Brand Lebanon

A New Beginning: The Time to Act is NOW

After years of crises, economic collapse, political instability, the Beirut blast, COVID-19, and regional tensions, Lebanon is finally at a turning point. With a new president and prime minister who hold regional and global respect, and a government that seems more competent than ever, Lebanon has a rare opportunity to reset its image and reclaim its place as a premier tourism destination.

This summer, Lebanon has a historic chance to welcome back millions of visitors, Lebanese expats, Arab tourists, and global travelers. But success will not come automatically. The Ministry of Tourism must act now, alongside the Ministries of Interior and Transport, to ensure that Lebanon delivers a seamless, exciting, and stress-free tourism experience.

This is not just about tourism. It’s about restoring trust, injecting billions into the economy, and bringing back the energy, joy, and hope that Lebanon thrives on.

The Two-Pillar Plan: A Bold Tourism Revival Strategy

To fully capitalize on this summer, Lebanon must execute a two-level strategy:

1️. A Massive Global Tourism Campaign: “Summer in Lebanon 2024”

A country does not become a top tourism destination by chance, it is marketed, branded, and promoted aggressively. Lebanon must launch its biggest tourism campaign in decades, with a clear and ambitious goal:

Target: 3-5 million visitors by the end of 2025.

Key Elements of the Campaign

A Global Advertising Blitz

Digital campaigns on Instagram, TikTok, YouTube, and Facebook targeting Lebanese expats, Gulf travelers, and international tourists.

A special Digital Campaign targeting major cities like Dubai, Paris, London, Riyadh, and New York, Tapping mostly on Diaspora emotions but also atracting their frinds to come along.

Targeted ad campaigns on travel platforms like Expedia, Booking.com, and TripAdvisor.

Influencer & Media Engagement

Invite 50+ global influencers from travel, lifestyle, food, adventure, and luxury niches for an all-expenses-paid VIP tour of Lebanon.

Secure partnerships with global travel vloggers and bloggers who reach millions of potential visitors.

Collaborate with Netflix, National Geographic, and major media outlets to showcase Lebanon’s rich cultural and historical appeal.

Special Tourism Incentives

Discounted airline tickets in collaboration with MEA, and additional flights.

Hotel & restaurant promotions for tourists booking for 7+ days.

Free entry to major cultural sites like Baalbek and Byblos for the summer season.

A “Lebanese Responsibility” Call to Action

A challenge for every Lebanese: Bring at least one non-Lebanese friend to visit this summer.

Local business participation: Restaurants, beach clubs, and hotels should offer exclusive discounts for tourists.

Encourage Lebanese influencers, celebrities, and the diaspora to promote Lebanon on their platforms.

A Seamless Arrival & Transportation Strategy

A great tourism campaign means nothing if the arrival experience is frustrating. Lebanon must ensure smooth airport operations, safe transport, and minimal stress for visitors.

Key Fixes for the Ministry of Interior & Transport

Airport Efficiency

Increase staffing at Beirut Airport immigration to prevent long wait times.

Fast-track e-visa options for Gulf and European travelers.

Regulate airport taxis with fixed pricing & digital payment options.

Traffic & Transportation Solutions

Launch a tourist-friendly shuttle system from the airport to major cities & resorts.

Secure & regulate public transport for easy access to key locations.

Implement emergency traffic control plans in Beirut, Batroun, and the Cedars during peak tourist months.

The Economic Impact: Why This Matters

If Lebanon executes this plan successfully, the numbers could be game-changing:

+3-5 million visitors in 2025 (aggressive Ambitious….. but Hey!
$2-4 billion in direct tourism revenue
100,000+ new tourism-related jobs
A massive boost in consumer confidence & investment

Lebanon has seen what a good tourism year can do in 2009, a record-breaking 2 million tourists revived the economy. Now, with the right effort, we can triple those numbers.

A National Challenge: It’s Every Lebanese Citizen’s Responsibility

Tourism is not just the responsibility of the government, it’s a national duty. Every Lebanese, whether living in Lebanon or abroad, must become an ambassador for this movement.

If you’re a business owner, make your shop, restaurant, or hotel a tourist-friendly space.
If you’re a Lebanese expat, commit to visiting and bringing at least one friend.
If you’re a local, welcome tourists with warmth and hospitality.

Lebanon will not rebuild itself alone, it takes all of us.

For The Ministry Of Tourism, The Time to Act Is Now

This is Lebanon’s moment. The stars have aligned for a powerful comeback, but only if we act fast, think big, and execute smart.

This summer can be a turning point. Will Lebanon seize the opportunity?

To the Ministry of Tourism: The world is waiting. Let’s show them what Lebanon has to offer!