EGYPT: Egypt Tourist Authority Attracts Arab Travellers

The Egypt Tourism Authority, ETA, has unveiled a new campaign entitled “This is Egypt” (#thisisegypt), to launch a major regional campaign to drive growth in the tourism sector. In a change from previous ETA campaigns, #thisisegypt will be digitally-led, focusing on peer-to-peer advocacy and underpinned by digital media spend, whilst traditional advertising methods will form a secondary promotional level.


Targeting the Arab traveller from the Middle East region, the campaign will harness the power of digital media in a region where internet penetration is 5.8 per cent higher, at 48.1 per cent, than the world average and social media sites, such as Facebook, play a significant role in 88 per cent of internet users’ daily lives.


“The #thisisegypt campaign is a powerful movement which we know will resonate with the wider region as it was created initially by the Egyptian people themselves,” said Egypt’s Minister of Tourism, Hisham Zaazou. “We are at a pivotal point in terms of tourism development in the country and the new campaign and branding demonstrates our commitment in attracting travellers from our sister Arab countries to discover our beautiful country.

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The campaign focuses on personalising the Egyptian experience by encouraging the wider Arab audience to consider the variety of holiday which can be enjoyed in Egypt from a vibrant city break in Alexandria or Cairo to luxury beach getaway in Hurghada or Sharm Al Shaikh. The campaign will highlight past-times which particularly resonate with an Arabic audience from shopping and dining to enjoying luxury accommodation and exciting nightlife.


The campaign will highlight Egypt’s touristic destinations into four main geographic attractions: the Nile Valley, the Red Sea Riviera, the White Mediterranean and the Western Desert. The four destinations will be promoted across different audiences and seasons based on each of the targeted markets’ unique attraction points.


The hashtag, #thisisegypt, originally began as a grass-roots movement developed by Egyptians, but now will be adopted and refined by the ETA to boost tourism by portraying an experiential and authentic image of the country to the world.
The three-year campaign will focus on attracting and engaging diverse audiences, with a focus on millennials who are driven by personal experience, passion and adventure.

Recent studies have shown that millennials take a higher number of trips annually compared to other age groups, driven by the aforementioned factors. Millennials also have the highest level of influence in their respective communities, which indirectly affects the travel decisions of their peers — upon which this campaign heavily relies.


EGYPT: Egypt's Tourism Or Repressive State Trying To Rebrand Itself

Tourism in Egypt is struggling after years of unrest.

The tourism minister announced a social media campaign to showcase Egypt but it backfired.

Tourism has long been a huge part of Egypt's economy. And that is a problem as tourists are being driven away by a string of violent events there. Just weeks ago, a Russian passenger jet carrying tourists crashed in the Sinai. Russia blames a terrorist bomb.

That followed another attack - Egyptian airstrikes aimed at militants mistakenly struck and killed Mexican tourists. Now Egypt's tourism minister has started a social media campaign to show a much more charming version of Egypt.

With a campaign hashtag, #ThisIsEgypt, it has itself been hijacked by opponents of the government.

The tourism minister Hisham Zaazou announced it last week. Egypt's spending about $66 million on advertising and global marketing to bring tourists back because this country needs them for their economy. So he announced this hashtag.

Egypt has beautiful scenes of Egypt's landscape - the sea, the temples - people having fun in a really beautiful place.

Government asks people to go take pictures of Egypt, post them with the hashtag #ThisIsEgypt and show the world the Egypt that they see. Which, obviously, people did, but also there are other postings.

In many ways, it's really backfiring. There are those that are posting about beautiful Egypt, and then there's a lot of people who are choosing to use it to show a repressive state.

Some Egyptians say government deceives people by showing an Egypt that does not really exist. They say the people in jail unjustly and what was happening to them. This is an Egypt of injustice, not an Egypt of beauty.

Some Egyptians say government is whitewashing a country that jails journalists and critics of the state. One of those photojournalists, Mahmoud Abu Zeid, has been in jail for more than 850 days. And then there are thousands upon thousands of political prisoners who are jailed for things as simple as wearing a critical T-shirt.

And then there's also a lot of reports of heavy abuse inside the prison system with the police here in Egypt.

Now a parliament has been elected. And it's supposed to meet at the end of the month,it was held by the government as the last step to put Egypt back on the path to democracy. But this election was held in an atmosphere where dissent really isn't tolerated; where there is no real opposition that exists in the political sphere. And turnout was really low. And so many Egyptians don't know if this will really change things.

It sounds like this campaign to sell Egypt to the world has really taken on a political form that was not expected or intended by the government.

Egypt was hoping to have people be attracted to the beautiful places you can visit here. But people are saying, you need to fix the product first. You need to fix the problems in this country, and then it will be easier to sell Egypt to the world.