Under the slogan "Simple actions can make a big difference," the Ministry of Tourism and Antiquities launched the second phase of the "Ehna Masr" (We Are Egypt) promotional campaign, which aims to shed light on the importance of tourism and highlight the authentic values and positive behaviors of the Egyptian people as one of the most important factors in promoting Egypt as a tourist destination.
The first phase of the campaign, launched in mid-August 2025, focused on citizens who deal directly with tourists, encouraging them to display positive behavior that reflects the true image of hospitable Egyptian society.
The second phase focuses on highlighting the role of tourism as one of the pillars of the national economy, by explaining its positive impact on supply chains and related sectors.
In this context, Sherif Fathy, Minister of Tourism and Antiquities, affirmed that the "Ehna Masr" campaign aims to build a societal culture based on pride in identity and welcoming guests, making every Egyptian an ambassador for their country to the world, which helps improve the tourism experience and enhance Egypt's image as one of the world's most important tourist destinations.
For his part, Eng. Ahmed Youssef, Acting CEO of the Egyptian Tourism Promotion Authority, explained that the campaign's main message is both simple and profound: every Egyptian citizen is capable of making a real difference in the tourist's experience and encouraging them to return again.
Suzan Mostafa, Director General of Tourism Promotion at the authority, said the campaign is being broadcast on 12 television channels and a number of radio stations, in addition to advertising campaigns in main squares and streets, along with a 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 2030, which place improving the tourist experience and enhancing the competitiveness of Egypt as a tourist destination at the top of their priorities.
Separately, the Minister of Tourism and Antiquities held a meeting with a group of Egyptian influencers and creators of purposeful, high-quality digital content who enjoy a wide following on social media platforms, to discuss ways of joint cooperation to promote Egypt as a tourist destination and take part in the "Ehna Masr" campaign, as part of the ministry's efforts to maximize the benefit of e-tourism marketing tools as one of the most prominent modern and effective means in the tourism industry.
During the meeting, the Minister of Tourism and Antiquities affirmed that influencers and digital content creators are partners in promoting tourism to Egypt domestically and abroad, and that the ministry seeks to support them and provide all the means that help them present high-quality content reflecting the true image of Egypt as a tourist destination.
He also explained that the ministry works along multiple axes in this field, most notably hosting travel bloggers and influencers from Egypt and various countries around the world, noting that this promotional mechanism has become one of the most influential tools in reaching multiple and new segments of tourists, as it allows the presentation of direct and authentic experiences that shed light on Egypt's ancient civilization, cultural diversity, breathtaking natural scenery, wonderful beaches and vibrant modern life. It also presents an integrated picture of the diversity of Egypt as a tourist destination, helping position Egypt as a top destination for travelers seeking multiple unforgettable experiences.
Many innovative visions and ideas for tourism promotion through the influencers' digital platforms were also discussed, along with ways to raise tourism and archaeological awareness in Egyptian society, especially through the "Ehna Masr" campaign, two phases of which the ministry has launched to highlight the importance of tourism to the national economy and the role of the Egyptian people's positive behaviors and authentic values in supporting Egypt's tourism image.
Cooperation between the influencers and the Egyptian Tourism Promotion Authority was affirmed to translate their digital content that is consistent with the ministry's strategy and release it through the authority's official platforms in target tourism markets.
At the end of the meeting, it was agreed that this cooperation would be extended and ongoing through periodic meetings to follow up on achievements, exchange ideas and develop new promotional plans that contribute to strengthening Egypt's position on the global tourism map.
The meeting was attended by Ahmed Youssef, Acting CEO of the Egyptian Tourism Promotion Authority; Rana Gohar, Adviser to the Minister for Communication and External Relations and General Supervisor of the International Relations and Agreements Department; Suzan Mostafa, Director General of Tourism Promotion at the authority; and Osama Ibrahim, a member of the authority's Tourism Promotion Department.
