The Egyptian Tourism Authority organised 271 awareness trips and more than 1,000 seminars between January 2025 and June 2026
The Ministry of Tourism and Antiquities, represented by the Egyptian Tourism Authority (ETA), has intensified efforts to raise tourism awareness across Egypt, reaching approximately 38,000 citizens through educational trips and seminars between January 2025 and June 2026.
The initiatives aim to highlight tourism’s importance to the Egyptian economy, encourage positive engagement with visitors, and strengthen public awareness of the country’s tourism, archaeological, and cultural assets.
During the period, the ETA organised 271 educational and awareness trips through its domestic tourism information offices nationwide, benefiting around 8,000 citizens. It also held more than 1,000 awareness seminars reaching approximately 30,000 participants from targeted groups.
The activities introduced participants to different forms of tourism, Egypt’s diverse destinations and archaeological attractions, and appropriate ways of interacting with tourists.
As part of the wider programme, the authority launched its “Ehna Masr” awareness campaign between August and October 2025. The campaign promoted positive behaviour towards visitors and highlighted tourism’s contribution to the national economy and Egypt’s position as a global tourism destination.
The campaign was broadcast across 12 television channels and several radio stations and was promoted through outdoor advertising, including billboards and metro stations, as well as the ETA’s social media platforms.
It was implemented in three phases. The first targeted people who interact directly with tourists and encouraged positive engagement, while the second focused on tourism’s economic importance. The final phase encouraged Egyptians to share positive experiences and promote the country’s destinations and tourism products.
The ETA also partnered with influencers and digital content creators to expand the campaign’s reach and communicate its messages to different audience segments.
Focus on students and young people
The authority has placed particular emphasis on children and young people as part of its efforts to connect tourism awareness with national identity and cultural heritage.
In cooperation with the Ministry of Education, it launched the first season of the “Tourism Ambassador” competition under the theme “Show Them Egypt Through Your Eyes.”
The month-long competition involved students from different educational stages and sought to increase their knowledge of Egypt’s tourism and archaeological assets. Winners are scheduled to receive a tourism trip to Hurghada during the second half of August 2026, provided by the Ministry of Tourism and Antiquities through the ETA.
The authority has also cooperated with Nahdet Misr Publishing House to produce cultural and educational publications aimed at strengthening tourism awareness among young people. The partnership included a storytelling workshop at the Children’s Pavilion during the Cairo International Book Fair in January 2026.
In Alexandria, the ETA supported the “Our Alexandrian Identity” initiative, which organises regular field visits to archaeological sites and landmarks to strengthen young people’s connection with the city’s heritage.
The authority is also supporting the initiative’s third season, which began in July 2026 and will continue until June 2027, as well as the “Future Leaders” initiative in cooperation with Alexandria University’s Faculty of Tourism and Hotels.
Other initiatives supported by the authority include “Descendants of Egyptian Civilization,” “Ahl Masr,” “Sham El Nessim – Deh Ehna,” and “Culture of My Country,” alongside programmes promoting sustainable tourism and Egyptian cultural heritage.
Among these is “Egypt Speaks Green,” which focuses on sustainable tourism awareness, as well as the fourth season of “Tablia Masr,” launched by the National Museum of Egyptian Civilization to highlight traditional Egyptian food as part of the country’s intangible cultural heritage and tourism experience.
Tourism awareness supports sector growth
Ahmed Youssef, CEO of the Egyptian Tourism Authority, said raising tourism awareness represents an important pillar in strengthening citizens’ understanding of the sector and the tourism and archaeological assets Egypt possesses.
He said the authority is seeking to reach different segments of society, particularly children and young people, through programmes that allow them to experience Egypt’s tourism and heritage assets firsthand.
Youssef added that tourism awareness goes beyond explaining the sector’s economic contribution, as it also seeks to deepen younger generations’ connection to Egypt’s heritage and identity while promoting positive behaviour towards visitors.
Greater public awareness, he said, is an important element in supporting the state’s efforts to develop the tourism sector and maximise the value of Egypt’s tourism assets.
The ETA said it will continue implementing awareness programmes nationwide in cooperation with ministries and other government entities through seminars, competitions, workshops, educational trips, and cultural initiatives.
The Ministry and the authority also called on Egyptians to act as ambassadors for their country by welcoming tourists, engaging positively with visitors, and promoting Egypt’s destinations, experiences, and hospitality.
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