EGYPT is seeking to attract increased numbers of Arab travellers with the country’s tourism authority investing heavily in advertising and promotional activities to get the message out that a warm welcome awaits visitors. Hesham Zaazou, First Assistant Minister of Tourism, recently highlighted the authority’s tourism promotion strategy which, as well as publicity, familiarisation trips and roadshows to promote the destination to the travel trade, also includes an incentive programme of charter flights direct from Arab countries to Hurghada, Sharm El Sheikh, Taba, Marsa Alam, the north coast, Aswan and Luxor with sums allocated to cover empty seats. Zaazou also spoke of the efforts from the Egyptian tourism and culture sectors to develop a rich and intense programme of cultural and artistic activities during the summer months including the Holy Month of Ramadan. 'More than 100 activities, spiritual songs, sofi dances, traditional performances and modern concerts by top Egyptian and Arab singers will take place in Cairo, Alexandria, Sharm El Sheikh and Hurghada during July and August,' said Zaazou. The country’s advertising campaign ‘Egypt, where it all begins’ was also due to be relaunched in May following its success last year with an 11.3 per cent increase in tourist numbers from the Arab world, including a jump of 17.3 per cent during Ramadan. According to Zaazou the increase was due both to the promotional campaign and also to the Fawanees Ramadan Festival which was launched by the Egyptian Tourism Authority for four consecutive years starting 2010.