A NEW campaign, launched by the Egyptian Tourist Authority (ETA) is calling on Arabs to rediscover the true spirit of Egypt.
Authority chairmain Amr El Ezabi launched the promotion calling on visitors from the region to reacquaint themselves with his country’s rich heritage, lively entertainment and vibrant destinations which he said have inspired memorable experiences since the dawn of time.
“A warm welcome awaits visitors in Egypt where spirited people and a lively social and artistic agenda entertain them all year long and a host of breathtaking destinations combining exquisite nature and luxurious resorts tell thrilling stories of Egypt, the world’s most ancient civilization,” said El Ezabi.
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The new campaign ‘Egypt…the beginning of the tale’ will cover the GCC markets including Saudi Arabia, Kuwait, the UAE and Qatar as well as Jordan and Libya. The integrated promotional campaign includes highly creative advertisements on television, press ads, outdoor placements and an extensive online component.
The ETA re-launched its official Arabic website (arabic.egypt.travel) on the sidelines of the Arabian Travel Market (ATM) with the revamped site reflecting the creativity of the campaign while providing an exciting insight into the various tourist destinations and products such as city breaks in Cairo and Alexandria, the northern coast, luxury resorts in Sinai and the Red Sea, Nile cruises, spa and wellness tourism, shopping and Ramadan breaks.
The new campaign aims to improve the image of Egypt through highlighting the diversity of Egyptian tourism products and the quality of tourist services. Its key objective will also be to attract new segments of visitors throughout the year by focusing on new tourism categories such as health, five-star and luxurious resorts on the Red Sea, Cairo by night, and the north coast. A tactical campaign will follow to introduce Arabs to the spirit of Egypt during the holy month of Ramadan.
El Ezabi said: “With more than 3.46 million tourists entering the country from January to the end of March, a record 29 per cent increase, we have started to see positive signs of recovery. During the first quarter of 2010, our tourism revenues increased by 24 per cent to reach $2.7 billion. We are confident the rest of the year will only be better.”
And the authority is working to maintain and grow tourist traffic to reach 16 million visitors in 2014 and 25 million by 2020.