Towards Devising a Marketing Strategy to Stimulate Demand on the Egyptian Riviera Project (Taba/Nuweiba region)

This study aims at evaluating the development scheme undertaken by the Egyptian Development Authority to stimulate demand on the Taba/ Nuweiba region (known as the Egyptian Riviera Project), for many aspects of tourism; chief among them is the recreational product. For this purpose, the researcher conducted in-depth semi-structured interviews with some responsible from the Egyptian Development Authority, as well as the Egyptian Promotion Authority. These responsible provided the researcher with key problems that were found to be deterrent for the process of developing the region and at the same time hindering the possibilities of promoting it to its targeted customers. Among the major obstacles facing the development process was the linear development in this area which limits the opportunities of creating outdoor recreational facilities. This in turn affects the site in terms of creating a competitive advantage so as to be able to compete with its major neighbouring developed tourist cities like Sharm El-Sheikh. On the other hand, political instability in this area as it lies close to the Egyptian/Israeli borders; the over reliance on inbound tourism from Israel, as well as the low pricing policy were key problems that hamper the promotion of this region. As a result of these shortcomings, the researcher suggests some key steps for the implementation of a comprehensive marketing strategy that could enhance the promotion and thus the projection of Taba/Nuweiba region on the tourist map of Egypt.