The Egyptian pavilion participating in World Travel Market London (WTM London 2025) won the Best Design award, in recognition of its artistic and visual excellence and its ability to highlight Egypt's civilizational identity in an innovative and modern style that combines authenticity and renewal.
Sherif Fathy, Minister of Tourism and Antiquities, received the award from Jonathan Hall, Sales Director at WTM London, in front of the Egyptian pavilion at the exhibition, specifically at the simulation model set up within the pavilion of one of King Tutankhamun's halls at the Grand Egyptian Museum, coinciding with the museum's opening witnessed by the world on November 1. This took place during the minister's participation in the event held in the British capital, London, from November 4 to 6.
The minister expressed his delight at the award, which reflects Egypt's ancient civilization and rich visual identity capable of inspiring and attracting, as well as the ministry's efforts to promote Egyptian tourism in an innovative and attractive way and its current promotional strategy, which is based on highlighting the diversity of Egypt as a tourist destination in tourism products and types. He noted the ministry's keenness, in designing the Egyptian pavilion and in the methods and promotional materials it included, to highlight this diversity, which qualifies Egypt to become the world's leading destination in terms of the diversity of tourism types and products.
He noted that the ministry was keen for the Egyptian pavilion to celebrate the Grand Egyptian Museum on the occasion of its opening by offering visitors to the pavilion an experience that makes them feel as if they were in one of the young King Tutankhamun's halls at the museum, giving them an opportunity to learn about an aspect of ancient Egyptian civilization. He stressed continued work to strengthen Egypt's standing and the diversity of its tourism products, which is unmatched worldwide.
The Minister of Tourism and Antiquities thanked the Egyptian Tourism Promotion Authority and all those involved in organizing the Egyptian pavilion, commending the efforts made in designing the pavilion and the innovative ideas it included in presenting content and using space.
Jonathan Hall praised the Egyptian pavilion, affirming that it is one of the best pavilions at the exhibition this year thanks to its unique design, which embodies the spirit of ancient Egyptian civilization while reflecting the spirit of modernity in Egypt. He considered it harmonious in its elements and a true expression of the richness and diversity of ancient and modern Egyptian civilization, describing the pavilion as dazzling and as having caught the eye of all participants, who made a point of visiting it and taking souvenir photos with the replicas of the young King Tutankhamun.
Hall noted that the turnout of visitors from various countries at the Egyptian pavilion has been large since the first day of the exhibition, and that it attracts their interest.
It is worth noting that the Egyptian pavilion covers 1,225 square meters, in addition to 120 square meters on a Double Deck. It is divided into two main areas: the first extends over 400 square meters and includes a simulation model of one of the halls of King Tutankhamun, the icon of the Grand Egyptian Museum, displaying 54 archaeological replicas of the golden king's treasures made by Kenouz Misr for Archaeological Replicas, such as the king's golden mask, the coffin, the throne and his ceremonial chair, as well as some other gold pieces at the museum.
At the end of the hall is a pyramid structure whose sides are digital screens showing various promotional films on tourism types and products in Egypt, under the slogan Unmatched Diversity, offering an opportunity to get to know up close the diversity and richness of Egypt as a tourist destination in its tourism products and types, in line with the ministry's strategy of highlighting this tourism diversity.
The second part extends over 825 square meters and contains the main two-story building, with rooms for meetings with VIP visitors and an area dedicated to serving drinks and light food to visitors, in addition to 91 small booths for exhibitors: 50 booths for hotels and the Chamber of Hotel Establishments, 40 booths for tourism companies and the Chamber of Travel and Tourism Companies and Agencies, and a booth dedicated to the Egyptian airline Air Cairo. The pavilion offers its visitors a number of accompanying promotional activities.
