Egypt is looking to woo more Chinese tourists by emphasizing that it is more than just a land of antiquity, Yang Feiyue reports.

While the global tourism industry charts a cautious path to recovery, Egypt is making a bold and calculated pivot eastward.

This January, it launched a concerted charm offensive across China to attract tourists, marked by a series of high-level road shows across major Chinese cities.

The initiative underscores Egypt's strategic focus on the Chinese outbound travel market and aims to promote a refreshed and diversified portfolio of experiences beyond its iconic ancient wonders.

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The Egyptian Tourism Authority is spearheading this push with events in Beijing, Shanghai, and Guangzhou in Guangdong province. These road shows are intended to develop direct partnerships with Chinese travel agencies, tour operators, and media, facilitating collaboration on tailored travel products and marketing strategies, according to the tourism authority.

"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.

"From the latter half of 2025, interest in Egypt has clearly turned positive, with a noticeable increase in traveler attention," observes Li Mengran, marketing manager at Utour, a major Beijing-based travel agency.

"We predict significant growth for the Egyptian travel market this year."

Li attributes this rising popularity to several factors: the convenience of visa-on-arrival, effective promotions through media and cultural programs, and a growing desire for diverse travel experiences.

In response, Chinese travel companies are expanding their Egyptian offerings to include Nile cruises, multi-country tours combining Egypt and Jordan, and premium leisure products focused on Red Sea resorts, Li adds.

Supporting this broader appeal is the recent opening of a monumental new attraction: the Grand Egyptian Museum. Inaugurated in November 2025 near the Pyramids of Giza, the museum is now one of the world's largest dedicated to a single civilization.

Housing over 57,000 artifacts, including the complete collection of King Tutankhamun's treasures displayed together for the first time, the museum is positioned as a transformative cultural destination.

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It serves not just as an exhibition space but as a comprehensive visitor experience with advanced facilities, the ETA states.

"This museum is designed to be much more than a place to display artifacts. It is a vibrant cultural hub that connects the past with the future," explains Ezzat.

For the Chinese market, which highly values deep cultural engagement, the Egyptian authority believes the museum provides a powerful new centerpiece for itineraries, encouraging longer stays and premium travel packages.

The ETA says that it seeks to work closely with the Chinese travel industry to co-create products that resonate with Chinese tourists' preferences for unique, comfortable, and shareable experiences.

With improved air connectivity, including more than 30 direct weekly flights between Cairo and six major Chinese cities, and a simplified visa process, Egypt is streamlining access to position itself as a must-visit destination for Chinese travelers seeking a blend of ancient history and modern luxury.

Contact the writer at yangfeiyue@chinadaily.com.cn