Instagram, Egypt’s Tourism Ministry launch AR experience to bring ancient artifacts to life
Updated 11/13/2024 1:05:00 PM
Arab Finance: Instagram by Meta has launched a world-first digital experience, using augmented reality (AR) to revive Egypt’s ancient history, as per an emailed press release.
In partnership with the Egyptian Ministry of Tourism and Antiquities, Instagram is inviting visitors to the Egyptian Museum in Cairo and the National Museum of Egyptian Civilization to view ancient sculptures and artifacts restored to their original appearance through interactive Instagram filters.
This project features 13 key artifacts at the two museums that represent Egypt’s rich cultural and historical heritage.
By integrating AR into the visitor experience, the partnership aims to make museum visits more educational and immersive, encouraging increased attendance at these historic sites.
The project was officially launched by Sherif Fathy, Minister of Tourism, joined by Amr Talaat, Minister of Communications and Information Technology, Ibrahim Saber, Governor of Cairo, and Meta representatives.
Fathy emphasized the importance of merging modern technology with ancient history and celebrated the Egyptian Museum’s 122nd anniversary during the event.
This initiative aligns with Egypt's strategy for digital transformation in tourism, aiming to enhance the museum experience and promote the country’s archaeological sites through innovative technology.
“Our partnership with the Ministry of Tourism and Antiquities, the Egyptian Museum in Cairo, and the National Museum of Egyptian Civilization demonstrates how Meta’s AR technologies can revitalize human experiences and interactions, transcending space and time in previously inconceivable ways,” Shaden Khallaf, Head of Public Policy for North Africa at Meta, said.
“We are thrilled to launch this exciting collaboration in Egypt, the cradle of civilization, with its extraordinary historical legacy, for younger and tech-savvy audiences. It stands as a testament to the powerful ways such technology can enhance how we learn, interact, and collaborate while inspiring innovation in content and storytelling,” Khallaf added.
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