YOUMNA HAMMOUD
Authentic Tourism: From Passion to Purpose
It’s after a conversation with my now business partner, Sassine Mazraani, that everything started for Toureef (toureef.org / Instagram). He came to visit Lebanon and I was his guide through all the authentic places of the country. That’s when the idea to create a platform that everyone can benefit from, combining our love for nature and technology sparked. It didn’t just come out of necessity; it also stemmed from my inner drive to make a meaningful impact in the field I deeply care about. It just ignited a high level of passion within me.
With a background in Biology and a master’s degree in Conservation and Management of Natural Resources, my studies have provided me with the knowledge and expertise to integrate sustainable and environmental practices into Toureef. Having also previously worked in rehabilitation and forest management in an NGO in Lebanon, the combination of my academic background, professional experience and personal values has been a significant strength in shaping the vision and direction of Toureef.
I deeply believe it is crucial to promote responsible tourism and ensure that our project aligns with environmental values. Toureef represents and epitomizes the genuine essence of Lebanon, fostering a deep connection between people and every aspect of this remarkable country. Furthermore, it generates a favorable economic influence, especially benefiting underserved rural-based businesses in sought-after destinations.
From the charming villages and mouthwatering cuisine to the intriguing locals and captivating destinations, our goal is to immerse individuals in every intricate detail of authentic Lebanon. To achieve this, we have meticulously categorized all the information in our application to align with our vision. Our aim is to enhance user experience by simplifying the process of finding desired content, such as agri-tourism, handcrafts, culinary experiences, and more. It focuses on enhancing the online presence of businesses located in rural and underserved destinations, as we believe in showcasing the rich heritage, vibrant culture, and breathtaking natural wonders found in these areas.
As a survivor of the devastating explosion in August, I experienced firsthand the profound impact of destruction within a mere moment. This harrowing event served as a stark reminder of the fragility of everything. It instilled in me a deep appreciation for the preservation of our rich heritage and the urgent need to safeguard it. I believe that the events of the explosion have deeply affected our collective memory.
That is why, we also decided to represent all this breadth by opening Beit Toureef (@beittoureef), a guest house situated in the heritage building in Beirut. Constructed nearly 150 years ago, it had not undergone any prior renovation and was left in its original state after the explosion. We intentionally chose an unreconstructed building and incorporated elements from other unrenovated houses, particularly utilizing arches, to preserve a sense of authenticity.
We offer three distinct experiences: accommodation that blends heritage and modern design, a ground floor featuring a food anthropology concept, and a display showcasing local producers and their unique offerings. As well, on the rooftop, you can find the garden, a sensory feast, beautifully arranged with vibrant greenery, delectable bites, refreshing drinks, and an ambiance that captivates all the senses. Each element, meticulously chosen, comes together to create an enchanting experience. Through an interactive map, visitors can explore the exact locations of these producers, plan visits to their sites, and delve into the region’s villages and captivating stories. By relating it to what we do at Toureef, we aim to highlight the resilience and impact of these experiences on our work.
Ecotourism entrepreneurship allows me to combine my love for nature and passion for creating a positive impact on society. It added flexibility and adaptability to my life, and I have consistently embraced and continue to strive for these qualities. As an entrepreneur, I have encountered numerous challenges that have necessitated quick thinking and an ability to consider alternative paths. Sometimes, it is essential to explore different options and make calculated decisions and I won’t deny that it can be challenging.
My business partner and I genuinely believe that now is the opportune moment to give back to our country, to make it rise again. Lebanon, with its rich history of overcoming hardships and challenges, possesses tremendous potential. I have unwavering faith in the intellect, and dedication of the Lebanese people. It is inevitable that we will rebuild our nation together. I hold high hopes for the generation of young individuals. This is my aspiration for Lebanon, which is a country with abundant cultural heritage and biodiversity. It deserves to be well promoted, and I feel a strong sense of patriotism and a desire to give back to my community.
In addition, I am fortunate to have a dedicated and passionate team that shares the same belonging in Toureef’s concept and main goal backed by my business partner who is providing unequivocal support and continuing to crystallize the vision. I believe in the vision of what we are building, and I cannot achieve it alone. Building this team required time, effort, and some reshuffling, but their unwavering dedication, collective involvement and sense of belonging drove our success. Our focus extends beyond just achieving outcomes; we also prioritize finding fulfillment and happiness in our work, despite the usual dynamic work environment. This value holds significant importance for me, as I want my team to feel a sense of fulfillment and purpose.
Finally, it is important to note that Toureef is not just a platform for creating experiences; it is also a technology-driven startup. We strive to bridge the gap between the past and the future, utilizing technology to enhance and preserve the aspects of our heritage and culture.
