{"id":675842,"date":"2025-11-19T00:00:00","date_gmt":"2025-11-19T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?post_type=gem&#038;p=675842"},"modified":"2025-12-18T09:40:32","modified_gmt":"2025-12-18T09:40:32","slug":"end-of-tour","status":"publish","type":"gem","link":"https:\/\/enterpriseam.com\/egypt\/unveiling-the-gem\/end-of-tour\/","title":{"rendered":"End of tour"},"content":{"rendered":"<section id=\"675844\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"675844\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">1<\/div>\r\n\r\n                    <p class=\"f-graphik\">SERIES FINALE<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/far-from-finished\/\">\r\n                            Far from finished                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/far-from-finished\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/new-tab.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"#\" target=\"_blank\" onclick=\"event.preventDefault(); navigator.clipboard.writeText('https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/far-from-finished\/')\">\n                    Copy Link                <\/a>\n\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/far-from-finished\/\">\n                    Facebook                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/facebook-icon2.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/x.com\/intent\/post?text=Far from finished&url=https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/far-from-finished\/\">\n                    X                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/twitter-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/far-from-finished\/&title=Far from finished\">\n                    LinkedIn                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/linkedin-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/api.whatsapp.com\/send?text=Far+from+finished+https%3A%2F%2Fenterpriseam.com%2Fegypt%2F2025%2F11%2F19%2Ffar-from-finished%2F\">\n                    WhatsApp                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/whatsapp-icon.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n        <\/ul>\n    <\/div>\n        <\/div>\r\n                    \r\n                <\/div>\r\n\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/far-from-finished\/\">\r\n                    <div class=\"photo photo--above\">\r\n                        <img decoding=\"async\" src=\"https:\/\/i0.wp.com\/ent.news\/2025\/11\/1488.jpg?fit=1568%2C9999&amp;ssl=1\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" data-attachment-id=\"675845\" data-permalink=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/far-from-finished\/1488-jpg-6\/\" data-orig-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/11\/1488.jpg?fit=%2C&amp;ssl=1\" data-orig-size=\"\" data-comments-opened=\"0\" data-image-meta=\"[]\" data-image-title=\"1488.jpg\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/11\/1488.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/ent.news\/2025\/11\/1488.jpg?fit=1024%2C1024&amp;ssl=1\" \/>                    <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-675844\" class=\"content-area-description single-story post-675844 post type-post status-publish format-standard has-post-thumbnail hentry category-series-finale tag-gem_edition tag-series-finale tag-the-grand-egyptian-museum wpautop entry\">\n\n\t\n\t<div class=\"entry-content\">\n\n\t\t\n\t\t<figure class=\"wp-block-audio mb-0\"><audio controls preload=\"metadata\" src=\"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2025\/11\/.a6005341-166d-46fc-b2d9-dc680cd7eb21.mp3\"><\/audio><\/figure><p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Good morning, friends and welcome to the fourth installment of Unveiling the GEM. <\/strong>While this is the last of our four-part special series on the Grand Egyptian Museum, the story of the GEM and its impact is one that we will continue to follow closely in the months and years to come. We\u2019ve been fortunate enough to cover and attend events at the GEM for the past five years but on our most recent visit post-opening, it gave us great pride to see the galleries filled with tourists from Egypt and around the world, the restaurants and cafes packed with customers, and the retail spaces brimming with shoppers.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>In today\u2019s issue<\/strong>, we take a look at the operational complexities of running a museum of this nature and stature in a conversation with Legacy CEO, Merette Elsayed. We also have a one-on-one interview with Ahmed Youssef, the CEO of the Egyptian Tourism Authority to discuss how the GEM will impact Egypt\u2019s overall tourism promotion strategy. And we bring you part two of our tour inside the GEM including a look at the interactive Children\u2019s Museum.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\">\n<hr style=\"height:2px;border-width:0;color:gray;background-color:gray\">\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Nearly 20 days after its grand opening, the Grand Egyptian Museum continues to <\/strong><strong>captivate visitors<\/strong> \u2014 prompting many to reshuffle their itineraries in hopes of capturing moments among royal statues and the treasures of Tutankhamun.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The museum has now taken \u201cthe toughest decision yet\u201d<\/strong>, GEM CEO Ahmed Ghoneim told EnterpriseAM. With daily footfall averaging around 20k visitors, the GEM introduced separate quota systems for Egyptians and foreigners to ensure smooth crowd management throughout the tourism season without undermining access for either group, Ghoneim added.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Quotas to be reviewed every 2\u20133 months:<\/strong> A government source told EnterpriseAM that the split will be reassessed every two to three months to keep visitor flows aligned with the museum\u2019s maximum capacity and ensure a seamless experience.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The aim is to regulate entry through fixed time slots<\/strong> and manage crowd levels during the peak winter tourism season, when foreign demand is particularly strong, the source said.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>New timed-entry booking system:<\/strong> The Tourism Ministry last Sunday rolled out a timed-entry pre-booking system for all ticket purchases as part of a wider push to upgrade services at Egyptian museums and improve the visitor experience.