{"id":114780,"date":"2026-05-04T00:00:00","date_gmt":"2026-05-04T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/menaplus\/?p=114780"},"modified":"2026-05-04T06:35:23","modified_gmt":"2026-05-04T06:35:23","slug":"lebanons-tourism-industry-is-holding-the-line-with-a-narrow-window-to-rescue-the-season","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/menaplus\/2026\/05\/04\/lebanons-tourism-industry-is-holding-the-line-with-a-narrow-window-to-rescue-the-season\/","title":{"rendered":"Lebanon\u2019s tourism industry is holding the line with a narrow window to rescue the season"},"content":{"rendered":"

Lebanon\u2019s fragile tourism industry is hoping for summer season salvation:<\/strong> With a ceasefire (mostly) in place and air traffic gradually resuming, an early uptick in bookings have given tourism industry players a narrow window to rescue what they can of this year\u2019s peak season. With the industry\u2019s summer typically starting in mid-June and peaking in July and August, the next few weeks will be decisive.<\/p>\n

\u201cThere\u2019s still a chance to catch up with part of the summer season<\/strong>\u2026 It won\u2019t be a normal summer \u2014 demand won\u2019t return to previous standards or be enough for all hotels, but if conditions calm, the season won\u2019t be lost entirely,\u201d Cynthia Flouty, director of operations at M\u00f6venpick Beirut, tells EnterpriseAM.<\/p>\n

Early green shoots:<\/strong> Bookings have started to recover since the ceasefire came into effect last month, our sources tell us, albeit weakly and from a low base. \u201cBefore the conflict, we were averaging 70-80 bookings a day,\u201d Flouty says, with that number dropping to just one or two during the war. \u201cMost visitors now are Lebanese nationals living abroad, coming to check on their families or properties \u2014 and they\u2019re not staying long,\u201d she adds. <\/p>\n

The full resumption of air travel is going to be a critical signal of the return to normalcy<\/strong>, Flouty tells us. \u201cAs soon as flights start resuming, it sends a positive signal, security-wise \u2014 especially for Lebanese nationals living abroad; and that\u2019s usually enough to bring people back,\u201d she says. \u201cIt doesn\u2019t mean a full recovery overnight, but it reflects some positivity.\u201d<\/p>\n

Background:<\/strong> A handful of airlines, including Emirates, EgyptAir, Air Arabia, and Qatar Airways have resumed service<\/a> to Beirut in the past few weeks, with plans to increase flight frequency if the ceasefire holds and demand picks up. <\/p>\n

The survival playbook <\/p>\n

For now, travel and tourism players are looking to keep their head above water by <\/strong>leaning on specific segments of travelers.<\/strong> The survival playbook also entails holding onto staff at almost any cost to avoid setting themselves up for failure down the road when demand picks up once again. <\/p>\n

Niche demand to keep the lights on:<\/strong> \u201cWe\u2019re now relying on journalists working for international outlets who stay in the hotel to cover the conflict, along with UN and NGO personnel, to stay afloat,\u201d Flouty says. For other five-star hotels, demand is coming from embassy staff, airline crews, and corporate employees. That narrow band of travelers that\u2019s keeping higher-tier hospitality afloat is nowhere near enough to cover the costs, but it\u2019s keeping doors open. \u201cThese segments account for only around 20% of what would normally be full occupancy during a peak season, which hardly keeps the business going,\u201d Flouty explains. <\/p>\n

Mid-tier hotels, meanwhile, have an unexpected buffer. <\/strong>\u201cThree-and four-star hotels are holding up better \u2014 they host displaced families coming from the south,\u201d Alin Ghanem, managing director of Beirut-based travel agency Exclusive Services Group, tells EnterpriseAM. \u201cOnly around 5% of displaced people are staying in five-star hotels like M\u00f6venpick or Le Royal. Anyone who can afford USD 150-200 a night usually opts to rent an apartment for longer stays\u2026 That\u2019s why high-end hotels are taking the biggest hit. Stays are short. A journalist might come in for a day or two, then leave,\u201d she adds.<\/p>\n

DATA POINT- <\/strong>Beirut occupancy rates are currently in the range of 7-10%, occasionally edging up to around 12%, according to data picked up in the local media<\/a> from Pierre Achkar, head of the Hotel Owners Association. <\/p>\n

Businesses are also leaning on short-term expat and regional demand<\/strong>, which can move faster than international interest. Initial visitor flows are expected to originate from nearby regional markets \u2014 particularly Iraq, Qatar, Kuwait, Jordan, and Egypt \u2014 where proximity and flexible travel patterns traditionally support last-minute bookings. \u201cWe\u2019re hoping Eid Al Adha will help offset some losses. We\u2019re offering flexible terms \u2014 free cancellations, refunds, last-minute payments \u2014 otherwise people simply won\u2019t book visits,\u201d Ghanem says.<\/p>\n

