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Building EuroMed partnerships
This guide is a Doing business toolkit dedicated to
clusters, SMEs, or entrepreneurs interested in
developing business partnerships in the tourism
sector in Lebanon. It provides an overview of the
main opportunities available for the private sector, as
well as concrete and useful data to those interested
to go further (contacts, agenda of events, etc.).
References
The Mediterranean Business Guide, focus on Tourism
in Lebanon has been prepared by Fondation Sophia
Antipolis under the EuroMed@Change Project, a
Preparatory Action initiated by the European
Parliament and implemented by the European
Commission (DG Enterprise and Industry).
EuroMed@Change proposes new dynamics for SME
and cluster internationalisation between Europe and 4
targeted partner countries: Morocco, Tunisia, Egypt
and Lebanon. It is managed by four organisations
from across Europe (ANIMA Investment network as
Project leader, the European Business Innovation
Centre Network, INNO AG and the Fondation Sophia
Antipolis as partners) and it coordinates with more
than 45 associated regional business, finance and
innovation networks.
Authors
This Business guide has been prepared by Jean-Noël Durvy, with contributions from Nadège Bouget, from the Fondation Sophia Antipolis. Support has been provided by ANIMA Investment Network for the FDI data (Zoé Luçon, Amina Ziane Cherif), and the layout (Lauriane Ammouche
Disclaimer
This publication has been produced with the support
of the European Commission. The contents of this
publication are the sole responsibility of Fondation
Sophia Antipolis and can under no circumstances be
regarded as reflecting the views of the European
Union”.
Copyright
© EuroMed@Change May 2013. No part of this
publication may be reproduced without express
authorisation. All rights reserved.
1. Mediterranean overview..............................p.5
2. Market trends and opportunities...................p.6
3. Foreign direct investments..........................p.8
4. Key actors.......................................................p.10
5. National policies.............................................p.11
6. Selected programmes & initiatives...............p.13
7. Major business events..................................p.14
Table of contents
List of acronyms
ANIMA-MIPO: Mediterranean Foreign Direct
Investments and partnerships announcements
Observatory implemented and managed by
ANIMA
FDI: Foreign Direct Investment
MED10 countries: Algeria, Egypt, Israel, Jordan,
Lebanon, Libya, Morocco, Palestine, Tunisia,
Turkey.
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Mediterranean Overview
A challenging context
Tourism is vital for the economy of most South and
East Mediterranean countries. It accounts for an
essential part of the GDP, and, as a very labour
intensive activity, generates a significant number of
jobs. It also has a strong ripple effect on other
productive sectors such as agriculture, industry and
services.
Mediterranean tourism (Southern Europe included)
has grown from 58 million international arrivals in
1970 to 306 million in 2012 according to the World
Tourism Organisation. The Mediterranean is one of
the world’s leading tourism markets with
approximately 30% of international arrivals for more
than 40 years. International tourism generated €4.3
billion of revenue across the Mediterranean Basin in
1970. In 2011, it generated €174 billion of revenue, a
multiplication by a factor of 40 compared to 1970.
For the last two decades, the eleven countries of the
Southern Mediterranean (Algeria, Egypt, Israel,
Jordan, Lebanon, Libya, Morocco, Palestine, Syria,
Tunisia and Turkey) have recorded the highest growth
rate in inbound world tourism. In the same period,
domestic tourism also increased rapidly. This trend
came to an abrupt halt in early 2011 during the Arab
Spring turmoil, but seems to resume in 2012 and
2013. Political uncertainty has the potential to impact
negatively on visitors’ perceptions. Swift
implementation of a communications response is
crucial to reassure tourists that the destination is safe,
accessible, ready and able to receive visitors. It is also
important to have a diversified tourism product to
cater to different customer segments and motivations.
Business and MICE tourism act as good support and
buffer to downturns in the leisure tourism segment.
