CAIRO: The Ministry of Tourism launched an internet marketing campaign to promote tourism in Egypt and attract tourists from Europe, Al-Mal news quoted ministry investment advisor Ibrahim Ashmawy on Thursday.
They signed a contract with Hill & Knowlton Egypt, a multinational firm specializing in communications, marketing, and public relation consultancies. “The campaign will go on for six months and will engage directly with the markets of inbound tourism that account for over 70 percent of total annual tourism traffic, namely Russia, Germany, Italy, India, and the U.K.,” Ashmawy said.
Egypt depends on tourism for 20 percent of its hard currency and the sector’s total investments are valued at $9.8 billion, according to the ministry.
Hill & Knowlton will undertake the internet promotion campaign through Google using the latest marketing techniques, Ashmawy said.
Between July 2013 and March 2014, revenues from the tourism sector decreased by 57.3 percent compared to the same period in 2012-2013, according to the Central Bank of Egypt’s report issued in May.
The campaign focuses on safari trips in the western desert’s oases, beaches, Nile cruise trips between Luxor and Aswan and the off-beaten track packages of trekking and sand surfing, Ahmed Shoukry of the Tourism Promotion Authority told The Cairo Post Thursday.
“The best budget-priced family vacations will be offered for over 30 different packages covering Egypt’s main destinations and points of interest,” Shoukry said.
In June, Egypt allocated $50 million of the general budget of the fiscal year 2014-2015 to fund a worldwide tourism promotion campaign in a bid to revive Egypt’s flagging tourism sector, according to The Cairo Post.
According to the Ministry of Planning and International Cooperation, tourist activity comprises 11.3 percent of GDP. Figures by the Sub-Accounts Unit of the Ministry of Tourism state there are 3.8 million workers in the tourism sector, 1.7 million of whom are directly employed by the sector and 1.8 million indirectly.