According to observers and official statements from the Ministry of Tourism and Antiquities, Egypt relies on temporary archaeological exhibitions to attract tourists abroad as an ambassador of Egyptian civilization to the world and a means of soft power.
At the last meeting of the Supreme Council of Antiquities, under the leadership of the Egyptian Minister of Tourism and Antiquities, Sherif Fathy, the results of temporary exhibitions of Egyptian antiquities held abroad were discussed. The “Ramses and the Gold of the Pharaohs” exhibition held in London, the capital of Great Britain, received about 140,000 visitors since February last year, and the “Treasures of the Pharaohs” received about 42,000 visitors after opening at the De Young Museum in San Francisco, USA, in August last year.
The Secretary-General of the Supreme Council of Antiquities, Dr. Hisham Al-Laithi, celebrated the exhibition “Ancient Egypt Reveals Itself: Treasures from the Egyptian Museums” during a trip to the Palace Museum in Hong Kong. A statement issued by the Ministry of Tourism and Antiquities said that the number of visitors to the exhibition exceeded 600,000 during its lifetime, marking its remarkable success.
Egypt’s foreign exhibitions have reached record numbers in several countries, including the Top of the Pyramid: Ancient Egyptian Civilization exhibition, which drew some 2.77 million visitors during its 13-month run in the Chinese city of Shanghai last year, according to the China News Agency, and the Tutankhamun exhibition in Paris, which drew 19 million visitors.
In recent years, the exhibition “Ramses and the Gold of the Pharaohs” has received up to 420,000 visitors in Tokyo, and up to 500,000 in Australia.
At the meeting, the High Council of Antiquities agreed to extend the duration of the exhibition “Ramses and the Gold of the Pharaohs” at the “Neon Battersea Power Station” in London for an additional 4 months to end on January 3, 2027, instead of the planned date of August 30, 2026, as well as the “Paraohas” exhibition. Pardip Museum of Western Australia, at the Australian Cultural Center in Perth, after its exhibition period at the Kimbell Art Museum in Fort Worth, United States.
Egypt’s archaeological exhibitions, which tour capitals and cities around the world, are one of the most important tools for promoting Egypt’s culture and tourism. He added to Asharq Al-Awsat that the success of the “Treasures of the Pharaohs” exhibition in Rome and the high demand for Egyptian exhibitions in Asia prove that the ancient Egyptian civilization still has a special ability to attract a global audience.
He noted that “the real value of these exhibitions goes beyond the display of artifacts; it gives the visitor a clear picture of Egypt and shapes his desire to move from witnessing a civilization abroad to discovering it in its original homeland. This is what makes outdoor exhibitions an effective tool in tourism marketing and not just a temporary cultural activity.”
He added that bringing “Treasures of the Pharaohs” to Australia opens up an important way to reach audiences geographically distant from Egypt, especially since previous experience with Egyptian exhibitions in Australia has proven that there is a clear public interest in Egyptian civilization.
He emphasized that “maximizing tourism revenue from these exhibitions requires linking them with integrated advertising campaigns that offer the potential tourist a journey that starts with the exhibition and ends in Egypt.” Visit museums and archaeological sites and discover civilization in its original context. Here, antiquities become soft power and cultural diplomacy, and a direct bridge between learning about Egypt and visiting it.
Egypt organizes its temporary archaeological exhibitions abroad, which include collections from museums, archaeological sites and pieces of recent discoveries. Providing a panoramic picture of ancient Egyptian civilization, including its art, customs, traditions, personal photographs, statues, coffins and other artifacts.
Egyptian tourism expert Mohamed Karem believes that “temporary Egyptian archaeological exhibitions abroad are part of Egypt’s soft power and help attract tourists to it. Because it opens a direct window for a global audience to learn about Egyptian civilization.” He added to Asharq Al-Awsat: “These exhibitions can present an attractive picture of Egyptian civilization and the unique elements that represent it at different levels.
Karem noted that “these exhibitions provide audiences from Europe, Australia, Asia, and the Americas with an insight into Egyptian civilization based on a scholarly assessment of the Egyptian civilization, while at the same time arousing the curiosity of members of the public and tourists who look forward to learning more about this civilization by visiting its original homeland.”
He believes that “the impact of these exhibitions should not end with their completion, but should be spread through an integrated tourism campaign to promote Egypt, and each exhibition can be used to provide an integrated tourism experience through tourism marketing through these exhibitions.”
