Egypt celebrated a strong tourism season during a period of regional instability, with officials reporting that French visitor numbers increased by 16 percent through early September. Sherif Fathy, Egypt’s Minister of Tourism and Antiquities, presented the results at the IFTM Porte de Versailles trade show, noting that the country’s diverse offerings, including archaeology, beach resorts, and Nile cruises, helped it stand out compared to neighbors facing conflict.
The Grand Egyptian Museum (GEM), which opened its doors in November, serves as a central draw for international visitors. The facility, located in Cairo, houses the largest collection of Pharaonic artifacts in the world. Minister Fathy stated that between November 2025 and late August 2026, the GEM welcomed 3.5 million visitors. He expects the annual total to reach 5 million by the end of the 2026 fiscal year.
Attendance at the site is so high that officials have implemented a strict cap of 15,000 people per day to manage crowds. This influx has significantly boosted the length of stays for tourists, many of whom combine trips to Luxor or Red Sea resorts with a day trip to the capital to see the museum and the Pyramids. The minister noted that visitors are drawn to specific masterpieces, such as the colossal statue of Ramses II, which welcomes guests immediately upon entering the main hall.
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Marketing Shifts and Future Growth
The minister projects that winter bookings are already promising across all sectors, from archaeological sites to desert excursions. He cites the recent opening of new museums and an upcoming solar eclipse in August 2027 as factors that will likely continue to drive interest. The event is set to be visible for six minutes in Luxor and other southern locations, providing a unique event-based attraction for travelers. Additionally, Fathy emphasized that Egypt’s reputation as a safe, peaceful nation actively promotes mediation in the region, distinguishing it from other destinations.
After this summer’s success in a depressing regional context, reservations for the coming winter look promising across all sectors, including balneary areas, archaeological sites, and deserts. The minister attributes the growth to a shift in marketing strategy marked by increased use of AI and social networks. This strategy highlights the diversity of the offer and emphasizes living experiences on-site. Collaborative actions with tour operators and airlines have also played a role.
Fathy is convinced Egypt can improve further in the French market, aiming to pass from 500,000 to 1 million tourists. He noted that there are products for all tourist categories, from budget stays to an increasingly important luxury offer with attractive prices. This includes the growing number of high-end hotels opened by major international brands like Accor, where Fathy plans to meet with CEO Sébastien Bazin.