Tourism Minister: Lebanon Has Decided to Reconnect with the World

A broad meeting was held at the Presidential Palace, convened by Tourism Minister Laura Lohoud under the title: "Tourism: Engine for Recovery, Restoring Confidence, and Investment," hosted by Prime Minister Dr. Najib Mikati and attended by him, in the context of the visit of the UNWTO Secretary-General Sheikha Al Nuaimi to Lebanon.

Participants included Mrs. Sahr Baezari, wife of President Mikati; Deputy Prime Minister Dr. Tarek Metri; ministers: Tourism Laura Lohoud, Culture Ghassan Salamé, Social Affairs Hnin Sidahmed, Industry Joue Khouri, Displaced Persons and Technology & Artificial Intelligence Kamil Shehadeh, Youth and Sports Nora Berkeparian, Member of Parliament Fared Boustani, General Secretary of the Council of Ministers Judge Mahmoud Mekki, and ambassadors from: Saudi Arabia, the United Arab Emirates, the United Kingdom, Mexico, Italy, the UN Resident Coordinator Omaran Riza, the UNDP Representative Blerta Ylko, Lebanon’s Ambassador to UNESCO Hind Droubi, Nora Jumblatt, presidents and members of tourism sector unions and associations, representatives from economic, cultural, media institutions, and professionals in the tourism sector.

The national anthem was performed, followed by an introduction of the event by journalist Ghada Abu Akel.

Minister of Tourism

Minister Laura Lohoud delivered the following speech: "Welcome to this gathering we envisioned as a space to discuss the future of tourism in Lebanon, at a moment surpassing the boundaries of the sector itself. In recent months, we have clearly seen how quickly tourism responds to shifts in confidence levels. A positive news story changes the mood. A sign of stability turns into bookings. A decision lifting travel restrictions revives stalled movement. And we witnessed the reverse path with equal speed during the war: travel delays, canceled reservations, declining investment, and the paralysis of institutions built on minimal stability. This message is vital for the entire state. Peace and stability are the foundational infrastructure for tourism. Behind them come airports, roads, hotels, tourist sites, and promotion. When a tourist chooses Lebanon, they implicitly express trust in it: in security, governance, laws, and service quality. This places tourism at the heart of the project to restore the state, making the sector's success directly tied to the success of reform."

She added: "Months ago, we spoke about restoring confidence as an aspiration and goal. Today, we are beginning to see tangible results. Last month, airport activity returned to figures approaching those of July 2025. The United Arab Emirates kindly lifted travel restrictions for its citizens to Lebanon. During President General Joseph Aoun’s visit to Washington, the principle of resuming direct flights between Lebanon and the United States after more than four decades was confirmed. Confidence also requires details and practical steps. At the Ministry of Tourism and across government, we have worked on files that do not always receive media attention but directly impact the sector’s ability to grow. Relevant ministries and agencies have improved and enhanced services at airports and strengthened passenger security. We launched digital tools to facilitate access to tourism information, discovery of regions and activities, and began integrating artificial intelligence into their delivery. Within the ministry, we have started digitizing documents and procedures and reviewing legal and regulatory texts, collaborating with universities, the private sector, and youth from diverse disciplines. Parallelly, we have worked on updating our vision of the Lebanese tourism product and linking tourism to agriculture, craftsmanship, culture, health, sports, festivals, cuisine, and creative industries. It is precisely for this reason that we wanted today’s participation to be so diverse. Our long-term vision rests on strengthening ties between tourism and all economic sectors, distributing economic activity across regions, simplifying regulation, and investing in quality and skills. This is a comprehensive workshop requiring time, continuity, and accountability. The state must provide stability, law, infrastructure, faster and more transparent public administration, and an enabling environment for investment. The private sector must invest in quality, employees, and innovation, and uphold the standards that made Lebanese hospitality renowned. Local communities must protect their resources, nature, and heritage, and transform them into sustainable economic value."

