Beyond the pyramids and pharaohs

"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.

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