Stand Out! - Esna Stand Out! - Esna aims to capitalize on Esna’s diverse cultural heritage assets for the city to stand out as a prime tourist destination that offers a unique visitor experience. Through identification, documentation, conservation, and design activities – all focusing on tangible and intangible cultural heritage aspects of the city – project aims to develop an innovative and creative model that can be replicated in other places in Egypt. Stand Out! - Esna focuses on two main components: ? Component 1: Intangible heritage identification, documentation, and showcasing. ? Component 2: Retail Tourism: Using design, how to Stand Out in a Tourist Destination and Attract Foot Traffic.