We were thinking about a pressing challenge in the situation we are in now: if Lebanon is perceived as a tourist destination. Potential tourists/visitors to Lebanon always have something stopping them from visiting Lebanon, especially those who do not know much about it and have not visited it before.

These perceptions were highly influenced by the way the media portrays Lebanon with all its economic and political instabilities. We questioned what we could do to change this narrative, and how could we shift people’s perceptions of what Lebanon is to influence them to travel to this country full of rich culture and breathtaking landscapes.

The graph above shows the change in Lebanon’s GDP over the years, indicating a sudden fall after 2019. In the economic situation which we are currently in, Lebanon needs something to help revitalize this situation and help it grow again. For that reason, we launched a program to revitalize the Lebanese economy through tourism enhancement.

We analyzed several sources of data and came up with the visualization under. The visualization indicates there is a direct correlation between Lebanon’s GDP and tourism receipts. Up till 2018 and 2019 (shaded 1), we see Lebanon’s GDP and tourism receipts both at their highest points. After those years, we see a sudden drop in 2020 in both indicators (shaded 2).

For this reason, we did the following:

We invited travel bloggers, and social media influencers from around the world and we specifically targeted those with a large amount of following and influence. The goal of this was not to bring them so that they could showcase Lebanon to their following base. The goal behind this was to immerse them in the Lebanese culture and the activities and experiences they will cherish from being in Lebanon. That way, what they share with their audience is authentic, and true to the emotions they felt.

We also targeted other areas of improvement which were important for the success of the project. Those are regarding: infrastructure, marketing, and local community involvement. We coordinated with municipalities, as well as local businesses to ensure that all our key points are addressed to enhance the tourist experience in our country. We think that our concentrated efforts to enhance the tourism experience and actively include local communities are what will be responsible for revitalizing the Lebanese economy in the right direction again. In addition to stimulating the travel and tourism industry, our project will potentially have a positive knock-on effect on the whole economy, generating jobs and encouraging sustainable growth.