In an address to a plenary session of the House of Representatives (parliament), Egypt’s Minister of Tourism and Antiquities, Sherif Fathy, has highlighted the promising recovery of the local tourism sector.
The sector, he said, is showing a notable 5 per cent increase in tourist arrivals this year, compared to 2023.
This positive trend, the minister added, emerges against a backdrop of current geopolitical events impacting the region, indicating a robust recovery trajectory in Egypt’s tourism industry.
He outlined the government’s comprehensive strategic vision to promote Egypt as the world’s most diverse tourist destination.
“Our objective is to guarantee economic, tourism, and archaeological security,” the minister said, describing this security as “essential” for fostering the growth of sustainable tourism.
In detailing the strategy, the minister cited the diversity of local tourist destinations, underscoring the government’s dedication to utilising this distinctiveness to attract a wider range of travellers.
“From the majestic pyramids of Giza to the stunning beaches of the Red Sea and the serene landscapes of Siwa Oasis, Egypt offers a myriad of experiences that cater to varied interests and preferences,” Minister Fathy said.
“This diversified approach is designed to enhance Egypt’s appeal as a multi-faceted travel destination,” he added.
Emerging markets
Minister Fathy highlighted the importance of widening the scope of tourism marketing campaigns and focusing on new and promising markets.
“We are strategically targeting regions where potential travellers have shown significant interest in Egypt as an attractive vacation spot,” he said.
“This approach not only aims to increase incoming tourists, but also to diversify tourism markets and reduce reliance on traditional markets,” he added.
An essential component of this strategy involves promoting e-tourism, harnessing digital channels to engage with prospective tourists, and utilising social media platforms extensively.
The minister pointed out that today’s travellers increasingly rely on online resources when planning their trips, making it essential for Egypt to have a strong digital presence.
“Engaging with potential tourists through innovative online marketing strategies will play a crucial role in attracting visitors to our historical and cultural sites,” Minister Fathy said.
Enhancing visitor experience
Beyond marketing initiatives, the minister discussed plans to improve the quality of local hotels and raise the level of expertise among hospitality staff.
“We want to ensure that every tourist, from the moment he/she sets foot in our country, receives the highest quality of service,” Minister Fathy said.
He noted that he is actively working on formulating training programmes to enhance staff competency and customer service skills with the aim of providing a memorable experience for visitors.
Infrastructure improvements in tourist and archaeological areas are also prioritised, the minister said.
He explained that the government is committed to developing better transport links, accessibility, and amenities to enhance overall experience.
Furthermore, the Ministry of Tourism and Antiquities, he added, pushes for regulatory controls to ensure high-quality standards in accommodation, which is vital for fostering a positive image of Egypt as a premier tourist destination.
Financial support, investments
Minister Fathy described the encouragement of investment in the tourism sector as “crucial” for its sustained growth.
He referred to two significant initiatives to support tourism investments, the first being in collaboration with the Ministry of Finance and the Central Bank of Egypt.
This initiative, the minister said, involves the allocation of 50 billion Egyptian pounds to revitalise the tourism sector.
The second initiative, the minister added, focuses on offering additional facilities to tourism investors under the existing investment law to streamline processes.
In an effort to foster new and innovative forms of lodging, Minister Fathy mentioned plans to encourage the development of floating hotels and unique patterns of tourist accommodation.
The purpose of this initiative, he said, is to cater to diverse tourist needs, while ensuring that these accommodations meet the necessary quality and security standards.
Minister Fathy revealed that his ministry plans to establish a centralised investment bank to create a unified investment map for tourism investment opportunities in Egypt.
“This initiative aims to provide a comprehensive inventory of unfinished hotel projects, helping potential investors to identify growth opportunities and prioritise development effectively,” he said.
Sustainability initiatives
The minister of tourism reaffirmed the government’s commitment to safeguarding environmental sustainability and responsible tourism practices.
“We are dedicated to the preservation of our ancient monuments and cultural heritage, as well as the protection of our natural landscapes,” he said.
He noted that these efforts include improving access for people with disabilities, enhancing conservation efforts, and eradicating the illegal trade in antiquities to protect Egypt’s ancient treasures for future generations.
Improving governance, capacity building
Minister Fathy also detailed efforts to enhance governance within the tourism sector, focusing on capacity building at both the institutional and operational levels.
“We aim to study and enhance the organisational structure of the Ministry of Tourism and its affiliated bodies, ensuring clarity in responsibilities and accountability,” the minister said.
“This will, in turn, lead to improved efficiencies in project management and service delivery,” he added.
He noted that new programmes would be introduced to hone the skills of tourism workers and those working at archaeological sites.
“By investing in training and capacity building, we will ensure that our workforce is prepared to meet the highest standards of service excellence,” Minister Fathy said.
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