Video with sound
@moeelhadyTravel series about why Egypt is “Om El Donia”.Make social media a steady source of requests on iEgypt.
To confirm No target or budget shared yet. We set the number after 60 days of data.
Foundation
Market, audiences, voice, look.
Channels
Where we post and why.
Content pillars
Six pillars and how often we post.
Events calendar
Twelve months of travel demand, dated.
Identity directions
Four ways the brand could look.
The market, who we talk to, how we sound and how we look.
The numbers
The problem
Almost all Egypt travel content is pyramids, temples and beaches. Nightlife, luxury and entertainment are rarely shown.
The opportunity
Be the account that shows the other side of Egypt, and lets people request what they see.
| Account | What they do | What is missing |
|---|---|---|
| Experience Egypt Official tourism account | High-budget films of monuments and beaches. | Nothing to book. No venues, no nightlife. |
| Scene Traveller Travel media | News, openings and lists about modern Egypt. | Ends at “link in bio”. Sponsored content mixed in. |
| @downtowncairo @uniquegypt @thisiscairo | Atmosphere reels, hidden places, reposts from creators. | Inspiration only. No service behind it. |
| Visit Saudi Regional benchmark | Changed how people see the country. Separate Arabic and English accounts. | Not Egypt. Very large budgets. |
| Our position | Show modern Egypt with real place names. Everything we show can be requested on iEgypt, and a specialist confirms it. | |
Follower counts are not included. Instagram blocks automated reads, so they need a manual check.
Secondary: Egyptians. Reached by the same Arabic content. No paid targeting at launch.
We are
We are not
Wording
| Book now | Request it |
| Agent | Your specialist |
| Deals | In season |
| Package | Journey |
| Hidden gem | The place name |
Languages
Caption format: place name, one real detail, then “Request it”.
Photo
Video
Avoid: camel-and-pyramid stock, heavy filters, empty interiors, visible prices or other logos.
Where iEgypt should be, what each channel is for, and what we skip for now.
●●● main channel
●● supporting
● minor
— not used
Reach = ad reach as a share of population. TikTok is in millions of adults. DataReportal, Digital 2026.
| Channel | Intl | Gulf | Expats | Egypt | Reach | Decision |
|---|---|---|---|---|---|---|
| ●●● | ●● | ●●● | ●● | UAE 71% · KW 59% · KSA 52% | Go | |
| TikTok | ●●● | ●● | ●● | ●●● | KSA 38.6M · Egypt 48.8M | Go |
| Snapchat | — | ●●● | ● | ●● | KSA 73% · KW 48% · UAE 45% | Go |
| X | — | ● | — | — | KSA 43%, falling · Egypt 4% | Not now |
| ● | ● | ●● | ●● | Egypt 43% · UAE 85% | Ads only | |
| Summary | Instagram and TikTok for everyone. Snapchat for the Gulf. Creators across all three. | |||||
Build trust. The polished portfolio of iEgypt.
Saves ÷ reach.
Public Instagram posts show up in search, so captions and alt text use search keywords.
Reach new people with raw, in-the-moment videos.
Viewers who watch to the end.
Ads: boost creator videos (Spark Ads). TikTok Travel Ads need prices, so they do not fit iEgypt. Source: TUI Musement, 2026.
Reach Gulf travellers, in Arabic.
Weekly story viewers in KSA, Kuwait, UAE, Qatar.
66% of Snapchat users have added a destination to a wishlist after seeing it there (Snap, 2026).
Egypt-based photographers, chefs, divers, DJs.
They know the places. They come first.
Saudi, Kuwaiti and Emirati Snapchat creators.
Used at New Year, the Eids and summer.
Licensed creators only.
Travel creators on Instagram and TikTok.
One full trip each, filmed.
One reel per trip.
Check with a lawyer before the first Gulf deal.
Role: trust and reach
KPI: requests per creator link
Each creator gets a tracked link
Six pillars, what goes in each, and how often we post.
Atmosphere and hidden gems across Egypt.
Nightlife, dining, luxury, entertainment.
Where to go this month, from the events calendar.
Openings, routes, events, entry rules.
How we arrange trips and VIP requests on the ground.
Collaborations and takeovers.
Atmosphere and hidden gems across Egypt.
Format: short reels with natural sound, photo carousels.
Reference: @downtowncairo, @thisiscairo.
Nightlife, dining, luxury, entertainment.
Format: reels and carousels shot in the evening.
Note: the brand is family-friendly. Music, tables and views, nothing excessive.
Where to go this month, from the events calendar.
Format: a “Where to go this month” carousel, countdowns, extra posts in event weeks.
Note: this is the promotions pillar. No prices shown, as per the brand book.
Openings, routes, events, entry rules.