Sustainable tourism
The development of sustainable tourism appears to
be a priority for Tunisia, Morocco, Egypt and
Lebanon, in particular with the development of
ecotourism. With 46,000 km of coastline, the number
of tourists in the Mediterranean basin is 80%
concentrated on the coast. Sustainability of
Mediterranean tourism goes through the
diversification of the tourism offer, valuing the
Mediterranean diversity: ecotourism, cultural, urban,
rural and religious tourism. Moreover, since some
years now, a change in customer behaviour has been
registered. Indeed, the increase in number of “short”
holidays favour trips to closer destinations while the
emergence of theme trips (ecotourism) and targeted
tourist activity such as hiking, golf has boosted new
forms of tourism offers. The tourism market is
therefore more segmented and retaining tourists have
become a very difficult task. In order to give a boost
to their tourism industry, the MED countries have
therefore to adapt their products to new customer
expectations, work on their competitive differentiation
and identify development priorities. The new trends
for the development of tourism can enrol into the
context of responsible tourism which is characterised
by a respect for the environment and culture of the
people of the territories, which leads to the need to
establish a true environmental policy: sustainable
tourism taking into account economic, social and
environmental impacts.
Health and wellness tourism
Morocco, Tunisia, Lebanon and Egypt have a
great potential for medical and wellness tourism.
Health tourism comprises all travel activities for a
wide range of health and wellbeing purposes such as
healthcare, health assessment, surgery and operation,
plastic surgeries, beauty, healing, cure, rehabilitation,
convalescence, combined with leisure, recreational
and cultural activities at the visited destination.
Tunisia is already well established in this sector
aiming for strong growth, compared to Lebanon and
Egypt. Egypt is considered has a new entrant, will
face severe competition.
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Tourists by Region of origin 2012 Source: Ministry of Tourism
Market Trends and Opportunity
A key economic sector
The tourism industry in Lebanon has been
historically important to the local economy and remains
to this day to be a major source of revenue for
Lebanon. The World Travel and Tourism Council
(WTTC) estimates that Lebanon’s tourism industry
contributes €3.2 billion to the country’s economy in
2012, equivalent to around 10% of GDP. Direct
employment in the sector reaches 120 000 jobs,
representing 9% of total employment in Lebanon this
year.
Since tourism touches all sectors of the economy, its
real direct and indirect impact is even greater. WTTC
forecasts tourism generates €12 billion or 35,5% of
overall economic activity in Lebanon in 2012, including
322 500 jobs representing 24% of total employment in
2012.
According to the World Travel & Tourism Council
(WTTC), the Travel and Tourism industry continues to
contribute significantly to employment, generating
120,000 direct jobs in 2012 and 322 500 jobs in total
(9.0% and 24.0% of total employment respectively).
This number however is expected to fall by 2.1%. Total
jobs are also expected to follow the same trend with a
1.8% decrease in 2013, to reach 317,000 jobs.
This labor intensive industry benefits from a large pool
of skilled and multilingual labor force, which has been a
main driver for the industry’s growth.
The number of tourists to Lebanon has increased
substantially over the years. 2010 was an exceptional
year for Lebanon’s tourism industry with a total number
of tourists amounting to 2.4 million and registering a
27% increase from 2009 levels, one of the highest
rates in the world. Since 2011 however, numbers have
witnessed a drop due to regional turmoil, reaching 1.7
million tourists in 2011 and 1.4 million in 2012.
A diversified tourist offer
Before the Lebanese Civil War, Beirut was widely
regarded as "The Paris of the Middle East," often cited
as a financial and business hub where visitors could
experience the Levantine Mediterranean
culture.Lebanon's diverse atmosphere and ancient
history make it an important destination which is slowly
rebuilding itself after continued turmoil. Lebanon offers
plenty: from ancient Roman ruins, to well preserved
castles, limestone caves, historic Churches and
Mosques, beautiful beaches nestled in the
Mediterranean Sea, world renown Lebanese cuisine,
nonstop nightlife and discothèques, to mountainous ski
resorts.
Significant private investment is currently being made
in the modernization and expansion of this sector and
international hotel companies have returned to
Lebanon. Casino du Liban, which historically constituted
a major tourist destination, reopened in 1996. Lebanon
is one of the country in the Arab world that offers skiing
and related winter sports activities. The largest ski
resort in the country has been expanded and
modernized. The Government believes that, because of
the return of peace and stability to the country and
with the development of the necessary infrastructure,
tourism will again contribute significantly to Lebanon's
economy. Lebanon's tourism industry also relies on the
large number of Lebanese living abroad, who return
regularly to the country during the summer season.
