Special Issue — Destination Sahel (Part four)

1

STATE OF THE COAST

Closing time?

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.

Coastal living beyond QR codes

In the third edition of EnterpriseAM: Destination Sahel, we took a look at how developers across the North Coast are building hype around their projects. From bringing in world-class entertainment to crafting a tailored sense of exclusivity and utilizing effective marketing, it seems developers have cracked the code when it comes to putting their gated communities on the coastal map.

But Sahel is undergoing shifts that could push some vacationers to rethink the appeal of gated communities: Some are growing weary of the restrictions these compounds — particularly the larger ones — impose even on homeowners. Adding to that, projects like Modon’s Ras El Hekma, and New Alamein, are reviving an old-new concept: the open coastal city. The question now is, how can a buyer accustomed to gated living be persuaded to embrace an open-city model?

GETTING GATED COMMUNITY RESIDENTS TO STEP OUTSIDE-

There is fear that a shift from gated communities to coastal city living comes at the cost of privacy and convenience, yet experts disagree. “Framing these cities as livable year-round is what will flip the narrative from ‘vacation home’ to ‘aspirational hub,’” Abdel Azim Osman, co-founder and chief marketing and product officer at Nawy tells us. Nader Elhamy, founder and lead consultant at Toolbox Marketing Consulting, would also agree. “Cities are essential for large countries like ours. Urban planning blended with coastal living offers cultural venues, marinas, and commercial districts that go beyond what most seasonal standalone resorts can offer.” he says.

The fact of the matter is that getting residents to move beyond gated communities shouldn’t be that hard, marketing consultant and founder of Atlantica Management Dina El Adly tells EnterpriseAM. It’s less a shift in lifestyle and more one in mindset. Exclusivity goes from gated compounds and manifests on other fronts; such as exclusive buildings, amenities, and private beaches — all within a more open environment.

And at the end of the day, gated-community residents can benefit from the services of adjacent open cities while still enjoying the curated, private experience their own compound provides.

QR CODES: A NEW HARD CURRENCY-

“Several videos are trending on Tiktok featuring the most beautiful beaches across Greece and Spain, which were captured by young Egyptians, with their inside joke ‘I got into this beach without a QR code.’” Elhamy tells us. This summer, we’ve noticed a spike in tourists distraught by the proliferation of QR codes — it’s even become a comedy sketch of sorts, with several Egyptian netizens abroad “pulling pranks” by asking residents in Miami and other coastal communities for their QR codes to get their reactions. Needless to say, most of those pranked were appalled by the idea.

But are QR codes — and the exclusivity they represent — all that bad? Well, it depends on who you ask, or how you ask the question. On one hand, QR codes have become a sort of hard currency. Take a deep dive into TikTok and you’ll find some residents — and dedicated businesses — selling QR codes, which defies their purpose entirely. As such, popular Sahel destinations such as (and particularly) Marassi, have fallen victim to overcrowding, with residents increasingly voicing privacy concerns.

QR codes aren’t the problem, development master plans are. “So much of Sahel is limited to owners, and that’s expected.” Mohamed Galal, chairman of TSM Mall Management tells us. “The mistake made by the developers, however, is offering commercial attractions not found elsewhere and marketing them to the general public,” he says. Galal notes that he believes the term exclusivity to be outdated, preferring instead to call it “prohibited access.” While Galal does agree that QR codes serve their purpose, and gated communities have a right to restrict access, he notes that when publicly-marketed events come into play, things get complicated.

Sahel’s Achilles heel was not taking into consideration the habits of its present and future Egyptian residents, especially those who are family-oriented and traditionally receive lots of visitors on vacation, Galal notes. “These communities weren’t designed to provide that. You can’t have a restaurant that requires visitors to go through multiple gates and infringe on residents' privacy,” Galal says. “The masterplan is just wrong, and people are paying the price,” he adds. The problem with exclusivity isn’t the concept itself, but rather how it was executed. This, Galal notes, should not be a problem in cities like New Alamein and Modon’s Ras El Hekma.

“If you go to Ibiza or Monaco, you’ll never find QR codes, and yet it’s still exclusive — that’s what we need to do, to adopt that kind of exclusivity,” El Adly says. “If what you offer is indeed exclusive, you won’t even have to filter out people,” she adds. While QR codes were initially presented as a solution to rising complaints of overcrowding, we’re now “feeling their consequences,” as the model has been taken to extremes, El Adly says.

