With a focus on safety, engagement, and the vibrancy of the Egyptian experience, El Kadi detailed how the ETA is reshaping perceptions of Egypt as a dynamic and appealing travel destination through a new marketing strategy
In an exclusive interview, Amr El Kadi, the CEO of the Egyptian Tourism Authority (ETA), shared insights into the authority's strategic efforts to revitalize Egypt’s tourism sector amid ongoing global challenges with Business Today Egypt.
With a focus on safety, engagement, and the vibrancy of the Egyptian experience, El Kadi detailed how the ETA is reshaping perceptions of Egypt as a dynamic and appealing travel destination through a new marketing strategy.
El Kadi began by addressing the complex geopolitical landscape affecting tourism in the region. “We have to admit that there are significant events happening around us, but we must communicate the facts,” he stated, emphasizing that Egypt has a “very solid, strong, stable government.”
The CEO explained that the authority has met with international stakeholders and the media, discussing the growing conflict around the country and providing accurate facts and figures to assuage concerns and emphasize Egypt’s safe track record.
“Since October 7 of last year, Egypt has received more than 15 million international travelers that have returned home safely, and we’ve had zero incidents. This is strong evidence that Egypt is a safe destination,” El Kadi highlighted.
This statistic, he noted, is pivotal in countering negative perceptions. “The more we communicate with the world, the more they listen,” he added, highlighting the authority’s proactive approach to engaging with international media and stakeholders.
El Kadi is passionate about transforming the tourism experience in Egypt; “We need these visits to be experiences,” he said, advocating for a shift from mere sightseeing to immersive cultural encounters.
He explained that tourists should not only visit landmarks but also engage with the stories and traditions that define Egypt, highlighting that it’s about storytelling—sharing the history and the vibrancy of the country.
“This is actually the true essence of Egypt. Go onto the streets, and you’ll see that the streets never sleep in Egypt,” he added.
To achieve this, the ETA is introducing a variety of events designed to bring Egypt’s historic sites to life. “We’re promoting concerts, cultural experiences, and sports events like marathons in archaeological sites,” he noted. “This approach shows that Egypt is alive, not just a place where ancient people lived and died 5,000 years ago.”
El Kadi also detailed a new marketing and communications strategy, emphasizing the country’s vitality and active nature, including this year’s campaign “Egypt Alive 365”.
“This campaign expresses the aliveness of the country, connecting modern and contemporary Egypt and blending it with our marvelous history,” El Kadi explained.
He emphasized that the goal is to attract younger travelers who are eager for adventure and cultural exploration. “After the pandemic, younger generations are looking to travel more and to explore local cultures, not just visit landmarks.”
The new strategy encourages potential visitors to expand their expectations of what Egypt has to offer.
“One of our previous campaigns was titled ‘Your Expectations are History,’” he noted, adding that “We want people to realize that while they may think of Egypt as just the pyramids or the Red Sea, there is so much more to discover.”
However, El Kadi also recognizes the challenge of shifting Egypt’s image from a destination for older travelers and families to one that appeals to the youth market.
“Changing a country’s image takes time,” he stated. “Historically, Egypt has been viewed as a place for retirees. Now, we want to create an inclusive environment that attracts everyone—elderly travelers, families, and especially the younger generation.”
He predicts a gradual transformation over the next five years, stating that as global tourism dynamics shift from group travel to independent travel, “we will adapt our strategies accordingly.”
He added that it’s essential to address the needs of fully independent travelers, or FITs, as they begin to explore Egypt.
“Egypt has so much to offer—our culture, our history, our people. We are ready to share it with the world,” he said, embodying the spirit of resilience that defines Egypt’s tourism revival.
In addition to attracting leisure travelers, the ETA is keen on tapping into the MICE (Meetings, Incentives, Conferences, and Exhibitions) market, emphasizing the unique appeal of Egypt as a backdrop for business events.
Imagine hosting your conference at Karnak Temple or the Pyramids — “You can never have such great backdrops anywhere else,” he said, inviting businesses to consider Egypt for their corporate gatherings.
