Egypt’s Ministry of Tourism has released a new promotional video for its “This is Egypt” campaign, which aims to bring tourists back to Egypt.
The video includes footage of Egypt’s diverse attractions, including historical sites such as the pyramids and Pharaonic temples, in addition to its nightlife.
The ministry had signed a three-year contract with advertising agency J. Walter Thompson worth USD 66 million to promote tourism worldwide and improve Egypt’s image in 27 tourism markets.
Last year, then-Minister of Tourism Hisham Zaazou launched the #ThisIsEgypt campaign along with a promotional video aimed at bringing tourists back to Egypt.
However, the first video was met with mixed reactions, with some pointing out that it was not truly representative of “the real Egypt,” while others said the selection of footage is understandable considering the campaign’s agenda.
“What do you expect them to include in an advertisement about tourism though? Slums and homeless people?” Salma Hamed, 23, said.
“I thought it was a good video until the end,” said 20-year-old Tessa Fodder. “But, do Egyptians need to be reminded what their country is like in order to hashtag to encourage tourism?”
While the first video was geared towards Egyptians and encouraged them to “experience Egypt” and us the #ThisIsEgypt hashtag on social media, the second caters to foreigners Egypt is trying to attract once again.