Tourism campaign targets expats

Tailored packages attract
young emigrants

The Ministry of Tourism (MoT) is launching a tourism strategy aimed at attracting young tourists and third-generation expats abroad. Special attention will be given to countries that have high rates of expats such as Brazil. Tourism packages will be tailored to different categories and interests.

Nada Sardouk, Director General of the MoT, said: “We have worked on a strategy to optimize tourism in the country.” The strategy involves three levels: Promoting the country through travel packages, which was launched in the ‘Live, Love Lebanon’ campaign, developing rural tourism launched in July, and finally reaching out to expats.

The strategy of targetting expatriates will be developed in collaboration with the Ministry of Foreign Affairs (MoFA). “We are currently preparing to launch a study that will reveal the situation of expatriates and their locations.”

According to Sardouk, social media and online tools will play a big role in promoting the country. “Our aim is to attract expats and provide them with the required information and guidance.”

Civil society and municipalities will be major contributors. Sardouk said that the Union of Municipalities of Jezzine has already started a plan in this direction, creating a web and app navigation system showing visitors how to move across its regions.