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.
Sahel's residential market continues to outpace Cairo as developers adapt to a more affordability-conscious market: Developers have increased asking prices on new North Coast launches by around 24% y-o-y, well ahead of East and West Cairo, where asking prices have risen by the low double digits at the upper end of the market over the same period, according to EnterpriseAM's analysis of asking prices across more than a dozen North Coast and Cairo developments. The North Coast's pricing momentum comes despite developers increasingly competing through longer payment plans, smaller units, and product innovation rather than headline discounts. “Developers are hedging against currency devaluation by increasing their prices. This year, prices on new North Coast launches in Ras El Hekma and Sidi Heniesh are up by around 24% on average compared with last year,” Senior Research Manager for UAE & Egypt.Aliaa Elesaaki at Knight Frank, told EnterpriseAM.
Developers are competing on affordability, not price: Rather than lowering prices, developers have responded to mounting affordability pressures by stretching payment plans and redesigning their product mix. Elesaaki estimates average payment plans across new North Coast launches have lengthened from roughly 4.5 years in 2023 to around 7.8 years today, while developers are increasingly allocating 30-40% of new inventory to studios and one-bedroom units to lower ticket prices and broaden their customer base. “When developers ask us how to reach more customer segments, the answer is usually offering smaller units with lower ticket prices rather than relying only on longer payment plans. That's how you make projects more affordable,” she said. Developers are also increasingly targeting GCC buyers and Egyptians living abroad to expand demand.
Demand remains resilient despite higher prices: While Knight Frank is still assessing this season's absorption rates, Elesaaki says the consultancy has not observed residential values declining across Cairo, the North Coast, or Red Sea destinations. “Everyone is selling. Everyone is meeting their targets. The market is moving normally,” she said.
The divergence reflects different stages of the property cycle. While East and West Cairo appear to have entered a period of price stabilization after several years of rapid appreciation, the North Coast continues to benefit from sustained buyer demand, new master-planned destinations, and large-scale infrastructure investment. Speaking at the AmCham Egypt Real Estate Conference in January, SODIC Managing Director Ayman Amer argued that Egypt's property market is not facing a crisis but moving through a longer investment cycle, with holding periods stretching from the traditional two to three years to as much as five to seven years. Rather than signaling a downturn, the market is becoming more selective, with buyers increasingly focused on choosing the right assets for long-term appreciation.
The investment thesis is also evolving: Rather than viewing North Coast homes primarily as short-term speculative investments, buyers increasingly see them as long-term portfolio assets, Elesaaki said. She argues that branded residences are emerging as a distinct investment class because they are typically purchased with rental income in mind, while traditional second homes are increasingly being treated as long-term stores of value. At the same time, buyers appear to be placing less emphasis on short-term resale gains than they did in previous cycles, reflecting a shift toward longer holding periods.
The North Coast is benefiting from a different set of demand drivers. More than USD 70 bn in planned investments, major infrastructure upgrades, and the emergence of destinations such as Ras El Hekma and New Alamein have transformed the coastline from a highly seasonal second-home market into an increasingly year-round destination. That transformation is helping sustain pricing power even as developers compete through product innovation, longer payment plans, and lower ticket prices rather than aggressive headline discounts.
Over the past few years, the North Coast has become a reflection of a widening economic and social divide, reshaping the country's real estate consumption patterns. A few years ago, choosing a summer vacation destination came down to a simple question: Where are the best beaches? Today, the conversation has fundamentally changed. The terms “Good Sahel” and “Evil Sahel” — originally coined jokingly on social media — have quickly found their way into the vocabulary of Egypt's real estate market, becoming part of the language used by brokers and buyers alike.
What’s behind the labels?“Good Sahel” refers to the older coastal villages long associated with wholesome family vacations, modest homes, and a slower, gentler pace. “Evil Sahel,” meanwhile, has become shorthand for the North Coast’s new development boom from Sidi Abdel Rahman westward towards Marsa Matrouh. While the newer coastline continues to attract the lion’s share of investment and real estate development, recent years have also seen a noticeable revival in demand for older resorts. That shift has been driven by economic pressures and inflation, which have reshaped North Coast’s property market. Whether this is a temporary wave of nostalgia or the beginning of a deeper structural shift remains to be seen.
Back to simplicity: Why are buyers returning to the old Sahel
Many buyers are no longer focused on owning a home in the newest flagship development. Instead, they are prioritizing larger living spaces and move-in-ready properties that spare them years of financial commitments. As prices in the newer developments continue to climb, developers are increasingly targeting a narrower segment of affluent buyers from Egypt and the GCC. In some projects, prospective buyers are even interviewed and profiled on social media before being approved to buy.
