Ahead of its official opening, Egypt’s tourism campaign is making a bold statement at the International Tourism Exchange (ITB) in Berlin, one of the world’s largest and most influential tourism trade shows. With Messe Berlin now adorned with the country’s promotional material, Egypt is showcasing its unique and diverse tourism offerings under the theme: “Egypt… Unmatched Tourism Diversity.”
The entrances of Messe Berlin, the exhibition venue, are lined with striking images of Egypt’s top tourist destinations, including the soon-to-be-completed Grand Egyptian Museum, which is slated for its grand opening on July 3. The streets surrounding the venue are equally adorned with visuals of Egypt’s sun-kissed beaches, clear waters, and historic landmarks, all accompanied by the national flag fluttering proudly among those of other countries.
This strategic campaign, launched by the Egyptian General Authority for Tourism Promotion, is designed to attract global attention to Egypt’s varied and rich tourism landscape, emphasizing both the country’s cultural treasures and modern attractions.
The Egyptian pavilion at ITB Berlin is a centerpiece of the country’s efforts, spanning 1,500 square meters and featuring 118 exhibitors, including 47 travel companies, 67 hotels, and 3 airlines. The pavilion also includes a dedicated section for the Cultural Tourism Preservation Association. Notably, the pavilion is designed to resemble an ancient Egyptian temple, with large screens displaying films highlighting Egypt’s diverse tourism offerings.
In a move to further immerse visitors in the country’s cultural wealth, the pavilion also features a section dedicated to traditional Egyptian cuisine, providing samples of the nation’s culinary heritage. Folk performances have also been included as part of the cultural experience.
Minister of Tourism and Antiquities, Sherif Fathi, will officially open the Egyptian pavilion today, underscoring the significance of the event. Fathi and other officials hope the exhibition will showcase Egypt’s rich history, modern developments, and potential for future growth in the tourism sector.
ITB Berlin is regarded as one of the most important global tourism fairs, attracting industry professionals, policymakers, and decision-makers from across the globe. Egypt’s participation at this year’s event underscores the country’s continued focus on tourism as a key economic driver, especially as the world emerges from the pandemic and looks to resume international travel.
As Egypt ramps up its efforts to bolster tourism, officials are confident that the event will not only raise the profile of the country’s diverse tourism destinations but also strengthen its position as a key player in the global tourism market. With ambitious projects like the Grand Egyptian Museum and ongoing efforts to enhance the country’s infrastructure, Egypt is positioning itself for an influx of visitors in the coming years.
