Wednesday, 27 May 2026
Egypt launches third phase of We Are Egypt tourism campaign
The Ministry of Tourism and Antiquities, represented by the Egyptian General Authority for Tourism Promotion, launched the third phase of the "We Are Egypt" campaign today under the slogan "You Are an Ambassador for Your Country." The campaign will run for a full month.
This phase builds on the first and second phases launched in August and September, aiming to highlight the authentic values and positive behaviors of the Egyptian people, particularly in their interactions with tourists. It also emphasizes the pivotal role of tourism in supporting the national economy and reinforcing Egypt’s position as a leading global tourism destination.
Minister of Tourism and Antiquities, Sherif Fathy, stated that the "We Are Egypt" campaign seeks to foster a societal culture rooted in pride in Egyptian identity and hospitality toward visitors.
This initiative aims to make every Egyptian an ambassador for their country, enhancing the tourist experience and strengthening Egypt’s image as a top global tourism destination. He noted that the positive values of Egyptian society are a key component of the tourism experience and one of the main attractions for visitors to Egypt.
Eng. Ahmed Youssef, Assistant Minister for Strategic Management and Acting CEO of the Egyptian General Authority for Tourism Promotion, explained that the campaign is being broadcast across 12 television channels and several radio stations. Additionally, advertisements are displayed in major squares, streets, and metro stations, with a strong presence on the Ministry and Authority’s social media platforms.
Ms. Suzan Mostafa, Director General of Tourism Promotion at the Authority, highlighted that the first phase, launched in August under the "We Are Egypt" slogan, focused on encouraging citizens who directly interact with tourists to display behaviors reflecting Egyptian hospitality. The second phase, launched in September under the slogan "Simple Actions Can Make a Big Difference," emphasized tourism’s role as a cornerstone of the national economy, showcasing its positive impact on supply chains and related sectors.