Who is Who
Sara Seif Ibrahim
Sara Seif Ibrahim is a strategic communications researcher, place branding consultant, and academic with a focus on the Arab and Mediterranean region. Currently pursuing her PhD at the Universitat Autònoma de Barcelona, she explores how digital storytelling shapes destination identities, bridging formal tourism narratives with the lived stories shared online.
Previously, Sara held roles as a Communications Consultant with UNESCO in Cairo, Associate Minister of Information in Egypt, and Adjunct Instructor at the American University in Cairo. Her cross-sector experience spans cultural policy, media, and higher education, underpinned by a deep commitment to regionally grounded, globally relevant scholarship.
Sara’s work challenges dominant Western-centric branding models and advocates for more inclusive, culturally nuanced approaches to destination representation. With over a decade of experience, she brings both academic insight and strategic perspective to how Arab destinations navigate authenticity, perception, and global visibility.
Research & Teaching
Sara’s research investigates how cultural tourism narratives on social media shape destination identities, focusing on the interplay between official messaging, user-generated content, and stakeholder voices. Her work foregrounds co-creation in place branding, with a particular interest in how AI technologies are beginning to influence narrative control and authorship.
Recent projects include examining Egyptian footballer Mo Salah as a cultural ambassador and his impact on national image, as well as exploring how Arab destinations can craft branding strategies that respect cultural complexity while remaining globally resonant.
In the classroom, Sara has taught courses in online behaviour, creative strategy, and strategic communications, most notably at the American University in Cairo. She brings an interdisciplinary lens to teaching — bridging media theory, digital culture, and regional context to equip students with both critical and practical tools.
Q&A with Sara
In this interview, Sara Seif Ibrahim unpacks what makes cultural place branding in the Arab world uniquely complex — from inherited narratives and shifting global perceptions to the powerful role of user-generated content. She shares her thinking on narrative co-creation, the limitations of message control, and why destinations must learn to listen before they speak.
We also discuss emerging regional trends—from Egypt’s new cultural landmarks to Saudi Arabia’s Vision 2030 — and how destinations can build brands rooted in authenticity rather than imitation.
Connect with Sara
Connect with Sara Seif Ibrahim on LinkedIn.