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7mon agoWILLIAM WANYOIKEInfographics
The North African country is betting big on the $1 billion complex and a partnership with short form video platform, TikTok, to cement its cultural influence and prop up its tourism ambitions.
In mid-August, the Egyptian government signed a deal with United Media Services and TikTok, making the short video platform the official digital partner for the opening.
The strategy is to repackage heritage storytelling for the growing digital savvy generation of travellers who increasingly turn to social media for inspiration.
“We are proud to be the official digital partner for one of the most significant cultural events of 2025,” TikTok North Africa’s head of public policy Wael Ezzat said in a LinkedIn post.
“This partnership underlines TikTok’s vision of merging heritage with technology to deliver inspiring experiences to audiences everywhere.”
As part of the collaboration, TikTok will livestream the opening ceremony worldwide via TikTok LIVE, allowing millions to witness the historic moment in real time.
Egypt’s Ministry of Tourism and Antiques has moonlighted on the facility’s planned grand opening, promising a ‘historic moment’ that reflects the museums scale and its symbolic importance.
“The opening will be marked by international attendance and special cultural activations, celebrating Egypt’s timeless heritage on a global stage,” the ministry said on GEM’s official ticketing site.
By enlisting TikTok as its digital partner, Cairo is betting that the grandeur of ancient Egyptian Kings like Tutankhamun’s treasures and the symbolism of Ramses II, whose reign many historians consider the pinnacle of Egyptian art and culture, will go viral and attract bookings. Tourism is Egypt’s third-largest source of foreign exchange after remittances and hydrocarbons.
The sector brought in 14.9 million visitors in 2023, generating $13.2 billion in revenue, and Cairo has set a target of doubling arrivals to 30 million by 2031.
The museum, located within sight of the Sphinx and designed to host more than 100,000 artefacts, is expected to attract between 5 million and 7 million visitors annually once fully operational.
The Sphinx, which depicts a mythical creature with the head of a human and the body of a lion, is one of the largest sculptures in the world and an iconic symbol of ancient Egypt.
FINAL TOUCHES
The Grand Egyptian Museum is currently offering limited access to test site readiness and the visitor experience ahead of its official opening.
It will close entirely from October 15 to November 4, 2025 to complete organisational and logistical preparations.
“Admission is currently limited to the Main Galleries, Grand Hall, Grand Staircase, commercial area and exterior gardens,” read a notification on GEM’s website.
“Access to the Tutankhamun galleries and Khufu’s Boats Museum is restricted until the official opening.”
Officials said the museum will reopen to visitors on the morning of November 4 to offer full tourist experience for the first time.
“The museum will resume visitors starting on the morning of November 4, which marks the 103rd anniversary of the discovery of the Golden King Tutankhamun’s tomb, during official working hours, so that visitors can enjoy the full tourist experience of the museum,” added the notice.
TikTok is also rolling out exclusive creative tools, including a customised Grand Egyptian Museum filter, virtual gifts inspired by Egyptian symbols such as the pyramids and editing templates built around Egypt’s cultural heritage to amplify the event.
The discovery of Tutankhamun’s largely intact tomb in 1922 is considered one of the most significant archaeological discoveries in the modern era.
The full Tutankhamun collection of 5,300 items will be displayed for the first time in its entirety with the aid of augmented reality and spatial mapping.
TikTok will also host a ‘Night at the Museum’ activation, offering international creators a rare chance to explore the complex after hours with local guides and broadcast their experiences directly to global audiences.
Such partnerships leveraging digital platforms reflect a growing trend of tourism boards across Africa using social media platforms to expand reach.
Kenya’s tourism agency partnered with TikTok in 2022 to livestream the wildebeest migration, attracting millions of online viewers.
It appears Cairo hopes GEM will offer a similar draw but on a far larger scale, reinforcing Egypt’s role as one of the world’s most-visited cultural destinations.
