By Dina yehia
Egypt is making a bold statement at the IFTM Top Resa International Tourism Fair in Paris, showcasing a new, tech-forward approach to its ancient heritage. The Egyptian Ministry of Tourism and Antiquities, through the Egyptian Tourism Authority (ETA), is participating in the prestigious event, a critical platform for connecting with the European tourism market. The fair, which runs from September 23 to 25, is a strategic opportunity to strengthen Egypt’s position as a top global destination.
The Egyptian pavilion was officially opened by Ambassador Alaa Youssef, Egypt’s Ambassador to France, and Eng. Ahmed Youssef, Assistant Minister of Tourism and Antiquities for Strategic Management and Acting CEO of the ETA. Their presence underscored the country’s commitment to revitalizing its tourism sector.
Eng. Ahmed Youssef emphasized that Egypt’s participation is a strategic move to boost its presence in the European market, a key source of tourism. He highlighted the fair as a valuable networking opportunity to build new partnerships and promote Egypt’s diverse tourism offerings under the campaign, “Egypt… A Diversity Beyond Compare.”
During the fair, Youssef met with French tour operators to discuss joint promotional campaigns aimed at increasing tourist arrivals, especially with the highly anticipated opening of the Grand Egyptian Museum. These efforts will focus on niche tourism sectors such as ecotourism, adventure, sports, and spiritual tourism, while also spotlighting emerging destinations like New Alamein.
Youssef also participated in a panel discussion on challenges facing the tourism industry and gave interviews to leading French media outlets, where he discussed Egypt’s ongoing developments and future growth plans.
In a groundbreaking move, the Egyptian pavilion is offering visitors an immersive virtual reality (VR) experience. Attendees can explore detailed digital replicas of archaeological treasures, including a full Tutankhamun collection, allowing them to engage with Egypt’s rich history in a completely new way. The activation has received significant praise from visitors. To further encourage travel, the pavilion is also running a competition, with winners receiving airline tickets for a firsthand trip to Egypt.
Beyond the technological innovations, the pavilion hosted cultural seminars in collaboration with the Supreme Council of Antiquities and the French Institute for Oriental Archaeology. Noted Egyptologist and researcher, Dr. Islam Ezzat, delivered a lecture on the successful efforts to remove the Abu Mena Monastery archaeological site from UNESCO’s List of World Heritage in Danger. In addition, Dr. Frédéric, head of the Tanis Mission, shared insights into the latest excavation and restoration projects at the Tanis site.
This year, the Egyptian pavilion spans an impressive 270 square meters, a 20% increase from the previous year. This expansion accommodates the strong demand from Egyptian companies eager to participate. The pavilion features 16 tour operators, 12 hotel establishments, and three of the country’s largest airlines, reflecting a unified effort to promote Egypt’s diverse tourism landscape.
Since its inception in 1978, IFTM Top Resa has been a premier annual event for tourism professionals, and Egypt’s dynamic participation this year underscores its commitment to blending tradition, innovation, and sustainability to attract a new generation of global travelers.
