Travel and Tourism in Lebanon

Transcription

1 Travel and Tourism in Lebanon Customer Service Hotline: Page 1 of 12

2 一 调研说明中商情报网全新发布的 Travel and Tourism in Lebanon 主要依据国家统计局 国家发改委 商务部 中国海关 国务院发展研究中心 行业协会 工商 税务 海关 国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料, 结合深入的市场调研资料, 由中商情报网的资深专家和研究人员的分析 首先, 报告对本行业的特征及国内外市场环境进行描述, 其次, 对本行业的上下游产业链, 市场供需状况及竞争格局等进行了细致的详尽剖析, 接着报告中列出数家该行业的重点企业, 并分析相关经营财务数据 最后, 对该行业未来的发展前景, 投资风险及投资策略给出科学的建议 本报告是行业生产 贸易 经销等企业在激烈的市场竞争中洞察市场先机, 根据市场需求及时调整经营策略, 为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学的决策依据 报告名称 Travel and Tourism in Lebanon 出版日期 May/2011 报告格式 PDF 电子版或纸介版 交付方式 发送或 EMS 快递 中文价格 印刷版 0 元 电子版 0 元 中文印刷版 + 电子版 0 元 订购热线 二 报告目录 About this report : This market report provides market trend and market growth analysis of the Travel and Tourism indus try in. With this market report, you ll be able to explore in detail the changing shape and potential of t he industry. You will now be able to plan and build strategy on real industry data and projections. The Travel and Tourism inmarket research report includes: Analysis of key supply-side and demand trends Detailed segmentation Historic volumes and values, company and brand market shares Customer Service Hotline: Page 2 of 12

3 Five year forecasts (of market share, market trends, market growth) Robust and transparent market research methodology, conducted in-country Our market research reports answer questions such as: What is the market size of Travel and Tourism in? What are the major brands in? What are the major brands in? Why buy this report? Gain competitive intelligence about market leaders Track key industry trends, opportunities and threats Inform your marketing, brand, strategy and market development, sales and supply functions Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook Sample Analysis EXECUTIVE SUMMARY Tourism revival after political stability After two consecutive years of sharp downturn in travel and tourism activity, political stability brough t about by the nomination of President Michel Suleiman in May 2008 had an immediate positive impa ct on tourism s performance. However, the travel and tourism industry remains vulnerable unless polit ical stability and safety become a permanent feature in the country. The Lebanese tourism industry wit nessed two very tough seasons in 2006 and However, it rallied somewhat in 2008 and many hot els, car rental, travel retail and other services businesses reopened. Political stability in Lebanon will c ontinue to be a fundamental condition if tourism is ever to consistently flourish. Legislative elections i n 2009 also proved to be a testing time in determining the stability and safety in the country. Tourism s contribution to the economy Tourism s contribution was 9% of GDP which equates to US$4 billion in This was the highest c ontribution since the 1970s. If political stability can be sustained, then tourism could easily account fo r 15 % of GDP over the next three years, and over 20% in the longer term. As tourism employs 20% o f the active population it should contribute to improving the country s economy in the coming years. T ourism receipts are also a second source of currency after Lebanese Diaspora transfers at US$6 billion. Travel accommodation Customer Service Hotline: Page 3 of 12

4 After the 2006 Israeli invasion, Lebanon attracted huge foreign investments of US$15 targeting infrast ructure, real estate and tourist accommodation. Up to 2008, travel accommodation capacity had recove red to its highest levels with 25,600 rooms, similar to the preinvasion period. The travel accommodation sector is dominated by luxury hotels, leaving little choice for budget travellers. Accommodation is mainly concentrated in the capital, Beirut. Of increasing imp ortance, not only to the country, but also most European markets are ecotourism, sport and mountain t ourism, all of which are expected to encourage the launch of new types of accommodation such as hos tels and guesthouses in mountain regions. However, the sector will still be dominated by branded hotel s, the number of which increased in 2008 with the opening of the new Ramada in the capital. Ecotourism forms the heart of Lebanese tourism Ecotourism is gaining more importance in terms of tourist choices and Lebanon has strong assets with many natural reserves, and a fabulous mix of forest, mountain and hospitable people. The period, characterised by instability, influenced Lebanese travellers to discover the country s natu ral resources. During the same period, the Ministry of Tourism adopted strong direct marketing campa igns via the internet such as Lebanononline, and involved specialised travel agents, all of which underlined the importance of ecotourism. I n parallel, awareness of the importance of natural resources was reinforced by the establishment of pro tected natural reserves such as Al Shouf Cedar reserve, Horsh Ehden, Afqa, Palm Islands, Tannourine and Tyre Beach. Transportation Air transport capacity is growing steadily in Lebanon. The national airline, Middle East Airline, MEA, is reinforcing its fleet through the purchase of 10 aeroplanes between 2009 and It is also expand ing its offering and some new destinations will include Paris, Cairo, Amman, Jeddah, Riyadh, Dubai a nd Abu Dhabi. In parallel, Lebanon has become one of the most attractive destinations for lowcost companies in the Middle East. Six companies serve the country from Saudi Arabia, Bahrain, the UAE, Kuwait and Qatar. The road network is benefiting from the investment funds allocated to Leban on after the Israeli attacks in Investments in modes of transport will be an important asset for Le banon to develop new markets in tourism and encourage new tourists to visit the country. Table of Contents : Travel and Tourism in Lebanon - Industry Overview Customer Service Hotline: Page 4 of 12