Instead of policing access, why don’t developers focus on experience personalization? Elhamy suggests. This would entail setting clear expectations, community rules, and behavioral standards. “After all, it’s about fostering respectful coexistence,” he says.

Yet, this level of exclusivity — and QR codes — didn’t just happen over night. “For over 50 years, Egyptians have migrated westward along the coast in search of [exclusivity]. This pursuit is a deeply embedded purchase driver for the Egyptian summer home buyer.” Elhamy says. It’s these same buyers, however, that are now frustrated by QR codes, he notes, adding that developers are simply trying to prevent migration from their communities by going to great lengths to preserve exclusivity. “With Sahel creeping towards Libya, it might be time to shift the conversation,” he adds.

FROM VACATION TO EVERY DAY LIVING-

Large-scale projects provide the opportunity to offer a fully inclusive range of services and experiences, Managing Director and partner at BCG Cairo Bassem Fayek tells us. It can cater to every preference, accommodating both lively social hubs and quiet, tranquil spaces. This scale is also what makes it feasible to include essential infrastructure like schools and healthcare, moving beyond simple amenities, he notes.

The balancing act: Galal draws a comparison between the North Coast and Dubai’s Jumeirah Beach, noting that in terms of master planning, JBR got it right from the get-go. “You have public areas with all the amenities, private areas, and exclusive areas. Do they have an accessibility issue in JBR? No,” he says. “They took what we call regional services and separated them from the private neighborhoods and communities,” Galal adds.

The end result is still an exclusive experience, yet one that does not infringe on residents’ privacy nor limit access to tourists and beachgoers. What is happening in New Alamein, Galal believes, is swiftly following in those footsteps, correcting course from the existing exclusivity model. By having an alternative model that balances the needs of the different strata of Sahel vacationers, untapped potential can be realized. “People are going to see a new appeal — It’s just about adapting to a new kind of luxury,” El Adly adds. The North Coast's up-and-coming cities can still maintain exclusivity, yet do so in a manner that is uncomplicated, and doesn’t outright shun certain strata. It’s about creating “a sense of belonging people don’t want to leave behind,” Elhamy says.

Add to that year-round lifestyle, health, and educational infrastructures, and you’ve got a recipe for success for a coastal city worthy of being deemed a global destination. “Alamein could evolve into a ‘Las Vegas of the Mediterranean’ — a vibrant entertainment capital that would attract regional tourism and would operate at full capacity year-round.” Elhamy says. He further notes that it won’t be sustainable if these cities are turned into developments similar to everything else on the coast. “They need to become proper cities,” he notes, citing France’s Nice and Cannes, and Greece’s Athens and Thessaloniki, where residents live year round. .

A FRESH OUTLOOK-

Hospitality is the key to targeting the right customer, Fayek says, noting that tourism to Egypt is 80–90% agency-based rather than retail/DIY, but North Coast has lacked a hospitality supply — it’s mostly second homes — so agents can’t make deals with hundreds of individual owners. Mediterranean destinations receive roughly 200 mn visitors annually and will reach 250M by 2035, according to BCG research, and with better air links, proper hospitality, and pushing tourism further towards an end-to-end business model, the North Coast should capture a 3-5% market share or 7.5-12.5 mn tourists by 2035, Fayek believes.

The lack of hotels is a major reason as to why Sahel evolved into an exclusive homeowners territory, Elhamy agrees. “[Hotels] force a shift from compound thinking to hospitality thinking — which means 24/7 infrastructure, reliable logistics, and consistent service.” “In Hurghada, Sharm, and other destinations similar to the North Coast, you don’t feel the divide that is prevalent in Sahel,” El Adly says. “Having resorts can help out with the whole ‘I want to go to Sahel but I don’t want to suffer the consequences of renting’ dilemma — people who want to escape that system can find freedom in that.”

Ramla redefines Egypt’s North Coast

The Ramla project in Ras El Hekma reshaped Egypt's North Coast experience this summer by blending world-class dining with great music. MARAKEZ positioned Ramla as a curated destination centered on culture and connection, turning its shoreline into a vibrant hub for unique and purposeful experiences.

The MARAKEZ-led celebrations at Ramla reimagined the summer experience on Egypt’s Mediterranean coast, including the When We Eat series that ended the season with the Michelin star chef Alex Atala, elevating coastal dining. The launch of the Azza Fahmy Ramla Beach Clubhouse pushed these boundaries even further, reinforcing Ramla’s brand ethos of “barefoot luxury”, which focuses on substance over excess.