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The new system is designed to enhance traffic management inside the museum<\/strong>, ensure smooth access, and reflect the GEM\u2019s position as one of the world\u2019s premier cultural institutions. Visitors can now check availability and book through the museum\u2019s official website.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>E-booking only from December 1st: <\/strong>Beginning 1 December 2025, ticket purchases for all days of the week \u2014 including weekends and public holidays \u2014 will be exclusively electronic. On-site ticket sales will be suspended until further notice.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Visitor code of conduct in the works: <\/strong>Work is underway on a formal code of conduct for visitors to ensure the preservation of the museum in a manner befitting one of the world\u2019s most important cultural landmarks, the source told us.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Tour operators welcome the decision: <\/strong>The move was met with approval from tourism companies, Red Sea Tourist Guides Syndicate head Bashar Abu Taleb told EnterpriseAM. The GEM has become a major driver of demand for Cairo excursions, Abu Taleb said. Allocating 40\u201350% of tickets to foreign visitors \u201cmakes sense,\u201d according to Abu Taleb, given the higher foreign ticket price and the industry\u2019s role in supporting FX inflows, as companies settle foreign ticket purchases in USD, he added.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Companies racing to secure bulk ticket allocations: <\/strong>Tourism Ministry has allowed major tour operators to purchase bulk ticket packages for their programs by paying a minimum EGP 1 mn deposit, securing discounts of up to 10%, Abu Taleb said. This has prompted many large operators to drop the Egyptian Museum in Tahrir from their itineraries and switch to the GEM, which continues to generate intense global media interest.<\/p>\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/series-finale\/\">SERIES FINALE<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/the-grand-egyptian-museum\/\">The Grand Egyptian Museum<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"675846 advertiser\" class=\"issue-section enterprise-adv\">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                            \"\r\n            id=\"675846\">\r\n            \r\n            <div class=\"story__body\">\r\n\r\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/675846\/\">\r\n                    <div class=\"photo photo--above\">\r\n                                            <\/div>\r\n                <\/a>\r\n\r\n                \n<article id=\"post-675846\" class=\"content-area-description single-story post-675846 post type-post status-publish format-standard hentry category-advertiser wpautop entry\">\n\n\t\n\t<div class=\"entry-content\">\n\n\t\t\n\t\t<p><span style=\"font-weight:400;\"><a href=\"https:\/\/www.aaib.com\/\" target=\"_blank\" rel=\"noopener\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/ent.news\/2025\/11\/1396.jpg?ssl=1\"><\/a><\/span><\/p>\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"675847\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"675847\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">2<\/div>\r\n\r\n                    <p class=\"f-graphik\">MUSEUM MANAGEMENT<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/from-construction-giants-to-cultural-guardians-legacy-ceo-merette-elsayed-on-safeguarding-egypts-heritage\/\">\r\n                            From construction giants to cultural guardians: Legacy CEO Merette Elsayed on safeguarding Egypt\u2019s heritage                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/from-construction-giants-to-cultural-guardians-legacy-ceo-merette-elsayed-on-safeguarding-egypts-heritage\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/new-tab.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"#\" target=\"_blank\" onclick=\"event.preventDefault(); 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At the helm of this strategic evolution is Merette Elsayed, CEO of Legacy. In a Q&A with EnterpriseAM, Elsayed details how Legacy applies the project management rigor of a construction giant to the delicate stewardship of cultural assets, discussing the economic imperative, the challenges of managing multiple stakeholders, and what the future holds for private sector involvement in Egypt\u2019s prized heritage.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: What has surprised you the most since the GEM opening?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> Definitely the demand. We had an expectation for peak numbers inline with what we are seeing now but we thought \u2018peak\u2019 would be what we experienced sometimes. So far we\u2019re in \u2018peak\u2019 all the time. The numbers that we are seeing now are far higher despite the fact that we are closing the museum earlier for ticketing. I would say demand has been at least double or triple what we expected. What has also really taken us by surprise is the demand from local visitors. We have always wanted to attract the local market and we knew there would be interest but we didn\u2019t expect the local demand to pick up this quickly with things like school trips and visitors from governorates outside of Cairo.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: To what do you attribute this unexpected demand?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> I think both the local and foreign media coverage has been very strong, we had an amazing opening event, and we have the collections that everybody in the world wants to see. Egypt\u2019s tourism numbers have been on the rise even before the GEM opened and we are now capturing and propelling all of that momentum. I think it's a domino effect and it\u2019s great.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: How is Legacy adapting its operational model in real-time to manage this enthusiasm while maintaining the \"world-class\" visitor experience?