company | news CAMPAIGN TRAIL Egypt bolsters tourism efforts
EGYPT HAS STEPPED up efforts to revive its tourism industry with a new $68m marketing campaign, focusing on 27 foreign markets, including the US, UK France and Italy. In August, New York-based advertising firm
JWT won its bid for a three-year promotional campaign set to launch in October. In a statement, Egyptian Tourism Minister Khaled Rami said Egypt is a major tourism destination and that it’s “time we came out to the world after years.” Te campaign will devote 25% of its efforts
to restore trust in cultural tourism, which has suffered significantly due to political turmoil in the years following the Arab Spring of 2011. Although instability and insurgency have seen tourist numbers decline and projects halted, government reports in April quoted the tourism
industry as still contributing 11.3% of Egypt’s gross domestic product, and the source of 7% of all foreign currency in the country. According to Minister Rami, the latest
campaign will help Egypt achieve its goal of securing 20 million international tourists by 2020. Tis year the country is expecting to see between 11 and 11.5 million arrivals, achieving revenues of up to $9.5bn. Its hoped the campaign will help Egypt meet
a $26bn revenue target from tourism by 2020. Infrastructural improvements have been set in place, including the new Al-Minya airport and the high-speed railway line set to link Cairo and Alexandria — the country’s two largest cities — while mooted plans for a seven-star hotel will further add to the country’s offerings.
egypt.travel
Giza, Egypt
NATIONAL GALLERY SINGAPORE
n WHAT: Opening on November 24, Singapore’s National Gallery will house Southeast Asia’s biggest collection of international art. At over 688,890sq ft, it’ll be Singapore’s largest individual arts institution.
n WHO: French architect agency, Studio Milou, has worked on the idea since 2008 when it set up a dedicated office in Singapore for the project. Its principal architect Jean Francois Milou sits on the Singapore Board of Architects and has been instrumental in designing this masterpiece in partnership with CPG Consultants. The gallery’s curator Dr Eugene Tan has amassed an impressive collection of artworks that he hopes will attract Singaporeans and their neighbors, as well international visitors.
n WHERE: The National Gallery will be housed in the former City Hall and Supreme Court. A golden canopy will connect the two Neo- Classical heritage buildings in the Civic District.
n WHY: This year, Singapore celebrates 50 years since becoming an independent nation and a throng of new openings are commemorating this milestone. The new gallery will be the home of Singapore’s national art collection, which presently consists of more than 8,000 works.
seasonal stat $1,028
The average domestic trip taken by a Travel Leaders Corporate customer in 2015 has cost
$1,028, up 6% on 2014, according to a study which examined more than three million business travel reservations in the spring.
trvlldrs.com
n HOW: It’ll become the world’s first gallery to celebrate Southeast Asian modern art. Two permanent collections will showcase works from the 19th and 20th centuries and international collaborations will complement these. One confirmed partnership is with the UK’s Tate Britain for an exhibit called Artist and Empire, slated for October 2016.
nationalgallery.sg
BIGIDEA
fall 2015 | ASTAnetwork | 25
WORDS: JOSEPHINE PRICE. IMAGES: GETTY
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