Leading Investors and Tourism Experts to Unveil a Visionary Roadmap for Egypt’s Tourism Sector during the Narrative Summit in April 2025

The Narrative Summit 2025, the first leading international public relations forum highlighting Egypt’s successes and promoting the nation brand of Egypt, is proudly launching its annual conference this year under the auspices and in the presence of the Ministers of Planning and Economic Development, International Cooperation, Investment, Youth and Sports, as well as the Red Sea Governorate. Titled “Egypt Reset,” the groundbreaking event will take place at the magnificent Somabay on the Red Sea and will convene from April 7 to 9, 2025.
This year’s summit will spotlight the vital role of tourism in driving comprehensive development and strengthening the national economy while emphasizing the cultural and historical heritage that enhances the visitors’ experiences. The summit will also showcase standout initiatives and success stories that have helped elevate Egypt as a premier global destination.
Featuring an exceptional lineup of local leaders and global experts the summit will dedicate two panel discussions presenting diverse visions and ideas on this vital topic.
The first session, titled “History and Culture: Perception of Egypt,” will bring together a distinguished panel of local and international specialists in tourism, culture, and history, including; Bettany Hughes, a British historian, author, and award-winning broadcaster, known for producing and presenting over 50 documentaries and radio programs for the BBC, Netflix, and Discovery; Mahmoud Sabit, an Egyptian historian, lecturer, and political commentator; Zach Sherif, an interior and lighting designer, creative director, and events and film producer; Louis Barthélemy, an international artist and multidisciplinary crafts designer; and Maria Shollenbarger, a Travel Editor at The Financial Times, known for her expertise in luxury travel that blends sustainability and cultural exploration. Her contributions to top global publications have established her as one of the most influential voices in smart travel.
The session will be moderated by Malak Fouad, founder of A&T Media and host of the acclaimed podcast What I Did Next.
The second session, titled “Tourism Panel: Egypt From A Bucket List to a “Must Go” Experience,” will be moderated by Lamia Kamel, founder of the Narrative Summit. The panel discussion will showcase a diverse group of influential speakers, including Dr. Ahmed Ghoneim, CEO of the Grand Egyptian Museum; Florian Amereller, owner and board member of El Moudira Hotel and founder of EgyptBeyond.com; Islam Mahdy, chairman and CEO of Credence Hospitality for Real Estate Development; Amy Mowafi, co-founder and managing partner of MO4 Networks; Sarah Gallo, destination marketing strategist, global travel expert, and founder of The Five Foot Traveler.
The two sessions will explore ways to support the tourism sector as one of the key pillars of Egypt’s economy, playing a crucial role in driving economic growth, generating employment, diversifying income sources, and significantly contributing to foreign currency revenues.
Commenting on the summit’s focus, Lamia Kamel, founder of the Narrative Summit, former Assistant Minister of Tourism and Antiquities for Promotion, and Managing Director of CC Plus, affirmed that this year’s edition places tourism at the forefront of its agenda due to its vital role in attracting foreign investment. She noted that Egypt’s tourism sector has witnessed remarkable growth in recent years, welcoming 15.78 million tourists in 2024 compared to approximately 14.9 million in 2023—an increase of 6%—marking the highest tourist arrival rate in the country’s history.
“This year, the summit is back in a new format, with an international and regional focus, set against the backdrop of a breathtaking location on the Red Sea coast,” Kamel added. “Our primary focus is on promoting tourism development, sports, and entrepreneurship highlighting the vital role of the private sector in attracting foreign investments and its significance in driving the Egyptian economy forward. Our vision is clear: Egypt is not just a travel destination, but a multifaceted market capable of attracting substantial investments across various sectors. This year’s summit will host a distinguished group of experts and prominent figures from Egypt and worldwide, offering an opportunity to showcase Egypt’s investment prospects directly to top investors,” she adds.

About the Narrative Summit:
Narrative Summit is the first leading international public relations forum highlighting Egypt’s successes and promoting the nation brand of Egypt. It was launched with the aim of highlighting Egypt’s positive image and creating a platform that brings together decision-makers, entrepreneurs, and the private sector to share insights and ideas that attract foreign direct investment. The summit also seeks to reposition Egypt as a destination for both tourism and investment, while presenting the country as a modern, youthful nation confidently progressing toward the future and strengthening its presence on the global stage.
The first edition of the summit was held in 2016. Its third edition, in 2018, was held under the patronage of the Prime Minister of Egypt. The fourth edition took place in November 2019 as part of the Arab Sustainable Development Week, organized by the League of Arab States under the patronage of His Excellency President Abdel Fattah El-Sisi, President of the Arab Republic of Egypt.