The QR code controversy dominates the summer conversation

Hello friends, welcome to the second edition of Destination Sahel 2026. We hope that many of you have been able to escape the heat and experience the cool breezes of the Mediterranean, at least on the weekends. The drive back and forth between Cairo and Sahel can get tedious right around mid-summer. If you’re tired of being behind the wheel, you have options and we’ve explored some of them in our Sahel mobility update.

The Marassi access controversy continues to dominate conversations and social media feeds. Long-known as one of the more restrictive compounds on the Coast requiring a maze of QR codes to get from point A to point B, Marassi has taken things to a new level this year. They have allegedly imposed even stricter rules like limits on registering and hosting external guests and family members, and exorbitant new fees for accessing prime beach locations.

The backlash has been fierce. Memes and jokes claiming that Egyptians need a visa from the UAE embassy to enter and that family members need to submit DNA tests to prove they are indeed related by blood to an owner have gone viral. A corporate shakeup at Emaar Misr that saw group founder Mohamed Alabbar step in to personally run Egyptian operations a couple of months ago after the ouster of CEO Mostafa El Kady isn’t helping. 22 Marassi owners have allegedly taken Emaar to court claiming that they have violated their ownership contracts by allocating large stretches of beach for hotels and resorts.

If the QR code debate and the endless lineup of real estate developer parties and concerts are starting to put a damper on your summer you might be feeling nostalgic for el sahel el tayyeb. Real estate brokers are still seeing demand for the older, gentler coastline East of Sidi Abdel Rahman. We take a look at what that market looks like and where this year’s real prices are headed.

It’s not all angry residents and lawsuits. There’s a lot that we are loving in Sahel this year. Namely, the appearance of some of our favorite Maadi eateries. The trifecta of Two Broz Pizza, Tipsy Camel and Meat Party Burgers are a welcome addition to the beaches. We are also excited about the second edition of When We Eat at Ramla by Marakez which will see three chefs take up residence at Moga restaurant. First up is Arca from Tulum Mexico.

Also on the coast: Qatari Diar officially unveiled the first details of its long-awaited Al Alamein Roum project on Egypt’s North Coast earlier this month, announcing plans for its USD 29.7 bn mixed-use Mediterranean destination spanning 20.5 mn sqm (4,900 feddans) with a 7.2 km beachfront between Marsa Matrouh and Ras El Hekma. The developer has appointed global architecture and urban planning firm Skidmore, Owings & Merrill (SOM) to prepare the project's masterplan, alongside SWA, Marina Projects, and Setec. The year-round coastal destination will feature a yacht marina, luxury hotels, smart city infrastructure, and sustainable energy solutions. Qatari Diar said the project will expand its land bank in Egypt to more than 40 mn sqm, underscoring its long-term commitment to the Egyptian market.