A recent Egyptian tourism campaign ‘Masr Wahashtouna’ managed to pull in 40% of tourist numbers from the Middle East. The campaign was successfully rolled out by entourage and the Egypt Tourism Authority. entourage also led the media strategy for the targeted tourism campaign, bringing Egypt back up to the top five touristic destinations in the Middle East.
The campaign’s success resulted in notable hotel-occupation rate increase of 70% pre-Eid in most tourism areas and reaching 100% occupancy during Eid throughout Egypt.
Egypt’s minister of tourism, Hisham Zaazou, said: “The campaign has engaged Arab tourists to increase to unprecedented numbers. The campaign will now also target foreigners, who make up a large segment of tourists that travel to Egypt- around 70% of tourists. We hope that tourist numbers would rise by up to 10% this year, and recover to pre-uprising levels of 14.7 million visitors in 2015.”
The campaign was built on different phases; awareness phase, Ramadan phase, and Eid phase. According to entourage , the Ramadan phase had the highest success of reaching to the most Arab countries, and had a response factor of an average of 40% increment from Arab countries (48% response from the UAE market, 28% from the KSA Market, 37.5% from the Jordan market). Due to the success of the second phase, entourage and the ETA were able to launch the third phase with an expandable approach and a target of increasing figures over the Eid Al Adha period.
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