{"id":604866,"date":"2018-12-16T04:04:04","date_gmt":"2018-12-16T04:04:04","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2018\/12\/16\/al-mashat-unveils-egypts-tourism-reform-program-at-amcham-luncheon\/"},"modified":"2018-12-16T04:04:04","modified_gmt":"2018-12-16T04:04:04","slug":"al-mashat-unveils-egypts-tourism-reform-program-at-amcham-luncheon","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2018\/12\/16\/al-mashat-unveils-egypts-tourism-reform-program-at-amcham-luncheon\/","title":{"rendered":"Al Mashat unveils Egypt\u2019s Tourism Reform Program at AmCham luncheon"},"content":{"rendered":"

<\/a> Tourism Minister Rania Al Mashat unveiled Egypt\u2019s Tourism Reform Program (E-TRP)<\/b>, her ministry\u2019s long-term strategy aimed at reforming the tourism sector, at an AmCham luncheon on Thursday. The five-pillar strategy focuses on institutional and legislative reforms, ramping up tourism promotion campaigns, developing tourism infrastructure, and rebranding Egyptian tourism to come in line with global trends.<\/p>\n

Administrative reforms and capacity building:<\/b> Al Mashat plans to lay the groundwork for the strategy by introducing far-reaching administrative reforms such as overhauling her ministry\u2019s internal structure to increase its efficiency and focusing on hiring high-quality staff to fill managerial positions. The minister also stressed the importance of attracting more women and young people to the industry \u2014 and on the need to building up the skills of tourism workers through vocational training.<\/p>\n

Legislative reforms:<\/b> E-TRP sees changes to the legal framework governing tourism, which has remained unchanged for nearly five decades. The minister did not delve into the specifics of the legal amendments she plans to introduce, but she did note that the overwhelming majority of the industry\u2019s labor force is unofficial and unregistered, suggesting that her ministry will be looking to introduce measures to bring the sector\u2019s employees into the formal economy through a mix of incentives and new requirements. Industry will play a role in drafting the new legislation, she said, to ensure the measures are well-rounded.<\/p>\n

Al Mashat confirmed that the strategy will see the ministry launching a private equity fund<\/b> to upgrade Egypt\u2019s hotels and resorts and help restructure those that are struggling financially. The fund will be at the heart of the infrastructure development element of the strategy, which will also focus on bringing hotel health and food safety and overall quality up to international standards across the domestic industry.<\/p>\n

