Egypt launches 2nd phase of E7na Masr tourism campaign

Egypt’s Ministry of Tourism and Antiquities has rolled out the second phase of its promotional campaign E7na Masr (We Are Egypt) under the slogan “Simple actions can make a big difference”, the Cabinet said on Wednesday.

The campaign aims to highlight tourism’s role in the economy while promoting positive behaviours and values that enhance Egypt’s appeal as a global destination. The first phase, launched in August, encouraged citizens to show hospitality to visitors, while the new phase underscores the sector’s contribution to jobs and related industries.

Tourism Minister Sherif Fathy said the initiative seeks to instil pride in national identity and position every Egyptian as “an ambassador” for their country. Officials added that the campaign’s core message is that small actions can shape a tourist’s experience and encourage repeat visits.

The campaign is being aired on 12 TV channels, radio stations, outdoor billboards and social media, as part of a wider strategy to strengthen the sector under Egypt’s Vision 2030.

Attribution: Amwal Al Ghad English

Subediting: Y.Yasser