Egypt launches new campaign to lure tourists

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Zawya.com

The Ministry of Tourism presented this week a new advertising campaign to lure tourists to Egypt.

The previous campaign, "The Gift of the Sun," launched in 2006 to mixed reviews. Some criticized the fact that the campaign did not emphasize Egypt's universally known antiquities, focusing instead on the appeal of its climate and the warmth of its people.

The new campaign, announced Monday, has the slogan "Egypt: where it all begins," and highlights the Pyramids, Sphinx and other uniquely Egyptian attractions while not failing to mention Egypt's "aquatic paradise."

Tourism to Egypt was down 3.5 percent at the end of November, according to Omayma El-Husseini, Ministry of Tourism spokesperson. However, she described tourism figures as having, "picked up beautifully" in recent months.