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> We\u2019ve been in a trial opening for quite some time now and the good thing about that is we\u2019ve had time to come up with multiple plans. We never thought that we would have to go to plan C or D, but we did. We\u2019ve obviously had to tweak things but we\u2019ve mostly just been implementing some of the different scenarios that we had envisioned. We\u2019ve had to do things like shift some of the entry points, introduce timed booking slots and so on. We have been very reactive in real time but it's all based on a comprehensive plan that we already had in place. Without that long trial period, this would have been much more complicated.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM:<\/strong> <strong>What has the feedback been from visitors thus far and what mechanisms do you have in place to capture that feedback and to improve the overall visitor experience?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> We have several ways of capturing feedback. There\u2019s obviously social media and Google reviews, which we capture. We have onsite surveys, where people can share their comments, and we get feedback from the tour guides. I\u2019m happy to report that the feedback is predominantly positive. Sometimes on very busy days, there's the comment that it's a bit crowded but I would say by and large, people are very excited and very happy to finally be able to see these collections.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: You\u2019ve spoken about \"Managing through Influence\" and the challenges of managing service quality across various entities (ticketing, security, catering) that may not directly report to Legacy. How do you coordinate amongst these various entities?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> Legacy operates the GEM under a Public-Private Partnership (PPP) model. It's obviously a bit different from other PPP\u2019s that we [Hassan Allam Holding] have been involved in. The infrastructure, water, power and logistics PPPs are different in nature compared to this because at the end of the day, the private sector makes the investment and then the government takes the final product. With Legacy it's very different because we have multiple entities involved in the day to day operation. For example, by law, the government is responsible for ticket sales and security for the artifacts, restoration teams, and curators. Then you have the rest of the operational model, which is us. It has been a learning curve and it took a long time for everybody to understand where their roles start and end, but I think we\u2019re now in harmony.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: Legacy made a deliberate choice to invest in local capacity. Can you quantify the employment impact and describe the long-term plan for developing specialized skills in museum operations and visitor service among staff?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> Integrating public and private sector employees, who often come from different corporate cultures, is not the easiest thing to do. Legacy and the GEM Authority, have however jointly conducted mixed training and team building exercises. We\u2019ve used trainers from abroad for everything from hospitality, to visitor services, and visitor experiences. Staffing has been a bit tricky because there is no other institution in Egypt like us. We had to look to multiple industries to assemble the best team possible. Our areas of expertise are so diverse. Everything from learning and education, cultural programming, arts and culture, to music, engineering and marketing. On the ticketing side employees are supervised by the government but trained by our hospitality team. It\u2019s all about letting each party do what they know best. It has been a challenge to make everybody feel like they are under one umbrella when you actually belong to different organizations but I think so far we\u2019ve been successful. Legacy also has partners and subcontractors like, for example, facility management, which is run by Eden, a subsidiary of Hassan Allam Holding. At the end of the day it\u2019s about integrating and quality controlling multiple teams and multiple subcontractors.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: You\u2019ve been with Hassan Allam since 2018, before Legacy was created. How does this role compare to other positions that you have held in the organization?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> I've worked on many projects, of many sizes, in many countries but I\u2019ve never experienced anything quite like this. Like any large organization there are many moving parts. So first it\u2019s important to identify and communicate to people what their role is. You have to create a combined ecosystem and say, \u201cthis is our goal.\u201d This is what we're trying to do and then you start defining roles and responsibilities.The unique thing about this organization is the amount of pride that everyone takes in making the GEM a success. Everyone from senior management to the cleaning staff is really committed and it's amazing to see that spirit of national pride. This is essentially what we have always done at Hassanal Allam. For the past 90 plus years we\u2019ve taken on national projects. For us at Legacy it's about Egypt and supporting the development plan for tourism.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: How many people do you have on your team?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> The Legacy team is relatively small, we're roughly 130 people but with our subcontractors we are just shy of a thousand people in total.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: It sounds like you are well on your way to building a center of excellence when it comes to cultural management. Are there other PPP projects that Legacy is considering taking on in the near future?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong>Yes, we're already eyeing a few projects but we have to be very selective. We\u2019re looking at where else it would make sense for us to come in. The projects have to be financially sustainable. The GEM is the only museum of its size in the world that is financially sustainable, on its own, without government subsidies or donations. So for us to replicate this model, the government will want the same and for our part, we don't want to take on something where we can't actually add value and make an impact.