Tourism and Antiquities Minister inspects promotional displays at the Egyptian pavilion
Sherif Fathy: The partnership supports promotional and professional activity extending beyond the exhibition itself.
As Egypt takes on the role of Premier Partner at World Travel Market (WTM London 2026) for the first time, Sherif Fathy, Minister of Tourism and Antiquities, joined Stephanie Peacock, the UK’s Minister for Sport, Tourism, Civil Society and Youth, and Chris Carter-Chapman, Event Director and representative of the organiser, for the official opening ceremony today.
The event opened in London and runs until November 5. It is regarded as the world’s second-largest travel trade exhibition after ITB Berlin in Germany. Attendees included Ashraf Swelam, Egypt’s Ambassador to the United Kingdom, and Dr Ahmed Youssef, CEO of the Egyptian Tourism Authority.
Fathy stressed the significance of Egypt’s participation this year, particularly as Premier Partner. He said this reflects confidence in Egypt and its unique tourism, archaeological and cultural assets, while offering an important opportunity to strengthen its position on the global tourism map.
He explained that the ministry has used the partnership to deliver integrated promotional and trade activities extending beyond the exhibition, strengthening Egypt’s presence in London and broadening cooperation with tourism industry partners to support national targets for increased arrivals.
He added that a comprehensive promotional plan includes activities and tools showcasing Egypt’s attractions and the diversity of its destinations, products and experiences, alongside visibility at prominent London locations. The aim is to raise awareness and reinforce Egypt’s image as a distinctive, varied and complete destination.
Following the opening ceremony, Fathy and the British minister inspected locations displaying Egyptian tourism advertising and promotional materials on screens throughout the venue, as part of the integrated campaign accompanying Egypt’s Premier Partner role.
They then opened and toured the Egyptian pavilion, exploring displays and activities reflecting Egypt’s rich and diverse tourism and archaeological assets. Highlights include an exhibition of replicas representing ancient Egyptian, Coptic and Islamic heritage, alongside large screens showing three-dimensional promotional films about the country’s unique attractions and varied, distinctive and complementary experiences.
During the tour, Fathy discussed Egypt’s tourism and archaeological strengths and its range of products and experiences catering to different interests and needs. This supports the ministry’s strategy to showcase the country’s diversity and competitiveness under the slogan “Unparalleled Diversity”.
The British minister expressed admiration for the replicas illustrating the richness and varied influences of Egyptian civilisation through the ages, as well as promotional films highlighting different tourism products, particularly distinctive beaches, diving sites and other attractions that make Egypt a diverse destination.
Fathy continued his tour of the pavilion, meeting Egyptian exhibitors, reviewing their participation, programmes and products, and hearing their views on developments in Egypt’s tourism sector and opportunities to strengthen cooperation with partners in international markets.
The Egyptian pavilion attracted strong visitor interest on the exhibition’s first day. Visitors explored its design, displays, activities and promotional films showcasing Egypt’s diverse tourism offering, while holding business meetings with representatives of participating Egyptian tourism companies and hotels.
