In a dazzling showcase of its rich heritage and diverse tourist offerings, Egypt made a remarkable impression at the International Tourism Exchange (ITB Berlin) 2025, held in the German capital from March 4–6.
The Egyptian pavilion, inaugurated by Minister of Tourism and Antiquities Sherif Fathi, captivated professionals and visitors alike with its creative design and immersive exploration of the country’s unmatched cultural and historical treasures.
Minister Fathi, during the opening, embarked on an extensive tour of the pavilion, engaging with exhibitors and stakeholders to discuss strategies for boosting tourist traffic to Egypt.
Speaking about the significance of Egypt’s participation in ITB, one of the world’s largest and most important tourism events, Fathi emphasised the platform’s role in showcasing Egypt’s unparalleled tourism offerings to a global audience.
“It is an opportunity to highlight and promote Egypt’s richness and diversity as a tourist destination, which is unparalleled in the world, in alignment with the Ministry’s vision and strategy,” he said.
During discussions with partners from the global tourism industry — including tour operators, travel companies, and agents — Fathi shed light on recent developments in Egypt’s tourism sector. Special attention was given to the German market, which has ranked as the top source of tourist traffic to Egypt over the past three years. Beach tourism, in particular, has driven much of this demand.
The ministry participated in ITB 2025 with a 1,500-square-metre pavilion, which housed 119 exhibitors, including 47 tourism companies, 67 hotels, and four airlines. Dedicated spaces were also allocated for representatives of hotel establishments and travel and tourism companies.
Blending the elegance of a pharaonic temple with modern elements, the design of the Egyptian pavilion drew widespread praise. Towering display screens adorned the facade and sides, featuring promotional films showcasing Egypt’s vast array of tourist destinations — from its breathtaking beaches to its cultural and historical attractions.
Visitors were captivated by the pavilion’s ability to transport them through time and space, celebrating Egypt’s timeless charm through a contemporary lens.
A dedicated section of the pavilion was crafted to resemble the Grand Egyptian Museum (GEM), set to officially open its doors on July 3. Screens displayed captivating films and images of the museum’s contents, offering visitors a tantalising glimpse of artifacts such as the famed treasures of King Tutankhamun.
Visitors were also able to admire a replica of Tutankhamun’s renowned mask, among other archaeological reproductions thoughtfully curated for the display.
Adding to the pavilion’s allure were vibrant heritage activities, traditional Egyptian crafts, and authentic culinary delights.
This year’s ITB Berlin, themed “The Power of Transition Lives Here,” hosted over 5,800 exhibitors from more than 170 countries. The event highlighted key topics such as rising market trends, technological advancements, and the potential for sustainable tourism.
