Published on Tuesday, March 15, 2011

Egypt revolutionary new marketing starts at ITB

See video interview with Hisham Zaazou HERE

German NGO delivers funding and expertise to green Sharm

Using revolution as its marketing strategy is the new trend for promoting Egypt Tourism in 2011.

Egypt has launched its new 2011 global travel and tourism destinations advertising and marketing campaign at ITB Berlin, Germany.

Hisham Zaazou, the mastermind behind Egypt"s ambitious tourism development also told Vision that German technical donor GTZ/GIZ is helping to green Sharm initially with up to $1m

Egypt has launched its new 2011 global advertising campaign with a series of slogans including :

  • Welcome to the country of peaceful revolution
  • 7,000 years of history and a new era
  • Tahrir - a square rocks the world
  • Tahrir Square - from Egypt with love
  • Online revolution - made in Egypt


Egypt will also become the partner country of ITB Berlin 2012. Mounir Fakhry Abdel Nour, the new Egyptian Minister of Tourism, and Raimund Hosch, CEO of Messe Berlin, have signed an agreement to this effect at ITB Berlin.

"This is extremely important for us", said Mounir Fakhry Abdel Nour adding, "we stand by our business partners and will be honouring all our agreements". He noted that as the sector contributing most to the Egyptian economy tourism would continue to remain important. "The livelihood of one in seven Egyptians depends directly or indirectly upon tourism."

The tourism authorities have reacted quickly and adjusted their promotional campaigns to accommodate recent events. The global travel and tourism destinations advertising and marketing campaign will run on TV, in print, online and outdoor, and ally the new slogans to the tagline in use since 2010 : "Egypt, where it all begins".

The new Egyptian tourism minister unveiled the campaign at ITB. He said the country expects a speedy rebound in visitor numbers and the year to finish with arrivals close to the level of last year.

The minister said Egypt had suffered a short-term fall in tourism numbers "due to the current incidents". But he said he expects "a fast return", with tour operators and airlines offering full programs."Over the past few days we have seen the beginning of recovery; hotel occupancy is increasing, the situation is bouncing back," Egypt"s new tourism minister Mounir Abdel Nour told visitors to ITB. Nour believes Egypt can match 2010′s visitor total of 14.2 million people.

Egypt drew more than 14 million overseas tourists last year and still aims to attract 25 million a year by 2020.

The Egyptian consulate"s tourism department said in a statement: "Egypt is optimistic about a quick rebound and is looking forward to the pro-democratic change and the new era to go hand in hand with an upturn in tourism.

"Egypt has been the focus of worldwide media attention . . . [now] the primary objective is to quickly get back to the normal level of tourism. All travel warnings have been removed. A lot of tour operators have announced [a] full commitment.

"The peaceful, pro-democratic revolution has brought a fresh breeze to Egypt. Tourism officials will freshen up their marketing measures accordingly, focusing on increased participation at international events and media-marketing activities."

Said Mounir Fakhry Abdel Nour "We will do everything that is necessary"

Valere Tjolle
Valere Tjolle is editor of the Sustainable Tourism Report Suite. Special Offer on Sustainable Tourism Marketing Guide CLICK HERE Special Offer on Sustainable Tourism Ministers Briefing CLICK HERE

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