The Role of Art Festivals in Revitalizing and Promoting the Inbound Tourism to Egypt: Applying to the Annual Film Festival of El Gouna

Document Type : Original Article

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The Egyptian Higher Institute for Tourism &Hotel, Sheraton

Abstract

The research aims to study the role of art festivals in activating and promoting inbound tourism to Egypt by applying to one of the most famous Egyptian art festivals which is El Gouna Film Festival. The study can achieve this means by following up on the contribution of this festival to the promotion and improvement of the mental image of Egypt and the revitalization of the tourist movement coming to it. Based on the foregoing, a form has been distributed for surveying the opinions of a random sample of participants in the festival for the year 2019. The number of distributed forms were 100. The results of the field study showed that the elements of tourist attractions and tourist services are available in El Gouna City and the Red Sea Governorate. Furthermore, there is an improvement in the tourist mental image, as well as a positive impression among the participants about Egypt.  The study also indicated that there is a lack of promotion to the festival. The study recommended the necessity of publishing a lot of information about the El Gouna Film Festival on the websites. Moreover, it called for concerted efforts from official and informal institutions, to overcome any obstacles and informing about in good time before the opening. That’s to attract more participants from different countries around the world.

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