Digital ads in London's main squares, streets and Underground stations for a month
The campaign also covers social media and smart platforms
As part of Egypt's participation as main partner at World Travel Market London (WTM London 2026), which opens tomorrow, 3 November, the Egyptian Tourism Promotion Authority today launched an integrated, month-long promotional campaign in the British capital. The campaign aims to strengthen the Egyptian destination's presence in the UK market and capitalize on the momentum of Egypt's participation in one of the world's leading travel and tourism industry events.
The campaign aims to showcase the diversity and richness of the Egyptian destination and the products and experiences it offers to suit a wide range of travelers' interests, while raising awareness among British audiences. It also supports outreach to industry partners, including tour operators, airlines and tourism decision-makers, helping to stimulate demand for travel to Egypt, especially during the winter season, and increase arrivals from the United Kingdom.
The campaign is particularly significant given Egypt's role as main partner at this year's event, as its advertising complements the events and promotional activities accompanying Egypt's participation. This amplifies the reach of the destination's marketing messages, extends access to target markets and audiences, and makes the most of this international partnership.
Sherif Fathy, Minister of Tourism and Antiquities, said that Egypt's participation as main partner at WTM London, together with the launch of an integrated promotional campaign in the British capital, reflects the ministry's approach of making the most of international tourism events and using them to boost the competitiveness of the Egyptian destination and increase demand for travel to Egypt.
He added that the ministry is working to present a complete picture of the Egyptian destination and its wide variety of tourism products and types, under its strategy "Egypt: Unmatched Diversity." The strategy aims to offer varied, integrated tourism experiences that cater to different travelers' interests and to open wider prospects for growth in arrivals from key markets, led by the UK, by strengthening cooperation with industry partners and developing promotional tools in step with changes in the global tourism industry.
Dr. Ahmed Youssef, CEO of the Egyptian Tourism Promotion Authority, explained that the campaign reflects the authority's drive to build an integrated promotional system that combines traditional outdoor advertising with modern digital tools, reaching target audiences more efficiently, whether potential tourists or industry professionals and decision-makers.
He noted the authority's keenness to align the promotional activities accompanying Egypt's participation at WTM with the advertising campaigns running in London, boosting the effectiveness of its marketing messages and turning Egypt's presence at this international event into marketing opportunities that support growing demand for travel to Egypt.
Suzan Mostafa, head of the Central Administration for Tourism Marketing at the authority, said the campaign relies on an integrated mix of digital out-of-home (DOOH) advertising, social media ads and geo-fencing technology, allowing promotional messages to be targeted more precisely at specific audiences while highlighting the diversity of Egypt's tourism products and experiences.
She added that ad locations were chosen based on tourist and commercial footfall and on the routes participants and delegations take to ExCeL London, the venue hosting WTM, to ensure the campaign reaches a wide audience and to increase engagement with its content.
The on-the-ground campaign features promotional content for the Egyptian destination on digital screens in a number of major squares, main roads and busy areas of the British capital, as well as on digital screens and gateways at London Underground stations and along the routes leading to the exhibition center, so the promotional messages reach as many people and WTM participants as possible.
The campaign also includes promotional activities on social media and digital platforms, using geo-fencing around the exhibition center, major airports and large hotels to reach delegations and participants during and after the event and boost engagement with promotional content for the Egyptian destination.
