Bringing back the glory days in Lebanon

Lebanon’s rich heritage and varied landscape means that Beirut is fast emerging as the MICE destination to watch. Great News reviews the new appeal of this overshadowed destination.

Rich in heritage, architecture and intellect, Beirut’s re-emergence as the playground of the Middle East has been highly publicised in the international press of late. Much has been made of the city’s efforts to recreate its legendary destination status as it finally escapes the shadows of the brutal civil war, which ended over 15 years ago. Despite the city’s obvious charms and alluring history, it has taken some time for international tourists to return to Lebanon in the same numbers as the glorious pre-war days of 1974. “Figures released by the Ministry of Tourism show that incoming tourists stood at 1.28 million in 2004, of which 26.5% were Europeans, representing an increase of 26% over 2003,” says Michel Perret, General Manager of the five-star Mövenpick Hotel & Resort Beirut. While many travellers come to enjoy the leisure-oriented attractions, more visitors are also being drawn from the meeting and incentive travel sector. “We are seeing positive demand from European planners and incentive houses,” confirms Perret. “Our appeal is also stretching to the US, South America and Asia.”

So, what does Beirut have to offer to the overseas business, meeting and incentive market? “Compared to many other cities in the region, which have one main attraction, Lebanon is truly multi-faceted, providing culture, history, archaeology, mountains, Mediterranean-type beaches, gourmet cuisine, nightlife and shopping,” says Habib Bassoul, Owner Representative of Hotel Al Bustan, a luxury property appealing to discerning business travellers and conference groups. “If you come on business, your family can also enjoy a full programme of cultural and leisure activities.”

Certainly, Lebanon’s compact size means that groups can discover its array of attractions from one base in Beirut. “Activities abound in this diverse country – spread over a small land mass – bringing most adventure within just an hour or two’s reach; from skiing in the winter, trekking and climbing in the summer, to parasailing, quad biking and four-wheel driving,” says Lebanon MICE, a publication produced by Nicholas Publishing.

“A truly multi-faceted destination, offering cuisine, shopping, culture and nightlife”

According to Mövenpick’s Director of Sales & Marketing Mira Hawa, it is a potent mix of originality, accessibility and hospitality that is heightening interest. “The end user is looking for an untapped destination, rather than ‘been there, done that’ locations,” she says. Adds Bassoul: “Lebanon has multi-cultural, multi-lingual people who are renowned for their hospitality.”

Many European cities are within a three-hour flight of Beirut, with visitors arriving at a modern, award-winning international airport. This accessibility means that groups can combine a two- or three-day conference itinerary with a two-day leisure package.

Just as important, Beirut’s conference and meeting facilities have been seriously upgraded. “At Hotel Al Bustan, we have very modern and multi-purpose meeting and conference rooms, including a 486-seat auditorium equipped with simultaneous translation into six languages and the latest technological features” says Bassoul. “Add private gardens and a heated swimming pool, and we have the ingredients to make any programme a success.” Meanwhile, at the Mövenpick, groups have access to 10 multi-purpose function rooms catering for meetings of eight people to residential conferences for up to 350 and galas for up to 1,200 guests. Two dedicated conference floors are complemented by resort-type facilities. To complete the agenda, tailored programmes can be arranged for groups, ranging from historical tours to wine tasting, from rafting to skiing. For those who wish to remain in the city, Beirut’s central district offers vibrant restaurants, bars, boutiques and architecture. Lebanon has emerged as an enticing prospect in the MICE sector but challenges do remain. “There is still our past and negative press,” notes Perret. “But we provide five-star accommodation, sophisticated dining and visits to cultural sites in a safe environment, at prices that represent great value for money compared to Europe.”