Egyptian tourism recovery’s Australian connection

Sydney-based PR specialist, S2i Communications, has always punched above its weight and recent events in Egypt have provided more challenges for the company. 

After being appointed in late 2010 to manage the public profile of the Egyptian Tourist Authority in Australia, S2i’s focus has been on communicating with industry media, travel agents and wholesalers to ensure effective two-way communication.  

CEO of S2i Communications, Wayne Tregaskis, says the political and civil unrest in January and February made that communication more important than ever.

“Australians love Egypt as a destination, so we’re already working with a positive perception of the country in the Australian market. The understandable concern felt by travellers and trade during the recent unrest and regime change is now being replaced with re-emerging confidence,” he says.

In recent weeks, the emphasis for S2i Communications has been on its relationships within the industry. “Talking to agents has been of enormous value as they are the people who have ‘on the ground’ experience. That real-time intelligence helps keep information flowing, 

“The reports we’re getting indicate an amazing community spirit to restore calm in Egypt. This gives travellers the reassurance they need,” says Mr Tregaskis. “With the Egyptian tourism now in the recovery phase, Australian travellers can expect to see agents moving to promote the destination strongly.”   

Egyptian Tourist Authority Tourism Counsellor for Australia, Japan, South Korea and New Zealand, Ibrahim Khalil, says “I’m quite confident that with such an experienced and well-connected partner like S2i, we will be able to overcome the current situation and a day will come when Egypt again welcomes tourist and friends from Australia.”

Source = S2i Communications
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