The crisis affecting tourism in Egypt, a sector on which the economy heavily relies, has been worsening by the day since the January 25 Revolution. At every sign of recovery, tourism relapses again due to the fall of two regimes in just over two years and the subsequent tenuous security situation, in addition to the declaration of a state of emergency and the imposition of a curfew.

The Egyptian government is trying to restore Egypt’s position on the international tourism map through the execution of an emergency plan. The Ministries of Tourism, Antiquities, Civil Aviation, Foreign Affairs, Local Development and Communication are taking part in this multi-sector plan, which will be comprised of hosting night-time events for international tourism companies in the most important touristic regions of Luxor and Aswan, in addition to opening sites to the public that were previously inaccessible. Day trips will also be launched and airfare will be reduced to promote the provinces of the Red Sea and South Sinai, deemed safe touristic destinations. Neither has been affected by the developments Cairo is currently witnessing.

The plan also involves taking advantage of Oct. 22 — one of only two days a year when the sun’s rays reach the inner sanctuary of the Abu Simbel Temple and shine on the statue of Ramses II — to launch an international advertising campaign through Egypt's embassies. A number of international figures and artists, including former British Prime Minister Tony Blair, will be invited to contribute to promoting tourism and restoring trust in Egypt as a tourist destination, as was announced by Tourism Minister Hisham Zaazou.

Zaazou added that he will contract with international public-relations companies to improve Egypt’s image among tourists, since direct advertising will not yield results at this stage. Zaazou noted that trips for prominent international journalists will be organized and to convey the "real image" of Egypt.