Cyprus at WTM. Photo: Amit Cotler With nearly 50,000 tourism professionals from over 180 countries expected to attend WTM London this year, it's easy to get lost as a visitor. However, a few of the pavilions truly stand out. Among them, we can mention Saudi Arabia, Egypt, Cyprus, and Slovakia, all leading with standout pavilions. Here is why.
Saudi Arabia pavilion. Photo: Amit CotlerThe giant country presents itself in a huge pavilion, introducing traditional destinations like Riyadh, Mecca, and Medina, renewed Red Sea destinations, and competing airlines Saudia and the new Riyadh Air in side-by-side presentations.
EgyptAir at WTM 2025. Photo: Amit Cotler
Egypt at WTM 2025. Photo: Amit CotlerIncidentally, other prominent airlines at the fair are Egyptair, which seeks to turn Cairo into an innovative aviation hub similar to Turkish Airlines in Istanbul (which of course also exhibited), and Qatar Airways.
Cyprus at WTM 2025. Photo: Amit CotlerAnother country with a prominent and impressive presence is Cyprus, which presents a larger-than-usual pavilion and exposes visitors to summer vacations, even long after summer is over in Europe and the Northern Hemisphere in general. Other attractions include hiking trails in the Paphos area, the beauty of the Troodos Mountains, which is wonderful for successful winter trips, as well as innovations in the form of catamarans and yachts that can be used to sail along the spectacular southern coast of the island, either privately or by joining a group.
Slovakia at WTM 2025. Photo: Amit Cotler
A prominent exhibitor at the fair, which is growing in its presence, activity, and tourism offering, is Slovakia. The country, which is friendly to Israel, welcomed us warmly. Alongside the capital, Bratislava, the fair featured tours in the Tatra Mountains, which can be visited at various levels of difficulty, ranging from family-friendly trips to professional hikes.
Also in Slovakia, several wineries were featured, holding wine tasting tours in and around Bratislava. The country places an emphasis on wine tourism, and the Slovak one certainly lives up to expectations.
Slovakia at WTM 2025. Photo: Amit Cotler
The host country chose to showcase classic attractions and British heritage on the front of its pavilion. Alongside the various, successful, and famous museums in the world, Liverpool was presented as the capital of the Beatles and, of course, also musicals, West End shows, and ticket companies.
The UK at WTM 2025. Photo: Amit Cotler