THE Middle East will have its largest-ever representation at World Travel Market this year, with 280 companies including airlines, hotels and tour operators exhibiting individually or on 37 main stands.
Stand representatives include Dubai, Egypt, Israel, Jordan, Lebanon, Oman and Syria, plus the United Arab Emirate of Sharjah, which makes its Earl’s Court debut.
For the countries in the north of the region, the promotional focus will be on the Holy Land’s millennium celebrations.
Israel’s new minister of tourism, Amnon Lipkin-Shahak, will use the show to unveil the country’s plans for 2000, while his Egyptian counterpart, minister of tourism Mamdouh El-Beltagui, will have information on the restoration works at a series of holy sites.
The Egyptian stand will also be providing details of New Year’s Eve celebrations in Giza and Luxor, as well as archaeological activities in Cairo. It will also be promoting Cairo’s hosting of the first Mediterranean Travel Fair, from March 1-3 2000.
Early next year Jordan will promote the opening of the site on the River Jordan where it is said Christ was baptised. It also focuses on several other highlights.
These include new tour operator programmes, spa breaks, eco-tourism, imminent hotel openings in Petra, Ma’in and Aqaba, and efforts to attract conferences and incentives business.
Around 200 London taxis will carry ads for Jordan from the first day of WTM, and among the representatives on the stand will be Akel Biltaji, minister of tourism and antiquities.
From the other side of the Middle East region, Dubai’s stand will be designed like an Arabian dhow, a traditional sailing ship. Here, the message from 40 organisations, led by director general of the Dubai Department of Tourism and Commerce Marketing, Khalid A bin Sulayem, will be that the emirate offers a combination of Arabian adventures and experiences, together with 21st-century luxury facilities.
Attractions on the stand will include a prize draw, offering seven nights for two people in Dubai, co-sponsored by exhibitors Emirates, the Jumeirah Beach Hotel, Al Maha eco-tourism resort and Arabian Adventures.
A new trade association, which plans to represent all 22 Middle Eastern countries, is launching at the show. The Arab World Travel and Tourism Association aims to use WTM to recruit new members.
Founder Sam Kneifati, who is managing director of Arabian specialist Oasis Tours. said: “We’re approaching hoteliers, tourist offices, ground handlers, airlines and operators.
“We are looking to raise the standard of tourism in the region and set up an agent training programme in this country.”
He added: “The idea is to form an association to create awareness of the region. Here in the UK it seems as if Dubai gets all the publicity – we want to broaden it so Libya, Lebanon, Syria, Sudan and Somalia also get their fair share of promotion.”
Those interested in joining should visit the Tunisia and Morocco stands, where AWTTA will have a desk. Adiscount of 30% on the £600 annual membership fee is available to those who sign up at WTM.
n On the Israel stand, the Ministry of Tourism is offering a happy hour between 1pm-2pm each day with drinks and nibbles. Visitors will also have the chance to win El Al flight tickets to Israel.
n Agents can enter a prize draw on the Lebanon Tourist and Information Office stand to win a holiday to the country.
n Zimbabwe and Zambia plan to promote the Southern Africa eclipse, which takes place on June 21, 2001 with a totality of almost 5mins. Good viewing locations include Mana Pools National Park in Zimbabwe and Zambezi National Park in Zambia.
n The Zimbabwe Tourism Authority plans to promote its lesser-known regions including the Eastern Highlands, Masvingo and Bulawayo.
KENYA and Namibia plan to use World Travel Market to highlight luxury safaris and eco-tourism respectively.
On Kenya’s stand, agents and operators will be able to get details of new product such as Elsa’s Kopje luxury tented camp and safari packages which are operated well away from the established minibus tour circuit.
Heading Kenya’s delegation at Earl’s Court is minister of tourism Uhuru Kenyatta, son of former Kenyan president Jomo Kenyatta.
The stand will have 36 exhibitors, predominantly safari operators.
Namibia will have eco-tourism at the heart of its promotion, highlighting community-based tourism projects in the Caprivi Strip, Kaokoveld and Bushman Lands.
A Namibia Tourism spokesman said:”Involving local people in anti-poaching activities, game control and village tourism allows visitors to experience local culture at first hand.”
New product includes dolphin cruises and diamond mine tours.
Meanwhile, South Africa is planning to introduce to the trade Mohammed Valli Moosa, the country’s new minister for environmental affairs and tourism, and Satour’s new chief executive officer Stewart Lumka.
Satour’s UK director Walter Dammann plans to use the show to unveil new marketing initiatives for the UK.