Cairo, September 16, 2026: Ehab Abdel Aal, Board Member of the Egyptian Federation of Tourism Chambers, said Egypt has a strong and diverse tourism product, but needs a more effective marketing strategy to maximize its participation in international travel exhibitions and turn its presence into tangible business deals, new partnerships and increased tourist arrivals.
Speaking to the press from Dubai, Abdel Aal said attendance at the Arabian Travel Market exceeded expectations despite the regional challenges and circumstances surrounding the Gulf region.
He noted that the exhibition has maintained its appeal and ability to attract participants from different international markets, although overall activity appeared relatively lower than in the previous two years.
According to Abdel Aal, Dubai continues to strengthen its position as a major international hub for the global tourism and travel industry.
Dubai Exhibition Goes Beyond the Arab Tourism Market
Abdel Aal stressed that the importance of the Arabian Travel Market goes far beyond attracting tourists from Arab countries.
The event serves as a major meeting point for tourism companies, airlines, marketing firms and industry professionals from Europe, the Middle East and key Asian markets, including India, China, Japan and South Korea.
He said the presence of major international companies and decision-makers in Dubai makes the exhibition a significant business and investment opportunity that should be approached as a platform for signing deals, building partnerships and opening new tourism markets, rather than merely showcasing destinations and tourism products.
“Being Present Is Not Enough”
Abdel Aal said Egypt enjoys a good position at the exhibition, but stressed that simply participating is not enough to achieve the desired results.
“Egypt has a strong and diverse tourism product. The real challenge is how we market it and how effectively we communicate with industry partners and decision-makers in our target markets,” he said.
He emphasized that Egyptian tourism companies and officials should not limit their role to maintaining a presence at the Egyptian pavilion and waiting for visitors or potential partners to approach them.
Instead, he called for a proactive strategy that begins well before international exhibitions open their doors.
This should include identifying priority markets, targeting specific companies, arranging meetings in advance and establishing direct communication with tourism industry leaders.
Such an approach, he said, would transform exhibition days into a series of professional meetings capable of generating partnerships, tourism programs and ultimately more visitors to Egypt.
Call for a Stronger Tourism Promotion Strategy
Abdel Aal called on the Egyptian Tourism Promotion Authority to intensify its engagement with international markets and develop a clear, integrated strategy for managing Egypt’s participation in major global tourism exhibitions.
He also stressed the importance of assigning representatives capable of communicating directly and effectively with international tourism companies and industry decision-makers.
He said the representation of Egypt’s Ministry of Tourism and Antiquities and the Egyptian Tourism Promotion Authority at the Arabian Travel Market should reflect the importance and scale of the event, as well as the weight of the international companies participating.
The ultimate objective, Abdel Aal stressed, should not be merely to record an Egyptian presence at international exhibitions, but to translate that presence into agreements, partnerships, tourism programs and actual bookings.
Egypt’s North Coast: A New Opportunity to Attract Arab Tourists
Abdel Aal also highlighted the Arab tourism market as one of Egypt’s most important growth opportunities in the coming period, particularly as the North Coast gains momentum as a destination capable of attracting more Arab visitors.
For years, Egypt’s tourism offering to Arab travelers has largely focused on Cairo, Sharm El Sheikh and Hurghada.
However, Abdel Aal said the North Coast now represents a new tourism product that could help Egypt reach broader segments of Arab travelers.
He called for greater representation of North Coast hotels, resorts and tourism developments at Arab and international travel exhibitions, giving tour operators and travel companies greater exposure to the destination and helping establish new channels for marketing and selling its tourism products.
Regional Competition for Arab Tourists Intensifies
Abdel Aal warned that competition for Arab tourists is becoming increasingly intense, with several regional destinations stepping up their marketing efforts, particularly Türkiye, Morocco and Tunisia.
He pointed to Türkiye’s strong ability to attract significant numbers of Arab visitors, while Morocco has also recorded notable growth in this segment.
These shifts, he said, create an opportunity for Egypt to expand its share of the Arab tourism market, but they also underline the need for faster and more targeted marketing initiatives tailored to the needs and preferences of individual markets.
Different Digital Campaigns for Different Markets
Abdel Aal called for stronger digital marketing campaigns and greater use of social media platforms to promote Egypt’s tourism destinations.
However, he cautioned against adopting a single promotional campaign for all Arab countries.
Each market has its own characteristics, consumer behavior, interests and target segments, he explained. Promotional messages should therefore be designed according to the specific preferences and travel patterns of tourists in each country.
Abdel Aal concluded that Dubai has evolved into an international meeting point for leading travel companies, airlines, tourism operators and marketing firms, giving Egypt an opportunity to reach markets extending beyond the Arab region to Europe and the Far East.
He stressed that the success of Egypt’s participation in international tourism exhibitions should ultimately be measured by tangible results — the number of partnerships secured, new markets opened, tourism programs developed and additional visitors attracted to Egypt.