handicrafts are an integral part of the tourism experience, as they represent local traditions and indigenous peoples. Many countries benefit from handicrafts as part of their tourism and heritage identity. As for the New Valley Governorate, the handicrafts sector operates at a level far below its potential as a tourism product. This research aims to assess the role of handicrafts as a tourist attraction in the New Valley governorate. To achieve the objectives of this study a quantitative approach was applied. The targeted population of this study was the foreign and Egyptian tourists in the New Valley governorate. A questionnaire was distributed to a sample of tourists during the period from April to June 2023. Offline (paper) questionnaire was distributed to collect the primary data for this study. A total of 258 questionnaires were collected from the sample of the study. The collected data were analyzed using the statistical package for social science (SPSS V. 25), The results indicated that there are a big importance of handicrafts and there is a lack in using handicrafts as a marketing tool in the New Valley from both ministry of tourism and handicraft's centers in the new valley. The research introduces suggestions to enhancing the use of handicrafts as a marketing tool.