The Ministry of Tourism and Antiquities, represented by the Egyptian Tourism Promotion Authority, participated in the Seoul International Tourism Fair (SITF 2026), one of South Korea’s leading travel industry events.
The Egyptian pavilion was inaugurated by Ambassador Hazem Zaki, Egypt’s envoy to South Korea, in the presence of international dignitaries and global travel leaders. Abdel Hamid Lashin, Director of the Asia-Pacific Unit at the Authority, also attended. In his remarks, Ambassador Zaki praised Egypt’s strong presence, noting it reflects the country’s growing global visibility and competitive standing in the international tourism market.
Ahmed Youssef, CEO of the Egyptian Tourism Promotion Authority, highlighted the fair’s strategic importance in connecting Egypt with East Asian markets, which are witnessing rapid growth. He emphasized Egypt’s diverse tourism offerings and the opportunity to build sustainable partnerships that position the country as a top destination for Korean travelers.
During the exhibition, Lashin held bilateral meetings with major Korean travel companies, airlines, and media agencies to strengthen cooperation and boost inbound tourism from Korea. The Egyptian pavilion attracted significant public interest and strong engagement from tour operators and international airlines, who noted rising demand for Egypt’s cultural, environmental, and leisure attractions.
The pavilion won the award for Best Design, impressing visitors and officials with its innovative architecture and visual identity, offering a vivid experience that showcased Egypt’s hospitality and rich cultural heritage.