The new approach marks a broader shift in marketing strategy. The change has had a direct impact on both pricing and customer targeting, North Coast real estate broker Ziad El Naggar told EnterpriseAM.
The selective approach has pushed many middle- and upper-middle-income buyers to rediscover the old Sahel. “The old coast offers far better value for money,” El Naggar said. “With the same budget that would only cover the down payment on a unit in the new Sahel, a buyer can own a move-in-ready home in a fully delivered compound with full amenities.”
The difference extends beyond the total price. New developments rely heavily on off-plan sales with payment plans stretching eight years-plus, whereas the older developments are dominated by the resale market, where most homes are immediately available for use.
The renewed demand has raised prices in older developments, but at a measured pace that has preserved their key competitive advantage: offering better value for money. According to El Naggar, this has also encouraged some developers to return with smaller projects designed to capitalize on demand for ready-built homes, particularly given the scarcity of developable land within the older coastal communities compared with the continued expansion further west.
A clash of identities and lifestyles
Although pricing remains the first consideration for most buyers, many believe the real distinction between the old and new Sahel now lies in the lifestyle each represents. While the new Sahel markets itself as a fully integrated destination featuring international hotels, upscale restaurants, yacht marinas, and luxury amenities, many buyers argue that this model has fundamentally changed the traditional concept of a summer retreat. In their view, developments have become status symbols,with exclusive services, strict access procedures, and private beach clubs.
One homeowner in an older Sahel development described the contrast to EnterpriseAM. Visiting friends in the old resorts, he said, requires little more than a quick phone call to the security gate, allowing guests to enter without hassle vs. QR codes and limitations on the number of guests allowed in and restrictions on beach access.His decision not to buy in the new Sahel, he said, has less to do with prices than with the lifestyle that comes with it.
“I go to Sahel to relax and unwind. I don’t want to worry about what I’m wearing or feel that I have to behave a certain way to fit in. After spending years working and living in Marassi, I realized I wanted a more spontaneous life where I can spend time with family and friends without planning every outing around events, restaurants, or complicated procedures for every step,” the homeowner said.
Seeking peace and quiet: Human resources manager Enas Dawood shares that view. She said her decision to buy in old Sahel was driven primarily by the quieter lifestyle it offers. She sees the new Sahel with its parties, social events, and an excessive focus on appearances as incongruous with her lifestyle. Lower occupancy in some of the older developments has unexpectedly worked in her favor, restoring tranquility while giving homeowners greater flexibility to redesign and renovate their properties, unlike newer developments where homes often look nearly identical in both design and finishing.
Which side dominates the market?
The numbers tell the story. Market estimates illustrate the gap in purchasing power and investment activity between the two segments of the North Coast. According to El Naggar, it'sits a 70-30 split when it comes to transaction value of new vs. old Sahel.
Why the disparity? Newer developments command substantially higher prices and continue to attract enormous investment flows, supported by aggressive marketing campaigns that have focused buyers’ attention on destinations such as Ras El Hekma and Sidi Abdel Rahman. New land within the older stretches of Sahel has become extremely scarce, leaving those markets largely dependent on resale.
Few market participants expect either side of the North Coast to replace the other. Instead, they see two parallel markets continuing to coexist: one driven by investment, large-scale developments, and future appreciation, and another defined by practical everyday use, family holidays, and value for money. Ultimately, where buyers choose to purchase reflects not only their budget but also their philosophy of what owning a home on the North Coast should mean.
For decades, moving around in Sahel meant one thing: your own car and your own driver. Sahel was built for people who arrived with their setup intact, and it offered almost nothing to anyone who didn't.
That is beginning to change. As the coast repositions itself as an international destination — with Gulf visitors already arriving in numbers and foreign tourists in the marketing pipeline — a mobility layer is finally being built to serve people who don't know anyone, don't have a driver, and expect to book a ride from an app.
The clearest sign is that the global car rental brands are finally treating Sahel as a season, and a very busy one at that. Avis Budget — the local franchise held by Ezz El Arab Group — runs a fleet of more than 2,000 cars offering what company executives refer to as “drive or be driven” services. In addition to the standard rentals, they offer chauffeur services that include Cairo–Sahel transfers, and point-to-point trips within the Coast. All their services can be booked through their new app. They also have physical locations in all major airports including Al Alamein, Borg El Arab and Alexandria airports.
Avis Budget’s menu of carsstarts from economy sedans and goes all the way up to the Lynk & Co, Mercedes SUVs, Aston Martins and everything in between. “The idea is to provide tailor-made mobility solutions,” Ahmed Ezz, Avis Budget head of strategy and growth tells EnterpriseAM. “This includes the very specific needs of seasonal tourists on the Coast, foreign and Egyptian.”
