CAIRO: As part of the ongoing effort to lure a record 16 million tourists by 2014, the Egyptian Tourist Authority (ETA) has paired up with private advertising companies to launch an aggressive domestic and international campaign showcasing Egypt as a leading destination. Under the auspices of Prime Minister Ahmed Nazif, Minister of Tourism Zoheir Garranah and ETA Chairman Ahmed El Khadem, the We are all Ambassadors for Tourism in Egypt campaign, launched last night by Egypt-based agency Identity advertising, is a public awareness initiative geared toward raising awareness among Egyptians of the importance of tourism for Egypt s social and economic prosperity. In 2005, Egypt hosted a record 8.6 million tourists, up from 8.1 million the previous year, according to the ETA. Germans were the most frequent visitors with 979,000, ahead of Russia, Britain and Italy. The number of Arab tourists was 1.7 million, a 13.8 percent increase, with some 350,000 visitors from Libya, and nearly 310,000 from Saudi Arabia. Already, an international campaign has been launched in the Middle East and North Africa. The Nawart Misr (You Light up Egypt) Campaign kicked off last December to showcase Egypt as a shopping, cultural and therapeutic destination for Arab tourists seeking a quick getaway. Tourism officials are looking to give a boost to Egypt s progressive health sector through outside visitors. The Dar El Fouad Hospital in 6 October City, for example, is believed to be an ideal facility for luring Arab tourists who would otherwise travel to New York or London for serious medical procedures, as its proximity to residential areas allows for families to temporarily rent out nearby apartments. The Nawart Misr campaign will launch another round of commercials, with international Egyptian superstars such as Omar Sherif, Yosra and Hakeem serving as spokespersons. Later this month, the ETA will also kick off a nine-country road show. This includes stops in Libya, the United Arab Emirates, Saudi Arabia, Tunisia, and Morocco, on which Garranah or El Khadem will spread the good word about Egypt. Unlike previous years, the ETA has opted to consolidate their integrated marketing efforts with a global advertising agency. DDB advertising agency and its sister Omnicom Company Fleishman-Hillard International Communications has taken charge of the international campaign. The international campaign to non-Arab countries is due to launch in the coming weeks. Set to serve as a follow-up to Egypt s Red Sea Riviera Campaign, for which commercials are still being aired, the new promotion will highlight all aspects of Egyptian tourism, including ecotourism in the New Valley governorate, Upper Egypt, and, most of all, North Coast tourism and development. This campaign will specifically look to draw Europeans beyond the Nile Valley to areas which are already undergoing massive expansion and developmental initiatives.