5 EXECUTIVE SUMMARY Tourism revival after political stability Tourism s contribution to the economy Travel accommodation Ecotourism forms the heart of Lebanese tourism Transportation KEY TRENDS AND DEVELOPMENTS Tourism one of the main drivers of the Lebanese economy Tourism and political stability Country moves towards ecotourism Mountain tourism a core advantage for Lebanon MARKET INDICATORS MARKET DATA DEFINITIONS Tourism parameters Travel accommodation Transportation Car rental Travel retail Tourist attractions Health and wellness Internet sales Internet sales: dynamic packaging Internet sales: traditional package holiday Summary 1 Research Sources INBOUND TOURISM FLOWS Headlines Trends The performance of inbound tourism can only really be understood when studied on a longerterm basis. Nonetheless, 2008 provided something of breakthrough that reversed the poor performance of previous years. The performance in 2008 was comparable to a peak in 2004 and it will provide Leb anon with a solid basis on which to improve and extend its tourism capabilities, enabling it to recover after two years of recession. For instance, Lebanon has a solid reputation for cultural and ecotourism. I t is also considered to be strong in the provision of tourism services. Yet, communication needs to be r Customer Service Hotline: Page 5 of 12

6 e- established with tour operators and distribution channels in order to distance the country from its unsaf e and war-torn image. Prospects Inbound tourists are expected to reach 2 million in 2013, growing by a CAGR of 6%. However, a for ecast such as this, is based on a stable political climate. Tourism in Lebanon could have reached this le vel much more quickly had it not been for the timing of the global economic crisis. As such, tourists fr om Europe, and the rest of the world are likely to decline, with their respective economies suffering fr om the economic downturn. In this regard, tourists from the Middle East are expected to have the leadi ng position in Lebanon. Iranian arrivals are expected to increase by a CAGR of 8%, Kuwaiti and Jorda nian arrivals will rise by CAGRs of 7% each and Saudi Arabians by a CAGR of 6%. As a consequenc e, tourists from the Middle East should continue to lead the arrivals with a 45% growth rate over the f orecast period. SECTOR DATA TRAVEL ACCOMMODATION Headlines Trends The reinforcement of accommodation capacity started in 2006 with the Hilton and Four Seasons hote ls, which opened in the capital just before the freeze in tourism activity. Israeli attacks on Lebanon in t he summer of 2006 hindered what had been a positive trend in the entire travel and tourism industry, b ut particularly in travel accommodation value sales as well as overall investment levels. Value sales re gistered growth in both 2007 and 2008 to reach L 400 billion and L 464 billion respectively. These in vestments were focused on rebuilding the country s infrastructure after it was destroyed during the conflict. In 2008, several new resorts opened around the country, but particularly in Beirut. These i ncluded the opening by Al Taameer Real Estate of its new Ramada Hotel with 99 rooms and suits. Thi s was followed later in the year, with the opening of a Vichy spa with 30 rooms. Prospects Threats to political stability and security will remain the biggest challenges to travel accommodation over the forecast period. Although 2008 was an important milestone in terms of stability, negotiations with neighbouring countries such as Syria, the influence of Iran in local politics, combined with ongoi ng tension with Israel, could all seriously weaken the industry. The country will need to maintain stabi lity and peace in order for travel and tourism to flourish. In the event of sustained stability, constant va lue sales of travel accommodation are expected to grow by a CAGR of 4% over the forecast period to reach L 550 billion, of which hotels will achieve L 370 billion and other travel accommodation L 1 Customer Service Hotline: Page 6 of 12

