Egypt is currently navigating a high-velocity growth phase aiming to attract 30 million tourists by 2028, with a strategy to double airline and hotel capacities. Ahmed Youssef, CEO, Egyptian Tourism Authority, is the architect of an ambitious roadmap targeting 30 million tourists by 2028.
For Youssef, this figure is a floor rather than a ceiling. ”The sky is the limit,” he tells TTN’s Publishing Director Kim Thomson on ground at ITB Berlin 2026, noting that for the first time in his career, demand for Egypt across airlines and hotels is officially outstripping supply.
GCC-Saudi partnership
The Middle East remains a critical engine for this growth. With 80 per cent of visitors arriving from within a five-hour flight radius, the proximity of the Gulf makes it a natural hub for repeat travellers. Youssef anticipates that the GCC could eventually account for 20 per cent of all arrivals. A key driver is the recent memorandum of understanding with Saudi Arabia, which Youssef characterises as a gate opener for regional co-promotion.
”It provides a framework within which the private sector can design and sell combined packages,” he explains, envisioning seamless itineraries that allow guests to experience both the Egyptian and Saudi Red Sea coasts in one trip.
Grand Egyptian Museum
The Grand Egyptian Museum (GEM) has emerged as the crown jewel of Egypt’s cultural portfolio, though its success has required careful management. After initial daily crowds reached 25,000, Youssef confirms that authorities have capped daily visitors at 15,000 to safeguard the guest experience.
He describes the museum as the biggest teaser campaign he has ever worked on, positioning it as a symbol of international cooperation. More than just a gallery, Youssef insists the GEM allows visitors to live history rather than simply see it, marking a shift toward immersive, experience-led tourism.
Luxury Evolution and the Nile
While Egypt is world-renowned for its heritage, Youssef is pivoting the narrative toward a diversified luxury portfolio. The country is seeing a surge in niche segments, from golf courses with pyramid views to eco-lodges that often command higher rates than five-star resorts. The Nile remains a vital artery of this luxury trade, with 180 vessels currently operating and a further 37 being upgraded. ”Egypt has something for everybody,” Youssef notes, emphasising that the product mix now spans from high-end desert retreats to boutique wellness-focused hotels.
Unlocking the North Coast
The North Coast is the new frontier for Egyptian investment, highlighted by the $100 billion Ras El Hekma project in partnership with the UAE. To meet the massive demand for this Mediterranean hidden gem, Youssef reveals that the government is formalising holiday homes into regulated short-term rentals. ”Demand already exceeds available hotel capacity,” he admits. With three airports now serving the region and major Qatari-backed developments like the Al-Alamein project underway, the North Coast is being positioned as a distinctive alternative to traditional European summer destinations.
Trade support
To support the 30 million target, Egypt is doubling its hotel inventory.
From a base of 205,000 rooms a few years ago, the plan is to reach 450,000 keys. Currently, 240,000 rooms are operational with another 35,000 under construction.
To assist regional travel advisors, Youssef has rolled out robust flight incentives and digital toolkits. His message to the trade and the traveller is one of confidence:
”Come to Egypt. You will definitely find something that you like - and I’m sure that you will come again.”