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: Beyond ticketing, how is the revenue mix structured? What role do the retail, corporate events, catering, and hospitality partnerships play in achieving financial <\/strong><strong>sustainability for the GEM?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong>The hero is always ticketing. The gift shop is another. Events, educational services, and cultural programming like concerts are also a big part. We also have sponsors, or as we like to call them, partners, like the National Bank of Egypt, Vodafone, AXA, Go bus for mobility, and Fine for our consumables, and we've got quite a few more in the pipeline. We\u2019re always looking for creative ways to add to our story and to our revenue streams like for example the new co-working space that we are developing in collaboration with RiseUp. We loved the idea of having a collaborative co-working space because we are not just about the past. We preserve the past and we innovate for the future. The GEM is a very inspirational space to work and we wanted to make it accessible to a younger generation of Egyptians. Making the GEM a place that people keep coming back to whether through our series of GEM Talks that cover topics from fashion, to art and technology, or through temporary exhibitions and other events is part of our mission. It\u2019s important from both the cultural and revenue perspectives.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM:<\/strong> <strong>The GEM has introduced so many new things beyond the artifacts, amongst them is the advanced technology. Can you tell us a bit more about that?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> The entire building is being managed by technology. Inside the galleries, visitors have touchscreens, digital exhibits and digital storytelling. We are the first Egyptian museum to have audio guides and we have VR technology where you can put on a pair of glasses and see how the pyramids were built. So we are using technology for two buckets, operational excellence with things like electronic ticketing and enhanced visitor experiences. The investment in technology on the CAPEX side has been huge and it continues to grow because we want to continue being innovative.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: After the initial \"Grand Opening\" buzz subsides, what is Legacy's strategy for maintaining high international visitor traffic and ensuring the GEM becomes a repeat destination for local and regional audiences?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong>On the international side, we're depending heavily on the wider marketing campaigns from the Egyptian government. We will have our own campaigns as well to keep the momentum going. We're also establishing relationships with tour operators both external and internal to influence how much time they allocate to the GEM. For local visitors we want to make sure that there are always new reasons for them to visit.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: What do you see as the biggest operational challenge and the biggest opportunity with the GEM going forward?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> Crowd management remains my number one challenge but it\u2019s also an opportunity. We have a treasure of national interest that we didn't anticipate and we need to look at what we can do with that. I think the fact that we were able to capture their attention could be our biggest opportunity going forward.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM:<\/strong> <strong>What are you doing to address the crowd control issue?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> We're doing everything from moving to ticketing online, to designated time slots, to monitoring how many people go in and out of which zones so that we can start looking at how we can control the flow of traffic and make zones easier to access. We\u2019re using technology like counters and sensors to create a sort of a heat map. Working closely with the tour guides is also part of the solution but I think what you need to do first is monitor behavior, get proper data and then you can come up with a plan. I think the data from the first few months is not representative because the profiles of the visitors might change.We need at least six months to one year of data before we can come up with a comprehensive plan.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: Would you consider extending your operating hours?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong>We have already extended the hours. Twice a week our galleries stay open until 9pm. The complex itself stays open for another hour or so after the galleries close. And of course, there's always private screenings that we offer to people who want to come in either before or after official opening hours. We have a lot of interest in that.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: What do you love the most about your job and what's your favorite exhibit in the GEM?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Merette:<\/strong> What I love the most is the impact but of course that comes with a lot of responsibility. As someone who has held many different roles in different industries, I think this is by far the most impactful position I have held. I also love working with people who are so passionate about what they do. They'll kill themselves trying. As for my favorite exhibit I've got to go clich\u00e9; it\u2019s Tut. Many of the pieces have been on display before in the Tahrir museum but I have to say the packaging makes a difference. If anybody wants to defend marketing, this is your proof.<\/p>\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/hassan-allam-holding\/\">Hassan Allam Holding<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/legacy\/\">Legacy<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/museum-management\/\">MUSEUM MANAGEMENT<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"675849\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"675849\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">3<\/div>\r\n\r\n                    <p class=\"f-graphik\">Development finance<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/inside-japans-two-decade-partnership-with-the-gem\/\">\r\n                            Inside Japan\u2019s two-decade partnership with the GEM                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/inside-japans-two-decade-partnership-with-the-gem\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/new-tab.