Minister of Tourism and Antiquities Sherif Fathy chaired a meeting of the Egyptian Tourism Authority’s board. Authority CEO Dr Ahmed Youssef reviewed progress on the tourism promotion plan during the first half of fiscal year 2025/2026 and compared it with the previous fiscal year. The authority’s integrated promotional strategy targets 23 primary and 25 secondary markets, combining overseas business-to-business (B2B) and consumer-facing (B2C) activities with domestic promotion.
Youssef said the authority participated in 14 international tourism fairs during the period, in accordance with the board-approved plan, and ran 77 joint advertising campaigns with leading companies and tour operators. It also organised 93 familiarisation trips, including 17 for international industry partners, 14 for media representatives and 13 for influencers and bloggers involving 79 influencers and content creators. It staged 12 tourism roadshows, sponsored 80 domestic events, conducted 51 tourism-awareness activities and produced a variety of promotional content.
For industry activities inside and outside Egypt, the authority carried out 18 initiatives, including conferences, workshops and participation in major international and local events with a strong level of representation. Egypt also hosted important meetings for leading international tourism companies and tour operators, including RTK and Best Reisen.
The ministry, represented by the authority, received several awards during international events. These included best stand awards at WTM London 2025, the world’s second-largest tourism fair; ITTF Warsaw 2025, Poland’s largest tourism fair; and the Qatar International Travel and Tourism Exhibition. Other honours included the Global Partner Award for Strategic Partnership Destination of the Year at the Trip.com partners summit in November 2025, and Yandex’s best advertising campaign award for 2025.
Fathy praised the authority’s performance, saying its promotional work combined scale with quality and professionalism, helping showcase Egypt’s unique, unrivalled tourism diversity under the slogan “Unmatched Diversity”.
He explained that the ministry is integrating different tourism products and promoting them together while highlighting new offerings, enriching visitors’ experiences and showcasing the varied strengths of Egyptian destinations.
The minister emphasised the current focus on reinforcing Egypt’s position as an established, strong tourism destination. He said marketing and promotional methods are evolving significantly, with Egypt prominently represented in current campaigns in a way befitting its stature and history, strengthening its global competitiveness.
The meeting also reviewed developments and preliminary indicators for the ministry’s flight incentive programme during the current winter season, which aims to accelerate inbound tourism growth. During the period, flight numbers rose 25%, passenger numbers increased 24% and airline seat capacity grew 23%. Egyptian destinations also recorded passenger growth, led by Alamein, Luxor and Aswan.
