FOR the first time in 16 years the Lebanese Ministry of Tourism is planning an advertising campaign to woo greater numbers of British tourists back to the country.
Lebanon’s presence at this year’s World Travel Market will also be bigger than ever with 26 delegates in attendance.
There is an upward trend of UK visitors to the country, with more than 22,000 Britons visiting Lebanon in 1998, an increase of over 4,000 on 1997, according to ministry of tourism figures. The continued rise has encouraged the tourist office to plan some trade press advertising in the near future.
Nasser Safieddine, the adviser to the Lebanese minister of tourism, said: “It was difficult before because of the political situation, but now we think the time has come”.
The advertising campaign, ‘Lebanon Facts and Figures,’ will be run in conjunction with several agents and tour operators and will be purely informative.
Safieddine said:”European media tends to be biased to the Middle East. It doesn’t reflect what’s going on here, we want to inform, it’s not an easy job but we’re not in a rush.”
In the past the tourist office has concentrated its marketing efforts on the Arab world which accounts for around 50% of all visitors to Lebanon. The second biggest market is Europe, with 23% of the total arrivals in August 1999, although French, German and Italian visitors outstrip British tourists.
The largest number of UK visitors – around 50% are cultural tourists – are drawn by Lebanon’s great historical sights such as Baalbek, said Safieddine.
Business visitors account for 25% of the total while the remaining 25% are Lebanese nationals living in Britain.
“People come for many reasons – the culture, exhibitions, the wineries, the casino.We’ve got wonderful food, a great climate and the sea. It’s a good place for conferences too, especially in the off-peak season,” said Safieddine.
Lebanon is also working with Syria and Jordan to make it easier for people to visit all three countries in one trip. “We’re looking at ways of cutting the red tape. The proximity and cultural heritage means that people want to see all three countries and we’re responding to private-sector requests,” he added.
Lebanon
Visa: three-month tourist visa available on arrival for $17.
Language: Arabic and French. English is widely spoken in tourist destinations.
Currency: the Lebanese lira, also known as the Lebanese pound. A £1 is worth around LL2,400. You can also pay in US dollars everywhere.
Cuisine: Lebanese cuisine is delicious, combining the best of the Arab world with a hint of French. A mezze is a mix of hot and cold starters which are often substantial enough for a light meal – they include tabouleh (a salad of cracked wheat, parsley, onions and tomatoes), vine leaves, fatayer (meat-stuffed pastry parcels) and dips. Various types of kebabs and grilled fish are popular main courses.
Airlines: British Airways operates daily direct services between Heathrow and Beirut with additional flights on Saturdays and Sundays. Lebanese flag carrier Middle East Airlines operates a daily direct service between Heathrow and Beirut.
Climate: the coastal area has hot Mediterranean summers and cool, rainy winters. The mountains have an alpine climate with hot but breezy summers and heavy snow in winter. The Bekaa Valley has hot, dry summers and cold, dry winters.
Sample operators: Abercrombie and Kent, Cox and Kings, Imaginative Traveller, Prospect Tours, Bales.
Sample package: Cox and Kings’ six-day Highlights of Lebanon leads in at £695 next year. The deal includes flights with British Airways, a mix of four and five-star accommodation and breakfast.
Hotels: Beirut has a range of hotels from backpacker standard to luxury, including the five-star Al Bustan Hotel, set in hills overlooking Beirut.
Information: Lebanon Tourist Office on 020-7409 2031.