Egypt’s communications and creative industries are entering a new phase as demand for strategic guidance, regional growth, and AI-driven capabilities accelerates. We spoke with Karim Nour, CEO of Tarek Nour Communications, on the sidelines of EnterpriseAM Egypt Forum to discuss what’s new at the company, which asset classes he finds the most attractive in the current environment, and why he remains optimistic about Egypt’s regional communications edge heading into 2026.

EnterpriseAM: So, what's new with Tarek Nour Communications?

Karim Nour: Well, several things. As a communication services firm, we've expanded to providing management services for other media platforms beyond the ones we own — primarily those belonging to the state. It’s an interesting public–private cooperation where private sector management and guidance meet public sector strength.

EnterpriseAM: If you were to start over and build a new business in a different sector today, what would it be?

KN: I tried my hand at fintech, and I still deeply believe in basic financial services for everyday Egyptians. So, I would say lending to the long-tail customer — easy loans, easy payments, easy cross-border transactions.

EnterpriseAM: On a personal level, which asset class do you prefer to invest in at the moment?

KN: Personally, in equities, with some high-quality bonds for safety, and a little gold to hedge against volatility. In Egypt specifically, I don’t think real estate has reached its peak yet because of all the new projects happening and the new foreign demand that’s expected with these projects.

EnterpriseAM: What exchange rate are you penciling in for your 2026 budget?

KN: I hope it’s going to be ُEGP 55 for the USD.

EnterpriseAM: Has AI had any impact on hiring plans at your company?

KN: We're not replacing people with AI because a large portion of our business — outside of media and metrics — is very people-led. We're looking for AI tools to empower our people. It has changed the way we hire. There now has to be some level of AI fluency. It hasn’t affected our need for people, but it definitely requires upskilling. We’re very focused on upskilling and making AI empower the people we already have, as well as hiring people with a certain level of fluency. But it’s changing so fast that even defining what fluency means is difficult.

EnterpriseAM: Are you fundamentally optimistic, pessimistic, or neutral about the outlook for your industry in 2026, and why?

KN: Optimistic. Business is moving, and growth strategy is key. In our business, communication is strategy, so the need for long-term strategy is strong. We're a huge market dominated by consumers, and the communication needs associated with that are significant. Egypt is also a factory for talent in the creative space — there’s no one better. We’re seeing a lot of exports to Saudi Arabia and the UAE, and we see opportunities in Iraq. So it’s not just Egypt-centric; it’s Egypt as a hub providing impactful communication across the region.

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