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"#\" target=\"_blank\" onclick=\"event.preventDefault(); 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This collaboration also spans conservation technology, and training programs that would position the GEM as a regional hub for heritage science.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>A Strategic push on culture, tourism, and long-term growth:<\/strong> Following the 2011 downturn in tourism and foreign investment, JICA viewed the museum as a central pillar for economic and social development and provided supplemental concessional financing to complete the museum construction.. Tourism remains one of Egypt\u2019s biggest FX generators, and better use of cultural assets \u2014 through exhibitions, education, and research \u2014 is key to strengthening the sector. JICA\u2019s broader cooperation vision focuses on maintaining the GEM\u2019s value as a world-class museum and supporting long-term tourism development built around heritage.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Japan financed the museum through two concessional loans \u2014 JPY 34.8 bn (c. USD 244 <\/strong><strong>mn) in 2006 and JPY 49.4 bn (c. USD 374 mn) in 2016, <\/strong>covering construction, exhibition spaces, ICT systems, site works, and consulting services. These loans helped shape the physical and technological backbone of the GEM.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Beyond financing, JICA contributed heavily to the museum\u2019s technical capabilities: <\/strong>Its support included ICT systems across the museum, Toshiba facial-recognition technology, AGC showcase glass, 3D documentation tools, and AR\/VR reproductions of artifacts that would be accessible through QR codes. Equipment such as digital microscopes, portable X-ray machines, electric forklifts, and spider cranes strengthened the museum\u2019s conservation and artifact-handling infrastructure. \u201cJICA has also supported the 2nd King Khufu\u2019s boat conservation lead by Professor Sakuji Yoshimura, who has long been involved in Egyptian archaeology, and has led the prominent Egyptian-Japanese expert team for the excavation, transportation, and restoration of the boat which is one of the major attractions of GEM\u201d, Ebisawa noted.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The GEM Conservation Center \u2014 constructed by the Government of Egypt and opened in 2010 now one of the region\u2019s most advanced \u2014 is a direct <\/strong><strong>result of this cooperation. <\/strong>JICA helped develop the archaeological database covering 5,500 Tutankhamun artifacts, collaborated on the conservation of 72 objects across wood, textiles, and wall paintings, and supported scientific investigations that revealed details such as the bentwood structure of Tutankhamun\u2019s chariots and the fine quality of linen used in his garments. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The training component was sizable: <\/strong>107 programs and 2,250 training opportunities for conservators, scientists, and curators, alongside the safe transportation of around 20k artifacts to the GEM.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Indirect support also appears in JICA\u2019s infrastructure portfolio, which include a commitment of <\/strong><strong>USD 1.8 bn f<\/strong><strong>und for Cairo Metro Line 4 \u2014 Phase 1<\/strong>. The phase spans around 18 km and 17 stations, including both a GEM Station and an El Remaya Station, improving future access to the museum and the Pyramids Plateau.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>With the GEM now open, cooperation has shifted toward operations and management:<\/strong> The support for management of the Grand Egyptian Museum project places Japanese experts \u2014 including the First Assistant Executive Director \u2014 within the museum to support the Grand Egyptian Museum Authority in strengthening marketing, PR, digital services, and international relations. And more is coming\u2026<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>\u2026Two major programs have begun:<\/strong><\/p>\n<ul>\n<li><strong>The GEMA Capacity Development Project (2025\u20132028) <\/strong>will deepen operational and management capabilities through the dispatch of experts covering museum management, PPP oversight, marketing, visitor experience, education, and outreach.<\/li>\n<li><strong>The GEM Global Conservation &amp; Scientific Research Hub Project (planned from 2026 \u2013 2029) <\/strong>aims to position the museum as a leading regional center for scientific research, conservation training, and knowledge exchange across the MENA region.<\/li>\n<\/ul>\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/development-finance\/\">development finance<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/the-grand-egyptian-museum\/\">The Grand Egyptian Museum<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"675851\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"675851\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">4<\/div>\r\n\r\n                    <p class=\"f-graphik\">Tourism<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/etas-ahmed-youssef-on-tourism-positioning-after-the-gem-opening\/\">\r\n                            New museum, new marketing campaign?                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/etas-ahmed-youssef-on-tourism-positioning-after-the-gem-opening\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/new-tab.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"#\" target=\"_blank\" onclick=\"event.preventDefault(); 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How will the GEM change the country\u2019s tourism narrative and how will that impact the global marketing message? To find out, EnterpriseAM sat down for a one on one interview with Ahmed Youssef, CEO of the Egyptian Tourism Authority (ETA).<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: How will the GEM change Egypt\u2019s global marketing message, and is there a new tourism identity you want the world to associate with the country?