Luxury continues to dominate
Lebanon’s tourism infrastructure continues to be
dominated by luxury, notably in the travel
accommodation market. The addition of the Four
Seasons and The Gray Hotel to the country’s hotels
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offering in 2009 has intensified competition in the
luxury segment, with the long-reigning Phoenicia
hotel now facing competition from these two new
players. Among upcoming luxury brands in the
pipeline, a Kempinski, Grand Hyatt, and Landmark
hotel are expected to be completed in 2012. This
leaves Lebanon with a lack of budget, value-for-
money travel accommodation outlets despite
developments in “eco” offerings in the country and
opportunities in adventure tourism and trekking.
Health and wellness emerging
Lebanon is increasingly positioned as a regional hub
surgery, with a number of specialised medical centres
having established a good reputation across the
region. Travel agencies offer medical tourism
packages, blending Lebanon’s attractive leisure
tourism proposition with the proficiency of its human
resources in the healthcare sector. The country is also
boosting its spa offering, with a number of health and
wellness resorts like Edde Sands already popular
among tourists, and new outlets due to open during
the forecast period, like the Naas Wellness Resort and
the Byblos Sud Resort.
Ecotourism
Ecotourism has a rich background of natural
diversity and a wide range of outdoor activities. With
an original landscape consisting of mountains,
forests, wildlife, beaches, snow fed rivers, caves,
valleys and gorges, Lebanon is becoming more of an
outdoor destination where people can visit its natural
reserves and practice their ecotourism activities.
Lebanon's nature and geography, which are unique to
the Middle East region, allow the practice of outdoor
activities (mainly concentrated in the summer
season). Nowadays, these activities are gaining more
interest from nature lovers and becoming well
equipped with the specific requirements and facilities.
Although Lebanon is considered to be a summer
destination, winter sports are becoming more in
demand due to the close geographical location of the
mountain peaks from the Mediterranean Sea and the
unique winter experience that visitors have. Lebanese
winter sports include Alpine skiing and Cross Country
in addition to paragliding, snowmobiling, and hiking.
Lebanese expatriates are key source of arrivals
Lebanese expatriates are a key source driving growth
in tourism arrivals every year. Although there are only
four million Lebanese citizens living in Lebanon, more
than twice this number lives abroad, with many of
these expatriates tending to return home to visit the
country on a regular basis. Among young expatriates,
the majority comes back at least once a year, and
many visit the country several times a year. The
proliferation of low-cost airlines in the region has
opened up more opportunities for those living in the
Gulf to visit at weekends, during holidays and on
special occasions. They tend to stay with friends
and/or family, spending money on entertainment and
outings.
KIDZMONDO, A MAJOR CHILDREN’S INDOOR THEME PARK,
Kidzmondo, will open on June 1, 2013 in Beirut Waterfront,
Downtown, near BIEL. The $25 million project is owned by
‘Kidz SAL’, a company founded and owned by two Lebanese
investors: Chairman Ali Kazma, owner of Kaztel & Kazma
Tradin g, and Vice Chairman Hind Berri, co-owner of Kzone
Outdoor Advertising Group, as well as other investors.
Partners on the project plan to franchise KidzMondo in Arab
and European countries.
“KidzMondo has signed a franchise deal in Istanbul with
Dogan Group,” said Mirna Soueid, Marketing and Events
Manager. KidzMondo will be located in Istanbul’s Trump
Towers, on the European side of the city. The theme park
will be launched by end-2013. Another KidzMondo is
underway in Abu Dhabi. The company already found a
franchisee in Abu Dhabi. “Other franchises are being
finalized for Qatar and Saudi Arabia,” she said. More
KidzMondo locations are in the pipeline, including a few
locations in different countries across Europe.
The concept of KidzMondo is to create a kid-sized replica of
the city where children can choose adult careers and act
them out through various role-playing activities. The
edutainment theme park's location in Beirut has an area of
4,200 square meters, with 10,300 square meters of built-up
space. It includes child-sized workstations for up to 80
professions, in collaboration with institutions such as Middle
East Airlines, Bank Audi, MTV, LibanPost, the American
University of Beirut Medical Center, Sukleen, and Burger
King, among others.
