Egypt made a strong showing at World Travel Market (WTM) London 2026, marking its first year as a Premier Partner. The event showcased the country's tourism strategy, 'Egypt, Unmatched Diversity', and celebrated the first anniversary of the Grand Egyptian Museum. Egypt also reported a 10% increase in UK visitor numbers between January and October 2026 compared with the same period in 2025.
Egypt's Minister of Tourism and Antiquities, Sherif Fathi, and Egyptian Tourism Authority CEO Ahmed Youssef led the national delegation. During the event, Minister Fathi unveiled the country's tourism strategy. It aims to broaden Egypt's appeal beyond iconic attractions such as the Pyramids of Giza. The campaign also promotes wellness retreats, gastronomy and lesser-known destinations. Through this approach, Egypt hopes to spread tourism benefits across more regions.
Dr Youssef highlighted improvements in tourism infrastructure and air connectivity. He said, "The continued growth in international visitor numbers reflects Egypt’s increasing appeal as a global tourism destination." He also outlined the country's ambition to increase visitor arrivals and tourism revenues through the 'Egypt, Unmatched Diversity' strategy.
New UK flights to support tourism growth
Egypt welcomed nearly 19 million international visitors in 2025 and is on track for another record year in 2026. Further growth could come from improved air connectivity with the UK.
In February 2027, Jet2 will launch year-round flights from six UK airports to Egypt. The new services are expected to support visitor growth and encourage repeat visits. They will also give travellers more opportunities to explore destinations beyond Egypt's best-known landmarks.
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