• Grand Egyptian Museum to open November 1 near Giza Pyramids
• TikTok named official digital partner for live-streamed ceremony
• GEM to display 100,000+ artifacts, including Tutankhamun’s treasures

The Grand Egyptian Museum (GEM) is set to open its doors on Saturday, November 1, at the foot of the Giza Pyramids. For the inauguration ceremony, United Media Services (UMS), the event's promoter, has partnered with TikTok, naming the social media giant its primary digital partner.

"This partnership reflects our commitment to amplifying Egypt’s cultural heritage on the global stage," said Tarek Makhlouf, UMS General Manager, in a statement. "Collaborating with TikTok creates new opportunities for content creators to share Egypt’s unmatched story with the world."

The ceremony will be broadcast live via TikTok Live, allowing millions of users to watch the event in real time. The platform will also offer an exclusive “Night at the Museum" experience, where international creators will explore the GEM after hours, guided by experts, and stream their visit.

To boost user engagement, TikTok will launch a special GEM-themed filter, virtual gifts inspired by iconic Egyptian symbols such as the scarab, pyramids, and Ramses, and an exclusive CapCut template. These tools are designed to help users interact with Egyptian history in a modern and accessible way.

"We are proud to be the official digital partner for one of the most significant cultural events of 2025," said Wael Ezzat, TikTok's Regional Director of Public Policy for North Africa. "This partnership underlines TikTok’s vision of merging heritage with technology to deliver inspiring experiences to audiences everywhere."

Spanning 500,000 square meters, the GEM will house over 100,000 artifacts spanning 7,000 years of history. A highlight will be the first-ever public display of all 5,000 funerary treasures of Tutankhamun. Visitors can also view monumental statues, including an 11-meter-high statue of Ramses II, as well as royal mummies and artifacts from daily life.

With an expected five million visitors annually, the GEM is not only a major cultural hub but also a key part of the country's strategy to bolster its tourism and economic sectors.

In 2024, Egypt welcomed 15.7 million travelers, up from 14.9 million the previous year, generating an estimated $28.8 billion in revenue, or 8.5% of GDP, according to the World Travel and Tourism Council (WTTC). However, despite this growth, the country ceded its position as Africa's top tourism destination to Morocco, which recorded a record 17.4 million visitors.

Still, Egypt holds a structural advantage. According to the World Economic Forum's 2024 Travel & Tourism Development Index, it ranks third in Africa, behind only South Africa and Mauritius. This ranking underscores the country's potential to capitalize on its unique cultural resources while highlighting the need to improve infrastructure and the sustainability of its tourism sector.

Servan Ahougnon