
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
TOURISM DEVELOPMENT
By our African Marketing Confederation News Team | 2025
Qatar’s investment authority set to unveil multi-billion-dollar tourism development project along the Red Sea coast, near the Gulf of Aqaba.
Egypt’s plan to establish several new tourism resorts along its Red Sea coastline is set to receive a boost from a US4-billion development by Qatari Diar, a subsidiary of the Qatar Investment Authority.
Photo: Marek Pili, Wikimedia Commons
This is according to various news reports emanating from Europe, North Africa and the Middle East.
Arabian Gulf Business Insight says Qatar intends developing an integrated tourism project on just over 20 square kilometres of land at Ras Alam El-Rum on the north-western coast of Egypt.
“The Egyptian government will receive a share of revenues in exchange for providing utilities and infrastructure services. The official announcement of the project will reportedly be made this month,” the news platform says, quoting the Arabic-language news site Ashraq Business.
Ecofin Agency, an economic news agency covering Africa, reports that the project draws inspiration from Ras El-Hekma, another massive coastal development initiative in Egypt.
There, the Abu Dhabi Developmental Holding Company – Abu Dhabi’s sovereign wealth fund – is investing $35-billion to turn the area into a tourist hub, financial centre, and free zone 350km northwest of Cairo.
“This deal aligns with Egypt’s broader strategy. Authorities recently set an ambitious goal to attract $42-billion in foreign direct investment during the 2025-2026 fiscal year, which began on July 1st, 2025,” Ecofin says.
Record-breaking data for Egypt’s travel and tourism sector
In June 2025, the World Travel & Tourism Council (WTTC) revealed record-breaking data for Egypt’s travel and tourism sector, with 2024 marking the highest-ever contribution to the national economy, and 2025 forecast to surpass that record once again.
According to WTTC’s latest Economic Impact Research (EIR), developed in collaboration with Oxford Economics, the sector contributed significantly to Egypt’s GDP in 2024, accounting for 8.5% of the national economy.
“Looking ahead, 2025 is projected to set a new all-time high with a forecast annual growth of 4.9% and increase in the sector’s share to 8.6% of national GDP. This underlines the central role of travel and tourism in Egypt’s continued economic development,” the WTTC said.
Enhancing Africa’s travel and tourism sector was a focus of the African Marketing Confederation’s 2025 annual conference held in Ghana recently. The AMC is collaborating with UN Tourism on its Brand Africa initiative to create a responsible, sustainable and attractive pan-African tourism brand.

Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.

Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.

Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.

Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.

The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.

Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.

Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.

Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.

Rwanda’s marketing body is enthusiastic about the F1 announcement, emphasising that ‘investors and visitors follow governance, not slogans’.