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USAID Launches Workshop to Develop a Brand for Historic Cairo

By revitalising key heritage sites like Old Cairo and creating a variety of new tourism products, the IMCT looks to develop financial sustainability by encouraging more investment in the historic neig

‘Workshop to Brand Historic Cairo’ is a new initiative by USAID, the Integrated Management of Cultural Tourism (IMCT), and the Ministry of Tourism and Antiquities, with hopes to amp up content for the Old Cairo area.


The workshop will engage tour operators and community members, including small- and medium-sized enterprises (SMEs), in developing innovative and engaging brand content for tourists to Egypt.


By revitalising key heritage sites like Old Cairo and creating a variety of new tourism products, the IMCT looks to develop financial sustainability by encouraging more investment in the historic neighbourhood.


Old Cairo is listed as a UNESCO World Heritage Site, given its  history as a hub for art, music, crafts, and culture. To this day, the 1,000-year-old neighbourhood is a hotbed of tourists and cultural activity.