In search of a compensatory flow of tourists to replace the Russian and Ukrainian ones that were lost to Egypt after the February events, the local Ministry of Tourism and Antiquities launched an advertising campaign during the matches of the English Premier League in the hope of getting the British tourist market and tourists from other European countries.
Amr El-Qadi, Director General of the Egyptian Tourism Authority, explained that it was about advertising the country's tourist destinations and products in stadiums during matches, as well as broadcasting them on sports TV channels such as BT Sports and Sky Sports. It was specified that it will last until November 13. According to Ahram, the campaign to promote Egypt as a world resort kicked off during the Tottenham v Brighton match on October 8.
Among the promoted destinations is the Red Sea resort town of Sharm el-Sheikh, which will host the United Nations Climate Change Conference (COP27) in November.
“This campaign will not only attract Britons, but all Premier League viewers around the world,” said El-Kadi. This promotion is part of the “Follow the Sun” campaign launched in March 2022 to attract tourists during the winter season.
The social media campaign targets audiences from the UK, Germany, Italy, France and the US to compensate for the loss of Ukrainian and Russian tourists as a result of the events in Ukraine. Until February 2022, both countries were Egypt's main source of holidaymakers.
The campaign highlights Egypt's tourist destinations, its outstanding and diverse tourism products and archaeological treasures, and its youthful and vibrant identity. This shows Egypt as an attractive destination, and many tourists decide to stay longer or return to the country of the pharaohs and pyramids again.
After two weeks, it became clear that the program was a success: the campaign reached 130 million viewers worldwide and increased the number of online searches for Egyptian tourist destinations on Google by 102% compared to the same period in 2021.
Earlier, Turprom wrote that “Egypt announced that plans to introduce Mir cards were frozen.”
For those who value a healthy lifestyle, we recommend reading: “The Russians were called foods that cannot be frozen.