Egypt showcases its people as ‘hidden gems’ in new international tourism drive



Mon, 12 Aug 2019 - 01:02 GMT


Mon, 12 Aug 2019 - 01:02 GMT

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

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

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

Egypt’s Minister of Tourism Dr. Rania Al Mashat unveiled the new “PeopleToPeople” campaign video, curated by Beautiful Destinations, the leading social media travel hub with more than 20 million followers; with the video published across all Beautiful Destinations channels on August 12, 2019.

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

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Beyond our destinations and beyond our landmarks, #Egypt moves, astonishes and awakens the senses of visitors, through its people. #PeopleToPeople is a campaign from our nation that invites the global community to connect human-to-human and experience Egypt’s dynamic, vibrant, and authentic culture. It is a timeless celebration of the Egyptian People. We are People of Pride, Passion, Peace, Progress and Productivity. Together, let us show the world how our various destinations can transform travelers' experiences through connection, personalization and authenticity. From the people of #Egypt to the people of the world, #EidMubarak. @ExperienceEgypt @BeautifulDestinations عندما تأتي الى #مصر لن تفتن فقط بمعالمها وأماكنها الأثرية والسياحية المتفردة، ولكن سيترك شعبها لديك انطباعاً خاصاً. ان زيارة مصر تثري تجربة السائح من خلال تعرفه على الشعب المصري بثقافته الغنية التي تختلف من مكان لآخر ....فكل ركن من اركانها يتسم بالتنوع والخصوصية. نحن ندعو العالم من خلال حملة PeopleToPeople لتعزيز قيم التواصل الإنساني والاحتفاء بالثقافة المصرية الأصيلة النابضة بالحياة. انها حملة للاحتفال بالشعب المصري المحب للسلام والمليء بالشغف والفخر والذي يسعى دائما للتقدم. من الشعب المصري الى شعوب العالم.... عيد اضحى مبارك

A post shared by Rania A. Al-Mashat (@raniaalmashat) on

Dr. Al Mashat said: “PeopleToPeople” 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”.

She added:” Egyptian people are people of pride, passion, peace, progress and
productivity.” And “Looking ahead I believe genuinely that the Egyptian people
themselves can and will make an enormous contribution to the future success of
the tourism sector”.

The campaign “PeopleToPeople” is part of pillar number 3 “Promotion &
Marketing” of the Egypt — Tourism Reform Program (E—TRP) launched November
2018. It aims at portraying Egypt not only as a contemporary and prime touristic
destination but also sheds light on the diversity of the Egyptian people .

“PeopleToPeople” uses modern content ideologies and digital tools to shift tourists’
perception on one hand and encourage community engagement, on the other

Egypt’s Minister of Tourism Dr. Rania Al Mashat said : “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 .”

“This campaign is not only aimed for global travelers but also to create a local moral

She stated “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 and to achieve this objective, we are changing the narrative of Egypt
to include immersive experiences, highlight the stories of its people and give
travelers a journey of discovery”.

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

“The people of Egypt are amazing- welcoming, proud and eager to show their

He added : “Working with H.E. Dr. Rania Al Mashat to bring the Egypt — Tourism
Reform Program to life has been a huge honour and we are extremely proud to
have created the new brand for Egypt 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”.

Remi Carlioz, Chief Creative Officer at Beautiful Destinations, said: “This is really a
passion project 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 of the Egyptian Ministry of Tourism with Beautiful Destinations
was announced at ITB Berlin on March 7th 2019; and the teaser campaign was
launched in May 2019. On July 14th, 2019, a meeting took place in Washington D.C.
with the Beautiful Destinations team to finalize the content.



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