EGYPT – After the crisis, Egypt’s long term goal is to double the incoming

On Thursday 16 February at Principe di Savoia Hotel in Milan a conference by the Egypt Tourism Authority and the Italy – Egypt Friendship Association was held. The event saw the participation of Egypt’s Minister of Tourism Mounir Fakhri Abdel Nour, that was already in Italy to take part at Bit 2012.

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The first thing the Minister did, was to reassure everyone about the safety of the destination, dispelling the fear caused by the February 2011 revolution.

Tourism is at the second place in Egypt’s GDP with more than 11%. About one sixth of the population is working in the tourism industry, so the main goal for the country is to relaunch itself as holiday and meeting destination.

February 2011 protests caused an 80% decrease compared to the previous year, reduced to 32% by the end of the year. Italians’ presence in 2011 also decreased by 50%.

Now the main immediate goal is to go back to 2010 figures, while the long term one is to double the incoming.

The strategy is to differentiate the offer: archaeology, ecotourism, wellness, religious tourism, luxury resorts, etc.
The Egypt Tourism Authority in Italy is constantly in touch with tour operators and travel agencies, creating many support and promotional activities, including those on the Egypt Tourism Authority official website and on social networks with the project Egypt in the Heart‘. Moreover, Egypt will be the ‘official partner country’ at ITB in Berlin, that will take place on 7-11 March 2012.

Egypt will also aim at MICE industry with the organization of an important B2B event in Cairo.

Other future projects include the construction of a new Egyptian Museum, the completion of Kebash Road in Karnak e the restoration of the Avenue of Sphinxes in Luxor.

Lastly, fam trips for journalists and tour operator are also being organized, as the Minister believes that one of the best ways of communication are direct experience and word of mouth.

Here you can watch ‘Egypt in the Heart’, the video shown at the conference.