Egypt Tourist Authority launches digital campaign

#thisisegypt set to be first digitally-led, dedicated Arabic campaign from the tourist board.

The Egypt Tourism Authority (ETA) has unveiled a new campaign titled 'This is Egypt' (#thisisegypt), to drive growth in the tourism sector by targeting the Arabic traveller from the Middle East region.

#thisisegypt will be a digitally-led, three-year campaign, focusing on peer-to-peer advocacy.

Internet penetration in this region is 5.8% higher than the world average, at 48.1%, and social media sites such as Facebook play a significant role in 88% of internet user’s daily lives, according to ETA.

Egypt Minister of Tourism Hisham Zaazou said the online campaign is a powerful movement which will resonate with the wider region as it was created initially by the Egyptian people themselves.

He added that the branding demonstrates a commitment in attracting travellers from sister Arab countries.

The campaign will highlight four main Egyptian attractions: the Nile Valley, the Red Sea Riviera, the White Mediterranean and the Western Desert.

ETA aims to draw attention to past-times to resonate with an Arabic audience, as well as shopping, dining, luxury accommodation and nightlife.

Traditional advertising methods will remain in a secondary promotional level.