This year Avis Budget has gone straight to the source of demand in Sahel. They have resident promo-code partnerships with Sahel developers like SODIC and Hacienda White, Ezz tells us. Rentals run from roughly USD 17–20 a day for an economy Nissan up to USD 200–250 for a GLS priced dynamically by season, availability, and length of hire.
The chauffeur arm isn’t available on demand. It has to be booked three to four hours ahead, which according to Ezz guarantees quality. “We own all our cars, employ our drivers, track vehicles by GPS from a control room, and run quarterly driver refreshers [safety training].” That introduces a safety and quality layer that isn’t typically available with gray market providers and some rid-hailing services.
Sixtand London Cab, the two mobility businesses operated by Abu Ghali Motors, are also catering to Sahel demand but with a lighter physical footprint. Sixt’s nearest branch to Sahel is Alexandria Airport, but it works the coast through meet-and-greet points at Marina and Marassi and can deliver a car to your door for a fee, a service that Avis Budget also provides.
Sixt’s Sahel rental services can come with a driver at extra cost. Sixt's sister brand London Cab handles the point-to-point rides during the season which officially ends in September but may be extended if there is demand, a Sixt company representative tells us.
Beneath the rental and chauffeur driven tier represented by the international brands, on-demand is also available in Sahel with varying degrees of reliability and safety. Uber now operates through the summer but Sahel Uber cars serve Sahel only and won't run you back to Cairo.Vice versa is possible provided you are able to connect with a driver willing to make the 3-hour plus trip from Cairo.
Newest of all isJTNY, Egypt's first all-electric ride-hailing app. Licensed by the Ministry of Transport, the company launched in 2025 with a fleet of around 100 EVs, in-car cameras, and tiered Luxury, Business, and Eco options but it’s not cheap. Prices vary but they are at least double a comparable Uber ride.
The new mobility solutions in Sahel and Egypt in general may not yet match the seamlessness of renting a car in the US or Europe, but there’s been a big step forward. If you don’t want to drive yourself in Sahel, you will no longer be stranded or dependent on personal drivers. Some apps are still a bit glitchy and it may require calling a hotline and sending a few WhatsApp messages to get what you want but the direction is unmistakable: Sahel is acquiring the connective tissue of a real destination, one booking channel at a time.
Sahel’s F&B and hospitality scene has stopped being an afterthought bolted onto a beach house; instead, it’s become the reason operators build the beach house in the first place. Last year’s Destination Sahel series tracked how fast that shift is moving, and the pattern repeats across the coast for the 2026 season.
This year, it looks like the traditional six-to-eight-week Sahel peak season is increasingly becoming a starting point rather than a ceiling. Developers across the coast are betting the window stretches to four months or more in the near future, and entertainment, hospitality, and F&B are the lever expected to get it there. More than just adding beds and units, the logic goes, giving people more reasons to stay north is what actually extends the calendar. It’s a bet this season’s openings already seem to be leaning into.
Sahel has long been a proven testing ground for new F&B concepts, and this season’s openings lean into that logic rather than away from it. The coast concentrates the country’s highest purchasing power into a roughly three-month window, and that audience is in vacation mode — willing to spend more freely and try something new in a way the same customer might not back in Cairo. For an operator, that’s a low-risk, high-reward proving ground: test a concept on a captive, big-spending audience, then decide whether it’s worth bringing back to the capital. This year’s crop of openings fits that same pattern: elevated casual dining concepts, more restaurants with curated menus, and branded hospitality tie-ins, and we’ve curated a list of them below.
Beachfront Fine Dining
#1-Nobu: Robert De Niro’s globally renowned Japanese-Peruvian brand returns to Ogami for its second Sahel season, building on last year’s debut and SODIC EDNC’s parallel hospitality push in Cairo. It remains one of the highest-profile fine-dining names on the coast.
WHERE TO FIND IT- Ogami, Ras El Hekma.
#2-KIKI’s Chicha: KIKI’s newest beach-side venture is a new concept built in partnership with El Gouna’s Chicha Latin Kitchen, merging Chicha’s Latin-inspired menu with KIKI’s coastal setting. KIKI’s is one of the names that have grown bigger every season rather than fading out, and this concept is its latest bet that Chicha, a proven Red Sea format, can also translate to the Mediterranean.
WHERE TO FIND IT- Hacienda Heneish.
#3-Hara Hachi Bu: Fan-favorite Cairene Japanese fusion restaurant Hara Hachi Bu ventures to the coast this season. Curated by Tamer Leithy — the mastermind behind some of Egypt’s biggest F&B names including Tamara, Mori Sushi, Mince, and The Grocer — the restaurant opens its doors in Sahel with the promise of an upscale menu experience and a fresh-over-frozen philosophy that remains unrivaled in the sushi market.
