| Journal: TWUK | Section: |
| Title: | Issue Date: 24/04/00 |
| Author: | Page Number: 68 |
| Copyright: Other |
EGYPT
Egypt is enjoying a resurgence in popularity although operators fear high hotel rates may put a break on further growth.
Wonder of the world: a high proportion of Egypt’s visitors flock to the country to see the world famous pyramidsThe cost of holidays to Egypt is expected to rocket next year as hoteliers capitalise on the huge surge in popularity in the destination following two quiet years.
Tourism to Egypt was dealt a heavy blow by the 1997 massacre in Luxor, forcing hoteliers to lower their rates drastically to lure back tourists.
But with consumer confidence restored thanks to a major marketing push by the government, the destination is back in vogue and UK visitor numbers are expected to easily exceed last year’s figure of 336,500.
Bales Worldwide has seen a 25% increase so far this year on the same time last year, but planning director Roy Davies suggested that the boom may be short lived.
“Egypt had a very good winter after a few lean years and is booming to the extent that getting space is becoming difficult. I think hoteliers are regretting the low rates offered this year and are trying to catch up.
“What worries me is that when this happened a few years ago tourism went down again. They don’t seemed to have learned from their lessons,” he said.
Egyptian State Tourist Office regional director Samia Khafaga refused to be drawn on the issue, only saying: “The minister is controlling the situation for the benefit of the industry.”
She says this year’s $4m spend on consumer advertising will help maintain interest in the country. The campaign, which includes TV advertising this spring and in the autumn, is based on the slogan ‘Egypt the Seventh Millennium’ introduced last year for the first time. This year’s campaign will focus on different types of holiday available, including golf and Egypt as a honeymoon destination.
But despite Khafaga’s reassurances Davies is not alone in expressing his fears over the sharp rise in hotel rates. Thomas Cook Holidays product manager Tom Samuel said that though he has agreed rates until April next year, he expects prices to soar after that.
“It’s constantly boom and crash in Egypt. They don’t seem to have the foresight to plan for sustained growth,” he said.
Hayes and Jarvis planning executive Kay Fernandes agreed that the increases would do little to help sell the destination. “It may end up reducing tourism again,” she added.
By contrast, Longwood Holidays managing director Rafi Caplin said that with hotels full to bursting point, he is not surprised by the price rises. “They are just going to go back up to the pre-Luxor levels,” he said.
In the meantime, however, Egypt represents excellent value for money. For example, Thomson’s lead-in prices for seven nights is £395, including four nights in Luxor at the Novotel Coralia Luxor and three nights cruising.
And it is not just at the lower end of the market that business is booming. Both Bales Worldwide and Cox and Kings say trips on the Oberoi Philae, thought to be the most luxurious cruise ship on the Nile, are proving extremely popular.
Cox and Kings product manager Hugh Fraser said: “We have almost sold out for the year and as a result have had to sign up a new boat called Ramses II.”
Prices start at £895 for seven nights comprising three nights in Cairo and four nights’ cruising.
Fraser added that as well as classic Nile journeys, the operator has seen a big rise in demand for its Lake Nasser tour, which it features as a stand-alone or an extension to a Nile cruise.
“Lake Nasser is a very different cruising experience. There are only about five boats on the lake so you can cruise for a day and hardly see anyone. But the main reason to visit the area is for the great Nubian monuments. The temple of Ramses II is probably the most impressive temple in Egypt,” he said.
Meanwhile, First Choice is planning to increase its coverage at the top end of the market when it introduces Egypt as a summer product.
Unlike the winter programme which offers a range of accommodation standards, the proposed summer programme will feature only four and five-star hotels.
Marketing manager Tim Williamson said: “A holiday in the summer will be centred more on the hotel. Provided we brochure it properly and make sure people are prepared for the summer heat, I think it will do well. It will be a very competitive place to go on holiday in the summer.”
sample product
Operator prices
Thomas Cook Holidays:Signature brochure has an eight-day desert tour aimed at more independent travellers. The Desert Experience takes in Luxor, the oasis town of Kharga in the western desert, Abu Simbel and Wadi El Seboua and Camp Nasser. Prices start at £999 between June 5 and July 2.
Walks Worldwide: has a 15-day trekking holiday, Walking With Nomads, in the Sinai and Red Sea area. The tour ends at Sharm El Sheikh and costs £995 per person and includes scheduled flights, all transport, accommodation, meals and drinks and local guiding.