The campaign kicked off during the Tottenham and Brighton match held two days ago and will last until 13 November.

Amr El-Kady, CEO of the Egyptian Tourism Authority, said that the campaign will insert ads about the country’s tourist destinations inside the stadiums during matches as well as broadcast them on sports TV channels like BT Sports and Sky Sports.

Among the destinations being promoted is the Red Sea resort city of Sharm El-Sheikh, which is set to host the UN Climate Change Conference (COP27) this November.

“This campaign will not only attract the Britons but all viewers of the Premier League all over the world,” asserted El-Kady.

This promotion comes on the heals of the Follow the Sun campaign launched in March 2022 to attract tourists during the winter season.

The social media campaign targets audiences in the UK, Germany, Italy, France and the US to make up for the loss of Ukrainian and Russian tourists as a result of the war in Ukraine. Prior to the war, both countries were a major source of tourists to Egypt.

The campaign highlights Egypt’s tourist destinations, its distinguished and diverse touristic products and archaeological treasures, its young and vibrant identity. It shows Egypt as an attractive destination, with many tourists deciding to stay longer or revisit the country.

Two weeks after its launch, the campaign proved a success by reaching 130 million viewers all over the world and a 102 percent increase in online searches for Egyptian tourist destinations on Google compared to the same period in 2021.