The move follows directives from Tourism and Antiquities
Minister Sherif Fathy to increase reliance on digital marketing tools and
specialized international online platforms for tourism promotion. This strategy
aims for high effectiveness in reaching various segments of tourists across
different markets, ensuring a direct and rapid impact while highlighting
Egypt's unique tourism components, diverse products, and rich array of
experiences.
Engineer Ahmed Youssef, Assistant Minister of Tourism and
Antiquities for Strategic Departments and Acting CEO of the ETPA, stated that
the campaign is part of a comprehensive plan to boost tourist arrivals from the
Arab market to Egypt during the 2025-2026 fiscal year. This will be achieved by
enhancing Egypt's digital presence on specialized international tourism and
travel platforms and showcasing a modern and attractive image that reflects the
country's richness and continuous development.
He noted that the promotional content will highlight a wide
range of tourism products and styles catering to the interests of Arab
tourists. This includes those interested in relaxing on picturesque beaches,
adventure and water sports enthusiasts, and those seeking cultural, historical,
entertainment, and shopping experiences. The campaign will also spotlight new
destinations such as New Alamein City, which has emerged as a promising
destination due to its urban and tourism development, making it capable of
hosting tourists from various nationalities.
He emphasized that the ETPA is pursuing an ambitious plan to
broaden its tourist base from the Arab market through smart promotional tools.
These tools are designed to reach target audiences and boost occupancy rates in
hotels and tourist resorts, thereby contributing to national economic support
and increasing tourism sector revenue.
Suzan Moustafa, Director General of Tourism Promotion at the
ETPA, added that the campaign includes an integrated media plan. This
encompasses video advertisements on YouTube, ad campaigns via Google Search,
promotional content in both Arabic and English, smart Out-Of-Home (OOH)
advertisements in cinemas and shopping malls across Arab countries, and
intensive promotional waves during peak periods such as official holidays and
Eid.
She stated that the campaign aims to achieve over 500,000 tourism bookings and attract at least one million travelers from the Arab market to Egypt. The focus will be on delivering content that meets the aspirations of Arab tourists for a blend of culture, entertainment, and a comprehensive experience.