20 January 2020 11:37 AM

Tourism Min. mulls digital coop. with global tech giant Mastercard

Sunday، 24 November 2019 - 11:23 AM

Minister of Tourism Rania Al Mashat probed aspects of cooperation with Vice Chairman and President of Strategic Growth for Mastercard Incorporated Michael Froman.

The two sides met on the sidelines of the Bloomberg New Economy Forum hosted by the People's Republic of China between November 20 and November 22, the ministry said in a statement Saturday.

The meeting took up means of promoting cooperation in data analysis, digital transformation and tourism promotion through electronic applications and platforms.

Mashat briefed Froman on the main themes of a structural reform program to upgrade the Egyptian tourism sector.

Highlighting her ministry's efforts to upgrade promotional mechanisms by following state-of-the-art technologies, Mashat underlined the ministry's commitment to digital transformation to keep pace with changing global trends in the tourism industry.

Mashat gave an outline of an international tourism promotional campaign dubbed "People 2 People" and another promotional campaign dubbed "Branding By Destination", which seeks to showcase the uniqueness of each tourist destination separately.

She also touched upon a third promotional campaign for the Grand Egyptian Museum (GEM), which is expected to open by early 2020.

Meanwhile, Froman looked forward to a fruitful cooperation with the Egyptian ministry, hailing the breakthrough the tourism sector has been witnessing after implementing the government structural reform program to upgrade the sector.

Mastercard helps drive growth in tourism by understanding the travel journey. It works on analyzing massive volumes of aggregated and anonymized Big Data to deliver deep, timely insights into localized market spending by travellers.


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