TTG Intelligence
Discounting is key to reviving north Africa
Almost a year on from the Arab Spring, consumers are still hesitant about booking holidays in Egypt or Tunisia, but attractive pricing is helping to turn the tide. By Lucy Siebert
or Tunisia than this time in 2010, although discount prices could lure them back, according to new exclusive research forTTG. A Harris Interactive poll of 1,100 UK adults aged 16 and over was conducted between November 15-23. This showed that despite the unrest,
N
41% of people would consider visiting north Africa on holiday. Of this, a third of people chose Egypt (31%), followed by a quarter who chose Morocco (26%) and 17% who picked Tunisia. While this may seem like a positive
Databox
OF PEOPLE ARE LESS LIKELY TO VISIT EGYPT OR TUNISIA THIS YEAR
34% 22 01.12.2011
orth Africa’s political upheaval this year means that 34% of consumers are less likely to visit Egypt
result, far more people said they would have considered travelling to Egypt and Tunisia before the Arab Spring began. This time last year 52% of people would have considered Egypt and 39% would have gone to Tunisia. Since the political upheaval, over a third of people (34%) now say that they have become less likely to visit either of these countries. Thomas Cook recently laid part of the blame for its current troubles on the situation in north Africa. However, David Wiles, managing director of Discover Egypt, said his own sales were holding up. “We sell
a lot of the ‘classic’ side to Egypt featuring Cairo and cruise, and we have only had one cancellation since the latest trouble started. People still want to see the pyramids and even go to the Egyptian Museum in the downtown area,” he said.
Changing opinions Both Tunisia and Egypt are aware of the need to challenge perceptions, and have launched marketing campaigns in the UK in a bid to boost their tourism industries. Egypt’s new tourism minister Mounir Fakhry Abdel Nour said at World Travel Market last month that the country’s new marketing
campaign would target families, older people, couples, youths and honeymooners. Adverts about Egypt have been seen or heard by 25% of people, but only 12% said they had noticed promotion of Tunisia, which has been led by the “I Love Tunisia” tagline this year. It seems that pricing is the most persuasive way to entice tourists back, with between 26%-30% of respondents saying they would be more likely to consider Egypt or Tunisia if rates were lower than another holiday destination. “There are always great value packages available for families, and independent travellers can find great value in our bars, boutique hotels and hostels,” said Anissa Ramoundi, UK director, Tunisian National Tourist Office. Phil Hindle, assistant manager of
Cathedral City Travel, told TTG that discount pricing for Tunisia was helping to attract bookings. “We have had a couple of good bookings for Tunisia in the past month, because the pricing is extremely competitive,” he said.
Vantage West, 6th Floor, Great West Road, Brentford, TW8 9AG T: +44 (0) 20 8263 5200 W:
harrisinteractive.com/uk/
12% 3/4
have seen or heard advertising about Tunisia
have concerns about travelling to north Africa
would book a holiday to Egypt if it was discounted significantly
A third
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64