By Paul Hsin

SHANGHAI—"China is an extremely important market. We warmly welcome Chinese tourists to Egypt, and we're focused on developing travel products tailored to their preferences—personalized, accessible, and diverse,” said Ahmed Youssef, Chairman of the Egyptian Tourism Authority, at the 2025 ITB Shanghai travel trade show on May 27.

At the event, the Egyptian Tourism Authority spotlighted the highly anticipated Grand Egyptian Museum, set to officially open on July 32025. Located near Cairo’s iconic Giza Pyramids, the museum will house more than 100000 artifacts, including the entire collection from King Tutankhamun’s tomb—presented together for the first time in one location.

“The Grand Egyptian Museum is not just a symbol of our ancient heritage. It’s a statement about our vision for the future. It positions Egypt as a global cultural leader,” Youssef emphasized.

Chinese Tourist Arrivals to Egypt Continue to Rise

In 2024, Egypt welcomed 370000 Chinese tourists, a 60% increase from the previous year, making China one of Egypt’s most promising inbound markets. For Egypt, these figures represent more than just a statistical uptick—they signal a rare opportunity for cultural resonance.

“China and Egypt are two of the world’s oldest civilizations, with many shared values. Our countries enjoy close ties in economics and politics, and we hope tourism can further reflect that deep relationship,” Youssef told Asian Business Online in an exclusive interview.

For many Chinese travelers, Egypt has long been a dream destination—but one complicated by long-haul flights and stringent visa policies. That’s now changing rapidly.

In 2023, Egypt introduced a visa-on-arrival policy for Chinese tourists, requiring only $25 fee upon entry. The result was immediate: 230000 Chinese visitors arrived in 2023, a 250% year-on-year surge.

Direct air connectivity has also improved significantly. As of now, there are 33 weekly direct flights from six major Chinese cities—Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, and Hangzhou—to Cairo, operated by both EgyptAir and China’s four major carriers.

The World's Largest Archaeological Museum

For museum enthusiasts—and anyone fascinated by ancient Egyptian history—the Grand Egyptian Museum is shaping up to be a must-see destination.

At the ITB event, officials described the museum as a flagship cultural site for Egypt’s tourism revival. Combining massive architectural scale with immersive digital technology and a bold cultural vision, the museum attracted more than 5000 daily visitors during its soft-opening phase in 2024. With its full opening, it's expected to become a global tourism landmark.

“The Grand Egyptian Museum will be the largest museum in the world, featuring more than 100,000 artifacts. And it’s right next to the pyramids. We hope it offers a truly unforgettable experience for all our visitors,” Youssef told Asian Business Online.

Beyond the Pyramids: A Broader Egypt Beckons

For many Chinese tourists, Egypt is still synonymous with the Pyramids, the Sphinx, and the temples of Luxor. But Egyptian officials are keen to expand that image.

“I want to promote lesser-known destinations to Chinese travelers. Everyone knows the pyramids and the museum, but Egypt has many hidden gems. We want tourists to discover the full breadth of our ancient civilization,” Youssef said.

To that end, Egypt has rolled out new tourism offerings, including MICE tourism (Meetings, Incentives, Conferences, and Exhibitions), luxury travel, and eco-tourism. Youssef highlighted the Red Sea coast, home to a range of high-end resorts catering to families, diving enthusiasts, and wellness seekers. Destinations like Siwa Oasis, Aswan, Egypt’s Western Desert, and parts of the Mediterranean coastline are also gaining popularity as wellness retreats.

“Our presence at ITB Shanghai is a clear signal of Egypt’s commitment to the Chinese market. Beyond this event, we’ll be hosting roadshows across multiple Chinese cities to better understand the market and develop a comprehensive strategy,” Youssef noted.

He also revealed that Egypt’s delegation held strategic meetings at ITB Shanghai with Chinese travel agencies, airlines, and media partners to discuss joint marketing efforts and long-term cooperation plans.