7 80 billion. SECTOR DATA TRANSPORTATION Headlines Trends Transport in Lebanon registered exceptional 36% growth in value terms to reach L 452 billion in Air transport dominated a 99% share of value sales. Transport within the country relies mostly on private cars, and occasionally taxis and buses. The country s small land area makes other modes of tra nsport pale into insignificance in comparison to the performance of air transport. Apart from Syria and Jordan, whose citizens are exempt from visa restrictions and choose land as their preferred mode of e ntry, air remains the preferred type of transport when entering the country from abroad. Prospects Transport value sales are expected to rise by a CAGR of 10% until 2013 to reach L 715 billion in Behind this development, the improvement in capacity and the development of lowcost offerings will encourage multivisits a year, especially as tourism in Lebanon is not seasonal providing four very different seasonal ex periences. SECTOR DATA CAR RENTAL Headlines Trends Car rental is very well developed in the country with the presence of both local and international bra nds. Avis, Hertz, and National-rent-acar were all present with multiple outlets covering the international airport of Beirut and the main urba n areas. For example, Avis is present in Beirut City, Beirut Airport and a further three cities. Among t he most reputable local brands were Lenacar-Europcar, Anastasia, Thunder, and Budget-rent-acar. Most outlets are concentrated in Beirut, but the main characteristic of car rental in Lebanon is its i ntegration with tour operators, such as the alliance between Kurban Travel agent and Avis. MEA Air Transport also offers car rental booking through its website. Prospects The fleet size is expected to increase significantly over the forecast period compensating for cut back s that had to be made between 2005 and Fleet size is expected to increase from 8,000 in 2008 to 14,000 by There will also be additional demand created by international tourists, as air transport will also grow and which should benefit the industry. Car rental has good potential and if political sta Customer Service Hotline: Page 7 of 12

8 bility is sustained, constant value sales should reach L 101 billion by Nonetheless, despite the p olitical stability, the industry now has a new crisis with which to contend - the economic crisis that is affecting most of Lebanon s important Western markets such as France, th e UK, Canada and the US. This will most certainly impact the growth of car rental value sales. Howev er, this may be balanced out somewhat by Middle Eastern tourists coming for leisure and business pur poses, as they are known to rent cars when visiting Lebanon. SECTOR DATA TRAVEL RETAIL Headlines Trends Before the 2006 Israeli invasion, the outbound tourism market in Lebanon was mainly characterised by the diversity of destinations chosen by customers, including some neighbouring countries and other international destinations. The outbound activity sharply decreased between 2006 and early 2008, whi ch had a negative impact on sales during that period. After a return to normality in 2008, with sales of L 360 billion in current value terms, travel retail is facing a new challenge as the economic crisis will impact the strong 25% value growth registered in This level of growth is very unlikely in 2009 a nd Although Lebanon enjoys four distinct seasons and associated tourism offers, and can rely on expatriates generally coming during the summer months, the industry will need to develop different n iches in order to limit the losses from Western markets such as France, the UK, the US and Canada. If this can be achieved, then the strong growth seen in 2008 may very well be sustained. Prospects Lebanese lifestyles are encouraging travel abroad. Among a population of 4.5 million, 1.2 million tra velled abroad in Among the classical destinations for Lebanese people include Syria, Jordan, the UAE and Qatar. For travel retail professionals, these destinations provide a stronger market for ticket sales than holiday packages. Indeed, these destinations host many Lebanese expatriates, who generate important traffic of friends and family members going for a visit. The expansion of lowcost companies should facilitate more revenue for vendors of flight tickets. SECTOR DATA 访问中商情报网 : 报告在线阅读 : Customer Service Hotline: Page 8 of 12

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11 传真 报告名称 : Travel and Tourism in Lebanon 报告格式 : PDF 电子版或印刷版 付款方式 : 银行 邮局 支票 其他 定购数量 : 份 请选择报告版本 : 1. PDF 电子版 0 元 / 份 2. 印刷版 0 元 / 份 3. PDF 电子版 + 印刷版 0 元 / 份总计金额万仟佰拾元 ( 小写 : 元 ) 预计付款日期年月日开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智汇咨询服务有限公司帐号 : 备注 : 此帐户可开具增值税普通发票 开户行 : 中国工商银行深圳黄贝支行 指定账号 开户名 : 深圳中商智业投资顾问有限公司 帐号 : 备注 : 此帐户可开具增值税专用发票 开户行 : 中国建设银行北京丰台支行开户名 : 中商智汇 ( 北京 ) 咨询有限公司帐号 : 备注 : 此帐户只可开具增值税普通发票 联 系 方 款到后, 发票随后寄发 此账号为唯一指定账号 电话 : 传真 :(0755) Customer Service Hotline: Page 11 of 12

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