Lebanon is once again tackling a downturn largely due to crises in its neighbouring countries. However, shoots of optimism are sprouting as the country looks to its once-buoyant tourism industry to regain economic strength

Lebanon has taken a battering since 2010, when tourism accounted for a fifth of the country’s economic output, and was seen as a potential route towards recovery following years of political unrest.

However, with a recent eruption of civil war in a neighbouring territory, Lebanon was plunged again into uncertainty. Saying this, the country is resilient, and optimism abounds in the hotel industry, where figures slowly, but surely, improved throughout 2014.

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STR Global’s November 2014 year-to-date data shows Lebanon increased its occupancy by 3.3% to 49% for the month. While still a relatively low figure compared to two years prior, when occupancy was around 55% to 65%, “Beirut as a market seems to be recovering,” the report continues. It goes on to say that the situation is still “fragile and needs to be monitored”, but that the city is “hugely desirable” across the Middle East.

Certainly June can be picked out as a strong month for the country in 2014. An occupancy rate of 62.2% was achieved, driving substantial revenue per available room growth from US $85.16 in May, to $102.65 in June. And from August 2014, the market achieved double-digit RevPAR growth by month until November 2014.

One hotel group that has posted above-average figures is Rotana, whose area vice president Jordan, Kuwait, Lebanon and Qatar, Joseph Coubat reveals that throughout 2014, occupancy was at an average rate of 82% at Raouché Arjaan by Rotana, and 85% at Gefinor Rotana to date.

He adds that the majority of guests were mainly from Syria, Jordan, Iraq, United Arab Emirates, Saudi Arabia, Italy and France, in addition to Lebanese expats.

“We have high hopes of welcoming more and more travellers from GCC countries, and the influx of visitors started in May 2014, when a clear increase in the number of GCC tourists was recorded at our hotels in Lebanon,” he continues.

“We also aim to target new markets through our global sales offices located in Abu Dhabi, Dubai, China, Germany, India, Kuwait, Russia, Saudi Arabia and the UK, because we are maintaining the quality of our services and standards that Rotana is renowned for.”

While there have been positive experiences, such as that reported by Coubat, most hotels have seen performance in keeping with the trends highlighted in STR Global’s November 2014 report, with low occupancy in Q1, followed by improved performance in Q2, Q3 and Q4.

Kosta Kourotsidis, general manager ,Radisson Blu Martinez Hotel, Beirut says Q4 of 2014 “was very poor in terms of business in major hotels in Lebanon”.

“Beirut bounced back starting from the second semester of 2014 and we noticed an increase in hotel occupancy due to the stability of the overall situation in the country,” he adds.

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