The Narrative Summit, Egypt's first international nation branding platform, has unveiled its 2025 recommendations aimed at revitalizing and strengthening the country's standing as a world-class tourism hub. The ninth edition of the Summit, held in April at Soma Bay on the Red Sea, brought together government ministers, international business leaders, and tourism experts to discuss strategies for growth, investment, and innovation in Egypt's tourism sector. Key recommendations included a stronger focus on luxury tourism, eco-tourism, and wellness tourism, with the report highlighting destinations such as Siwa Oasis and new opportunities to blend healthcare with economic development. The Summit also emphasized the importance of revitalizing Downtown Cairo into an integrated entertainment and tourism hub—an urban model that could later be extended to neighborhoods such as Zamalek, Garden City, and Maadi. One of the most anticipated opportunities identified was the opening of the Grand Egyptian Museum (GEM), described as a "once-in-a-generation" chance to reshape Egypt's global image. With international leaders and media expected to attend, the Summit stressed the need to maximize GEM's launch to reinforce Egypt's status as a leading cultural and tourism destination. "We want to put forward a clear, future-focused vision for Egyptian tourism, one that positions the country as a truly integrated global destination," said Lamia Kamel, Founder of the Narrative Summit and former Assistant Minister of Tourism for Promotion. She added: "We look forward to these recommendations serving as a bridge between the exceptional leaders who took part in the Summit and decision-makers, paving the way for greater growth in Egypt's tourism and economy." The recommendations also encouraged the promotion of lesser-known landmarks such as the Lighthouse of Alexandria, alongside Egypt's iconic heritage sites, through innovative international campaigns. In addition, the Summit urged authorities to simplify filming procedures at scenic locations, opening the door for more artistic and musical productions to enhance Egypt's cultural presence globally. If implemented, the recommendations could contribute to attracting an additional one million tourists annually, supported by ongoing reforms such as streamlined visa processes, infrastructure development, and national mega-projects led by the Grand Egyptian Museum. Kamel underscored that the report is more than a set of ideas—it is a roadmap for action, designed to turn strategic insights into tangible steps that support both Egypt's tourism ambitions and broader economic advancement.
