Sherif Fathy, Minister of Tourism and Antiquities, announced the launch of the "Ehna Masr" (We Are Egypt) tourism awareness campaign, as part of renewing community awareness of the importance of tourism. The campaign aims to highlight the positive values and behaviors of the Egyptian people, especially in their dealings with tourists, and to emphasize the vital role tourism plays in supporting the national economy and enhancing Egypt's image as a leading global tourist destination. He noted that the ministry is working to strengthen the concept of tourism economic security, ensuring the sustainability of resources and generating direct returns for the community.
During the conference, the promotional film for the first phase of the campaign was screened, highlighting the traits of the Egyptian character, including friendliness, warmth, generosity and chivalry, alongside glimpses of Egypt's ancient history and civilization.
In conjunction with the campaign, a series of workshops, seminars and awareness trips targeting various segments of society is scheduled to be held, with the aim of encouraging domestic tourism and introducing Egyptians to the diverse tourism assets their country has to offer.
In his speech, Eng. Ahmed Youssef, Assistant Minister for Strategic Departments and Acting CEO of the Egyptian Tourism Promotion Authority, reviewed the pillars of the new campaign, which aims to improve the tourist experience in Egypt by promoting positive behavior among members of the local community who deal with tourists, noting that citizens are ambassadors for Egyptian tourism.
Youssef explained that the campaign includes three main phases: addressing the groups that deal most with tourists and urging them to act positively, explaining the importance of tourism to the national economy, and encouraging citizens to share positive atmospheres and experiences and to promote distinctive tourist destinations, experiences and products.
He stated that the campaign's advertising plan includes outdoor advertisements in the main streets and squares of various governorates for 8 weeks, as well as television and radio during the most important programs and series for a period of 6 to 8 weeks, in addition to digital promotion on online platforms for 3 months.
Youssef added that the campaign will be accompanied by various activities, including seminars, workshops and awareness visits targeting the local community and relevant institutions, helping to deepen public awareness of the value of tourism and its vital role in supporting the national economy.
Responding to a question from "Travel Yalla News" about the campaign's implementation phases, Sherif Fathy, Minister of Tourism and Antiquities, said that the available resources are being employed in the awareness campaign, noting that all the announced campaign goals will be implemented in the current phase of the campaign, which launches today.
In a related context, Ahmed Youssef, head of the Egyptian Tourism Promotion Authority, explained that setting the campaign's duration at two months for outdoor, television and radio advertising, and three months on social media platforms, was based on a scientific study in the field of media campaigns, as extending a campaign's duration negatively affects viewership rates, which gradually decline. He noted that more than one film, in different cuts, will be shown during the campaign.
