features: personality profiles: New focus on business
New focus on business
Egypt’s minister of tourism, Mohamed Zoheir Garana, talks to meetme about raising awareness of Egypt as a meetings destination, establishing trade associations and making the most of the country’s many attractions
How does the meeting and incentive sector fit into the tourism strategy for Egypt?
The Egyptian Tourism Authority (ETA) has been doing a lot of work on meeting business development and we are taking a strong stand as far as meeting business is concerned. We want to promote more meetings and we will do our utmost to promote this sector as much as possible. We aim to position the country to a certain level of business using a strategy that should accommodate everybody's needs.
What is happening with the establishment of a Consortium of Certified Travel Agents?
The project was established two years ago to try and find a basis for a business association. We are at the process where the criteria is almost agreed upon. Now it is for the trade to decide the final bylaws and criteria. We don't want to impose on the trade. This should be a trade run association. But for sure it will definitely be set up this year.
Are there any plans to establish a convention bureau?
The conventions business is mainly directed by the Ministry of Trade and Industry. They are in charge of the convention centres and trade fairs here in Egypt. If they create a convention bureau then definitely we will promote it.
How is Egypt doing at attracting large-scale associations business? What have been your most recent wins?
The bidding for these events typically takes three to four years. The ministry of tourism does not get involved but we are informed as the bid process proceeds. Egypt has just been awarded the IMF meeting for 2012, which will see 25,000 delegates coming to the country. At the moment it is not finalised whether this will be held in Cairo or in Sharm El Sheikh. It all depends on the logistics of the event. However, this will definitely be a very big event and will consume all the tourist facilities in the country. Other conferences held here are typically 1,500 up to 5,000 delegates. Although in 1994 we did hold a convention for 14,000, which was the biggest event to date. IMF will be the biggest event ever held in Egypt, but then the IMF is always the biggest meeting no matter where in the world it is held.
How is Egypt equipped to accommodate large-scale events for over 10,000 delegates?
We are extremely well equipped. The growth of the conventions business sits on very strong grounds in Egypt. Success is about preparation and procedures. Whether you are dealing with one visitor or 10,000 the procedures are the same.
What are the main industries attracted to Egypt for meetings and incentives?
Anything and everything. Construction, pharmaceuticals, IT and medical meetings are among the most common. Basically, any industry that has a lot of future development.
What are the main inbound markets?
All countries are coming to Egypt. However, the top five markets are Russia, the UK, Germany, Italy and France. New emerging markets include China, which is coming back strong, India and Korea. We have offices in China and Korea and we are conducting international campaigns with consumer media in these markets. The more you invest the more you get. Our plan is to go city by city in China and promote Egypt, and by doing this we have seen big changes in inbound figures. Russia is another market where we have seen good growth. It has been the top inbound market for the past three years and was the first market to pass the two million arrivals mark. These tourists are mainly headed to resorts, but they also take day trips to cultural sites.
What is the breakdown of meetings to incentives? Are you seeing more groups combining the two with one itinerary?
Usually groups combine both. The average itinerary is four nights, five days. Generally, the longer they stay the more time they spend in meetings. For example, a six-day itinerary would typically see one to two full days spent in meetings.
How does Egypt's meetings infrastructure compare with the new world-class facilities being developed in the Gulf? Do you have any plans to upgrade or add to the facilities currently available?
We have been improving a lot recently and investing in infrastructure. Sharm El Sheikh saw its new convention centre open in 2005. That was a huge development for Egypt. Now, the Cairo International Convention Centre (CICC) is to undergo a total refurbishment. They are building a hotel and extending their facilities. The work will take four years to compete. There are also new developments in Alexandria, with a new conference centre in Alex West.
Egypt has many 'wow' venues, such as the pyramids. How do you use them to create 'wow' events?
There are a lot of restrictions on the use of our antiquities for events so even if you come up with a 'wow' crazy idea it has to go for approval. But ideas are endless and if let your imagination run wild and dream you can do miracles with what we have. To be honest, we don't use them enough.
What incentives are offered to meeting planners considering placing business in Egypt?
We did some research to see what European planners thought of Egypt. We started this in the UK and found that the industry does not see Egypt as a meetings destination. We aim to do fam trips, develop our network and launch a niche campaign targeted at promoting Egypt as a meetings destination. It is all a question of awareness. We are building a strategy and will begin working with the UK market this year. We will work with the Consortium of Certified Travel Agents to roll out this strategy. After this, we will work on rolling this out to other markets.
We are also introducing niche campaigns for desert and eco tourism, golf tourism, and wellness and spas.
The Egyptian Travel Authority has recently established a meetings and incentives division. How is that going?
We established this a few months ago. We are waiting for the trade consortium to be established and will work with them on promoting Egypt as a meetings destination.
Cairo has traditionally been the meeting hub of Egypt but now coastal destinations such as Port Ghalib and Sharm El Sheikh are coming to the fore. What are the advantages of holding meetings in such mixed-used developments?
Cairo is a big city and is a very good environment for meetings. However, it does have its challenges, such as the traffic. This gives us the opportunity to showcase other attractions in Egypt and facilities such as those in Port Ghalib or Sharm El Sheikh combine meeting facilities with the desert, sea, resort and diving. We find that often meeting delegates will return to Egypt. They like to come back with their families to share what they have experienced.
