Minister of Tourism and Antiquities, Sherif Fathy launched the tourism promotion campaign “We Are Egypt” on Sunday.

It aims to improve the tourist experience by encouraging positive behavior towards tourists from locals, and seeks to raise public awareness about the direct economic benefits of tourism and the importance of citizens acting as ambassadors for Egyptian tourism.

Within four years Egypt could rank first globally in terms of tourism diversity, the minister noted.

He referred to indicators showing a continuous increase in tourist arrivals compared to last year, with the goal of reaching 30 million tourists.

He also explained that the various road and electric train projects underway, which are expected to be completed in the near future, will significantly contribute to the promotion of many Egyptian tourist areas.

The Acting CEO of the Egyptian Tourism Promotion Authority, Ahmed Youssef, explained that the “We Are Egypt” campaign consists of three phases.

The first phase focuses on addressing and encouraging positive behavior among locals who interact with tourists.

The second phase will highlight the importance of tourism to the Egyptian economy, and the last phase will encourage citizens to share positive experiences and promote unique tourist destinations.

He added that the campaign’s advertising plan will include outdoor ads in major streets and squares across various governorates for eight weeks, alongside radio and television ads during key programs and shows for six to eight weeks.

Additionally, there will be a three-month digital advertising campaign.

Edited translation from Al-Masry Al-Youm