Egypt predicts strong year after mixed 2009

Bullish tourism minister expects a ten per cent upturn in sales with backing from intensive marketing campaign.

Egypt is confident that its tourism fortunes will take a turn for the better following a mixed performance in 2009. Officials have taken heart after overall arrivals dropped only 2.3% in 2010, leading tourism minister Zoheir Garranah to predict that the country will see a ten per cent upturn in business across all markets this year. To help achieve this ambitious target, Egypt’s tourism ministry is stepping up promotional activities, fronted by a new global advertising campaign under the heading Egypt – Where It All Begins. This is being backed by an expanded online push targeting the trade and consumers.

In Germany, the tourist office is setting up a new web platform to reach out to travel agents‚ students and consumers. Scheduled for a May launch‚ travel agency staff will be able to participate in an e-learning programme through the website, enabling them to qualify as Egypt specialists and take part in online discussion groups. Total international arrivals in Egypt last year amounted to 12.5 million. The number of Germans travelling to Egypt hit a plateau at 1.2 million, while Russian visitor figures were up. The UK market proved a major source of additional business. It jumped 12% to 1.3 million, fuelled by the popularity of Red Sea resorts such as Sharm el Sheikh. 
Hall 21b, Stand 209