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Abstract
Marketing destinations has never been more dynamic, competitive and important than it is today. In an era of fierce competition, destinations marketers began to think for ways to solve the problem of substitutability. They concentrated their efforts on image management and positioning. Nowadays, destination branding caught the attention of many marketing experts and practitioners. While branding has been applied to consumer products and services, the concept of branding destinations only appeared in the mid 90s, just when marketers began to consider branding an effective element in achieving successful marketing strategies. To successfully compete, it is a relatively new trend among Destination Marketing Organizations (DMOs) to turn their destination into a brand. The concept of destination branding holds many benefits, but at the same time, it faces many challenges when being applied. Practitioners have agreed upon the idea of branding destinations, but they left the way of appliance according to the circumstances of each destination. Branding campaigns don’t mean advertisements on different media with new logos. Branding needs improvements come first to assure quality of services. Branding is the promise that marketers must fulfill.
Egypt, with all its historical sites, coral reefs and the long coastlines, still in its primary stages concerning the idea of destination branding. To stand in a crowded market place, Egypt should brand its name in a meaningful way. The brand must be rooted in reality. What mentioned in the brand is exactly as the tourist will encounter when coming. Egypt is distinguished by its historical position worldwide. But history is not the end; it must be accompanied with modernism to let people know what really exists in Egypt. The challenge is to bridge the past with the present. Branding Egypt as a premier tourist destination is not an option; it is a must and heavy task to accomplish.