Lebanon is launching a new, ambitious strategy to promote rural tourism.
“We need to begin marketing not just the country – but destinations within Lebanon,” said tourism minister Michel Pharaon at an event launching the rural tourism strategy for Lebanon.
“This project highlights all of Lebanon, incredible beauty of the land and its people.” The United States Agency for International Development-funded project was recently unveiled at Deir al-Qalaa in Beit Mery.
The strategy aims to develop and market Lebanon’s vast tourism potential outside of its urban areas.
“Lebanon now has a clear action plan to further unlock the great economic potential of rural tourism,” said Anne Patterson, acting mission director at USAID, “and to further assert Lebanon’s image as a major tourism destination.”
The 50-plus page plan unveiled is only a first draft, with a one-month comment period open for tourism operators and general public to review and make suggestions before the five-year strategy is officially endorsed by the Tourism Ministry.
The plan touches upon a diverse range of topics – from marketing existing destinations and developing new attractions to improving regulations and strengthening environmental and cultural conservation efforts – the strategy takes a long-term view at building a culture of rural tourism among the Lebanese.
The new initiative comes as Lebanon is suffering a tourism slump, with regional strife and domestic security incidents. The developers of the new rural tourism strategy suggest this is a perfect time to work on developing the industry.
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