Brand Lebanon

The Concept: A Tourism Boom Through Lebanese Expats

Lebanon’s biggest untapped tourism market is its diaspora. With 15-18 million Lebanese living abroad, imagine if each one brought just ONE non-Lebanese friend on their next visit. This simple initiative could double Lebanon’s tourism numbers and generate billions in revenue.

This strategy takes inspiration from classic marketing tactics like “Buy One, Get One Free” and applies it to tourism:

• Lebanese expats get exclusive incentives when they bring a non-Lebanese friend.
• Non-Lebanese visitors enjoy VIP deals (discounted flights, hotel perks, or free tours).
• Tourism grows organically with no massive marketing spend.

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The Numbers: What’s the Potential Impact?

• 800,000+ Lebanese diaspora visitors come annually (pre-crisis).
• If 50% of them bring a friend, +400,000 new non-Lebanese tourists.
• If 30% of all Lebanese abroad (5 million people) participate: +1.5 million new tourists annually.
• Potential revenue boost: $2.5 billion to $4 billion per year.

For reference, Dubai spent $100M+ on tourism marketing in 2022, while this strategy costs Lebanon almost nothing, just smart partnerships and incentives.

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How Do We Make This Work? The Execution Plan

1. Partner with Airlines & Travel Agencies for Exclusive Discounts
2. Offer flight discounts: Lebanese expats get 5-10% off when booking a ticket with a non-Lebanese guest.
3. Work with airlines like MEA, Qatar Airways, and Emirates to create special Lebanon companion fares.
4. Frequent Flyer Program: Expats bringing guests accumulate miles faster.

Example:

• A Lebanese expat in Paris books a flight, gets 10% off if a non-Lebanese books with them.
• MEA offers a “Bring a Friend” bundle ticket, making it cheaper for groups.

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2️- Hotels & Airbnbs Offer “Stay Together, Pay Less” Packages

• Hotels (Four Seasons, Kempinski, Mövenpick, boutique stays) offer “+1 Guest Free” deals.
• Airbnb hosts & guesthouses provide discounts on 2+ person bookings.
• Tour operators create special group rates for Lebanese bringing foreign visitors.

Example:

• A Lebanese bringing two foreign friends gets 20% off their hotel stay.

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3️- Tax & Shopping Incentives for Visitors

• VAT-Free Shopping: Non-Lebanese guests receive a tax refund on purchases, encouraging them to spend more in local shops and malls.
• Restaurant & Bar Discounts: A nationwide network of restaurants, cafés, and nightclubs provide 10-20% discounts for non-Lebanese visitors traveling with Lebanese expats.
• Luxury Brand Partnerships: Collaborate with Lebanese designers and major shopping malls (ABC, Beirut Souks, Le Mall) to offer exclusive promotions for diaspora guests.

Example:

• A Lebanese-American visiting Beirut with a non-Lebanese friend receives a special “Tourist VIP Card”, unlocking discounts in restaurants, hotels, shops, and nightclubs.

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4️- Exclusive VIP “Lebanon Welcome Card” for Diaspora Guests

To make the experience seamless, Lebanon can introduce a “Lebanon Welcome Card”, a digital or physical pass that:

• Grants access to discounts in hotels, restaurants, entertainment spots, and cultural sites.
• Allows for fast-track visa processing or free visa-on-arrival.
• Offers free guided city tours and museum entries.
• Includes concierge services and personalized travel support.

Example:

• Upon booking flights, Lebanese expats and their guests can register for the “Lebanon Welcome Card”, which they receive digitally to access exclusive perks.

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5️- High-Profile Social Media & Influencer Marketing

• Hashtag Campaign: #BringAFriendToLebanon, Encourage expats to post their experiences.
• Influencer Challenge: Lebanese celebrities & travel bloggers showcase bringing non-Lebanese friends to Lebanon.
• Referral Program: Lebanese expats earn loyalty points, rewards, or cashback for bringing visitors.

Example:

• A Lebanese in Canada invites three non-Lebanese friends → they all post about their trip, generating free global publicity for Lebanon.

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The Economic & Social Benefits

• Boosts GDP: $2.5B+ in annual revenue.
• Creates Jobs: 100,000+ tourism-related jobs.
• Promotes Lebanon Globally: Expands Lebanon’s brand as a travel destination.
• Encourages Cultural Exchange: More foreigners experience Lebanon’s hospitality, history, and vibrant lifestyle.

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What’s Next?

Lebanese already visit home, why not turn them into Lebanon’s best tourism ambassadors? With simple incentives, Lebanon can double its tourism numbers without needing massive investments.

This initiative isn’t just about tourism, it’s about national branding, economic revival, and reconnecting Lebanon with the world.