Applying the Blue Ocean Strategy to Conference Tourism to Achieve a Sustainable Competitive Advantage: A Comparative Study between Egypt and Turkey

Document Type : Original Article

Author

Tourism studies Department, High Institute of Tourism and Hotels Badr, Egypt.

Abstract

This study examines Egypt's conference tourism industry through the Blue Ocean Strategy (BOS) lens, conducting a comparative analysis with Turkey to identify pathways for sustainable competitive advantage. While Turkey has established itself as a regional MICE leader through modern infrastructure and strong connectivity, Egypt possesses untapped potential in cultural heritage and unique venues that could redefine its market position.
The main objective of the study is to shed light on MICE industry in Egypt and Turkey in a comparative way and also to identify the untapped value innovations for Egypt.
This research contributes to tourism literature by demonstrating how emerging MICE destinations can leverage BOS to circumvent direct competition. For Egypt, the proposed cultural differentiation strategy offers a roadmap to transform perceived weaknesses into unique selling propositions, carving a new market space distinct from Turkey's established model. Using BOS frameworks (ERRC Grid), the study analyze how Egypt can eliminate dependency on mass tourism models, and suggest a framework for Egypt to overcome the competition and have a unique experience in MICE industry.
The study finds that there are untapped value innovations for Egypt in the conference tourism field which can make Egypt a premier destination for this industry.

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