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"Autumn 04"
 
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Face 2 Face: Ahmed El Khadem
New Blood for Egypt's Tourism Promotion

The government of Egypt was reshuffled last July with a host of new faces being called upon to steer the country in these critical times.

The main theme of the new government is reform and economic development; and as such it was not surprising to see a number of new young faces, mostly entrepreneurs from the private sector, emphasizing the increased role of private enterprise.

One of the newcomers was the new Minister of Tourism H.E Mr Ahmed Maghrabi, a well known tourism investor and businessman with wide interests. One of the new minister’s first decisions was to appoint a new president for Egypt’s Tourism Promotion Authority - Mr Ahmed El Khadem.

Mr El Khadem was in Hurghada in August to attend the celebration and conference arranged by the Red Sea Association, (attended also by HE General Abu Rida) to mark Egypt’s first artificial reef wreck project undertaken by the Association.

H2O took this opportunity to meet with Mr El Khadem and talk with him about his new role and what he hopes to achieve in the coming months and years.

Mr El Khadem indicated that the authority will witness a complete revitalization of its role as the primary promoter of Egypt as a travel destination and he was keen to point out his full awareness of the particular potency of Diving and Watersports as a major catalyst for attracting visitors to Egypt. He recognised the tremendous and almost unique competitive advantages this sector enjoys in the world.

This is excellent for the Diving and Watersports sector where the stakeholders feel that they are not yet given the recognition and support they deserve considering the strength of this tourstic activity .

The stakeholders, as represented by the Red Sea Association, argue that based on statistics, this sector represents the largest and most important magnet that attracts visitors to the Red Sea.
This destination in turn is the leading region in Egypt in terms of hotel rooms and number of visitors and therefore foreign currency income to the country.

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As such they feel that this sector should be given preference and priority in terms of government backing to help it realize its full and still unattained potential.

The role that the ETA can play in this regard cannot be emphasised enough given that the ETA is, or should be, the maestro that orchestrates Egypt’s foreign promotion campaign and its advertising dollars in major trade and travel shows around the world, media campaigns etc.

Mr El Khadem, a veteran Red Sea enthusiast himself, was fully supportive of this argument and added that he is looking for a more cohesive destination marketing effort.
He highlighted our points of strength (the Red Sea is one of the top such points), and is also a firm believer that these efforts should be in joint collaboration and with the active participation of the private sector.

Mr El Khadem also indicated that the ETA will be very receptive and support any initiative from the private sector that would generate exposure and publicity to Egypt as a destination such as special events, world record attempts, competitions and so forth.
This new spirit at the ETA is coming across as sweet music to the ears of stakeholders who are now looking forward with renewed enthusiasm to the prospect and potential of a true partnership with the government, aimed at putting the Red Sea where it rightly belongs - a leading world class destination for diving and watersports lovers.

The Egyptian Tourist Authority (ETA) is a governmental organization chartered in 1981 and responsible for the promotion of tourism to Egypt.

The ETA aims to:

- Raise international demand for tourism to Egypt.
- Promote Egypt’s image as a destination of great heritage and modern attractions.
- Remove impediments obstructing tourism development.
- Promote domestic tourism.
- Promote national awareness of the importance and value of tourism to Egypt’s economy.
The ETA headquarters are located in Cairo, and there are 33 ETA offices all over Egypt as well as 17 ETA offices overseas. There are over 750 persons employed by ETA.

The ETA is run by a Board of Directors composed of 13 members representing both public and private sectors. Headed by the ETA’s Chairman, the Board is responsible to execute Egypt’s national policies related to the tourism industry.

The ETA organizational chart includes five sectors as follows:

* Administrative & Financial Sector. * International Tourism Sector.
* Domestic Tourism Sector. * Technical Sector.
* Planning & Development Sector.

Each sector includes several departments.

Over the many years since its establishment, the ETA has been a major contributor to the success of the Egyptian tourism industry.

Ahmed El-Khadem, Chairman, Egyptian Tourist Authority
Graduated from Cairo University’s Faculty of Commerce in 1973, and took post-graduate studies in Business Administration at the American University in Cairo.

Has worked in the tourism sector since 1973, reaching the post of President of one of Egypt’s leading tourism companies from 1987 to 1994.

Served several terms as Board Member of the Egyptian Travel Agents Association and the Egyptian Tourism Federation General Assembly.
Served as ASTA Chapter President for Egypt, Sudan and North Africa, then as Governor of ASTA’s Area 4 (Africa and the Middle East), and consequently as Board Member of ASTA’s International Committee.

Appointed as Director General of the Egyptian Tourism Federation in 1999, he headed the administrative teams of four tourism associations with over 4000 member firms including hotels, travel agencies, restaurants, and shops all over Egypt. He held this post until his appointment as Chairman of the Egyptian Tourist Authority.

Appointed Chairman of the ETA in July 2004 to head this governmental organization responsible for the promotion of tourism to Egypt, with over 750 employees, 33 national, and 17 overseas offices.

Serves as Vice Chairman of the World Tourism Organization’s Business Council, and several of its committees, including the WTO Leadership Forum of Advisors, and the Tourism Recovery Committee formed after the events of September 11, 2001. Active in the WTO Task Force on Destination Management, and the WTO Committee on the Implementation of the Global Code of Ethics.

Appointed in 2002 as a member of the Egyptian National Council, the highest advisory body to the President of Egypt.

Has written many research papers and working studies in the field of tourism.


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