The School of Tourism and Hotel Management (THM) at the University of Balamand hosted Dr. Joe Hammoura on Tuesday, September 23, 2025, for a lecture titled “Etiquette, Politics, and Confessionalism in Lebanon’s Tourism Culture.”
Dr. Hammoura, a renowned politico-socio-economic researcher, journalist, consultant, and lecturer, shared his deep expertise in Lebanese and Middle Eastern affairs. With over two decades of experience in the fields of international relations, policymaking, religious extremism, human rights, and civic engagement, Dr. Hammoura brought a rich perspective to the discussion.
In her opening remarks, Dr. Jihane Adeimi, Director of THM, welcomed the audience and introduced Dr. Hammoura by emphasizing the value of tackling such a sensitive and timely topic. She said, “It’s not every day that we get to explore how deeply tourism is connected to politics and confessional dynamics in Lebanon. This isn’t just theory, it’s the reality we live in.”
During his talk, Dr. Hammoura highlighted how Lebanon’s tourism sector is often shaped by political and sectarian dynamics, making it difficult to view tourism as a neutral or purely economic field. The lecture also delved into complex questions about the role of politics in promoting or neglecting certain tourist destinations, the relationship between religious tourism and political power, and whether heritage sites are equally accessible and visible across all regions.
In addition to the socio-political aspects of tourism, the lecture included valuable insights on etiquette and protocol, particularly for tourism professionals dealing with political figures or working in sensitive environments. Dr. Hammoura emphasized the importance of neutrality, respect for hierarchy, proper communication, and awareness of local customs. He also addressed common missteps, such as showing political bias, overlooking formal titles, or behaving informally in professional settings.
By hosting such events, the University of Balamand reaffirms its commitment to fostering critical dialogue and providing students with opportunities to engage with real-world issues that shape the tourism industry in Lebanon and beyond.
