Revitalizing Esna’s Cultural Heritage Assets


While tourism has long been an essential sector in Egypt's economic, cultural tourism capitalizing on Egypt's rich heritage remains an untapped opportunity. The city of Esna in Luxor, with its rich and storied history, showed potential to become a center of cultural tourism. However, a lack of site management plans, effective urban management policies, and a low level of local capacity was prohibiting the city from reaching this potential.

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To transform Esna into a cultural tourism hub, we partnered with Takween Integrated Community Development to develop, implement and promote an alternative tourism approach focused on enhancing cultural assets and preserving cultural heritage. This approach struck a balance between heritage conservation, tourism requirements and local development needs – thereby ensuring socioeconomic benefits for the local community by engaging them in key activities throughout the project. The project worked on reviving and rehabilitating historical buildings in Esna, in order to provide an innovative offering to tourists interested in exploring the rich history and culture of the city. To ensure the inclusion of the local community in this endeavor, CID worked on building the capacity of local craftspeople to produce high quality handicrafts that honor Esna's cultural heritage. We then worked to develop the handicrafts supply chain to link the these craftspeople with traders in the newly-refurbished bazaar.


The project has successfully developed the Wakalet el-Geddawy Site Management Plan and updated the 2010 Esna City Center Revitalization Plan. We have created sustainable livelihoods opportunities for local craftspeople through skills development activities and market linkages, while also leading awareness-raising and community engagement workshops for 700 students and youth from Esna and neighbouring villages on the value of cultural heritage assets in Esna.


CID’s valuable consulting advice & strategic solutions enabled us to better develop our brand strategy and effectively plan for our business launch in the UAE. A Job well done and it was a real pleasure working with such a creative and energetic team.

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Tamer Zaki
Managing Partner, Iwan Interiors Dubai, UAE

Citibank Egypt would like to express its deep appreciation of CID’s dedicated team for their support, passion, integrity, and high quality work that was demonstrated over the last year. From downturn to crisis, CID has challenged every misperception on the bank with guided impactful communication strategies that were taken to action towards transforming the downs to up, and adversary to ally.

Having CID as our partner, advising us in unpredictable times has helped us maintain trust and transparency with the media and our clients, which has helped secure Citi’s stand in the market and ensured positive brand perception and coverage worth of millions.

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Lamise Negm
Vice Chairman, Citibank Egypt