Developing new forms of tourism based on intangible culture heritage and creativity in Egypt

PurposeThe purpose of this paper is to discuss the need to establish linkages between tourism, intangible cultural heritage and creativity in Egypt and also diversifying tourism through creativity; and to analyze and explain the impact of intangible cultural heritage on tourism experience in Egypt and the opportunities to generate added value from integrating tourism and creativity. It also suggests some practical steps for developing intangible cultural heritage-based tourism models in Egypt.Design/methodology/approachThe paper proposes a conceptual framework for integrating intangible cultural heritage with tourism in Egypt and its impact on tourism experience. To apply this framework, a case study was conducted focused on the tourism experience derived from intangible cultural heritage in Alexandria. The authors collected primary data by directly observing and experiencing tourism in Egypt, providing valuable firsthand experiential data. These observations offered insights into the practical aspects of intangible cultural heritage-based tourism in Egypt. In addition, secondary data sources such as academic research papers, reports and publications related to tourism and intangible cultural heritage experiences were utilized to support and complement the primary data.FindingsFindings suggest the need for a different approach in intangible heritage based tourism promotion and consumption, an approach that may differ from the conventional and typical considerations in cultural tourism planning and management. In addition, findings emphasized that tourism-based intangible heritage in Egypt can be a constructive platform and sustainable tool to promote the country’s rich culture and traditions while providing employment opportunities for the local population.Research limitations/implicationsThis study provides an exploratory overview of integrating intangible heritage with tourism in Egypt, through exploring Egypt’s intangible heritage and proposing a framework of its inclusion, in order to create an intangible cultural heritage tourism experience. However, the proposed framework and packages should be analyzed and examined on the ground through the heritage, administrative, social and tourist aspects of the destination, to assess the viability of the study.Practical implicationsThe practical implications of this study should be addressed to the decision makers working on management action plans in tourist destinations in Egypt, such as site mangers as well as tour operators. It could contribute to adopting a new approach in developing and implementing a mutually beneficial partnership between intangible heritage and tourism in Egypt.Originality/valueIt is the first study that presents practical steps to develop new models for linking intangible heritage to tourism in Egypt.