A new international tourism campaign targeting emerging markets will kick-off in August for the fiscal year 2015-2016, the Tourism Ministry of Egypt announced in March.
The ministry also announced that an international tender for companies who specialize in the field of promotional campaigns tourism will be launched. On April 1, a session for companies’ inquiries will be held at the Egyptian General Authority for Tourism Promotion. The deadline for tender submissions is May 31, when technical envelopes will be opened as well.
The new campaign will include integrated public relations strategies. Throughout 2014, and during the first few months of 2015, several tourism marketing campaigns were launched to attract Arab tourists. One of the campaigns, which was launched earlier this year was, “Masr Orayeba” (Egypt is Close), which included a 5-minute song encouraging Arab tourists to visit Egypt, and featured many Egyptian actors and actresses.
The Ministry of Tourism aims to increase the average occupancy rates during 2015 to 65 percent from 35 percent in 2014. Hurghada and Sharm El-Sheikh showed the highest occupancies over 2014, compared to other regions of the country. The average occupancies in tourist cities in the Red Sea and Sharm El-Sheikh exceeded 45 percent.