Unrest in Egypt has taken the shine out of the mighty land of the pharaohs, but local tourism authorities and sellers are not giving up. By Greg Lowe

It is indisputable that Egypt’s rich culture and history provide an exceptional setting for incentive planners who can choose from an impressive range of products and activities such as visiting the Great Pyramid of Giza, cruising down the Nile or opting for some beachside relaxation at the Red Sea resort of Sharm el-Sheikh.

The country has clear aspirations for tapping these resources and putting its meetings industry well and truly on the global map. It is unfortunate, then, that political turmoil and a fragile security situation has rendered Egypt a no-go destination for many corporate travellers, especially in the light of a bomb attack on a tourist bus which killed three South Koreans in February and a suicide bombing near Sharm el-Sheikh in early May.

“It is really sad to say that outbound to Egypt has come to a stand-still,” said Alicia Seah, marketing communications director at Dynasty Travel, an outbound specialist in Singapore.

“Prior to these current political and security issues, Dynasty Travel was taking at least 1,200 to 1,500 travellers to Egypt annually. (The problem is) especially (true) for MICE. No company will send their employees to any part of world deemed a high risk – Egypt is already considered a ‘write-off’,” Seah added.

The downturns in both business and leisure travel have hit Egypt hard, especially given the number of people who rely on tourism to make their living. However, the fallout is not only dampening revenue and costing jobs, it is also hampering the local industry’s capacity to service MICE groups effectively, said Karim ElMinabawy, president of Emeco Travel, one of the country’s leading DMCs.

“This is a major problem,” he said. “The lack of business and specifically the lower MICE traffic means labour is losing its talent and experience.”

There is an upside to this part of the story, however. Egypt’s Ministry of Tourism is transforming the current quiet time into an opportunity for the destination to up its game. A few months ago it sponsored and organised training programmes to develop MICE-related skills for all staff at hotels, which could ill-afford to foot the bill themselves given the low revenue they have faced for the past few years.

“The plan is to ensure Egypt’s standard of service is back to normal when business is expected to return after the election which should take place this coming fall,” said ElMinabawy.

Currently there are no official statistics on MICE arrivals and spending. Overall international visitor numbers are, however, tracked and the decline has been severe. Arrivals fell 28.9 per cent year-on-year to 642,197 in January 2014, according to data from the Central Agency for Public Mobilization and Statistics.

Again, authorities and the private sector are taking measures to address these issues. Egypt Tourism Authority formed its first ever MICE department in 2012. The country won the Event category in the ITB-Cinema Award 2014 at ITB Berlin for its Incentives made by where it all begins video. Egypt is also planning to make Sharm el-Sheikh its first-ever green city.

The destination has also had some success in encouraging major associations to hold at least one key event in the country, with SITE Executive Summit 2013 and Euromic Annual General 2014 as two recent examples.

Other initiatives to lure back travellers include subsidising charter flights to resorts on the Red Sea, such as Sharm el-Sheikh, Hurghada and Marsa Alam, as well as El Alamein on the Mediterranean coast. Direct flights from Paris, London and Istanbul to Luxor, Hurghada and Sharm el-Sheik started on March 1, enabling groups to bypass Cairo and head straight to key destinations.

Marwa Al Ashkar, director of marketing for Accor in Egypt, said combining these and other collaborative efforts, including social media campaigns and live video streams from Sharm el-Sheikh and Hurghada, are helping to restore the country’s reputation.

“Business groups are the main MICE contributor for Accor hotels in Egypt,” she said. “This year, with the political scene gradually stabilising, we’re expecting promising developments from other markets, in particular Asia.”

Need to know

In Agatha’s footsteps

Fans of Agatha Christie will clamour for the opportunity to meet and stay at The Old Cataract Aswan Egypt, where the grande dame of whodunits penned her classic Death on the Nile, which was also filmed at the property. Ideal for executive groups, the luxury hotel, built by Thomas Cook in 1899, features five small meeting rooms suitable for groups of 40 to 55. High tea on the terrace overlooking the Nile and the ancient ruins of Elephantine Island is another option and a suitable shore activity for river cruise groups.

Visit www.sofitel-legend.com/aswan for details.

Go on an adventure

Energetic and adventurous incentive and teambuilding programmes can be planned around Ras Abo Gallum National Park, a protected area and safe haven for Bedouin culture.

A jeep safari can be arranged, as well as a Bedouin lunch, camel rides, snorkelling at the Blue Hole – a 130m deep submarine sinkhole – and a walk around Dahab bazaar to round off the day. These activities are suitable for most people but group members need to be prepared for some exertion.

Visit www.whitesharkegypt.com for more information.

Cruise down the Nile

Nile cruises are one of the most popular was of exploring Egypt’s ancient past. Dahabiyas, traditional sailing boats and also the name of King Farouk’s own vessel which he used to travel between Luxor and Aswan, provide a more luxurious and relaxing way to soak up the surroundings of the Nile Valley than the larger diesel-powered cruisers.

The eight-berth luxury boat tours are an ideal post-conference option or incentive for smaller groups who have already visited Cairo.

Approach Emeco Travel arrangements. Visit www.emeco.com for details.

Dynastic dining

Groups wanting an impressive backdrop to their event can hold their gala dinner at the temples of Luxor or Karnak in Luxor, the ancient city of Thebes, or other nearby locations such as the Mortuary Temple of Hatshepsut, near the Valley of the Kings. Factors such as group size and weather conditions will determine the choice of temple and events can only be held in the external areas, but the experience will doubtlessly be unforgettable given the history of these structures.

Regal meetings

Mena House Hotel, a former royal hunting lodge built in 1869 that was developed into an opulent palace-like property, affords staggering views of the pyramids at Giza which are located just 700m away. The hotel features 40 acres of gardens and plenty of locations for gala dinners and events. The terrace provides an exceptional view of the pyramids, making it ideal for a sunset reception with cocktails and canapes. Mena House Hotel also offers 1,890m2 of events space, including six private banquet rooms with a maximum capacity of 520 pax, and three boardrooms.

Visit www.menahousehotel.com for more information.