Egypt’s Minister of Tourism and Antiquities, Sherif Fathy, launched the “We Are Egypt” campaign on Sunday, a nationwide initiative aimed at raising awareness about the vital importance of tourism to the country’s economy.
The campaign is a key component of the ministry’s broader strategy, which includes plans to enhance the tourist experience by expanding both flight capacity and hotel accommodations across Egypt.
The drive is designed to remind Egyptians of the economic significance of tourism while fostering positive individual behaviors and a return to traditional values of hospitality and kindness, according to Minister Fathy.
“Our goal is to highlight how every interaction with a visitor contributes to Egypt’s prosperity and reputation,” he added during the launch event.
The campaign will unfold through a series of educational activities, including seminars, workshops, and awareness visits, targeting local communities and relevant institutions. It aims to involve citizens as active ambassadors for tourism and reinforce the country’s image as a welcoming and friendly destination.
Objectives also include encouraging positive conduct toward tourists within local communities in order to enhance visitors’ experiences.
The campaign will be carried out in three distinct phases. The first phase will focus on engaging those who interact most frequently with tourists, motivating them to demonstrate Egypt’s values of warmth, kindness, and respectful treatment, while also highlighting the shared benefits that tourism brings to everyone.
The second phase will concentrate on raising public awareness about the vital role that tourism plays in supporting the Egyptian economy. In the third and final phase, citizens will be encouraged to share their positive experiences and promote Egypt’s remarkable tourist destinations, unique experiences, and outstanding tourism products.
To maximize reach and impact, the minister said the campaign’s media plan includes eight weeks of outdoor advertising in the main streets and squares of various governorates, as well as radio and television advertisements on popular programs and series for six to eight weeks. In addition, a digital advertising campaign will run for three months.
