The Egyptian Tourism Authority is investing $40 million in a global advertising campaign across television, print and radio to promote the destination for the next year.
The ‘Gift of the Sun’ campaign will be shown in the UK as 20 second television advertisements as well as images on billboards, buses and at tube stations.
A further $30 million is being invested in partnership with tour operators to Egypt.
Unveiling the campaign at World Travel Market, tourism minister Zoheir Garranah said the destination had received 850,000 UK visitors so far this year – an increase 27.7% on 2005.
Mr Garranah added that he hoped to see UK visitor numbers hit one million by the end of the year.
He also said he was confident visitors would continue to increase despite instability in the region.
“We are trying to sustain a 10% increase in visitor numbers every year. We know there is a problem but I think it is a general worldwide problem now.”
According to the tourism authority hotel stock in the destination is also increasing to meet demand with plans for a further 125,000 rooms (more than 500 hotels) to open in the next three to four years.
Garranah also said interest in the second home market was growing from UK visitors on the back of the additional charter capacity to the country.
Report by Linda Fox
