The Egyptian pavilion at the tourism fair. Photo: Amit Cotler Egypt is stepping up its international marketing efforts by leveraging one of the world's most important tourism events to strengthen its position as a global destination.
Egyptian Minister of Tourism and Antiquities, Sherif Fathi, is expected to personally participate in the WTM London 2026 tourism fair, which will be held from November 3 to 5 at the ExCeL London exhibition center. Egypt is serving as the fair's main partner for the first time.
The participation comes against the backdrop of positive tourism data from the British market: According to data from the Egyptian Ministry of Tourism and Antiquities, 838,000 tourists from the United Kingdom visited Egypt between January and September 2026, an increase of 9.4% compared to the same period last year, at a time when regional instability continues to pose challenges to the tourism industry in the Middle East, increasing the importance of stable source markets and diversifying target audiences.
As part of the fair, Egypt will present its tourism vision under the slogan "Egypt - Unmatched Diversity," which emphasizes the variety of experiences in the country: from the pyramids in Giza, Luxor and Aswan to the Red Sea resorts such as Hurghada, Sharm el-Sheikh and more. The country seeks to expand exposure to the northern coastal region, Nile cruises, desert tourism, nature and luxury vacations.
Photo: ShutterstockEgypt's long-term goal is to reach 30 million tourists a year by 2030-2031. Participation in the London fair, which it has attended since its inception in 1980, is intended to strengthen commercial collaborations and establish its position as a destination offering a wide range of experiences, even amid regional uncertainty.