Friday February 13, 2026 – 11:16 AM
The Ministry of Tourism and Antiquities, represented by the Egyptian General Authority for Tourism Promotion, participated in the International Tourism Exhibition BIT 2026, which was held in Milan, Italy, as part of the Ministry’s efforts to diversify the markets exporting tourism to Egypt and its keenness to participate in important international tourism exhibitions and events to promote the Egyptian tourist destination in a way that contributes to increasing incoming tourist flows to it.
The Egyptian pavilion was opened by Ambassador Walid Othman, Egypt’s Consul General in Milan, and Ismail Amer, Director General of the General Administration of External Offices at the Egyptian General Authority for Tourism Promotion, in the presence of Sherine Samir, the Italian market official in the General Administration of Foreign Offices at the Egyptian General Authority for Tourism Promotion, and engineer Nadia Hossam El Din, member of the General Administration of Exhibitions and Events at the Egyptian General Authority for Tourism Promotion and supervisor of the design of the Egyptian Pavilion.
Tourism participates in the BIT 2026 International Tourism Exhibition in Milan, Italy
For his part, Dr. Ahmed Youssef, CEO of the Egyptian General Authority for Tourism Promotion, pointed out that the Italian market is one of the most important markets exporting tourism to Egypt, and has witnessed a noticeable boom in the number of tourists arriving from it to the Egyptian destination during the year 2025 compared to 2024, with expectations that this growth will continue steadily during the current year, stressing the authority’s keenness to participate, on an ongoing basis, in the BIT exhibition, especially since it is considered one of the most important tourism exhibitions in the Italian market, which is a good opportunity to meet the public. Exhibition visitors and professional partners, including tour operators and decision-makers in the tourism sector, to exchange visions and ideas in a way that contributes to attracting more tourist traffic coming from this important tourism market.
During participation in the exhibition, Ismail Amer held a number of professional meetings with representatives of the Italian Federation of Tourism Companies, Fiavet, and a number of major tour operators, representatives of tourism companies, and major online booking sites, during which ways to enhance cooperation during the coming period and action plans to promote the diverse tourist destinations, styles, and products enjoyed by the Egyptian tourist destination were discussed, in addition to listening to their opinions to increase incoming tourist flows from the Italian market to Egypt. The most prominent developments witnessed by the tourism sector in the Italian market and trends were also learned. Italian tourists.
During these meetings, light was also shed on tourism patterns and products in Egyptian destinations, especially new ones, as well as tourist destinations that the state seeks to place on the Italian tourism map, including the North Coast region and the new city of El Alamein, in addition to talking about the Grand Egyptian Museum, one of the major national projects that was opened last November, and the itinerary of the Holy Family’s journey in Egypt.
In the context of enhancing Egyptian participation in the exhibition and shedding more light on the Egyptian pavilion to attract visitors to the exhibition to visit it; Advertisements were broadcast in the corridors leading to the entrance to the hall in which the Egyptian Pavilion is located, in addition to placing an advertisement at the main southern gate of the exhibition highlighting the various tourist destinations in the Egyptian destination.
It is worth noting that the authority participated in the BIT exhibition this year with a pavilion of 120 square meters, which was designed in the Pharaonic style with a modern touch. It was equipped with large display screens to show promotional films about various tourist destinations. The exhibition, in its current session, witnessed a large turnout from hotel establishments and Egyptian tourism companies, as 5 tourism companies, 4 hotel establishments, and an airline participated in the Egyptian pavilion.
