The Ministry of Tourism and Antiquities (MoTA). Audiovisual Efforts to Promote Egypt’s Civilization in the Post-Lockdown Era

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Article

Magazine

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COMUNICAZIONI SOCIALI - 2022 - 2. Sustainable Screenings: Economic, Touristic and Cultural Impact of Audiovisual Productions on the Host Locations in the Post-Lockdown Era

Title

The Ministry of Tourism and Antiquities (MoTA). Audiovisual Efforts to Promote Egypt’s Civilization in the Post-Lockdown Era

Author

Sherin Moody

Publisher

Vita e Pensiero

Format

Article |

Pdf

Online from

11-2022

Doi

10.26350/001200_000159

Issn

0392-8667 (print) | 1827-7969 (digital)

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Blessed with its rich cultural heritage but cursed with its ric h history of terrorist attacks, Egypt has witnessed a decline in tourism revenue, which is vital for the country’s economic development. Tourism suffered due to Egypt’s revolution on January 25th, 2011, and the imposed travel restrictions during the Covid-19 pandemic. Throughout the pandemic, Egypt’s former Minister of Tourism and Antiquities, Dr. Khaled El-Anany, initiated numerous promotional campaigns to revive tourism. As the world experienced a continuous lockdown, the Ministry of Tourism and Antiquities (MoTA) encouraged people to explore Egypt online through their website and social media platforms. Accordingly, this article examines the MoTA’s recent efforts to promote Egypt’s civilization by utilising virtual tours, events, and videos to encourage cultural tourism and the traditional sun-and-beach holidays to local and international markets. In addition, three interviews were conducted with leading Egyptologists to gain their opinion about the Ministry’s efforts in promoting tourism to Egypt. According to these interviews, the future is bright for Egypt’s tourism. However, the country faces different challenges than in the past, such as problems in the hospitability industry and harassment, which can affect tourists’ revisit intentions.