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Most of us will remember traveling with our parents over school holidays, going to a famous landscape like the Pyramids of Giza or the Citadel, taking a few photos, and trailing off behind a guide enthusiastically pointing out the most impressive features. While going from one attraction to another remains an option for many travelers, an alternative mode has recently emerged. Where tourists were once satisfied lining up infront of monuments or museums, these days, especially among a younger demographic, they are looking to experience cultural history. That means interacting with communities, engaging in activities that allow sightseers to reflect and to participate. In short, to become visitors.
This trend is especially notable in cultural or antiquities tourism, a subsector of the industry that has globally been revitalized and pushed towards innovation. In Egypt, a country with a history that is not only one of the oldest in the world but also one of the most diverse, there is immense potential to offer curious visitors a reimagined experience.
2025 as a Pivotal Year: How the GEM is Reshaping the Tourist Experience
The year 2025 is shaping up as a unique milestone for Egypt’s tourism trajectory, largely due to the full opening of the Grand Egyptian Museum (GEM). After a period of limited access, the GEM enjoyed its full official opening on November 1, 2025, bringing thousands of artifacts—among them from the tomb of Tutankhamun—into a state-of-the-art facility that will likely elevate Egypt’s cultural tourism profile on the global stage. Hailed as the largest archaeological museum in the world, the long-awaited opening did not only entice history enthusiasts but also any visitor looking to explore a novel architecture that dispels the traditional “white cube” exhibit or families looking to participate in activities such as treasure hunts with their children. Adjacent to the museum is Gizapolitan, an offspring of Cairopolitan, the souvenir shop that has re-branded modern and ancient emblems of Egyptian history and culture in high-quality products and prints.
Concurrently, the infrastructure surrounding the GEM and in West Cairo is receiving major upgrades. Sphinx International Airport in West Cairo is being developed further to handle international and charter flights; new terminals are being constructed (to increase capacity from ~300 to ~1,000 passengers per hour), and the Giza Plateau is transforming the tourist experience of the Great Pyramids of Giza. The fruit of private sector investment, the Giza Plateau turns a UNESCO World Heritage Site into an accessible location with dedicated visitor centers, transport, and options for fine dining, shopping, and year-long events. The annual Art d’Egypte exhibition, which began in autumn 2020, is an example of an initiative that encourages visitors to engage with a historical attraction. This outdoor exhibition encourages its audiences to immerse themselves in artworks produced and curated by local and international artists at the Pyramids of Giza.
Egypt’s Bounce Back to Pre-Pandemic Travel Health
Tourism spending has exceeded pre-pandemic levels with a new record of 15.7 million tourists in 2024. Egypt has been committed to the Cairo City Break initiative, which aims to rejuvenate the capital’s image, encouraging visitors to spend more time with the abundant offerings that span thousands of years. The redevelopment of Old Cairo also offers visitors a new avenue of exploration. Designing a new approach to exploring the historic city near the Khan El-Khalili market, neighborhoods are peppered with properties that date back hundreds of years to the Roman, Mamluk, or Islamic eras. Through restoration efforts, many, such as Bayt Yakan in Darb al-Ahmar, have been repurposed as exhibition and event sites. Walking tours allow visitors to delve into this rich part of town, exploring alleyways, art exhibits, and a vibrant nightlife.
Redefining the City Centre Through Integrated Arts and Culture Events
Moving downtown, walking tours provide curious explorers knowledge of the history and a chance to discover at their own pace. One such example is Bellies En-Route which sheds light on Egyptian cuisine, with a focus on street food. On a landscape level, Al-Isamelia Real Estate Development arereviving buildings that are testaments to the city’s 20th-century European influences. With over 25 properties, the company has successfullytransformed buildings into co-working offices, residence spaces, retail and dining outlets, and exhibition sites. Through their collaborations with Art d’Egypte, theD-CAF arts festival, or Cairo Photo Week they have turned the area into a hub of year-round cultural attractions for international and domestic visitors.
Hotels have penetrated the downtown space as well, allowing potential visitors to immerse themselves in the hustle and bustle of the central area and enjoy proximity to cultural events and the Tahrir Museum. Reliance Group is introducing Marriott’s Moxy brand to Egypt in their refurbishment of the vacated Ministries Quarter. This affordable luxury establishment opens its doors in 2029 and begins to fill the gap between low-budget and luxury hotels. This is part of a growing hotel and hospitality pipeline, which will help the country reach its target of increasing hotel rooms. For example, Hilton has a plan to open 25 hotels across Egypt, including other lifestyle brands such as Curio Collection and Tapestry Collection, and is aiming for over 40 properties in coming years. Accor—one of the largest hospitality brands globally—is also expanding its footprint in Egypt, with new branded residences, luxury brands like Sofitel, and others working on storytelling-rich, experiential hotel offerings.
With such developments, Egypt is adapting its tourism offering, allowing travelers the chance to explore its capital city beyond the tour bus. Aligning with global shifts towards cultural, immersive, and experiential preferences, visitors have the new possibility to learn about not one but multiple concurrent civilizations that have crossed this city. With its rich heritage and major infrastructure and product launches—notably the long-awaited opening of the Grand Egyptian Museum—Egypt is entering a new phase in which tourism can make even more significant contributions to the country’s economy and socio‐cultural vitality.