ONWARDS AND UPWARDS

Last year was one of varied fortunes for the region’s tourism industry, with visitor numbers up significantly in some destinations, but down or flat in others. However, with characteristic resilience and supported by a wealth of diverse attractions, MENA countries are on track to deliver a stronger overall performance in 2017 and boost their market share of the global industry longer term

While 2016 brought mixed results for tourism in the Middle East and North Africa, with the average number of arrivals down slightly in a year-on-year (y-o-y) comparison, the longerterm outlook for the region remains bright, according to several industry reports.

Ups and downs

Arrivals were up in 2016 across several of the Middle East’s destinations, according to the 2017 edition of the UNWTO Tourism Highlights, with increases in visitor numbers noted in: Oman (+11 percent); Lebanon (+11 percent); UAE (5 percent); and, showing signs of recovery, Jordan (three percent). However, a significant drop of 42 percent in the number of tourists traveling to Egypt pushed the regional average down by four percent y-o-y.

Analysts put the positive performance from key destinations and signs of recovery among others down to several contributory factors, including improved security and effective marketing campaigns. The region also delivered a robust performance in the first half of 2017, boding well for full-year results.

Resilience rules

While the Middle East has been plagued by a raft of challenges in recent years, the region’s travel and tourism offering has shown the same resilience that characterizes the global industry.

“Going on holiday or travelling for business is embedded in many people’s way of life or a business’s way of operating,” a representative for the World Travel and Tourism Council (WTTC) told HN. “Therefore, despite threats, people will not give up going on holiday and neither will businesses stop sending their employees overseas.”

However, improved stability has undoubtedly benefited key destinations across the region, such as Lebanon, which posted double-digit growth in 2016. According to the WTTC, which recently published its Travel & Tourism Economic Impact 2017 Middle East report, Lebanon’s impressive performance forms part of a turnaround that remains at an early stage, but is expected to continue. “The growth is still part of recovery, with declines recorded in 2011, 2013 and 2014. However, we expect 2017 to be a third successive year of growth,” the council’s representative told HN.

Something to shout about

Martin Berlin, Global Deals real estate leader at PWC, believes that aside from “increased political stabilisation”, Lebanon has also benefited from a “rediscovery”. This gradual but solid recovery has been put down, in part, to the country’s high-profile marketing campaign of the past four years, titled ‘Live Love Lebanon’, which was created by M&C Saatchi. A recent addition to the broader campaign is a video, named ‘Rise Above Lebanon’ which gives a bird’s eye view of the country’s attractions.

Marketing campaigns have a key part to play in raising a destination’s profile on the global stage and helping it to stand out in a competitive market. The WTTC noted Jordan’s efforts to highlight its attractions and the positive results that the country has recently witnessed. “Promoting and marketing a destination is key to attracting

international visitors,” the council said. “Jordan is known for its extensive and innovative marketing of the country.”

Oman, which also recorded impressive, double-digit industry growth in 2016, is a prime example of a country reaping the rewards of a high-profile marketing campaign. Like Lebanon, the sultanate has several cultural advantages, which the authorities relayed to a targeted audience via a high-profile campaign, titled ‘Beauty has an address ~ Oman’.