Egypt's "Unmatched Diversity" ads take over London screens during WTM
A month-long campaign runs on London's digital billboards, streets and Tube stations while Egypt is Premier Partner of World Travel Market, 3 to 5 November.
Egypt's winter tourism push has landed in central London. A month-long campaign under the slogan "Egypt, Unmatched Diversity" is running on the city's digital billboards, on its streets and in Tube stations, as well as on social media, CairoScene reported on 3 November.
The timing is no accident. Egypt is the Premier Partner of World Travel Market London 2026, one of the biggest travel trade fairs in the world, which runs from 3 to 5 November at ExCeL London. WTM announced the partnership with the Egyptian Tourism Authority in March, and its organisers say Egypt has had a presence at every edition since the first in 1980.
The ads sell three sides of the country: the monuments, the sandstone valleys of the desert and the palm-lined beaches. One of the lines on the screens reads "Somewhere in Egypt... the ceiling still holds its colours after 2,000 years", and a photo published by Egyptian outlets shows the Grand Egyptian Museum's Tutankhamun treasures on a giant screen in the city centre.
The "Unmatched Diversity" slogan has been Egypt's tourism message for more than a year, and this is one of its biggest outings abroad. The British market matters: the United Kingdom is one of the main sources of winter visitors to the Red Sea resorts, Luxor and Aswan, and trade press coverage of the WTM partnership said Egypt is aiming for 30 million tourist arrivals.
For people in Cairo, the effect shows up at home. Winter is high season, so expect busier sites at Giza, Saqqara and the Grand Egyptian Museum on weekends and during European school holidays, and book timed tickets for the big museums ahead of time on their official websites. If you work in tourism, WTM is where deals for next season are signed, and new direct flights and packages usually follow in the weeks after the fair.