INTERVIEW EGYPT TOURIST OFFICE
Egyptspeaks
What are the most important challenges you face as the new director in London? It’s mainly the recent and current situation; these are very challenging times after the revolution and the election.
OMAYMA EL-HUSSEINI Director, Egypt State Tourist Offi ce, UK & Ireland 020 7493 5283
www.egypt.travel
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What are you planning to do to counter that? With our usual range of activities but also by doing things outside the box. People need to be assured that there is stability and that the situation on the streets is safe. We need to get this message across. The coastal areas remain untouched and enjoying the same atmosphere as for many years. The British market is a very mature market which is to our advantage. It is also the most important market with loyalty to the destination and the Foreign Offi ce has shown support and solidarity; no travel advisories were issued against the country.
What are visitor fi gures like? Although the fi gures have plummeted by maybe 20% because of the situation, the price of fuel and the departure tax have been important factors too.
I’m confi dent the market will
restore to its previous levels very quickly. I’m expecting numbers to rebound. We had some 250,000 visitors up to
the end of March. By the end of the year I hope not to be down at all. I want to restore numbers to 2010 levels which was a great year for us. I’ve been hearing from our tour operators that July and August look very good with some reports of 15% increases in bookings for this period. By year end we will have offset the bad times
“By the end of the year I hope not to be down at all. I want to restore numbers to 2010 levels which was a great year for us. I’ve been hearing from our tour operators that July and August look very good.”
What plans do you have to promote Egypt for the rest of this year and into next? We have our ongoing plans;
Maybe 30 of the 70 boats will have this permission to sail.
The cruises have been stopped for more than a decade and a half after some terrorist incidents and there has also been navigation and irrigation work so now we’re ready. There’s been increasing demand from tour operators.
Are there any other new products on the market? We’re working on spa and wellness and on golf; these are the markets we’re working on big time right now. We also want to bring back more classical tours – 80% of Brits don’t involve themselves in classical Egypt so we want to get these back on the map.
we’re just going ahead with those, our usual marketing activities, fam trips for travel agents and also for travel writers. We do have workshops and online education programmes for agents. There were 30-second TV advertisements over the Diamond Jubilee period as well as posters in key London locations. This gave us very good publicity. We also have the Olympics and will be involved with the Africa village in a non- traditional way with a focus on modern Egypt. There will be PR with agents, operators and consumers. We want to spread the word in several British cities.
What are Egypt’s main attractions for UK visitors? The people; the hospitality; the warmth; the smiles; these are the main attractions of Egypt. The kindness of people, it’s extremely important, and is one of our biggest assets as well of course as the more obvious appeal of the country.
What’s the background to the re- started Cairo/Aswan Nile cruises? They were due to start in June and will actually go all the way to Nubia. Not all the ships will be authorised to do these voyages, only the high-quality ones with high-end accommodation and conformity to rules and regulations for night sailing etc.
Are you planning any fam trips? We are already doing that under our existing plans. Agents are usually suggested by tour operators.
Do you have any other training plans? We have educational programmes and agents can become Egypt Specialist Agents. We want to expand this. We started this in New York where I was previously based.
Overall, are you optimistic for the future? Yes I am, I can’t afford to be otherwise. When you work in tourism you have to be optimistic and to have the conviction and belief in your destination with the market you’re working with.
www.sellinglonghaul.com • July/August 2012 7
Post-it question
Q. Which countries do you see as your main competition?
A. Not so much specifi c countries but it’s more about value. Looking at the price of the package is crucial but Egypt has a lot more to offer. But Egypt is very good value although the UK departure tax is certainly a problem.
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