Re-branding Egypt and ramping up tourism promotion:<\/b> The ministry intends to rebrand Egypt as a \u201cresponsible\u201d choice for tourists that boasts green tourism destinations and empowers women economically. This rebranding will be promoted globally through campaigns, travel expos, and a full-court-press on social and other media. The ministry will also host a summit geared exclusively toward influencers during the first half of 2019 to give tourism promotion a shot in the arm. The marketing strategy will also shift towards focusing on specific destinations within Egypt, in accordance with the seasons. Campaigns will focus on tapping new source markets, particularly in Asia and Eastern Europe, as well as doubling down on well-established markets such as the Gulf. The ministry had selected in September<\/a> a consortium made up of Egyptian Media Group subsidiary Synergy, and Middle East Communications Network to run Egypt\u2019s tourism promotion campaign abroad, replacing JWT.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tourism Minister Rania Al Mashat unveiled Egypt\u2019s Tourism Reform Program (E-TRP), her ministry\u2019s long-term strategy aimed at reforming the tourism sector, at an AmCham luncheon on Thursday. The five-pillar strategy focuses on institutional and legislative reforms, ramping up tourism promotion campaigns, developing tourism infrastructure, and rebranding Egyptian tourism to come in line with global trends. […]<\/p>\n","protected":false},"author":1,"featured_media":604867,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8572],"tags":[72,223,2380,238],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-604866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-round","tag-enterpriseam","tag-rania-al-mashat","tag-speed-round","tag-tourism","wpautop","entry"],"acf":{"mongo_id":"b21b5676-be15-4f2c-ab8e-84084ac7bde3","order":"0","is_powered_by":true,"section_story_id":"b5451d37-3eb0-4574-9cad-d634b7caf990","story_type":"1","photo_url":"https:\/\/ent.news\/2018\/12\/RaniaAlMashat-1600px.jpg","photo_position":"above","related_issue":[604856],"teaser":"","voice_url":""},"yoast_head":"\nAl Mashat unveils Egypt\u2019s Tourism Reform Program at AmCham luncheon - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2018\/12\/16\/al-mashat-unveils-egypts-tourism-reform-program-at-amcham-luncheon\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Al Mashat unveils Egypt\u2019s Tourism Reform Program at AmCham luncheon\" \/>\n<meta property=\"og:description\" content=\"Tourism Minister Rania Al Mashat unveiled Egypt\u2019s Tourism Reform Program (E-TRP), her ministry\u2019s long-term strategy aimed at reforming the tourism sector, at an AmCham luncheon on Thursday. 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tourist arrivals to hit pre-revolution levels next month: The number of tourist arrivals in Egypt should reach the same levels they were back in 2010 by the end of next month, Tourism Minister Rania Al Mashat said during a Bloomberg TV interview on Thursday in Beijing (watch, runtime: 5:55).\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2019\/11\/1959.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":593335,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/11\/25\/egypts-tourism-sector-is-robust-and-wont-be-greatly-impacted-by-thomas-cook-closure-says-tourism-minister\/","url_meta":{"origin":604866,"position":1},"title":"Egypt\u2019s tourism sector is robust, and won\u2019t be greatly impacted by Thomas Cook closure, says Tourism Minister","author":"enterpriseam admin","date":"25 November 2019","format":false,"excerpt":"Egypt\u2019s tourism sector is robust enough to absorb the shock of Thomas Cook\u2019s liquidation, says Al Mashat: The recent liquidation of British tour operator Thomas Cook won\u2019t make a significant dent in Egypt\u2019s tourism industry, Tourism Minister Rania Al Mashat said in an interview with Hotelier Middle East. Other tour\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":621496,"url":"https:\/\/enterpriseam.com\/egypt\/2018\/11\/11\/tourism-ministry-to-launch-pe-fund-introduce-legislation-to-overhaul-egypt-tourism-sector\/","url_meta":{"origin":604866,"position":2},"title":"Tourism Ministry to launch PE fund, introduce legislation to overhaul Egypt tourism sector","author":"enterpriseam admin","date":"11 November 2018","format":false,"excerpt":"Tourism Ministry to launch private equity fund, introduce legislation to overhaul sector: The government is looking into establishing a private equity fund to upgrade Egypt\u2019s hotels and resorts and make new investments in the sector, Tourism Minister Rania Al Mashat told Bloomberg TV in an interview out Thursday. The move\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2018\/11\/1642.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":593515,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/10\/01\/egypts-tourism-sector-expected-to-grow-30-in-2019-says-al-mashat\/","url_meta":{"origin":604866,"position":3},"title":"Egypt\u2019s tourism sector expected to grow 30% in 2019, says Al Mashat","author":"enterpriseam admin","date":"1 October 2019","format":false,"excerpt":"Egypt's tourism sector should claw its way back to its pre-crisis high-water mark by the end of this year, Tourism Minister Rania Al Mashat said during a Bloomberg TV interview yesterday (watch, runtime: 3:43). Al Mashat attributed the \u201cquite steep\u201d rebound in the industry to the legislative and administrative reforms\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2019\/9\/2491.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":621465,"url":"https:\/\/enterpriseam.com\/egypt\/2018\/11\/08\/al-mashat-meets-wttc-ceo-tourism-ministers-at-london-wtm\/","url_meta":{"origin":604866,"position":4},"title":"Al Mashat meets WTTC CEO, tourism ministers at London WTM","author":"enterpriseam admin","date":"8 November 2018","format":false,"excerpt":"Tourism Minister Rania Al Mashat met yesterday with the UK\u2019s Minister of Arts, Heritage and Tourism, Michael Ellis, and World Travel & Tourism Council (WTTC) president and CEO Gloria Guevara Manzo during the London World Travel Market (WTM) to discuss her plans to reform Egypt\u2019s tourism industry. Al Mashat also\u2026","rel":"","context":"In "Tourism"","block_context":{"text":"Tourism","link":"https:\/\/enterpriseam.com\/egypt\/category\/data\/tourism\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":604808,"url":"https:\/\/enterpriseam.com\/egypt\/2018\/12\/13\/what-were-tracking-on-12-december-2018-2\/","url_meta":{"origin":604866,"position":5},"title":"What we\u2019re tracking on 12 December 2018","author":"enterpriseam admin","date":"13 December 2018","format":false,"excerpt":"It\u2019s a pleasantly quiet morning to end a very hectic week. We hope all of you are looking forward to the weekend as much as we are. The highlight of the day is likely to be Tourism Minister Rania Al Mashat\u2019s unveiling of her turnaround plan for the industry. Tourism\u2026","rel":"","context":"In "What We're Tracking Today"","block_context":{"text":"What We're Tracking Today","link":"https:\/\/enterpriseam.com\/egypt\/category\/what-were-tracking-today\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/604866","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=604866"}],"version-history":[{"count":0,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/604866\/revisions"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/issue\/604856"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/604867"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=604866"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=604866"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=604866"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=604866"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=604866"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}