Egypt has appointed a London-based public relations agency to try to encourage British holidaymakers to return to the country whose image has been badly dented by the recent political upheaval.
It has hired Rooster PR to raise awareness of Egypt as a holiday destination despite the fact the Foreign Office is continuing to advise against all but essential travel to most of the country, with the exemption of the Red Sea resorts.
Rooster said it will try to encourage travellers to return "in line with the stated travel advice from the Foreign & Commonwealth Office".
It’s the first time in more than a year that the country has had any PR representation in the UK.
Rooster said its first priority was to organise a press conference for the Minister of Tourism at World Travel Market on November 4, during which Hisham Zazou will outline the destination’s plans for the next 12 months.
Omayma El Husseini, director UK & Ireland of the Egyptian Tourist Authority, said: "We want to effectively communicate that the country’s key tourism destinations are safe to visit."
Rooster managing director James Brooke said: "As the much publicised situation in Egypt continues to improve, there is no better time to begin a proactive communications campaign for the ETA; we look forward to promoting all that is great in Egypt."
