Hurghada is one of Egypt’s premier Red Sea destinations with a thriving tourism economy and presents significant opportunities for local communities. The Maaza Bedouin tribe is a key pillar of Hurghada’s cultural heritage, maintaining a rich and unique tradition of storytelling, music, crafts and nomadic practices.
However, the rapid expansion of tourism has displaced some of these traditions, reducing the tribe’s visibility and relevance within the local tourism economy.
Women and young people in these communities are particularly marginalised, with Bedouin women’s participation in the labour force even lower than the already low 18.3% national level, due to cultural and systemic barriers.
To address these challenges the TUI Care Foundation has developed TUI Colourful Cultures Egypt, in partnership with Green Planet. The initiative aims to create a sustainable model for cultural tourism that benefits the Maaza Bedouin community whilst offering visitors authentic local experiences.
The project focuses on establishing the Maaza Colourful Cultures Hub, the first hub dedicated to the traditions and craftmanship of the Maaza tribe, equipped with tools for craft production, training and event spaces. The hub will incorporate a community-based resource management training module for the local community to promote sustainable use of local resources, enhance craftmanship and improve marketability.
A total of 100 people from the Maaza tribe will be trained through the hub in traditional crafts, as well as in creative entrepreneurship, digital marketing and sustainable tourism operations. Additionally, in collaboration with the Red Sea Safari Association, 20 safari operators will be trained in sustainable off-road driving practices, ensuring tourism development protects the Red Sea desert’s unique ecosystems.
The hub will also serve as a space to preserve the Maaza’s intangible heritage such as music, storytelling and history, which will be shared with visitors through cultural events. A flagship annual event, the Maaza Cultural Festival, will showcase Bedouin heritage through workshops, live demonstrations, cultural performances and stargazing sessions.
Beyond cultural events, the hub will generate sustainable income for the tribe through handicraft sales and hospitality services. A community-based cooperative, established and trained through the project will manage production, branding, sales, and distribution of Maaza crafts.
TUI Colourful Cultures Egypt also creates authentic connections between visitors and the Maaza community through immersive cultural experiences. Tourists can engage in hands-on activities such as Bedouin breadmaking, henna art, and traditional coffee ceremonies, or explore a guided tour connecting several Bedouin villages with live performances, storytelling, and culinary delights.
This project is part of the global TUI Colourful Cultures Programme, which protects cultural heritage and empowers creatives in tourism destinations worldwide.
