The Ministry of Tourism and Antiquities, represented by the Egyptian Tourism Authority (ETA), continues to implement a wide range of activities, programmes, and initiatives aimed at raising tourism awareness among citizens, highlighting the importance of tourism and its role in the Egyptian economy, promoting a culture of welcoming and positively engaging with tourists, and strengthening awareness of Egypt’s rich tourism and archaeological assets.
These efforts are also aimed at fostering a generation that understands the importance of tourism and its connection to Egypt’s national identity and heritage.
Between January 2025 and June 2026, the Authority carried out 271 educational and awareness-raising trips through its domestic tourism information offices across Egypt, reaching approximately 8,000 citizens. This was complemented by more than 1,000 awareness seminars reaching approximately 30,000 citizens from targeted groups.
The activities introduced participants to the importance of tourism and its different forms, appropriate ways of engaging with tourists, as well as Egypt’s diverse tourism and archaeological assets.
As part of these efforts, the Authority launched the “Ehna Masr” awareness campaign between August and October 2025, highlighting the authentic values and positive behaviours of the Egyptian people, particularly in their interactions with visitors, while also showcasing the vital role tourism plays in supporting the national economy and strengthening Egypt’s position as a tourism destination.
The campaign was broadcast across 12 television channels and a number of radio stations, while also appearing on billboards in streets and public squares and across metro stations, alongside a continuous presence on the Authority’s social media platforms.
The campaign was implemented in three phases. The first focused on those who interact directly with tourists, encouraging positive behaviour and engagement. The second highlighted the importance of tourism to the Egyptian economy, while the third encouraged citizens to share positive experiences and promote the distinctive destinations, experiences, and tourism products that Egypt has to offer.
The Authority also engaged a number of influencers and creators of purposeful digital content across different fields, with established audiences on social media platforms, to reach targeted groups through different channels and support key messages around the importance of tourism and positive engagement with tourists.
In a further effort to strengthen tourism and archaeological awareness among school students, the Authority, in cooperation with the Ministry of Education, launched the first season of the “Tourism Ambassador” competition under the theme “Show Them Egypt Through Your Eyes.” Running for one month, the competition engaged students from different educational stages, introducing them to Egypt’s tourism and archaeological assets and strengthening their awareness of their importance.
The winners are scheduled to receive a tourism trip to Hurghada during the second half of August 2026, provided by the Ministry of Tourism and Antiquities, represented by the Egyptian Tourism Authority.
The Authority is also working to strengthen cultural and tourism awareness among young people and support national identity through its cooperation with Nahdet Misr Publishing House to produce cultural and educational publications. This cooperation also included a storytelling workshop at the Children’s Pavilion during the Cairo International Book Fair in January 2026, introducing children to Egypt’s tourism assets through a simple storytelling approach.
As part of its efforts to strengthen cultural and archaeological awareness among young people, the Authority supported the “Our Alexandrian Identity” initiative, which aims to strengthen young people’s connection to Alexandria’s identity through regular field visits to the city’s key archaeological sites and landmarks. The Authority also supported the initiative’s third season, launched in July 2026 and running until June 2027, as well as the “Future Leaders” initiative in cooperation with the Faculty of Tourism and Hotels at Alexandria University.
The Authority has also supported a number of initiatives connecting tourism awareness with Egypt’s culture, heritage, and national identity, including “Descendants of Egyptian Civilization,” “Ahl Masr,” “Sham El Nessim – Deh Ehna,” in cooperation with the Ministries of Culture and Communications and Information Technology, and “Culture of My Country,” launched by the Islamic Research Academy at Al-Azhar Al-Sharif.
These efforts have also extended to “Egypt Speaks Green,” which promotes awareness of sustainable tourism, and the fourth season of “Tablia Masr,” launched by the National Museum of Egyptian Civilization to highlight Egypt’s traditional food heritage as an element of intangible cultural heritage and contribute to its preservation, while supporting the promotion of Egyptian cuisine as part of the tourism experience. The Authority has also organised educational trips for students to museums and tourism and archaeological sites.
In this context, Dr Ahmed Youssef, CEO of the Egyptian Tourism Authority, said that raising tourism awareness is an important pillar in strengthening citizens’ understanding of the importance of the tourism sector and the tourism and archaeological assets that Egypt possesses. He noted that the Authority is committed to reaching different segments of society, particularly children and young people, through a diverse range of programmes and activities that allow them to experience Egypt’s tourism and heritage assets firsthand.
He added that tourism awareness extends beyond introducing citizens to the importance of tourism and its economic role. It also seeks to strengthen younger generations’ connection to Egypt’s heritage and identity and promote positive behaviourstowards tourists, noting that greater public awareness is an important element in supporting the State’s efforts to advance the tourism sector and maximise the value of Egypt’s tourism assets.
The Authority continues to implement tourism awareness activities and programmes across Egypt in cooperation with a number of ministries and government entities, through awareness seminars, competitions, workshops, educational trips, and participation in various initiatives. These efforts contribute to strengthening public understanding of the importance and role of tourism while deepening younger generations’ connection to Egypt’s heritage and national identity.
The Ministry and the Authority call on every Egyptian to be an ambassador for their country by welcoming tourists warmly, treating them positively, and showcasing Egypt’s destinations, experiences and authentic hospitality.
