The Ministry of Tourism and Instagram Phenomenon Join Forces to Boost Tourism
By: Salma Ahmed
@bluesalmaa
The pyramids surrounded by absolute nothingness and Egyptians living in the desert seem to be the stereotypical idea most foreigners have of Egypt.
To put an end to these misconceptions, the Ministry of Tourism turned to Jeremy Jauncey, photographer and entrepreneur behind the Instagram account Beautiful Destinations.
Jauncey, CEO and founder of the Instagram-account-turned-brand, has been using his voice and large social media following of over 12 million to promote tourism in certain countries.
“The perception of Egypt is different to the reality,” Jauncey told a packed audience of students in Moataz Al-Alfi Hall on September 11, elaborating on what he learned through his time working in the country.
Jauncey’s visit to Egypt is the result of a collaboration project with the Minister of Tourism, Rania Al-Mashat, in a campaign titled “People to People.” Through this campaign and Jauncey’s lenses, Al-Mashat is hoping to increase tourism in the country.
The campaign took off with the release of a video shared on Instagram. The video took its viewers on a journey among Egypt’s most attractive features, from felucca rides along the Nile to walks through historic monuments. Shortly after its release, it received the Middle East’s Best Promotional Film Award from the World Tourism Organisation.
“We had the chance to change a growing narrative about Egypt,” the photographer explained as he spoke about his choice of locations and items shot for the video.
Jauncey explained that his success and how he plans on changing the ideas surrounding Egypt in the West is really “all about the power of embracing digital”.
Beautiful Destinations got its first taste of success when authorities from Dubai contacted Jauncey to help boost the city’s tourism a few years ago, similar to what Al-Mashat is currently doing.
“Our goal was to shift content creation,” said Ahmed Wahba from the ministry explaining the collaboration with Jauncey.
Wahba went on to emphasize the power of social media and how the younger generation, seated before him in the audience, should use it to their advantage before letting Jauncey take the stage.
“We definitely did not expect this large crowd. In fact, we were too scared that the hall would be empty and that’s why we decided to open the event to the public,” explained Student Union (SU) member and event co-organizer, Darin Hany.
The event was part of the Empower Project, created by the SU, which aims to send inspirational messages through workshops, campaigns and talks.
“It was a very enlightening talk and it is great what he is doing to help tourism in the country,” commented Business Administration junior, Mohamed Bahaa.
