Egypt comes alive

A host of marquee internatio­nal events backdrop a vibrant new campaign to attract visitors to Egypt


“E“The world knows that Egypt is a tourist destinatio­n that has many distinct elements, from beautiful beaches to grand monuments.”


gypt has great spontaneou­s brand awareness. Everybody has heard of Egypt.” So says Amr El Kady, CEO of the Egyptian Tourism Promotion Board (ETPB), as he explains the impetus behind the ETPB’S new motto and central theme for the next three years, “Egypt Alive.”

“The world knows that Egypt is a tourist destinatio­n that has many distinct elements, from beautiful beaches to grand monuments,” El Kady elaborates. “We want them to delve deeper into our society, because the spirit of Egypt’s population is characteri­zed by great liveliness and vibrancy.”

Tourism has long been a significan­t component of the Egyptian economy, with 2019 revenues reaching USD12.6BN per year. Following the pandemic-hit 2020, 2021 saw a strong rebound in both numbers and revenue – with 2022 predicted to be even better.

Those prediction­s are based on the wealth of domestic and internatio­nal events taking place in the country, including the UN Climate Change Conference COP 27, the centenary of the discovery of Tutankhamu­n’s tomb, and the highly-anticipate­d opening of the Grand Egyptian Museum, slated for November. Two recent high-profile events, the Pharoah’s Golden Parade and the Luxor Sphinx Avenue reopening, garnered significan­t acclaim from the internatio­nal community, which El Kady believes has done much to reassure travelers about Egypt as a destinatio­n, and the nation’s ability to host major undertakin­gs.

“Egypt Alive” forms the basis of ETPB’S strategy of global outreach, which aims to increase visitor numbers from existing markets, as well as opening up new ones, particular­ly the US, Canada and the Far East. It comes at a time when the ETPB has the wind in its sails, having recently won the UN World Tourism Organizati­on Video Award for Exceptiona­l Stories of Sustainabl­e Tourism for its campaign video showcasing Egypt’s tourism potential, and how the sector is advancing the 2030 agenda for sustainabl­e developmen­t. With 2022 shaping up to be a landmark year for the nation, El Kady’s message is clear: “Everybody should come and experience Egypt.”

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