This season, Ramla proved that seasonal destinations can have significant cultural depth. By prioritizing purpose, MARAKEZ has shown that the North Coast can be both scenic and meaningful.

Sand Wars: Can anything be done about coastal erosion?

Large areas of Egypt's Northern coastline are being eaten away at an alarming pace and impacted developers and homeowners are starting to hit the panic button. A particularly brutal season of winter storms washed away large swathes of sand this year which has resulted in an unusually rocky and narrowing coastline in several compounds across Sahel.

Developers eager to take action are trying to engineer their way out of the problem, but there’s reason to be cautious because opting for intensive piecemeal solutions to a much wider issue may not deliver the intended results.

We’re not alone. Coastal areas worldwide are investing vast amounts of money to replace sand that has been washed away by storms and rising sea levels and it’s not just a one-time payment. Manmade intervention usually requires annual maintenance which is not cheap. In hurricane zones like Pinellas County, Florida for example, it took USD 26 mn to replenish sand and build up the dunes after a hurricane hit in 2024.

Our coastline is rapidly changing. According to a study by Esraa El Masry, a researcher at the Department of Oceanography at Alexandria University, the area between El Dabaa and Ras El Hekma saw an average loss of some 0.55 m of coastline per year between 1990 and 2020. That’s especially high when considering that the entirety of our Mediterranean coastline lost about 0.1 m per year between 1984 and 2016, according to a World Bank report on coastal erosion in the Middle East and North Africa.

Why is this happening? Coastal erosion is the process through which seas and oceans slowly strip sand and soil from the coast. The process is generally a long-term and naturally driven phenomenon thanks to waves, currents and storms that gradually reshape our coastal areas. But that process has been accelerated in recent years by various forms of human activity.

Infrastructure and development have contributed to erosion on the North Coast. One of the primary culprits that caused this process to go into overdrive dates back to the construction of the Aswan High Dam, according to a 2021 study published by Egypt’s National Water Research Center. The dam effectively placed a cap on the natural flow of sediment to the Delta and North Coast, drastically choking out a much needed source of sand replenishment along the coast.

And of course our changing climate has been a contributing force: Global sea level rise due to climate change has contributed to the accelerated encroachment on our coastal zones. More intense storms, worsened by a changing climate, contribute to severe short term changes to our shorelines as well.

Less sand = lower property values: Private developers and homeowners in Sahel are understandably concerned about this predicament. Many fear that a disappearing (and less sandy) coast could threaten property values and make vacationing less enjoyable over the long term.

Tourism could be negatively impacted as well. One of Sahel’s main draws is its incredible beaches. Sahel tourism, which has been on the upswing in the past few years, is increasingly becoming a pillar of Egypt’s larger tourism ambitions. While difficult to accurately quantify, the loss of Sahel’s most precious asset could present a challenge to those plans.

And with a mega-project like Ras El Hekma in the works, we need to proceed with extra caution: At the core of Ras El Hekma’s USD 35 bn coastal project is a big bet on tourism. Specifics on what’s being built inside Ras El Hekma remain scarce, but the looming threat of an eroding coastline (and how developers intend to mitigate that threat) will remain a very serious concern for the mega-project’s developers as well as other smaller developments close by.

Hard engineered solutions have been deployed over the years to help keep the threat at bay. Solutions like seawalls, groins and breakwaters are hard structures meant to slow the pace of sand erosion from targeted stretches of coastline by reducing the impact of currents, storms and larger than average swell.

But they don’t always pan out as intended: In one of the most wide-ranging studies on shoreline dynamics, researchers observed that breakwaters constructed in Marina El Alamein in the late 1980s disrupted natural sediment transport along the coast and ultimately caused sand to accumulate on the updrift side of the structures while accelerating erosion downdrift.

The shortcomings might be a question of improper planning: “These problems are not specific to Egypt. We see the same thing in many countries. It's a global phenomenon where you want to fix a problem and you make a decision that will work for your specific location, but you forget about how it will change nature and impact other developments along the coast,” said Jesper Dorge, Project Director at DHI, a Denmark-based global expert in water environments tasked with researching and developing coastal solutions for several Egyptian developers including M Squared, the developers of Masyaf Ras El Hekma and Diplo 3.

