As the International Tourism Trade Fair FITUR 2026 officially opens in Madrid, Egypt is making a high-impact return to one of Europe’s most influential travel markets. The Egyptian Ministry of Tourism and Antiquities, through the Egyptian Tourism Promotion Authority (ETPA), has unveiled a large-scale advertising and promotional campaign across Spain aimed at positioning Egypt as a diverse, year-round tourism destination.
Timed to coincide with Egypt’s participation in FITUR 2026—running from January 21 to January 25 at IFEMA Madrid—the two-week campaign is being rolled out under the slogan “Unmatched Diversity.” It highlights the breadth of Egypt’s tourism offerings, from ancient archaeological wonders and world-renowned cultural heritage to luxury resorts, pristine beaches, and immersive recreational experiences.
High-Visibility Advertising Across Madrid and Barcelona
The campaign features a mix of digital and static advertising placed in some of Spain’s most visible public spaces. Large-format visuals promoting Egypt’s key tourist destinations are currently displayed at Madrid-Barajas International Airport, including digital screens and baggage claim areas in major terminals.
In the heart of Madrid, advertising installations have been launched along Calle de Alcalá (Alcalá 101)—one of the capital’s most prominent thoroughfares—while 30 public transport buses wrapped with striking imagery of Egypt’s tourism assets are circulating through the main streets and squares of Madrid and Barcelona, ensuring daily exposure to millions of residents and visitors.
Strategic Focus on the Spanish Market
Tourism and Antiquities Minister Sherif Fathy said the campaign reflects Egypt’s broader strategy to strengthen its presence in key European markets, with Spain identified as a priority source market.
“The selection of advertising locations—Madrid’s international airport, iconic city streets, and public transport networks in Madrid and Barcelona—was carefully designed to maximize reach and direct engagement with the Spanish public,” Fathy said. “Our goal is to reinforce Egypt’s positive image as a safe, diverse, and competitive tourism destination.”
He added that the ministry continues to invest in innovative, data-driven marketing tools aligned with global tourism trends, translating Egypt’s unique tourism potential into tangible growth in visitor numbers.
Promoting Egypt’s Tourism Diversity at FITUR 2026
Dr. Ahmed Youssef, CEO of the Egyptian Tourism Promotion Authority, emphasized that the campaign focuses on showcasing distinctive travel experiences available across Egypt.
“From ancient monuments and museums to Red Sea resorts, desert adventures, and cultural city breaks, Egypt offers an exceptional variety of experiences,” Youssef said. “This campaign is designed to inspire Spanish travelers and strengthen Egypt’s positioning as a preferred destination in Europe.”
Within the FITUR exhibition itself, Egypt has implemented an extensive promotional presence. Visual advertising includes multiple 10-second promotional videos displayed on the giant main screen at the South Entrance of IFEMA, as well as on digital screens at both the North and South exhibitor registration entrances. Additional videos are showcased on four-sided digital columns at the entrances to exhibition halls, alongside a three-meter-high static advertisement facing the archaeological replica museum organized by the ministry at the venue.
Partnerships with Leading Spanish Tour Operators
According to Suzan Mostafa, Head of the Central Administration for Tourism Marketing at ETPA, the campaign also extends beyond FITUR through strategic partnerships with major Spanish tour operators. These include joint advertising campaigns with Avoris and Sama Travel, with a forthcoming collaboration agreed upon with El Corte Inglés Viajes.
Meanwhile, Hind Radwan, ETPA’s Spain Market Manager, noted that Egypt has intensified its professional and trade-focused marketing efforts in Spain. These include tourism roadshows held in five Spanish cities last December in cooperation with Avoris, as well as ongoing B2B advertising, familiarization trips for Spanish travel agents, and targeted outreach to showcase Egypt’s tourism richness.
FITUR: A Global Platform for Tourism Growth
FITUR remains one of the world’s most influential tourism exhibitions, bringing together industry leaders, tour operators, airlines, and destinations from across the globe. Egypt’s robust participation in FITUR 2026 underscores its commitment to building strategic partnerships, expanding its footprint in European markets, and driving sustainable growth in inbound tourism.
As Spain continues to rank among Egypt’s key European source markets, the campaign signals Cairo’s intent to convert visibility into visitation—positioning Egypt not only as a destination of history, but as a modern tourism hub offering unparalleled diversity.
