Monday, 25 May 2026
Egypt showcases tourism diversity at ITB China 2025 in Shanghai
Egypt’s Ministry of Tourism and Antiquities, represented by the Egyptian Tourism Promotion Authority, is participating in ITB China 2025—one of the world’s leading travel industry exhibitions—taking place in Shanghai from May 27 to May 29.
Mr. Sherif Fathy, Egypt’s Minister of Tourism and Antiquities, emphasized the importance of participating in international tourism exhibitions, especially in target markets.
“Events like ITB China are vital for promoting Egypt’s diverse tourism products and connecting with decision-makers, tour operators, and tourism officials from around the globe," he said.
“Such opportunities help strengthen partnerships and showcase Egypt’s tourism diversity in line with our strategy to reach new markets."
The Egyptian pavilion was officially opened by Consul Mohamed Raslan, Egypt’s Consul in Shanghai, and Engineer Ahmed Youssef, Assistant Minister of Tourism and Antiquities for Strategic Affairs and Acting CEO of the Egyptian Tourism Promotion Authority, alongside key officials from the authority.
Engineer Ahmed Youssef highlighted that China remains a priority market for Egyptian tourism, noting a remarkable growth of over 60% in Chinese visitors to Egypt in 2024 compared to the previous year. “This exhibition offers a unique chance to attract further Chinese travellers, spotlight Egypt’s varied destinations and tourism experiences, and keep up-to-date with Chinese travel trends and visitor preferences,” he added.
This year, Egypt is also using ITB China to promote the long-awaited opening of the Grand Egyptian Museum. Promotions include full-page ads in the exhibition catalog, digital campaigns on the ITB China website, and prominent displays at the entrance to the convention.
On the opening day, Youssef took part in "C-Talks"—a series of high-level roundtable sessions with leading Chinese travel executives and global tourism decision-makers to discuss strategies and opportunities for the Chinese outbound market.
He also held strategic meetings with executives from Ctrip, China’s largest multi-language travel service platform, and leading companies specializing in digital tourism marketing, social media, and aviation. These discussions focused on strengthening cooperation to boost Egypt’s brand in China, utilizing popular digital platforms like WeChat and Ctrip, and organizing joint promotional campaigns and familiarization trips.
In a round of media interviews, Egypt’s tourism leaders shared the country’s vision for tapping into the vast Chinese market. They outlined Egypt’s multi-pronged digital promotion strategy, leveraging a variety of ad formats and channels to reach a wide audience and create meaningful engagement.
This year, the Egyptian pavilion spans 117 square meters and includes 15 exhibitors representing Egyptian hotels and travel agencies.
ITB China 2025 brings together over 700 exhibitors from more than 90 countries and welcomes over 1,200 Chinese buyers and travel professionals, marking a dynamic platform for cross-cultural connection, business development, and tourism innovation.