Egypt is enhancing its tourism ties with the U.S., showcasing its diverse offerings as a travel destination. Recently, Sherif Fathy, Egypt’s minister of tourism and antiquities, discussed the country’s evolving tourism strategy with tours editor Brinley Hineman at the USTOA’s annual Marketplace conference. They explored how Egypt is moving beyond its rich history, focusing instead on adventure and ecotourism.
Q: I recently spoke to an operator who praised Egypt’s renewed marketing strategies. Have you adjusted your marketing approach for North America?
A: We’ve completely transformed our strategies. Our marketing activities have been revamped to incorporate technology and AI, allowing us to better understand and connect with potential tourists. We’ve strengthened partnerships with local tour operators and enhanced our B2B and B2C marketing efforts. Trade missions and familiarization trips from the U.S. have been beneficial, resulting in a 20% increase in visitors expected in 2025.
Now, we’re positioning Egypt as a country of extraordinary variety. In the U.S., we need our trade partners to showcase new tourism products and itineraries. Visiting Egypt can be more than just Luxor and Aswan; it can also blend those experiences with time spent at the Red Sea, making people aware of our diverse offerings.
Q: Can you highlight some tourism destinations you want to promote?
A: Our tourism products are truly one-of-a-kind. We boast 3,000 kilometers of pristine beaches along the Red Sea and Mediterranean. Not to mention, there are 3,500 kilometers traveled by the Holy Family during their journey, comprising 25 significant sites. I’m referring to experiences that many American tourists might not be aware of: adventure activities in the desert and mountains, extensive ecotourism, and archaeological sites spanning various eras. Additionally, the Grand Egyptian Museum deserves more spotlight. The North Coast, from Alexandria to the Libyan border, offers stunning beaches and vibrant nightlife—there’s so much more than just sun and sand.
Q: Nile river cruises are becoming more popular, with numerous operators in the market. Are we nearing a saturation point?
A: We have not reached saturation yet. We are continuously expanding, building new ships, and there remains capacity for more vessels along the route from Cairo to the south, as well as in the area beyond the dam, known as Nasser Lake.
Q: Abercrombie & Kent is launching a new ship alongside luxury hotel developments in coming years. Is there a focused effort to promote Egypt as a luxury getaway?
A: My emphasis is on delivering value for money. This is what sets us apart. Egypt provides an exceptional experience at a very competitive price. This approach is why we’ve seen an increase in tourists this year, with tourism spending jumping by 30% to 40%.
Q: How has the ongoing situation with Israel and Hamas affected tourism?
A: The regional conflict impacts perceptions, as many view the area as a single entity, which isn’t accurate. Important to note is the instability in Libya and Sudan as well. Despite these challenges, our tourism figures have grown, reflecting confidence in the destination.
