ABSTRACT
The Great Pyramid of Giza and the Sphinx are the unofficial emblems of world tourism. Powerful symbols of Ancient Egypt, they encapsulate the lure of exotic, mysterious and ancient places, unfailingly enticing tourists to spend large amounts of money and travel long distances to explore and experience Egypt. Terrorist attacks against tourists were opposed by many Egyptians who derived their livelihood directly or indirectly from tourism, and also alienated some Egyptians who would otherwise have supported the Islamist radicals. In addition to the Burson-Marsteller approach to marketing Egypt out of crisis, the Egyptian Tourist Authority and EgyptAir worked very closely with the private sector to entice tourists from major markets to return to Egypt. Part of the Egyptian recovery strategy included a reduction in prices to induce tourists to return after the three main waves of terrorism in 1992—93, 1996 and 1997.
