In preparation for the upcoming “Turathna” Exhibition, Egypt’s Micro, Small, and Medium Enterprise Development Agency (MSMEDA) has launched a specialized training program aimed at equipping artisans and small business owners with modern marketing tools and export strategies. The initiative is part of the Authority’s broader mission to enhance the global competitiveness of Egyptian crafts and heritage-based industries.
The announcement was made by Basil Rahmy, CEO of MSMEDA, who emphasized that raising the skills and capabilities of project owners remains one of the agency’s top priorities—especially in ensuring that they are well-prepared for both domestic and international markets.
Strategic Training in Collaboration with Global Partners
Held in partnership with UN Women, the United Nations Industrial Development Organization (UNIDO), and the Embassy of Canada in Egypt, the training targeted artisans scheduled to exhibit in the upcoming Turathna Exhibition, which is set to take place from October 4–11, 2025, under the patronage of President Abdel Fattah El-Sisi.
More than 100 exhibitors attended the training in person, while hundreds more from across Egypt’s governorates participated online. The course covered advanced topics such as:
- Pricing strategy
- Packaging and product presentation
- Contract negotiation
- Exhibition management
- Digital payments and marketing systems
Representatives from Egypt Post, E-Finance, and leading e-payment organizations also joined the sessions, offering valuable insights on digital transaction tools tailored for small businesses.
Key attendees included:
- Dr. Raafat Abbas and Dr. Mohamed El-Naggar, senior officials at MSMEDA
- Ms. Mervat Alam El-Din, Acting Head of UN Women’s Egypt Office
- Ms. Eman Omran, SME Program Manager at the Canadian Embassy
- Representatives from Egypt Post and E-Finance
Egypt Showcases Crafts at UP International Trade Show 2025 in India
In a parallel move to promote Egyptian craftsmanship globally, a selection of handcraft entrepreneurs supported by MSMEDA participated in the UP International Trade Show (UPITS) in India, held from September 25–29, 2025.
The participation marks a significant milestone in the Authority’s international outreach efforts, enabling Egyptian artisans to:
- Engage with new clients and partners
- Explore export opportunities to the Indian market
- Sign commercial and technical cooperation agreements
- Promote Egyptian heritage brands globally
Rahmy highlighted that the international exposure enhances the positioning of Egyptian products in global markets and showcases the quality of locally-made goods.
The participation is rooted in a Memorandum of Understanding (MoU) signed in December 2024 between MSMEDA and India’s National Small Industries Corporation (NSIC).
A National Push to Empower Egypt’s Creative Economy
The dual strategy—upskilling artisans locally and promoting them internationally—reflects Egypt’s growing emphasis on developing its creative and cultural industries as key drivers of inclusive economic growth, particularly in rural and border regions. With a strong focus on youth and women, MSMEDA’s initiatives are paving the way for thousands of artisans to transform their traditional crafts into scalable, sustainable businesses.
As Egypt prepares to welcome visitors to the Turathna Exhibition in October, these efforts underline the country’s determination to merge cultural preservation with economic innovation—placing heritage at the heart of its development agenda.
