Cairo - Egypt
In a step that redefines the role of the local community in the tourism industry, the Ministry of Tourism and Antiquities, represented by the Egyptian General Authority for Tourism Promotion, launched the second edition of the “We Are Egypt” campaign, which aims to highlight the authentic values and positive behaviors of the Egyptian people in their dealings with tourists, while emphasizing the vital role of tourism in supporting the national economy.

Every citizen is an ambassador for his country

The new campaign comes as a continuation of the first version, which was implemented in three phases during the period from August to October 2025. The first phase focused on addressing groups that deal directly with tourists, while the second addressed the importance of tourism to the economy, and the third aimed to urge citizens to share positive attitudes and promote distinguished tourist destinations.

Minister of Tourism: The tourist is living a human and cultural experience

In a statement, Sherif Fathi, Minister of Tourism and Antiquities, explained that the launch of the second version of the campaign comes within the framework of the ministry’s ongoing efforts to improve the tourism experience in Egypt, indicating that the campaign seeks to shed light on the good reception and hospitality that distinguishes the Egyptian people, which contributes to leaving a positive impression on the tourist and motivates him to share his experience with his family and community. The Minister stressed that the tourist does not only live a tourist experience, but also lives a human and cultural experience during which he interacts with Egyptian society.

Comprehensive media campaign and digital influencers

Suzan Mustafa, Head of the Central Department of Tourism Marketing at the Authority, explained that the new version was launched through newspapers, magazines and digital platforms directed to the Egyptian public, with the publication of articles and videos for the campaign, as well as coordination with a group of influencers and digital content makers to promote it, as tourism programs dedicated to them will be organized in accordance with the objectives of the campaign. The Authority continues to implement tourism awareness activities and programs in various governorates to enhance citizens’ knowledge of tourism and archaeological components and to consolidate awareness of the importance of tourism and its role in supporting the economy.

An opportunity for Arab tourists and investors

For the Arab tourist, this campaign carries a message of reassurance that his visit to Egypt will not be limited to seeing antiquities and landmarks, but rather will be accompanied by a unique human experience during which he will experience the morals of the Egyptian people and their hospitality, which will turn his trip into an unforgettable memory. As for the Arab investor, enhancing tourism awareness and improving the image of the Egyptian destination contributes to raising the competitiveness of the sector and increasing the number of tourists, which creates an attractive environment for investment in the sectors of hospitality, hotels, and related tourism services, especially with the Authority’s continued efforts to implement awareness activities that benefited about 38,000 citizens during the period from January 2025 to June 2026.