Egypt’s participation in international tourism exhibitions is no longer simply an opportunity to showcase its tourism assets or promote its diverse destinations. It has become part of a much broader strategic effort to strengthen Egypt’s position on the global tourism map and enhance its ability to help shape the future of an industry undergoing rapid transformation. These changes are compelling tourism-driven nations to rethink their strategies, redefine their vision, and develop new approaches to remaining competitive in an increasingly demanding global marketplace.
From this perspective, I believe Egypt’s participation this year in the World Travel Market (WTM) London 2026, taking place at ExCeL London from 3 to 5 November, represents a defining milestone in the evolution of Egypt’s international tourism promotion strategy. For the first time since Egypt began participating in the exhibition in 1980, the country has assumed the prestigious role of Premier Partner. This marks a significant advancement in Egypt’s visibility, standing, and influence within one of the world’s largest and most influential professional gatherings of the global travel and tourism industry.
This new status should not be viewed merely as an honorary title or an opportunity to occupy a larger exhibition space. Rather, it represents a strategic opportunity that gives Egypt greater visibility and a stronger voice in professional and media discussions, positioning the country to contribute to shaping the global tourism agenda instead of simply presenting its tourism products to companies and tour operators.
This year’s WTM London is being held under the theme “Resilience, Rebound & Reinvention: The Next Era of Global Travel.” The theme aptly captures the current phase of the tourism industry, highlighting the urgent need to develop new business models capable of addressing geopolitical, climate-related, and economic challenges while harnessing technology, encouraging innovation, and opening up new source markets.
The conference focuses on six major themes: Access, Innovation, Growth, Trust, Destination, and Resilience. In my view, these six pillars constitute a genuine roadmap for countries seeking to preserve and strengthen their competitive position. Egypt possesses the resources and advantages necessary to become an important model for navigating these global transformations.
Egypt’s participation carries additional significance through the leadership of Sherif Fathy, Minister of Tourism and Antiquities, with the executive arrangements overseen by Dr Ahmed Youssef, CEO of the Egyptian Tourism Promotion Authority. The Egyptian delegation also includes more than 110 exhibitors representing tourism companies, hotels, and other Egyptian tourism establishments, within a pavilion that has expanded considerably compared with previous years.
I believe this substantial presence reflects a growing recognition of the importance of collective action in promoting Egypt as a tourism destination. Tourism cannot be the responsibility of a single institution or government agency. It is an integrated ecosystem in which the government, private sector, tourism companies, hotels, airlines, and media must work together to transform available opportunities into tangible tourist arrivals and sustainable economic returns.
When discussing resilience, Egypt has an experience that deserves to be presented to the world. Despite the regional challenges and geopolitical tensions that have affected the region, Egyptian tourism destinations have managed to maintain their appeal. Sharm El Sheikh, Hurghada, Marsa Alam, and other resort cities have continued to welcome visitors from a wide range of international markets.
It is worth highlighting that Egypt welcomed 838,000 British tourists during the first nine months of 2026, representing a 9.4% increase compared with the same period in the previous year. This is an important indicator of the strength of the British market, its confidence in Egypt as a tourism destination, and the country’s ability to sustain growth despite complex regional and international circumstances.
In my view, the real challenge now is not simply to maintain these growth rates, but to build on them and translate the confidence Egypt has earned into long-term tourism contracts, increased flight frequencies, and a broader network of tour operators offering Egyptian destinations.
True resilience is not merely the ability to overcome crises; it is also the capacity to turn challenges into opportunities for growth and expansion.
As for reinvention and the diversification of tourism products, I believe Egypt enjoys an exceptional competitive advantage that few other destinations can match: its ability to offer multiple, complementary tourism experiences within a single country.
Under the slogan “Egypt… Unmatched Diversity,” Egypt is presenting the world with an image that goes far beyond the traditional perception of tourism associated primarily with the Pyramids, ancient monuments, and beaches. It is showcasing a comprehensive portfolio of tourism experiences encompassing cultural, archaeological, recreational, eco-tourism, and coastal tourism.
At the forefront of these assets stands the Grand Egyptian Museum. It is not merely an archaeological landmark or a museum housing the treasures of ancient Egyptian civilisation. Rather, it represents a gateway to a new era of cultural tourism in Egypt and a powerful catalyst capable of attracting new segments of international travellers from around the world.
I believe the real opportunity lies in how Egypt capitalises on this world-class institution by integrating it into comprehensive tourism itineraries that combine visits to the Grand Egyptian Museum with leisure experiences along the Red Sea and South Sinai coasts, as well as Nile cruises and cultural journeys. Such packages would allow visitors to experience Egypt as a complete destination, bringing together history, civilisation, relaxation, and entertainment.
Any discussion of the diversity of Egypt’s tourism offerings must also recognise the emerging destinations that are making valuable additions to the national tourism map. These include New Alamein, the North Coast, and Galala City, alongside the country’s extensive natural, environmental, and tourism assets across its various governorates.
