EGYPT is set to roll out a new marketing strategy at this year's ATM as part of a global effort to increase yearly visitor numbers to 16 million by 2014.
Last year Egypt received a record 8.6 million tourists and is experiencing growth of up to 60 per cent from some Middle Eastern markets alone.
The new Nawart Masr (You Light Up Egypt!) campaign follows last year's much-praised Ebtesamet Misr Ma Tetneseesh promotion, presented across the Middle East. It is expected to contribute to more than 30 per cent growth among Middle Eastern holidaymakers visiting Egypt each year and puts Arab visitors at the centre of its appeal, drawing on the Egypt's natural beauty, culture, entertainment, and food to remind visitors why they fell in love with the country the first time they visited, while highlighting all that is new and exciting.
'Egypt is proud to show its new face at ATM, because we have so much of which to be proud – new hotels, new restaurants, new airports, new residential tourism offerings, even new ancient treasures which have recently been discovered,' says Ahmed El Khadem, chairman of the Egyptian Tourist Authority. 'But, of course, we have retained all of the culture and hospitality that has made Egypt one of the world's top tourist destinations, as well as a firm favourite within the Middle East region.'
Famed for its rich ancient history, its pristine shorelines along the Red Sea Riviera and Mediterranean coasts, and the cosmopolitan grandeur of Cairo and Alexandria, Egypt is taking new initiatives to extend to the world a diverse offering of excitement and variety for holidaymakers year-round.
Along with Zoheir Garannah, Egypt's minister of tourism, El Khadem will lead a delegation to ATM, followed by a nine-country road show across the Middle East where top Egyptian tourism officials will interact with tour operators, members of the media and holidaymakers.