** Egypt’s commitment to tourism: towards an improvement in the attractiveness of world brands **
The tourism sector, a vital economic pillar for Egypt, has recently been at the heart of government concerns, as Prime Minister Mostafa Madbouly pointed out at a meeting. This meeting aimed to explore the measures that would facilitate the support of major international brands to the Egyptian market, in response to growing investors’ demands, especially in the tourism sector.
Egypt, famous for its historic sites and seaside destinations, seeks not only to attract more foreign visitors, but also to enrich the customer experience by offering brands recognized worldwide. The invitation launched by Madbouly to an open dialogue with various players in the sector underlines a desire for collaboration. This could be perceived as a positive advance towards the creation of a more dynamic economic environment, but it also raises questions about the persistent challenges.
During the meeting, the Minister of Health, Khaled Abdel Ghaffar, presented the results of a mandated working group to identify the obstacles to the entry of international brands in Egypt. Among these challenges, customs and tax procedures were highlighted, thus illustrating the concerns of investors. The proposal to reduce tax and customs charges is one of the suggested measures to support them in their integration into the local market. These measures could make it possible to attract new brands while lightening the administrative burden for those already present.
However, a crucial question remains unanswered: how to balance these support measures for the tourism industry with the protection needs of the national market? The creation of a “white list” of approved companies to facilitate customs procedures could promote investment, but it is advisable to reflect on the repercussions on small local entrepreneurs who could be exceeded by the massive entry of international brands.
Investors in the tourism sector have also made voices heard about the need to simplify customs procedures to encourage shopping tourism. This type of tourism, which continues to grow, could lead to a significant influx of revenue. However, it is essential to wonder if the simple presence of these international brands will be enough to retain tourists. What are the expectations of visitors in terms of authenticity and local culture, often popular in a country with historical riches like Egypt?
Another point raised during this meeting concerns the creation of Outlet brand centers in Egypt. The idea seems promising: it could both seduce local consumers and offer an alternative to those traveling abroad to take advantage of these brands. However, the implementation of such initiatives must be carefully planned to avoid distorting the local market or erode the attraction of Egyptian sellers.
The activation of a tax reimbursement system for tourists at major airports is also part of this desire to improve the consumption experience. This could encourage visitors to spend more during their stay. In this context, the question of added value for the local economy is essential. How to ensure that these measures do not only benefit major international brands but also provide profits to local businesses?
In conclusion, the commitments of the Egyptian government to support the tourism sector by facilitating the entry of international brands deserve to be applauded, because they testify to a desire for evolution and adaptation to the requirements of the global market. However, it is crucial to approach these measures with caution. The sustainability of these initiatives will largely depend on the ability to find a balance between economic attractiveness and protection of local interests. It is by conducting in -depth reflections and by involving the different stakeholders that Egypt will be able to develop a strategy that benefits both its economy and its cultural heritage.