Many of the tourists go to Egypt are from the western world. Western media coverage of events or activities in Egypt affects the number of tourists visiting the country. Media coverage could be constructive or destructive. Constructive when it exposes the country’s uniqueness in the tourism industry in the world. When travelers learn from the media what Egypt has to offer, Ancient Egypt is one of the cradles of the civilization. It has magnificent monuments such as the great pyramid, one of the seven wonders of the ancient world. When media highlights such information about the country, travelers will flood the country with their arrivals. Then Egypt will earn hard currency and its economy will flourish. On the other side of the coin, the media could be destructive. When it exposes the negative things happening in the country or around the region of the Middle East, such as any terrorist incidents or the lack of the safety measurements. This information will have negative impacts on the tourism industry in Egypt. Terrorism or wars in the region would discourage people to visit the country. Peace and Political stability would attract more people to spend their vacation time in the land of the Pharaohs.

Although the Egyptian media is expected to highlight the positive aspect of the tourism in Egypt but still, it does not close its eyes on the negative things happening in the country. The Egyptian media promote Egypt through its channels such as Al Ahram newspaper, Satellite TV that could be received anywhere on earth or the World Wide Web. Through these channels, Egypt is assuring the travelers to its land that they are welcome and will be safe during their visits.

The media plays a significant role in increasing the number of tourists to Egypt by highlighting the country among the rest of the world tourist places. At the other side of the coin, the same media could be the source of the news to inform people around the world that Egypt is not a safe place to travel and spend a vacation because of the terrorist incidents for instance.

Even at the worse situation when Egypt was hit hard with the massacre of Luxor November 1997.

The role of the World Tourism Organization (WTO) and its press release regarding that such events in Egypt should not stop people from traveling to the country. What encouraged the (WTO) to take that stand is the Egyptian government is doing what it supposes to do to protect the visitors. Many countries could not ignore the efforts and the guarantees from the Egyptian government, especially when high officials from these countries witness that by themselves. Two countries, Japan and Swezerland kept their warning to their citizens not to go to Egypt. Also, violence and terrorism is not only in Egypt. Many people from Europe and Middle East kept on going to Egypt to spend their vacations. After one year from this famous massacre incident, tourists are back to Egypt to almost its normal rate.

During the crisis times and the peace times, how did the media coverage of events affect the number of arrivals of tourists in Egypt?

Addressing the issue of media coverage of tourism in Egypt, I chose Al Ahram weekly newspaper. It is a semi-official newspaper but it is will known an Egyptian newspaper. It was founded in 19—in Egypt. Out of Al Ahram weekly on the Internet, I selected the issues from 375 to 405 covering the dates from April 30 to December 2 1998. In the travel section in Al Ahram weekly Rehab Saad wrote thirteen articles I chose to comment about. I consider her writings as very objective and professional, without denying the negative impacts of the terrorist’s incidents on the tourism industry in Egypt, Rehab Saad highlighted the positive side based on reality and facts. From April 30, she did not hesitate to about the tourism in Egypt. She addressed variety of topics related to the tourism industry in the country and its impacts on the economy.

Following are brief summaries and comments on Al Ahram Newspaper’s articles about the coverage of the tourism events in Egypt. This type of coverage was one of the reasons for changing the situation to a better one after No. 1997 massacre.

In her article, " Verdi’s Aida moved back to the Pyramids" Issue No. 375 Rehab Saad interviewed the officials responsible about the arrangement for Opera Aida.

With the staging of the $ 2.75 million production of Verdi’s Aida to coincide with the 10^th anniversary of the new Cairo Opera House and other classical works. With the staging of the $2.75 million production of Verdi’s Aida to coincide with the 10^th anniversary of the new Cairo Opera House and other classical works planned for later in the year, The Great Pyramids of Giza will act as a historical backdrop to help re-establish tourists appeal. Following the unfortunate incident last November involving visitors to Cairo, Hassan Kami of the Cairo Opera House is committed to creating revenue capitalizing on the magnificence of the Egyptian Temples, the annual musical events. Kami considers this project an easy sell to tourists agencies. With 10 public relations companies promoting the event a broad, 26 ticket outlets in Europe and two corporate sponsors for the opening event to be held in a 3400 seat theater, the future of large productions, according to Kami can only get bigger and better. Wealthy visitors, Opera goers from around the world come to Egypt whenever opera Aida is held. Media coverage of his event will increase the number of visitors to the country.

