Egyptian tourism pushes diversified packages to capture Italian market

Egypt's tourism minister Sherif Fathi announced in Rome that Italy remains one of the country's key European markets. He noted that Italian visitors are increasingly seeking varied experiences beyond the traditional Red Sea beach holidays, adding destinations such as Luxor, Cairo, Alexandria, the Mediterranean coast and major archaeological sites to their itineraries.

Fathi said the main hurdle to further growth is the rising cost of air travel, driven by higher fuel prices and inflation, rather than security concerns. Egypt recorded roughly 19 million tourists last year and expects additional growth, especially in the upcoming winter season, hoping that flight costs will ease.

The ministry introduced a new promotional concept called “Unmatched Diversity,” aiming to combine sea, culture, archaeology, Nile cruises, desert, religious and adventure tourism in single trips. It will work with Italian tour operators and focus on improving accommodation standards, including digital platform certifications, to ensure quality and safety. The initiative also seeks to simplify entry procedures and leverage the Egyptian community in Italy as a cultural bridge.