Egypt's tourism minister, Sherif Fathy, used the World Travel and Tourism Council's 26th Global Summit in Valletta, Malta, to press Saudi Arabia and two of the world's largest hotel groups to deepen their presence in the country, as the government seeks to keep tourist numbers climbing despite a turbulent region. The talks, held on the sidelines of the summit, covered everything from North Coast marketing to yacht tourism on the Red Sea and cruise itineraries along the Mediterranean, according to the Egyptian Gazette and Daily News Egypt.
Speaking on a panel at the summit, held under the theme "FUTU[RE]SET" and moderated by the journalist Richard Quest, Fathy told delegates that "Egypt has the capacity to receive many times more tourists than it currently attracts," according to the Egyptian Gazette. He shared the stage with tourism ministers from Malta, Croatia, South Africa and Turkey, and pointed to Egypt's diverse tourism offerings, infrastructure and cultural heritage as reasons the country could absorb significantly higher visitor volumes.
According to Egypt Independent, which also covered the panel, Fathy stressed that modern marketing strategies and artificial intelligence applications remain core priorities for the ministry, and described environmental preservation and eco-friendly practices as fundamental pillars of its long-term strategy. He also said effective collaboration between the government and the private sector is the primary engine for maximising Egypt's tourism potential and raising service quality.
Saudi cooperation and Red Sea yacht tourism
Away from the panel, Fathy held separate talks with Abdul Mohsen Al Mazid, Saudi Arabia's deputy minister of tourism, aimed at strengthening bilateral cooperation and increasing the flow of travellers between the two countries, Daily News Egypt reported. The two sides discussed promoting Egypt's North Coast specifically to Saudi tourists and developing yacht tourism in the Red Sea, an area where Egypt has been trying to diversify beyond its traditional beach and diving offer.
Supporting Fathy at the Malta meetings were Ahmed Youssef, chief executive of the Egyptian Tourism Authority, along with officials named by Daily News Egypt as Rana Gohar, Ahmed Nabil and Suzanne Mostafa. A separate meeting with a Saudi cruise company focused on increasing the number of Mediterranean sailings calling at Egyptian ports, particularly along the North Coast and at El Alamein.
Marriott and Hilton outline Egypt growth plans
The Egyptian delegation also met executives from Marriott International and Hilton to discuss the two groups' expansion plans in the country. Neal Jones, Marriott's president for Europe, the Middle East and Africa, and Chris Nassetta, Hilton's president and chief executive, both set out their companies' growth strategies for the Egyptian market, according to Daily News Egypt.
Nassetta said that "the Egyptian market" remained strategically important to Hilton, highlighting plans for expansion across the North Coast as well as the company's involvement in Nile cruises and dahabiya sailing experiences — traditional wooden sailboats used for multi-day trips on the river between Luxor and Aswan. Neither company disclosed specific room counts or investment figures in the reporting of the meeting.
Why the summit mattered for Egypt's tourism push
The Malta meetings came at a moment when Egypt's tourism ministry has been leaning heavily on diplomacy and private-sector partnerships to sustain growth after a run of strong years. The ministry said in September that it expected to welcome around 20 million tourists in 2026, according to Egypt's State Information Service. Fathy has previously pointed to the authenticity of Egypt's tourism experience and the country's diversity of offerings — from Red Sea diving to Nile heritage sites — as the basis for that target.
What it means for travellers
For travellers, the Malta talks point to a widening menu of options rather than any immediate change to prices or visa rules. The Egypt-Saudi talks focused on marketing the North Coast to Saudi travellers. Hilton's stated interest in Nile cruises and dahabiya sailings signals continued investment in river tourism between Luxor and Aswan, while Red Sea yacht tourism development could eventually add new ways to explore the coastline beyond standard resort stays and dive trips.
None of the parties involved announced firm opening dates, new routes or pricing at the summit itself. The discussions were described by both outlets as cooperation talks and strategy discussions rather than signed deals, so travellers should expect any concrete new offerings — additional cruises, new marina facilities or expanded hotel inventory — to be announced separately as they are finalised.
Frequently asked questions
What happened at the WTTC summit in Malta?
Egypt's tourism minister, Sherif Fathy, took part in a panel discussion at the WTTC's 26th Global Summit in Valletta and held meetings on the sidelines with Saudi Arabia's deputy tourism minister, a Saudi cruise operator, and senior Marriott and Hilton executives to discuss expanding tourism cooperation and hotel investment in Egypt.
What did Egypt and Saudi Arabia discuss?
According to Daily News Egypt, the two sides discussed strengthening bilateral tourism cooperation, promoting Egypt's North Coast to Saudi travellers, and developing yacht tourism in the Red Sea, alongside a separate conversation with a Saudi cruise company about adding more Mediterranean sailings to Egyptian ports.
What are Marriott and Hilton planning in Egypt?
Hilton's chief executive, Chris Nassetta, said the Egyptian market remains strategically important to the group, citing plans for North Coast expansion and involvement in Nile cruises and dahabiya sailings. Marriott's regional president, Neal Jones, also discussed growth plans, though neither company gave specific figures for new rooms or investment.
Does this change Egypt's 2026 tourism target?
No new target was announced at the summit. Egypt's tourism ministry said in September it was on course to welcome around 20 million tourists in 2026, and the Malta talks were framed as efforts to support continued growth through stronger partnerships rather than a revision of that figure.
