NEW ADMINISTRATIVE CAPITAL – Mr. Sherif Fathy, Minister of Tourism and Antiquities, chaired the Board of Directors meeting of the Egyptian Tourism Authority (ETA) at the Ministry’s headquarters in the New Administrative Capital.
The meeting opened with a welcome to Mr. Sameh Fawzy, the newly appointed head of the Egyptian Civil Aviation Authority, on joining the board. The Minister also congratulated Dr. Ahmed Youssef, CEO of the ETA, on earning his PhD in Business Administration with a specialization in Marketing.
Strategic Global Outreach
Dr. Ahmed Youssef delivered a comprehensive presentation outlining the results of the promotional plan for the first half of the 2025/2026 fiscal year. The strategy focuses on 23 primary target markets and 25 secondary markets, utilizing both professional (B2B) and consumer-facing (B2C) activities.
Key achievements during this period include:
Participation in 14 international tourism exhibitions.
Launching 77 joint advertising campaigns with major global tour operators.
Organizing 93 familiarization (FAM) trips, hosting 79 international influencers, content creators, and media professionals.
Coordinating 12 tourism roadshows and sponsoring 80 domestic events.
Executing 51 tourism awareness activities alongside the production of diverse promotional content.
Global Accolades and “Unmatched Diversity”
The Ministry, represented by the ETA, secured several prestigious international awards in 2025, reinforcing Egypt’s global standing:
Best Pavilion at WTM London 2025 (the world’s second-largest travel trade show).
Best Pavilion at ITTF Warsaw 2025 (Poland’s premier tourism fair) and the Qatar International Exhibition for Tourism & Travel.
Global Partner for Strategic Destination of the Year at the Trip.com Partners Summit (November 2025).
Best Advertising Campaign of 2025 on the Yandex platform.
Minister Sherif Fathy praised the Authority’s performance, noting that the promotional efforts successfully balanced "quality and quantity." He highlighted that the professional execution has effectively showcased Egypt’s unique offerings under the branding theme: "Unmatched Diversity."
"We are currently working on integrating various tourism products to highlight new offerings and enrich the visitor experience," Minister Fathy stated. "Egypt's tourism image is evolving through sophisticated marketing, ensuring our nation's name is present globally in a manner that reflects its historical stature and enhances its competitiveness."
Aviation Growth and Financial Approval
The Board officially ratified the minutes of the previous meeting and approved the ETA’s final accounts for the 2024/2025 fiscal year.
The meeting also reviewed preliminary indicators for the Aviation Incentive Program during the current winter season. The program has yielded significant growth compared to the previous year:
25% increase in flight frequencies.
24% increase in passenger numbers.
23% increase in seat capacity.
The report noted a surge in arrivals across all Egyptian destinations, with Alamein, Luxor, and Aswan recording the highest growth rates in passenger traffic.
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