In issue No. 390, date: 13-19 August 1998, Rehab Saad wrote another article about the same opera "Aida Back to the Pyramids." Verdi’s Aida was produced at the foot of the Giza Pyramids as Verdi first envisioned it with plans that are more ambitious; the opera is set to be a tourist-marketing spectacle. The three Giza Pyramids were part and parcel of the production with trial scenes, priests and advancing armies. Special electrical equipment’s were supplied from Europe and construction of the stage seated 3000 spectators. Eventually, the theater will seat 12000. Still, promoting the production may have too late to its cost Plans, however, will continue as the Opera is good publicity for Egypt and is only a sample of the coming events.

In issue No. 376, Date: 7-13, Rehab Saad wrote about "Interaction, Past and Future." Interaction is the key to providing future guidance on successful regional business. It is sure to be the topic of convening members poised to participate in the 36^th Congress of the International Advertising Association scheduled to be held at the Cairo

International Conference Center. Delegates from all over the world will attend to bring information technology, communications and interactive advertising and marketing to the world community. This is a landmark occasion sponsored by Egyptian and Arab advertising and tourism organizations as well as media channels. It represents the first time that the Middle East and Africa have been awarded as the Association’s host countries. Highlighted at the sessions will be satellite and video conferencing with other countries sponsored by Arab Radio and Television (ART). Sessions will explore the past of Egypt’s ancient documented communications systems, the present consumer’s role in the information age, the future, and the impact of communication technologies on coming generations. It is hoped that this Congress will bring to the world’s attention that Egypt is not only the cradle of civilization but also is ready, willing and able to accommodate its visitors with the latest technologies.

In issue No. 377, date: 14-20 May 1998, Rehab Saad covered the 36^th Congress of the International Advertising Association (IAA) and wrote about "free, But Self-Regulated, Advertising." The 1,200 local and international advertisers, media producers and information technology specialists convened at the International Advertising Association (IAA) in Egypt to discuss communication interaction in the 21^st century. President Hosni Moubarak affirmed the importance of the conference message. Ibrahim Nafie, board chairman of Al-Ahram Organization, addressed the impact of the Internet on creation of a collective intelligence leading to world to world globalization.

In addition to the topics of self-regulation Vs government, the opening of new markets, confidence-building advertising and freedom of commercial speed were debated. Arab advertisers, businessmen and marketers revealed that although the advertising expenditure in the Arabic-speaking Middle East rose to a record $1.54 billion in 1997 that represents only .4 per cent of the total world advertising expenditure. It is hoped that by year, that the Arab’s budget for advertising will reach $100 billion. A major concern of the Congress appeared to be not merely dollars spent or earned but the integrity of global advertising. It was the consensus of the members that self-regulation should lay in the hands of professionals in the who have a proven track record of commitment to human dignity world-wide.

In issue No. 378, Date: 21-27 May 1998 Rehab Saad wrote "For The Children" of the globe. Mrs. Moubarak, wife of the President of Egypt, was selected to act as Chair of the worldwide campaign to help the children of the world through human efforts. Using the skills of the advertising industry, it can be demonstrated that morality and ethics can be the heart of good world communication. Fifty-nine countries will receive the creative materials manual to be adapted for their own markets.

Highlighted material will define the role of ancient Egyptians to communicate with today’s world. Hieroglyphics, it was maintained by Christo Kaftandjiev, an associate professor at Sofia University, are still interacting with modern man as advertising symbols in business.

