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Al-Ahram Weekly 6 - 12 May 1999 Issue No. 428 
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Published in Cairo by AL-AHRAM established in 1875 |
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Al-Ahram Weekly 6 - 12 May 1999 Issue No. 428
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| Published in Cairo by AL-AHRAM established in 1875 |
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Egypt Region International Economy Opinion Culture Profile Features Special Focus Travel Living Sports People Time Out Chronicles Cartoons Letters Back to our roots
By Rehab Saad
African Americans regard Africa as their motherland and, because Egypt is part of Africa, they see it as part of their heritage. Since 1987, Sheba Tours, a major travel agency in the United States, has been bringing African American priests to Egypt, specifically the heads of African American churches.
Afrocentrics believe that the strong interest which African Americans have in ancient Egypt may derive from the influence of black Africans in Pharaonic times
The priests regard their visit to Egypt as part of their pilgrimage to the Holy Land and, at the same time, they consider their trip as a kind of 'fam' (familiarisation) trip where they can get an idea at first hand of the facilities Egypt can offer to travellers.
The trips are important because when the priests go back home, they can promote Egypt to the members of their church.
"These people are searching for their roots and are interested in the origins of civilisation. But they are keen, too, to know about Christian sites," said Mahmoud Khodeir, a tour guide who deals extensively with African American clients.
"We need to expand the market. So far, we depend only on the priests themselves in promoting Egypt in the USA," Khodeir said. "Yet their message has a far-reaching appeal. The last group I worked with consisted of 29 priests. Imagine, if each manages to bring to Egypt a mere 10 per cent of his members, who range from 500 to 1,000 persons, it would be great for us," he added.
Visits of African Americans at this stage are inevitably linked with their trips to Israel. They tour the religious sites there first and then come to Egypt, usually for two days. In Cairo, they visit the Egyptian Museum, the Pyramids, Old Cairo and some ancient churches. Sometimes they stay longer and have a Nile cruise.
"Whenever they come here, they inevitably feel that the trip is too rushed; that they would better benefit from a longer stay, certainly longer than two days. Sometimes we manage to encourage them to prolong their visit," said Ehab Farag, a tour guide who deals with this particular market. He added: "They have a special kind of love for Egypt. They easily recognise the African features of some of the statues in the Egyptian Museum and sometimes those of modern Egyptians."
Rosella Rosen, the president of Sheba Tours, is very enthusiastic about the market. She feels that acquainting African Americans with Egypt "informs them of things they did not know before. It gives them a new perspective, and some have said that it enables them to read the Bible differently, think about things differently," she said, adding, "They find the trip very inspiring."
Rosen explained the magnitude of the market. "The one group I work with has about eight million members and I have connected with another, also with eight million members. The potential is just vast; astronomical is a better word. This year I brought about 1,500 priests to Egypt and I am expecting more in the coming years," she said.
Reverend Dr Ros Davis, one of a group of 29 African American priests who visited Cairo recently, feels that visiting the religious sites in Egypt made him better understand the Biblical miracles and Egypt's role in Biblical tradition.
"I have read about all of these things. But now that I have been here and actually seen them for myself I find it fascinating, stimulating," he said.
As for Rev Daryl Williams, he mentioned the educational value of the tour for him. "We teach the Bible and teach the history of Moses and Jesus Christ. Now we have first-hand experience. When I go back home I will convey what I saw to my members and convince them to come here and see for themselves," he said.
The main problem hindering full exploitation of the market is lack of promotion abroad. "There is a complete lack of information about Egypt in the United States, no official publications to inform or encourage people to come. There are only personal initiatives that bring relatively small numbers to the country," tour guide Farag said.
He added that the situation in Israel is entirely different. "Israel has strong contacts with African American priests. They spend a lot of money to attract them. They always invite the heads of the churches and religious groups on fam trips. They know that every effort is well worthwhile."
The Ministry of Tourism has prepared a publication about the Flight into Egypt of the Holy Family, with maps and photos, in preparation for the millennium celebrations. Its distribution is supposed to be worldwide, but none of the priests had ever heard of it, or the fact that following in the footsteps of the Holy Family was a new tourist product.
"We should have been the first to be provided with the literature, but we know nothing about it," Rosen said. In fact, even the president of the company that deals specifically with religious groups knows nothing about it.
"I would love to promote such a religious pilgrimage in the States. I am anxious for it to become part of my programme," Rosen added.
Rev Charles Black says the interest is there. "My question is how can we get the necessary information, details of the prices and the facilities. Someone should invite us to see what it's all about," he said.
Active promotion is the key. Rosen stressed: "There should be direct promotion to the African American market. The Ministry of Tourism should extend invitations. There should be more serious action."
