Digital and static advertisements for Egypt's tourist destinations at Madrid Airport and on the Spanish capital's most famous streets and squares
Images of Egyptian tourism assets on public transport buses in Madrid and Barcelona
Coinciding with Egypt's participation in the FITUR 2026 international tourism exhibition, which opened today in the Spanish capital Madrid and runs until 25 January, the Egyptian Tourism Promotion Authority launched a major promotional advertising campaign under the slogan "Unmatched Diversity" in the Spanish market, to introduce the diversity of products offered by the Egyptian destination. The campaign runs for two weeks.
Sherif Fathy, Minister of Tourism and Antiquities, explained that launching this promotional advertising campaign comes in light of the ministry's strategy aimed at strengthening Egypt's presence in various tourism markets, especially the main European markets, foremost among them the Spanish market, as one of the important markets for the Egyptian destination. He pointed out that the choice of campaign locations, whether at Madrid International Airport or on the most famous streets and squares of the Spanish capital, in addition to public transport buses in Madrid and Barcelona, aims to achieve the highest rates of reach and direct impact on the Spanish public and to strengthen the positive image of the Egyptian destination.
Fathy stressed that the ministry will continue implementing innovative promotional campaigns relying on modern marketing tools and keeping pace with global changes in the tourism industry, strengthening the competitiveness of the Egyptian destination and translating Egypt's unique tourism potential into real growth indicators on the ground.
For his part, Dr. Ahmed Youssef, CEO of the Egyptian Tourism Promotion Authority, explained that this campaign aims to promote the Egyptian destination and the unique tourism experiences it offers, by highlighting its unique assets and its many products and destinations, ranging from archaeological sites to resorts and stunning beaches, as well as shedding light on the leisure activities tourists can enjoy during their visit.
He noted that the campaign also comes as part of strengthening Egypt's participation in FITUR, helping consolidate Egypt's position as a favourite destination for Spanish tourists and stimulating inbound tourism from the European market, especially Spain.
In a related context, Suzan Mostafa, head of the Central Department for Tourism Marketing at the Egyptian Tourism Promotion Authority, said this promotional campaign includes a diverse package of digital and static advertisements on one of Madrid's most famous streets, "Alcalá 101", as well as inside Madrid International Airport through attractive visual content on digital screens and baggage panels in the airport's main halls, in addition to advertisements on 30 buses travelling the main streets of Madrid and Barcelona.
She added that, to strengthen Egypt's presence at FITUR, the campaign included promotional materials inside the exhibition at the IFEMA fairgrounds, including a 10-second promotional video on the giant main screen at the south entrance, another 10-second promotional video on the screens at the two exhibitor registration entrances (north and south), and a third 10-second video shown on two four-sided columns at the entrance to the exhibition halls, as well as a static advertisement on a 3-metre-high elevator opposite the archaeological replicas museum set up by the ministry on the sidelines of its participation in the exhibition.
Hind Radwan, the Spanish market officer at the Egyptian Tourism Promotion Authority, explained that the authority is currently carrying out a number of promotional activities in the Spanish market, including joint advertising campaigns with leading Spanish tour operators Avoris and Sama Travel, and it has also been agreed to run a joint advertising campaign with Spanish tour operator El Corte Inglés.
This is in addition to the tourism roadshow the authority carried out in cooperation with tour operator Avoris last December in five Spanish cities, along with professional advertisements and fam trips for travel agents in the Spanish market to get to know the tourism diversity and richness of the Egyptian destination.
