Activate fixed tourism exhibitions inside Egyptian embassies abroad: Emphasis on SWOT analysis

Document Type : Original Article

Authors

Tourist Studies Department – Faculty of Tourism and Hotels – Suez Canal University

Abstract

The tourism exhibitions sector has emerged as a vital contributor to economic growth, investment enhancement, and the influx of tourists in Egypt. With its robust technological infrastructure, Egypt is well-equipped to showcase its tourism assets at annual events. However, the current model of traveling exhibitions organized by the Egyptian Tourism Promotion Authority may not significantly advance cultural tourism development. To address this, leveraging Egyptian embassies in countries that send the most tourists to Egypt presents an innovative opportunity to establish permanent tourism exhibitions within these embassies.



This strategy aims to promote Egyptian culture and tourism by hosting events and ceremonies that attract local residents in these countries. The current research proposes a strategy for activating these fixed exhibitions using a SWOT analysis. Data was gathered from 217 officials from government agencies involved in cultural tourism, as well as local residents near Egyptian consulates and embassies, through an electronic questionnaire via Google Forms.



The findings emphasize the necessity of launching comprehensive marketing campaigns to highlight the role of fixed tourism exhibitions in promoting Egyptian cultural tourism. These campaigns should leverage social media and advertising in tourist airports. Additionally, inviting prominent figures—such as actors, artists, and athletes—to these embassies can further enhance awareness and support for fixed exhibitions, thereby boosting tourism promotion efforts and encouraging greater engagement with Egypt’s rich cultural heritage.

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Journal of Association of Arab Universities for Tourism and Hospitality
Volume 27, Issue 2
December 2024
Pages 111-127

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