As global tourism enters a new era defined by experience, meaning, and intelligent use of technology, destinations are no longer competing solely on attractions or capacity. They are actively shaping the future of tourism and hospitality by redesigning how visitors engage with culture, communities, and place.
This shift was at the heart of Tourismag’s conversation with Ahmed Youssef, CEO of the Egyptian Tourism Authority, during TOURISE Riyadh 2025 - a global platform bringing together governments, industry leaders, and experts to rethink tourism’s next chapter.
With more than 15.7 million international visitors in 2024 and projections exceeding 18 million visitors in 2025, Egypt stands out as one of the fastest-growing tourism destinations in the region. Yet, as Youssef emphasizes, growth alone is not the goal.
Tourism is no longer about monuments. It’s about experience.
From Heritage to Experience: Redefining Cultural TourismA flagship expression of this vision is the Grand Egyptian Museum, which Youssef describes not merely as a museum, but as a statement of intent.
The Grand Egyptian Museum is not about showing history. It’s about living history.
Blending world-class infrastructure, immersive storytelling, advanced technology, and sustainability principles, the museum represents Egypt’s broader strategy: transforming heritage into a contemporary, emotional experience that resonates with today’s travelers.
Data, AI, and Strategic Precision
Technology plays a central role in this transformation not as a buzzword, but as a practical tool.
Artificial intelligence helps us understand our visitors, craft the right messages, and continuously adapt our communication.
By leveraging AI and data analytics, Egypt is refining its tourism strategy — from market segmentation and campaign design to content creation and feedback loops. For Youssef, data becomes strategy, and strategy fuels creativity, enabling more targeted, relevant, and effective engagement with global audiences.
Authenticity as a Competitive Advantage
Beyond infrastructure and technology, Egypt’s strongest asset remains its people.
Authenticity is reflected in our people. Their stories, customs, food, and music.”
With a population exceeding 110 million, Egypt offers layers of authenticity expressed through daily life, craftsmanship, cuisine, and cultural practices. Community-based tourism initiatives, from Aswan to desert oases like Siwa, place local people at the heart of the visitor experience, responding to a global demand for genuine, human-centered travel.
TOURISE: A Platform for Global Tourism Governance
It is within this broader vision that TOURISE takes on strategic importance.“TOURISE brings governments, the private sector, and experts together to shape the future of tourism.
More than an event, TOURISE positions itself as a continuous platform for dialogue, policy alignment, and shared innovation, where economic performance meets cultural exchange and long-term sustainability.
The Human Factor
Perhaps the most memorable takeaway from Youssef’s interview is his emphasis on emotion and connection.
Above all, Egyptian people are the real experience.
Humor, hospitality, warmth, and spontaneity define interactions across the country — turning travel into something personal, memorable, and deeply human.
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As destinations worldwide rethink tourism’s purpose, Egypt offers a compelling model: living heritage, smart technology, inclusive communities, and human connection. A destination not only to be visited but to be experienced.