In issue No.378, Date21-27 May 1998, Rehab Saad interviewed the minister of tourism who was "Prudently Optimistic" about the future of tourism in Egypt. Tourism, according to the minister of tourism though prudent is more positive than expected following the Luxor accident in which several tourists were killed during a terrorist act. The incident caused a 51.7% drop in visitors to Egypt. In three months from January to March, a 60 % jump was recorded in the number of arrivals during the same period in 1997. This trend signals the end hopefully of adverse travel warnings from abroad and is an outcome of a four-point strategy in overcoming the situation. Through a network of contacts and discussions on the local level, Correspondence and meetings with partners abroad, familiarization trips for media people and an exchange of information supporting efforts in marking, the problem of Luxor appears to be diminishing.

A shopping festival is being planned to launch a media campaign, which will promote Egypt to tour operators and travel agents. The millennium will give Egypt a major opportunity to advertise. Plans in progress concern the flight of the Holy Family to Egypt, celebrations of the Giza plateau and a dramatic midnight event in which the nine-foot golden pyramidion will be installed on the top of Khufu’s Great Pyramid. The media coverage will be a cooperative effort of technology and 7000 travel related Internet pages.

In issue No. 379, date: 28-3 June 1998, Rehab Saad covered the First Egyptian Tourism

In addition, shopping Festival and many people from different countries were "digging In For A Shopping Spree." The first Egyptian and Shopping Festival was held from July 20 to August 20 in Cairo and Hurghada. Media coverage to promote Egyptian tourism involved television, press release, press conferences and interviews. A Web site with advertisement and Festival information is hoped to promote the month-long shopping spree.

In issue No. 380, date: 4-10 June 1998, Rehab Saad shared the concerns of the foreign tour operators in "Insights on boosting tourism." Foreign. It was suggested that in order to have good media coverage the quality of hotels and travel agencies should maintain standard of quality. Egypt Air was also a concern of the tour operators who emphasized the necessity for regular flight schedules, pricing of domestic flights and the lack of direct flight between Egyptian countries. This points out the concern of advertising to tourists abroad who have come to expect a standard of efficiency and quality of services while traveling.

In issue No. 389, date: 6-12 August 1998 Rehab Saad highlighted the "Arab tourism season" and the support of the Arab of the Arab governments in encouraging their travelers to spend their vacations in Egypt.

In order to detract the Luxor massacre, 1998 has declared the year of Arab tourism to Egypt. Increased media attention and promotion to the Arab market has increased total tourism by 39% with hotel occupancy rates exceeding 90%. The Saudi Arabian markets rank first sending 207,695 tourists to Egypt in 1997. Marriott Director of Sales Medhat El-Nweishi believes a government decision to refund the sales tax on all goods sold during the recent shopping festival, special menus and gala soirees featuring Arab and foreign singers are the main reasons for the boom of Arab tourism.

In issue No. 385, date: 9-15 July 1998, Nevine El-Aref attended an exhibition in Canada and wrote about "Mysteries of Egypt in Canada." For 75 years since the opening of Tut Ankh Amun’s tomb, the world has been in love with Egypt’s culture. Canada is no exception. "Mysteries of Egypt" premiered in June at the Canadian Museum of Civilization in Ottawa and focused on 350 artifacts from Egypt." The exhibition featured the environment of Ancient Egypt including the everyday life of the citizens, their traditions, the burial mummification process, the reconstruction of Tutenkhamun’s tomb and an intimate view of Nefetari’s tomb. Italian multimedia added a dazzling virtual reality computer simulation of Neferatari’s tomb forecasting the future of interactive communications technology in marking and promotion. The highlight of the exhibition was a film starring Omar Sherif. Another media event, which had great audience appeal. Was the large-format film technology, IMAX that so perfectly compliments the monumental grandeur of Egypt.

