A Middle East PR strategist says Egypt needs a comprehensive and clearly defined nation branding strategy to fulfil its true potential as an investment destination, regional economic and political powerhouse, and tourism hotspot.

Sunil John, the founder & CEO of ASDA’A Burson-Marsteller, part of the global Burson-Marsteller network and a WPP company, lauded the country’s existing destination brand, ‘Egypt, Where it All Begins’ but said it was only one part of the overall nation brand.

Delivering his keynote presentation, ‘Nation Branding in Times of Adversity,’ Mr John told delegates to the 2017 Narrative PR Summit, that ‘Where It All Begins’ was a superb bit of branding. “It’s clever, sophisticated and, crucial for a destination brand, based on truth.”

Mr John said that Egypt has cultural, political and diplomatic heft that is not being fully realized, adding that the nation could raise its profile through hosting major events such as the Olympic Games or the FIFA World Cup. “There’s absolutely no reason that Egypt can’t host an Olympics or a World Cup, or a major Expo like Dubai is doing in 2020,” he said.

A successful brand would capitalise on Egypt’s ‘brand truths’, one of which is scale, said Mr John. “This is the most populous Arab country. And it boasts the third biggest economy in MENA, and the second biggest in Africa. When it comes to branding this nation, Egypt has to think big – really big.”

He cited work by the nation branding expert, Simon Anholt, which breaks down an effective brand into six pillars: investment, exports, governance, investment & immigration, culture & heritage, people, and tourism. While tourism is being successfully tackled, John said, a unified strategy including the other pillars would reap dividends for the country.

“In 2008, Egypt enjoyed one of the highest GDP growth rates in the world, at 7 per cent. Immediately after the Arab Spring, however, in 2011, this plunged to 2 per cent, where it stayed for years. The past couple of years has seen something of a rebound, to 4.3 and 4.4 per cent in 2015 and 2016, and that corresponds with a return of confidence in Egypt’s economy, and, this year, a recovery in tourism figures,” Mr John said.

He added that other factors to underpin Egypt’s global brand would be its position at the heart of Arab culture, through literature, cinema, music and art; and, as home to Al Azhar, the country was in a leading position to dominate the global conversation on moderate Islam.