Tourism and Antiquities Minister Sherif Fathy during his meeting with journalists explained that Egypt welcomed nine million tourists in the 1st half of 2026 – up to June 30 – achieving growth of approximately three percent compared to the same period last year, despite the challenges witnessed in April/May due to regional developments.
He affirmed that Egypt is implementing a comprehensive strategy to reshape its position on the global tourism map.
This strategy is based on unparalleled tourism diversity, offering an authentic Egyptian tourism experience, and a gradual shift towards luxury tourism, he explained.
Fathy emphasized this has become the foundation upon which all external promotional campaigns are built, aiming to establish a new, lasting image of Egypt as a tourist destination for years to come, rather than simply implementing temporary advertising campaigns to improve the general impression.
The government acted early to maintain air traffic through incentive programs for airlines, discounts on ground services, and linking incentives to increased seat capacity, which contributed to continued tourism growth.
Fathy added that the World Tourism Organization praised Egypt’s performance as among the best globally in dealing with regional developments.
The ministry frequently seeks to highlight Egypt’s unique diversity, which encompasses cultural, beach, ecotourism, safari and adventure tourism, and spiritual tourism, while also focusing on authentic tourism experiences that allow tourists to immerse themselves in Egyptian life, sample local cuisine, and interact with the community, rather than simply staying in hotels.
Competitive advantage
The minister affirmed that the shift towards luxury tourism does not mean abandoning Egypt’s competitive advantage in offering the best value for money.
Instead it seeks to raise up the quality of the tourism product by establishing new, high-end facilities and encouraging existing luxury hotels to price their services in line with their true value in light of increased demand.
He pointed out that the official average tourist spending of $94 per day no longer reflects the current reality, as it is based on a field survey conducted after the Ukrainian crisis.
Internal estimates, however, indicate an increase in average spending of between 30 and 40 percent, Fathy said, noting that the ministry is currently conducting a new field survey to announce the official figures.
The minister rejected criticisms leveled at the all-inclusive system, asserting that it is one of the most successful models implemented in beach destinations globally and has contributed to increased occupancy rates and higher average spending.
He argued that much of the criticism is based on outdated information that does not reflect the current market conditions.
Fathy called for an end to exaggerating isolated incidents that may occur in any tourist destination, urging a focus instead on the unique elements that distinguish Egypt and make it offer a distinct experience unmatched by any other destination.
Edited translation from Al-Masry Al-Youm
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