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Foreign Direct Investments
The main economic sectors in Lebanon with the
greatest potential for foreign direct investment of
capital include: Tourism, business and financial
services, ventures in real estate field, computer science
and software, medical services, education, food
industry, industrial activities. Factors giving Lebanon a
strong position to face competition may be specified as
follows: living standard, availability of labour relevant
qualifications, access to regional markets, possibility of
establishing joint - ventures, possibilities to purchase
plots of land and properties, adequate transport
infrastructure; professional staff, access to local
markets, organisational environment, research and
development environment, political and economic
stability, IT infrastructure and communication, low
labour costs, international image of business
environment.
Investments in the tourism sector have been one of
the most important drivers behind Lebanon’s economic
growth. In 2012, capital investments to the Tourism
sector reached a total of €1 billion. Lebanon’s unique
features that extend from cultural to religious, business
and winter tourism have been attracting local as well
as foreign investors to exploit Lebanon’s diverse
opportunities.
Competitive Advantages
Leisure attractions: Lebanon has been cited by the
CNN and the New York Times as the number 1 city
in the world for its unique beaches and resorts, and
Beirut’s vibrant nightlife
Culture and religious tourism
A unique landscape: Lebanon is endowed with a
unique landscape and a natural heritage and a mild
climate that distinguish it from all the neighboring
countries
Human Resources: Lebanon’s educated and
multilingual workforce is one of the major strengths
of the tourism industry as people are trained to
assist and receive tourists with various cultural
backgrounds
Investment Incentives and climate: The investment
climate has been very favorable to foreign as well
as local investors, facilitated by increasing
government support to the sector. More
specifically, Investment Law No.360 provides
tourism related projects with generous incentives
ranging from tax exemptions, labor incentives and
other fiscal incentives.
One of the key sectors for investments is medical
tourism and more and more specifically projects that
capitalize on Lebanon’s health care body which is one
of the best in the world. Statistics show that Lebanon
has one of the highest ratio of beds to population (34
beds per 10,000 population compared to 72,000 in
France) and one of the highest ratio of doctors to
population (33 doctors per 10,000 compared to 37 in
France). Today Lebanon has an under-supply of
rehabilitation centers or post-surgery centers that
would provide long term care for specific cases. In
addition, Lebanon lacks wellness centres that could
capitalise on the weather as major asset.
Lebanon: FDI and partnership project announcements in tourism (2003-2013, ANIMA-MIPO)
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The 10 biggest Tourism FDI announcements since 2003 (source ANIMA-MIPO)
Investor Origin Date Project FDI (€m) Type
Al Sayer / Al Dhow Kuwait 2008
Levant Holding to relaunch its multi-billion
'Phoenicia village' project in Beirut, after two
years of pause due to Israel's military strike in
2006
1577 Greenfield
Gulf Finance Investment Saudi Arabia 2005 Creation of the Sannine Zenith winter sport
resort for 1.4 billion USD 1125.31 Greenfield
Al Nakheel United Arab
Emirates 2006
Launch in Beirut of the real estate project
'Dbayeh Waterfront City' amounting to USD
900m
725.81 Greenfield
Rusd Investment Bank Malaysia 2004 Works on Marina City Liban, a major real estate
project, are to start in early 2005 262.08 Greenfield
Al Habtoor Properties United Arab
Emirates 2004
Building of the Metropolitan City Center, a mall
and housing complex in Beirut 120.59 Greenfield
LMI - Landmark
International Kuwait 2005 Building of a 5-star hotel for USD149 million 119.8 Greenfield
Leisure Hill Iraq 2003 Investment in Sinbad's World (hotel and leisure
park) 119.34
Financial JV,
partial
acquisition
Kempinski Hotels Switzerland 2010
The hospitality chain to open in 2012 a new 5-
star hotel in Beirut's city centre, the
Summerland, with the support of an incentive
package from IDAL
110 Greenfield
Kingdom Beirut Saudi Arabia 2003 Opening of a Four Seasons Hotel 88.4 Greenfield
Four Seasons Canada 2009
The hospitality chain to open its first hotel in
Lebanon in Beirut, providing its customers 230
luxury rooms
80 Greenfield
FDI and partnership projects announced in Tourism (Source ANIMA-MIPO)
Origin of the FDI projects announced in Tourism (Source ANIMA-MIPO)
0
2
4
6
8
10
12
0
200
400
600
800
1000
1200
1400
1600
1800
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Invested amounts (€m) Number of FDI projects
Number of partnerships
1110
9
4
2 13
0
1
2
3
4
5
6
7
8
9
10
11
12
UAE Kuwait Saudi
Arabia
EU USA+
Canada
Other
Gulf
Other
countries
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Key Players
Government & Governmental organisation
Ministry of Tourism
The Ministry is entrusted with the following tasks:
Promoting tourism;
Regulating, coordinating, and monitoring tourism professions;
Regulating, coordinating, and monitoring private companies and associations working in the tourism
sector;
Promoting and executing tourism investment projects;
Developing archaeological and historical sites and museums for tourism purposes.
