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Thursday, 14 April 2022

Tourism ministry campaign gets traction, companies do good during Ramadan

The new national tourism campaign #FollowTheSun is generating results: In the two weeks after its mid-March release, the campaign has driven a 102% increase in Google searches for vacations to Egypt and reached more than 26 mn users in target markets including the United Kingdom, the United States, Germany, Italy, and France, according to a Tourism Ministry statement (pdf). The campaign is also in heavy rotation on CNN International. The government is targeting high-value tourism markets after the collapse of the Red Sea package tour market on the back of Russia’s invasion of Ukraine. Ukrainian and Russian tourists were mainstays of that market prior to the war. You can watch the main campaign copy here (runtime: 1:48).

Adrère Amellal, an eco-lodge in the Siwa Oasis, was named among Travel + Leisure’s four sustainable architecture and infrastructure projects worth planning a trip around. The sustainable compound is a project backed by Environment Quality International, a business investing in sustainable developments, founded by conservationist Mounir Neamatalla.

The Sixth of October dry port has been named the best transport agreement of the year in MENA by infrastructure journal IJGlobal. DP6 will be the first inland port in the country and is Egypt’s first PPP project in the sector. It received EUR 25 mn in funding from the European Bank for Reconstruction and Development (EBRD) under its Green Cities programme.

Coca-Cola linked up with the Egyptian Food Bank for its “bites and beats food festival” to distribute excess meals to those in need, according to a press release (pdf).

Electronics retailer B.TECH is working with the charity to distribute 10k Ramadan food boxes, according to a press release (pdf)

A number of AUC’s student clubs and organizations have been giving back to the community this Ramadan: The student-led initiatives include organizing a shopping day for orphans to get Eid outfits, setting up a water system for a community, and distributing Ramadan packs, according to a press release (pdf).

Uber and AXA are giving out helmets to scooter drivers: Uber and insurer AXA Egypt will distribute thousands of helmets to the app’s active scooter drivers without charge, to help reduce motorcycle-related injuries, the companies announced in a statement (pdf).

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