Vilnius: The Ministry of Tourism and Antiquities announced its participation in the Travel Trade Roadshow - TTR Baltic May 2026, which took place across the Baltic capitals of Vilnius, Riga, and Tallinn. This initiative is part of the ministry's ongoing efforts to enhance tourism inflow from the Baltic region to Egypt.

According to State Information Service Egypt, the roadshow was organized by B2B Baltic Travel and gathered tourism professionals and tour operators from across the Baltic states. The event commenced in Vilnius with 60 representatives from tourism companies and operators, moved to Riga with over 100 tourism specialists, and concluded in Tallinn with more than 50 participants.

Tourism and Antiquities Minister Sherif Fathy expressed the ministry's focus on the Baltic markets, citing them as promising sources of tourism that show increasing interest in Egypt. He noted that Egypt's participation in the roadshow aligns with the ministry's strategy to diversify tourism source markets and reinforce Egypt's presence by showcasing the country's varied tourism offerings suitable for different traveler interests throughout the year.

During the roadshow, Mohamed el-Sherbiny, the Egyptian Tourism Authority's official for the Baltic markets, engaged in discussions with major tour operators. These discussions centered around reviewing indicators from the past winter season, planning for the summer, and exploring the potential for organizing trips to Egypt's North Coast. Additionally, the talks aimed at enhancing cooperation to promote specialized tourism products, particularly in golf and diving tourism.

B2B Baltic Travel is known for organizing tourism industry events in the Baltic states and collaborates closely with tourism sector partners through roadshows, workshops, familiarization trips, and joint promotional campaigns.