Egyptian Tourism Office doubles marketing budget for India

Bapun Raz

Staff member
3 Nov 2010
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In a bid to regain the lost ground and re-establish the country’s image in the India market, which has suffered due to the Tahrir Square mishap in February this year, the Egyptian Tourism Office (ETO) in India will double the marketing budget for India region. According to Adel El Masry, Director, ETO the promotional activities which were deactivated due to political unrest in Egypt will be reactivated in a much bigger scale now in India and other Asian markets. As per their strategy, the ETO aim to organise familiarisation trips for Indian tour operators and the media in the next two months, besides organising offline training programmes for the travel trade in different cities.

Masry said, “The situation in the country has improved considerably, looking at which we have reworked on our marketing plans. We aim to attract MICE outbound tourists from India as it consists 40 per cent of our total inbound from India. Moreover, with our promotional activities we are also targeting religious, honeymooners and adventure tourists.” Egypt received 114,000 Indian tourists in 2010 and expects a growth of 20 to 30 per cent in the current year. Also, in order to enhance the visibility of the destination in the India market, Masry said that the tourism board will participate in all the major travel marts and exhibitions happening in the market in future. “For instance, we are preparing for the upcoming Pacific Area Travel Writers Association (PATWA) scheduled forAugust in Delhi.”

Furthermore, Masry said that the Tourism Board is currently having dialogues with leading travel trade associations’ leaderships in the country – TAAI and TAFI – to convince them to select Egypt as the destination for their 2011 annual conferences.
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