In 2009, Swedish tourists' numbers increased in Egypt to reach 160 000, and the beginning of 2010 witnessed an increase of 20% which put Egypt as first destination for Swedes during winter 09/10 for the first time.

In the Swedish Capital, Stockholm, there is an Egyptian tourism promotion office, which organizes media campaigns in newspapers and magazines specialized in tourism in Scandinavian countries. It also participates in tourist exhibitions in such countries to increase tourists' flow into Egypt.