Generating an increase in repeat visitors is a priority for the Egyptian Tourism Authority (ETA), according to its Chairman, Ahmed El Khadem, who says, “We have a wide variety of attractions, varied enough to ensure multiple trips. Visitors could come once for cultural tourism and see the Pharaoh’s tombs and monuments and another time they could enjoy a leisure holiday in the sun on the Red Sea beaches. A third visit could include a fantastic oasis adventure or a diving experience,” he explains, adding that the diversity in Egypt’s tourism offer is the basis for the ETA’s strategy, the state agency responsible for tourism promotion.

Visitors to Egypt will enjoy cultural attractions, beaches on the Mediterranean and Red Seas, diving, golf, nightlife and constant sunshine.

ETA’s 2006 global advertising campaign, “The Gift of the Sun”, is focused on increasing awareness of Egypt’s diversified first-class tourism offers. Designed to emphasize the nation’s sunshine and target a wider spectrum of potential visitors from retirees to adventure sports enthusiasts, the new campaign intends to establish the country as a year-round destination.

AHMED EL KHADEM Chairman of the Egyptian Tourism Authority (INTERVIEW)

Mr El Khadem says that ETA has tried to extend distinct identities to each of the country’s destinations. Hurghada and Sharm El Sheikh are branded as family destinations as they offer something for all ages, while Taba is the perfect relaxation getaway for its serene landscapes and tranquillity. Dahab nightlife, on the other hand, is recommended for those looking for a livelier, youthful scene.

According to Mr Ahmed El Nahas (INTERVIEW), Chairman of the Egyptian Tourism Federation, Egypt’s main competitive advantage is affordability of the wide range of five star hotels as well as the low cost of living compared to Europe. “People are realising that Egypt represents extraordinary value for money.”

ETA is also promoting Egypt as a premier golf destination. In 2005, the International Association of Golf Tour Operators voted Egypt the Best Undiscovered Golf Destination in the World. Mr El Khadem says that special care has been taken in developing the country’s courses in compliance with international standards, and almost all of Egypt’s golf destinations will also offer world-class spa facilities.

Long a favourite destination for cultural tourism, Egypt is set to become the second-home for the British. ETA hopes an increase in the number of repeat visitors will help boost residential tourism. Mr. El Khadem says, “Until now, the locations of choice for UK second-home ownership worldwide were summer destinations. Very few, if any, were year-round destinations, and Egypt is now offering this for the first time.”

		Residential tourism Thanks to relaxation of property investment restrictions, UK holiday homeowners in Egypt have 5,000 years of history on their doorstep while enjoying sun and sand. A new investment law allows foreigners unlimited ownership rights on the mainland and 99-year lease agreements on the Sinai Peninsula.
		Leisure tourism From technicolour coral reefs, powdery sands to great golfing, Egypt offers everything for UK leisure tourists. The Red Sea’s 12 months of sun and the Mediterranean coast’s exclusive resorts allure the most discerning traveller. Only a five-hour flight from the UK, Egypt is an easily accessible holiday hotspot.
		Cultural tourism Egypt’s pyramids, monuments and temples according to Dr Zahi Hawass (INTERVIEW), “do not belong only to Egyptians, they belong to humanity.” From historic Alexandria to mysterious Cairo to the romantic Nile, Egypt offers an estimated two-thirds of the world’s antiquities and a truly unparalleled experience.