Wednesday, 27 May 2026
Egypt’s ‘We Are Egypt’ campaign celebrates tourism and heritage
Egypt’s Minister of Tourism and Antiquities, Sherif Fathy, unveiled today the “Ehna Masr” (We Are Egypt) campaign, a vibrant initiative aimed at showcasing the authentic values and positive behaviors of the Egyptian people while highlighting tourism’s vital role in bolstering the national economy and elevating Egypt’s global image as a premier travel destination.
More than just a promotional effort, “Ehna Masr” is a heartfelt national message celebrating the Egyptian spirit—hospitality, chivalry, and kindness—that creates unforgettable experiences for tourists, encouraging repeat visits. Minister Fathy emphasized that these qualities are key to Egypt’s tourism appeal, rooted in the country’s rich cultural heritage and storied civilization.
The campaign aligns with Egypt’s vision for sustainable development and the “New Republic” initiative, which prioritizes building human capital and fostering national pride. It underscores tourism’s role as an integrated industry that drives economic and social benefits, particularly for communities near tourist and archaeological sites. The Ministry is collaborating with UNESCO and other institutions to engage local communities, raise awareness about tourism’s importance, and protect Egypt’s heritage.
Eng. Ahmed Youssef, Assistant Minister and Acting CEO of the Egyptian General Authority for Tourism Promotion, outlined the campaign’s three core messages:
- “Ehna Masr”: Engaging citizens who interact with tourists to reflect Egypt’s warmth and authenticity.
- “Small Actions, Big Impact”: Highlighting tourism’s economic significance.
- “Everyone is an Ambassador”: Encouraging Egyptians to share positive experiences and promote the country’s unique destinations and offerings.
The campaign will unfold through a 360-degree marketing plan, including TV and radio ads, billboards across Egypt for two months, and digital promotions on social media and official platforms for three months. A promotional video launched during the press conference showcases Egypt’s welcoming nature alongside glimpses of its ancient heritage.
In tandem, the Ministry will organize workshops, seminars, and domestic tourism trips to educate Egyptians about their country’s diverse attractions and encourage internal tourism. Additional campaigns are planned to sustain momentum, ensuring safe, seamless, and enjoyable travel experiences for visitors.
The launch event was attended by key figures, including Dr. Mahmoud Muslim, Head of the Senate’s Culture, Tourism, Antiquities, and Media Committee, and representatives from tourism and antiquities sectors. The campaign reflects Egypt’s commitment to fostering economic security through tourism, preserving its cultural legacy, and empowering citizens as ambassadors of their homeland.
“Ehna Masr” is not just a call to action—it’s a celebration of Egypt’s identity, inviting the world to experience its timeless allure through the warmth of its people.