As part of the efforts of the Ministry of Tourism and Antiquities to attract more tourist traffic coming from the Chinese market to the Egyptian tourist destination, the Ministry, represented by the Egyptian General Authority for Tourism Promotion, participated in the ITB China International Tourism Exhibition 2026, in Shanghai, People's Republic of China.
This exhibition is one of the most important tourism exhibitions specialized in the Chinese market. This year, exhibitors from more than 50 countries around the world participated in it, in addition to a number of the most important tour operators and those concerned with the tourism sector in China and electronic booking platforms.
The Egyptian Pavilion was opened by Ms. Maha Al-Anani, Deputy Consul General of Egypt in Shanghai, in the presence of a delegation from the Egyptian General Authority for Tourism Promotion, which included Ms. Basma Ezzat, responsible for the China file in the General Administration of Foreign Offices of the Authority, and Engineer Abdel Halim Yahya, member of the General Administration of Exhibitions and Events of the Authority.
Dr. Ahmed Youssef, CEO of the Authority, explained that participation in this exhibition comes within the framework of keenness to enhance direct communication with tour operators in the Chinese market, especially in light of operating direct flights between Cairo and 6 Chinese cities.
He added that in this context, a group of promotional activities are currently being implemented in the Chinese market, the most important of which are the implementation of joint promotional campaigns and promotional sessions on the Egyptian tourism product via the Internet, in which representatives of tourism companies participate and during which promotional videos are shown on the diversity of the Egyptian tourism product and tourism programs.
During participation in the exhibition, the Authority's delegation gave a presentation on the diverse and unique tourism components, products and styles enjoyed by the Egyptian tourist destination, which meet the tastes and interests of various tourists, especially Chinese tourists. A number of professional meetings were also held with a group of tour operators, as well as representatives of electronic travel services platforms such as Tongcheng, Mietuan, and Trip.com, where ways of cooperation were discussed during the next fiscal year in a way that contributes to driving more incoming tourism from the Chinese market.
It is worth noting that the Authority participated in the exhibition this year with a pavilion designed in the form of a Pharaonic temple that includes screens to display promotional films about the Egyptian tourist destination. Its area is 171 square meters, an increase of 54 square meters over last year, and it includes 19 exhibitors representing Egyptian companies and hotels operating in the Chinese market.
source: Official page of the Ministry of Tourism and Antiquities
