Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
TOURISM DEVELOPMENT
New infrastructure projects set to boost Egypt’s tourism sector
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.
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.