Destination management is no longer measured solely by the ability to attract the largest possible number of tourists. It is increasingly about delivering distinctive visitor experiences, preserving the cultural and environmental identity of each location, and ensuring that local communities derive tangible benefits from tourism development. This makes the diversity of Egyptian destinations an enormous opportunity, provided we invest in it wisely and promote it through professional, well-targeted marketing strategies.
In the area of innovation and technology, we must keep pace with global transformations that have become integral to the tourism industry. Competition is no longer determined solely by the beauty of a destination or the quality of its hotels and services. It now extends to digital marketing capabilities, artificial intelligence, the analysis of traveller behaviour, and the delivery of tourism information and experiences through more interactive and impactful channels.
This is precisely why the use of interactive screens and advanced display technologies within the Egyptian pavilion at WTM London is important, alongside sophisticated digital marketing campaigns powered by artificial intelligence tools. These initiatives project an image of Egypt as a destination that possesses an extraordinary historical legacy while remaining fully capable of embracing the future.
The launch of an extensive promotional campaign across London’s streets and Underground stations, both before and during the exhibition, is another important step. Successful tourism marketing should never be confined to exhibition halls and conference venues. It must reach target audiences in their everyday environments, engaging potential travellers, industry decision-makers, and tourism companies alike.
Another theme that I consider one of the most important drivers of tourism growth in the coming years is accessibility and connectivity to Egyptian destinations. Regardless of the tourism assets and distinctive experiences we offer, ease of travel and the availability of direct air connections remain decisive factors in a traveller’s destination choice.
In this context, the advanced negotiations with Jet2 to launch new direct flights from several British cities to Sharm El Sheikh and Hurghada, starting in February 2027, represent a significant opportunity to strengthen British tourism flows to Egypt. There may also be scope for future expansion to include Sphinx and Luxor airports.
I believe this initiative could provide a substantial boost to Egyptian tourism. Increased direct flight services make travel more convenient, offer visitors a wider range of choices, and enable tour operators to develop more diverse and competitively priced travel packages.
The expansion of air connectivity, however, must go hand in hand with increased hotel capacity, improved service quality, and adequate preparations to accommodate new categories of travellers, particularly with the anticipated opening of new hotels and resorts in the plateau area of Sharm El Sheikh and other tourism destinations.
Accessibility is half the battle in tourism. The more effectively Egypt connects with international source markets, the greater its ability to compete, attract tourism investment, and achieve higher growth rates.
It is equally important not to overlook the fact that trust has become one of the most valuable assets in the global competition among tourism destinations. Today’s travellers are looking for destinations where they feel safe, receive high-quality service, enjoy genuine value for money, and can plan their journeys with confidence and clarity.
Egypt has a significant opportunity to reinforce this confidence by continuing to upgrade its tourism infrastructure, improve service standards, invest in workforce training, and strengthen partnerships with international tour operators. This must also be supported by effective media and marketing strategies that accurately communicate the country’s tourism potential and the opportunities it offers.
I firmly believe that Egypt’s appointment as Premier Partner at WTM London this year should serve as the starting point for a new phase of tourism development, rather than simply being a success celebrated during the few days of the exhibition.
What ultimately matters is not the number of meetings held or the volume of media attention generated. What matters is our ability to translate these engagements into concrete agreements and long-term contracts, increased flight frequencies, access to new markets, greater investment, and additional employment opportunities.
Egypt’s ambition to welcome 30 million tourists by 2030–2031 is undoubtedly ambitious, but it is far from unattainable. The country possesses remarkable tourism diversity, a steadily developing infrastructure, a growing portfolio of tourism projects, and historical and cultural assets that cannot be replicated anywhere else in the world.
Achieving this target, however, will require genuine coordination among all stakeholders across the tourism ecosystem. It will also demand continued efforts to diversify source markets, expand airport and hotel capacity, enhance tourism products, capitalise on emerging technologies, and place visitor experience and satisfaction at the forefront of every development strategy.
In my assessment, the most important message Egypt should take away from WTM London 2026 is that we are no longer speaking merely about a country endowed with an extraordinary history and exceptional tourism assets. We are speaking about a nation seeking to become an active partner in shaping the future of global tourism.
Egypt has the tourism products, the diversity, the resources, and a genuine determination to develop and expand its tourism industry. What is needed now is to translate this distinguished international presence into measurable results on the ground, ensuring that every international participation becomes a genuine opportunity to open new markets and strengthen Egypt’s position as a leading global tourism destination.
This year’s WTM London is far more than another tourism exhibition in which Egypt is participating. It is a powerful message to the world that Egypt is ready for a new era of growth and innovation. The country is no longer content with being one of the world’s leading tourism destinations; it aspires to play an influential role in shaping the future direction of the global travel and tourism industry.
In my view, this is the true significance of Egypt’s participation as Premier Partner at WTM London 2026.
Dr Atef Abdel Latif, Media Personality, Tourism Expert, and Chairperson of the Travelers Association for Tourism
