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Egypt is taking a rich past to London. It has thousands of years of history to sell. This time, though, the real business lies in the future.

Egypt’s tourism minister, Sherif Fathy, will attend World Travel Market (WTM) London from 3 to 5 November. Egypt will be the show’s Premier Partner for the first time. It also shows fresh signs of growth in British visitor numbers.

Egypt’s tourism officials say 838,000 UK travellers visited from January to September 2026. That is up 9.4% on the same nine months in 2025. It is a welcome result for a country keen to sell far more than sun loungers and sphinxes.

A bigger Egyptian presence at WTM London

Egypt announced the Premier Partner deal in March. It puts Egypt in front of travel buyers, airlines, and tour firms worldwide. But being seen is only the start. Egypt wants new deals that bring more guests and lead them beyond the usual stops.

The trade push is clear. Egypt has been at every WTM London since its debut in 1980. Its stand grew in both 2024 and 2025. An Egyptian government report says the larger 2026 pavilion will host 110 exhibitors from the travel and hotel trade.

That is a sizeable sales team. And there will be no shortage of stories to tell.

Fathy points to the long link between Egypt and the UK. He also cites “the increasing appeal of Egypt’s diverse tourism offerings” as a key reason for the rise, in a statement issued ahead of WTM.

From ancient wonders to modern holidays

The theme is “Egypt – Unmatched Diversity”. It aims to move the sales pitch past the postcard view. The Pyramids of Giza, the Grand Egyptian Museum, Luxor and Aswan still draw the crowds. Few places can match their appeal.

Yet the next sale might be a Nile cruise, a Red Sea diving break in Hurghada or Marsa Alam, a family stay in Sharm El Sheikh, or a Mediterranean escape around New Alamein. Desert trips, local food, nature and wellness travel offer still more ways to build a holiday.

For travel advisers, that mix matters. A first-time visitor may want Cairo and the Nile. A repeat guest might prefer a coastal resort with a few days of culture. The products can also suit different budgets, seasons and travel styles.

Put simply, Egypt wants agents to sell a fuller map, not just the best-known landmarks.

The ambition is big. So are the challenges.

Fathy says the goal goes beyond headcounts. He was explicit: “Our ambition goes beyond increasing visitor numbers.” He wants guests to enjoy better trips, spend more widely and help build a greener travel sector.

Egypt aims to welcome 30 million overseas visitors a year by 2030–31. WTM London cites 2031 as the goal. It is a big leap. The event organiser says Egypt drew almost 19 million visitors in 2025.

There are practical hurdles. The country will need more hotel rooms and air seats to grow at that pace. And the wider market is not immune to pressure. In October, Fathy acknowledged that higher travel costs, airline expenses, and regional tensions slowed tourism growth in 2026.

That makes strong UK trade ties even more vital. Airlines need sound forecasts. Tour firms need partners they can trust. Travel advisers need trips that are easy to sell, book and run.

London offers the next test

WTM London is full of places that promise something new. Egypt has one clear edge: almost everyone knows its name. The task now is to turn that fame into longer stays, new trips and firm trade deals.

The pyramids have had their turn in the spotlight for centuries. At WTM London 2026, the commercial spotlight will fall on what Egypt can offer next.

More details are available from WTM London and the official Experience Egypt website.