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Minister of Tourism and Antiquities Sherif Fathy has launched “We Are Egypt” campaign that aims to improve tourists’ experiences through promoting positive behavior from local communities.
The minister, addressing a press conference on Sunday, August 17, 2025, said, the campaign seeks to raise citizens’ awareness of the direct economic impact of tourism through positive engagement with visitors.
The campaign highlights the importance of citizens acting as ambassadors for Egyptian tourism, Fathy said.
He voiced gratitude to the Egyptian Tourism Authority (ETA) and all those involved in the initiative that highlights Egyptians’ values of generosity, hospitality and compassion.
For his part, Assistant Tourism Minister for Strategic Affairs and Acting CEO of the ETA Ahmed Youssef said, the campaign will be rolled out through several phases.
It will focus on encouraging citizens who interact with tourists to behave positively, share uplifting experiences, and promote Egypt’s destinations, unique tourism products, and cultural offerings, Youssef said.
A key element of the “We Are Egypt” campaign is to strengthen the image of Egypt as a warm and friendly country. The campaign will emphasize the country’s rich history, diverse culture, and unique heritage, but it will also highlight the modern developments taking place in Egypt’s cities, infrastructure, and tourism industry. The message is clear: Egypt is a dynamic destination that blends ancient wonders with modern luxuries, offering something for everyone.
By involving local communities in tourism promotion and focusing on the quality of visitor experiences, the campaign aims to make Egypt a go-to destination for travelers looking for culture, history, adventure, and relaxation. Furthermore, by ensuring that local citizens feel personally invested in tourism, the campaign hopes to create a sense of pride and ownership that will drive Egypt’s long-term success in the global tourism market.
The launch of the “We Are Egypt” campaign marks just the beginning of a more extensive and long-term tourism strategy. The initiative will serve as a catalyst for future growth, aligning with the country’s broader vision to improve infrastructure, increase investment, and foster international partnerships. Egypt’s Ministry of Tourism and Antiquities is committed to continuous improvement and innovation to maintain the country’s competitive edge in the global tourism industry.
Through this campaign, the government seeks to transform Egypt into a leading destination in the Middle East and North Africa (MENA) region. With increased global interest in Egyptian culture, heritage, and luxury travel, the country is poised to see a significant boost in tourism, benefitting not only the economy but also enhancing the cultural exchange and understanding between Egypt and the world.
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