mc Group successfully developed a strategic campaign for Egypt at ITB Berlin 2024, securing exclusive interviews for the Egyptian Minister of Tourism and Antiquities with seven prominent media outlets across television, radio, print, and online platforms. Leveraging its expertise as Germany’s leading global PR agency, mc Group positioned Egypt as a top destination for sustainable tourism at one of the world’s largest tourism fairs, with over 10,000 exhibitors and more than 180,000 visitors from around the globe.

On March 5, 2024, mc Group orchestrated a high-profile press conference that drew 71 media representatives from Germany and beyond. The event highlighted Egypt’s forward-looking tourism strategies, including the innovative ‘Cairo City Break’ concept, designed to redefine short-stay travel by seamlessly blending culture, heritage, and modern attractions.

Building on the momentum of the event, MC Group crafted and distributed a compelling press release titled ‘ITB 2024: Cairo City Break to Usher in a New Trend in Egypt Travel,’ achieving widespread media coverage across Europe. Through this strategic PR campaign, mc Group effectively amplified Egypt’s presence, cementing its status as a must-visit destination and engaging with key media and industry leaders to foster future tourism growth.”