Kemetic Yoga Tourism: A Study of Marketing Strategies in Egypt

Yoga tourism has witnessed a consistent development in the recent years. People around the world have become more mindful of health care options which has led to an increase in the quality of wellbeing care as a need in the minds of most age groups today. The worldwide fascination with yoga has inspired many people to travel in order to practise this activity. Kemetic yoga rapidly evolved into the wonder of yoga tourism, which nowadays is a vital and profitable component of the wellness tourism industry. This unique yoga practice draws yoga lovers from across the world, according to an official statement released by the Egyptian tourism minister promoting it internationally. In 2019, Egypt’s Ministry of Tourism collaborated with CNN broadcast to produce a short documentary about Kemetic yoga to highlight wellness tourism in the country. Egypt is a unique destination for Kemetic yogis. Although few researchers have studied Kemetic Yoga as an aspect of tourism, this research focused on the examination of marketing strategies that Egypt needs to apply to promote itself as a competitive destination for yoga. Kemetic yoga tourism is a new travel trend in Egypt, promoting a rising touristic attraction and encouraging the potential of further research. This paper focused on the examination of marketing strategies Egypt is currently implementing to promote itself as a viable yoga destination, and to recommend other marketing strategies to promote Kemetic yoga in Egypt. The methodological approach consisted of a constructivist research paradigm, a qualitative methodology and an interview-based data collection method. Intense, semi-formal interviews were conducted with Kemetic yoga practitioners from different experiences and yoga levels who had travelled to Egypt to practice Kemetic yoga. Keywords: tourism, yoga, medical, health care, wellness, marketing, Kemetic, Egypt