The Grand Egyptian Museum : Egypt’s giant bet to revive tourism

More than twenty years after its launch, the Grand Egyptian Museum, located on the Giza Plateau, is about to enter a new era. Built on approximately 50 hectares, with over 470,000 m² of total area and 24,000 m² dedicated to permanent galleries, the museum stands as the largest museum in the world dedicated to a single civilization. The investment matches the ambition, with costs estimated at around USD 1 billion according to sources. It will house more than 50,000 displayed objects, including the complete treasure of Tutankhamun as well as Khufu’s solar boat, showcased for the first time.

GEM is not limited to a cultural showcase. It is part of a broader strategy to revitalize Egyptian tourism

“It is a gift from Egypt to the world and we are proud to finally share it,” said Sherif Fathy, Minister of Tourism and Antiquities. GEM is not limited to a cultural showcase. It is part of a broader strategy to revitalize Egyptian tourism, which is already seeing strong recovery. In 2024, the country welcomed a record 15.7 million visitors, and the government aims to double this figure by 2032. The museum is expected to host between 15,000 and 20,000 visitors per day, creating jobs in services, hospitality, and catering around the Giza site, while generating foreign exchange for a strained economy and strengthening Egypt’s brand as a cultural destination.

The museum also stands out for its museological innovation and conservation efforts. A monumental six‑level staircase, flanked by colossal statues such as the 83‑ton bust of Ramses II, greets visitors. High‑tech conservation laboratories, an integrated research center, and educational and interactive spaces for youth complete the setup. The GEM opening is accompanied by new infrastructure, adapted transport, and tourism circuits to streamline the visitor experience.

Uncertain profitability

Despite these promises, several challenges remain. The schedule has already seen multiple delays, with the official opening initially planned for 2024. Artifact security remains a priority, while the tourism market remains sensitive to geopolitical and economic turbulence. The direct profitability of the museum is uncertain; as Egyptologist Zahi Hawass asserts: “A museum is not about money. It’s about respecting one’s own history.”

A desire to shift from mass tourism to high‑level cultural tourism

The opening of GEM marks a turning point for Egypt. It reflects a desire to move from mass tourism to high‑level cultural tourism. By positioning the history of Egyptian civilization as a global attraction, the country is also betting on renewed soft power. The scale and quality of the project send a clear signal to investors: infrastructure, regulation, market access, and international promotion are all in place. Turning this symbolic gesture into a sustainable dynamic will, however, require rigorous management, continuity of the tourism offer, and upgraded service standards.

Turning heritage into a driver of development

The Grand Egyptian Museum in Cairo is now one of the major cultural and economic projects on the African continent. Its 2025 opening gives Egypt the opportunity to turn its heritage into a driver of development. Success will depend on the country’s ability to translate this opportunity into tangible results for the local population, visitors, and the entire tourism sector.