The Egypt State Tourist Office is to team up with UK tour operators for the first time for a consumer advertising campaign in January.

The co-branded adverts, with operators including Thomas Cook and TUI Travel, will appear in the press and on outdoor posters.

The campaign will run alongside the Egypt State Tourist Office’s own campaign, which will focus on the desert, water sports and eco-tourism.

Chairman Emr El Ezabi said: “We have always pushed Egypt as a cultural destination and then moved into the sun and sea market. Now we want people to think of Egypt as a perfect destination for eco-tourism.”

The tourist office will be a launching a green kitemark, which it will give hotels which it believes are sustainable.

Egypt hopes to have 25 million tourists a year by 2020 – more than double the 11 million who visited the country in 2007. Some 10,00 hotel rooms are in the pipeline for next year, mainly in the luxury end of the market.