There’s still hope for a better path forward: A sustainable coastal defense will likely have to balance between protection and environmental sustainability. Porous submerged breakwaters are one solution that could be used to reduce wave energy while allowing natural sediment flow to continue, helping maintain shoreline stability without the disruptions of traditional barriers, according to a study published in the Ocean Engineering Journal on porous breakwaters. Dune restoration and consistent sand nourishment and replenishment, as well as natural sand buffers might also help keep things stable.

There will likely have to be quite a bit more planning — and facing hard realities: “If you want to have cities and ports, then you also have to accept that there will be some changes. You’ll have to decide what kind of changes you can accept and where you want to make sure that you have nice white sandy beaches that are natural,” says Dorge.

An Integrated Coastal Zone Management (ICZM) plan will be key: Dorge explains that decisions about the use and nature of our coastline should be factored into a wider integrated plan that takes into account the views of various stakeholders. “Once you have the plan, further development has to be checked so that it will not be in conflict with the overall blueprint for the area.”

A mad-dash towards sea barrier construction will not achieve the desired outcome without coordination: “The Ministry of Water Resources and Irrigation is in the process of finalizing a concrete ICZM for the entire stretch of the Mediterranean Sea,” said Dorge. That plan has to be taken into account. Developers left to combat the issue on an individual, case by case basis, without a comprehensive strategy, may present serious challenges for the nature of neighboring stretches of coastline, marine habitats and beach goer safety.

SO WHAT’S THE GOVERNMENT’S PLAN?

The government is currently rolling out intensive efforts to protect Egypt’s Mediterranean shorelines against the impact of climate change, a senior Water Resources and Irrigation Ministry source told EnterpriseAM.

Public + private sector responsibility: The state is investing in protecting public beaches, while requiring developers in other areas to draw up and implement erosion-mitigation plans that are periodically reviewed, our source said. Investors are being instructed to avoid activities that could damage coastlines and to factor in climate change risks by building breakwaters and other protective infrastructure. Companies that violate these requirements could face fines or even the withdrawal of their licenses, the source added.

The measures include artificial breakwaters, seawalls, and nature-based ecosystem solutions being implemented under the Enhancing Climate Change Adaptation in the North Coast and Nile Delta project. The USD 31.4 mn project — funded by the Green Climate Fund through a UNDP grant — uses low-cost, locally sourced materials to create longitudinal sand barriers, designed and built in collaboration with local communities, ensuring long-term sustainability. The program stretches from Alexandria to Matrouh in multiple phases to counter rising sea levels and intensifying wave activity.

Protecting investments: The North Coast has become one of Egypt’s most important investment hubs, making coastal protection a top government priority, the source said. The state is coordinating with multiple agencies to establish monitoring units and conduct ongoing studies to address imbalances and prevent erosion, safeguarding billions of pounds’ worth of real estate and tourism investment.

Powering progress, everywhere you go

TAQA Arabia continues to expand its footprint across Egypt and the wider region, offering a broad range of energy and utility services. The company’s operations span natural gas distribution, electricity, renewable energy, marketing fuel products, and water treatment, with a growing presence in Africa and the Middle East.

In Egypt, TAQA Arabia distributes natural gas to entire governorates and provides electricity generation, distribution, and O&M services to residential, industrial, and commercial clients. Its renewable energy portfolio includes solar projects that supply clean power to cities to deliver innovative and efficient solutions.

With our significant renewable energy projects, TAQA Arabia extends solutions to clients in the residential, agriculture, tourism, and industrial sectors, positioning the company as a notable player in Egypt’s energy transition.

TAQA Arabia has also been active in the CNG business, operating CNG stations and conversion centers and introducing mobile CNG technology catering to clients away from the national grid. Its utility services now include water treatment and desalination services, aimed at improving resource efficiency and reliability.

On the mobility front, TAQA Arabia operates fuel stations under its own brand and CNG stations through Master Gas, offering both conventional and CNG options. The company is also investing in EV infrastructure through TAQA Volt, which is rolling out a network of charging stations to support the shift toward electric vehicles.

While TAQA Arabia’s portfolio is diverse, its strategy is focused on integrating traditional and clean energy solutions, with an eye on long-term sustainability and regional growth.

Pulse check on the New Alamein City

For generations, Alamein was a city known to the world only because fate had placed it at the center of a major World War II battle. For some 75 years, it suffered the consequences of war — namely, the millions of landmines scattered across the area, which the Egyptian Armed Forces began clearing in the 1990s. Those efforts gained momentum over the past decade and ultimately paved the way for President Abdel Fattah El Sisi to inaugurate New Alamein City in March 2018 as one of Egypt’s fourth-generation cities.