European tourists are a write-off \u2014 at least for now<\/strong>, our sources say. They tend to plan ahead, and a fragile ceasefire isn\u2019t enough to anchor their travel plans. <\/p>\n

And even as things are looking very stop-and-go, industry players are doing their best to <\/strong>stave off staffing cuts<\/strong>, which would gut the sector\u2019s ability to scale back up when demand returns. \u201cFor now, layoffs remain limited, but many hotels are cutting costs by putting staff on unpaid leave for a week or so every month. It\u2019s a way to reduce cost without losing people,\u201d Flouty says.<\/p>\n

Avoiding layoffs is both an act of self-preservation and an important move for the <\/strong>country\u2019s economy as a whole<\/strong>, as some 20% of Lebanon\u2019s workforce is employed in the travel and tourism industry. \u201cLaying off skilled personnel isn\u2019t easy here. Once demand picks up again, it can take months to replace them, and the sector is already facing a shortage of experienced personnel, as many leave the country whenever conditions deteriorate,\u201d Flouty tells us.<\/p>\n

But holding on comes at a cost.<\/strong> \u201cThe longer this drags on, the harder it gets. Everyone is absorbing the costs, but there\u2019s a limit to how much each hotel can bear,\u201d she adds.<\/p>\n

\n

Gazing into the crystal ball<\/p>\n

\u201cA clear and lasting ceasefire in the coming weeks could still rescue the summer season, <\/strong>but it\u2019s unlikely to match previous levels<\/strong>, especially with elevated airfares,\u201d Nassib Ghobril, chief economist at Byblos Bank, tells EnterpriseAM. \u201cIf volatility persists, the peak months will take a direct hit\u2026 Those with dates in June have already been postponed or canceled, while others later in the season are still waiting after paying deposits and securing flights and hotels,\u201d he added. <\/p>\n

Either way, some segments are already lost.<\/strong> Anything that needs planning lead time is essentially written off for the rest of the year. \u201cOne early sign: no major festivals, cultural or artistic, have been announced yet, even though planning would normally be underway by now,\u201d Ghobril adds. <\/p>\n

\u201cAs long as the ceasefire remains fragile, we can\u2019t operate or market properly.<\/strong> And ins. is a major barrier \u2014 no company will cover travelers heading into a war zone,\u201d Ghanem said.<\/p>\n

\n

Why the stakes are high<\/p>\n

While tourism is a natural victim of conflict, Lebanon\u2019s tourism industry entered the <\/strong>crisis with no buffer left.<\/strong> \u201cTourism is always the first sector to take a hit when the security situation deteriorates,\u201d Ghobril says. Tourism and hospitality players in Lebanon are well-accustomed to stop-start cycles, but the last few years have layered repeat crises from a mix of internal dysfunction and repeated attacks from Israel, leaving businesses with no breathing room for recovery. <\/p>\n

Lebanese tourism hinges on momentum \u2014 one season feeding into the next<\/strong>, from the year-end holidays into a spring build-up ahead of the summer peak. This year, that sequence broke, disrupting not just leisure travel but the wider web of demand \u2014 from expatriate weddings and family reunions to conferences, exhibitions, and festivals. <\/p>\n

The regional scope of the disruptions also makes it harder for Lebanon. <\/strong>\u201cIn the past, conflicts were more contained, and once they ended, we would see a quick rebound, particularly from Gulf visitors in Qatar and Kuwait. Now, the disruption is regional \u2014 and Gulf markets themselves are affected, which makes the recovery much more uncertain,\u201d Flouty says. Gulf-based travelers, whether Lebanese expatriates or GCC nationals, constitute a good chunk of the hospitality economy\u2019s customer base in Lebanon, we are told.<\/p>\n

The downturn is rippling across the entire industry<\/strong> \u2014 hitting not just hotels, but the wider network of businesses that depend on visitor spending: restaurants, nightlife, taxis, and tourist sites are all suffering. <\/p>\n

Tourism and remittances are Lebanon\u2019s primary engines of growth and FX liquidity.<\/strong> With the collapse of tourism and an ongoing banking crisis, the impact ripples across the economy \u2014 with the Institute of International Finance (IIF) describing<\/a> the sector\u2019s woes as the \u201cprimary driver\u201d of a forecasted GDP contraction of 12-16%. <\/p>\n

BY THE NUMBERS: <\/strong>Tourism revenues have averaged around USD 6 bn annually between 2002 and 2024, before slipping to roughly USD 4.7 bn in 2025. If you think that was a sharp drop, wait until you see the 2026 data in a few months. <\/p>\n","protected":false},"excerpt":{"rendered":"

Despite record-low occupancies, business owners are resisting layoffs to avoid a permanent brain drain of hospitality 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