tourist figures to reach the pre-2011 levels, and according to ElSherif, the country needs to launch an extensive public relations campaign in major languages using international media.

“This needs to be done for a period of time [putting out a] consistent message and lots of testimonials from those tourists who are still coming to Egypt and show how safe it is. In the meantime, there have to be strict measures for security and reflecting political stability.

Media and communication is the key to help the country,” he claimed.

In fact, at the beginning of the year, as part of the regular assessment of security at tourist resorts, Hisham Zaazou, tourism minister, Egypt, announced a series of measures for which the state would commit EGP250 million (USD32 million) in order to enhance safety at popular spots.

Mousa commented, “The government should concentrate more on the security at airports and all areas in Egypt, [and] should communicate with foreign governments who are sending tourists to Egypt to at least reduce the travel warnings against Egypt.”

He also emphasised that a big budget should be spent on efforts aimed at improving the country’s image overseas through international campaigns, advertisements and especially social media.

Similarly, Freise said, “Actually, the government officials have placed so much effort on that end. You can see and feel the improved security measures. Media has to play its role as well, showcasing what Egypt has, not only on the cultural level, but also on the leisure side.”

GOING AHEAD

Hoteliers do not give up easily and remain committed to continue building and maintaining guest loyalty in today’s dynamic consumer markets, Sameh Sobhy, general manager, Semiramis InterContinental Cairo, underlined.

“This of course is supported by a strong focus on training and building a service culture to the benefit of our colleagues and guests. We will continue to deliver a global, local and personalised InterContinental brand experience through our strong presence in local and international markets,” he continued.

ElSherif agreed that the only way forward is to develop and improve the quality of services to exceed guest expectations.

Endurance seems to have brought results, as Sobhy concluded, “With the recent recovery of stability in the country, our occupancy levels have improved gradually.

[This year] has started off strong. January has signalled a very positive trend, so let us hope that this trend continues with the return of more stability.”