XL Holidays is to launch a dedicated Egypt brochure after expanding its programme to the destination this winter.
The tour operator, which is now offering flights seven days a week into Sharm el-Sheikh and Hurghada, said there was potential to increase sales in the destination by bringing out a brochure for the rest of the winter.
The brochure is due out in about one month and future brochures will be launched seasonally. Sales and marketing director Bob Taylor said the operator was making a concerted effort this year to concentrate on destinations where it could avoid competition with no-frills airlines.
He added: “We feel there is potential for Egypt. We are concentrating more on further away destinations such as Cyprus, Bulgaria and Egypt.”
The operator has also just launched a second edition of its summer 2008 brochure to promote its newest destination Bulgaria to the trade. It normally brings out only one edition.
Taylor added: “One of the other reasons for bringing out a second edition was because we had exhausted stocks of our first edition brochure.”
The progranmme also features a new hotel in Egypt, the Titantic Beach in Hurghada.
As part of the launch it is offering a competition to agents to win a pair of tickets to see West Ham play at home in a premiership game.