Reaching the masses

Traditional marketing tools such as running videos on wellknown broadcasting platforms to promote the country have become outdated. Efforts from the private and public sector have focused on new promotional tools and initiatives to put the country on the touristic map.

SOCIAL INFLUENCERS

International bloggers and social influencers who visit the country are producing well made promotional videos. Travel Blog Tolt Around the World posted a video with a tongue-in-cheek title ‘Don’t go to Lebanon’, depicting the country’s nightlife, heritage, and cultural sites. It was produced with the support of ‘Visit Lebanon’, which is organized by the Ministry of Tourism (MoT), as well as Aigle Azur. The video has been seen by more than 282,000 viewers. The ministry has also, Director General of the MoT. The Ministry has launched a promotional campaign encouraging social media users, mainly youth, to post beautiful photos with the #Lebanontourism hashtag. “They were competing to post the most beautiful picture,” Sardouk said. The Ministry also partnered with local bloggers and social influencers to create promotional videos. Live Love Lebanon was the first example of that effort. The social media channel shares the best that Lebanon has to offer with a series of videos such as Rise Above Lebanon, and Live Love Beirut. Changes in the behavior of travelers and tourists have created the need to adopt new marketing tools. Travelers look for the ratings and reviews of service providers and hotels on online booking platforms such as , Trivago, and Tripadvisor. “Ratings and reviews give them a direct look at what tourists want,” Sardouk said. “We cannot rely anymore on traditional marketing tools,” she said.