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Ahmed Youssef: <\/strong>We currently promote Egypt as unmatched in diversity when it comes to tourism products. Egypt has been historically marketed as a cultural destination with museums and antiquity sites. In the 90s we started to establish tourism focused on leisure, or what we call sun and sea, in South Sinai and the Red Sea. Now we are developing much more impactful products like spiritual tourism, eco-tourism, and sports tourism focused on activities like scuba diving, snorkeling, mountaineering, etc. So, we position Egypt as having unmatched diversity. I would personally like to ensure that we are one of the top 10 global destinations. The GEM is definitely part of that. It doesn't just represent the antiquities part. With its technology, innovation, and immersive experiences, it also represents a new, modern and exciting product. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: Are there any specific campaigns that are going to be devoted to the GEM in the coming period?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>The GEM doesn\u2019t really need promotion on its own, the whole world is talking about it. Since 2020, I\u2019ve been asked when the GEM would open. I believe this was the biggest teaser campaign I ever worked on. We are, however, using the opening of the GEM to promote the city as a whole, so that Cairo is not just a two- or three-night destination but rather a seven-night stay. The government has been investing heavily in the infrastructure around the GEM, including roads, public transportation, and airport expansions. Now we have Sphinx Airport servicing the Grand Egyptian Museum, Saqqara, and Giza. If you visit the Pyramids, for example, you can see that we have upgraded services. So we are actually using the GEM to promote and uplift other products and destinations in Egypt.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: I know a lot has been done to upgrade the Pyramids Plateau, but are there still plans for further development in the area?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>We will never stop developing. We have a strategy to reach 30 mn tourists within the coming few years, and that requires three main things: double the hotel rooms, double the airline capacity, and an improvement in customer experience. Continuous development is a must.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: What role, if any, does the Egyptian Tourism Authority play in improving the overall tourist experience, including staff, security, and tour guide training?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>Our role is technically marketing and communication, but we definitely also play an important role when it comes to customer feedback. We provide that feedback to other entities like airports, ministries, and our colleagues on the antiquities side. This feedback is crucial for them to be able to upgrade their services. And that communication role goes both ways. Our role is to deliver the message to our target visitors to make sure they know what kinds of facilities we are providing and to ensure that visit is easier and more enjoyable.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: Do you expect the GEM to unlock a new demographic or a new target market for Egypt \u2014 a new type of visitor that might not have come here before?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>I think the GEM is definitely an added value for a well-established destination. We will certainly attract more lovers of culture, in addition to a new segment that may have initially come for other types of products but will now be encouraged to explore the new museum as well. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: What economic impact do you expect from this USD 1 bn project in its first year in terms of visitor numbers and tourism revenue?<br \/><\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>I wouldn\u2019t say that the Grand Egyptian Museum as a standalone project will bring a dramatic shift in revenue and economic impact. Certainly, for now, it\u2019s the hero and the focal point of discussion but it\u2019s one element that\u2019s tied to a holistic strategy that we are using to attract more tourists and have them stay longer. We have been developing many other areas of Greater Cairo, such as Cairo Citadel, Islamic Cairo and Saqqara. The Tahrir Museum still houses many magnificent pieces, so there is lots to see. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\">I think Sphinx Airport will also attract more people to come for shorter one-day trips to see the pyramids and the GEM, and that will also have a significant economic impact. Collectively, all of this will translate into higher numbers of visitors and more revenue.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: You\u2019ve mentioned an integrated approach, but we often hear that the GEM is expected to attract around 5 mn new visitors a year, is that figure accurate? <\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>Well, it might be even more. In some areas like the pyramids, for example, we have been facing what we call over-tourism. For the GEM, we are expecting the same. If we extend the opening hours for the Grand Egyptian Museum, for example, or maybe have different layers of pricing for ticketing \u2014 we can better control that. Time will tell. However, I believe it will definitely be an amazing number.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: What about local tourism? Is the GEM, with its current ticket pricing, affordable for Egyptians?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>I sit on the GEM board, and whenever we increase prices, we bear in mind that in order for the museum to continue as an iconic institution, we need to have very good maintenance and ongoing upgrades, and these kinds of things require financing. That\u2019s number one. Number two, for certain categories of people, we already provide up to 50% reduced ticket price, for example, for students, the elderly, and many other categories. We need to make sure that we are fair and maintain a balance.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: How is the Tourism Authority working with the private sector to expand hotel capacity around the GEM?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>Whenever we need to increase capacity in a certain area, we coordinate with the private sector, not just for hotel rooms but also for airports. For example, Hurghada Airport, Marsa Alam Airport, and very soon we are opening Bernice Airport in the Red Sea area. On the North Coast we have El Alamein and Marsa Matrouh airports. I believe a very good percentage of our budget goes to co-marketing activities with the private sector to make sure that we are covering products and new destinations.