Egypt's tourism ministry releases 'People To People' promo video focusing on vibrant culture

Ahram Online , Monday 12 Aug 2019

Egypt announced on Monday the launch of a major international promotional campaign showcasing Egyptians as ‘hidden gems’ in new tourism drive.


Egypt’s Minister of Tourism Rania Al-Mashat unveiled the new “People To People” campaign video, curated by Beautiful Destinations, a prominent social media travel hub with more than 20 million followers; with the video published across all Beautiful Destinations channels today.

The campaign video highlights the different experiences Egypt has to offer in gastronomy, culture, and various activities through its people.



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Al-Mashat said, "'People To People' is a campaign that reawakens the power of human-to-human connection. The campaign video highlights the fact that beyond our known destinations, landmarks, and year-round sunshine, Egypt moves, astonishes and awakens the senses of visitors, not only through its places but through its people as well, inviting the people of the world to connect with us and experience Egypt’s dynamic and vibrant culture."

The Egyptians, she added, "are people of pride, passion, peace, progress and productivity.” And, “looking ahead, I genuinely believe the Egyptian people themselves can and will make an enormous contribution to the future success of the tourism sector."

The “People To People” campaign is one of the phases of “Promotion and Marketing”, the third part of the Egypt — Tourism Reform Programme (E—TRP) launched in November 2018. It aims at portraying Egypt not only as a contemporary and prime tourist destination but it also sheds light on the diversity of the Egyptian people.

“People To People” uses modern content ideologies and digital tools to shift tourists’ perceptions and encourage community engagement. “At a time when the rhetoric of global policy is overshadowed by protectionism and trade barriers, tourism acts as a sector that promotes understanding between people as well as peace, connectivity and familiarity between nations", Al-Mashat said.

“This campaign is not only aimed for global travellers but also to create a local moral boost," she stated.


She added that the Ministry of Tourism’s overarching objective is to have at least one individual from each Egyptian household working directly or indirectly in the tourism sector.

"To achieve this objective, we are changing the narrative of Egypt to include immersive experiences, highlight the stories of its people and give travellers a journey of discovery," said Al-Mashat.

Jeremy Jauncey, founder and CEO of Beautiful Destinations, said, “travellers today seek content that inspires them in curating their itineraries through a new wave of storytelling.

“The people of Egypt are amazing, welcoming, proud and eager to show their country," he added.

Working with Al-Mashat to "bring the E—TRP to life has been a huge honour and we are extremely proud to have created the new brand for Egypt's tourism. The launch of the 'People to People' campaign is just the start of Beautiful Destinations' commitment to Egypt and we cannot wait to inspire the world to come and visit," Jauncey stated.

Remi Carlioz, chief creative officer at Beautiful Destinations, said, “this is really a project of passion for us. Obviously, Egypt has the most amazing natural and historical wonders, but what will really make you come to Egypt, and come again, is its people, their warmth, diversity, modernity, joy and creativity. From Cairo to Alexandria, from Aswan to Siwa, from the Red Sea to Luxor, the people of Egypt will never cease to amaze you.”

The partnership between the Egyptian Ministry of Tourism and Beautiful Destinations was announced at ITB Berlin on 7 March 2019; and the pre-launch campaign was launched in May. On 14 July, a meeting took place in Washington DC with the Beautiful Destinations team to finalise the content. 

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