Transformational Study Tour to Cairo Brings International Business to Life

Twenty International Business students from LUBS undertook a week-long immersive study tour to Cairo, Egypt, gaining first-hand experience of doing business in the Middle East.

The visit was led by Andy Smith, Director of Student Education for International Business, in collaboration with the School’s Internationalisation Team. The Onsi Sawiris School of Business at The American University in Cairo (AUC) hosted the visit. The initiative reflected the School’s commitment to offering transformative international experiences that enhance students' global mindset, employability and intercultural competence.

Students took part in a dynamic itinerary of academic lectures, cultural visits, and business engagements. Highlights included lectures and workshops on topics such as regional branding adaptation, human capital and labour markets, and entrepreneurship in the Middle East region.  Company visits offered behind-the-scenes insights at Domty and Procter & Gamble’s baby care manufacturing plant.  Students also experienced the rich culture that Egypt has to offer, with visits to the famous El Mo’ez Street and the great Pyramids of Giza.

A key feature of the week was the Branding Challenge – a collaborative project pairing LUBS and AUC students to reimagine a UK product for the Egyptian market. The task encouraged students to apply academic theory to real-world business challenges and culminated in final presentations to academic and industry judges.

Andy Smith, who led the tour, said: “This was much more than an academic exercise. It was a powerful international learning experience that allowed our students to step into a new culture, challenge assumptions, and connect what they’ve studied in the classroom with the reality of global business practice. Watching their growth throughout the week was incredibly rewarding.”

The International Business department is now exploring options to offer a similar opportunity to next year's students.