The Egyptian Tourism Promotion Authority has launched the second edition of the "Ehna Masr" (We Are Egypt) campaign, which aims to highlight the authentic values and positive behavior of the Egyptian people in their dealings with tourists, and to stress the vital role tourism plays in supporting the national economy and strengthening Egypt's image as a leading global destination. This edition builds on the first edition of the campaign, which the authority launched in 3 phases from August to October 2025.
Minister of Tourism and Antiquities Sherif Fathy said the launch of the second edition of the campaign is part of the ministry's continued efforts to improve the tourism experience in Egypt. He noted that the campaign seeks to highlight the authentic values and positive behavior that characterize the Egyptian people, including their warm welcome and generous hospitality, helping to leave a positive impression on tourists and encouraging them to share their distinctive experience of visiting Egypt with their family, friends and community, which supports the state's efforts to promote Egypt as a destination and strengthen its ability to attract more tourists.
He noted that tourism is one of the vital industries supporting the national economy, and that maintaining its growth and sustainability is a shared responsibility requiring everyone's efforts. He said positive behavior toward tourists is one of the important elements in enhancing the tourism experience in Egypt, stressing that during their visit, tourists do not only live a tourism experience but also a human and cultural experience in which they interact with Egyptian society.
Dr. Ahmed Youssef, CEO of the Egyptian Tourism Promotion Authority, said the campaign aims to strengthen the connection of new generations with their country's heritage and civilizational identity and to spread positive behavior toward tourists, adding that every Egyptian citizen can be an ambassador for their country. He said tourists who visit Egypt discover not only its tourism and archaeological assets but also the Egyptian people, their culture, customs and values, making positive interaction and a warm welcome an integral part of the tourism experience.
Suzan Mostafa, Head of the authority's Central Department of Tourism Marketing, explained that the new edition of the campaign has been launched in a number of newspapers, magazines and digital platforms aimed at the Egyptian public, through articles, news stories and campaign videos, as well as highlighting the ministry's efforts to raise tourism and archaeological awareness among citizens, helping to achieve the campaign's goals and ensure its messages reach as many target groups as possible.
She added that the authority will coordinate with a group of digital content creators and influencers to promote the campaign, given their effective role in spreading its messages to target groups. A number of Egyptian influencers and content creators will be invited and hosted, with dedicated tourism programs organized for them in line with the campaign's nature and goals, along with all the tourism and logistical services needed to carry out these programs.
In a related context, the authority continues to run tourism awareness activities and programs for citizens through its domestic offices in governorates across Egypt, helping to increase citizens' knowledge of Egypt's tourism and archaeological assets, raise awareness of the importance and role of tourism, and strengthen new generations' connection with their heritage and national identity.
The first edition of the campaign was carried out in 3 phases: the first focused on addressing groups who deal with tourists and urging them to behave positively; the second addressed the importance of tourism for the Egyptian economy; and the third aimed to emphasize the role of Egyptian society in spreading positivity, urging citizens to share positive stories and promote the distinctive destinations, experiences and tourism products their country offers.
