The freedom, enthusiasm, and pride that have conquered every Egyptian after the 25th of January revolution didn’t find its place only in Egypt, but has also traveled to Germany.
During the ITB 2011, one of the world’s leading tourism trade shows, that took place from the 9th to the 13th of March 2011, the Egyptian presence was even bigger and more astounding than each year. According to Mr. Amr El Ezabi, chairman of the Egyptian Tourist Authority, ITB 2011 was one of the most successful fairs that Egypt took part in, and that the Egyptian Hall has brought the ITB one of the most successful press conferences in its history, as 250 journalists were present and eager to know more about the situation in Egypt. Moreover, the German Minister of Economy, Rainer Bruederle, praised the Egyptian Pavillion at the ITB Berlin and expressed his deep admiration of the great success of Egypt during the exhibition of this year. During his inspection of the Egyptian Pavillion, Mr. Bruederle said that “Egypt enjoys a special and privileged position among the Germans who are really interested in Egyptian history”. He ensured, as well, that he was enthusiastic to visit the Egyptian Hall as a result of both the great attention it has received from the German media more than any other country participating in the exhibition, together with the high traffic visits to the stand.
The Egyptian tourism authorities used the events of the revolution as a marketing tool in international trade shows to promote Egypt. Accordingly, the newly appointed Minister of Tourism, Mounir Fakhry Abdelnour, unveiled the launch of a new global advertising campaign with a series of slogans celebrating the revolution. The new slogans include: Welcome to the country of peaceful Revolution, 7000 years of history and new era, and Tahrir – a square that rocked the world.
The campaign will run on TV, online & in outdoor media, and will use images reflecting the revolution including a postage stamp dated January.
Moreover, the ETA showcased several movies shot in Tahrir Square during the uprising of the revolution; the Egyptian flag was raised at the entrance of the Egyptian meeting hall, in addition to hotels and tourism companies that competed to put it on their printed brochures handed out to the visitors.
Additionally, Mr. Abdelnour stated that the country is expecting a speedy rebound in tourists’ arrivals and that the year is estimated to end with arrivals close to the level of last year. He also added that Egypt has suffered a short-term down fall in tourism numbers due to the political situation, but a quick recovery is expected with tour operators and airlines planning to return to their full frequency prior to the unrest. He also highlighted that over the past few days, the industry has seen indications of recovery as hotel occupancy is slightly picking up and the situation is bouncing back.