Egypt needs a comprehensive and clearly defined nation branding strategy to fulfil its true potential as an investment destination, regional economic and political powerhouse, and tourism hotspot, according to ASDA’A Burson-Marsteller founder & CEO Sunil John.
“There is much more to do if Egypt is to capitalise on its many strengths,” John said, speaking at the 2017 Narrative PR Summit, held in Cairo.
“According to Brand Finance, Egypt’s brand value and ranking has actually slipped over the past year, from 55th to 57th, even as the economy and tourism recover,” he added.
John said that Egypt has cultural, political and diplomatic heft that is not being fully realised, adding that the nation could raise its profile through hosting major events such as the Olympic Games or the FIFA World Cup.
With 65% of Egypt’s population being under 35, John said it is essential that Egypt use its brand positioning to harness investment, internally and externally, to unlock its youth dividend.
He added investing in education and technology-based industries would prepare youth for, and provide, jobs of the future.
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