It’s after a conversation with my now business partner, Sassine Mazraani, that everything started for Toureef (toureef.org / Instagram). He came to visit Lebanon and I was his guide through all the authentic places of the country. That’s when the idea to create a platform that everyone can benefit from, combining our love for nature and technology sparked. It didn’t just come out of necessity; it also stemmed from my inner drive to make a meaningful impact in the field I deeply care about. It just ignited a high level of passion within me.
With a background in Biology and a master’s degree in Conservation and Management of Natural Resources, my studies have provided me with the knowledge and expertise to integrate sustainable and environmental practices into Toureef. Having also previously worked in rehabilitation and forest management in an NGO in Lebanon, the combination of my academic background, professional experience and personal values has been a significant strength in shaping the vision and direction of Toureef.
I deeply believe it is crucial to promote responsible tourism and ensure that our project aligns with environmental values. Toureef represents and epitomizes the genuine essence of Lebanon, fostering a deep connection between people and every aspect of this remarkable country. Furthermore, it generates a favorable economic influence, especially benefiting underserved rural-based businesses in sought-after destinations.
From the charming villages and mouthwatering cuisine to the intriguing locals and captivating destinations, our goal is to immerse individuals in every intricate detail of authentic Lebanon. To achieve this, we have meticulously categorized all the information in our application to align with our vision. Our aim is to enhance user experience by simplifying the process of finding desired content, such as agri-tourism, handcrafts, culinary experiences, and more. It focuses on enhancing the online presence of businesses located in rural and underserved destinations, as we believe in showcasing the rich heritage, vibrant culture, and breathtaking natural wonders found in these areas.
As a survivor of the devastating explosion in August, I experienced firsthand the profound impact of destruction within a mere moment. This harrowing event served as a stark reminder of the fragility of everything. It instilled in me a deep appreciation for the preservation of our rich heritage and the urgent need to safeguard it. I believe that the events of the explosion have deeply affected our collective memory.
That is why, we also decided to represent all this breadth by opening Beit Toureef (@beittoureef), a guest house situated in the heritage building in Beirut. Constructed nearly 150 years ago, it had not undergone any prior renovation and was left in its original state after the explosion. We intentionally chose an unreconstructed building and incorporated elements from other unrenovated houses, particularly utilizing arches, to preserve a sense of authenticity.
We offer three distinct experiences: accommodation that blends heritage and modern design, a ground floor featuring a food anthropology concept, and a display showcasing local producers and their unique offerings. As well, on the rooftop, you can find the garden, a sensory feast, beautifully arranged with vibrant greenery, delectable bites, refreshing drinks, and an ambiance that captivates all the senses. Each element, meticulously chosen, comes together to create an enchanting experience. Through an interactive map, visitors can explore the exact locations of these producers, plan visits to their sites, and delve into the region’s villages and captivating stories. By relating it to what we do at Toureef, we aim to highlight the resilience and impact of these experiences on our work.
Ecotourism entrepreneurship allows me to combine my love for nature and passion for creating a positive impact on society. It added flexibility and adaptability to my life, and I have consistently embraced and continue to strive for these qualities. As an entrepreneur, I have encountered numerous challenges that have necessitated quick thinking and an ability to consider alternative paths. Sometimes, it is essential to explore different options and make calculated decisions and I won’t deny that it can be challenging.
My business partner and I genuinely believe that now is the opportune moment to give back to our country, to make it rise again. Lebanon, with its rich history of overcoming hardships and challenges, possesses tremendous potential. I have unwavering faith in the intellect, and dedication of the Lebanese people. It is inevitable that we will rebuild our nation together. I hold high hopes for the generation of young individuals. This is my aspiration for Lebanon, which is a country with abundant cultural heritage and biodiversity. It deserves to be well promoted, and I feel a strong sense of patriotism and a desire to give back to my community.
In addition, I am fortunate to have a dedicated and passionate team that shares the same belonging in Toureef’s concept and main goal backed by my business partner who is providing unequivocal support and continuing to crystallize the vision. I believe in the vision of what we are building, and I cannot achieve it alone. Building this team required time, effort, and some reshuffling, but their unwavering dedication, collective involvement and sense of belonging drove our success. Our focus extends beyond just achieving outcomes; we also prioritize finding fulfillment and happiness in our work, despite the usual dynamic work environment. This value holds significant importance for me, as I want my team to feel a sense of fulfillment and purpose.
Finally, it is important to note that Toureef is not just a platform for creating experiences; it is also a technology-driven startup. We strive to bridge the gap between the past and the future, utilizing technology to enhance and preserve the aspects of our heritage and culture.
