Egypt is strengthening its tourism ties with U.S. trade and advertising its diversity as a destination. Sherif Fathy, Egypt’s Minister of Tourism and Antiquities, spoke with tour editor Brinley Hineman at USTOA’s annual Marketplace Conference last month about the country’s tourism strategy, including advancing the promotion and marketing of attractions beyond traditional antiquities toward adventure and ecotourism.
Sheriff Patty
cue: One operator I interviewed recently praised Egypt’s recent marketing strategy. Have you changed your marketing approach for North America?
no way: The only thing we changed was everything. We have had to reexamine our marketing efforts with current technology and AI. This allows you to profile your customers in a better way. We are paying more attention to the relationships between local travel agencies and American travel agencies. We are driving our marketing efforts across B2B channels as well as B2C. Additionally, trade missions and family trips from the United States are bearing fruit. That’s why we’ve seen a 20% increase (visitors in 2025).
We are also now marketing Egypt as a country of unparalleled diversity. In the United States, more effort is needed from our trading partners to account for new products, new travel itineraries, and new combinations. When you go to Egypt, it’s not just about Luxor and Aswan. For example, you can combine Luxor and Aswan with the Red Sea. I want people to feel the diversity we’re talking about so we can promote it.
cue: What are some examples of tourist destinations you would like to highlight?
no way: What we have in terms of tourism products is unrivaled. We have 3,000 kilometers of beaches on the Red Sea and the Mediterranean Sea. We have 25 locations covering the 3,500 kilometers traveled by the Holy Family (supposed to be the biblical journey of Jesus, Mary and Joseph as they fled from King Herod). I’m talking about things that are unknown to American customers. We have adventure places in the desert, mountains, all types of adventure, eco-tourism and of course archeology of all times. …The Grand Egyptian Museum is something we need to emphasize more. The North Coast, a Mediterranean region stretching from Alexandria to the Libyan border, boasts sunny, clear waters and almost white sandy beaches. Like many other places in the Mediterranean, this place is growing. This is not only about water, but also about nightlife and the ability to enjoy the evening.
cue: Nile river cruises are becoming increasingly popular. On the surface, everyone seems to be running the ship there. Are we approaching saturation point?
no way: We are not saturated yet. We are building new ships. There is room for more ships on the long route south from Cairo, and there is also a space called Nasser Lake beyond the dam area.
cue: Abercrombie & Kent plans to add ships there, along with a luxury hotel, in the coming years. Are there any efforts to promote Egypt as a luxury travel destination?
no way: My preference is to maintain value for money. Value for money is the name of the game. Egypt is great value for money. Because the luxuries we offer are still at very competitive prices. So we have increased the number of tourists this year and, according to our calculations, tourism spending has increased by 30-40%.
cue: How has the Israel-Hamas war affected tourism?
no way: This affected the entire region. This is incorrect because some people still see the region as one place. Keep in mind that (conflicts) are also happening in Libya and Sudan. But despite everything happening around us, we have grown. It is confidence in the destination.
