Egypt’s Ministry of Tourism and Antiquities, through the Egyptian Tourism Authority (ETA), has launched a major advertising campaign in the heart of London to promote Egypt as one of the world’s leading travel destinations. The initiative coincides with the opening of the World Travel Market (WTM) London 2025, which runs through November 6, and aims to highlight the country’s unique mix of cultural, historical, and leisure attractions.
Engineer Ahmed Youssef, CEO of the Egyptian Tourism Authority, said the campaign is designed to spotlight Egypt’s “Unmatched Diversity”—a theme that reflects the wide range of experiences available across the country, from ancient monuments to coastal resorts and desert adventures. “Egypt offers a truly unique blend of history, nature, and modern entertainment,” Youssef noted, emphasizing the strategic importance of the British market as a key source of visitors.
London Takes Center Stage in Egypt’s Global Tourism Push
According to Suzan Mostafa, General Director of Tourism Promotion at ETA, the London campaign includes a mix of digital, static, and motion billboards at some of the city’s most iconic locations—Piccadilly Circus, Heathrow Airport Terminal 5, and High Street Kensington—running through November 9. Additionally, over 100 branded double-decker buses are touring London’s busiest streets until November 16, displaying vibrant visuals of Egypt’s landscapes and landmarks.
Inside the WTM exhibition venue at ExCeL London, the Egyptian pavilion stands out with immersive visuals and high-tech displays. Visitors are greeted by eye-catching banners and a pyramid-shaped main screen featuring promotional videos, complemented by digital displays and printed signage surrounding the booth to attract international tour operators and media representatives.
Spotlight on the Grand Egyptian Museum
In tandem with the broader tourism drive, the campaign also highlights the Grand Egyptian Museum (GEM), which officially opened on November 1, 2025. A targeted media campaign across the UK market includes advertisements in leading travel publications such as National Geographic Traveler and Wanderlust Magazine, as well as a sponsored feature on Telegraph.co.uk showcasing the museum’s innovative design and immersive visitor experience.
Global Partnerships and Digital Strategy
The ETA is also collaborating with global booking platforms such as Skyscanner to launch a digital campaign promoting both the Grand Egyptian Museum and Egypt’s diverse tourism offerings. The partnership aims to influence travel decisions among British audiences by integrating destination content within popular trip-planning and booking tools.
Egypt’s Position in Global Tourism Market
This comprehensive campaign underscores Egypt’s determination to cement its position as a top global travel destination. With its combination of iconic heritage sites, pristine Red Sea beaches, vibrant cities, and new cultural attractions, the country continues to attract growing interest from travelers seeking authentic and diverse experiences.
