Dr. Rania Al-Mashat, Minister of Tourism, met with a number of Chinese public figures and the most important tour operators in China, and the Executive Vice President of CTRIP, and representatives of some Chinese newspapers, news agencies and some Chinese bloggers, at the Egyptian Embassy in Beijing, in the presence of the Egyptian Ambassador in Beijing Dr. Mohamed El Badry
Al-Mashat made the remarks while attending the Bloomberg New Economy Forum held in Beijing from Nov. 20 to 22.
During the meeting, the minister presented a lecture titled "Tourism Sector in Egypt: Reforms and Opportunities for Tomorrow". These meetings are part of highlighting the development witnessed by the Egyptian tourism sector globally, and in light of the ministry's plan to increase tourist arrivals in Egypt, especially Chinese tourism.
The Minister started the lecture by pointing out the importance of the tourism industry in the world where it represents 30% of service exports, 10% of the global GDP, and provide 1/10 of every job opportunity, pointing out that tourism is one of the most important ways to achieve development and job creation, In addition to preserving cultural heritage, protecting the environment and spreading peace.
She also referred to the 17 United Nations Sustainable Development Goals, pointing out that the vision of the structural reform program for the development of the tourism sector in Egypt is in line with these goals to achieve Egypt's vision for sustainable development 2030.
The minister spoke about the long and distinguished Egyptian-Chinese relations in various fields, especially in the field of tourism, stressing that the tourism sector enjoys the support of the Egyptian government, and it was among the priorities of the mutual meetings between the leaders of the two countries, stressing that Egypt is opening its arms to receive Chinese tourists.
According to the World Tourism Organization, the Chinese market ranked first in the number of tourists coming to various destinations around the world, adding that Beijing - Guangzhou - Shindo - Hanzo - Shanghai - Kunming is one of the most important areas. The ministry has been keen to increase the number of tourists coming from the Chinese market.The ministry succeeded in doubling these numbers in 2018 from 2016, which is three times the number in the peak year 2010.
For his part, Egyptian Ambassador to Beijing Dr. Mohammed Al-Badri pointed to the importance of the Chinese tourist market, and the need to increase the number of tourists to Egypt to create a balance in the relationship between the two countries, especially as the trade balance tends strongly to the benefit of China, stressing that the embassy will work with the Ministry Tourism to promote Egypt in the Chinese market more.
The minister spoke about the Grand Egyptian Museum, which is scheduled to open in 2020 and is the largest museum in the world dedicated to one civilization.
The minister also talked about direct flights between Cairo and Beijing, which are three flights a week in addition to seven flights a week directly between Cairo and Guangzhou, pointing to the importance of charter flights, which began since 2004 and continues to date.
She pointed out that the Ministry of Tourism has launched a joint campaign with CTRIP to promote Egypt in the Chinese market, and this campaign represents the beginning of a partnership aimed at attracting Chinese travelers to Egypt, pointing out that through this partnership will be implemented through an online digital campaign aimed at introducing tourists to the unique tourism potential A number of promotional activities will be implemented in the coming months, including a joint promotional campaign on the most important tourist websites and social networking sites in China, especially the search sites ctrip.com, Wechat, Baidu, as well as an advertising campaign E on the page dedicated tourist destinations.
Regarding the structural reform program for the development of the tourism sector in Egypt, the Minister explained that it was launched in November 2018 with the aim of achieving sustainable tourism development through the formulation and implementation of structural reforms aimed at increasing the competitiveness of the sector, in line with global trends, and the first follow-up report was launched in September. The focus of this program has been to demonstrate that the development of policy frameworks is not only theoretical but viable.
The minister pointed to the five pillars of the structural reform program for the development of the tourism sector (institutional - legislative - promotion and revitalization - infrastructure and investment - modern global trends), pointing out that the overall objective of the program is to employ at least one of every Egyptian family in the tourism sector and related activities .
She added that the tourism sector has achieved great achievements during the previous period reflected by the tourism figures, where the Egyptian tourism achieved in the fiscal year 2018/2019 the highest tourism revenues in its history, which amounted to 12.6 billion dollars.
She also talked about the new standards for the classification of Egyptian hotels that have been updated according to international standards, in cooperation with the World Tourism Organization and the Egyptian Hotel Establishments Chamber, in order to keep up with the recent trends.
She also talked about sustainable development through a number of elements such as green tourism, referring to the certificate of "Green Star" which was awarded to 80 hotels in 15 tourist cities with about 22,000 hotel rooms.
She pointed out the ministry's interest in digital transformation and encouraging innovation in the tourism sector; pointing out that the ministry organized the first regional forum for technological innovation in tourism in Cairo last March, which was held on the sidelines of the first national competition for emerging companies in the field of tourism to choose projects and electronic applications to deliver Highlight the tourist attractions in Egypt and promote Egyptian tourism in new and innovative ways.
On the promotion of Egypt, the minister pointed to the axis of promotion and revitalization of the structural reform program for the development of the tourism sector, which aims to provide Egypt in a contemporary and more modern, pointing out that the promotional campaign for Egypt abroad is based on three main elements, namely the promotion of each tourist area separately to highlight more on Branding by Destination, promoting the opening of the Great Egyptian Museum in 2020 "GEM2020, and the campaign to People People, noting that this campaign won the first place as the best publicity film in the Middle East at the 22nd World Tourism Organization Conference in St. Petersburg. C this year.
The Minister pointed out that in light of the Ministry's keenness to diversify the promotion platforms and modernize the marketing mechanisms of Egypt, the Ministry has contracted with international marketing and promotion institutions specialized in various fields including: Beautiful Destination International, CNN Global Network, Ctrip of China and Discovery International. , Expedia Global Group, and Isobar.
Dr. Rania Al-Mashat said that the efforts exerted to develop the tourism sector were reflected in many international reports on the Egyptian tourism sector and also appeared in the awards obtained by the Ministry of Tourism.
Egypt achieved the fourth highest performance growth globally in the Travel and Tourism Competitiveness Index, and Egypt was the best performer among the countries of the Middle East and North Africa in terms of safety and security index according to the report of the World Economic Forum for Competitiveness in Travel and Tourism 2019, and Egypt came in the lead In the report published by Bloom Consulting, Bloom Consulting specializes in the analysis, evaluation and classification of the performance of tourism promotion of countries (brand of countries) in September 2019, where Egypt ranked first.
The Minister pointed out that the Secretary General of the World Tourism Organization (WTO) in March presented the organization's shield to His Excellency President Abdel Fattah El-Sisi, in recognition of his effective support to the tourism sector through the launch of a structural reform program for the development of the tourism sector in Egypt, which contributes to achieving the 2030 Strategy for Sustainable Development Tourism for the first time received the `` International Leadership for Effective Contribution to the Global Tourism Industry '' 2019 from the London International Tourism Exchange in recognition of the ministry's efforts over the past two years, which has had a significant impact on the tourism industry in the Middle East.
“While economic protectionism and trade barriers cast a shadow over the world, tourism plays an important role as a sector that promotes understanding among people, as well as peace, communication and acquaintance among peoples,” she concluded.
Source : Egyptian ministry of Tourism.