It’s after a conversation with my now business partner, Sassine Mazraani, that everything started for Toureef (toureef.org / Instagram). He came to visit Lebanon and I was his guide through all the authentic places of the country. That’s when the idea to create a platform that everyone can benefit from, combining our love for nature and technology sparked. It didn’t just come out of necessity; it also stemmed from my inner drive to make a meaningful impact in the field I deeply care about. It just ignited a high level of passion within me.
With a background in Biology and a master’s degree in Conservation and Management of Natural Resources, my studies have provided me with the knowledge and expertise to integrate sustainable and environmental practices into Toureef. Having also previously worked in rehabilitation and forest management in an NGO in Lebanon, the combination of my academic background, professional experience and personal values has been a significant strength in shaping the vision and direction of Toureef.
I deeply believe it is crucial to promote responsible tourism and ensure that our project aligns with environmental values. Toureef represents and epitomizes the genuine essence of Lebanon, fostering a deep connection between people and every aspect of this remarkable country. Furthermore, it generates a favorable economic influence, especially benefiting underserved rural-based businesses in sought-after destinations.
From the charming villages and mouthwatering cuisine to the intriguing locals and captivating destinations, our goal is to immerse individuals in every intricate detail of authentic Lebanon. To achieve this, we have meticulously categorized all the information in our application to align with our vision. Our aim is to enhance user experience by simplifying the process of finding desired content, such as agri-tourism, handcrafts, culinary experiences, and more. It focuses on enhancing the online presence of businesses located in rural and underserved destinations, as we believe in showcasing the rich heritage, vibrant culture, and breathtaking natural wonders found in these areas.
As a survivor of the devastating explosion in August, I experienced firsthand the profound impact of destruction within a mere moment. This harrowing event served as a stark reminder of the fragility of everything. It instilled in me a deep appreciation for the preservation of our rich heritage and the urgent need to safeguard it. I believe that the events of the explosion have deeply affected our collective memory.
That is why, we also decided to represent all this breadth by opening Beit Toureef (@beittoureef), a guest house situated in the heritage building in Beirut. Constructed nearly 150 years ago, it had not undergone any prior renovation and was left in its original state after the explosion. We intentionally chose an unreconstructed building and incorporated elements from other unrenovated houses, particularly utilizing arches, to preserve a sense of authenticity.
We offer three distinct experiences: accommodation that blends heritage and modern design, a ground floor featuring a food anthropology concept, and a display showcasing local producers and their unique offerings. As well, on the rooftop, you can find the garden, a sensory feast, beautifully arranged with vibrant greenery, delectable bites, refreshing drinks, and an ambiance that captivates all the senses. Each element, meticulously chosen, comes together to create an enchanting experience. Through an interactive map, visitors can explore the exact locations of these producers, plan visits to their sites, and delve into the region’s villages and captivating stories. By relating it to what we do at Toureef, we aim to highlight the resilience and impact of these experiences on our work.
Ecotourism entrepreneurship allows me to combine my love for nature and passion for creating a positive impact on society. It added flexibility and adaptability to my life, and I have consistently embraced and continue to strive for these qualities. As an entrepreneur, I have encountered numerous challenges that have necessitated quick thinking and an ability to consider alternative paths. Sometimes, it is essential to explore different options and make calculated decisions and I won’t deny that it can be challenging.
My business partner and I genuinely believe that now is the opportune moment to give back to our country, to make it rise again. Lebanon, with its rich history of overcoming hardships and challenges, possesses tremendous potential. I have unwavering faith in the intellect, and dedication of the Lebanese people. It is inevitable that we will rebuild our nation together. I hold high hopes for the generation of young individuals. This is my aspiration for Lebanon, which is a country with abundant cultural heritage and biodiversity. It deserves to be well promoted, and I feel a strong sense of patriotism and a desire to give back to my community.
In addition, I am fortunate to have a dedicated and passionate team that shares the same belonging in Toureef’s concept and main goal backed by my business partner who is providing unequivocal support and continuing to crystallize the vision. I believe in the vision of what we are building, and I cannot achieve it alone. Building this team required time, effort, and some reshuffling, but their unwavering dedication, collective involvement and sense of belonging drove our success. Our focus extends beyond just achieving outcomes; we also prioritize finding fulfillment and happiness in our work, despite the usual dynamic work environment. This value holds significant importance for me, as I want my team to feel a sense of fulfillment and purpose.
Finally, it is important to note that Toureef is not just a platform for creating experiences; it is also a technology-driven startup. We strive to bridge the gap between the past and the future, utilizing technology to enhance and preserve the aspects of our heritage and culture.
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Karen Kawkab
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Karen Kawkab
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Karen Kawkab
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Karen Kawkab