http://www.lebanon-
tourism.gov.lb/
Investment Development Authority of
Lebanon (IDAL)
IDAL is the national investment promotion agency that was established in 1994 with the aim of promoting Lebanon
as a key investment destination, and attracting, facilitating and retaining investments in the country. www.idal.com.lb
Main Professional organisations
Association of Travel And Tourist
Agents In Lebanon (ATTAL)
It’s the national body representing the travel and tourism industry. it speaks and acts for travel agents on the
Lebanese stage, as well as the regional and the international one http://www.attallb.com
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National Policies
Lebanon is keen to re-develop its tourism industry
and to revitalize its pre-war image as the playground
of the Middle East. As one of the more western
countries of the Middle East, Lebanon is one of the
closest to Europe. It offers major sporting activities
from snow skiing to water skiing and from pot-holing
to gambling, together with excellent facilities for
tourists. The archaeological sites of the country are
also legendary.
The Ministry’s objective is to create sustainable
tourism by promoting tourism products that support
social harmony, cultivating market segments that
respect and conserve Lebanon’s fragile environment
and provide a sustainable source of income that
benefits the diverse segments of Lebanon’s
population. The Ministry has recently presented some
new tourism laws to the Council of Ministers for
approval. These laws will facilitate and help attract
foreign investment in the Lebanese tourism sector.
Ecotourism forms the heart of Lebanese tourism
In recent years, alternative types of tourism and
recreational activities have grown in Lebanon. One of
these types of tourism is ecotourism, or nature
tourism, which has registered a significant increase in
the number of ecotourism providers.
Ecotourism is gaining more importance in terms of
tourist choices and Lebanon has strong assets with
many natural reserves, and a fabulous mix of forest,
mountain and hospitable people. The 2005-2008
period, characterised by instability, influenced
Lebanese travellers to discover the country’s natural
resources. During the same period, the Ministry of
Tourism adopted strong direct marketing campaigns
via the internet such as Lebanon-online, and involved
specialised travel agents, all of which underlined the
importance of ecotourism. In parallel, awareness of
the importance of natural resources was reinforced by
the establishment of protected natural reserves such
as Al Shouf Cedar reserve, Horsh Ehden, Afqa, Palm
Islands, Tannourine and Tyre Beach.
The 50-day campaign
As the civil war in Syria continues to takes its toll on
the economies of neighbouring countries, Lebanon’s
tourism ministry has launched a campaign of major
discounts to revive the tourism sector and lure back
visitors from Gulf countries. The 50-day campaign
started on January 8, 2013 and includes major
discounts on airline tickets and hotels, and reductions
at shopping centers. Lebanon’s minister of tourism,
Fady Abboud, said the campaign had already proven
to be a successful approach to reviving tourism. “For
sure, this is not a new campaign. If you remember 10
years ago, we had what we call Shopping Month. We
are doing it for 50 days with a new approach, and of
course this is a marketing tool. The results aren’t bad.
People are booking with the airline companies - not
all tickets are subject to a 50% discount, but there
THE LEBANON MOUNTAIN TRAIL
The Trail was initiated in 2007 and was funded by USAID.
