Egypt’s pavilion at the World Travel Market (WTM) London 2025 has won the prestigious Best Stand Design Award, celebrating its outstanding creativity, visual excellence, and ability to merge ancient Egyptian heritage with a contemporary tourism identity.
The award was received by Sherif Fathy, Minister of Tourism and Antiquities, from Jonosin Hall, Sales Director of WTM London, during a special ceremony held at the Egyptian pavilion. The event took place beside a striking recreation of King Tutankhamun’s chamber from the Grand Egyptian Museum (GEM) — a highlight that coincided with the museum’s official opening on November 1, 2025, a historic global cultural moment.
Reflection of Egypt’s Rich Civilization
Expressing his pride in the recognition, Sherif Fathy described the award as a powerful acknowledgment of Egypt’s deep-rooted civilization, vibrant visual identity, and the Ministry’s continuous efforts to promote Egypt as a leading global destination.
“This award reflects the essence of Egypt — a land of timeless history and modern creativity. It reinforces our commitment to presenting Egypt’s unmatched diversity in tourism experiences through innovative and engaging storytelling,” Sherif Fathy, said.
He added that the pavilion’s design was meticulously curated to express Egypt’s national tourism strategy, which highlights the country’s vast range of travel experiences — from cultural heritage and beach tourism to wellness, adventure, and ecotourism.
Spotlight on the Grand Egyptian Museum and Tutankhamun’s Legacy
The Egyptian pavilion paid tribute to the newly inaugurated Grand Egyptian Museum, offering visitors an immersive experience inside a faithful simulation of King Tutankhamun’s Hall. The exhibit featured 54 expertly crafted replicas of the boy king’s treasures — including his golden mask, throne, and ceremonial chariot — produced by Konooz Egypt for Archaeological Replicas.
At the center of the pavilion stood a pyramid-shaped digital installation with LED panels screening promotional films under the theme “Unmatched Diversity.” These visuals invited visitors to explore Egypt’s unique blend of archaeological, coastal, and cultural attractions, reinforcing the Ministry’s global branding message.
A Modern Space for Collaboration and Connection
Covering 1,225 square meters — plus an additional 120 square meters on a double deck — the Egyptian pavilion was divided into two main sections:
- The first section (400 m²) showcased the immersive Tutankhamun experience and digital storytelling exhibits.
- The second section (825 m²) included a two-story structure featuring meeting rooms, a hospitality lounge, and 91 sub-pavilions for participating Egyptian hotels, tour operators, and travel agencies — including Air Cairo.
Throughout the three-day event, the pavilion hosted live demonstrations, networking sessions, and cultural performances, drawing thousands of international visitors and travel professionals.
International Praise for Egypt’s Award-Winning Design
Jonosin Hall, Sales Director at WTM London, praised Egypt’s stand for its exceptional aesthetic and conceptual design, calling it one of the most impressive pavilions in this year’s exhibition:
“Egypt’s pavilion perfectly captured the spirit of its ancient civilization while reflecting the vibrancy of modern Egypt. Its design was cohesive, inspiring, and deeply engaging — a true standout at WTM London 2025,”— Jonosin Hall, WTM London.
He noted that visitor turnout to the Egyptian stand was exceptionally high from the very first day, with many attendees eager to experience the immersive exhibits and capture photos with the replicas of Tutankhamun’s treasures.
Egypt’s Tourism Vision
Finally, Fathy extended his gratitude to the Egyptian Tourism Authority and all partners involved in organizing and designing the pavilion. He praised their creativity, dedication, and attention to detail in crafting a design that beautifully communicates Egypt’s identity to the world.