Format: news carousels when something changes, plus breaking stories.
Rule: only verified news, with the source.
How trips and VIP requests get arranged on the ground.
Format: short vertical videos and stories filmed by the team during real requests.
Rule: no guest faces or names without permission.
Local creators we want to start with. They get hosted trips and access. We get content we can repost and boost.
Format: collab posts, story and Snapchat takeovers, one reel per trip. Reference: @uniquegypt.
posts a week,
to start
About 8 a month.
The polished cut, a reel or a carousel.
The raw cut of the same shoot.
The story, in Arabic.
| Places | 8 |
| After dark | 5 |
| In season | 5 |
| Egypt news | 3 |
| Behind the scenes | 3 |
| Creators | 2 |
This keeps the pillar split: 30 / 20 / 20 / 10 / 10 / 10.
One shoot day in one destination covers more than a week. Arabic versions are re-voiced, not re-shot.
What brings people to Egypt from October 2026 to September 2027, and who it brings.
| Oct2026 | Nov | Dec | Jan2027 | Feb | Mar | Apr | May | Jun | Jul | Aug | Sep | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| InternationalEurope, UK, US | High | High | High | Mid | Mid | High | High | Mid | Low | Low | Low | Mid |
| GulfKSA, Kuwait, UAE, Qatar | Mid | Mid | High | Mid | Low | High | Mid | High | Mid | High | High | Mid |
| Expats in Egyptweekends, hosting | High | High | High | Mid | Mid | Mid | High | High | Mid | Mid | Mid | Mid |
| Domesticserved second | Mid | Low | Mid | High | Mid | High | High | High | Mid | High | High | Low |
| Where it goes | Giza · Gouna · Siwa | Cairo · Giza · Fayoum | Cairo · Sharm · Gouna · Luxor | Luxor · Aswan · Nile | Cairo nights · Abu Simbel | Red Sea · Cairo | Sinai · desert · Aswan | Red Sea · Gouna · Sokhna | Red Sea → iSahel | Red Sea · Cairo → iSahel | Cairo · Red Sea → iSahel | Dahab · Red Sea |
I International
G Gulf
X Expats
D Domestic
| Period | Dates | Who | Where | Content starts | |
|---|---|---|---|---|---|
| 1 | Pyramids events | 8 Oct – 28 Nov | I · G · X | Giza and Cairo | Now |
| 2 | New Year | 24 Dec – 3 Jan | G · I · X | Cairo, Sharm, El Gouna, Luxor | 1 November |
| 3 | Mid-year break | 23 Jan – 4 Feb | D · X · G | Luxor, Aswan, Nile cruises | 1 December |
| 4 | Ramadan | ~8 Feb – 8 Mar | G · X · D | Cairo: iftar, sohour, Islamic Cairo | Mid-December |
| 5 | Eid al-Fitr and Easter | ~9 Mar – mid-Apr | G · I · D | Red Sea | Mid-January |
| 6 | Spring long weekends | 25 Apr · 30 Apr – 3 May | X · D | Sinai, Sokhna, El Gouna, Fayoum | 1 March |
| 7 | Eid al-Adha and Gulf summer | ~16 May – August | G | Cairo and Red Sea. North Coast via iSahel. | Late March |
| Timing rule | Gulf travellers search for Egypt 30 to 59 days before they fly (Wego, 2025). Content starts 8 weeks before each period, ads 6 weeks before. | ||||
| Channel | Role | KPI |
|---|---|---|
| Trust | Save rate | |
| TikTok | Discovery | Completion rate |
| Snapchat | Gulf reach | Weekly Gulf viewers |
| Creators | Trust and reach | Requests per creator link |
| Reporting | Monthly report. Targets set after the first 60 days. | |
To confirm with iEgypt
Four suggested directions for how iEgypt looks. One of them is the identity in use today.
| Direction | The idea | Feels | Works best for | Keep in mind | |
|---|---|---|---|---|---|
| The obelisk | Heritage turned into a modern mark | Classic, concierge, premium | Printed itineraries, meet and assist, hotels and offices | Leans on ancient Egypt, which the brief moves away from | |
| Egypt’s sky | One mark, six colours, set by the time of day | Warm, cinematic, digital | The app, social, after-dark and sunset content | Lives on screens. Needs rules for print and signage | |
| The specialist | The i is the person who handles your request | Calm, human, trustworthy | The request flow, the team, service messages | Quiet on a busy feed. Needs real specialists on camera | |
| The pin and the stickers Current | A map pin and 16 collectable destination stickers | Playful, social, easy to spot | Social, merchandise, airport moments, iSahel | Less of a luxury feel | |
| To decide with iEgypt | Keep the current identity, or develop one of the three. The social templates follow that choice. | ||||