The model introduced by New Alamein City has sparked a wave of comparisons. It is designed to be a year-round, livable, non-gated city presented by the government in contrast to its neighbor Marina — the gated summer retreat of the wealthy and powerful during the Mubarak era.. New Alamein is also seen as the summer counterpart to the new administrative capital, and the government adopted it as a seasonal headquarters while it is still far from being meaningfully populated — a move that has prompted questions as Egypt revisits its national mega-project priorities in recent years.

EnterpriseAM sat down with Hind Ali, Deputy Head of the New Alamein City Authority, who walked us through the current status of construction, services, and investment incentives in the city.

New Alamein has been actively courting investors to expand services for residents and visitors, and the city has now entered its second year of operations, according to Ali. Development has progressed at a rapid pace from day one, thanks to close coordination between Egyptian and international contractors and local consultancies.

A total of 18 beachfront towers have been completed, while construction is underway on another five towers as part of the second development phase. These are expected to be completed over the coming three years. The concrete structures of the initial batch are done, with finishing work nearly complete, and over 2k units have already been delivered to clients, Ali tells us.

Marketing of commercial and administrative units within the tower podiums is already underway in partnership with City Edge, as the city works to promote the service and retail components of the project to potential investors, she adds.

The long-term plan is to grow New Alamein’s permanent population to 1.6 mn residents by 2052, based on unit delivery projections and average occupancy rates. The city has already handed over 3k units in the mid-income Sakan Misr project alone — translating to roughly 13-15k year-round residents based on an average household size of four — not including units in the towers, Latin Quarter, or Downtown area.

Administrative housing has also been made available for city authority staff, with three buildings in Sakan Misr allocated to accommodate employees and their families, Ali notes.

The city’s hospitality capacity is expanding. The Rixos Hotel is already operational, and a second hotel is being built in the fifth beachfront tower. Properties located on the southern side of the coastal road, including Rhactus, are also serving New Alamein visitors. A boutique hotel in the Heritage City is set to open soon, likely as a five-star property and a hotel is currently being furnished in North Square, the city’s entertainment hub.

The education sector is taking shape, with Alamein International University already operational and a public school now running under the Education Buildings Authority. Land has also been allocated for two private international schools — one by Manarat El Salem and another by a leading education provider in Egypt — both are in the licensing phase and located near mid-income residential zones in the southern district.

New Alamein’s 5.5k-feddan industrial zone in the south has seen major allocations. Industrial Development Group (IDG) is acting as master developer and has already launched three factories. Additional activity — including glass manufacturing and other light industries — is in the pipeline, with all projects subject to environmental permitting prior to construction.

Water needs are being met through a desalination plant that supplies the entire beachfront area at a capacity of 150k cubic meters per day. No service disruptions or complaints have been reported so far, Ali says. A second facility is also in the works. Authorities have received three or four bids and will soon launch a limited tender. The second plant is expected to have a daily capacity of 100k cubic meters, which should cover the city’s growing needs in the medium term.

A hospital in the C4 service corridor, opposite the Arab Academy’s campus, has been allocated to the Health Ministry and is expected to begin operations soon. Investment opportunities in medical centers have also been offered in areas like Mazarine and Boulevard Street. The Saudi German Hospital Group is currently in talks to lease space in a mixed-use building in Mazarine.

Retail services are scaling up. This season saw the launch of outlets including Circle K, Ceramica Cleopatra, Gomla Market, pharmacies, restaurants, a furniture showroom, and a large coffee shop, all of which are contributing to the city’s livability.

The Business and Finance District is being developed by China’s CSCEC and modeled on the Iconic Tower in the new administrative capital. The plan includes a central tower surrounded by four residential towers and a crystal lagoon, with adjacent land plots allocated to developers who are already moving forward with construction.

The controversial EGP 1k per sqm fee imposed in some parts of the North Coast does not apply in New Alamein. Instead, the city follows NUCA’s standard real estate transfer fee structure — and is currently offering a 50% disc. on those fees until the end of September. The discount applies to all asset types, including land and units.

New Alamein was never intended to be a seasonal destination, Ali says. The city is designed to be a sustainable, year-round hub, and authorities have been focused over the past two years on building out the services and infrastructure needed to support permanent residency.

