Tourist arrivals increased 55% y-o-y in the first 11 months of 2017, Tourism Promotion Authority (TPA) head Hisham El Demery told the press on Thursday, Al Mal reports. Arab tourists accounted for 30% of Egypt’s tourist arrivals last year, up from 15% the year prior, while Asian tourists doubled to 10%. British tourist arrivals also jumped 30% in 2017, despite the continued flight bans, El Demery said. The average number of nights tourists spent in Egypt also increased 100% y-o-y during the same period. El Demery attributed the increase to tourism campaigns launched throughout the year aimed at improving Egypt’s image, in addition to the government’s strategy of diversifying source markets.

The TPA will press on with its promotional strategy in 2018, and will issue a new tender for a campaign manager in two months’ time, Al Borsa reports. Advertising agency JWT had signed a three-year, USD 66 mn contract with the Tourism Ministry in 2015 to lead the campaigns. The TPA’s promotional strategy for the year includes opening tourism offices abroad that have been shuttered over recent years to cut costs to meet the rising demand. The TPA will not be campaigning in Russia for the time being, however, as the government expects news on the return of direct air travel to drive sufficient tourist traffic.