Meeting at the ministry’s new headquarters, Fathy held extensive talks with museum officials and private marketing experts to develop an integrated plan to boost international and domestic footfall.
The move aligns with the ministry’s broader Unmatched
Diversity campaign, which showcases Egypt’s multifaceted tourism offerings.
Fathy emphasized that the NMEC requires a modern marketing vision that utilizes
innovative social media tools and digital promotion to engage a wider audience.
"The goal is to present the museum in an innovative and
attractive way, ensuring it stands out on the global map of cultural
tourism," the Minister said.
The new strategy, developed in collaboration with marketing
firm Inspire Communication, focuses on two key pillars: enhanced visitor experience
by introducing interactive content and digital technologies to allow visitors
to engage more deeply with artifacts, and global campaigns through launching
creative promotional drives and media partnerships targeting diverse
demographics worldwide.
The meeting, attended by NMEC CEO Dr. El-Tayeb Abbas and
tourism promotion chief Dr. Ahmed Youssef, highlighted a growing trend in Egypt
of integrating private sector expertise into state cultural institutions.
Fathy directed officials to fast-track the implementation of
these marketing mechanisms, stressing that improving the overall tourist
experience is central to the museum's new brand identity.
The NMEC, located in Old Cairo's Fustat, is famous for housing the Royal Mummies and providing a comprehensive narrative of Egyptian history from the predynastic era to the modern day.