Reporting ITB Kick-off Press Conference Feb. 22 nd 2012
ITB Berlin 2012 Partner Country Egypt Multi-faceted communication at the world s largest tourism trade fair Fusion is at the heart of Egypt s tourist offering Messe Berlin, February 22, 2012 Today, the press conference focusing on the attractions for the general public at ITB Berlin 2012 took place at the Messe Berlin Exhibition Grounds in Hall 5.3. Speakers were Egyptian Senior Assistant Minister of Tourism Hisham Zaazou on the side of Egypt the Official Partner country of ITB Berlin 2012, Dr. Martin Buck, Vice President, CompetenceCenter travel & Logistics, Messe Berlin, and David Ruetz, Head of ITB Berlin, Messe Berlin. The press conference was presented by ITB Berlin Press Officer Astrid Ehring. Dr. Buck and Mr. Ruetz welcomed Egypt as official Partner country of ITB Berlin 2012 and then gave a briefing about this years all-round ITB Berlin activities including country activities, travel raffles, extra shows and exhibitions, digital activities as well as the opening and closing ceremony. The word was then handed over to Hisham Zaazou who held a compassionate speech about Egypt s touristical status quo after the revolution and tagged the ITB partner country project as a chance to rebuild tourism for Egypt. He gave a full briefing about all activities at and around ITB: Starting from Project ANKH the outdoor art project, to the food carts all over Berlin and the concert of Samaa band in the famous Gedaechtniskirche in the city centre of Berlin up to the theme of fusion at the grand ITB Opening Ceremony describing the panorama walkway Egypt The Place and The Time, the folkloric dance show The colours of Egypt, the ballet Malgré Tout (Inspite of Every Thing) of the Cairo Opera and a Moulied where guests will be invited to dance with the performers. Zaazou then described the Egypt hall activities which feature 4 regional centres to show different aspects of the country, from Sharm via Hurghada to Luxor. Livevideostreaming will provide ITB visitors a close look on what is going on in these tourist destinations. A traditional Egyptian bazaar will bring a feeling of authentic handicrafts and at a Spa Corner guests can relax. All over the ITB, there will be Egyptian Walking Acts and live performances. At a final note he told the German media that the Egyptian Booth will give a lively taste of what s in store on a holiday to Egypt but that it is no substitute for the real thing. After the speech there was a quick question and answer round before the speakers came together for a foto shooting in front of one of the ANKH sculptures, created by contemporary artist Mohamed Radwan, which depicts the faces of Egyptians of all backgrounds, ages, moods, reflected on the Ankh as the actual source for Egypt s eternal spirit of survival.
Background information on Egypt s activities Partner Country Egypt turns ITB Berlin into a modern land of the Pharaohs: Egypt shows the unique fusion of ancient culture and modern resorts, of sound and vision, spirituality, colours, hospitality of the people and vibrant life, as well as of rich nature of arid desert and warm sea and the all-around hospitality of the people. The programme of activities is designed around this unique fusion. With lively images, Egypt shows a strong presence as the ITB partner country. All over the exhibition area, indoors and outdoors, and in all of Berlin, brandings from the new campaign We re Egypt will spread vacation feelings. The campaign shows the people of Egypt enjoying their own country and sending a welcoming message to invite tourists to visit and enjoy the same places themselves. Additionally, a wide range of activities showcase the many facets of Egypt before, during and after the ITB. The first step was already taken in December 2011 with a press conference at the Pyramids plateau in Giza near Cairo. In February, a tour of the choir Samaa ( divine ) kick-starts the ITB. The Choir, consisting of Muslims and Coptic Christians, presents spiritual music from both religions and demonstrates peaceful coexistence of cultures and the unity of Egypt as a nation. Since February, Ankh sculptures which have been designed by contemporary Egyptian artists can be seen in different central locations in Berlin as a sign of Egypt s ITB partnership. Ankh is the hieroglyph for eternal life in Ancient Egypt, the symbol of the Cross for early Christians and today often found as statement in fashion and jewellery, thus, with its various meanings, symbolizing the unique fusion of Egypt as a holiday destination and serving as Egypt s brand sign during ITB. On the official international Facebook-Page of the Egyptian Tourism Ministry, Experience Egypt, photos and status posts of the project were published during the creation of the Ankhs. At the Bürgerforum Berlin, an outdoor photo exhibition by studio kohlmeier berlin shows Egyptian and German photographer s impressions of the Egyptian Revolution. Egypt is also presented at the globetrotter s store as a premium outdoor destination for fans of adventure and nature. But there is more to come: At Berlin Main Station, the Ku Damm and Alexa, Egyptian craftsmen will spread a bit of the atmosphere of Khan El Khalili in the German capital. Additionally, mobile Egyptian Snack Bars tour berlin and give out free snacks with the most popular flavors from the Nile Valley and Cairo and thus give Berliners a pre-taste to vacation in Egypt. At the Grand Opening Performance, the official Partner country of ITB Berlin 2012, the land of wonders and inspirations, again invites the world to experience the unique fusion of tradition and modern trends, of history and cultures, spirituality, senses, colors and the people of Egypt. A panorama walkway of historical exhibits from Pharaonic to Modern Egypt, Egypt The Place and The Time, leads into an unforgettable evening for all senses with folklore show, the Cairo Opera ballet and a moulid (Egyptian festival), which all illustrate the diversity of the country in dance, music and culinary specialties.
