With one of its strongest presences in recent years, Egypt returns to the international exhibition WTM London 2025, marking a new era for its tourism to the United Kingdom and the European market. The main event is the long-awaited opening of the Grand Egyptian Museum (GEM), a landmark project that combines the country’s cultural heritage with a modern museological approach and world-class hospitality.
Egypt’s participation in WTM is led by the Ministry of Tourism and Antiquities and the Egyptian Tourism Authority (ETA), presenting a new vision for tourism development that connects the past with the future. From the vibrant metropolises of Cairo and Alexandria to the tranquil oases of Siwa and the turquoise waters of the Red Sea, the country showcases its unparalleled diversity of experiences.
A new era for Egypt’s tourism identity
“Europe has a deep bond with Egypt’s heritage, and we seek to strengthen this relationship with new products that inspire and renew the interest of European travelers,” said Minister of Tourism and Antiquities Sherif Fathy. With the launch of GEM, new ecotourism projects and upgraded infrastructure, Egypt is ready to welcome a new generation of travelers.
The Grand Egyptian Museum: A global cultural landmark
The world’s attention turns to Giza this fall, where the Grand Egyptian Museum, the world’s largest museum dedicated to a single civilization, opened on November 1. Set against the backdrop of the Giza Pyramids, the museum is home to the entire Tutankhamun collection for the first time, offering a unique experience through exhibition spaces that combine 5,000 years of Egyptian history with modern technology and design.
For international tour operators, cultural tourism experts and high-interest travelers, the opening of GEM is considered a defining moment for global cultural tourism.
Strategy for sustainable and diversified development
Egypt’s National Tourism Development Strategy focuses on sustainability, product diversification and infrastructure improvements. Extensive upgrades to airports, transport networks and coastal facilities enhance accessibility and the visitor experience — critical for the European market.
The strategy also emphasizes public-private sector cooperation, with the aim of Egypt remaining competitive, innovative and ready to welcome growing demand from Europe.
New tourism products: authenticity and innovation
Responding to the international shift towards more personal and experiential forms of travel, Egypt is introducing new thematic products:
- boutique accommodations in the Western Desert,
- wellness retreats on the Red Sea coast,
- gastronomic and cultural itineraries in Upper Egypt.
The aim is to integrate the authentic Egyptian experience into high-quality services, offering European travelers new reasons for repeat visits.
Ecotourism and sustainable practices
Egypt is systematically investing in ecotourism and the protection of its natural wealth. New programs to preserve marine ecosystems, plastic-free zones and green certifications for hotels and tourism providers are part of the government’s plan.
From diving in the coral reefs of the Red Sea to hiking in the White Desert and birdwatching on the Nile, the country is promoting forms of tourism that encourage sustainable exploration and respect for the environment.
Spiritual tourism – a new chapter of experiences
Within the framework of WTM 2025, Egypt’s new proposal for spiritual and religious tourism also holds a special place. Specially designed routes connect monasteries, holy sites and traditional pilgrimage routes, offering travelers seeking meaning and inner renewal a deeper, experiential connection with the Egyptian land.
With the Grand Egyptian Museum at the forefront and a comprehensive portfolio of new experiences, Egypt declares its presence at WTM London 2025 — timeless, yet transformative, ready to reclaim its place among the top destinations in global tourism.