WHERE TO FIND IT- Playa.
#4-Ladurée: Hailing from the land of luxury pâtisserie and famous worldwide for its macarons, pastries, and elegant tea salons, Ladurée brings Parisian pastry excellence — and the full breadth of their menu — to the shores of the North Coast with the newly reopened Ladurée boutique in one of Sahel’s most popular destinations.
WHERE TO FIND IT- Marassi.
#6-Odoriko: Following the success of its Arkan flagship, the Japanese restaurant has expanded to Playa for the summer, bringing its contemporary sushi and robata concept to the beach. The move reflects the continued migration of Cairo’s established dining brands to seasonal North Coast locations rather than launching entirely new concepts.
WHERE TO FIND IT- Playa.
Keeping it Casual (Dining)
#1-Cairo Caizer: The Cairene shawarma spot with a cult following makes a new home for the summer in Marina 5, with a straightforward, high-volume concept likely to become one of the busiest quick-bite stops on the beach, based on brand recognition alone.
WHERE TO FIND IT- Blue Side, Marina 5.
#2-Mini Tante: Founded by actor Ashraf Abdel Baky, Mini Tante brings Egyptian street
food and sandwich boxes to Marina — a comfort-food counterweight to the coast’s increasingly polished dining scene, notable for the celebrity name behind it.
WHERE TO FIND IT- Blue Side Mall, Marina 5.
#3-Wingo: Known for its “Lost in the Sauce” wings concept, Wingo has opened simultaneously across three locations this season; an aggressive expansion that suggests real confidence in demand rather than a single test location.
WHERE TO FIND IT- Telal, Hacienda Red, and Bianchi.
#4-Two Broz: Another ambitious newcomer to the Sahel “quick bites” scene, Two Broz brings New York-style pizza with bold flavors like hot honey, black truffle, and pesto pepperoni to the beach with three back-to-back North Coast locations.
WHERE TO FIND IT- Seashell Walk, Playa Strip, and Seashell Beach.
#5-Fou by Farah: The Cairene bakery known for its oversized cookies, celebration cakes, and playful desserts has made the seasonal move to Sahel for the first time, extending one of the capital’s most recognizable homegrown dessert brands to the coast without straying from the formula that built its cult following.
WHERE TO FIND IT- Inside the Azza Fahmy boutique, Diplo, Sidi Abdel Rahman.
#6-Meat Party Burgers: The smash burger specialist is heading to Sahel with a new outpost in Sidi Heneish Village, adding another heavyweight to the North Coast’s increasingly competitive burger scene. Opening soon, the expansion signals how premium fast-casual concepts continue to push further west each summer.
#1-Solis: Solis is bringing its Korba-favorite coffee-and-pastry combo north. New at Blue Side Walk in Marina 5, the café and bakery is set to become the go-to for slow mornings, with fresh bakes and all the breakfast staples regulars have been missing since it stayed a Cairo-only affair. Expect an indoor area with AC and an outdoor area for breakfast by the sea.
WHERE TO FIND IT- Blue Side Walk, Marina 5.
#2-Kawa: Specialty coffee spot Kawa is heading to the beach for the season; its cult-favorite brews are now a Sahel staple. Bringing freshly tossed salads, beach-worthy brews, and a casual coffee vibe to Amwaj, Kawa is another Cairene staple migrating North this season.
WHERE TO FIND IT- Amwaj Gate 6.
#3-Lemonana: What’s more refreshing than an ice-cold lemonade on the beach? Lemonana’s all-things-lemon concept is so quintessentially Sahel that they’ve opened up three new North Coast locations this season. Back with an expanded menu that now includes sandwiches, matcha, more dessert options, and an extensive selection of boba drinks, Lemonana is bound to become yet another Sahel hotspot.
WHERE TO FIND IT- Seashell, North Beach Marassi, and Playa.
#4-Batch: A newcomer on the Sahel circuit this season, Batch is serving up brioche sandwiches, ice cream, and a fresh (and varied) slew of matcha and coffee brews made daily in small batches in a cozy beach-side food truck vibe that nails the casual aesthetic of the coast.
WHERE TO FIND IT- Hacienda White.
#5-MeanSun: Another North Coast newcomer this season is MeanSun, which promises slow breakfasts by the beach, a menu that inspires long lunches and memorable dinners, and a variety of summery drinks (including iced coffee, of course), all encased in a stunning outdoor location so you can sip by the sea.
WHERE TO FIND IT- Marina 5.
