An attempt by Egyptian authorities to improve the country's image and lure visitors has backfired after its social media hashtag was hijacked by internet users highlighting alleged human rights abuses.
As part of a $66m tourism campaign, individuals have been encouraged to share images of the country on sites such as Twitter and Facebook using the hashtag #ThisIsEgypt.
But the idea was quickly hijacked by people tweeting less enticing images, such as piles of rubbish, and commenting on Egypt’s human rights record, which has reportedly deteriorated since a military coup saw Abdel Fattah al-Sisi take power in 2014.
#thisisegypt :) #optimism #tourism http://pic.twitter.com/MLYSkIflpP
— Michael Maurice (@MichaelMauriceA) 11 Décembre 2015
Users pointed out the various “crimes” for which Egyptians have been arrested, such as writing novels and posting images online that the increasingly authoritarian government deems offensive.
#thisisegypt a place where you can go to prison for writing a novel #??_??????_??????
— Shereen (@forsoothsayer) 11 Décembre 2015
Amr Nohan, three year sentence for photo of Sisi with mickey mouse ears. #thisisegypt
Posté par Wael Eskandar sur vendredi 11 décembre 2015
The social media campaign is accompanied by a slick new video shot by global advertising agency JWT, showing images of Cairo’s Old City souks, the Red Sea, the Pyramids and ancient temples. Visitors are shown taking photos and videos on smartphones throughout the video.
If you want to attract tourism, spend your effort making #Egypt like the video. #thisisegypt
— Wael Eskandar (@weskandar) 12 Décembre 2015
Wael Eskandar, a political commentator and writer based in Cairo, said that while the video was beautifully shot, it seemed designed “to paint over injustices and incompetence.”
“I would rather the government spent money making the country beautiful”, he said. “What I see in Egypt is really dark – people I know forcibly disappeared, sexually assaulted, unjustly thrown in prison.”
Human Rights Watch says that President al-Sisi has overseen a reversal of recent human rights gains in Egypt, with hundreds of political opponents sentenced to death or life imprisonment. Crackdowns on journalism and freedom of speech have marred a country once famous for its creativity and cultural heritage.
It is not the first time a tourist board's attempts to harness social media have gone awry. In 2012, the Maldives launched a strikingly similar campaign asking tourists to share their experience of the island nation using the hashtag #sunnysideoflife. Instead they used it to highlight the government’s alleged human rights abuses.
Egypt’s tourism sector saw signs of recovery this year after political instability and terrorism caused visitor numbers to fall to a low of 9.8 million in 2011.
Former tourism minister Khaled Ramy made a series of announcements in which he said Egypt planned for 20 million visitors a year by 2020, and would commission an advertising campaign with a “six zero” budget, to lure tourists back.
But the crash of a Russian plane over the Sinai peninsula, which led to the death of all 224 on board, dealt a major blow to its plans. Travel companies across Europe have cancelled flights to Sharm el-Sheikh, the Red Sea tourist hub, and tour operators have reported customers shunning winter sun holidays in Egypt in favour of European resorts.
• Sinai crash shatters Egypt's tourism dream
The British Foreign Office currently considers the Nile valley suitable for visitors, but advises against all but essential travel to the Sinai peninsula, including Sharm el-Sheikh airport. The Red Sea resort towns of Taba, Nuweiba and Dahab are off-limits to ordinary travellers, as is the western desert, where in September Egyptian security forces accidentally killed 12 people, including a group of Mexican tourists.
Mr Eskandar said he did not think Egypt’s human rights record would deter visitors in itself, but that it risked nurturing extremism, “which may cause security threats to tourists. An end to injustice is Egypt's only hope to move forward.”
Others who reacted to the hashtag commented on the harrassment visitors say they have experienced in Egypt, describing hassle from police officers. "Protip for that #thisisegypt-campaign: maybe the government should make sure their employees don't sexually harass female tourists while swinging around with their guns. That would be a nice step one to promote tourism", said one female Twitter user.
Protip for that #thisisegypt-campaign: maybe the government should make sure their employees don't sexually harass female tourists while...
— Laurie Treffers (@LaurieTreffers) 14 Décembre 2015
swinging around with their guns. That would be a nice step one to promote tourism.
— Laurie Treffers (@LaurieTreffers) 14 Décembre 2015
Sherif Mansour, an Egyptian-American human rights activist who was put on trial in Egypt in 2013 for advocacy work, said that he encouraged people to holiday in Egypt, but that it was important to be aware of the regime ruling the country. "The irony is, as an Egyptian, I always tell everyone to visit the country while I myself can't, without risking going to jail for two years.
"The least I could hope is that those going to Egypt for pleasure... are also aware of the kind of regime that is currently rulling over Egypt; worse than Mubarak's."
The Egyptian tourist board and JWT did not respond to requests for comment.
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