In the wake of the suspected bombing of a Russian passenger jet at the end of last year, the country has sought to reassure tourists that it is safe to visit.

Now it is targeting a number of key markets with its “This is Egypt” campaign.

Minister of tourism Hisham Zaazou said that tourism was a bridge builder “between people and countries”.

“It unites us as different people with a shared appreciation for an enjoyable experience, or a beautiful location, or a special activity. There is no better way for us to encourage tolerance and cooperation amongst people, to complement the hard work of our governments, than tourism,” he said.

Zaazou was speaking at the ITB tourism event in Berlin, Germany.

The UK Foreign Office effectively banned airlines from flying to Sharm el Sheikh in the wake of the Metrojet incident last October, in which 224 people died.

The fact that the advice has not changed since that date prompted tour operator Thomas Cook to cancel its entire summer 2016 programme.

Although Sharm el Sheikh is out of bounds from the air, tourists are still able to go to the likes of Cairo, Luxor and Hurghada.