LEBANON has more than cedar trees to offer tourists – intensive nationwide rebranding initiatives will help transform it into one of the world’s premier tourist and business destinations, according to a branding expert.
Ibrahim Lahoud, director of strategy and brand communication, BrandCentral, a strategy and design consultancy, believes the government and the business sector need to take advantage of new developments to collaborate in creating fresher images for the brand Lebanon.
Lahoud felt that there were gaps in the promotion of the country, particularly when it came to promoting tourism, saying that many foreigners were still unaware that “Lebanon has so much more to offer than its cedar trees”.
A key measure to enhance the branding of Lebanon as a business destination according to Lahoud is to create dedicated districts that cater to various business and technological pursuits such as IT parks, banking and financial centres, and other business-centric development projects.
Prominent public figures such as singers and actors could also serve as brand ambassadors of Lebanon.
“Lebanon is one of the rare success stories of the global financial crisis,” said Lahoud. “Branding efforts focusing on its unique geography and way of life have opened up numerous opportunities in growth areas such as tourism, banking and construction, which continue to generate substantial capital from internal and external investors.”
“Another important milestone that underscores the importance of branding strategies is the recent top-ranking performance of Beirut in an exclusive list of places to go in 2009, which has certainly boosted Lebanon’s image as a leading leisure, lifestyle and business destination,” he added.
“Furthermore, it is critically important to maintain the momentum generated by the country as a tourist hotspot and a safe and secure business destination,” Lahoud said.
“As such, there is an urgent need to develop more specific branding ideas and strategies that will further excite the world over the positive transformation of Lebanon. Although the Lebanese economy has gained so much this year, it is important to remember that competition remains tough as ever with other international travel and business destinations likewise aiming to improve their own stake in the global market.”
The Lebanese economy expects a gross domestic product (GDP) growth of three per cent in 2009 and four per cent in 2010, according to the latest issue of the International Monetary Fund’s bi-annual World Economic Outlook, although Lahoud noted that the Lebanese government expects a six per cent growth this year.