In issue No. 385,date: 9-15 July 1998,Rehab Saad joined the Egyptian Tourism road show. The participants of the show were ‘Tapping the South American market.’ Egyptian culture took to the road in South America as it was promoted through road shows, which visited Buenos Aires in Argentina, Sao paolo and Rio den Janeiro in Brazil. Tourism officials and businessmen attended workshops opening the new promising market. Egypt has already been introduced to Sooth Americans through school programs, however there is a need to know more about it. Currency exchange, inflation, lack of flights between Egypt and the continent have been the largest draw back to establishing successful tourism in Latin America. As far as flight problem is concerned, the minister of Tourism, Mamdouh El-Beltagui believes that once more people travel to Egypt, Egypt Air will be encouraged to establish direct flights.

In issue 386,date: 16-22 July 1998, Rehab Saad interviewed vendors, shoppers and tourists during the one month festival which was held in Cairo and the Red Sea resort of Hurghada and wrote about "more Than a Shopping Trip." Bargain shopping, the recreational shoppers treat, is a consumer attraction dream. A month long festival sure to deliver record numbers of tourists to Egypt begins July 20 in Cairo and the Red Sea resort of Hurghada. Billboards and promotional materials have been used to market the idea of fun shopping and will help to educate and interest international buyers in Egyptian made products. Government exempting and re-funding of hotel gala parties and sales tax supports this fabulous tourist package. Arab satellite channels will advertise the bargain shopping to Arab counties, Russia and Eastern Europe.

In issue No.387, Date: 23-29, 1998, Rehab Saad gave more details about the first tourism

And shopping festival in her article "tourism at Discount Rates." Advertisements, every hour on the hour, promoted the shopping festival held at the food of the Sphinx. This is sure to result in an Arab tourist boom. Discounts on accommodations and foods were combined with a commitment from the government, sellers and buyers to make this festival a tourist success. Participating vendors and attending students suggested that the festival could be improved by better organization, more advance advertisement and opening festival celebrations such as street Carnivals.

In issue No. 395, date: 17-23 September 1998, Rehab Saad wrote about Ras Sedr in her article "Resort of the Future." Ras Sedr, situated on the West Coast of the peninsula on the Gulf of Suez, is becoming an attractive resort for domestic and international tourism. Although Biblically it presents a beautiful scene-an oasis with desert plants and palm trees, the area is not developed. It can be best marketed, at least for now, as the spot where Moses is believed to have passed during the Exodus. Hotels and organization is necessary to properly orchestrate the old city of Ras Sedr, which include houses, shops and markets for local residents. A breathtaking future tourist attraction is a mile feuille-like mountain where a large oasis with plants submerged in sweet water with sand dunes and varied colors of the rock make an ideal setting for a traditional Bedouin dinner. The curative waters of the Pharaohs bath provide a cherished natural cure for the local population and holds promise as a marketable site for health enthusiasts. The need to build international tourism at the Ras Sedr can only be achieved with the addition of an airport. This say official is already planned.

In issue No. 397, date; 1-7 October 1998, in the last sample used of Rehab Saad’ Articles she wrote about "A Private and Public Affair." Egypt’s key to tourism development and promotion is public-private sector partnership according to the general assemble of the World Tourism Organization held at the Cairo International Conference Center. Government involvement in tourism around the world is new. Previously, until World War II, it was initiated by the private sector. The best strategy for tourism and promotion, however, is to have government coordinate and act as an arbitrator where conflicts arise and to have the private sector reflect the cross-border dimensions of the sector’s industrial fabric. The 1999 meeting will focus on tourism as a way of preserving world heritage.

tourism, sports tourism, safari tourism, recreational and beach tourism, conference and exhibition tourism, religious tourism, modern tourism and historical tourism. Egypt enjoys a unique geographical location. Many people from around the world favor its climates. It has a unique culture heritage. In Egypt, there are monuments go back to the pharaonic, Roman, Coptic and Islamic periods. Egypt is the one of the most wanted places to be visited. Travelers from around dream about seeing one of the famous Seven Wonders of the World, the great pyramid of Egypt.

Egypt is the dawn and cradle of civilization, land of the pharaohs, gift of the Nile All theses and many more were named after Egypt. A heritage of 5000 rich and mysterious year that continue to attract millions of travelers to this land over the years. Egypt has so much to offer. People from around the world with their different interest will find Egypt fascinating.

