On Monday, Egypt's Ministry of Tourism and Antiquities marked its appearance in the BIT International Tourism Exhibition in Milan, Italy, demonstrating the country's commitment to promoting its diverse tourism offerings on the global stage.
The event, which commenced today and will run until February 6th, serves as a significant platform for networking and collaboration among international tourism professionals.
The exhibition's opening ceremony saw the presence of high-profile figures, including the Italian Tourism Minister, the President of Lombardy, and numerous international delegation heads. Egypt's representation was notably strong, with Ambassador Bassam Radi, Egypt’s Ambassador to Italy; Mr. Amr El Kady, CEO of the Egyptian Tourism Promotion Board; Ambassador Manal Abdel Latif, Egypt’s Consul General in Milan; and Mr. Mohamed Farag, the Tourism Attaché at the Egyptian Tourism Office in Germany, among others.
El Kady engaged with representatives from Egyptian companies and hotels participating in the exhibition, highlighting the Italian market's growing significance for Egyptian tourism, which witnessed a remarkable 60% increase in tourist arrivals from Italy in 2023 compared to the previous year.
In a series of strategic meetings, El Kady discussed collaboration opportunities with Italy's leading tour operators, which significantly contribute to the influx of Italian tourists to Egypt. Plans for joint promotional campaigns to further boost the upcoming summer tourism season were also explored.
A key meeting with the President of FIAVET, the Italian Travel and Tourism Association, focused on organizing an informative visit and workshop in Sharm El Sheikh for its member companies in March. This initiative aims to enhance mutual understanding and cooperation to attract more Italian tourists to Egypt.
Moreover, discussions with the producer of DonnaVentura, one of Italy's top tourism TV programs, explored the potential for showcasing Egypt's tourism attractions in an upcoming episode, further highlighting the country's appeal as a prime travel destination.
He also conducted media interviews with leading tourism publications to share updates on Egypt's tourism sector advancements and the new attractions in Cairo that position it as a unique tourist destination.
Egypt's participation is marked by a 100-square-meter pavilion designed to reflect the country's ancient civilization, housing 10 Egyptian tourism and hotel companies along with EgyptAir. This participation underscores Egypt's rich cultural heritage and its modern appeal, positioning it as a top choice for international travelers, particularly from the Italian market.