“On a global level, Egypt’s new campaign will shed light on cultural tourism; 20 – 25 percent of the campaign’s budget will be allocated towards promoting this specific type of travel. The new campaign specifically targets the restoration of tourism to cultural destinations by creating tourist packages that combine visits to cultural locations with opportunities to stay at beach resorts,” elaborated Ali.
Hoteliers seem to be sharing the same vision, with Sameh Sobhy, general manager, Semiramis InterContinental Cairo, commenting, “Egypt’s strong cards are its unique historical sites and rich heritage – Luxor alone has one third of the world’s ancient monuments – its breathtaking resorts in addition to [...] the sunny weather which you can enjoy every single day of the year.”
Tarek El Sherif, director of business development, Conrad Cairo Hotel, suggested that the country is in a development phase, coming out of four tough years, and following a recent economic forum, several contracts pertaining hospitality business were signed.
“We are seeing more corporate travellers coming to Egypt and staying longer than average to finalise and close deals [...],” El Sherif added, shedding light on the MICE segment’s evolvement.
Sobhy agreed that Cairo has become a hotspot witnessing higher interest from GCC markets and there has been an increase in corporate demand due to international conferences, exhibitions and workshops.
The two segments – culture and MICE – have intertwined in Ali’s explanation.
“Egypt has a unique potential for MICE tourism, with events that can be organised in its desert subdestinations, halls of its historic temples such as the Karnak and Hatshepsut temples in Luxor for instance, or even historical palaces in Cairo like the Manial Palace and the Prince Mohamed Ali Palace,” he explained.
Various developments springing up nationwide also support the market. Ali went on to confirm this, saying that the tourism sector is rather lucky given that Egypt is now witnessing the launch of a number of mega projects such as the New Suez Canal which is expected to have a largely positive impact on all fields either directly or through a trickle-down effect.
A recent report by Colliers International further suggested that three national mega ventures, the Suez Canal expansion, Cairo Airport City and New Capital City, are anticipated to drive demand for real estate.
Ian Albert, regional director, Middle East, Colliers International, elaborated, “Over the last four years, we have seen a palpable change in investor appetite towards the Cairo real estate market. The infrastructure and real estate mega projects driven by the government and international investors have undoubtedly had a positive impact on the economy.
These projects have the potential to significantly change the current economic landscape of Egypt, and yield additional benefits if managed effectively.”
Moreover, according to the report one of the segments where improved consumer confidence is the most evident is the hospitality sector and the signings of international hotel brands, such as Swissôtel Katameya in Cairo, DoubleTree by Hilton in Ain Al Sokhna, and Westin in Soma Bay demonstrate high levels of confidence among investors.
Verifying this, Eman Yasaky, area director, public relations, Egypt, Kempinski Hotels, commented that the European company remains confident in the North African country as a destination for both business and leisure travel.
She said that based on the success of Kempinski Nile Hotel and Kempinski Hotel Soma Bay, Kempinski Hotels has continued to expand in Egypt with Kempinski Hotel Royal Maxim, its second property in Cairo and third nationwide.
The Egyptian capital also saw the introduction of The Nile Ritz-Carlton, Cairo, while Novotel Marsa Alam opened its doors as the fifth of the brand in Egypt.
Continued stability is undoubtedly crucial to a brighter future for Egypt, and let’s not forget that as El Sherif posited, “Egypt will always remain the land of history.”