The project involves environmental, economic and social
aspects that showcase Lebanon as a new destination for
eco tourism. It contributes to the preservation of the
natural heritage of Lebanon’s countryside; helps discover
villages marked by scenic settings and unrivalled traditions,
and at the same time supports nature reserve
management, covering three reserves: the Al Shouf Cedar
Reserve, the Ehden Cedar Reserve, and the Tannourine
Cedar Reserve. Extending from Qbaiyat in the north to
Marjaayoun in the south, the Trail covers a 400 kilometres
trek through pathways and rural tracks, going across more
than 70 mountain villages and towns. The project
contributes towards economic opportunities in villages and
creates jobs for their inhabitants. Hikers use the services of
local guides, stay in guesthouses owned by villagers and
purchase country products. To date, several guesthouses
have been established. The impact of the project on micro-
enterprises in the places it goes through and in the country
is significant. For example, at least 12 nature tour
operators have benefited from the project helping them
expand and market their services by training their staff in
trail management and eco-guiding, by promoting their
products and services on the project website and in a
guidebook and by increasing the pool of prospective local
guides that they may hire. The trail brings together
municipalities, micro-businesses, researchers, and donor
agencies, and cooperates with a dozen local festivals.
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are packages, so three or four days in a hotel with
very encouraging prices,” said Abboud. Many of
Lebanon’s shops, restaurants, and hotels
are.participating in the campaign to help attract more
tourists. Middle East Airlines, the national carrier, was
offering discounts of up to 50% on selected packages
for a 50-day period
The government-led discount campaign reflects how
the conflict in Syria has hurt tourism in Lebanon.
Visitor numbers are down about 18% from last year,
and by nearly 38% from 2010, according to research
by Byblos Bank.
Until the turmoil began next door Lebanon‘s
Mediterranean beaches, vibrant nightlife and
permissive lifestyle were pulling in tourists from Gulf
Arab states and elsewhere faster than the country
could develop the infrastructure to absorb them.
Despite the sporadic outbreaks of violence that have
plagued the country since the end of its own civil war
just over 20 years ago, Beirut was named one of the
world’s top travel destinations by the New York Times
in 2009. However, Syria’s uprising, which began in
2011, put an end to the party. “There are no
tourists,” says Paul Ariss, head of a local restaurant
owners syndicate. “I have been in the business for
the last 40 years – 2012 has been the worst,” he
says. According to him, although new restaurants
have opened, more than 40 have closed in greater
Beirut in 2012. Luxury hotel occupancy meanwhile
stalled at 56% in the first 10 months of the year
according to Ernst & Young, down from nearly 70%
in a similar period in 2010.
PLAN TO BOOST TOURISM FROM EASTERN EUROPE
The Ministry of Tourism will be working closely with
Russian and Ukrainian travel agencies to stimulate the
inflow of tourists from these countries.
The Middle East Airlines (MEA) has already agreed to
implement this strategy through increasing the number
of daily flights from Moscow to Beirut. Khaled Aridi,
Incoming Manager at Nakhal Travel, said: “The Eastern
European markets are highly active and have great
potential as tourists coming from these countries are
often from the upper social class and have a relatively
high purchasing power. They mainly stay in four and
five stars hotels, and spend in high-end stores”.
Incoming trips from Russia and Ukraine will increase as
long as the offers are attractive and the situation is
stable. Tourists from Ukraine and Russia seek mostly
beach holidays and nightlife, according to Mr. Aridi:
“This is why packages targeting these tourists must
include beach breaks and nightlife, along with visits to
natural reserves such as Jeita.” Discounted packages
(accommodation in a four-star hotel for a week) start at
$400. Visas are given upon arrival.
However, the number of tourists from these countries is
still minimal, and does not exceed 5% of the overall
tourists number. “Egypt, Dubai, Turkey, and Israel are
severe competitors when it comes to Eastern European
tourists,” Mr. Aridi said.
In line with this strategy, several tourist agencies have
been working on marketing local tourism through
regional agencies. “We have started working closely
with Turkish tourism agencies to include Beirut in their
tours as a must-visit city,” Mr. Aridi said.
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Selected Investment opportunities
The tourism sector in Lebanon is far from being
saturated. With an anticipated growth over the
coming years, the divers’ profile of incoming tourists
along the various attractions spread across all the
country, Lebanon provides investors with ample
opportunities across various niches of the tourism
industry.
Three and four stars hotels
With five star hotels considerably increasing in
numbers, significant opportunities exist for investors
in the three and four stars hospitality segments,
especially in North and South Regions where religious
and cultural sites make up for the main touristic
attractions.