In addition to Alamein International University and the Arab Academy, two private universities are being established: Kayan University for Human Development, located directly on the coastal highway, and Misr University for Science and Technology, located in the city’s central service corridor.

The city is also being positioned as a destination for conferences and business tourism. Large-scale halls located in the Heritage City are available for major events, and the authority is coordinating with other governorates and institutions to market New Alamein as a year-round venue for exhibitions, government events, and cultural programming.

Incentives are available for investors, including flexible payment terms. Investors can acquire land by paying a down payment and deferring installments for up to four years, which allows them to focus cashflows on construction and design.

Major industrial tenants are in the pipeline. The Petrochemicals Holding Company is building a complex that will include soda ash and silicone production, as well as facilities for petroleum-based derivatives. Polish manufacturer Padma, a key IKEA supplier, has also taken land and will be developing a EUR 70 mn industrial presence. The zone’s proximity to El Hamra Port, Alamein Airport, and Wadi El Natrun positions it as the North Coast’s only industrial hub.

Alamein International Airport is just 20 km from the city center, while Borg El Arab Airport is 120 km away. Travel from Cairo by car now takes around two hours and 15 minutes, with roads in excellent condition.

The high-speed rail station is nearing completion near the Chinese-built Downtown towers. Interior finishing work is underway, and authorities are coordinating with the National Railways Authority on a launch timeline.

Land tenders are posted on NUCA’s website, and pricing is determined based on investor bids. In some cases, financial offers exceed the authority’s base valuation — in which case, the highest qualified bid is awarded the project.

To accelerate development, NUCA is partnering with private developers on revenue-sharing models, where the authority takes a cash or in-kind stake. Agreements are typically structured as 50/50 or 40/60, depending on the proposal. Cooperative housing groups — such as Smouha — are also participating, though their projects are being developed as investment-grade urban communities. Several are in the planning phase and awaiting ministerial approvals.

Sahel F&B wrapped

The dining scene in Sahel has evolved into a legitimate culinary destination, moving beyond simple beachside convenience. We've spent the season exploring the North Coast to find the restaurants, cafes, and beachside eateries that truly excel in both food and experience.

BEACH BITES-

#1- FAKAHANY, DIPLO: Their curated menu of healthy frozen treats didn’t leave any room for wrong choices. Summer fruit forward, Fakahany ’s offerings included mango- and raspberry-flavored grapes (yes, really), sour grapes, and mango cubes sold frozen and refreshing along the beaches of Diplo.

CAN YOU FIND IT IN CAIRO? No — at least not yet. They have teased on their Instagram page that they will be “back soon” at a different location.

#2- MANGO SOFT SERVE, SIDI HENEISH EL ABD: Frozen mango in its simplest (and creamiest form). This single-item stand transformed fresh-pressed mangoes into a delicious and heat-quenching soft serve that was worth every km of the drive.

CAN YOU FIND IT IN CAIRO?This beachside soft serve was a Sidi Heneish exclusive, but now we have something to look forward to next year.

#3- PAO, MULTIPLE LOCATIONS: The boba revolution hit Sahel’s shoreline hard this summer with six locations across the coastal strip. While the classic taro is our Cairene go-to order at Pao, we cooled off this summer with their boba soft serves and bubbly mojitos.

CAN YOU FIND IT IN CAIRO?Yes, Pao has eight branches all over Cairo, and is available for delivery on Talabat and Rabbit.

ON THE GO-

#1- SANDWICH ROOM, ALMAZA BAY | CAESAR’S MATCHA: This popular summer spot elevated sandwiches to an artform on a one-of-a-kind bread canvas. While you can have your pick of vegetarian, chicken, beef, and seafood sammies (with a selection of sides and homemade drinks to liven up your order), Sandwich Room ’s chicken pané and shrimp rosaline sandwiches had us planning our next visit before we’d even finished chewing our first bite.

CAN YOU FIND IT IN CAIRO? Yes, Sandwich Room is happy to serve you cityside at three locations in east and west Cairo.

#2- HUNNYBUN, HACIENDA RED: This coffeeshop destination was armed with an arsenal of both savory and sweet goods for a “treat yourself” summer. The brookie (a brownie-cookie hybrid) and za’atar croissant were local legends that lived up to every bit of the hype.

CAN YOU FIND IT IN CAIRO? Not yet, but we have our fingers crossed.

