Tourism Minister to launch “This Is Egypt” promotion campaign
Tourists at the Temple of Queen Hatshepsut, west bank of Luxor. YOUM7 archive.

CAIRO: Tourism Minister Hisham Zaazou is scheduled Saturday to officially launch the “This Is Egypt” campaign designed to promote Egypt’s limping tourism sector, Youm7 reported.

Zaazou will announce the details of the campaign in a press conference later today.

The hashtag of the “This Is Egypt” campaign has been appearing between the hands of international celebrities including actor Morgan Freeman who visited the Pyramids last week and renowned musician Yanni who performed at Giza Pyramids Friday night.

Egypt’s tourism sector, which represents 11 percent of the country’s GDP, has been suffering from ongoing shocks ever since the 2011 uprising that toppled President Hosni Mubarak.

Despite a few instances of apparent recovery, instability and political turmoil continue to challenge the sector.

In August, the J. Walter Thompson (JWT) advertising company has won a bid worth $68 million to promote Egyptian tourism in 27 foreign markets for the next three years.

The number of tourists visiting Egypt increased by 9 percent in the first half of 2015 compared to the same period last year.



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