Egypt sees 65% surge in Chinese tourists in 2024

What happened Egypt’s tourism industry is experiencing a surge in 2024, with a 65% increase in Chinese visitors, according to the Egyptian Tourism Authority. Projections suggest that over 300,000 Chinese tourists will visit the country this year. This upward trend was highlighted at the China Outbound Travel & Tourism Market 2024 trade fair, where Egypt’s Minister of Tourism, Sherif Fathy, emphasized the importance of enhancing tourism ties with China. Cultural exchanges, such as the “At the Top of the Pyramids” exhibition in Shanghai, have helped fuel Chinese interest in Egypt. Initiatives to further attract Chinese tourists include launching a Chinese version of Egypt’s official tourism website, installing Chinese signage at key attractions, and increasing the number of Chinese-speaking tour guides. Egypt is also preparing to open the highly anticipated Grand Egyptian Museum by the end of 2024, coupled with a series of cultural events designed to elevate the country’s appeal as a premier travel destination. The Jing Take On Chinese social media platform Xiaohongshu, the search keywords “Egypt travel” have gained momentum, trending with over 4,000 posts. Egypt’s growing appeal to Chinese travelers, particularly Gen Z, can be attributed to the rising popularity of the “desertcore” fashion aesthetic, which draws inspiration from the landscapes featured in sci-fi films like Dune. Egypt’s unique blend of ancient history and striking desert landscapes is captivating young Chinese travelers. As one Xiaohongshu user, @sisterlynn, shared: “History is not in books but at my feet. Under the scorching sun of 40 degrees Celsius, we chartered a car, went directly into the scenic area, and drove to the Sphinx for photos.” Another user, @brotherdada, advised: “Be sure to pay attention to sun protection! Now it’s the hottest season in Egypt, with outdoor temperatures exceeding 40 degrees. You will melt when you go out.” This social media buzz signals Egypt and the Middle East’s growing status as popular destinations for Chinese tourists. Nearby nations like Saudi Arabia are also in the midst of a cultural shift, as the Kingdom looks to draw in Chinese investments and tourists. The luxury sector has been pivotal in connecting the two nations, particularly with the launch of events like Riyadh Fashion Week (RFW). Saudi Arabia’s efforts to attract Chinese consumers align with global luxury trends, where Chinese buyers wield major influence. The Saudi government’s approach involves positioning the country as a destination for wealthy Chinese tourists, with a goal of welcoming 2 million visitors from China each year by 2030. Events like RFW, which highlight Saudi heritage and luxury, are tailored to appeal to these tourists, who increasingly seek cultural travel experiences alongside luxury shopping. Ultimately, this surge in Chinese tourism represents a significant economic opportunity for Egypt and the Middle East. With initiatives like enhanced tourist infrastructure, direct flights, and the opening of the Grand Egyptian Museum, Egypt is positioning itself as a must-visit destination for Chinese travelers. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Egypt sees 65% surge in Chinese tourists in 2024