Minister of Tourism and Antiquities Discusses Enhancing Joint Cooperation with Head of Italian Association of Tour Operators (ASTOI)

Concluding his current official visit to the Italian capital, Rome, and the city of Milan, the Egyptian Minister of Tourism and Antiquities, Mr. Sherif Fathy, met with Mr. Pier Ezhaya, President of the Italian Association of Tour Operators (ASTOI). The official visit featured a series of extensive professional meetings with key tour operators and airlines operating in the Italian market to discuss boosting inbound tourism to Egypt in the coming period.

At the outset of the meeting, Mr. Sherif Fathy emphasized the Ministry of Tourism and Antiquities' commitment to continuing collaboration with its tour operator partners across all markets, including Italy, to enhance inbound tourist traffic and increase the number of Italian visitors. He noted that the Italian market is one of the most vital European source markets for Egypt, having achieved a 15% growth rate from the beginning of 2026 until the first week of June compared to the same period last year, despite regional challenges. The Minister pointed out that Italian tourists currently frequent numerous Egyptian destinations, primarily the Red Sea, Luxor, and Aswan, alongside a notable increase in the number of individual tourists organizing independent trips from Italy.

The meeting tackled ways to strengthen cooperation between the Egyptian Tourism Promotion Authority (ETPA) and Italian tour operators through joint promotional campaigns, hosting Italian influencers, and organizing familiarization (FAM) trips for travel agency representatives and Italian media outlets. These efforts aim to further introduce the Egyptian tourist destination and highlight the development and diversity of its products and travel patterns.

The Minister reviewed the ministry’s current strategic vision, which focuses on highlighting Egypt's tourism diversity. He indicated that the tourism experience now combines multiple products within a single itinerary, which helps offer new experiences to tourists, attract diverse visitor segments, and encourage repeat visits to Egypt.

In this context, he highlighted travel programs that begin at Sphinx International Airport, including visits to the Giza Pyramids area and the Grand Egyptian Museum (GEM), followed by a trip to the city of Alexandria to explore its tourist and archaeological landmarks, leading up to the North Coast, reflecting the vast diversity of Egyptian destinations.

The Minister also invited Italian tour operators to expand their promotion of new Egyptian tourism products and market multi-experience itineraries to attract new segments of Italian tourists to Egypt.

Furthermore, Mr. Sherif Fathy touched upon the state's plans to develop Egyptian airport infrastructure, including Alamein International Airport and the construction of a new terminal at Cairo International Airport, to accommodate the anticipated growth in tourism traffic.

The Minister asserted that the Egyptian tourist destination has come to attract various tourist segments, pointing to the remarkable growth in high-spending tourists interested in luxury tourism products and experiences.

Additionally, he reviewed state efforts to develop the road network linking various tourist destinations, including the highway connecting Marsa Alam and Luxor, which facilitates tourist movement between different cities.

He also noted that the Akhenaten Museum project in Minya Governorate is nearing completion, which will serve as a significant addition to Nile cruise itineraries, especially with a dedicated marina to receive these cruises nearby.

For his part, Mr. Pier Ezhaya praised the continuous and fruitful cooperation between the association and the Egyptian Tourism Promotion Authority.

He mentioned that many Italian tour operators look forward to increasing domestic flights between Cairo and Marsa Alam due to the high demand this specific itinerary enjoys among Italian tourists. He noted that the cities of Marsa Alam and El Alamein have become two of the most popular Egyptian destinations for Italian tourists during the current period.

The ASTOI President concluded by emphasizing that the Egyptian tourism sector has consistently proven over the past years its great resilience to overcome crises, recover rapidly, and restore growth rates within short timeframes.