This year, Egypt hall 23A unites the four regional centres Nile Valley, Red Sea, Deserts&Oases and White med in order to show the different aspects of the country. Not only the hall s new layout is impressive technological innovations such as interactive touch screens, tweets and live-videostreaming from Egypt take the hall to a whole new level. As a contrast, a wellness corner offers relaxation for stressed-out trade fair visitors and a bazaar with crafts such as calligraphy, sand painting, beads, textiles and an Egyptian café spread oriental Nile flair in the hall. Presents and giveaways such as T-Shirts, bags, ankh flash drives, ankh-bracelets, pins, stickers and poster books can be won at games and activities. Entertainment is provided by Egyptian drums and Tanoura dance. All over the exhibition grounds, the Walking Acts Egypt Everywhere animate trade fair guests with music, colorful national costumes, artistic performances and little surprises. Both trade visitors and b2c customers can win vacations in the land of the pharaohs at the regular travel lotteries. Brandenburg Restaurant in hall 24 is turned into a traditional Ramadan tent, a haven of hospitality and celebration, full of oriental flavours. Ramadan tents are crucial to the Egyptian Ramadan activities; they are the place, where all Egyptians meet to celebrate breaking the fast together. The Partner Country is also present in other halls: In hall 4.1 (stand 222a), Egypt presents its deserts and leisure activities. In culture hall 10.2, the famous Tutankhamun-Exhibition of Semmel Concerts hosts their festival of Egyptian culture. Trade visitors can look forward to breaking news touristic, political and cultural gained at the Egypt country press conference, traditionally held on ITB Thursday at 01:00 pm. Further fruitful discussions with high-ranking government officials and renowned scientists will take place on all of the first three exhibition days. Contents are lectures about the current developments of archeological sites, panels around the tourism development and path into the future after the Arabellion and best case studies of sustainable tourism. ITB Partner Country 2012 Egypt also presents the ITB BookAwards, the Award for the best calendars, travel guides, travel books, illustrated books and journalistic innovations, presented by the famous TV-presenter Mary Amiry. Further on, Egypt participates at the international film award The Golden City Gate. The Grand Finale of ITB Berlin 2012 is The Delphic Festival, in the sense of the Delphic Games, staging artists and performers from all over the world in a spectacular show featuring music, dance, fashion and film. With a welfare message and a 10-minute folklore show, Egypt, the country where it all begins says see you again!
ITB Opening Ceremony We are Egypt where it all begins Berlin/Cairo, February 2012 Egypt where it all begins: As official Partner country of ITB Berlin 2012, the land of wonders and inspirations invites the world to experience at the Grand Opening Performance the unique fusion of tradition and modern trends, of history and cultures, spirituality, senses, colors and the people of Egypt. Visitors join the Pharaohs on an incomparable voyage for every sense. Egypt, the land of the great travel stories, presents an unrivaled event. A journey through the panorama walkway Egypt The Place & The Time communicates the cradle of civilizations: the place is presented through unique geographic features of the country which reflect into tourist products diversity and with the time guests travel along different cultural eras: Pharaonic, Greco-Roman, Coptic and Islamic before coming to Modern Egypt. The eternal beauty of Egypt is shown in a multimedia 3D video and brought to life in a colorful mix of famous Egyptian dances at the enchanting folklore show The colors of Egypt. All these varieties of the everlasting Egyptian zest for life, through all times, ring in the message of change In Spite of Every Thing ( Malgré Tout ), spectacularly performed by the magnificent ballet of the Cairo Opera. The highly emotional show about the new beginning of mankind and existential sensations is a metaphor for the new beginning of Egypt and hope for better future. As a grand finale, a Moulid (Egyptian festival) presents all the dancers on stage, who invite guests to join them for a united message of harmony, peace and welcome, before escorting them to the dinner by rhythms and entertainment. While enjoying the best of Egyptian cuisine, the performance of The Nubian Drums Band will provide a smooth musical background. On this very special evening, get inspired by the charm and hospitality of the ITB Partner country Egypt and its people, who wholeheartedly and with the credo We re Egypt invite you to share with them the beautiful diversity of their country.
