Sherif Fathy: Market-specific marketing plans and modern promotion using artificial intelligence
Current indicators show tourism in Egypt performing well, apart from a relative slowdown in some upcoming bookings
Tourism markets monitored continuously, with targeted, carefully considered incentives
Lower load-factor threshold in the ministry’s aviation incentive programme to encourage more inbound tourism
Minister of Tourism and Antiquities Sherif Fathy and South Sinai Governor Major General Dr Ismail Kamal met tourism investors from the South Sinai Investors Association during the minister’s visit to Sharm El Sheikh. They discussed developing the governorate’s tourism sector, current tourism conditions, ways to increase arrivals to Egypt generally and South Sinai in particular, and challenges facing investors amid current regional circumstances.
Participants included Egyptian Tourism Federation chairman Hossam El-Shaer; Ahmed El-Wasif, a member of the Specialised Council for Economic Development and former federation chairman; Egyptian Hotel Association chairman Mohamed Ayoub; South Sinai Investors Association chairman Tamer Makram; hotel association board members Peter Nathan and Guevara El-Gafy; other tourism investors; and Egyptian Tourism Authority chief executive Dr Ahmed Youssef.
Fathy said the ministry is connecting and integrating different tourism products to create new experiences and present a more diverse Egypt, rather than relying solely on traditional offerings. This will strengthen the destination’s appeal and encourage repeat visits.
Studies of visitors’ views and satisfaction identified three defining strengths: tourism diversity, the authenticity of the experience and traditional heritage cuisine.
The ministry is implementing marketing plans tailored to each source market, alongside modern promotional methods using artificial intelligence and social media, and partnerships with influencers and bloggers worldwide.
On current conditions, the minister acknowledged a relative slowdown in some bookings for the coming period. Efforts have been made to limit cancellations, which were found to be concentrated among individual travellers rather than tour groups.
In coordination with the Foreign Ministry, work is under way to maintain inbound tourism flows by ensuring other countries’ travel advisories accurately reflect conditions in Egypt and the country’s safety and security.
Measures to maintain Egypt’s presence in the global tourism market include reducing the load-factor threshold under the ministry’s aviation incentive programme to encourage more arrivals. Promotion is also being strengthened in markets where bookings respond quickly, while all markets remain under review and incentives are offered in a targeted, carefully considered way.
Fathy reaffirmed continued cooperation with the Egyptian Tourism Federation, tourism chambers, investors’ associations and all private-sector tourism representatives to support and develop the industry.
He stressed the need to increase hotel capacity. The ministry is pursuing several approaches, including regulating and licensing holiday homes, a new accommodation category for which rules have recently been issued to ensure quality, safety, cleanliness and occupational health standards.
The minister expressed optimism about the sector’s future, saying current challenges will be overcome and further growth is expected, particularly through close government–private sector cooperation. Egypt recorded approximately 21% tourism growth last year, with momentum continuing at the start of this year. Current indicators show the sector performing well apart from slower bookings in some areas.
Maintaining that growth rate would help Egypt reach its target of 30 million tourists before 2030. Increasing hotel capacity and airline seats remains the principal challenge to achieving it.
Tamer Makram welcomed the meeting and the opportunity for investors to explain their challenges and seek practical solutions to support tourism investment in the governorate.
South Sinai’s governor said tourism development is among his top priorities, in line with the political leadership’s directives and the responsibilities emphasised after he took his constitutional oath, particularly developing South Sinai as a whole and its tourism sector.
He outlined a governorate strategy focused on developing Sharm El Sheikh, reinforcing its standing as a global destination and expanding tourism across South Sinai’s cities.
The governor pledged full support for tourism and efforts to resolve obstacles facing investors and workers, helping increase arrivals and encourage investment.
Work is under way to establish a committee of representatives from different governorate departments to receive investors’ complaints, monitor tourism challenges and develop appropriate solutions. It will also help simplify and accelerate procedures to support the sector, encourage investment and increase visitor numbers.
The meeting also covered ways to encourage tourism investment and development, governance, workforce training and development, and required licences.
