Egypt’s pavilion has been honoured with the “Best Design” award at the 2025 World Travel Market (WTM) in London, one of the world’s foremost international tourism exhibitions.
The pavilion was recognised for its outstanding artistic and visual presentation, seamlessly blending the country’s ancient civilisation with a vibrant, contemporary identity.
The Minister of Tourism and Antiquities, Sherif Fathy, received the award from Jonathan Hull, Head of Sales at WTM London, at the Egyptian pavilion.
The presentation fittingly took place before a striking replica of a hall from the Grand Egyptian Museum dedicated to the legendary King Tutankhamun, coinciding with the museum’s monumental opening on November 1.
“This recognition reflects Egypt’s unique, inspiring heritage and rich visual identity,” Minister Fathy said.
“It also underscores the Ministry’s ongoing efforts to promote Egypt as a top travel destination through innovative and captivating strategies. We are committed to highlighting the unmatched diversity Egypt offers, ranging from its awe-inspiring monuments to its modern attractions,” he added.
Jonathan Hull lauded the Egyptian pavilion’s “unique design,” remarking on how it masterfully captured the grandeur of ancient Egyptian civilisation while conveying the dynamism of present-day Egypt.
He described the pavilion as “captivating and harmonious,” drawing large numbers of visitors from around the globe, many of whom flocked to photograph the spectacular replicas of King Tutankhamun’s treasures.
Spanning a generous 1,225 square metres (with an additional 120 square metres on an upper deck), the Egyptian pavilion featured two main zones. The first, a 400-square-meter space, offered a meticulously recreated experience of King Tutankhamun’s halls at the Grand Egyptian Museum, displaying 54 expertly crafted replicas of the young pharaoh’s iconic artifacts, including his golden mask and throne.
A dramatic pyramid-shaped installation, featuring digital screens, showcased a variety of promotional films under the theme “Unmatched Diversity”, offering visitors an immersive glimpse into Egypt’s breathtaking array of travel experiences.
The second area, spanning 825 square metres, comprised a two-story main building with meeting rooms for VIP guests, a refreshment area, and 91 exhibitor booths representing hotels, travel agencies, and Egypt’s national airline, Air Cairo. Visitors also enjoyed a range of engaging promotional activities throughout the exhibition.