Dance The Night Away
#1-Sachi by The Sea: Well known for being a Cairene nightlife fixture with a coastal extension in the North Coast, Sachi by The Sea lands back with a whole new look in Almaza Bay in 2026 for an extra boost to an already booming Sahel nightlife scene. Bringing signature cocktails (and grooves), a curated menu, and a new look courtesy of Boss this season, Sachi by The Sea solidifies its status as one of the hottest venues on the coast.
WHERE TO FIND IT- Marassi Marina and Almaza Bay.
#2-Tipsy Camel Beach: Cairo’s fan-favorite sports bar takes up residence by the beach in two locations in the 2026 Sahel season, bringing together great food, refreshing cocktails, live entertainment, and interactive games right to the shores of the Mediterranean. While their bigger venue in Silversands is more popular, Tipsy Camel also opened a smaller, cozier version of their beachside bar in Sidi Heneish Village.
WHERE TO FIND IT- Silversands, North Coast and Sidi Heneish Village.
#3-GiGi Resto-Bar: Enjoy an elevated resto-bar experience with GiGi’s latest addition to a growing entertainment and F&B lineup at Diplo this summer, and their second Sahel location following their Ghazala Bay one. Built as a full-day destination, the beachfront dining and lifestyle venue offers direct beach access, as well as a full breakfast and coffee menu by day, and a curated lunch and dinner menu by nightfall.
WHERE TO FIND IT- Diplo, Sidi Abdel Rahman.
#4-La Plage by La Maison Ani: Chef Izu Ani’s French Riviera-inspired beach concept arrives on Egypt’s North Coast all the way from Dubai, pairing Mediterranean dining with an all-day beachfront setting. More destination than restaurant, it joins the growing list of hospitality imports bringing international luxury dining formats to Sahel.
WHERE TO FIND IT- Hacienda White.
However you’re choosing to spend your summer in Sahel this season, one thing is clear: the coast’s F&B and hospitality pipelines show no signs of slowing down. Whether it’s a beloved Cairo staple venturing to the coast, or a first-time restaurant betting on the beach crowd, the 2026 Sahel season offerings have you covered.
🎨 The North Coast's cultural map: As mns of Egyptians flock to Sahel every summer, the destination has evolved into a magnet for some of the country's biggest cultural and artistic events, with their economic impact growing season after season. While the ambition of transforming the coast into a year-round destination remains some way off, a growing number of initiatives are working to build a more complete experience that extends beyond the beach and lays the foundations for a promising cultural and entertainment economy.
Toward a year-round destination
The biggest obstacle preventing cultural brands from maintaining a year-round presence on the North Coast remains the lack of demand outside the summer season. Management at Diwan told EnterpriseAM that the bookstore has the supply chain and operational capabilities needed to operate year-round, but without sufficient customer demand for most of the year, maintaining a permanent presence simply does not make commercial sense.
For others, infrastructure is no longer the primary challenge. Ahmed Obeid argued that the biggest hurdle is instead the financial burden placed on the entertainment sector. Cutting — or eliminating — Egypt's entertainment tax would be the single most transformative step for the economics of the events industry, he said, opening the door to greater investment and a broader range of cultural offerings.
The soundtrack of the North Coast
The economic impact of the North Coast's concert scene is difficult to overlook. Spending associated with concerts and related activities exceeds EGP 10 bn during the summer season, covering hotel stays, restaurants, transportation, shopping, and ticket sales. The North Coast accounts for roughly 35% of Egypt's domestic summer tourism, while occupancy at some luxury resorts exceeds 95% on weekends that coincide with major concerts. Room rates can also rise by as much as 40% during major events, Prime Hospitality Management Group Managing Director and CEO Moataz Amin told the local press in May.
Beyond their direct economic impact, concerts have also become a key marketing tool for real estate developers. Developers now finance between 60% and 65% of the cost of major entertainment events on the North Coast as part of broader efforts to promote their projects as fully integrated lifestyle destinations, Ahmed Obeid, Executive Director of entertainment and marketing company RMC, told EnterpriseAM.
RMC has also significantly reshaped its summer events strategy. Rather than organizing three or four concerts each season, the company now focuses on staging one flagship event annually that better aligns with its business model, Obeid said. At the same time, RMC is diversifying its investment portfolio and reducing risk by expanding into broader cultural programming, including its Art for Everyone initiative in partnership with the American University in Cairo, which presents musical performances and theatrical productions in Cairo. The company also plans to add art exhibitions to its portfolio over the coming years.
So what is changing on the North Coast? Earlier this month, the Yalla Sahel initiative brought together leading private-sector companies and government entities under a unified platform to market the North Coast as a single destination rather than a collection of competing developments. The initiative revolves around the newly launched Tellr digital platform, which allows users to discover and book events, experiences, and activities across the coast in one place. It builds on the momentum created by last summer's music festivals, particularly the first three editions of the New Alamein Festival, which attracted thousands of visitors from Egypt and across the region.
