By Akram Medhat
Hesham El-Demery, head of the Egyptian Tourism Promotion Authority, said new rules have been finalized to regulate joint advertising campaigns with tour operators, including many criteria for evaluating the returns of these campaigns, both during and after their launch.
El-Demery stressed that the authority recognizes the importance and role of joint campaigns in driving inbound tourist traffic in partnership with tour operators, whom the authority considers real partners in promoting the Egyptian tourist destination. He noted that the authority's participation in joint campaigns is not mandatory but optional, governed by a set of rules and subject to many factors and circumstances.
He explained that the authority chooses to take part in campaigns that target new markets, or other markets from which it wishes to increase inbound tourism, adding that the authority's participation comes after tour operators submit their actual marketing plan for the campaign and its targets, including measurable marketing criteria that determine how effective the promotional activities are and whether they achieve their intended goals. The authority decides how to take part in these campaigns according to its vision and assessment of each market, its needs and its relative weight, in line with the ministry's strategy and the priorities of each stage.
