Ministry of Tourism Launches New SmileLebanon Campaign

“Our smiles change everything.”

So says a strikingly genuine new campaign already underway with two commercials, as the Ministry of Tourism has evidently decided on a different angle to engage potential travelers.

“SmileLebanon,” though awkwardly pronounced, is a refreshing concept on Lebanese tourism, highlighting—for once—the diverse unity of the country in a one minute peek at the Lebanese people. Instead of boasting a crazy party scene and gorgeous models, the commercial’s focus is a little boy a merry go-round, smiling and laughing at an Army man, shoppers, a construction worker, a classroom, and other typical Lebanese.

It’s one minute of heart-felt, albeit a tad cheesy, Lebanese-ness. And staying true its name sake, it will no doubt leave you with a smile.