Tourism Minister Ahmed Issa has outlined his vision for the sector, with a plan to focus more on those taking individual tours as well as families that will see campaign targeting mainly 12 European countries to showcase the North African nation's wide-ranging attractions, including beaches, Nile cruises, desert tours, sports, and historical sights.

And the minister also spoke at ITB Berlin about his desire for tourists to enjoy a better-quality experience, starting before they have even left their homes with obtaining visas and making other necessary arrangements, through to the airport, and concluding at their holiday destinations, with the tour operators and hotel owners key to his vision.

Ahmed believes digitalisation will also be a key factor, with 90% of tickets to tourist attractions in Egypt now being sold online.

He also confirmed the Grand Egyptian Museum in Cairo - whose facades are a tribute to the Giza pyramids - will open later this year or early in 2024.