Music from one end of the coast to the other: The Yalla Sahel concert calendar announced so far features some of the Arab world's biggest artists, including Amr Diab, Tamer Hosny, Elissa, Tamer Ashour, and Cairokee. Meanwhile, the Porto Golf Summer Festival has launched with performers including Sherine, Amal Maher, Medhat Saleh, Marwan Pablo, and Lege-Cy, while the Roman Theater Festival has already hosted concerts by Hisham Abbas and Hamid El Shaeri, with upcoming performances by Tamer Ashour, Nawal El Zoghbi, Wael Jassar, and others.
Book tourism
Reading has long been associated with summer holidays and beach escapes — a connection that Diwan has successfully embraced. The bookstore has operated a branch at Diplo Resort on the North Coast for years, serving not only as a retailer of the latest Arabic and English titles but also as a small cultural hub throughout the summer season.
This year, Diwan is organizing a range of cultural events, including an early August book signing for Egyptian novelist Reem Bassiouney's latest novel Kom El Nour, alongside weekly storytelling sessions and workshops for children, the bookstore's management told EnterpriseAM. Customer preferences also shift noticeably during the summer. Children's books, lifestyle titles, and light beach reads significantly outperform more serious literary and philosophical works, which continue to attract a larger audience at Diwan's Cairo and Alexandria branches.
Celebrating Egyptian heritage: Earlier this month, the Torathna handicrafts exhibition opened inside Livius Mall opposite Marassi at kilometer 128, occupying 2,500 sqm and featuring more than 200 artisans and heritage businesses from across Egypt. The exhibition welcomes visitors daily from 4pm until 2am. At the same time, the Deyarna handicrafts and home décor exhibition opened at Marina 4 with around 450 exhibitors and operates daily from 4:00 pm until 4:00 am. Both exhibitions will continue through the end of August, providing artisans and small businesses with access to new Egyptian, Arab, and international customers.
Buying art by the sea: Contemporary art platform TAM Gallery is hosting a temporary exhibition at Diplo Promenade on the North Coast, showcasing hundreds of artworks at competitive prices. Visitors can purchase pieces either as investment assets, to furnish their summer homes, or simply for personal enjoyment.
Summer theater: In recent years, New Alamein's theaters have hosted family-oriented summer productions such as Sindbad and El Bank Sar'ouh, supported by regional partnerships including Riyadh Season and Saudi Arabia's General Entertainment Authority. This summer, Porto Theater in Marina Alamein is hosting a single production, El Sahel El Sherir, Ashraf Abdel Baky's satirical comedy exploring the rivalry between the "good" and the “evil” sides of the North Coast.
A missed opportunity for cinema: One gap remains strikingly visible: cinema. Despite a handful of venues, including O Cinema in New Alamein and Porto Marina Cinema, movie screenings remain limited, leaving demand for cinema experiences along the coast largely untapped. The shortfall presents what could become an attractive investment opportunity for entertainment companies and cinema operators looking to expand both audiences and revenues.
⛱️ There’s no better season than summer to get your fun fix, especially if you’re spending it with family. Sahel’s 2026 season has no shortage of family-friendly activities — from spirited water adventures to outdoor movie nights and summer bazaars. Whether you’re looking to keep the kids entertained or spend some quality time together, there’s plenty of ways to make the most out of your North Coast getaway and create lasting memories.
Making a splash
#1- Marassi Water World: No Sahel summer is complete without a day of aquatic adventures for the whole family. Marassi Water World is a can’t-miss waterpark on the North Coast, packed with exciting slides, thrilling rides, refreshing pools, and the right family-friendly vibes.
HOW TO GET IN- General adult tickets go for around EGP 1.5k while general children (120cm or under) tickets go for EGP 1.2k. You can secure your tickets through their website.
WHERE TO FIND IT- The park is open in Marassi, next to gate 4 daily from 10am to 6:30pm.
#2- Splash Aquapark El Alamein: Better suited to younger kids, Splash Aquapark offers all the classic water slides, splash zones, and pools — complete with lifeguards to keep your little ones safe and entertained for a full day.
HOW TO GET IN- You can call their hotline or phone numbers listed on their Instagram to reserve your spot.
WHERE TO FIND IT- The water park is located in New Alamein inside Gewan Resort, gate 6 and is open daily from 10am to 6pm.
#3- Gravity Code: The popular recreational center takes its inflatable obstacle courses right into the sea, offering an action-packed beach day. If you or your kids are in for more challenging water adventures, this one’s for you.
HOW TO GET IN- You can call their phone number listed on their Instagram for booking details.
