Events Tourism: Egyptian Place Branding
Do cultural events transcend the scope of cultural diplomacy? Can they be used in destination branding?
To learn how these questions pertain to Egypt, check out the article, "Events Tourism: A Potential to Build a Tourist Destination Branding: the Case of Cultural Events in Egypt" by Dalia Amara of the College of Management and Technology, Arab Academy for Science and Technology and Maritime Transport.
Amara looks at how cultural events like the El-Moez street festival and Abu Simbel Sun festival in Egypt constitute a unique method of destination branding because "they present an opportunity for destinations marketers to help position their destination amongst its competitors." In what the author dubs "events tourism", cultural events have three main roles: "attracting tourism, improving the place’s image, [and] supporting the local community."
The full piece was published in September 2017 in the International Journal of Heritage, Tourism, and Hospitality and is available here.