ITB 2018

Egyptian tourism minister takes charge

New political boss calls for better marketing to capitalise on tourism comeback.

March 08, 2018
Egypt is riding high as tourists return to Red Sea resorts.
Photo: Gettyimages

Egypt aims to build on its strong recovery in 2017 by attracting more visitors through a better marketing strategy, new tourism minister Rania Al-Mashat told fvw at ITB. The country’s first female tourism minister, a trained economist, is conducting an in-depth review of activities and is already forming a clear view of what needs to be improved.

“We must be more flexible and faster with our marketing,” said Al-Mashat, adding that Egypt needs to find a story to tell and then adapt it for different key source markets. Al-Mashat also underlined her intention to make Egypt a more attractive destination for a wider range of tourists.

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