Cairo: Minister of Tourism and Antiquities Sherif Fathy has launched the 'We Are Egypt' campaign that aims to improve tourists' experiences through promoting positive behavior from local communities. The campaign seeks to raise citizens' awareness of the direct economic impact of tourism through positive engagement with visitors. According to State Information Service Egypt, the minister, addressing a press conference on Sunday, August 17, 2025, emphasized the importance of citizens acting as ambassadors for Egyptian tourism. He expressed gratitude to the Egyptian Tourism Authority (ETA) and all those involved in the initiative that highlights Egyptians' values of generosity, hospitality, and compassion. For his part, Assistant Tourism Minister for Strategic Affairs and Acting CEO of the ETA Ahmed Youssef elaborated that the campaign will be rolled out through several phases. It will focus on encouraging citizens who interact with tourists to behave positively, share uplifting experiences, and promote Egypt 's destinations, unique tourism products, and cultural offerings.