She continued: "Madam Secretary-General, welcome today both from an institutional standpoint and personally. I know your distinguished family’s legacy in business, especially in tourism, before assuming this role. This week, you arrive in Beirut as Secretary-General of the organization, the first woman and first Arab to lead it since its founding. You come to this responsibility with extensive experience in the private sector and from a country that deeply understands the economic value of stability, openness, and global connectivity. Your visit to Lebanon carries a message we highly value: Lebanon deserves to remain present on the global tourism map, and its partners are ready to work with it in this recovery phase. We want this visit to become a joint effort: in tourism data, capacity building, digital transformation, destination management, sustainable tourism, and broader outreach to investors and international partners."

She concluded: "Lebanon has decided to reconnect with the world, and to overcome everything that has hindered its development, sovereignty, and quality of life—no matter what ideological names or regional justifications these obstacles may bear. Madam Secretary-General Sheikha Al Nuaimi, welcome to Lebanon. Welcome to everyone who has chosen to be a partner in this new phase and this new opportunity."

Sheikha Al Nuaimi

Journalist Jawad Frashkh moderated a dialogue with Sheikha Al Nuaimi, who spoke about her visit to Lebanon, saying: "I was accompanied by colleagues from other international organizations during this visit. The Arab Organization for Tourism is a specialized body in tourism, with 160 member states, and we can reach both governments and the private sector. What we aim to achieve is ensuring synergy between the public and private sectors, and we wish to assist Lebanon."

Responding to a question, she stated: "The ability to withstand shocks in this sector is essential, and we must plan for it. Tourism is the most valuable sector, yet also one of the most affected during crises—and the first to recover afterward. For example, during the Gulf crisis, we stayed close to other organizations like IATA and the Gulf Cooperation Council to recover more quickly."

She emphasized that "artificial intelligence is essential in tourism and in preparing for the upcoming World Tourism Day," adding: "We cannot live without it—it helps us in planning and serving tourists." She further stressed: "However, I underscore the importance of emotional connection in tourism. I believe it is a complementary element, and the tourism sector cannot do without human interaction."

On sustainability, environmental, and cultural protection, she noted: "The United Nations entrusted our organization with preparing for the Year of Sustainability," explaining: "Sustainability means preserving skills and growth, and we view it as a short-term investment that contributes to lower costs."

Regarding generational change, she said: "60 percent of this generation rely on artificial intelligence for planning tourism itineraries, highlighting that youth can be the best ambassadors for their countries in tourism. We have 60,000 students enrolled in the UNWTO Academy since its establishment, and the tourism sector cannot move forward without the young generation."

As for her message to Lebanon, she said: "Lebanon has everything travelers seek. You possess everything: natural beauty, culture, tourism traditions, and creativity. I am here to contribute to recovery, and we are committed to restoring travelers’ confidence and bringing them back to Lebanon."

The session included interventions from experts and professionals in the tourism sector.

Memorandum of Understanding

At the end, Minister Lohoud announced the signing of a Memorandum of Understanding with the Arab Organization for Tourism, aimed at building capacities of tourism destination management organizations in Lebanon.

She said: "I extend my gratitude to journalist Jawad Frashkh for moderating the dialogue, to the Ministry of Tourism team, the Council of Ministers leadership, and everyone who contributed to organizing this event at record speed. My deepest thanks go to Her Excellency Secretary-General Sheikha Al Nuaimi for attending Lebanon and for this rich dialogue filled with ideas and experiences, opening new avenues for cooperation. For us at the Ministry of Tourism, it was also crucial to hear the Secretary-General reaffirm many of the choices we have already begun implementing: developing destination management, building capacity, sustainability, data, and digital transformation, and closely linking tourism with economic development. I am pleased that this meeting concludes with a direct, actionable outcome. Within moments, we will sign a Memorandum of Understanding with UN Tourism, made possible through the efforts of both teams, particularly the Ministry of Tourism’s team and the personal oversight of Director General Ms. Jamila Kebrit. This memorandum aims to build the capabilities of Lebanon’s tourism destination management organizations (DMOs), supporting them to become more effective in planning, managing resources, and developing tourism products in their respective regions."

She concluded: "I hope this project marks the first step in a series of joint initiatives between the ministry and UN Tourism, and that the Secretary-General’s visit evolves into a long-term partnership delivering tangible results for the sector and for Lebanon."