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| Dr. Rania Al Mashat |
Cairo – Eco
– Nariman Yanny : 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.
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 hand.
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 boost.”
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 storytelling.”
“The people of
Egypt are amazing- welcoming, proud and eager to show their country”
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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