The Lebanese Ministry of Tourism launched a campaign in mid-June to attract Lebanese expats to come to Lebanon during the 2022 summer season. The campaign was dubbed “Ahla Bha Talle,” in reference to a song by late and prominent Lebanese singer Sabah. During the 2021 Christmas season, the ministry launched a similar campaign, “Bi Jnounak Bhebak,” which was inspired by the song of another famous Lebanese singer, Fairuz.

The campaign's posters replaced the billboards of political leaders and parties along the road to Beirut International Airport with images of Lebanese mountains and tourist attractions. In the 1970s, these images were common in the international and Arab media alongside descriptions of Lebanon as the “Switzerland of the East.”

Since 2019 Lebanon, whose economy has traditionally relied heavily on tourism, has been unable to attract international visitors amid ongoing economic and political instability. The collapse of the Lebanese currency, the rise in unemployment and the Beirut port explosion in 2020 are all factors that led the country into an economic decline and an unprecedented devaluation of the currency.

Minister of Tourism Walid Nassar told Al-Monitor, “More surprises will come and be announced in due time as preparations for the tourism season continue. For the past three years, there has been a decline in this sector due to the COVID-19 pandemic and the collapse of the Lebanese economy. In addition to the return of major festivals — such as the Baalbeck International Festival on June 8, the Batroun International Festival on June 9 and the Beiteddine International Festival on June 19 — the ministry will launch for the first time the Beirut Festival. It will be held later this month between the waterfront area and the center of the capital. This will be in addition to supporting and sponsoring smaller festivals in villages and towns. We will announce those dates soon.”