European vacation

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As the date approaches for the FIFA executive committee to make their cut-throat decision as to who will host the World Cup in 2010, the media frenzy intensifies. While some nations are busy slamming their bidding counterparts, Egypt has adopted an approach of its own: what has come to be called the "Al-Ahram Caravan".

The Caravan is comprised of three full-size coaches (buses), each adorned with a pyramid-shaped case which will tour Europe's most football-passionate nations. Departing Egypt for Italy by boat next week, it will arrive in Napoli 15 April, touring Europe and ending in Zurich, Switzerland, in time for FIFA's 15 May decision.

The caravan is aimed not just to promote and support the nation's dream to host the World Cup and the belief that it can, but more importantly, to raise awareness around the world.

"Around the globe, in the most sophisticated of nations, the unfortunate reality is that perceptions are often skewed," the caravan team write. "While Egypt is unrivalled in its popularity and allure as a tourist destination -- considered, in actuality, the sort-of place that is not only a lifetime dream, but also, a 'once in a lifetime opportunity', the true depth of the country remains elusive."

"When those beyond our borders think of Egypt, they visualise desert and temples and the works of genius in monuments such as the Pyramids and the Great Sphinx. But beyond that the nation offers a wealth, vibrancy and dynamism parallel to any of the world's greatest cosmopolitan centres. From the infrastructure and the culture, to the night life, intellectual sphere, shopping and social buzz, Egypt is an international hub. It offers not just dabbles of the multi-facets of life, but the depth and history unparalleled by any other nation in the world."

The Caravan will raise awareness through documentaries reflecting the cultural, historic, touristic and urban richness of the country.