Concert Series SAMAA Egyptian Music for Peace St. Katharinenkirche Frankfurt Feb. 27 th 2012 * St. Maximilian Munich Feb. 29 th 2012 * Stift Haug Würzburg March 02 nd 2012 * Kaiser-Wilhelm-Gedächtniskirche Berlin March 04 th 2012 When Muslims and Coptic Christians sing together, this is SAMAA divine. Egypt, the official partner country of ITB 2012, brings the Muslim-Coptic vocal ensemble SAMAA to a concert tour through Germany. With their emotional chants, SAMAA set a musical sign for peace, freedom and cultural dialogue. The group tours Germany for the first time and marks the beginning of Egypt s ITB partner country activities at the world s largest tourism fair 2012. The renowned Muslim-Coptic ensemble SAMAA combines religions in music and this expresses the wish for peace between the religious denominations, the dialogue of cultures, tolerance, and Egypt s unity as a nation. The group, consisting of more than 30 singers in two choirs, unites Islamic Sufi chanting and Christian Coptic singing to a remarkable fusion of voices. The most important message of the choirs is: Love thy neighbor! The ensemble was founded in 2007 by Entessar Abdel Fatah, a famous Egyptian artist and visionary, who still leads the group. SAMAA group also was in the center of this year s International Festival in Old Cairo, where musical groups from all over the world performed, from American gospel to Pakistani Sufi music. Shows Frankfurt - February 27 th 2012, 7 p.m. (doors open 6 p.m.) St. Katharinenkirche An der Hauptwache 1, 60313 Frankfurt am Main Presented by Semmel Concerts Munich - Februar 29 th 2012, 7 p.m. (doors open 6 p.m.) St. Maximilian, Deutingerstraße 4, 80469 München Würzburg March 02 nd 2012, 7 p.m. (doors open 6 p.m.) Stift Haug, Haugerpfarrgasse 14, 97070 Würzburg Berlin March 04 th 2012 Beginn 3p.m. (doors open 2.30 p.m.) Kaiser-Wilhelm-Gedächtnis-Kirche, Breitscheidplatz, 10789 Berlin Entry is free.
Project Ankh: Eternal Life is a Guest in Berlin ITB Partner Country Art Activity joins Berlin Bears with in the German Capital Berlin/ Cairo, February 2012 ITB-Partner Country Egypt adds a new art attraction to the capital: The Ankh, Symbol of Life and Staying Alive, competes with the Berlin Bears during ITB. The ancient Egyptian hieroglyph of Ankh will be shown in ten creative new interpretations of contemporary Egyptian artists in central spots of Berlin (Wilmersdorfer Arkaden, Alexa, Main Station, Messe Berlin, Cafè Caras, Arthouse Tacheles, Hackesche Höfe, O2 Arena,Tempelhof Airport & Neukölln Arkaden). The Ankh, ancient Egyptian symbol for worldly, but also divine and transcendental life, has always been a symbol for Egypt and is internationally known as a sign meaning vitality and new beginnings. For one year now, Egypt s reincarnation has been in progress. Art, which has never stood still in the country of eternal sun, again and again creates new highlights. Oriental and Western influences, modernity and a history that is thousands of years old, progress and rich tradition results in an unique fusion which defines Egypt, in these days more than ever. The ankh, also known as key of life, key of the Nile or Egyptian Cross, symbolizes the Egyptian identity with all its facets and the vibrant life in a country that takes charge of its own destiny from the past Pharaonic era to the active shaping of the future. Artists representing the multi-faceted and vibrant culture of Egypt stand for the selfdetermined New Egypt. The notable participants are known for their exhibitions and participations in Egypt and around the world. Parallel to the Buddy Bear Berlin project, they add 10 creative interpretations of Ankh to Berlin.