The Egyptian Tourism Authority organised a tourism roadshow to promote Egypt in three major Chinese cities: Beijing, Shanghai and Guangzhou, among the People’s Republic of China’s leading economic and tourism centres.
The Egyptian delegation was led by the authority’s CEO, Dr Ahmed Youssef. It included counsellor Haitham Abdel Hady, Egypt’s deputy ambassador in Beijing; Dr Nader El-Beblawi, chairman of the Egyptian Travel Agents Association; Basma Ezzat, director of the authority’s Asia and Pacific Department and officer responsible for the Chinese market; Nancy Nady of the General Department for Tourism Promotion within its Central Department for Tourism Marketing; representatives of EgyptAir; and Egyptian private-sector representatives from six tourism companies and two hotels.
The roadshow attracted broad participation from leading tour operators and tourism companies in China, with more than 150 industry representatives taking part, reflecting growing interest in Egypt.
During the roadshow, Youssef held professional meetings with Chinese industry partners to discuss stronger cooperation and increased visitor flows to Egypt. Proposed initiatives included joint promotional campaigns, familiarisation trips and tourism programmes tailored to Chinese travellers’ interests, alongside the sharp expansion in direct air services between the two countries.
The events showcased Egypt’s diverse attractions and tourism products, combining cultural, beach, leisure and eco-tourism experiences, among others, to meet the expectations of different traveller segments, particularly Chinese visitors.
At an event in Shanghai, the Egyptian Tourism Authority’s CEO accepted Egypt’s “Most Promising Destination 2026” award from the international platform Tongcheng. The recognition reflects the Chinese market’s confidence in Egypt’s competitiveness and growing demand for visits in the period ahead.
The roadshow also included discussions with online booking platforms to strengthen Egypt’s digital presence in China, recognising the pivotal role digital platforms play in reaching target audiences and supporting travel decisions.