WHERE TO FIND IT- Gravity Code is located in The Spot, Marina 7.
#4- Bobos Water Sports:Bobos Water Sports offers something for every age — especially families with older kids — from laid-back tube rides, kayaking, and submarine tours to electric surfing, waterskiing, and parasailing. Catering to both hardcore water sports enthusiasts and adventurous families, Bobos prioritizes safety through mandatory life jackets and pre-activity safety briefings, so families can enjoy a full day of water-based fun.
HOW TO GET IN- You can find more about pricing and activities by calling or texting the numbers listed for every location on their website.
WHERE TO FIND IT- Bobos has multiple locations on the North Coast including Marina, New Alamein, and Marsa Matrouh.
#5- The Beach Stable: How about horseback riding on a beach for a memorable family moment? The Beach Stable offers horseback rides from sunrise to sunset, available for riders of all experience levels and ages. Families can choose between 30-minute or one-hour sessions, with the option of a traditional ride by the beach or a dip in the sea atop the horses.
HOW TO GET IN- You can call their number or DM them on Instagram to reserve your ride.
WHERE TO FIND IT- You can find The Beach Stable in Marina 5, open daily from 5am to 8:30pm.
Off-the-beach adventures
#1- Autovroom: Is go-karting more your kids’ thing? Autovroom has set up its track in Marassi. Suitable for both children and adults, it’s the perfect place for parents and kids alike to get behind the wheel and enjoy an adrenaline-filled ride.
HOW TO GET IN- You can book through their Instagram DMs or on site when you arrive.
WHERE TO FIND IT- You can find Autovroom in The Hub in Marassi.
#2- Ground Control: Another fun stop in Marassi, Ground Control combines a bowling alley with a lively arcade, offering an entertaining change of pace for the whole family.
HOW TO GET IN- You can book your tickets at the door.
WHERE TO FIND IT- You can find Ground Control in The Hub in Marassi.
#3- Sky Sports: If you’re looking to amp up the family fun, Sky Sports offers a dose of airborne adventure. The certified air sports hub operates paramotoring flights from Al Alamein and Amarai Beach, giving adventurous families a chance to experience Sahel from a whole new perspective.
HOW TO GET IN- Tickets for the Alamein flights go for EGP 6k, with a 120kg weight limit. You can book a ride through their website or through Instagram DMs.
#1- The Garden Market: For more casual family outings, The Garden Market’s coastal return is the perfect chance to do some local brand shopping and discover great summer finds with your
loved ones. The market will run for two consecutive weekends from Thursday, 6 August to Saturday, 15 August.
HOW TO GET IN- Entry is at no charge — doors are open daily from 6pm to 3am.
WHERE TO FIND IT- The Garden Market will take place at Lakeyard in Hacienda Bay.
#2- Art Cafe: More of the artsy types? Art Cafe has set up shop by the coast in Ras El Hekma’s Mountain View, offering a lineup of workshops this month including perfume-making, puppet-making, and painting and drawing, as well as slow art therapy sessions.
HOW TO GET IN- You can reserve your spot by calling the number on their Instagram or sending them a DM.
WHERE TO FIND IT- Art Cafe hosts their workshops at The Lighthouse in Ras El Hekma’s Mountain View.
#3- O Cinema and The Plot Cinema: Movie night in Sahel? Sounds like the perfect laidback family hangout. The North Coast is now home to several cinemas including O Cinema and the newly opened open air cinema, The Plot, both screening the latest releases throughout the summer season.
HOW TO GET IN- You can book tickets to O Cinema at the door and to The Plot through TicketsMarche.
WHERE TO FIND IT- You can find O Cinema at The Masa Mall in New Alamein and The Plot Cinema at Playa Strip by G Developments.
#3- Stoked: Responsible for Surf Camp and skating community Amped Up, outdoor activity hub Stoked is bringing 3-day beginner skating lessons starting Thursday, 23 July and a skateboarding light experience on Friday, 7 August to Playa on the North Coast this summer. The beginner course is open to all ages and children aged 8 and up. If you’re looking to pick up a new skill with the family this season, Stoked’s fun activities are worth looking into.
HOW TO GET IN- You can DM them on their Instagram to book your spot.
WHERE TO FIND IT- You can find Stoked at Playa on the North Coast.
Camps
#1- Les Elfes Camp: If your kids are looking to branch away and enjoy a camp, Sahel has plenty of those this season. Almaza Bay returns with Les Elfes camp, offering five-day camp sessions for ages 7-14, featuring all kinds of water activities and sports for your little ones. The earliest session starts on Sunday, 26 July and the last session on Sunday, 16 August.
