By Akram Medhat
Minister of Tourism Dr. Rania Al-Mashat witnessed, at the Egyptian pavilion at ITB Berlin, the signing of a partnership protocol between the Egyptian Tourism Promotion Authority and the global company Beautiful Destinations to cooperate in implementing some aspects of Egypt's international promotional campaign on social media.
The protocol includes preparing the strategy that will be used to prepare and film promotional content to market Egypt globally, in addition to producing more than 40 new pieces of promotional and marketing content for various tourist areas in Egypt.
The protocol was signed by Ahmed Youssef, head of the Egyptian Tourism Promotion Authority, and Jeremy Jauncey, the company's founder, who is one of the most important social media bloggers and influencers specializing in tourism and travel around the world.
Dr. Rania Al-Mashat stressed the importance of this partnership in modernizing Egypt's tourism promotion mechanisms, noting that traditional promotion methods have become less effective than before, and that social media and digital marketing now strongly influence travel decisions, especially among young people.
She added that this partnership came after intensive sessions with the company, during which she gave a detailed presentation of the ministry's objectives in light of the elements of the new promotion pillar, to present Egypt in a developed and modern image and shed light on tourist areas unknown to tourists. Beautiful Destinations specializes in tourism promotion using modern and non-traditional marketing mechanisms through the important online platforms that have become the language of the age, reflecting the ministry's desire to keep pace with successive global changes in promotion and marketing.
For his part, Jeremy Jauncey explained that tourists' interests have changed, noting that the company has a long track record in promotion and creating brands for many tourist destinations, in the United States, Abu Dhabi in the UAE, the Philippines and Jamaica, in addition to working with many global airlines and hotels to develop their promotional strategies.
He added that his company is one of the largest companies worldwide specializing in tourism promotion through digital platforms and social media, with more than 20 million followers from 180 countries around the world on its various platforms.
Jeremy said his company believes in the importance of tourism as a driver of countries' economic development and is committed to applying sustainable tourism concepts.
He noted that the company has developed its promotional strategy for Egypt in light of the main pillars of the Ministry of Tourism's campaign, namely the "People 2 People" concept, promoting the opening of the Grand Egyptian Museum, GEM 2020, and promoting each tourist attraction separately (Branding by Destination).
He continued that the promotional content the company will produce is innovative and does not rely on images alone but is accompanied by the story of the place, which attracts millions of followers of the company's accounts across various platforms, who are guided by what they see in making travel decisions, on Instagram, Facebook, Snapchat, YouTube and China's Weibo.
