Hurghada: TUI Care Foundation supports Maaza Bedouin community through cultural tourism - Get updated on what's happening in tourism!

Hurghada is one of Egypt’s most important tourism centres, attracting millions of visitors each year. Yet the rapid growth of the sector has also brought challenges for local communities whose traditions risk being marginalised. The Maaza Bedouin tribe, an integral part of Hurghada’s cultural identity, has seen its crafts, music, storytelling and nomadic heritage lose relevance within the mainstream tourism economy. Women and young people are particularly affected, with Bedouin women facing labour market participation rates even lower than Egypt’s national average of 18.3 percent.

Maaza Colourful Cultures Hub as a centre for heritage and skills

To address these challenges, the TUI Care Foundation has launched TUI Colourful Cultures Egypt in partnership with Green Planet. At the heart of the project is the Maaza Colourful Cultures Hub, the first centre dedicated exclusively to the traditions and craftsmanship of the Maaza Bedouin tribe. The hub will be equipped with craft production tools, training facilities and spaces for cultural events.

A key focus is capacity building. Through the hub, 100 members of the Maaza community will receive training in traditional crafts alongside skills in creative entrepreneurship, digital marketing and sustainable tourism operations. A community-based resource management module will promote the responsible use of local resources, improve craftsmanship quality and strengthen market access for Bedouin products.

Sustainable tourism and environmental protection

The project also extends to the wider tourism ecosystem. In cooperation with the Red Sea Safari Association, 20 safari operators will be trained in sustainable off-road driving practices, helping to protect the fragile desert ecosystems of the Red Sea region while maintaining tourism activities.

Preserving intangible heritage through cultural exchange

Beyond skills development, the Maaza Colourful Cultures Hub will serve as a platform to preserve and share intangible heritage such as music, oral history and storytelling. These elements will be brought to life through regular cultural events for visitors. A flagship annual Maaza Cultural Festival will showcase Bedouin heritage through workshops, live craft demonstrations, performances and stargazing experiences.

Creating income and authentic visitor experiences

The initiative is designed to generate long-term economic opportunities for the Maaza community. Income will be created through handicraft sales and hospitality services, managed by a community-based cooperative established and trained as part of the project. The cooperative will oversee production, branding, sales and distribution of Maaza crafts.

For visitors, TUI Colourful Cultures Egypt offers immersive cultural encounters that go beyond conventional sightseeing. Activities include Bedouin breadmaking, henna art and traditional coffee ceremonies, as well as guided routes linking several Bedouin villages with live performances, storytelling and local cuisine.

Part of a global cultural programme

The Hurghada project forms part of the global TUI Colourful Cultures Programme, which aims to protect cultural heritage and empower creative communities in tourism destinations worldwide. Through initiatives like this, the TUI Care Foundation seeks to ensure that tourism growth supports local cultures while offering travellers meaningful and responsible experiences.

Image Credit: © TUI Group