According to Susanna Mustafa, Director General of the Tourism Promotion Department, this campaign “includes a comprehensive plan with Arabic and English content, advertising in cinemas, malls, and social networks, with a special focus on festive and holiday periods to maximize its impact.” Meanwhile, Ahmed Youssef, Acting Director of the Egyptian Tourism Development Authority, highlighted the objective of positioning both traditional and innovative destinations, driving more than 500,000 bookings and attracting at least one million Arab tourists.
This policy, led by Tourism Minister Sherif Fathy, aligns with the broader vision of strengthening Egypt’s digital presence and establishing the Arab market as one of the strategic pillars for the country’s tourism growth. The campaign is part of Egypt’s ongoing efforts following record-breaking achievements: during the first half of 2025, the country registered 8.7 million visitors—a 24% increase compared to the same period the previous year.
Tourism remains one of the most significant sectors of the Egyptian economy. In 2024, Egypt achieved a historic record with 15.7 million tourists—surpassing the 14.9 million of 2023—and tourism revenues estimated at $14 billion. The national plan aims to attract up to 30 million tourists by 2028, promoting major projects such as the Grand Egyptian Museum and improving tourism infrastructure. In this context, the Arab market is a top priority, with a particular focus on countries like Saudi Arabia, the United Arab Emirates, Kuwait, and Jordan.
The campaign's digital outreach is broad and modern. It is built on a data-driven marketing strategy targeting key segments of the Arab market through digital platforms such as YouTube and Google, advertising in airports, cinemas, and shopping malls, and bilingual content that highlights various tourism products: coastal getaways, water sports, cultural heritage, shopping, cuisine, and entertainment.
New Alamein City stands out as an emblematic project, envisioned as a cutting-edge destination thanks to its state-of-the-art infrastructure, while Islamic Cairo—with the restoration of monuments such as the Yahya al‑Shabih Dome, inaugurated on July 8, 2025—emerges as a revitalized attraction.
The digital campaign is expected to run for approximately 11 months, until June 2026, aiming for sustained visibility during key moments in the Arab calendar, including holidays and peak travel seasons. By generating over 500,000 bookings and attracting more than one million visitors, Egypt seeks to expand its tourism value proposition and diversify its sources of income.
This digital strategy represents a vital step toward consolidating Arab tourism to Egypt, a goal closely linked to post-pandemic recovery and the rollout of a brand that emphasizes ancient culture, beaches, urban development, and family-friendly offerings. Strong early results are already evident in the record 8.7 million visitors during the first half of 2025, and Egypt is determined to reach even greater heights. The use of advanced digital technologies, bilingual content, and multichannel campaigns underscores the country’s firm commitment to reposition itself as a regional leader in the Arab tourism market and to advance steadily toward its ambitious 2028 goals.
This initiative, aligned with the national strategic vision “Egypt Vision 2030,” not only strengthens the sector’s competitiveness but also helps stimulate the local economy and project a renewed, modern image of a country with an ancient heritage and a promising future.
