"Egypt has great spontaneous brand awareness. Everybody has heard of Egypt." So says Amr El Kady, CEO of the Egyptian Tourism Promotion Board (ETPB), as he explains the impetus behind the ETPB's new motto and central theme for the next three years, "Egypt Alive."
"The world knows that Egypt is a tourist destination that has many distinct elements, from beautiful beaches to grand monuments," El Kady elaborates. "We want them to delve deeper into our society, because the spirit of Egypt's population is characterized by great liveliness and vibrancy."
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