Drivers along Cairo are being confronted with a new fleet of billboards courtesy of the Ministry of Tourism and Antiquities' We Are Egypt campaign. Instead of portraying monuments or pharaonic heritage, the public administration campaign highlights everyday Egyptians and the hospitality that defines the country's heartiness. The creative direction deviates from the traditional postcard perspective of pyramids and old temples. Instead, it features Egyptian people themselves as Egypt's greatest treasure. The visuals have real-life encounters: farmers in the field, waiter greeters at the café, young people helping visitors on the street. Every hospitality and tourism picture has with it simple, sincere copy: Goodness comes back to you”, Every smile from the heart”, “Every kind interaction”, and “We are generosity and chivalry you will not find anywhere else”. The campaign deliberately redirects attention from heritage to human connection. By presenting locals as the authentic ambassadors of Egypt, the Ministry is highlighting that the worth of the country is not only in its past but in human beings themselves. This approach is a powerful appeal to contemporary tourism sentiments that appreciate real experiences and cultural immersion. The billboards are strategically located along highways such as the Ring Road and primary entrances into Cairo in a way that both domestic travelers and international tourists can access them. The plain layout, natural settings, and concise message are simple to read while driving and hence effective for busy streets. Egypt's We Are Egypt campaign captures a subtle yet significant shift in tourism promotion: from monuments to moments, from stone to smiles. By emphasizing everyday Egyptian hospitality, the Ministry of Tourism and Antiquities is reframing how the nation introduces itself to the world. You can learn more about this campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, The Emirates OOH-dedicated analysis system, and Media Intelligence.
