Salah Attia interviewing Egyptian Minister of Tourism Zoheir Garranah.

In the second part of his interview, Minister of Tourism Zoheir Garranah elaborated that Egyptian experience, to wisely and successfully handle emergency crises facing tourism, was behind a decision by World Tourism Organisation (WTO) to entrust him with the task to lead WTO's crisis management committee.

Garranah was selected the head of the newly-formed task force during WTO's meeting in London.The Minister told Travel Page: “I am deeply indebted to WTO and my colleagues in different countries for placing confidence in an Egyptian official to lead the new committee planned to help global tourism industry survive the new challenges of the global economic downturn”. Garranah disclosed that he would submit his working plan and proposals to the committee's meeting in Madrid late this month. “The committee's members will discuss and examine the Egyptian past experience to overcome difficulties threatening tourism,” the Egyptian Minister said. “The committee's meeting will be held on the sidelines of FITUR travel market,” he added. “Everybody involved will be given the floor to exchange points of view and explain his vision,” he explained.Concerning the new strategy Egyptian tourist officials have initiated to upgrade cooperation with major tourist operators and partners in big markets, the Minister said that the proposed joint advertising and publicity campaigns 'are part of tactics', Egypt optimistically sought to maintain its strong presence in major markets. In the second part of his interview the Minister also disclosed that they had begun negotiations with a new advertising agency to draw up the roadmap for Egyptian tourism industry amid the chaotic situation in world markets. He disclosed: “We decided to cooperate with a new agency because the contract involving the company we are currently cooperating with will end in April this year. However, this company is obliged to resume its task until the new agency takes over”.Q-But what about the proposed joint publicity and promotional campaigns?A-In fact we decided to lend support to our major partners to encourage them not to lose heart if the economic crisis drags on. If we do not appreciate these tour operators' difficult situation, they will unavoidably withdraw and suspend their activities. Therefore, we are committed to help them continue and share success between us. Q-Would you elaborate on this unprecedented strategy?A-First of all, it will be no surprise if tour operators decided under the squeeze of economic recession, withdraw from the market or suspend their cooperation in this field. According to the tradition, these tour operators first reduce their budgets and lay off their staff. But we decided to act differently than others. We confirmed to these tour operators that we are willing to cooperate with them in these circumstances. We confirmed to them that we will co-finance their budgets to upgrade publicity campaigns on our behalf. This step will encourage these tour operators to place confidence in us and appreciate our sincerity. We are confident that tour operators will reciprocate by intensifying publicity and promotional campaigns for Egypt's tourist sites and products.Q-There are wide suggestions that these joint campaigns are mistimed and will produce poor results. A-These visions are short-sighted and ridiculous. Taking into consideration past experiences, the market mechanism and the customers' attitude, intense and extensive promotional and publicity campaigns produce tangible results. In the meantime, these joint campaigns are carefully planned. They are not part of a charity project. But they are recommended to maintain our strong position in markets overseas. India is a good example in this respect. What did the Indians do when Mumbai was violently rocked by a bloody terrorist attack? Did the Indians remain idle until traumatised [tourists] would recover? On the contrary, the Indians quickly allocated an enormous budget to launch an unprecedented and frenzied publicity campaigns worldwide to maintain a stronghold in its major markets. Q-Is it true that the performance of domestic tourism declined by 30 to 40 per cent?A-These speculations are groundless and irresponsible. Circulating negative vision of the performance of domestic tourism will definitely cause a state of panic in the market, forcing some people to reduce their prices. I would always warn that reduction in price is a destructive mechanism to undermine the Egyptian tourism product.Q-Where is the truth?A-There is a decrease in growth rate as long as tourism performance is concerned. But the performance in December last year increased optimism about a relatively acceptable growth. People will not stop travelling under any circumstances.Q-Should we understand that there will be no price war?A-We cannot deny the fact that some people were compelled to reduce their prices. We [the Egyptian tourism sector and agencies] are undergoing increasing pressure to reduce prices. But we have to examine alternatives in this regard. For example, we are considering special offer or VAT mechanism to maintain the traditional price rate. Reduction in prices is unacceptable. We are closely watching the market to guarantee the quality provided for less prices. Q-Let's discuss your Ministry's tourist development programme?A-Until late 2008, the number of hotel rooms has increased to 211,000 rooms. About 158, 000 rooms are under construction. We are currently giving focus to services. Priorities are also given to develop the vast land lying behind areas dedicated to tourist development projects. We are planning integrated tourist and entertainment projects in these areas. We have also declared Sharm el-Sheikh as the first green city in the Middle East. Sharm el-Sheikh also distinguished itself by combining tourism and peace, which are the basic elements of sustainable tourism development. We have also initiated the idea of Green Hotels, which are planned to be compatible with international standards of environment-friendly projects and infrastructure. In the meantime, we signed an agreement with the World Tourism Organisation to reassess and re-evaluate hotels across Egypt within two years. The survey will be conducted in collaboration with the Chamber of Hotels at home to upgrade services provided in Egyptian hotels with no exception.Q-What about human resources development programmes?A-We are fully aware of the importance of human resources development in upgrading quality and services associated with Egypt's tourism industry. Accordingly, we organised an unprecedented training programme suggested basically to upgrade the skills and the performance of Egyptian staff and workers in different tourist facilities and establishments. Such a training programme is also planned to provide the Market with qualified workers and staff. More than 750, 000 trainees will benefit from this training programme, which will be intensified and broadened this year. For the first time in Egypt, the Ministry has allocated L.E.66 million to finance this training project. The number of graduates so far has been 30,000. In addition, 1,600 people did courses in Ireland on decision-making and high-ranking executive tasks. We are also partners in training programmes with Corneal University. It should be known that Egypt is a leading country in plans sought to upgrade its cooperation with one of the most enthusiastic countries to upgrade its cooperation with this university and its branches worldwide or via the Internet.In the meantime, we are planning the chef school, the first of its kind in society. We are also cooperating with the Egyptian Federation of Travel Chambers to establish the biggest driving institute in the Middle East. The institute will occupy 400,000 square metres (about 95 acres) and will make use of Austrian experience in this field. Q-What about tourist development drive on the North Coast?A-We will soon announce the strategic planning of the North Coast, which will be compatible with the national urban planning code.Q-And what about the sustainable tourist development until 2022?A-Work is currently under way to achieve the ambitions of this programme and encourage 25 million tourists to visit Egypt in 2022. We are also confident that this plan will increase proceeds of Egypt's tourism industry and in the meantime help preserve environment and natural resources. The sustainable tourist development plan also guarantees the establishment of strong and effective basic infrastructure, hotels and the construction of vast networks of roads. It is known that an Italian experience is the driving force behind this ambitious plan. Q-What about your speculations in 2009?A-I call upon those who circulate allegations about a sharp decline in tourism performance this year to step back and stop spreading panic in the market. These baseless allegations would compel many people to involve themselves in the destructive price war and undermine our efforts to maintain stability in the market. It is too hard to speculate about the situation of tourism this year. However, I sincerely hope that the economic downturn would ease and its impact on tourism would be minimised.