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: How many hotel rooms do we have in Giza now?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>I believe in Greater Cairo we have something around 35k rooms, which is not enough.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: So, what\u2019s the target?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>The target for the whole of Egypt is to have, by 2031 or 2032 \u2014 depending on many factors \u2014 450k rooms. Currently, we have almost 220k rooms, and we plan this year to increase by another 15k rooms.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: And for Greater Cairo specifically?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>For Greater Cairo, I believe the target is to double as well \u2014 rather than 35k, we should reach between 65k and 70k rooms. And until that happens, we opened licensing for holiday homes or short-term rentals. So, if people have places to rent, we just want to guarantee that they are offering good service and safe locations.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>EnterpriseAM: What do you foresee as the biggest challenge ahead for the tourism sector?<\/strong><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Youssef: <\/strong>I would say that the demand is definitely there and that the biggest challenge will be airline\/airport capacity. We\u2019ve already addressed the accommodation issue with holiday homes and short-term rentals, but airline capacity will continue to be a challenge for a while.<\/p>\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/marketing\/\">MARKETING<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/the-grand-egyptian-museum\/\">The Grand Egyptian Museum<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/tourism\/\">tourism<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n<section id=\"675853\" class=\"issue-section \">\n<div class=\"issue-section__content\">\n<div class=\"stories\">            <!-- Show divider before story section -->\r\n        <div \r\n            class=\"\r\n                story-section            \"\r\n            id=\"675853\">\r\n            \r\n                <div class=\"issue-story-header text-center\">\r\n                    <div class=\"index-number\">5<\/div>\r\n\r\n                    <p class=\"f-graphik\">THE GEM GUIDE<\/p>\r\n                    <h3 class=\"story-title\">\r\n                        <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/inside-the-gem-part-2\/\">\r\n                            Inside the GEM \u2014 Part 2                        <\/a>\r\n                    <\/h3>\r\n\r\n                    \r\n\t\t\t\t\t\n<div class=\"cta\">\n    <div class=\"cta__btn share-dropdown-cta dropdown-toggle-btn\" style=\"position:relative\">\n        <img decoding=\"async\" src=\"https:\/\/ent.news\/internal\/408834.svg\" alt=\"\">\n        Share Story\n        <!-- Dropdown Menu -->\n        <ul class=\"share-menu\">\n            <li class=\"list-inline-item\">\n                <a href=\"https:\/\/enterpriseam.com\/egypt\/2025\/11\/19\/inside-the-gem-part-2\/\" target=\"_blank\">\n                    Open in new tab                    <!-- <img decoding=\"async\" src=\"assets\/media\/placeholder\/svg\/new-tab.svg\" alt=\"\"> -->\n                <\/a>\n            <\/li>\n            <li class=\"list-inline-item\">\n                <a href=\"#\" target=\"_blank\" onclick=\"event.preventDefault(); 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In part two today, we continue this journey through Egypt\u2019s golden age and beyond \u2014 from the power and artistry of the New Kingdom to the cosmopolitan influences of the Greco-Roman world \u2014 before stepping into the immersive, child-friendly universe of the GEM\u2019s interactive children\u2019s museum.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\">\n<p class=\"tag-border-left\">GALLERIES 7\u20139: NEW KINGDOM<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Known as Egypt\u2019s golden age, this period produced some of Egypt\u2019s most famous <\/strong><strong>pharaohs, including Hatshepsut, Akhenaten, Nefertiti, Tutankhamun, and Ramses II.<\/strong> The era featured territorial expansion, wealth accumulation, and the construction of grand temples.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The New Kingdom stood as an age of unparalleled power, creativity, and monumental <\/strong><strong>architecture that reflects the religious beliefs that defined Egypt at its height. <\/strong>The remarkable statuary of that era captures the power and divinity of New Kingdom rulers, with colossal figures demonstrating the empire\u2019s wealth and artistic achievement. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Temple and tomb objects reveal religious practices at their most elaborate, including <\/strong><strong>ritual implements, offering tables, and sacred vessels used in daily temple ceremonies. <\/strong>Religious texts and papyri document complex theological beliefs, magical spells, and the Book of the Dead, which guided souls through the dangerous journey to the afterlife.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Daily life items show how ordinary Egyptians lived during this prosperous period<\/strong>, from cosmetic containers and mirrors to furniture and household tools that reveal surprisingly sophisticated living standards. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Military equipment and victory monuments document Egypt\u2019s imperial expansion<\/strong>, including chariots, weapons, and stelae commemorating successful campaigns in Nubia and the Levant. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Statues of Queen Hatshepsut show her depicted with traditional male king regalia, <\/strong><strong>including the false beard and <\/strong><strong>nemes<\/strong><strong> headdress<\/strong>, emphasizing her unprecedented claim to full pharaonic authority.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The head of King Akhenaten displays a distinctive artistic style that broke from tradition<\/strong>, with elongated features and unusual proportions that marked his radical religious revolution.