Flagship attraction development and destination competitiveness: the Grand Egyptian Museum, Egypt.

Abstract

Abstract This chapter seeks to identify those opportunities and challenges facing the development of tourism in Egypt and to examine how the development of a flagship cultural attraction offers the country a more resilient and sustainable form of tourism. The Grand Egyptian Museum (GEM) represents a once-in-generation opportunity for Egypt to enhance its international tourist appeal through the development of a world-leading cultural flagship attraction. The country demonstrates the role to be played by these attractions in enhancing destination competitiveness. The GEM serves as a catalyst to diversify the current Egyptian tourism product and experience, to make tourism more resilient, and to prepare the country for sustainable, long-term growth in its inbound markets.