International Marketing Strategy and Action Plan for Lebanon Business Linkages Initiative (USAID) Lebanon

International Marketing Strategy and Action Plan for Lebanon Business Linkages Initiative (USAID)

What

The Lebanon Business Linkages Initiative (LBLI) aimed to spread the benefits of tourism beyond Beirut by assisting tourism businesses with market and product development. This was in response to the concentration of tourism primarily in and around Beirut, which resulted in much of the country being excluded from the positive impact of tourism, which contributes over 30% to GDP. 

Conducted a detailed assessment of international market demand for tourism opportunities in Lebanon, which included discussions with tour operators at the World Travel Market in London. We also developed and conducted online surveys of suppliers in Lebanon. The surveys coincided with the Arab World Travel and Tourism Exhibit in Beirut in which 50 Lebanese companies exhibited.

Activities & Services:

  • Conducted first online surveys for Lebanese tourism suppliers and travelers to Lebanon.
  • Conducted SWOT and value chain analysis of the tourism sector, as well as individual plans and operations of companies.
  • Assisted tour operators and travel agencies in Beirut by facilitating the development of new marketing strategies and business plans, with a particular focus on online marketing, especially through social media channels.
  • Supported the creation of new tourism products based on a two-year sector strategy formulated by the Beyond Beirut committee. These product recommendations encompass adventure travel, eco-tourism, cultural tourism, and the meetings market.
  • Carried out a comprehensive assessment of international market demand for tourism opportunities in Lebanon.
  • Assisted with tour operator marketing during the World Travel Market in London.

Results:

As a key outcome of their efforts, the initiative successfully established the organization Beyond Beirut, along with a dedicated website and corresponding publication. These achievements have played a crucial role in expanding tourism opportunities and fostering economic growth in regions outside of Beirut. Specific results include: 

  • Expanded market access through business linkages
  • Improved access to finance and other supporting markets
  • Solutions to address constraints to growth in the tourism industry, especially among small and medium-sized enterprises.
  • Expanded international media coverage.