The goal is to highlight the diversity and uniqueness of the Egyptian tourist experience, from its rich cultural and historical sites to its maritime and recreational offerings, under the slogan, “Unmatched Diversity.” This effort aims to enhance Egypt’s participation in WTM and solidify its position as a preferred destination for UK and global travelers.
Suzan Mustafa, Director General
of Tourism Promotion at the Authority, indicated that the campaign includes a
diverse range of digital, static and mobile advertisements in prime locations,
including Piccadilly Circus, Heathrow Airport Terminal 5, and High Street
Kensington. Until November 16 advertisements are placed on 100 buses traversing
the capital's main streets.
Egypt's presence at WTM 2025 has
been reinforced with promotional materials inside the ExCeL Exhibition Centre. Prominent
banners are placed at the entrance of the Egyptian Pavilion, two digital
screens, and four printed banners around the pavilion highlight the national
participation. A 20-second promotional video is displayed on the main pyramidal
screen at the exhibition entrance.
Following the November 1st
official opening of the Grand Egyptian Museum, the ETPA launched a targeted
media campaign specifically for the British market. Advertisements were
published in specialized publications, including National Geographic Traveler
(distributed during WTM) and the October/November issue of WanderLust Magazine.
A promotional article highlighting the GEM’s unique features and visitor
experience was published on Telegraph.co.uk prior to the museum's opening.
The ETPA is also collaborating with global booking platforms like Skyscanner to execute a digital campaign promoting both the GEM and Egyptian tourism in general, leveraging the platforms' influence on British travel booking decisions.