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Somabay, Egypt – 26 October 2026: Egypt’s ability to strengthen its global appeal depends not only on its rich history and iconic landmarks, but also on its capacity to tell authentic stories, deliver meaningful experiences, and translate its national identity into tangible opportunities for tourism, investment, and sustainable development.
This was the central message of the panel discussion titled “Branding Nations: The Global Appeal,” held during the 10th edition of Narrative Summit, which took place in Somabay from October 13 to 15, 2026.
Bringing together prominent international figures from tourism, business, culture, and development, the discussion examined how Egypt can capitalize on its distinctive identity, natural resources, and diverse communities to build a compelling and credible international brand.
Egypt’s Natural and Cultural Assets as Global Strengths
Bernard d’Alessandri, Secretary General and Managing Director of the Yacht Club of Monaco, emphasized the significance of Egypt’s natural and cultural assets in shaping its international appeal.
He highlighted the Nile as a defining element of Egypt’s identity and a powerful asset in communicating the country's uniqueness to global audiences.
His remarks underscored the importance of identifying and effectively showcasing the characteristics that distinguish Egypt, while exploring opportunities to expand its international reach.
Ghada Waly: Egypt Is an Idea, a Set of Values, and an Experience
Ghada Waly, former Under-Secretary-General of the United Nations and former Egyptian Minister of Social Solidarity, stressed that authenticity must remain at the heart of Egypt’s international narrative.
Reflecting on Narrative Summit’s 10th anniversary, Waly highlighted the platform’s resilience and continued development despite periods of global disruption and political instability.
She emphasized that Egypt possesses extraordinary cultural depth and diversity, but translating these advantages into a stronger global image requires a thoughtful and credible communication strategy.
“Egypt is an idea, a set of values, and an experience,” Waly said, highlighting the responsibility Egyptians share in presenting their country to the world.
She explained that a country’s international appeal depends not only on the assets it possesses, but also on how those assets are communicated and experienced.
Lessons from Greece: National Branding Must Reflect Reality
Eirini Vantaraki, Public and International Affairs Adviser and Business Relations Strategist, as well as Head of International Relations and Member of the Executive Committee of Art Thessaloniki International Contemporary Art Fair, shared insights from Greece’s experience in national branding.
She cautioned against allowing a country’s international image to become disconnected from the realities experienced by residents and visitors.
Drawing on Greece’s experience, Vantaraki explained that effective national branding requires consistency between the story a country communicates and the experience it actually delivers.
She noted that Egypt’s historical identity, combined with its young population, provides a strong foundation for developing a distinctive national narrative.
However, she emphasized that realizing this potential requires a clear strategic vision and an authentic connection between the country’s messaging and its evolving reality.
Women’s Empowerment and Sustainable Agriculture Strengthen Egypt’s Story
Rawya Mansour, Founder and Chairwoman of RAMSCO Egypt for Building & Construction of Eco-villages, presented a practical example of how local businesses can contribute to a country's broader international identity through inclusive and sustainable development.
Mansour highlighted her company's commitment to women’s economic empowerment, noting that women represent approximately 90% of RAMSCO’s workforce.
The company applies an equal-pay-for-equal-work policy while providing formal employment opportunities for women in rural communities.
She also outlined RAMSCO’s sustainable agricultural model, which combines organic vegetable production, water-efficient cultivation methods, and biochar technology.
These initiatives demonstrate how Egyptian enterprises can generate economic opportunities, support local communities, and promote responsible resource management.
Her contribution reinforced the argument that successful national branding should be supported by genuine development achievements rather than promotional messaging alone.
Peter Greenberg: Branding Is About Telling Your Story Properly
Peter Greenberg, Travel Editor at CBS News and an Emmy Award-winning travel journalist and producer, argued that successful destination branding begins with the people, communities, and experiences that give a country its distinctive character.
He noted that modern travelers increasingly seek meaningful cultural experiences rather than conventional sightseeing alone, creating new opportunities for destinations capable of presenting their authentic identities.
Referring to his film Hidden Egypt, which explores the country through its people and distinctive experiences, Greenberg emphasized the importance of communicating the stories that make Egypt unique.
“Branding is not an image or a slogan. It is about telling your story properly,” Greenberg said.
He suggested that Egypt’s challenge is not necessarily a lack of international promotion, but rather the need to communicate its story in a more compelling and relatable way to the audiences it seeks to attract.
Building a Credible and Competitive Global Identity
Moderated by Arun Sudhaman, Founding Editor of Earned First, the panel concluded by highlighting the importance of connecting national branding strategies with authentic experiences, distinctive cultural and natural assets, and initiatives that demonstrate a country's values in practice.
For Egypt, the discussion underscored an opportunity to move beyond conventional destination promotion toward a more integrated international narrative that brings together tourism, investment, cultural heritage, community development, and sustainability.
By aligning its global image with authentic experiences and tangible achievements, Egypt can strengthen its international positioning while presenting a compelling story that reflects both its historical legacy and its evolving future.