Who’s Who - Egypt 2007
3-4 million, it will not suffice that we have a similar culture, speak the same language and have all the historical and natural marvels that everyone knows about: we also need to offer them equal or better opportunities for shopping than in their home countries.” Training and Marketing
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development are allowing for the construction of new marinas. One recent report named Egypt as the Undiscovered Golf Destination of the World. Improved infrastructure and communications are essential elements to the realization of planned, fully integrated megadevelopments, such as in El Gouna. These massive projects enable large scale developers from countries such as Saudi Arabia and the UAE to undertake self-contained developments that include international class hotels, restaurants, shopping and leisure facilities. Further projects are already in the pipeline for other destinations. The Tourism Ministry sees these investments as essential in their efforts to build on the already rapid growth in numbers of tourist visitors from the Gulf, currently increasing at around 13 percent each year. Attractive Resorts, Competitive Prices Mr. Garranah believes that Egypt has some major advantages as a destination for Gulf tourists: The pleasant ambience of the Mediterranean coast complements the prospect of sunshine all year round in the popular resorts of the Red Sea and Sinai. Real Estate prices in Egypt are still very reasonable compared to many Gulf resorts, and recent liberalization of tradi-
tional restrictions has made it much easier for foreigners to buy property. “Every foreigner is treated today as an Egyptian, in terms of freehold, right to use, selling and buying, registering, all the essential rights for investors to be able to realize the full potential of their investments are today fully assured in Egypt,” Mr. Garranah explains.
Mr. Ahmed Khadem, Chairman of the Egypt Tourism Authority (ETA), explained how the industry is addressing the key issues of marketing and training that will underpin the ambitious growth targets for the industry. “The trainers themselves move to the important tourism spots of the country like Sharm El Sheikh, Hurghada, and so on. They undertake the training initiatives on site, using the existing facilities. This is a very efficient way of addressing the urgent need for training there is in our country until we develop a series of training centers in the main tourist centers.” Mr. Khadem is also overseeing an approach to marketing Egypt as a popular tourism destination for tourists from the Gulf States that will utilize Egypt's very strong reputation throughout the Arabic speaking world for cultural excellence. The Tourism Authority is organizing a program of promotional
Retail At present, Mr. Garranah admits that Elezabi wants to Egypt is still weak in strengthen Egypt's marketing efforts in the area of large shopthe Gulf ping developments, and believes that this is a particular issue for visitors from the Gulf, events covering a number of the Gulf who like to visit the country as families. States that will encompass cultural and The development of the retail sector in artistic activities as well as a ministerial Egypt suffered for many years from protec- visit and specific promotions by leading tionist polices that have now largely been companies. For tourists and investors around the removed, and there has already been a rapid improvement in many parts of the Gulf, the message from Egypt is that the country, but there is a real need for govern- market is very much open for business. As ment initiative to encourage more growth Mr. Garranah confirms; “We always like to in retail. “Last year we had 1.9 million say to investors and tourists from the Gulf tourists from the Gulf visiting Egypt, and if that they are always welcome to Egypt as we want to achieve increase that figure to a second home.” 53