Lebanon Under the Spotlight: The reality of tough market conditions and hope for the future

1. Lebanon Under the Spotlight
The reality of tough market conditions and
hope for the future

2. Where do we stand?

3. Regional unrest and political uncertainties are scaring
away tourists
• Tourism peaked in 2010 with 2.1 million+ visitors.
• Figure dropped to 1.6 million by 2011, 1.2 million in 2013
and 1.4 million in 2014.
• Fears of a spillover from Syria and a political stalemate
plagued the country.
• A slowdown in Lebanon’s tourism and construction sectors
contributed to economic stagnation.
• Growth of 1.6% in 2015 and 2% forecasted for 2016.

4. Dwindling European travelers and high-spending visitors
from the Gulf has hit hotels hard
• Travel bans have halted the flow of visitors from the UAE,
Saudi Arabia and Kuwait with high purchasing power.
• Larger proportion of budget-conscious Iraqi and Egyptian
tourists.
• Hefty price cuts and intense competition.
• ARR was recorded at $161 USD in year to date to
September 2015, one of lowest in MENA region.
• Occupancy rate for same period averaged at 53%.

5. Lebanon has remained resilient in the face of turbulence
• The region is not unfamiliar with conflict.
• 150 new licenses granted to tourist enterprises and
hotels in 2014 .
• World Travel and Tourism Council predicts the industry
will contribute 8.7% to GDP by 2024.

6. Increase in new boutique hotels in the capital
• 17,000 hotel rooms available in the country in 2014.
• Villa Clara Boutique Hotel selected by Alain Ducasse as the
only hotel and restaurant in the Middle East to join
prestigious “Châteaux and Hotels Collection.”
• International luxury hotels like Mandarin and Kempinksi
under construction.

7. The initiatives to tempt tourists back to Lebanon have
been abundant
• Lebanon’s MoT has been pivotal in driving tourism forward.
• ‘Live, Love Lebanon’ campaign launched in spring 2014.
• Website created to promote packages and special interest
activities in the country.

9. Drive in rural tourism aimed at targeting new markets
• MoT has launched five-year masterplan costing $41.7
million to boost rural tourism.
• DHIAFEE’s ‘Cottage Inns’ program supports small, family run
hotels, campsites and religious lodgings.
• Dedicated websites like L’Hote Libanais linking guesthouses
and providing online booking portals.
• Opening of 100+ village guesthouses and B&Bs.

11. Growth in online media sources supporting domestic
tourism
• Publications and websites following the wave and
promoting alternative tourism.
• Lebanon Traveler is a go-to source of information and
traveler tips.
• Mobile application launched.

13. Lebanon’s Tourism Minister has been proactive in forging
strong ties in the region
• Phoenician Roads project announced, in collaboration with
UNWTO, to improve relations between countries in the
Med and create cultural packages to destination cities.
• ANA Program aimed at reigniting ties between Lebanon
and the Diaspora.