Hisham Zaazou belongs to the new government of Egypt, which faces not just protests but also a collapsing economy and declining tourism – figures for 2012 were around 30 per cent lower than they were before the revolution.
“This job should be fun,” Zaazou, a veteran in the tourism sector, says. “But it’s not fun anymore.” He does, however, have a number of creative ideas for how to get tourists to return.
You worked for the government before the Arab Spring too. Two years ago, there were lots of positive feelings when the revolution toppled President Mubarak’s dictatorship but now there are protests and violence again. Are things better now than under Mubarak?
No. We’ve achieved some significant things, like democracy, freedom of speech and freedom to form political parties. We can vote for whomever we like. So, politically we’re better off. Economically, we’re suffering because of the stability, particularly in Cairo. What needs to be done is very simple: people need to get back to work. We’ve been in a transitional period, and we as Egyptians have never experienced anything like it before. It will take time for things to settle but people need to return to work. And people want to eat and work; that’s the core issue.
So should the protesters stop protesting?
People need to realise that you can say whatever you want peacefully. Egyptians are not yet realising that the economy can hit them very hard, very soon. Of course we shouldn't hinder the freedom of expression but the current economic situation will deteriorate. Our currency has already been devalued, which will lead to higher prices because Egypt imports many goods. At this moment we’re managing but it can’t continue like this.
What does that mean for tourism?
One square-kilometre around Tahrir Square and the Presidential palace is dominating the other one million square kilometres. The media only reports on what’s happening in that square kilometre. Egypt becomes Cairo. That’s why I want to change our marketing model. It’s a tactical move. Our campaigns should focus on specific locations in Egypt, for example the “Sensational Nile” or “Beautiful Luxor”. And remember that we’re still getting millions of tourists: 11.5 million last year, which is less than the peak in 2010 but more than 2011, when tourism was down sharply.
You belong to a Muslim Brotherhood-led government. What impact does this have on your work?
I’m a technocrat. They listen to me because I’m a specialist in the tourism trade. And I’ve succeeded in convincing them that international dynamics affect tourism. If you want people to come on holiday and hamper their enjoyment by putting obstacles in their way, they won’t come. If tourists want to have a glass of beer on the beach in the afternoon or wine in the evening, that’s fine. It’s their way of life. And we shouldn't force women on the beach to completely cover themselves and the President agrees with this. Of course, people shouldn't break the law. You can't walk down the street naked.
What’s your goal for Egypt’s tourism?
I want to see 14 million tourists per year. And I want more business from new destinations, like South America and Japan. And I want a higher income bracket of tourists to boost the economy. I’m not refusing budget travellers but I want people on the high end who will spend money. We have luxury hotels and luxury limousines. Even the Old Cataract in Aswan beats London luxury hotels.
Egyptian tourism in numbers:
2010 14.7 million visitors; $12.5 billion revenue
2011 9.8 million visitors; $8.5 billion revenue
2012 11.5 million visitors; $10 billion revenue
