Cairo: The Ministry of Tourism and Antiquities announced that the production team of the popular Chinese television program "Divas Hit the Road" is currently filming episodes of its new season at major tourist sites in Cairo, Giza, and Luxor. Featuring prominent Chinese celebrities, the program serves as a strategic platform to enhance Egypt's image in the vital Chinese tourism market.
According to State Information Service Egypt, Assistant Minister of Tourism and Antiquities for Strategic Affairs and Acting CEO of the Egyptian Tourism Authority (ETA), Ahmed Youssef, affirmed the Authority's ongoing commitment to supporting major international media initiatives aimed at encouraging travel to Egypt. He underlined the Authority's efforts to facilitate all necessary logistics and permits for filming entertainment and tourism programs, in coordination with relevant ministries and agencies.
Youssef also emphasized the vital role of international media in shaping global perceptions of tourism and broadening Egypt's reach across international source markets. As part of broader efforts to diversify inbound tourism sources and reinforce its promotional strategy, the ETA has recently hosted major media delegations from leading outlets in the United Kingdom and the United States.
The visiting delegations toured key landmarks in Cairo and Sharm El-Sheikh through carefully curated itineraries designed to highlight Egypt's cultural, adventure, and eco-tourism experiences. These efforts reflect the ministry's strategic shift toward more impactful new media campaigns, focusing on producing engaging visual content that authentically showcases Egypt's diverse tourism offerings across globally influential digital platforms.
Key destinations in Cairo included the National Museum of Egyptian Civilization, the Grand Egyptian Museum, the Giza Pyramids, Saqqara, Mit Rahina, Khan El-Khalili, the Citadel of Salah El-Din, and the Religious Complex. In Sharm El-Sheikh, the itinerary featured visits to the Ras Mohammed Nature Reserve, the Sharm El-Sheikh Museum, the Old Market, and the Cathedral, highlighting the region's natural beauty and cultural appeal.
These efforts align with the tourism strategy introduced by Minister of Tourism Sherif Fathy, which seeks to position Egypt as a globally diversified destination. The strategy specifically targets high-value traveler segments with a strong interest in cultural, heritage, and experiential tourism. The United Kingdom and the United States remain priority markets for Egypt, not only because of their increasing tourist arrivals but also due to the considerable global influence of their media in shaping travel trends and perceptions of destinations.
As part of its focus on experiential marketing, the Tourism Ministry invites international travel influencers and content creators to visit Egypt and explore its tourist attractions firsthand. These visits lead to the creation of engaging visual content that is widely shared on social media, offering authentic and appealing stories about Egypt's rich and varied tourism experiences.
This modern strategy strengthens Egypt's image as a secure and diverse destination that harmoniously combines cultural, adventure, and leisure tourism. The ministry considers these strategic media partnerships vital for fostering a globally supportive media environment. It remains committed to offering full support to visiting media professionals, particularly at sites that have seen major upgrades in infrastructure and services.