The Egyptian Tourism Promotion Authority has launched a digital promotional campaign in 9 international tourism markets to introduce the new automated system for issuing visas on arrival, which began trial operation at Cairo International Airport as a first phase from the beginning of August.
The new system replaces the paper visa sticker with a visa QR code, as part of the Egyptian state's efforts to make travel and arrival procedures easier and improve the tourist experience from the first moments of arrival in Egypt.
Dr. Ahmed Youssef, the authority's CEO, explained that the campaign targets travelers and potential tourists planning to visit Egypt in the coming period in the United Kingdom, the United States, France, Germany, Spain, Italy, Poland, the Czech Republic and Japan, noting that these markets were chosen because of their importance for inbound tourism to Egypt.
He stressed that the authority pays attention to developing the tourist experience in an integrated way, so that tourism promotion is not limited to introducing destinations and tourism products but extends to informing tourists about the services and facilities that help them plan their trip, reach Egypt and enjoy their experience there with ease.
He noted that digital platforms have become a key element in travel decisions, as travelers increasingly rely on digital content to learn about destinations, travel procedures and available services before starting their trips, hence the importance of this campaign in presenting information about the new system clearly and simply.
For her part, Suzan Mostafa, Head of the Central Department of Tourism Marketing at the Egyptian Tourism Promotion Authority, explained that the campaign's advertising strategy is based on producing and publishing a series of short awareness videos, translated and designed in the languages of the target markets, to introduce the new automated visa-on-arrival system and explain simply and clearly how to obtain the visa QR code as an alternative to the paper visa sticker.
She added that the videos allow travelers to learn about the new procedures before arriving in Egypt, noting that using short, translated content helps deliver the message in a way that suits the nature of each market and the characteristics of its audience.
She noted that the videos are being broadcast on major global social media and digital platforms, led by Meta, YouTube and TikTok, ensuring direct and effective reach to the target audience, especially travelers searching for information about visiting Egypt and travel procedures.
She stressed that the campaign is part of the ministry's and the authority's efforts to expand the use of modern tourism promotion tools and use digital platforms to communicate directly with tourists in various global markets, introducing the new facilities and services that help ease arrival procedures and improve the tourism experience in Egypt, supporting the state's efforts to increase inbound tourism and achieve sustainable growth in the sector.
The campaign was prepared according to a marketing vision focused on providing tourists with accurate information in their own language and in a form suited to each target market, using the capabilities of Meta, YouTube and TikTok to reach diverse segments of travelers, allowing advertising messages to be directed to the audiences most interested in visiting Egypt and enhancing the campaign's effectiveness in achieving its promotional and awareness goals.
