Egypt is taking center stage at the TTG Travel Experience 2025, Italy’s premier international tourism exhibition, as part of a broader strategy to diversify its inbound tourism markets and strengthen ties with the Italian travel industry.
Representing the Ministry of Tourism and Antiquities, the Egyptian Tourism Promotion Authority officially opened its pavilion at the fair, which runs in Rimini from October 9 to 11. Eng. Ahmed Youssef, Assistant Minister for Strategic Affairs and Acting CEO of the Authority, inaugurated the booth alongside Mr. Walid Osman, Egypt’s Consul in Milan, and Mr. Mohamed Fawzy, head of the Italian market portfolio at the Authority’s international offices department.
Nearly 50% Surge in Half 1 of 2025
Eng. Youssef emphasized the importance of the Italian market, describing it as one of Egypt’s top-performing sources of inbound tourism. In the first six months of 2025, Egypt recorded a 49% increase in Italian tourist arrivals compared to the same period last year—a strong sign of post-pandemic recovery and demand.
“Our participation in TTG Travel Experience reflects our commitment to deepening connections with Italian partners and showcasing Egypt’s evolving tourism landscape,” said Youssef.
He stressed that Egypt’s consistent presence at TTG—a staple on the Italian tourism calendar—creates opportunities to engage directly with travelers, tour operators, and industry decision-makers.
Promoting New Destinations and Travel Trends
Throughout the event, Egypt’s delegation held a series of high-level meetings with major tour operators, travel media, and tourism companies in the Italian market. Discussions focused on strengthening collaboration, launching new marketing campaigns, and responding to emerging travel preferences among Italian tourists.
Youssef highlighted new areas the government aims to put on the global tourism map, including:
- The North Coast and New Alamein
- The Grand Egyptian Museum (GEM), slated to open on November 1, 2025
These destinations represent Egypt’s strategic push to diversify its tourism offerings beyond traditional historical and beach resorts.
He also underscored the country’s growing portfolio of thematic tourism products, such as wellness tourism, eco-travel, cultural festivals, and adventure experiences, all designed to appeal to modern, experience-driven travelers.
A Bold Egyptian Presence at TTG 2025
This year, Egypt’s pavilion spans 220 square meters and blends pharaonic design elements with a modern flair, creating an immersive environment for visitors. Large video screens showcase promotional films of Egypt’s diverse destinations, while fixed advertisements appear both within the exhibition and at Rimini’s central train station.
The Egyptian delegation includes a strong presence from the private sector, with 12 tour operators and 13 hotel groups participating under the national banner—demonstrating strong interest in growing the Italian market share.
TTG: Italy’s Leading Travel Trade Show
Now in its 62nd edition, TTG Travel Experience is the largest and most influential travel and tourism event in Italy. Organized by the Italian Exhibition Group, and supported by the City of Rimini, the Italian Ministry of Tourism, and the Italian Federation of Travel and Tourism Enterprises (Fiavet), the show attracts key players from across the global tourism industry.
Organizers expect over 70,000 visitors at this year’s event—tourism professionals, decision-makers, and media representatives from across Europe and beyond.
Egypt Reinforces Its Global Tourism Comeback
Egypt’s participation at TTG 2025 underlines its wider strategy to boost international arrivals, engage with targeted source markets, and position new destinations in the minds of travelers. With rising demand, expanded offerings, and new infrastructure like the Grand Egyptian Museum, Egypt is aiming not just to recover—but to lead.
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