World Travel Market has confirmed the Egyptian State Tourism Office will sponsor the registration for World Travel Market 2014.

The sponsorship is part of Egypt’s marketing campaign for the UK, one of its most important inbound markets.

Egypt’s logo and its tag line “Where it all begins…” will appear on all online and direct mail promotional materials.

At the event Egypt branding will appear on all directional signage relating to the registration desks, with a strong visual presence at the desks themselves.

Egyptian State Tourist Office director UK & Ireland Omayma El Husseini said: “WTM is an ideal vehicle for us to promote Egypt to the UK and also to a wider global audience of travel buyers.

“Sponsoring the registration for WTM gives us good exposure in the months before the event and will give momentum to our medium-term strategy.”

Husseini was behind the Egypt Now initiative which launched last November.

The official Egypt tourism website has a channel which streams live footage, via webcams, of beaches at Sharm el Sheik and Hurghada.

In 2013, visitor numbers from the UK to Egypt dropped by only five per cent, despite isolated outbreaks of instability which took place in areas far removed from the tourist hot-spots.

To increase tourism number in 2013 and 2014, Egypt is promoting a variety of sub-brands including the Romantic Nile and Land of the Pharoahs, in the place of promoting the country as a whole.

The campaign is designed to promote Egypt’s culture so it is not seen as just a beach destination.

World Travel Market senior exhibition director Simon Press said: “We are proud to name Egypt as the World Travel Market 2014 registration sponsor.

“It is a testament to the power of WTM that one of the world’s leading inbound destinations is partnering with us during a critical time for the country’s vitally important tourism sector.”