The Egyptian Tourism Promotion Authority took part in the IBTM 2025 (Incentive Business Travel Meetings) international tourism exhibition, which specializes in incentive and conference tourism and was held in Barcelona, Spain, from November 18 to 20 this month. The exhibition is one of the largest and most important professional events in Europe in the field of incentive and conference tourism.
Eng. Ahmed Youssef, CEO of the Egyptian Tourism Promotion Authority, stressed the importance of participating in this international event, as it represents a high-level professional platform for networking and showcasing the diverse potential and assets Egypt has in the incentives and conferences sector, which strengthens its position among the leading global destinations specializing in this field.
He added that the exhibition is an important opportunity to showcase the many tourism products and types that distinguish the Egyptian tourist destination and cater to the varied interests of tourists from around the world, as part of implementing the ministry's strategy aimed at highlighting the unique tourism diversity that qualifies Egypt to be the world's leading tourist destination in terms of the variety of tourism types and experiences.
Taking part in the opening of the Egyptian pavilion on behalf of the authority were Mohamed Abdel Latif, director of the authority's Western Europe markets unit; Samar Ali El-Sayyaf, officer in charge of the Spanish and Portuguese markets at the General Department of Foreign Offices; and Hammam Mohamed, a member of the General Department of Exhibitions and Events.
During its participation in the exhibition, the authority's delegation held a number of professional meetings with representatives of major international companies specializing in incentive and conference tourism (MICE), in addition to meetings with representatives of leading international organizations such as ICCA, SITE, MPI and IAEE. The two sides discussed ways to strengthen joint cooperation to promote this type of tourism to Egypt, alongside presentations reviewing Egypt's tourism assets and top attractions, foremost among them the Grand Egyptian Museum, which opened on November 1 this month and drew wide interest from participants.
The Egyptian Tourism Promotion Authority took part in the exhibition with a distinctive 170-square-meter pavilion that included seven tourism companies and nine Egyptian hotels, as well as EgyptAir. This year's exhibition saw the participation of around 50 countries, while the number of visitors exceeded 15,000, in addition to more than 3,000 professionals working in the incentive and conference tourism sector.