HOW TO GET IN- Early bird prices for the Day Camper bundle go for EGP 25k and the Kid on Board bundle for EGP 37.5k. You can register through this form.
#2- Surf Camp: If you’re looking for a new challenge in the water this summer, Surf Camp is the right place for you and your family. The camp offers surfing courses for both adults and children of all experience levels. Their beginners course includes four one-hour sessions across 3 or 4 days.
HOW TO GET IN- You can reserve your spot through their DMs on Instagram. Early bird prices for the beginners course goes for EGP 8k (EGP 2k per session) while practice sessions are priced at EGP 1k for adults and EGP 1.2k for kids per hour.
WHERE TO FIND IT- You can find Surf Camp at Hacienda Red, open daily from 11am to 4pm.
#3- WellSpring: Veteran camping destination WellSpring is a can’t-miss for summer camps. This season, they’re offering Boca Overnight Camp for 12-15 year-old teens and Youth Development Program for 12-17 year-old teens — overnight or day camp options — both taking place at Ras El Hekma’s Mountain View.
HOW TO GET IN- The Youth Development Program features eight rounds until Saturday, 8 August, standing at EGP 13.9k. You can DM WellSpring on Instagram for more details on the Boca Overnight Camp.
WHERE TO FIND IT- WellSpring is hosting its summer camps at Mountain View in Ras El Hekma.
🎤 JULY Sharmoofers are joining this summer’s Sahel concert lineup,performingfor this year’s Localine, taking place at Masyaf in Ras El Hekma on Friday, 31 July. The event brings together a mix of local brands, shopping, and live entertainment. The concert kicks off at 8pm — tickets are available on Ticketsmarché.
Party on Wheels heads to D-Bay on Friday, 31 July, bringing one of the summer's biggest fitness events to Tatweer Misr's North Coast destination. The event is part of a new partnership between D-Bay and Party on Wheels. You can reserve your spot through this link.
The Tiatro Romano festival continues on Friday, 31 July, bringing performances fromReda El Bahrawy,Rahma Mohsen, andAhmed Sheba at The Roman Theater in Al Alamein’s Marina 2. Expect vocal-heavy live performances and sing-along anthems. The concert kicks off at 10pm — tickets are available on Ticketsmarché.
AUGUST
Deep House Bible lands in Egypt’s North Coast once again on Thursday, 6 August, with performances from Ahmed Spins, Brunello, Gawdat, Maz, Seth Troxler, and more. The exact venue is yet to be announced. You can sign up on the brand’s website to get tickets.
Looking to squeeze in some shopping while you’re in Sahel? The Garden Market makes its coastal return at Lakeyard in Hacienda Bay, running for two consecutive weekends from Thursday, 6 August to Saturday, 15 August. The summer market brings great finds and fun shopping with friends and family, with doors open daily from 6pm to 3am.
Missed her? We all did. Icon Sherine Abdel Wahab is set for a long-awaited comeback on Friday, 7 August at the North Coast’s Alamein City in Porto Golf. The night promises a medley of her biggest hits, kicking off at 9pm. Tickets are available via Ticketsmarché — act fast before they sell out.
Disco Misr are making another Sahel appearance, this time alongside the iconic Cairokee atD-Bayon Friday, 7 August. The two bands will share the stage, bringing Cairokee’s anthems and Disco Misr’s signature mashups for a night of live music. You can secure your tickets on Ticketsmarché.
Arab pop icons Nawal El Zoghby and Wael Jassar are taking over the Tiatro Romano festival on Friday, 14 August at Marina 2’s The Roman Theater. The night promises electric live performances with the two singers’ hit songs. The concert kicks off at 10pm, with tickets available on Ticketsmarché.
Haitian DJ Francis Mercier is landing in North Coast’s Zahra on Friday, 31 July, introducing his visionary Soley concept, alongside a performance from DJ Tennis. The two artists bring a night of Afro house, melodic rhythms, global sounds, and immersive storytelling. Entry is open to 21+ couples and mixed groups only. Doors open at 8pm — tickets are available via TicketEgypt.
KeinemusikGerman DJs Rampa and &ME are making appearances on the North Coast on Friday, 14 August. Their show is set to kick off at 8pm, with venue details yet to be announced. In the meantime, you can book tickets through Cairo Spots.
South African DJ Shimza is headlining the North Coast’sSurf Clubalongside Kaytek on Thursday, 27 August. Expect soulful energy and exciting rhythms. The show kicks off at 10pm and doors close at 1am. You can get tickets on Collard.
Another electronic music awaits with popular Bosnian-German DJ Solomun as he returns to the North Coast to perform at D-Bay on Saturday, 29 August. Expect an energy-filled summer night of his techno beats. You can secure your tickets here.
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