Egypt tourism authorities attempt to revive a slowing industry
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Egypt’s Ministry of Tourism and the Egyptian Tourist Authority (ETA) are launching a new end-of-winter/beginning-of-spring advertising campaign, individually targeting Egypt’s key markets in Western and Eastern Europe. They are also banking on the annual summer surge in visitors from the Gulf and other parts of the Arab world to boost arrivals over the summer.
The marketing push follows promises from the ministry earlier in the year to support the flagging industry through increased advertising expenditure and a charter sponsorship program, as well as closer partnerships with the who’s who of global tour operators. The aim is to market Egypt as a close and affordable destination, says Samy Mahmoud, the ETA’s undersecretary head of the international tourism sector.
Ayten Fouad, the ETA’s head of international campaigns and marketing consultant to the chairman’s office, says the campaign reacting to the recession has two messages: Egypt’s proximity to its key demographics in Europe, such as Germany and Italy, and its affordability. Created in partnership with DDB, an ad company, part of the Tarek Nour Communications family, the ads have an added message, asking potential visitors to contact their travel agent to book, thereby promoting the industry in their home countries as well. The main goal of the revitalized marketing push is to keep Egypt’s vacation possibilities in the minds of unsure consumers.
The campaign is careful not to use the descriptor ‘budget destination’ because of the industry’s growing segment catering to high-end vacations, which include resort holidays or desert safari tours, and business conferences, says Mahmoud. Instead, officials are encouraging operators to ‘add value’ to their offers in whatever way they can to give travelers more value for money. Fouad’s office is currently finalizing yet another ad campaign with marketer JWT’s Cairo office slated for fall. She declined to comment on the future push.
For the time being, Mahmoud is cautiously confident that the summer could pan out for Egypt, at least with regard to Arab vacationers. Already, 1Q2009 figures show a 10% increase in visitors from Arab countries to about 600,000 compared to the same period in 2008. Most of the visitors are from Libya and Saudi Arabia, the two largest demographics for Egypt in the region. He says the prime months for Arab and North African visitors seeking entertainment and nightlife are June through August. The advent of Ramadan could boost numbers as well.
Though upping the number of travelers from Middle Eastern and North African neighbors could improve the industry’s performance, it won’t matter if Egypt fails to entice its largest markets, which encompass Western and Eastern Europe and Russia. But even a brand new campaign spanning print, television and the internet might not be enough, due to the far-reaching influence of the global financial crisis. Some of the worst hit nations, such as the United Kingdom, are in the midst of recessions. This means British vacationers are traveling less frequently and to cheaper destinations.
Excerpted from an article by Jessica Gray for Business Today
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