Seventeen years ago, Hicham began his journey from his city, Tyre, and managed through social media to present the city in its full, peaceful, and authentic light. He created the “Official Tyre Page” to highlight the city as never before. He refused to turn his page into an advertising space, despite the many requests he received. He believed tourism is a cultural responsibility, and that Tyre deserved to be highlighted, not exploited. Hicham aimed to change the common perception of Tyre as merely a summer beach destination. On his pages, you find old neighborhoods, local markets, adjacent mosques and churches, and the historic port that still tells the stories of generations.
“Tyre is not just the sea; it holds history, culture, and coexistence,” says Hicham. He sees this religious and social diversity, reflected on the shore and in the alleyways, as a source of strength and a foundation for building an open and peaceful image of the city.
In the winter of 2019, he launched the “Lebanon to Tyre” campaign to assert that the city is not limited to seasonal tourism but can be a destination year-round. The message was stronger than the timing: Tyre is not just a beach—it is a city that lives in all seasons. He wanted to redraw the scene from a different angle, to say that the old quarters, winding alleys, and the spirit of openness emanating from the city’s history and diversity deserve to be discovered throughout the year. Instead of traditional marketing, he relied on stories, images, and direct interaction with people.
Despite the lack of institutional support, the project moved forward on self-motivation and Hicham’s trust in his city and its people. Through direct communication with hotel and restaurant owners and resorts, he gathered simple data, leading to an increase in visitors and a boost in economic activity.
The “Lebanon to Tyre” campaign was not just an initiative but a quiet contribution to creating an alternative local narrative that connects people to place. In this city, tourism, as Hicham imagines it, becomes a space for human connection despite differences, and a bridge to peace.
For him, every tour in Tyre is an opportunity to break stereotypes and build genuine human relationships. He says that tourism, when promoted sincerely, can be a platform for peacebuilding. Peace, he believes, is not only made by politicians—it can also be created by a tour guide telling the stories of fishermen sharing the port regardless of their backgrounds. Showcasing Tyre as a city that embraces everyone, regardless of religion or background, is in itself a contribution to promoting a culture of coexistence. He adds, “When visitors witness this genuine diversity, they realize that Lebanon is not only a land of conflicts, but also a land of shared life.”
Despite all challenges, Hicham hasn’t lost his enthusiasm. On the contrary, he affirms that his passion remains strong, and with it, the sense of responsibility has grown. “People are following and waiting, and every delay in posting news is met with ‘Hicham, you’re late,’ which doubles my sense of commitment.” Hicham posts updates almost daily and provides news summaries through WhatsApp groups.
“This is my city,” he says with these two words, explaining his persistence despite the difficulty of the path. He affirms that what began as a personal passion has turned into a collective responsibility. The impact of his commitment appears in visitors’ reactions, as their perception of Tyre changes after discovering it through posts that do not represent any political entity but reflect reality as it is—through the eyes of someone who truly loves the place.
On Facebook, he has over 150,000 followers, more than 300,000 on Instagram, and over 200,000 on TikTok—numbers he does not use for advertising but for building a narrative that preserves the place and presents it as it deserves to be seen.
Hicham does not hide his ambition to one day run for parliamentary or municipal elections. He sees himself as someone with the vision and capabilities to serve the people from an official position, after having served his city for 17 years independently. Politics, in his view, is not an end in itself but a means to institutionalize local efforts and expand their impact.
He confirms that the project is far from over—it is continuously evolving. He is currently working on launching a new tourism initiative in partnership with Tyre Municipality, the Ministry of Tourism, and Istirahat Sour, pending the necessary funding. “We still have so much to show… and so much to build,” he says.