Pickalbatros Hotels and Resorts is stepping up efforts to strengthen Egypt’s presence in promising tourism markets through its participation in the Antalya Tourism Fair in Türkiye, aiming to expand partnerships with travel companies and airlines and open new opportunities to increase Turkish tourist arrivals to Egypt ahead of the 2027 season.
Mohamed Eid Soliman, Chief Marketing Officer (CMO) and Regional Marketing Director at Pickalbatros Hotels and Resorts, led the group’s networking and promotional efforts during the event, holding intensive meetings with existing partners and new travel companies to explore cooperation opportunities and develop tourism and promotional programmes designed to attract more Turkish visitors to Egyptian destinations.
Soliman said the group’s first participation in the Antalya Tourism Fair had been highly productive, highlighting the event’s importance as a specialised business platform that facilitates direct engagement between companies operating in the tourism and aviation sectors. Such interactions, he noted, help establish strategic partnerships, exchange insights into target-market needs and create new opportunities for tourism growth.
He revealed that the group held between 200 and 300 meetings with existing partners and prospective tourism companies on the sidelines of the fair. The discussions focused on strengthening cooperation with the Turkish market, enhancing promotional strategies for the group’s Egyptian resorts and exploring incentive programmes to attract additional visitors during the upcoming season.
Soliman noted that Türkiye has emerged as a promising source market for Egyptian tourism, with the number of Turkish visitors to Egypt recording significant growth in recent years, reaching increases of between 250% and 300% during certain periods. This growth has been supported by entry facilitation measures for Sharm El Sheikh, the diversity of Egypt’s tourism offerings and the country’s competitive advantages, including its climate, beaches, pricing and geographical proximity.
He explained that Sharm El Sheikh accounts for approximately 70% of Turkish tourist traffic to Egypt, while Hurghada represents around 30%. Continued air services to Sharm El Sheikh have helped sustain visitor flows despite regional challenges and changes affecting some flight routes to Egyptian destinations.
Strengthening air connectivity, he added, remains a key priority for expanding the Turkish market. The group is monitoring operational developments and agreements with airlines, including Turkish Airlines, Air Cairo and Pegasus Airlines, as part of broader efforts to expand travel options and increase Turkish arrivals to Egypt.
New Partnerships and Promotional Programmes to Boost Egyptian Tourism
Soliman emphasised the importance of maintaining a strong presence at tourism exhibitions and specialised workshops across Türkiye, particularly in Istanbul and Antalya. These events provide valuable opportunities to engage with tour operators and travel companies, showcase Egypt’s tourism potential and reinforce the readiness of Egyptian destinations to welcome visitors throughout the year.
He noted that Pickalbatros resorts in Sharm El Sheikh and Hurghada align with the preferences of many Turkish travellers, particularly those seeking all-inclusive holidays that combine comfort, entertainment and a wide range of services. Egypt’s resort offerings, he added, provide competitive advantages that can help attract a larger share of the Turkish market.
According to Soliman, the diversity of Egypt’s tourism experience offers an additional advantage in attracting Turkish visitors. Travellers can combine beach holidays in Sharm El Sheikh or Hurghada with cultural and historical excursions to Cairo and the Egyptian Museum during trips lasting seven to ten days. This combination creates a comprehensive experience encompassing leisure, beaches and Egypt’s rich heritage.
As part of its expansion strategy, Pickalbatros is planning to develop joint promotional programmes with airlines and tourism partners in Türkiye. The group is also exploring the organisation of Egyptian-Turkish events and the hosting of Turkish influencers and prominent personalities at its resorts to raise awareness of Egypt’s tourism destinations and strengthen their appeal among Turkish audiences.
Soliman concluded by expressing optimism about the 2027 tourism season, citing positive indicators in Turkish visitor flows and growing opportunities to deepen cooperation with market partners.
He stressed that intensified marketing efforts and active participation in specialised tourism exhibitions will be essential to converting growing interest in Egypt into actual bookings, supporting tourism growth and strengthening Egypt’s position among the preferred destinations for Turkish travellers.
