Zawaher initiative has launched several innovative tourism phenomena aimed at highlighting Egypt's distinctive civilizational and cultural image. This initiative focuses on promoting domestic tourism, discovering unconventional archaeological and natural sites, as well as preserving the Egyptian tourism landscape.

The initiative also works to promote positive behaviors, reduce negative behaviors, and enhance sophisticated interactions with tourists.

Zawaher initiative aims to redefine the concept of tourism in Egypt, transforming it from a mere traditional visit into a rich cultural journey that leaves a positive impact on both the visitor and the local community, thus contributing to the revitalization of the tourism movement in a different and innovative way.