Egypt pitches new experiences to China

Egypt is seeking to attract more Chinese travelers by expanding its tourism offerings beyond its iconic ancient sites, as the two countries mark the 70th anniversary of the establishment of diplomatic relations this year.

A tourism trade roadshow themed "New Egypt, New Paradise" was held at Xiamen Air Carnival Hotel in Beijing's Fengtai district, bringing together tourism industry representatives from China and Egypt.

Khaled Nazmy, ambassador of Egypt to China, attended the event, highlighting the long-standing cultural ties between the two ancient civilizations and the growing potential for tourism exchanges.

"Egypt and China both boast time-honored civilizations, and the ancient Silk Road served as a vital artery connecting the two peoples," Nazmy said.

He noted the recovery of China's outbound tourism market and invited Chinese visitors to explore Egypt's diverse attractions, particularly the Grand Egyptian Museum, which has become a major addition to the country's cultural tourism offerings.

Egypt has in recent years sought to diversify its appeal beyond traditional heritage tours. Alongside archaeological sites and Nile cruises, the country offers Red Sea resorts in Sharm El-Sheikh and Hurghada, hot-air balloon rides over Luxor, cultural experiences in Nubian villages in Aswan, and desert camping and stargazing in the Black and White Deserts.

The Grand Egyptian Museum, premium Nile cultural tourism routes and expanding wellness offerings along the Red Sea are also contributing to a broader tourism portfolio that combines ancient civilization, coastal holidays and desert adventures.

The roadshow was organized by Leader International Tourism Group in cooperation with the Egyptian Tourism Authority and Egypt Air. Leader International Tourism Group also introduced its 2026 Egypt product portfolio and an AI-enabled system designed to assist travel agencies with product inquiries, itinerary planning and other trade services.

The event also marked the launch of the third season of the "Ten Thousand Visitors to Egypt 2026" program, aimed at promoting tourism exchanges between the two countries.