Egypt Captures Attention at ITB China 2025 with Strong Tourism Growth and Strategic Vision

Shanghai, China – 28 May 2025 — Egypt concluded its participation in ITB China 2025 with a high-impact press conference that drew the attention of international media and travel professionals. Led by Ahmed Youssef, the CEO of the Egyptian Tourism Authority, the delegation outlined Egypt’s tourism strategy for the Chinese market—emphasizing Egypt’s latest developments in the country’s tourism sector and future strategy.
Youssef shared that Chinese arrivals to Egypt grew by 60,7% in 2024, with momentum continuing into 2025.
“China is not only an important market,” said Youssef. “Our focus is on personalization, accessibility, developing markets, and diversifying product consumption.”

Grand Egyptian Museum to Become Cultural Landmark
At the heart of Egypt’s presentation was the upcoming Grand Egyptian Museum (GEM), officially opening on July 3, 2025. The museum, located just outside Cairo near the famous Pyramids of Giza, will feature over 100.000 artifacts—including the full collection from King Tutankhamun’s tomb, presented for the first time in one place.

The museum’s architectural scale, immersive technology, and cultural ambition were described as defining elements of Egypt’s tourism renaissance. More than 5,000 visitors per day attended its soft-opening phase in 2024, and international interest continues to grow ahead of the grand opening.

“The GEM is not only a symbol of our ancient heritage but a statement of our vision for the future. It represents Egypt’s role as a cultural leader on the world stage,” Youssef addressed.

Egypt continues to make significant strides to accommodate the Chinese market:

•Visa-on-arrival privileges for Chinese nationals.
•Multiple weekly direct flights from major Chinese cities to Cairo. EgyptAir operates 16 and China Airline 17 direct flights to the capital..
•Increase marketing activities: familiarization trips, promotional campaigns, dedicated social media platforms, and a Chinese-language version of the ‘ExperienceEgypt’ website.

In addition to its world-famous historical attractions, Egypt promoted new tourism products like MICE (Meetings, Incentives, Conferences, Exhibitions) luxury, and eco-tourism initiatives. Youssef spotlighted the country’s Red Sea coastline, where upscale resorts cater to families, divers, and spa-goers alike, and Egypt’s rising status as a wellness destination in Siwa, Aswan, and the Western Desert oases and Mediterranean.

“Whether Chinese travelers seek history, adventure, relaxation, or more—Egypt is ready to deliver a world-class experience,” Youssef added.

Building Stronger Partnerships in China

Egypt’s presence at ITB China 2025 also focused on deepening B2B collaboration. The Egyptian delegation held strategic meetings with Chinese tour operators, airlines, and media partners, exploring joint promotions and long-term cooperation plans.
“ITB China is a vital platform—not just for tourism promotion but for forging sustainable partnerships. Egypt is here to listen, collaborate, and grow together with China,” Youssef concluded.

As ITB China closes its doors, Egypt moves forward with renewed energy—offering travelers from China not just a destination, but a dynamic and unforgettable journey through time, nature, and innovation.

About the Egyptian Tourism Authority

Established in 1981, the Egyptian Tourism Authority (ETA) is dedicated to promoting Egypt’s vast touristic assets, experiences, products and diverse destinations and fostering domestic tourism. Under the leadership of the Minister of Tourism and Antiquities, the ETA spearheads marketing strategies, supports tourism development, and sponsors various events to increase Egypt’s tourist arrivals.

For more information, visit Experience Egypt.

Press Contact:
Kamila Giraldo – Account Manager
Media consulta International Holding AG
E-Mail: egypttourism@mcgroup.com