Under the slogan "Egypt: Unmatched Diversity", the Egyptian Tourism Promotion Authority has launched a series of promotional campaigns in a number of target source markets in Europe and Latin America, including the French, Italian, Spanish, Brazilian and Russian markets, over the past 3 months, with the aim of highlighting the diverse tourism assets, products and types offered by Egypt as a destination.
Minister of Tourism and Antiquities Sherif Fathy stressed that the campaigns are part of the ministry's strategy to strengthen Egypt's position as a diverse global tourist destination able to meet the interests of various segments of tourists, explaining that they use modern marketing tools to reach target audiences more effectively, helping to increase inbound tourism to Egypt.
He added that the campaigns highlight the diversity and uniqueness of Egypt as a destination and support its image as an integrated and safe destination offering rich and varied experiences, in line with the state's efforts to achieve sustainable growth in the tourism sector.
For his part, Dr. Ahmed Youssef, CEO of the Egyptian Tourism Promotion Authority, explained that the campaigns are part of the authority's drive to diversify its target markets rather than relying on specific ones, noting that the markets covered by the campaigns are seeing notable growth in demand for Egypt.
Suzan Mostafa, Head of the authority's Central Department of Tourism Marketing, reviewed the details of the campaigns, which relied on modern advertising media with wide reach and direct impact, focusing on locations with high tourist density and heavy daily footfall, helping to strengthen the visual presence of Egypt as a destination and consolidate its image among target audiences.
In the French market, the campaign was carried out in 3 phases. The first included ads in 25 major train stations across 67 advertising screens, achieving more than 23 million ad impressions and reaching more than 4 million people. The second phase included ads on tourist buses in Paris, while the third featured promotional material for Egypt on major digital screens around the Cannes International Film Festival.
In the Italian market, the campaign ran at main airports, central train stations and public transport, and on digital screens in squares and key areas of Rome and Milan, as well as ads on tourist buses in Naples and Bologna.
In the Spanish market, the campaign covered a number of the most famous metro stations and shopping centers in Madrid and Barcelona, through hundreds of digital screens showing promotional material for Egypt.
In Brazil, the authority launched its first promotional campaign in the Brazilian market, coinciding with its participation in the ILTM Latin America exhibition in São Paulo, targeting medium- and high-spending tourist segments through digital screens in streets and shopping centers in a number of Brazil's major cities and at the international airport in the capital Brasília, as well as advertising trucks fitted with LED screens touring high-density areas, achieving more than 25.5 million ad impressions.
The authority also launched a promotional campaign in the Russian market on the sidelines of its participation in the MITT international exhibition in Moscow last March, covering 9 Russian cities through a variety of outdoor advertising media, including digital screens and billboards, with an estimated total of around 9 million views a day.
