The Ministry of Tourism and Antiquities is participating in the ITB China 2026 International Tourism Exhibition in the People's Republic of China

 As part of its continuous efforts to draw more international visitors from China to its historical and cultural destinations, Egypt's Ministry of Tourism and Antiquities—represented by the Egyptian Tourism Promotion Board (ETPB)—took part in the prominent ITB China 2026 international travel trade exhibition in Shanghai, China.

This major event stands as one of the premier specialized tourism exhibitions for the Chinese market. The 2026 edition hosted diverse international exhibitors spanning more than 50 nations alongside top-tier Chinese tour operators, global industry experts, and popular digital booking networks looking to promote comprehensive Egypt travel packages.

The official opening of the Egyptian pavilion was led by Ms. Maha El-Anany, Egypt's Deputy Consul General in Shanghai. She was accompanied by an official ETPB delegation that included Ms. Basma Ezzat, China Desk Officer at the General Administration of Foreign Offices, and Eng. Abdel Halim Yehia, representing the General Administration of Exhibitions and Events.

Dr. Ahmed Youssef, the Chief Executive Officer of the ETPB, emphasized that joining this exhibition aligns with Egypt's broader strategy to maximize direct engagement with major Chinese trip planners. This is particularly effective given the current network of direct flights connecting Cairo with six major metropolitan cities across China, making it easier than ever to book customized Egypt tours.

He further noted that a diverse suite of digital and physical promotional initiatives is currently rolling out in China. These initiatives center around collaborative marketing campaigns and interactive online webinars designed for corporate travel agency representatives. During these digital sessions, the ETPB showcases immersive videos highlighting the incredible variety of historical landmarks included in traditional Egypt classic tours and modern vacation programs.

Throughout the exhibition days, the Egyptian delegation delivered a detailed presentation exploring the country's unique geographical, cultural, and experiential assets. They emphasized how the destination caters specifically to the unique tastes and travel preferences of Chinese visitors, whether they are looking for comprehensive cross-country itineraries or a specific 15-day Egypt vacation during Christmas.

The delegation successfully conducted high-level business meetings with leading tour organizers and major digital booking giants, including Tongcheng, Meituan, and Trip.com. The discussions focused on establishing mutual cooperation for the upcoming fiscal year to drive significantly higher traveler traffic from China to Egypt. Many of these digital operators expressed strong interest in promoting seasonal itineraries, ranging from an immersive 10-day Christmas tour in Egypt to a highly organized 12 Days Christmas Holiday to Cairo, White desert with Nile Cruise.

To captivate winter holidaymakers, the delegation highlighted specialized seasonal offerings, including the shorter 2-Days Christmas Tour from Cairo to Fayoum Oasis for desert enthusiasts, alongside premium long-stay options like the 15 Days Egypt at Christmas tour and new year holiday package. They also emphasized that for families seeking cultural depth, a 10 days unforgettable Egypt Christmas tour provides the perfect balance of history and festivity.

The ETPB’s pavilion at this year’s exhibition was beautifully crafted in the architectural style of a Pharaonic temple, equipped with large digital displays broadcasting promotional films about Egypt's landmarks. The physical pavilion expanded to 171 square meters—an increase of 54 square meters over the prior year—and served as a professional hub for 19 distinct exhibitors representing top-tier Egyptian hospitality brands and travel companies operating directly within the Chinese marketplace.