Tourism Promotion Authority delegation discusses opportunities to expand digital promotion cooperation in Moscow
A delegation from the Egyptian Tourism Promotion Authority, headed by its CEO Dr. Ahmed Youssef, visited the Russian capital Moscow at the invitation of STRIKE ADS, the approved local partner of the Russian platform and search engine Yandex, to take part in a number of workshops and professional sessions organized by the platform.
The delegation included Suzan Mostafa, Head of the authority's Central Department of Tourism Marketing; Iman Abdel Rahman, Director General of the authority's General Department of Tourism Awareness; and Mohamed Saeed, a member of the Central Department of Tourism Marketing.
The visit is part of following up on the implementation of the promotional campaign for Egypt as a destination in the Russian market, carried out via Yandex digital platforms and the Telegram app, as well as outdoor advertising on Yandex Taxi vehicles in a number of key areas of Moscow, with the aim of raising awareness of Egypt as a destination and reaching wider segments of the target audience.
Dr. Ahmed Youssef said the Russian market is one of the most important source markets for tourism to Egypt, noting the authority's keenness to strengthen its marketing presence in this market through innovative advertising campaigns and effective partnerships with major digital platforms. He added that the visit is part of strengthening cooperation with industry partners in the Russian market, helping to increase inbound tourism to Egypt and support cooperation with BRICS countries.
For her part, Suzan Mostafa stressed the importance of the visit in learning about the latest digital marketing tools and modern advertising technologies, supporting the authority's efforts to develop its promotional campaigns and enhance their efficiency, and helping to increase inbound tourism to Egypt.
During the visit, the authority's delegation held a series of professional meetings with Yandex officials, reviewing the results of current marketing campaigns and discussing future cooperation opportunities and ways to develop digital campaigns targeting the Russian market in line with modern changes in tourist behavior and the use of digital technology.
The discussions also covered ways to strengthen the promotion of cultural tourism in the Russian market, helping to increase average tourist spending and the number of tourist nights and attract new segments of tourists interested in cultural and heritage products.
Dr. Ahmed Youssef also reviewed the authority's tourism marketing strategy for the coming phase, its target markets and the opportunities available to strengthen the competitiveness of Egypt as a destination, as well as the promotional plan aimed at increasing inbound tourism from the Russian market and Russian-speaking markets, highlighting the unique tourism diversity of Egypt.
The visit program also included a number of specialized sessions and workshops reviewing the latest digital solutions and advertising technologies offered by Yandex, as well as training programs to develop the technical capabilities of the authority's staff in digital marketing, data analysis and performance measurement.
The Egyptian Tourism Promotion Authority is currently running an 8-month promotional campaign in the Russian market in cooperation with Yandex, aimed at raising awareness of Egypt's tourism brand "Egypt – Always On" and encouraging demand for travel to Egypt, across a variety of Yandex digital platforms, including search ads, display ads and videos on a number of specialized apps and digital platforms.
The campaign has achieved positive results, with ad impressions exceeding 26.4 million, alongside outdoor advertising on Yandex Taxi vehicles and ads on Telegram, as part of an integrated plan to promote Egypt in the Russian market.
The authority continues its efforts in the Russian market through joint promotional campaigns, participation in international tourism exhibitions and marketing activities aimed at the public and professionals, supporting increased inbound tourism to Egypt and strengthening its position as one of the world's leading tourist destinations.
