Sherif Fathy, Minister of Tourism and Antiquities, chaired the meeting of the board of directors of the Egyptian Tourism Promotion Authority, which included a review of the results of the promotional activities and campaigns the authority carried out and launched during fiscal year 2024-2025 to promote Egypt as a tourist destination and highlight its diverse tourism types and products, under the slogan "Egypt... Unmatched Diversity."
The authority's detailed plan for fiscal year 2025-2026 was also reviewed, including the promotional campaigns and partnerships being implemented since the beginning of the year, in addition to the screening of promotional films produced recently as part of the "Ehna Masr" (We Are Egypt) campaign, the first phase of which was recently launched with the aim of highlighting the authentic values and positive behaviors of the Egyptian people, especially in their dealings with tourists, and emphasizing the vital role tourism plays in supporting the national economy.
In this context, the minister indicated that the ministry, in light of its current strategy, will work to highlight and diversify promotional efforts according to the needs of each of the main source markets for tourism, while identifying the types of tourism products and destinations in Egypt that attract these markets, especially new ones.
The minister added that these efforts will help capitalize on Egypt's distinguished tourism assets, which qualify it to be the world's leading tourist destination in terms of diversity of tourism types and products, contributing to the development of tourist patterns, in cooperation with tour operators, in addition to continuing campaigns for existing tourism products with a focus on promoting a number of new products.
In a related context, the meeting reviewed indicators of inbound tourist traffic to Egypt from January to July 2025, which showed a 22% increase in the number of arriving tourists compared with the same period in 2024, with positive expectations for the coming period, in addition to the volume of traffic from the main source markets for tourism to Egypt. The board was also briefed on the latest status of the international tourism exhibitions plan for fiscal year 2025-2026, in accordance with the board's decision in this regard.
