Sherif Fathy, Minister of Tourism and Antiquities, today witnessed the signing ceremony of the partnership agreement between the Egyptian Tourism Promotion Authority and Reed Exhibitions, organizer of World Travel Market London (WTM London), making Egypt a premier partner of the event for 2026.
The partnership agreement was signed by Dr. Ahmed Youssef, CEO of the Egyptian Tourism Promotion Authority, and Chris Carter Chapman, Event Director of WTM London. The official signing ceremony was held at Battersea Power Station in London.
This came on the sidelines of the minister's visit to the British capital London to open the "Ramses and the Gold of the Pharaohs" antiquities exhibition at its seventh stop, which runs until 30 August.
The minister noted that this partnership reflects Egypt's strategic vision of consolidating its position as one of the world's most prominent tourist destinations, adding that through this partnership the ministry's vision and strategy under the slogan "Egypt.. Unmatched Diversity" will be promoted, highlighting the exceptional richness and unique diversity of the tourism experiences Egypt offers its visitors.
He added that, in light of the notable growth achieved in 2025 in inbound tourism to the Egyptian destination from various tourism markets, we stress our full commitment to expanding our international presence and strengthening our partnerships in key target markets.
He stressed the importance of signing this partnership at the same time as the opening of the "Ramses and the Gold of the Pharaohs" antiquities exhibition in London, reflecting the importance of international presence and building strategic partnerships in supporting and strengthening Egypt's tourism standing on the global stage.
In the same context, Dr. Ahmed Youssef explained that WTM London has played a pivotal role in supporting Egypt's position as one of the world's most prominent diverse and rich tourist destinations, and the Authority seeks to make full use of its status as a premier partner to promote the world's most diverse tourist destination to a wider range of source markets and types of travelers.
For his part, Chris Carter Chapman expressed his pleasure at the Egyptian Tourism Promotion Authority joining as a premier partner at this early stage of the planning cycle, expressing his hope to work together over the coming months to support the achievement of its goals and drive Egypt towards receiving 30 million tourists by 2031.
The partnership includes a comprehensive promotional package during WTM London 2026, most notably an intensive digital presence through outdoor promotional campaigns and on the event's homepage, Egypt's logo featured exclusively on the event's meetings platform and official app, as well as visual branding at the event's most important locations, digital screens at the Prince Regent entrance, giant outdoor banners, and bus and taxi stops. The Egyptian destination will also have priority in the event's e-directory and targeted promotional campaigns before and during the event.
