25 March 2006

BEIRUT: Attractive waitresses pass-out frozen latt?s and energy drinks amid hundreds of pavilions displaying everything from hydro-therapy massagers to post-harvest packaging machines both of which could easily be mistaken for draconian torture devices. Nearby classically outfitted chefs prepare French fries as a woman sits cross-legged kneading organic bread.

Such was the atmosphere of the 14th annual HORECA fair, which ended its four day run Friday providing Lebanon's sluggish tourism and agro-industrial sectors with a much needed boost.

The mood among exhibitors and the nearly 12,000 visitors from the global hospitality sector who attended this year's event was upbeat, despite economic and political uncertainties.

"Lebanon is a niche market, a vitrine for the Middle East," explained the president of the Lebanese Syndicate of Hotels, Pierre Ashkar from the sidelines of the Salon Culinere, an international competition where over 120 chefs compete in 15 different categories.

"We have visitors from Syria, Jordan, and Saudi Arabia this year, because each product that succeeds in the local market can easily be distributed in all Middle Eastern and most African countries. The Lebanese diaspora are good consumers," he said.

Dany Kreidy, the regional consultant for Nestl? waters - which acquired the Lebanese company Sohat in 2001 - said he believes when the government focuses on economic reform the country will boom because the Lebanese people are "European minded."

"It costs money to acquire small companies and Lebanon is a limited market, so foreign investors have been cautious lately," he said. "I think all of the Arab investors keep on investing in Lebanon because they feel threatened by us. They are trying to be more open with their lifestyles, but we actually are."

HORECA is instrumental in reinforcing Lebanon's appeal as both a tourist destination, and venue for foreign investment.

"HORECA will help convey the right image of the country's expertise in agro-food manufacturing sectors, and the forum's success will undoubtedly spur exports and encourage investment," said Georges Nasroui, the President of the Lebanese Agricultural Syndicate.