Egyptian officials are hoping the inauguration of a vast new museum on Saturday will accelerate the revival of a tourism industry.
Officials believe the Grand Egyptian Museum, or GEM, alone could draw as many as 7 million additional visitors annually after it opens on Saturday, helping boost total visitors to around 30 million by 2030.
Overlooking the Giza Pyramids, the 500,000-square-meter edifice will house tens of thousands of artefacts, including what is billed as the complete collection of the treasures of the boy-king Tutankhamun, many displayed for the first time, Reuters reported.
The new space includes immersive exhibits and virtual-reality devices, in contrast to cluttered, old-fashioned displays in the older Egyptian Museum in downtown Cairo.
CULTURAL TOURISM HOPES
Last year the country drew 15.7 million visitors who spent a record $15 billion, according to official figures.
Ghada Abdelmoaty, an associate professor at the Higher Institute of Tourism and Hotels in Alexandria, said visitor targets were realistic.
"The museum accommodates a huge collection that was previously kept in storage due to lack of display space," she said.
Popular with many travellers for its Red Sea resorts, Egypt hopes the GEM's opening will also draw an increasing proportion of cultural tourists. Such tourists typically stay longer and spend more than those who come mainly for beaches, analysts say.
Official figures don't say how many tourists come for cultural reasons, but a 2021 study of GEM's possible impact estimated they made up less than a quarter of the total. Abdelmoaty put the number of cultural tourists at only 10-15% of all international travellers.
Remon Naguib, chief commercial officer at Orient Hospitality Group, said his company was working to integrate the new museum into "joint programs" designed to attract visitors to experience both. Tourists could "come and visit the museum, then spend three nights in a Red Sea destination, including Ain Sukhna, which is just one hour from Cairo," he said.