Prime Minister Mostafa Madbouly inaugurated the 7th Turathna Exhibition at the Egypt International Exhibitions Center in New Cairo, under the patronage of President Abdel Fattah Al-Sisi, reaffirming Egypt’s commitment to transforming traditional crafts into a driver of tourism and sustainable commerce.
Organized by the Micro, Small, and Medium Enterprises Development Agency (MSMEDA), the exhibition hosts over 1,000 projects across 32 craft sectors, showcasing how local artisans are blending tradition with innovation to reach new markets. This year’s edition highlights digital marketing, e-commerce, and brand design as essential tools for reviving Egypt’s craft exports and linking artisans with global tourism flows.
MSMEDA CEO Bassel Rahmy noted that the agency has invested over EGP 1 billion since 2014 to support artisans and small enterprises, creating nearly 80,000 jobs. The agency’s “Our Services” pavilion provides hands-on digital marketing and branding consultations — a critical step in helping craftsmen connect their products with Egypt’s growing tourist destinations from Aswan to Siwa.
Experts say the strategy reflects Egypt’s broader vision: pairing cultural heritage with tourism promotion. Dr. Heba Mansour, a cultural economist, explained that “linking crafts with tourism and digital platforms multiplies value — every artisan becomes both a storyteller and an ambassador for Egypt’s heritage.”
On the sidelines, a new MoU between MSMEDA and the Arab Tourism Organization aims to expand Turathna across Arab countries, boosting cross-border cultural tourism and export potential.
Madbouly emphasized that “every handmade product carries Egypt’s identity,” adding that supporting artisans means supporting tourism, jobs, and national pride — proving that heritage, when marketed smartly, is not just memory, but modern economic power.
