A NEW brand campaign, We’re Egypt, has been rolled out to portray the country as a safe and welcoming destination for international tourists, and to restore confidence in traditional source markets following the revolution in February last year.
The campaign depicts locals enjoying themselves in their own country, thereby sending a message to inspire travellers to spend their holidays in Egypt.
Mounir Fakhry Abdel Nour, Egyptian Minister of Tourism, said: “The main issue for Egyptian tourism today is the perception of security in the country.”
Participating at ITB Berlin in the capacity of official partner country, Egypt is aiming to double international arrivals to 30 million by 2017, compared to 14.8 million last year and 20 million in 2010, according to Abdel Nour.
He said: “Europe will continue to be our top source market, but growth will come from China, India and South Korea, among others. We will also diversify our products by promoting religious and cultural attractions and ecotourism.”
To meet arrival targets, the Egyptian Tourist Authority will intensify its partnerships with tour operators and airlines through organising fam trips, co-funded marketing activities and above-the-line advertising campaigns.
An online training course for travel consultants selling Egypt is being planned, as well as more activities through travel expert networks and associations.
EgyptAir is also attempting to restore direct air connections from Japan, China and India to Cairo.
Meanwhile, the tourism ministry is in talks with Messe Berlin to host a Middle East & Africa variant of the ITB travel trade fair in 2013/2014.
Read the full report in TTG Asia, March 9, 2012
Read the full report in ITB Berlin
