Hadrian added several Imperial cult centres to the existing roster, particularly in Greece, where traditional intercity rivalries were commonplace. Cities promoted as Imperial cult centres drew Imperial sponsorship of festivals and sacred games, attracted tourism, trade and private investment. Local worthies and sponsors were encouraged to seek self-publicity as cult officials under the aegis of Roman rule, and to foster reverence for Imperial authority. Hadrian's rebuilding of long-established religious centres would have further underlined his respect for the glories of classical Greece – something well in line with contemporary antiquarian tastes. During Hadrian's third and last trip to the Greek East, there seems to have been an upwelling of religious fervour, focused on Hadrian himself. He was given personal cult as a deity, monuments and civic homage, according to the religious syncretism at the time. He may have had the great Serapeum of Alexandria rebuilt, following damage sustained in 116, during the Kitos War.