Wednesday 17/Sep/2025 – 12:39 PM
Today, the Ministry of Tourism and Antiquities launched the second stage of the promotional campaign “We are Egypt” under the slogan “simple actions that can work a big difference”, with the aim of highlighting the importance of tourism for the national economy and highlighting the authentic values and positive behaviors of the Egyptian people as one of the most important factors for promoting the Egyptian tourist destination.
The first stage of the campaign was launched in mid -August 2025, focusing on citizens dealing directly with tourists, by encouraging them to show positive behavior that reflects the true image of the hospitable Egyptian society.
As for the second stage, it focuses on highlighting the role of tourism as one of the pillars of the national economy, by clarifying its positive impact on supply chains and the related sectors.
Sherif Fathi, Minister of Tourism and Antiquities, stressed that the campaign “We Egypt” is aimed at building a societal culture based on identity and welcoming the guest, which makes every Egyptian ambassador to his country in front of the world, which works to improve the tourism experience and enhance Egypt’s image as one of the most important tourist destinations globally.
For his part, Eng. Ahmed Youssef, Assistant Minister for Strategy Affairs and Acting CEO of the Egyptian General Authority for Tourism, explained that the main message of the campaign is simple and deep at the same time, which is that every Egyptian citizen is able to make a real difference in the tourist experience and encourages him to return again.
Suzan Mustafa, Director General of Tourism Promotion at the Authority, added that the campaign is broadcast through 12 TV channels and a number of radio stations, as well as advertising campaigns in the main squares and streets, as well as the continuous presence on the authority’s social media platforms.
This initiative comes within the framework of the strategy of the Ministry of Tourism and Antiquities and Egypt’s Sustainable Development Strategy, which places improving the tourist experience and enhancing the competitiveness of the Egyptian tourist destination at the top of its priorities.
