Egypt’s Ministry of Tourism announces Partnerships with Beautiful Destinations, CNN, Ctrip, Discovery, Expedia Group and Isobar

CAIRO - 10 September 2019: Egypt’s Ministry of Tourism announces International Marketing and Promotion Partnerships with Beautiful Destinations, CNN, Ctrip, Discovery, Expedia Group and Isobar

Dr. Rania Al-Mashat, Minister of Tourism, announced yesterday details of the Ministry's International Marketing and Promotion Partnerships with major international marketing, branding and media companies namely Beautiful Destinations, CNN, China’s Ctrip, Discovery, Expedia Group and Isobar.

Across an innovative mix of TV, digital and social media platforms, the Ministry of Tourism is launching a global tourism campaign to showcase the modern and dynamic face of the country with its abundance of experiences for travelers from all around the world, whatever their taste or budget, in addition to tapping on new source markets.

“The diversification of marketing and media platforms, a key pillar of the Egypt—Tourism Reform Program, contributes to the changing narrative of the sector.” said H.E. Dr Rania Al-Mashat.

“We will work closely with our international partners to showcase our beautiful country to a wider range of audiences all over the world, with new innovative and competitive concepts of promotion, modern content and digital tools, highlighting the diversity of our destinations & authenticity of our traditions. And through the use of a data-driven approach we will create content tailored to audiences in various markets” added Dr. Rania Al-Mashat, the Minister of Tourism.

At the heart of the Ministry's International Marketing and Promotion Partnerships lie the three main components of the third pillar of the Egypt—Tourism Reform Program. They are “GEM2020”, promoting the opening of the Grand Egyptian Museum, the largest museum in the world dedicated to one civilization; “People to People” (P2P) campaign, which aims at portraying Egypt not only as a contemporary and prime touristic destination but also sheds light on the diversity and authenticity of the Egyptian people and “Branding by Destination”, creating an identity for each of Egypt’s unique destinations.

The announcement ceremony was attended by Jeremy Jauncey , Founder and CEO of Beautiful Destination, Ms. Amanda Wang; GM of Global Destinations Marketing & Sales in Ctirp Group, Amanda Turnbull; Discovery Vice President and General Manager for Middle East & Africa, Myriam Younes; Director, Business Development, EMEA & India, Expedia Group, Tarek Daouk ; CEO of Dentsu Aegis Network MENA “Isobar”.


Jeremy Jauncey founder and CEO of Beautiful Destinations said “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”.

He added “We have been working together since the beginning of the year on a close partnership to develop the Egypt brand, data from target markets and the Beautiful Destinations community on social media. We have seen a fantastic response from travellers and content creators all over the world who are excited to visit Egypt and see all it has to offer. At a time when authentic, local experiences are driving so much of tourism we believe that Egypt is exceptionally well positioned to capitalise in this interests l and create once in a lifetime moments for people from all over the world”.

Cathy Ibal, Vice President, CNN International Commercial said “It excites me when we evolve a long-term relationship with a key partner into new and innovative areas. This new partnership takes our nation branding work with Egypt Ministry of Tourism to a new level by leveraging the cumulative impact of all CNN platforms, content and technology to ensure that the beauty of Egypt and its people resonates deeply with the right audiences”, during the launch of the partnership with CNN on May 7, 2019.

Amanda Wang; GM of Global Destinations Marketing & Sales in Ctirp Group said “During the past several years, we saw significant growth in the number of Chinese tourists visiting Egypt. It is an attractive destination with the abundant tourism resource and characteristic culture, and the visa on arrival policy helped with market increase as well. Cairo was the most popular African city for Chinese tourists last year. Ctrip Destination Marketing will

work closely with Egyptian Tourism Promotion Board, provide Chinese visitors with more rich and unique travel products”.

Commenting on the partnership, Amanda Turnbull; Discovery Vice President and General Manager for Middle East & Africa said: “We are delighted to further strengthen our long-standing relationship with Egypt Tourism as its only non-news network partner. Our expertise allows us to showcase the many wonders of Egypt as part of our unprecedented factual entertainment offering, as well as communicate the breadth of historical and tourism offerings across Egypt to far-reaching corners of the globe”.

Myriam Younes, Director, Business Development at Expedia Group Media Solutions: “Egypt has so much to offer visitors and we are thrilled to be working with the Egyptian Ministry of Tourism to help meet the goals of its ambitious tourism program. This campaign aims to drive demand in bookings, but more perhaps importantly, it will help raise awareness of Egypt’s amazing regions and diverse people to Expedia Group’s audience of highly engaged, international travel shoppers. We look forward to seeing some positive results from the campaign”.

Tarek Daouk ; CEO of Dentsu Aegis Network MENA “Isobar”, said: “We are extremely proud to partner with Egypt Tourism on their social content, experiential and digital media assignment around the globe. Travelers today demand seamless end-to-end experiences, seeking content that inspires them and experiences that provide motivation to travel based on a desire for social connections, adventure and spontaneity”. He added “We look forward to working together to capture the hearts and minds of the world’s explorers looking for their next journey”.