Eyeing investors and tourists

Nevine El-Aref , Friday 30 Aug 2024

The second edition of the Alamein Festival aims to attract more investments and tourists to Egypt’s northern coast.

Eyeing investors and tourists

 

Situated along Egypt’s North Coast, the vibrant city of New Alamein has rapidly developed into a cultural and entertainment hub with a wide range of events aiming to put the city on the international investment and tourism map.

The historical city where the battle of Alamein — a turning point in World War II — was fought, is changing from a land of death and mines into a hub of life and hope, according to Amr Al-Kadi, CEO of the Egyptian Tourism Authority.

“With various sports events, art exhibitions, cultural, and theatrical performances, the festival has captured the world’s attention and introduced the New Alamein city globally, showing its potential as an important touristic destination and investment hub on the Mediterranean coast,” Al-Kadi told Al-Ahram Weekly.

“Hosting the festival is not a lavish costly entertainment that comes without benefits,” he said, adding that the festival is expected to attract significant investments, increase demand for real estate projects and give a substantial boost to the state’s economic growth.

According to Minister of Housing, Utilities, and Urban Communities Sherif Al-Shabini, the total investment in New Alamein city has reached LE240 billion, spread across 126 projects, aiming to create two million job opportunities and attract 25 million tourists. “The goal of developing the northwestern coast is to increase its contribution to GDP to seven per cent,” Al-Shabini said.

Al-Kadi highlighted that a large number of foreign ambassadors to Egypt attended some of the festival’s activities during a visit organised by the Ministry of Tourism and Antiquities to promote tourism in the city. The ambassadors were introduced to the city’s major tourist attractions and witnessed the significant development and infrastructure upgrades.

“Ambassadors are their countries’ representatives in Egypt and hosting such a visit allows them to observe the remarkable progress on the ground, which greatly helps in promoting the city and the entire northern coast, not just for tourism but also for investment opportunities,” said Al-Kadi, asserting that after witnessing the substantial investments already made and the robust infrastructure developed by the Egyptian government over the past five years, the ambassadors are better positioned to relay a positive message to their home countries.

Also, the second edition of the New Alamein Festival showcased Egypt’s ability to host large-scale, world-class events that attract tourists from around the world. “Whether their interests are in arts, sports or other areas, they will find it in the festival’s wide-ranging activities.”

He also noted that the visit sends a clear message that Egypt is a safe and stable country.

While promotion through foreign media, international content creators, and advertising campaigns is crucial, endorsements from official representatives like ambassadors adds credibility and positively impacts tourism promotion efforts, noted Al-Kadi.

Amr Al-Feki, CEO and managing director of the United Media Services Company, a major organiser of the festival, said the New Alamein Festival had partnered with Riyadh Season, a series of cultural and entertainment events held annually in Saudi Arabia, to host six theatrical performances and three concerts in both countries.

The collaboration, Al-Feki said, highlights the cultural exchange between the two events and aims to broaden their reach and impact across the region.

The festival is part of the United Media Services Company’s strategy to launch national initiatives that highlight extensive urban development along the northwestern coast, particularly in New Alamein city.

In addition to its cultural impact, the festival has made significant social contributions, organising trips for students and people with disabilities, while offering support to female breadwinners, local producers, manufacturers, and young entrepreneurs. These efforts align with broader objectives of human development and community empowerment, according to Al-Feki.

The festival’s organisation involved multiple ministries, organisations, and the United Media Services Company. The teamwork ensured that the second edition featured a rich programme of artistic, cultural, sports, and entertainment activities designed to appeal to a wider audience and attract tourists from several countries.


* A version of this article appears in print in the 29 August, 2024 edition of Al-Ahram Weekly

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