Tourism Promotion Authority to sponsor London’s World Travel Market
The logo of Egypt’s Tourism Promotion Authority

CAIRO: The Tourism Promotion Authority (TPA) will sponsor the registration of the World Travel Market, scheduled to be held in London from Nov. 3-6, according to TPA board member Mahmoud Shukri.

“As part of our comprehensive marketing campaign targeting the European travel market, TPA’s slogan ‘where it all begins’ will appear on all online registration forms and direct mail promotional materials as the official sponsor for the World Travel Market ,” Shukri told The Cairo Post Thursday.

During the three-day event, visitors, exhibitors and leading tour operators worldwide will observe a strong presence of the TPA’s logo on all the directional signage leading to the registration desks and on the desks as well, Shukri said.

Over the past 34 years, World Travel Market has been a leading global event for the travel industry, presenting a diverse range of destinations and industry sectors to U.K. and international travel professionals.

“We are proud to name Egypt as the World Travel Market 2014 registration sponsor. It is a testament to the power of WTM that one of the world’s leading inbound destinations is partnering with us during a critical time for the country’s vitally important tourism sector,” WTM Senior Exhibition Director Simon Press was quoted as saying by Thursday.

The U.K. is one of Egypt’s most important inbound travel markets and has been the largest source of European tourists for Egypt since 2010, according to the National Accounts Division of the Ministry of Tourism.

Europe accounts for 72 percent of annual incoming tourism to Egypt, according to the Egyptian Ministry of Tourism.

The Tourism Ministry is intensifying its marketing campaigns starting in October in the main tourism exporting markets to Egypt through Facebook and approximately 2,000 bloggers, Tourism Minister Hisham Zaazou told Al-Ahram earlier this month.

“Our plan is to attract more than 25 million tourists by 2020. Revenues generated will double from the 2010 peak of $12.5 billion to $25 billion within the coming six years,” Zaazou said.

Egypt’s tourism sector, which represents 11 percent of the country’s GDP, has been suffering from ongoing shocks ever since the 2011 uprising that toppled Hosni Mubarak.

Despite a few instances of apparent recovery, continuous instability, political turmoil and a lack of security have remained challenges to the sector.

In June, the ministry signed a cooperation protocol with Visa Inc. to market Egyptian tourism products, and a month later, it signed a six-month-long contract with Hill & Knowlton Strategies to push for arrivals during the winter season from five different European markets.

Also, earlier this month Google launched its 360-degree Street View imagery of the Giza Pyramids and five other tourist attractions.

According to Zaazou, previous marketing and promotional campaigns did not utilize an internet presence to attract new categories of travelers to Egypt, particularly young people.

Cultural tourism is one of the most important sectors of tourism that will be promoted via the internet, according to Zaazou, who added that this type of tourism was the most adversely affected by the crises of the past three and a half years.

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