The Egyptian Tourism Authority has unveiled a new worldwide advertising campaign designed to change perceptions of Egypt as a ‘once in a lifetime’ destination to a country offering a range of year round holidays and experiences.

The multi-million dollar campaign, created by DDB Travel and Tourism and called The Gift of the Sun, will be rolled out across Asia, Europe, North America and the Middle East over the next two years.

The new television advert features 10 iconic images of Egypt including the Pyramids at Giza, Cairo, desert scenes and cruises on the Nile.

In 2005, Egypt received a record 8.6 million visitors and the tourism authority hopes to reach 16 million per year by 2014. Details: www.egypt.travel