Egypt is set to open the long-awaited Grand Egyptian Museum (GEM) on Saturday in a major bid to revive its tourism industry, which has struggled for more than a decade due to political unrest, the COVID-19 pandemic, and regional conflicts.
Officials hope the vast complex located beside the Giza Pyramids will draw as many as seven million additional visitors annually, helping to boost total tourist arrivals to around 30 million by 2030.
Spanning 500,000 square metres, the museum is one of the largest archaeological complexes in the world. It will showcase tens of thousands of artefacts, including the full collection of treasures belonging to the boy-king Tutankhamun, many of which will be displayed for the first time.
In contrast to the older, crowded Egyptian Museum in downtown Cairo, the GEM features immersive exhibits and virtual-reality technology designed to enhance visitor experience.
Cultural Tourism Push
Tourism is a critical source of foreign currency for Egypt, helping to fund key imports such as fuel and wheat. Last year, the country recorded 15.7 million visitors who generated a record $15 billion in revenue a major recovery from the 2015/16 low of $3.8 billion following years of political instability.
However, despite the rebound, Egypt still lags behind regional rival Turkey, which attracted over 50 million international visitors in 2024, earning more than $60 billion.
Tourism experts say the GEM could help reposition Egypt as a top destination for cultural tourism a segment known for higher spending and longer stays compared with beach holidaymakers.
“The museum accommodates a huge collection that was previously kept in storage due to lack of display space,” said Ghada Abdelmoaty, an associate professor at the Higher Institute of Tourism and Hotels in Alexandria. She described the government’s visitor targets as “realistic.”
Remon Naguib, Chief Commercial Officer at Orient Hospitality Group, said the new museum was being integrated into tour packages combining cultural and leisure experiences.
“Tourists could visit the museum, then spend three nights in a Red Sea destination, including Ain Sukhna, which is just an hour from Cairo,” he explained.
Infrastructure Upgrades and Economic Impact
To support the GEM’s opening, the government has undertaken major infrastructure projects, including upgrading roads leading to the museum and constructing a new airport about 25 kilometres away to ease access. The entrance to the Giza Pyramids has also been moved to reduce congestion and limit interactions with aggressive touts.
Tourism Minister Sherif Fathy recently announced that Egypt had added 5,000 hotel rooms to its existing 235,000 and plans to complete another 9,000 before the end of the year.
Despite challenges from global conflicts and economic pressures, analysts believe the museum could serve as a powerful catalyst for Egypt’s long-term tourism revival blending its ancient heritage with modern visitor experiences to re-establish the country as a global cultural hub.
