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#Discover_Egypt Explores Egypt’s Overlooked Beauty, Tackles Social Issues

January 5, 2016
Omar Samra, journalists from AMAY and other public figures at the summit of Mount St Catherine. Credit: Lumina Productions

Tourism in Egypt has for long contributed greatly to the country’s GDP with revenues amounting to $US 12.5 billion at its highest in 2010. However, the tourism industry -being one of the most sensitive sectors- has been influenced greatly in the recent years by political turmoil, taking a deep plunge to its lowest at $US 5.9 billion in 2013. As the state continues to battle various forms of “terrorism”, the industry’s revenue continues to waver. Hoping to reduce the impact of political unrest and how the mainstream media covers it, several awareness campaigns have been launched over the years, reminding Egyptian and foreign travelers alike of the diverse beauty Egypt has to offer. Nonetheless, such campaigns remain solely reliant on social media and billboards, often overlooking the importance of executing such calls on the ground. “In Egypt, we are famous for spending millions on campaigns that don’t relate to reality. It’s not entirely valid because you can’t create a brand or send a message when there is no reflection on the ground,” says Omar Samra, Egyptian adventurer, mountaineer and founder of the adventure travel agency Wild Guanabana. Moving beyond words and void advertisement, Al-Masry Al-Youm newspaper (AMAY) launched the #Discover_Egypt campaign in…


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