Good morning, friends and welcome to the fourth and final issue of our special series EnterpriseAM: Destination Sahel. All the tell-tale signs that the season is nearing its end started popping up as early as the last week of August. Golfcarts and Glides are being loaded up on trucks for the journey back to Cairo and beaches are getting noticeably emptier as the Dubai crowd starts to disperse and Egypt’s international schools start the new school year.

Even for those of us who aren’t bound by the educational calendar, there seems to be an internal alarm bell that goes off at the end of August telling us that it’s time to pack up and go. With all the talk of Sahel season extending into September-October there’s still a reluctance to take vacation time or even commit to weekends in Sahel in the early fall despite the fact that the weather is nicer, the seas are calmer, and the services are better.

Most shops, supermarkets, and restaurants that we surveyed have committed to staying open through the upcoming Mawlid Al Nabi long weekend, but many plan to close by mid-September at the latest. Some have adopted a wait and see attitude, assessing the situation week-by-week. If there are customers, they are willing to stay open, which brings us back to the chicken or the egg paradox.

With that said, Sahel season isn’t completely disappearing just yet. Marassi is once again taking the initiative to try and ensure that Sahel remains alive and kicking well into October. Marassi has officially announced that it is extending its operations until 31 October, and The Address Beach Resort has headline acts — including Asala, Ragheb Alama, and Ahmed Saad — planned throughout September and beyond.

Will others follow suit? It would be a shame not to. The North Coast saw one of its busiest seasons yet in 2025. Hotel occupancy rates hit 100% over the summer — with regional tourists accounting for up to 70% of guests — and inbound tourism seeing growth of up to 200%. But in order to ensure that visitors keep coming beyond the typical summer season there needs to be a more coordinated effort amongst players in the real estate, retail and hospitality sectors with clearly communicated timelines ahead of the season so that people can plan accordingly.

IN THIS MORNING’S ISSUE- We sat down with Hind Ali, Deputy Head of the New Alamein City Authority, for a pulse check on the developing city. We also take a look at what Sahel’s surging growth means for the environment, the QR code dilemma, and much more.

2025 SAHEL SUPERLATIVES-

Buzziest real estate investment: Modon, Ras El Hekma. Anyone with a bit of extra cash lying around is talking about investing in Modon’s Ras El Hekma. Even without 100% clarity on the entirety of the project, investors are flocking to reserve their units.

Most targeted advertising: Mounjaro. Airplane banners advertising Eli Lilly’s weight loss drug Mounjaro (which is locally distributed and marketed through EVA Pharma) were seen flying across beaches in Sahel this summer. You couldn’t ask for a better audience.

Biggest downer: Turbulent seas. High waves and unusually strong rip currents were problematic this season.The combination of rough seas and swimmers unaccustomed to currents resulted in a number of tragic drownings in Alexandria, and one in Sahel that took the life of Egyptian cinematographer Taymour Taymour.

Cutest unnecessary beach accessory: TheFiat Topolino mini EV. The Topolino’s retro design and pastel color palette made it a huge hit across Sahel compounds this year. Most Topolino’s in Egypt come in Fiat’s signature mint green but if you really want to stand out you can import the new Topolino Vilebrequin Collector’s Edition in white and marine blue. Topolino prices start at EGP 650K in Egypt.

Most useful beach purchase:JBL GO4 Bluetooth speaker. These tiny, portable, colorful, waterproof speakers are perfect for listening to your favorite tunes and podcasts on the beach. They fit into the tiniest totes or clutches and deliver great sound quality with up to 7 hours of playtime when fully charged.

Fastest growing niche community: Surfers, Hacienda Red beach. Sahel is not California quite yet but interest in surfing is picking up with surf lessons, competitions and even a surprise appearance by pro surfer Ben Larg.

Most happening beach: Ramla, Ras El Hekma. Home to the season’s best parties and exclusive dining experiences with the When We Eat international chef dinners. Definitely a first for Sahel.

Biggest seaside craving: Petit Sable, Diplo 3 and Seashell. Nothing is more Sahel than afternoon tea and sable. The bite sized treats come fresh out of the oven in chocolate, vanilla, and powdered sugar varieties. If you’re already back in Cairo and craving more sable, Petit Sable is now open in Galleria 40.

Best sunset dinner spot:Galambo, Hacienda White beach. Best-known as one of Sahel’s most happening seafood restaurants/night spots, Galambo is also a prime location for a casual, barefoot, sunset dinner just meters away from the shore.

Most likely to succeed outside Sahel:Hunnybun, Hacienda Red beach.Making its Sahel debut, this little-known bakery’s mini carrot cakes, zucchini muffins, sandwiches and smoothies were a great beachside snack after a morning surf session or beach workout. Cairo location? TBD. More on that in our dining guide below.

Favorite end of season sign: Migrating birds, everywhere. Starting late August-early September multiple species of migratory birds including seagulls, kingfishers, storks, pelicans and quails fly across Sahel en route from Europe and West Asia to their winter habitats in Africa. Watching these birds fly in V-formation over the sea is a truly magnificent spectacle and reason enough to make sure you spend a couple of blissfully quiet weekends in Sahel this fall.

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