LONDON – Mr. Sherif Fathy, Minister of Tourism and Antiquities, met with a representative from TripAdvisor, one of the world's leading travel platforms, to discuss enhancing joint cooperation and review the progress of ongoing promotional efforts.
The meeting took place during the Minister’s official visit to London for the inauguration of the "Ramses and the Gold of the Pharaohs" exhibition in its seventh stop, which is scheduled to run through August 30.
Strengthening Strategic Partnerships
During the discussions, Minister Fathy emphasized the importance of the strategic partnership between the Egyptian General Authority for Tourism Promotion (EGATP) and TripAdvisor. He highlighted the commitment to continuing this collaboration while conducting a comprehensive evaluation of the partnership’s first year to maximize its future impact.
The meeting focused on the results of the current promotional campaign, which began on September 1, 2025, and will run until June 30, 2026. This campaign aims to showcase Egypt as a premier destination that seamlessly blends ancient history and civilization with modern experiences, catering to a diverse range of global travelers.
Key Performance Indicators (2025)
Data presented during the meeting showcased a significant upward trend in Egypt’s performance on the platform:
Positive Sentiment: A notable increase in positive user reviews over the past year.
Record Engagement: User interaction with Egypt-related content reached record highs in 2025.
* Competitive Edge: Market analysis revealed a 7% increase in engagement rates for Egypt compared to competing regional markets.
Targeted Global Outreach
The ongoing "Always On" promotional strategy ensures a year-round presence on the platform, with intensified efforts during peak seasons. The campaign specifically targets nine key source markets:
United Kingdom
Germany
Italy
France
United States
Poland
Spain
Netherlands
Turkey
Attendees
The meeting was attended by:
Dr. Ahmed Youssef, CEO of the Egyptian General Authority for Tourism Promotion.
Ms. Rana Gohar, Advisor to the Minister for Communications and External Relations.
Mr. Mohamed Mohsen, Director of the Americas and Iberian Peninsula Unit at EGATP.
Ms. Yasmine Sami, First Secretary at the Egyptian Embassy in the UK.
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