Egypt, often hailed as the cradle of civilisation, takes things up a notch this year, embracing its deeply spiritual and culturally rich identity during the holy fasting month of Ramadan with a captivating promotional campaign titled “Egypt’s Soul in Ramadan”.
Led by the Egyptian Tourism Authority (ETA), an affiliate of the Ministry of Tourism and Antiquities, the new campaign strikes a fine balance between tradition, modernity, and celebration, crafted to charm tourists and rekindle domestic travel during one of the most vibrant months of the year.
Focusing on Arab markets, such as Saudi Arabia, the UAE, Kuwait, Jordan, Qatar, and Bahrain, the campaign seeks to introduce Egypt not just as a destination for sightseeing but also as a spiritual and emotional experience, one that is uniquely heightened during Ramadan and the festive days of Eid al-Fitr (Lesser Bairam).
Spanning a month and a half, this initiative masterfully delves into the rich cultural and spiritual significance of Egypt, inviting visitors to embark on an unmatched journey brimming with wonder, history, and festivity.
Ramadan in Egypt is truly different. It is a distinctive blend of celebration, spirituality, and age-old customs that turn the ordinary into the extraordinary. The streets burst into life with twinkling lanterns, vibrant decorations, and bustling community gatherings.
Iftar (breakfast) tables overflow with delicious traditional dishes, while Suhoor (the pre-dawn meal) gatherings under the starlit skies or in cosy old cafés are often accompanied by the soulful melodies of the oud or the gentle recitation of the Quran in the background.
From bustling Ramadan tents serving exquisite Egyptian fare to the historic mosques that stand as testaments to faith and time, Egypt during Ramadan is nothing short of magical.
The campaign captures this very essence, extending an invitation not just to visit Egypt but to feel it, to immerse oneself in its love for communal celebrations, experience its warm hospitality, and connect with its remarkable stories of the past and the present.
To bring this vision to life for today’s audiences, the ETA has embraced modern technology, with a strong focus on digital platforms to capture the imagination of its target audience.
A standout feature of the campaign is its extensive use of electronic marketing and content creation by influencers and Arab content creators on platforms like Facebook; Instagram; TikTok, and Snapchat.
Short promotional videos and episodes, shared across platforms, such as Shahid and Google Display, offer viewers a glimpse into the enchantment of Ramadan in Egypt: bustling souks, historic mosques glowing under the golden light of lanterns, and the shared joy of breaking the fast with loved ones.
The ETA explained that the campaign conveys the joyous and uplifting atmosphere of Ramadan, perfectly reflecting Egypt’s unique blend of deep cultural heritage and evolving modern charm.
Adding to the campaign’s brilliance is the use of screens at Cairo International Airport’s passenger terminals, where dazzling visuals of Egypt’s attractions greet arriving visitors.
This ensures that even before setting foot on Egypt’s streets, tourists will have immersed themselves in the compelling narrative Egypt has to share already.
A key element of the campaign is its focus on gastronomic tourism, celebrating the flavours and rich culinary traditions that take centre stage during Ramadan.
Egyptian cuisine, both familiar and festive, is showcased in abundance. It includes crispy samosas, the irresistible basbousa (a sweet, syrup-soaked semolina dessert), and the much-loved konafa (dessert made of crunchy shredded phyllo pastry).
There are also the iconic Ramadan beverages, including Qamar al-Din, the refreshingly tart apricot juice, and karkadeh (a vibrant and cooling hibiscus tea).
Through short social media snippets and the involvement of cheerful influencers, the campaign highlights how food during Ramadan is far more than mere sustenance. It is a cultural tapestry of flavours designed to bring people together.
Arab audiences see something akin to their own traditions, but distinctly Egyptian in its presentation and communal spirit, making Egypt an enticing choice for their next spiritual or culinary adventure.
While Arab and international tourists are a key focus, “Egypt’s Soul in Ramadan” also turns its gaze inward, encouraging locals to rediscover the beauty of their homeland.
By showcasing the serene, heart-warming, yet lively, atmosphere of Ramadan in cities like Cairo, Luxor, and Alexandria, the campaign reminds Egyptians of the treasures waiting on their doorstep.
Whether it is marvelling at the grandeur of mosques illuminated at night, attending cultural events tailored to the holy month, or simply soaking up the collective spirit of tradition, Egyptians are invited to rediscover the magic of Ramadan without venturing abroad.
The promotional material culminates in a video that feels like a love letter to Egypt. It flows effortlessly from street scenes filled with lantern-lit revelry to moments of quiet reflection in stunningly ornate mosques adorned with intricate Islamic architecture.
Influencers and storytellers guide viewers through their own personal experiences, often tinged with nostalgia, culture, and modern excitement. They add a personal touch to a campaign that radiates both warmth and grandeur.
