The British Daily Mail newspaper published a report promoting river cruises in Egypt.
"The Nile needs you! It's a great time to book a river cruise and help the people of Egypt," it said on its website.
"With Egypt staggering from one crisis to the next, why would anyone take a Nile cruise? The answer is simple: the ancient wonders are as amazing as ever, there has never been a better time to see them - and you will be helping the country's long-suffering people," it added.
Since the revolution of 2011 and the subsequent turmoil, tourism has taken a terrible battering.
Many tour firms have pulled out entirely and, although things are now much calmer, travellers have been slow to return.
More than 80 per cent of employment in the Nile Valley is associated with tourism, and for every man shouting to undercut the next, there is an extended family at home relying on his wage