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\">\n<p class=\"tag-border-left\">GALLERIES 10\u201312: THIRD AND LATE INTERMEDIATE PERIODS TO GRECO-ROMAN PERIOD<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>This period demonstrates Egypt\u2019s adaptability and enduring cultural strength even as it <\/strong><strong>came under the influence of Libyan, Nubian, Persian, Greek, and Roman powers.<\/strong> As Egypt mingled with Greece and Rome, new gods and customs were woven seamlessly into the ever-evolving spiritual tapestry.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>These final galleries portray Egypt as a vibrant crossroads, shaped by influences from<\/strong><strong> Africa, the Mediterranean, and the Near East.<\/strong> Visitors can see Egypt under changing dynasties and foreign rule, with transforming art, religion, and daily life.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Sculptures and temple fragments show blended artistic styles that combine traditional <\/strong><strong>Egyptian forms with Greek naturalism and later Roman realism, <\/strong>creating unique hybrid artworks. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Jewelry and coins from various ruling periods demonstrate both continuity with ancient <\/strong><strong>traditions and adaptation to new rulers\u2019 preferences<\/strong>, with Greek and Roman iconography appearing alongside pharaonic symbols.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Colossal statues of Ptolemaic kings and queens recovered from the Mediterranean Sea<\/strong>, crafted from exquisite pink granite, show rulers adopting Egyptian royal conventions while maintaining Greek cultural identity. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Religious artifacts show the integration of Greek and Roman deities with traditional <\/strong><strong>Egyptian gods<\/strong>, creating syncretic figures like Serapis who combined attributes of multiple divine beings.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Cultural exchange objects demonstrate Egypt\u2019s cosmopolitan character<\/strong>, from Hellenistic pottery to Roman glasswork found alongside traditional Egyptian amulets and scarabs. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Victory columns commemorate military achievements<\/strong>, displaying elaborate carvings with historical narratives in both Egyptian and Greek artistic styles.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Royal regalia includes crowns and ceremonial objects that show how foreign rulers adopted pharaonic symbolism to legitimize their rule over Egypt<\/strong>, the treasures from their royal tombs at Tanis showcasing the continued excellence of Egyptian metalworking, with silver and gold objects rivaling earlier periods in their technical sophistication.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\">\n<p class=\"tag-border-left\">THE CHILDREN\u2019S MUSEUM<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The Children's Museum at GEM<\/strong><strong> is an interactive space for children aged 6 to 12, <\/strong><strong>emphasizing learning through play rather than traditional exhibits.<\/strong> It covers 5k square meters, with experiences including interactive screens, augmented reality (AR), and hands-on games, as well as various visual exhibits and guided programs.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>What children will experience: <\/strong>The entire Children's Museum is delightfully Egyptian in theme, simulating the daily life and activities of the ancient Egyptians with brightly colored exhibits lining the inviting space. Areas for role playing allow young visitors to drive a chariot or dine with a pharaoh, stepping into a vibrant, sensory-rich environment where kids explore ancient Egyptian life through visuals, sounds, touch, and movement.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Activities include exploring digital and AR exhibits that make mummies and temples <\/strong><strong>come to life<\/strong>, participating in mummy workshops with educational demonstrations of the mummification process, and visiting hieroglyphic writing stations where children learn to write their names in hieroglyphics.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Each of the museum's five sections accommodates different learning styles<\/strong>, with visual learners enjoying vivid educational panels inspired by hieroglyphics and tomb paintings, while overscale furniture and props invite children to interact. Multimedia technology and games draw them into the lifestyle of Egyptians from thousands of years ago.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Every weekend, the museum hosts special workshops for children, including <\/strong><strong>mummy-making sessions, hieroglyphic writing classes, and ancient Egyptian craft activities.<\/strong> The museum offers special programs that blend storytelling, music, art and hands-on crafts, including time to explore the Children's Museum for a truly immersive day. Tell Tales Day programs feature storytelling and doll-making adventures, while music-focused programs help children discover how music shaped ancient Egyptian life through interactive games and crafting instruments.<\/p>\n\t<\/div><!-- .entry-content -->\n\n\t\n<\/article><!-- #post-${ID} -->\n\n\n    <div class=\"tags-section\">\n        <div class=\"f-graphik\">Tags:<\/div>\n        <div class=\"tags-list\">\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/history\/\">History<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/the-gem-guide\/\">THE GEM GUIDE<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                            <a rel=\"tag\" href=\"https:\/\/enterpriseam.com\/egypt\/tag\/the-grand-egyptian-museum\/\">The Grand Egyptian Museum<\/a>\n                <!-- <span class=\"sep\">,&nbsp;<\/span> -->\n                    <\/div>\n    <\/div>\n            <\/div>\r\n        <\/div> <!-- \/.story -->\r\n    \n    \n\n    <\/div>\n<\/div>\n<\/section>\n","protected":false},"featured_media":675843,"template":"","categories":[],"tags":[],"class_list":["post-675842","gem","type-gem","status-publish","has-post-thumbnail","hentry","wpautop","entry"],"acf":{"mongo_id":"d6fdddbb-8511-44f3-86c3-0fd6815c9d28","teaser":"","photo_url":"https:\/\/ent.news\/2025\/11\/1490.jpg"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - 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