From the Roman emperors to Napoleon to our modern day travellers, the land of the pharaohs has always been a must-see destination. A "Grand Tour" that today takes on new nuances, sustainable and more respectful of history, culture and the environment.

“Egypt's 2030 strategy envisions achieving environmental sustainability through the rational use of resources in a way that preserves the rights of future generations”, they explain from the Egyptian Tourism Promotion Board in Cairo. “Even though the Red Sea hosts most of the tourists, Egypt presents distinct environmental components, with 30 natural reserves, and is characterized by beaches extending up to the Mediterranean coast, in addition to a rich desert, mountains, fresh water and diverse ecosystems”.

The Eco Egypt campaign contributes to the balance between the enjoyment and protection of ecological tourist sites in order to maintain the sustainability of biodiversity and ecological balance, while the Green Fins initiative is implemented internationally by Reef-World and the United Nations Environment Programme. And again, the Green Sharm project, which includes programs such as waste management, rationalization of water use, promotion of energy efficiency, and the use of renewable energy. Finally, the Green Star Certificate program for the hotel industry, which includes internationally recognized standards so as to increase the industry's ability to meet the growing demand for sustainable tourism activities.

“Since January 2021, tourists coming to Egypt are increasing on a monthly basis”, they conclude from the Board, “actually more than 60% compared to the period before the emergency. We are expecting an increase in the incoming movement of tourists to Egypt after the return of tourism in South Sinai and the Red Sea and the return of European and Arab markets thanks to the re-opening of airspace and flights, noting that European and Arab markets account respectively for 70% and 20% of the incoming tourism to Egypt”.

2022 is a special year for Egypt, as it marks the 100th anniversary of the discovery of King Tutankhamun's tomb, the 200th anniversary of the decipherment of the Rosetta Stone, and the opening of the Grand Egyptian Museum. A new Egypt to discover at BIT 2022, this April at fieramilanocity from Sunday 10 to Tuesday 12.