Medical Tourism
Lebanon is expected to be increasingly important
engine of health tourism growth in the region with
local industry estimated at EUR 1 billion and
registering an average annual rate of 30% since
2009. Lebanon is seeking to attract more foreign
patients and become a leading center for health care
tourism in the region. Investment opportunities exist
in long term stay hospitals, and also in specialized
clinics as well as in health consultancy firms which
would handle the entire trip to a patient wishing to
receive treatment for a specific illness in a foreign
country.
Business and convention centres
Business and convention centres are centres of great
importance to the Lebanese economy as they are
increasingly backing up the upsurge in business
tourism. Very few large exhibition centres exist and
they are mainly concentrated in Beirut and Mount
Lebanon. Opportunities exist in large scale as well as
in small to medium scale centres.
MEDICAL TOURISM INITIATIVE – PUBLIC PRIVATE COOPERATION TO ATTRACT TOURISTS
The Ministry of Tourism (MoT) and the Ministry of Public
Health (MoPH) have launched an initiative to promote
medical tourism in the country. Players from both the
public and private sectors will collaborate to promote
medical services as a local touristic product.
The MoT and the MoPH recently formed a national
council for medical tourism, headed by Dr. Fawzi Odaimi,
President of the Arab Hospitals Federation and Director
of Notre Dame du Liban Hospital. The council will work
closely with private stakeholders to implement the
project.
Jean Abboud, President of the Association of Travel and
Tourist Agents (ATTAL), said the local market already
has strong fundamentals for attracting medical tourism:
“We have reputable medical institutions with renowned
competent physicians in all specialties.”
Travel agencies will start including medical briefs in their
brochures, featuring renowned local hospitals, with an
emphasis on services and price range. A tourist seeking
medical treatment is always accompanied by other
people, so offering them good hotel packages and tours
would be very attractive.
The initiative mainly targets visitors from the Arab world,
thus the packages will be tailored to this clientele. MoT
statistics in 2012 had shown that Iraqi citizens had the
highest share of Arab visitors. Sources from the Embassy
of Iraq said most visiting Iraqis were seeking medical
care and therapeutic services. “Iraqis used to go to
Damascus by land for medical treatment, but the Syrian
turmoil made them shift to Lebanon as their medical
destination.”
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Major Business Events
Bu
sin
ess
Even
ts
Mediterranean Tourism - MT-2013
Sector: Tourism
Number of editions: First edition
Organiser: University Goce Delchev - Stip - Faculty of Tourism and Business
Logistic - Gevgelia
Focus: Mediterranean Tourism - MT-2013 in Serbia is an international
conference which brings together academics and professionals in tourism.
Related topics: tourism, travel, entertainment, hotels, vacations, destinations,
tourism policy, SPA, cultural tourism, leisure.
Expected Participation: 1000 to 2000 attendees
Next event: 14-15 June 2013, Nis, Serbia
Information: www.euagenda.eu
Outdoor Lebanon 2013
Sector: Outdoor and sports industry
Number of editions: 2 (2012, 2013)
Organiser:
Focus: A unique event and platform for the growing outdoor and sports
industry in Lebanon. Prospects for the outdoor and sports industry in
Lebanon are highly promising and the sector is continuing to grow as interest
in a more active and healthy lifestyle increases.
2012 participation (organisers data): 20,000 visitors and hundreds of
exhibitors
Next event: 26 -30 June 2013, Beirut
Information: www.outdoorlebanon.com
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This guide is a Doing business toolkit dedicated to clusters, SMEs, or entrepreneurs
interested in developing business partnerships in the tourism sector in Lebanon. It provides
an overview of the main opportunities available for the private sector, as well as concrete
and useful data to those interested to go further.
It has been prepared by Fondation Sophia Antipolis under the EuroMed@Change Project, a
Preparatory Action initiated by the European Parliament and implemented by the European
Commission (DG Enterprise and Industry).
EuroMed@Change proposes new dynamics for SME and cluster internationalisation
between Europe and 4 targeted partner countries: Morocco, Tunisia, Egypt and Lebanon. It
is managed by four organisations from across Europe (ANIMA Investment network as
Project leader, the European Business Innovation Centre Network, INNO AG and the
Fondation Sophia Antipolis as partners) and it coordinates with more than 45 associated
regional business, finance and innovation networks.