الفهرس 
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Abstract
Nation branding is a practice where the techniques and concepts of branding products or services are applied to nations for the purpose of promoting them to their key stakeholders and identifying them among their competitors. This study aims at understanding the role of online media in creating a nation branding for Egypt, building on the tourism dimension. The researcher uses content analysis to study the content of two governmental touristic online platforms, and uses the survey to identify the general perception of non Egyptians on Egypt’s brand image and its perception as a touristic destination. The researcher also uses intensive interviews to identify the relation between the creation of a nation branding for Egypt and tourism as an industry. The study results showed that there is a relation between the content nature and appeal and Egypt’s brand image. It also identified key visual and verbal content that is used on online platforms, and how it relates to the perception of non Egyptians of Egypt and the characteristics they look for when visiting a country for tourism. The study results also showed that the concepts of branding are not fully utilized in order to create a clear and consistent nation branding for Egypt. This study highlights the current role of online media in creating a nation branding for Egypt as a touristic destination, and stands upon the areas where development needs to be made.