BRIEF

The Lebanese Ministry of Tourism plans to modernize tourism in 2026 by promoting ten Gen-Z–focused destinations, each designed to strengthen young people’s connection to their homeland through tailored activities and services. All locations share one overarching concept but are adapted to their region’s character, geography, and lifestyle. Throughout 2026, each destination will host a monthly themed “Day of the Month,” highlighting a specific topic with dedicated events and activities that reflect the essence of that month. Not associated with LMT or Kidz Mondo

DESIGN THINKING PROCESS

01 — EMPHASIS ON GENERATION Z

Born between 1997 and 2012, Gen Z represents a demographic that is self-driven and diverse-minded. They value authenticity, a sense of belonging, and logical problem-solving. Other key points worth mentioning in this project are their longing for nostalgia and fear of missing out.

02 — DEFINING THE PROBLEM

In Lebanon, this generation is all about activism & emigration. They are quick to protest for political injustice, environmental and/or social concerns. Having lived through/protested in the October 17 revolution, Gen Z are no strangers to the broken systems of Lebanon, which also had its toll on most of them wanting to flee from a country they feel alienated in.

03 — IDEATION

Solution is to work on attracting this demographic by embracing their values and concerns, while showing all sides of its history they may not be exposed to. Audience will be able to learn about their country and connect to their land and be given the rightful info on its political aspect so when they decide to be the change, they fully understand their purpose, rights and obligations.

04 — APPLICATION

Nostalgia + Fear of missing out (FOMO) + National Identity

After studying the Blind Box marketing strategy, it was clear that this generation ran on FOMO and a sense of belonging to a certain community. Further research showed the blind box concept originates from the vintage toy vending machine (nostalgia). My project applies a concept of a large toy vending machine filled with typical Lebanese characters that helped shape what we know today as Lebanon. The vending machine will be placed at key points that represent each activity (historical landmarks, natural sites, etc…) accessible to all citizens.

TECHNICALITIES

The activities take place every last Sunday of every month and end on the week after Independence Day. Keeping the spirit of Lebanese independence, the price per unit is 220,000 L.L. and the last activity ends in November with visits to transformative landmarks in Lebanese history (stressing on identifying their purpose in their country).

• SKI: THE GASLIGHTING POLITICIAN Viewing ski as an expensive/exclusive activity, the one who claims to do what’s best for the country but does what’s best for him.

• MUSEUM: THE STORYTELLING GRANDMA - Your daily dose of history with morning tea.

• THEATER: REBELLIOUS NGO WORKER - Always protesting, always speaking her mind.

• NATURAL SITES: THEORETICAL TAXI DRIVER - Your typical natural site in Lebanon, always drawing theories, always pessimistic.

• CRAFTS: WESTERNIZED ARTSY GUY - All about expressing himself in different art forms.

• LEBANON: RESILIENT MILITANT - The defender, our symbol of stability and unity.

• SOUKS: OPTIMISTIC MERCHANT - Represents every business person trying to make a living out of their job, the ones that are never giving up.

• WATERFALLS: DIPLOMATIC RELIGIONIST - When things go south, they create a flow.

• CONCERTS: LEBANESE GEN Z - Living in the moment, character is not specified by gender to represent both. Character wears Lebanese flag as a cape; they are the carriers of the future.

• RESTAURANTS: NURTURING MOTHER - The nurturer who raises a country, educates it, and guides it to a better future.

CONTENT TAILORED FOR GEN Z:

Every activity is titled after a verb that symbolizes turning (as the vending machine works), e.g. Rolling the tape, Dancing in circles, etc… Also, you will find Gen Z slang like: POV, Touch some snow (referencing "touch some grass"), Gaslighting politician… As for the Kidz Mondo challenge, the project proposed a rough idea of hosting Gen Z kids, making it a nostalgic memory for them.