Tourism spurs economic boom in Lebanon

Lebanon is turning out to be the success story of the year despite the economic downturn, with the world sitting up and taking notice of what it has to offer to tourists and businesses. This is evident by the fact that flydubai has announced extra flights to Beirut during Eid Al Fitr to accommodate heavy demand.

Lebanon has been projected to enjoy a GDP growth of three per cent in 2009 and four per cent in 2010, according to the latest issue of International Monetary Fund's (IMF) bi-annual World Economic Outlook (WEO) report. The Lebanese Government on its part expects a much more impressive six per cent growth this year.

Lebanon's projected growth rate in 2009 easily eclipses the average growth in the Middle East (2.5 per cent) and that of the emerging and developing countries (1.6 per cent). It is performing way above advanced economies and the world economy, which will record average negative growth rates of -3.8 per cent and -1.9 per cent respectively.

Lebanon's tourism industry is expected to generate about 9.3 per cent of the country's GDP and account for about 9.6 per cent of total domestic employment in 2009. It is also projected to provide indirect revenues worth $7.78 billion (Dh28.55bn) and indirectly create about 439,600 jobs or at least one out of every 3.6 jobs within the year, equivalent to 28.1 per cent of total employment.

A recent report by the London-based investment firm Blakeney Investors has described Lebanon as a safe banking haven because of abundant liquidity and unprecedented inflow of deposits. The same report also highlighted Moody's upgrade of Lebanon's local and foreign currency government bond ratings at a time when several countries around the world have been downgraded.

Lebanon's tourism sector also achieved a dramatic growth, enjoying 56.8 per cent surge in tourist arrivals with 434,418 visitors in the first four months of 2009 compared with the same period in 2008.

Beirut, has topped the global list of "The 44 places to go in 2009" published recently by the New York Times. The Lebanese capital edged out popular tourist destinations such as Washington, DC, Galapagos, Las Vegas and Hawaii by garnering consistently high ratings in all criteria, which included luxury, ecology, family, frugality, food, culture and party. The top ranking affirms Lebanon's success in rebranding itself as a regional and global tourism hub.

However, all this has not fallen in the lap of the country on its own. Lebanon has consciously been re-branding itself and doing all it can to woo tourists and businesses.

Emirates Business spoke to Ibrahim Lahoud, Director, Strategy and Brand Communication of BrandCentral, the company which has been one of the key contributors in promoting Lebanon as a leading regional and international travel and tourism gateway.


What have you been doing to promote Brand Lebanon?

We have developed the majority of Lebanon's national branding programmes as a business and as consortium, our group of communication companies. We've been promoting the country at various levels, working closely with virtually every ministry and government entity in enhancing and communicating their respective brands, locally and internationally.

It is critically important to maintain the momentum generated by the country as a tourist hotspot and a safe and secure business destination. As such, there is an urgent need to develop more specific branding ideas and strategies that will further excite the world over the positive transformation of Lebanon.

Although the Lebanese economy has gained so much this year, it is important to remember that competition remains tough as ever with other international travel and business destinations likewise aiming to improve their own stakes in the global market. Our goal is to ensure that Brand Lebanon remains firmly entrenched in the consciousness of our target audiences all over the world.

Our own national pride served as a powerful driving force behind our creativity in crafting a new image for the organisations we served… be they the ministry of finance, industry, tourism or the Lebanese army. Today, identities such as the famous Beirut logo have become iconic and are even often plagiarised. They've transformed into popular projections of the true soul of the city and the entire country.

But lying at the core of our motivation was our identity as a Lebanese company operating in Lebanese soil. We grew our local expertise and exported it to the rest of the world, and in the process elevated the image of Lebanon itself. You could say that when everyone else decided to move to where the business is, we decided to remain where our heart was. You can always go after business, but you have to take a stand where your roots are concerned.

What challenges did you face during your branding activities?

We had to achieve a high level of credibility in the process of branding a previously war-torn country, constantly striving to make things happen. Our challenge was to rally people and groups of different and often opposing ideologies behind the single philosophy of Brand Lebanon.

The good thing is that Lebanese share common values and agree that the land of Cedars deserves their utmost tribute. Brand Lebanon relies on the country's rich history and its people to exude a genuine manifestation of the Lebanese way of life.

Another challenge was the several gaps in the promotion of Lebanon, particularly in the area of tourism. A great number of people around the world are still unaware that Lebanon has so much more to offer than its cedar trees.

However, a concerted nationwide rebranding initiative will help further accelerate Lebanon's transformation into one of the world's premier tourist and business destinations, as the government and the business sector need to take advantage of new developments to collaborate in creating fresher and more attractive images for Brand Lebanon.

What does Brand Lebanon promise? And how will it deliver that promise?

We promise to retain the values and assets that made everyone fall in love with Lebanon in the first place and to strive to enhance those values. Lebanon has always been known for its tolerance… tolerance for cultures, religions, way of life and social customs. This has helped the country gain top spot on the destinations ladder. Coming to Lebanon is simply hassle-free and that by itself, compared to other destinations, is enough of an asset to create a solid brand. This is how Lebanon delivers on its promises.

To point out some recent developments, Lebanon's capital Beirut was selected as the first destination among the top 49 cities in the world, in Paris Match as the place to be savoured like a "mezze". It has been featured on CNN and nominated as the number one destination for tourists. Now, that's delivering on your promise.

What are you creating Lebanon's brand identity around?

A brand is carried by its intrinsic values and attributes. Lebanon's brand is built around the values generated by an incredible mixture of people and land, diversity and identity, culture and entertainment, freedom and respect. This melting pot of civilisations where everyone feels at home is the inspiration for the brand identity we are creating for the country.

However, Brand Central is not alone in developing Lebanon's brand identity. We join a collective orchestral piece featuring our peer organisations, Lebanon's people and the nation's impressive geography itself. It is a perfect example of synergy, a symbiosis between otherwise controversial and incompatible elements that come together to create this mystical journey.

What unique attractions does the country offer to tourists?

We encourage foreign guests to come and see for themselves. Of course, there is a plethora of typical tourist attractions, ones that you might find elsewhere. But the pleasure of travel does not lie solely on the destination or the geography, rather in the experience itself. A beach in Batroun or Khaldeh will never feel like a beach in Greece. The Temple of Bacchus in Baalbeck will never stir the same emotions as the Parthenon.

The most persistent reaction we get from visitors is their will to stay, not to leave. Once in, they become one with the people and the culture. Wherever you go in the world, you have to struggle with language barriers, taxi drivers and citizens. In Lebanon, the mostly trilingual people effortlessly make you feel at ease. Lebanon is easy going.

Lebanon is not so much into flamboyance as it is into genuine discoveries of simplicity and pleasure. What Lebanon has to offer is itself.

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