The Ministry of Tourism has launched the first promotional film of the "People to People" campaign, one of the pillars of the promotion and marketing axis of the structural reform program for developing the tourism sector, which aims to modernize promotion mechanisms to keep pace with modern global trends and create a unique tourist experience for visitors. The film was produced by the ministry in partnership with the global company Beautiful Destinations, with the aim of shedding light on the different faces of Egyptians.
The promotional film presents a variety of shots showcasing archaeological and tourist sites and aspects of Egyptian culture, Egyptian food and many activities through different examples of Egyptians, and the campaign's promotional approach relies on contemporary content and modern technological filming tools.
This campaign is directed not only abroad but also at the Egyptian people, to emphasize the positive behaviors that reflect the spirit of hospitality and welcome toward tourists, as well as to strengthen the sense of belonging among the young generation, in light of the ministry's broader goal that at least one member of every Egyptian family works in the tourism sector, whether through activities directly or indirectly related to the sector.
The promotional film was published on the various social media platforms of Beautiful Destinations, which have more than 20 million followers in 180 countries around the world, and it was also published on the websites of the Egyptian Tourism Promotion Authority:
Experience Egypt
https://www.instagram.com/tv/B1ECCHkH69P/?igshid=1g2wv0jougvol
https://www.instagram.com/tv/B1EAOKinCZq/?igshid=18e7gpeufcb2u
https://www.instagram.com/tv/B1ECoxehXxX/?igshid=1oa9qdg178zk5
In this context, Minister of Tourism Dr. Rania Al-Mashat said that the tourism sector can overcome the isolationist policies and measures taken by some countries, as travel and the movement of individuals between countries contribute to cultural exchange and to spreading peace and understanding among peoples. She added that the "People to People" campaign aims to strengthen human connection and to celebrate the Egyptian people and present them to the world, explaining that the letter "P" is the first letter of a group of words, namely "Peace", "Passion", "Pride" and "Progress", which represent a clear message to the world meaning that the Egyptian people are peace-loving, full of passion and pride, and striving for progress.
She added that the campaign's promotional content is innovative and does not rely on images alone, but on modern promotion mechanisms based on telling stories about the place and the people, as recent studies of tourist and traveler trends have shown that their interests have increasingly turned to seeking the tourist experience, getting to know different kinds of people and interacting with the local environment of the places they visit.
She pointed out that the impact of traditional promotion methods has become weaker than before, and that the various social media sites and digital marketing now strongly influence travel decisions, especially among young people.
For his part, Jeremy Jauncey, founder of Beautiful Destinations, expressed his pride that his company is part of the campaign to promote tourism in Egypt, explaining that the launch of the "People to People" campaign is the beginning of the company's commitment to highlighting Egypt's many beautiful and unique destinations, and that it looks forward to this promotional film helping to attract the world to visit Egypt. He noted that the company believes in the importance of tourism as a driver of countries' economic development and is committed to applying sustainable tourism concepts, which is in line with the vision of the Egyptian Ministry of Tourism.
In a related context, Remi Carlioz, the company's Chief Creative Officer, said: "Working on producing these promotional films was close to all our hearts, because Egypt is rich in historical and natural treasures unmatched anywhere in the world, but what makes you come to Egypt again and again is its people, with their warmth, cheerfulness, generous hospitality, diversity and creativity, and this is what we felt in everyone we met in Cairo, Alexandria, Siwa, Luxor and the Red Sea."
It is worth mentioning that the Ministry of Tourism contracted last March with the global company Beautiful Destinations to promote Egypt and to cooperate in implementing some aspects of Egypt's international promotional campaign in a modern, contemporary manner.
Last May, Jeremy Jauncey, founder of Beautiful Destinations, screened a promotional film about the various tourist sites where he filmed while preparing the promotional films, during the ceremony announcing the Ministry of Tourism's partnership with the global network CNN.
Last July, Minister of Tourism Dr. Rania Al-Mashat met the company's founder and officials in the US capital, Washington, to put the final touches on the content of the promotional films.
