The Egyptian Tourism Promotion Authority launched a major advertising campaign in the British capital, London, to promote Egypt as one of the world's most important tourist destinations, coinciding with the launch of World Travel Market London "WTM 2025", held from November 4 to 6.
In this context, Eng. Ahmed Youssef, head of the Egyptian Tourism Promotion Authority, explained that the campaign aims to highlight the diversity and uniqueness of the tourism experience in Egypt and its diverse cultural, historical, marine and entertainment assets, under the slogan "Unmatched Diversity". The campaign also comes as part of supporting and strengthening Egypt's participation in WTM London, cementing Egypt's position as a preferred destination for travelers from the United Kingdom and around the world.
For her part, Suzanne Mostafa, the authority's Director General of Tourism Promotion, stated that the campaign includes a diverse package of digital, static and moving advertisements in London's most prominent high-traffic locations, including Piccadilly Circus, Heathrow Airport's Terminal 5 and High Street Kensington, running until November 9, in addition to advertisements on 100 buses traveling the capital's main streets until November 16.
Egypt's presence at the exhibition was also supported through promotional materials inside the exhibition venue at the ExCeL exhibition center, including prominent promotional banners at the entrance to the Egyptian pavilion, a 20-second promotional video shown on the main pyramid screen at the entrance, and the installation of two digital screens and four printed banners around the Egyptian pavilion to highlight Egypt's participation.
In a related context, and as part of efforts to promote the Grand Egyptian Museum following its official opening on November 1, the authority launched a media campaign targeting the British market by publishing advertisements in a number of specialized newspapers and magazines, including National Geographic Traveler magazine, distributed during the days of the exhibition, and the October–November issue of WanderLust Magazine. A promotional article was also published on Telegraph.co.uk before the museum's opening to showcase the museum's distinctive features and the unique visitor experience it offers.
This comes in parallel with the cooperation between the authority and global booking platforms such as Skyscanner to implement a digital campaign aimed at promoting the Grand Egyptian Museum and Egypt as a tourist destination in general, given the impact of these platforms on travel decisions and holiday bookings among the British public.
