanon among the Top 20 global tourism destinations.
- Host major global festivals and sports events.
- Achieve full digital integration of the tourism sector.
4. Destination Management & City Branding
– Beirut: Luxury, nightlife, gastronomy.
– Baalbek: Heritage, music festivals.
– Byblos & Batroun: Cultural, eco-tourism.
– Cedars & Akkar: Adventure tourism.
– Tyre & Sidon: Mediterranean coastal tourism.
5. Legislative & Policy Framework
– Simplify business licensing for tourism operators.
– Introduce green energy incentives for eco-friendly resorts.
– Establish a Lebanon Tourism Ombudsman to ensure fair pricing and services.
– Implement minimum wage & fair labor policies for tourism workers.
6. Key Performance Metrics & Goals
– Tourist Arrivals: Increase from 2 million (2023) to 10 million (2035).
– GDP Contribution: Boost from $3B to $15B annually.
– Hotel & Resort Expansion: Increase bed capacity to 2 million.
– Employment Growth: Generate 500,000 new jobs.
– Airports & Infrastructure: Expand Beirut Airport to handle 20M passengers annually.
7. Implementation Roadmap (2024-2035)
Short-Term (2025-2028)
- Launch ‘Brand Lebanon’ campaign globally
- Digitize visa & travel facilitation
- Expand & upgrade Beirut Airport
- Establish National Tourism Certification Service
Mid-Term (2029-2032)
- Develop regional tourism hubs
- Attract $5 billion in FDI
- Implement sustainability initiatives
- Expand luxury & medical tourism
Long-Term (2033-2036)
- Position Lebanon among Top 20 global tourism destinations
- Achieve 10 million annual visitors
- Full integration of AI & smart tourism solutions
- Establish Lebanon as a leading MICE & festival destination
Final Call to Action
This plan requires government commitment, private sector collaboration, and citizen participation. By leveraging innovation, investment, and sustainability, Lebanon can achieve unprecedented tourism success.
Brand Lebanon 
Leave a comment