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The Tourism Cluster
Since 2003, Lebanon’s tourism industry has been witnessing a rebirth, characterized by impressive annual growth in tourist arrivals and revenues. SRI’s USAID-funded activities are focusing on stimulating rural tourism by supporting local tour operators and facilities, creating domestic awareness of the hidden attractions of rural Lebanon, and adding value to international marketing initiatives.
SRI is engaged in three key activities to promote growth and development of the tourism sector: training, product development, and marketing domestically and internationally.
Training
In 2004 and 2005, SRI is working with nine Lebanese
hospitality schools to expand the delivery of AHLA-EI
(American Hotel and Lodging Association – Educational
Institute) training and certification. From November
2003–April 2004, ten training sessions were conducted in
several regions throughout Lebanon. More than 100 applicants
passed the CHDT (Certified Hospitality Department Trainer)
exam. They are now qualified to provide hospitality skills
training to other hospitality workers, and greatly
increasing the training multiplier.
Product Development
This year, additional focus on product development increased public awareness and access to information about the wide range of tourism activities available in Lebanon. SRI, working with INMA, the Ministry of Tourism, the municipalities, and private tour operators, have improved the quality and dissemination of information about tourism in Lebanon These products include.
Promenade and Archaeological brochures. This year, SRI’s partner,
Inma, undertook a major initiative supported by the USAID-funded
Expanding Economic Opportunities Project to develop a series
of archaeological brochures with site maps for six major
tourist sites: Sidon, Tyre, Beiteddine, Baalbeck, Tripoli
and Batroun
National Tourism Website. Adopted by the Lebanese
Ministry of Tourism as its official tourism website, http://www.DestinationLebanon.com.
organizes attractions by themes and regions, includes a
searchable database of hotel directories, alternative
lodging and restaurants, maps, and features useful travel
information.
Top
Site Enhancement Projects. Small infrastructure
projects are being undertaken in the seven national Nature
Reserves in Lebanon. Working in collaboration with the
Ministry of Environment and being implemented by INMA, these
projects will be completed in 2005 information centers,
trails, signs, boardwalk, and toilets
Marketing.
Domestic marketing
Marketing initiatives are intended to promote Lebanon in
local, regional and international markets. 2004 and 2005
have witnessed a broad expansion of these marketing
activities:
September
2004. SRI and INMA launched the
Promenade brochures, the Archeological Promenade and the
Discover Lebanon Tour program. This event gathered
representatives of all municipalities throughout Lebanon and
was attended by the Director General of the Ministry of
Tourism, the Ambassador of the U.S to Lebanon and the USAID
Lebanon Mission Director
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“Discover
Lebanon” tour program. SRI
started a new “Discover Lebanon” tour program that
promotes different ways to enjoy Lebanon’s rural areas.
Discover Lebanon offers organized daily and one day or
several days tours presented by activity type and
region.
Discover Lebanon is a
collaborative marketing effort between Lebanese tour
operators and SRI, supported by the Ministry of Tourism and
funded by USAID.2 brochures booklets (fall 2004, and winter
2004-5) have been produced and widely distributed, with
support form promotional flyers, posters, and a complete
searchable section on the website.
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“Discover
Lebanon” tour program. SRI
started a new “Discover Lebanon” tour program that
promotes different ways to enjoy Lebanon’s rural areas.
Discover Lebanon offers organized daily and one day or
several days tours presented by activity type and
region.
Regional/international marketing:
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Tourism trade show.
SRI coordinated a Lebanon booth at the World Travel
Market trade show in London (November 2003) with the
goal of promoting Lebanon as a tourist destination
internationally, as well as raising the profile of
Lebanese tour operators specializing in eco-tourism and
adventure tourism in Lebanon’s rural areas. SRI
developed a 28-page color Hidden Lebanon brochure
listing Lebanon’s ecotour operators and highlighting
themed itineraries as promotional materials.
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Travel articles
promoting Lebanon.
SRI worked with professional travel writers to publish
travel articles on Lebanon that have been published in
magazines such as the Middle East Travel and Cedar
Wings. Cedar Wings, the magazine of Middle East
Airlines, has generously dedicated a regular section (
at least five pages) for promoting “ Discover Lebanon”
program
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