LONDON – In a move to solidify Egypt’s standing as a leading global travel destination, Mr. Sherif Fathy, Minister of Tourism and Antiquities, witnessed the signing of a strategic partnership agreement today between the Egyptian Tourism Authority (ETA) and Reed Exhibitions, the organizers of World Travel Market (WTM) London.
Under this agreement, Egypt will serve as the Premier Partner for WTM London 2026. The contract was signed by Dr. Ahmed Youssef, CEO of the ETA, and Mr. Chris Carter-Chapman, Exhibition Director of WTM London.
The signing ceremony took place at the iconic Battersea Power Station during the Minister’s official visit to the British capital to inaugurate the 7th stop of the "Ramses and the Gold of the Pharaohs" exhibition, which runs until August 30.
Strategic Vision: "Egypt... Peerless Diversity"
Minister Sherif Fathy stated that this partnership reflects Egypt's strategic roadmap to entrench its position on the global tourism map. He noted that the collaboration will promote the Ministry’s new branding strategy, "Egypt… Peerless Diversity," which highlights the country’s exceptional wealth of unique experiences.
"Following the significant growth in inbound tourism during 2025, we are fully committed to expanding our international presence and strengthening partnerships within our primary target markets," the Minister added.
A Path to 30 Million Tourists
Dr. Ahmed Youssef emphasized that WTM London has historically been pivotal in showcasing Egypt’s diverse offerings. He noted that the ETA aims to leverage this Premier Partnership to reach a wider demographic of global travelers and source markets.
On his part, Mr. Chris Carter-Chapman expressed his enthusiasm for Egypt joining as a Premier Partner early in the planning cycle. He looked forward to supporting Egypt’s ambitious goal of attracting 30 million tourists by 2031.
Key Features of the Partnership
The agreement includes a comprehensive promotional package for WTM London 2026, featuring:
Extensive Digital Presence: High-visibility branding on the official WTM homepage and digital campaigns.
Exclusive Branding: Inclusion of the Egyptian logo on the official meeting platform and event app.
On-site Domination: Visual identity across key locations, including the Prince Regent entrance digital screens, giant outdoor banners, and transit branding on buses and taxis.
Priority Listing: Top-tier placement in the electronic exhibition directory and targeted pre-event marketing.
Notable Attendees
The ceremony was attended by high-ranking officials, including:
Dr. Hisham El-Leithy, Secretary-General of the Supreme Council of Antiquities.
Ms. Rana Gohar, Advisor to the Minister for Communications and International Relations.
Dr. Gamal Mostafa, Advisor to the Secretary-General for Islamic and Coptic Antiquities.
Ms. Yasmine Samy, First Secretary at the Egyptian Embassy in the UK.
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