According to Bassel Rahmi, CEO of the Medium, Small, and Micro Enterprise Development Agency (MSMEDA), the projected sales target is EGP 235 million.

The exhibition, held under the patronage of President Abdel-Fattah El-Sisi, takes place at the Egypt International Exhibitions Centre in New Cairo's Fifth Settlement from 12 to 21 December, according to a statement by the Egyptian Cabinet. 

"The exhibition highlights Egypt's cultural heritage in a contemporary manner that caters to the tastes of a large base of enthusiasts of this art form locally and globally while contributing to the livelihood of many productive families," said PM Madbouly.

As per MSMEDA’s CEO, the exhibition stems from its vital role in supporting national projects and initiatives to reinforce Egyptian identity by reviving traditional and cultural crafts and industries. 

The exhibition features over 1,000 projects nationwide, representing 32 handicraft sectors, read the statement.

Turathna is organized by MSMEDA, along with Rahmi partners from government bodies, financial institutions, companies, universities, and international development partners, stated Rahmi. 

Rahmi highlighted that the "Turathna 2024" exhibition showcases a diverse range of eco-friendly products that reflect the unique heritage arts of Egypt's governorates. Presented in a modern style to cater to various customer tastes, these products combine tradition with contemporary appeal. 

The exhibition features handmade carpets, kilims, textiles, Akhmim linens, women's accessories, copper and glass crafts, and many more.

Prime Minister Mostafa Madbouly tours the "Turathna 2024" exhibition pavilions, where local women artisans showcase their handmade crafts and traditional products. Egyptian Cabinet page

Global forum
  

According to MSMEDA CEO, this year, the exhibition allocates pavilions for eight countries: the UAE, Saudi Arabia, Bahrain, Tunisia, Algeria, India, Pakistan, and Latvia, in recognition of their contributions to supporting entrepreneurship, employing youth, reviving handicrafts, and preserving heritage. 

Meanwhile, he stated that MSMEDA plans to transform Turathna into a global forum for heritage artisans from Egypt and worldwide to share experiences, exchange expertise, learn about the latest developments in production, manufacturing, and marketing, and create job opportunities. 

It provides sustainable marketing channels for Egyptian products, domestically and internationally, boosts trade with other countries, and promotes handmade heritage goods, Rahmi elaborated. 

Rahmi said the exhibition encourages informal enterprises to join the formal economy and attracts investment from international donors to support and preserve traditional crafts and small enterprises.

Prime Minister Mostafa Madbouly engages with representatives from the UAE pavilion at the exhibition. Egyptian Cabinet page

Upcoming partnerships
  

Turathna exhibition will witness the signing of several strategic partnerships aimed at promoting and developing Egypt's handicrafts and heritage industries, according to CEO Rahmi.  

MSMEDA will partner with India's National Small Industries Corporation (NSIC) to support and develop handicrafts and heritage industries through knowledge exchange and joint initiatives. 

Moreover, MSMEDA will establish "Turathna" marketing platforms at Cairo Airport, providing dedicated spaces to display and sell “Made in Egypt” handmade and heritage products. 

A tripartite agreement between MSMEDA, Legacy Development, and Museum Commercial Consulting will support heritage artisans, showcase their products at tourist sites, and feature them at the Grand Egyptian Museum (GEM)’s official gift shop.

In partnership with the National Council for Persons with Disabilities, MSMEDA will sign a memorandum of understanding (MoU) to develop the skills of people with disabilities, prepare them for the labour market, and support their small and micro-projects.

The fifth edition of the Turathna Exhibition, held in October 2023, showcased over 1,000 Egyptian artisans under the theme "Egyptian crafts going global," with efforts focused on integrating local handicrafts into the global market.  

Meanwhile, the fourth edition of the exhibition, held in October 2022, featured 1,100 vendors, including Saudi Arabia, the UAE, Jordan, Sudan, and Libya.