The tourism creates direct or indirect millions of jobs for the Egyptian. Jobs in tourism are very profitable comparing to the other fields in Egypt. The tourism has great impacts on the national economy in Egypt. Egypt has the potential to earn large sums from tourism. The Egyptian government is working on many tourist projects. The World Bank and other foreign investors contribute funds to accomplish theses projects.

Content analysis is the method of data collection for this research: " Media Coverage of Tourism in Egypt." This methodology is an approach to qualitative research that is used to identify specific characteristics in textual messages (Morris R., 1994). The textual messages in this research are newspaper’s articles written during specific period that the Egyptian Tourism Industry was effected by certain events occurred at that period. (November 17, 1997 to November 17, 1998). The time frame was chosen because of Luxor massacre in November 17, 1997 when terrorists killed number of tourists in Egypt.

The purpose of this study is to measure the correlation between the level of the arrival of the tourists to Egypt and media coverage of events during the above stated period. Travelers’ decisions might be effected by media messages and its contents.

Contents analysis looks at the characteristics of communication messages, their contents and the producers of these messages (Rubin, R.B., Rubin, A.M. & Piele, L. J. 1996). The study is analyzing some of Al Ahram newspaper’s articles that were written during the period of one year mentioned above.

The unit of analysis of this study is the individual articles of the newspaper. Hamza, M. J., (May 1997) in his Ph. D. dissertation submitted to the department of Human Communication Studies at Howard University, part of his coding scheme could be used in the current study. Codes such as dates, placements and sources of the articles.

Using the content analysis as a method to collect the data requires defining the categories involved in the research study. The definition of the categories will help to clarify the coding scheme and that will lead to the reliability of the research.

Comparing the effects that the articles of the newspaper have left on the prospective travelers to Egypt to the arrival rates of the tourists to the country will show the effects that the media had on the tourism industry in Egypt. Did the newspapers’ articles on Egypt affect the decision of the traveler to visit Egypt?

The researcher will apply two communication theories to interpret the relationship between the effect of the media and the tourism industry in Egypt. First, the diffusion of information and influence, this theory measures the influence of information when it comes from the media or from certain individuals known as opinion leaders who receive their information from the media and pass it on to their followers.

Second, Cultivation, this theory deals with socilcultural outcomes of viewing the television’s mass produced messages about the tourism in Egypt.

Method of knowing is the authority. When the State Department issues a press release to the US citizens about the safety status of Egypt, the Americans will take these information from a trusted source of authority which cares about the safety of its citizens.

Second, Cultivation, this theory deals with socilcultural outcomes of viewing the television’s mass produced messages about the tourism in Egypt.

Method of knowing is a priority method. These mass produced messages by TV will spread specific ideas about the safety condition of Egypt.

Since the tourism to Egypt is very significant to the country’s economy, so the media coverage is very crucial to the tourism in Egypt.

The tourism Industry in Egypt earns very valuable hard currency to the country. Almost ten millions people’s work somehow related to tourism industry, the total population of Egypt is sixty-five millions. This shows how important this industry to the country.

Following are key terms are used in this research:

1. Terrorism: unlawful acts from some people toward the property, safety and lives of others.
2. Tourism: travel from place to place for the purpose of enjoying what the destination place is offering.
3. Media coverage the way that newspapers, radio and television present and cover.
4. Egypt: the northeast country of continent of Africa.
5. Cairo: the Capital of Egypt.
6. Luxor: historical city in the south of Egypt. It is famous for many ancient monuments, temples such as Karnak, and tomes such as King Tut’s.
7. Al Ahram: a semiofficial Egyptian newspaper printed in many countries around the world. Its web site is http://www.ahram.org.eg.
8. Hurghada: an Egyptian resort on the Red Sea.
9. Alexandria: Alexander the great established it on a small ancient Egyptian town. Now, the modern Alexandria is called the pearl of the Mediterranean.
10. Step Pyramid: was built by King Zosar of the third dynasty, old kingdom, Ancient Egypt.

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