Cautious optimism growing among GMs after shaky start.
After a sluggish start, Lebanon’s hospitality sector is showing signs of rallying, with guarded optimism growing among hoteliers for the coming months. However, pressing challenges remain for an industry that has become known for displaying resilience in the face of uncertainty. With insights from hoteliers, we spotlight the green shoots, hurdles and trends.
Regional instability and Ramadan combined to produce a shaky start across much of Lebanon’s hospitality industry in 2025, although the first signs of an upturn are now appearing, according to industry players.
Positive developments identified by general managers of key properties include a gradual return of group bookings, especially for the third quarter. The MICE segment, in particular, is showing signs of an albeit slow recovery, as are bookings made by visitors from within the region.
“We are seeing renewed interest from GCC travelers in particular, especially customers from Kuwait and Qatar, which signals a possible turnaround,” said Mohamad Yassine, general manager, Radisson Blu Hotel, Beirut Verdun.
However, the hospitality landscape remains unpredictable, reflecting the unstable nature of the broader environment, which is weighing on potential bookings from other markets.
“The year looks likely to be something of a rollercoaster,” admitted Sophia Fakhry, general manager of the Smallville Hotel. “European leisure tourism is still minimal and corporate bookings are driving much of the demand.”
Recruitment and infrastructure shortfalls lead challenges
Long a challenge for the industry, staffing issues have become an increasingly pressing problem for hoteliers in Lebanon, with many experienced professionals having left the country.
“We are struggling to find skilled talent locally and we are all fishing from the same pond,” Samer AbouAleiwi, general manager of Gefinor Rotana Hotel admitted.
The hotel is tapping into the growing trend of teaming up with academic institutions to offer hands-on training programs, designed to pave the way for recruitment once students have graduated.
Hoteliers hope that these collaborative initiatives with education providers will help to highlight the career opportunities available in hospitality and bring through the next generation of industry professionals. AI is also expected to play a major role in supporting staff training.
Sustainability and corporate responsibility are increasingly featuring front and center in hoteliers’ strategic plans, driven by growing recognition about the importance of supporting broader, global environmental efforts.
Against this backdrop, hotels in Lebanon are taking meaningful steps to meet rising demand from clients and align themselves with international standards. Green initiatives gaining traction range from linen reuse programs and plastic-free offerings to digital check-ins and the introduction of solar panels.
voco in Beirut Central District, has adopted the green brand values of its parent company IHG by replacing plastic with glass products and going paperless, for example. However, local infrastructure challenges continue to hinder hospitality businesses in their bid to obtain full sustainability certifications and accreditations. A reliance on diesel generators ranks among the top obstacles cited by hoteliers.
Coordinated promotional drive a must
Industry players are now focused on putting their plans for the summer season into action, drawing on strategies that include investing in digital marketing, teaming up with influencers and campaigns targeting expats.
Given the challenging backdrop, local hoteliers recognize the importance of working collectively to promote Lebanon as a destination and offer hospitality excellence. Coordinated destination marketing, led by the Ministry of Tourism and other national stakeholders, is seen as essential to spearhead these efforts.
Insights from HORECA Talks 2025 at HORECA Lebanon, co-organized by Hospitality News Middle East and Hodema Consulting Services. Session moderated by Nada Alameddine, managing partner at Hodema Consulting Services.
