"China is a strategic market for Egypt, and these road shows mark an important step in deepening our engagement with Chinese travel partners," says Ahmed Youssef, CEO of the Egyptian Tourism Authority.

"With the opening of the Grand Egyptian Museum and the introduction of new, diverse tourism products, Egypt is entering a new era."

He adds that through the road shows, Egypt "looks forward to building stronger partnerships and welcoming more Chinese travelers to experience Egypt's heritage, culture, and hospitality".

A central message of Egypt's new campaign is the country's expanded appeal.

Moving beyond the classic image of pyramids and pharaohs, Egyptian authorities are highlighting a wide array of travel experiences designed to cater to modern tourist preferences.

"Egypt is not only the land of history," emphasizes Bassma Ezzat, director of the Asia and Pacific Unit at the ETA.

It offers Nile cruises, sandy beaches, diving and water sports, eco-friendly and adventure activities, she adds.

Ezzat highlights Egypt's geographical diversity at the Beijing road show, where she recommends cultural journeys along the Nile, luxury resorts on the Red Sea, Mediterranean coastlines, desert safaris, and wellness retreats.

This strategy aligns with a national plan to enhance tourism through sustainable growth, improved infrastructure, and higher-quality services, including significant upgrades to airports and digital visitor systems, according to the ETA.

The promotional drive arrives as interest in Egypt among Chinese travelers shows significant growth. Industry experts in China note a positive shift in the destination's appeal.

Chinese tourist arrivals to Egypt increased by 60.7 percent year-on-year in 2024, and the growth momentum has continued, the ETA reports.