#3- G’S BAGELS, TELAL: Authentic New York-style bagels have found their Mediterranean home in Telal. You can choose your own adventure at G’s — from plain bagels with artisanal schmears to fully loaded bagel sandwiches. Our regular order was the hot honey schmear on the cheddar jalapeño bagel, and their signature turkey berry bagel.

CAN YOU FIND IT IN CAIRO? Yes — G’s hometown is in Sheikh Zayed.

#4- YORKER’S, SIDI HENEISH EL ABD: Yorker’s delivered premium beachfront hot dogs with serious American comfort food vibes to the Egyptian coast. You could also find their famous beef tallow fries and some summery bagel offerings, but our beach fuel was the taco jalapeño dog.

CAN YOU FIND IT IN CAIRO?No, but we suspect (and hope) that our patronage provided enough funds for a Cairo branch.

BREAKFAST OF CHAMPIONS:

#1- 1980, PLAYA | MARASSI | SEASHELL: 1980 is a blend of picture-perfect beachfront dining, exceptional food, and Instagram-worthy vibes. The pastrami eggs with fluffy roasted potatoes rival the view in indulgence, but they also had visitors’ beach bodies covered with countless healthy options that don’t compromise on flavor.

CAN YOU FIND IT IN CAIRO? Yes. 1980 has five branches all over Cairo.

#2- EATERY, SEASHELL | MARASSI | SOLARE: The undisputed monarch of Egyptian breakfast needs no introduction. Home to the best feteer in town — complete with tableside preparation and accompaniments of qeshta, tahini and molasses, and honey — an Eatery by the beach is where breakfast becomes a full sensory experience. Those of us whose sweet tooths were on vacation couldn’t go wrong with tabliyyit el omda, which added ful, falafel, medahrag eggs, and a healthy helping of arugula to the feteer order. The unsung hero in our opinion? The date scrambled eggs.

CAN YOU FIND IT IN CAIRO?Cairo Festival City in New Cairo and Capital Promenade in Sheikh Zayed both house Eatery branches.

#3- LUNCH ROOM, MARASSI: Straight from Saudi Arabia, Lunch Room brought communal breakfast vibes the coast hasn’t seen before. We would start with their show-stopping frittata and finish strong with their maple french toast topped with a poached pear. And they said breakfast couldn’t get an upgrade.

CAN YOU FIND IT IN CAIRO?Not yet, but we’re hoping the Saudi sensation was testing the waters before a Cairo launch.

#4- CAKE CAFÉ, HACIENDA RED: The Swiss Army knife of breakfast spots in any location. Whether you’re craving their famous lemon bars, need a quick bresaola wrap to-go, or want to sit down for their divine pesto chicken, Cake Café delivers on every front with consistent excellence.

CAN YOU FIND IT IN CAIRO? You can take your pick of multiple Cake Café’s locations across the city.

#5- BABBO’S TAVERNA, SIDI HENEISH VILLAGE: Babbo’s Taverna continues its tradition of serving up oriental flavors with Mediterranean flair. Their pink sauce pasta hits differently by the sea, while the baladi bread burger proves that fusion done right is always a winning formula.

CAN YOU FIND IT IN CAIRO? Not yet, but you can find it in Somabay.

LUNCH LEGENDS-

#1- CARLO’S, HACIENDA RED: Cairo’s iconic restaurant has claimed its rightful place in the heart of Hacienda Red. The stuffed vine leaves we all love so much are artistry on a plate. The hawawshi with basterma and cheese is comfort food perfection, and the roz mu’ammar and hamam will transport you straight to flavor paradise.

CAN YOU FIND IT IN CAIRO?You can find Carlo’s at its well-known Nilefront spot on the Le Pacha 1901 boat in Zamalek.

#2- VILLA CARACAS, MARASSI | CAESAR’S MATCHA: Fine dining Lebanese cuisine set against the stunning Marassi Marina backdrop — because sometimes lunch deserves the full treatment. Villa Caracas’ liver with pomegranate molasses perfects a much beloved dish, while their kofta khashkash harnesses pure Levantine magic.

CAN YOU FIND IT IN CAIRO?Yes — Villa Caracas boasts four branches across Maadi, east and west Cairo, in addition to El Gouna.

DINNER DESTINATIONS-

#1- BEEF BAR, ALMAZA BAY: The legend returns to Sahel, with all its carnivorous glory intact. We jumped into familiarity with their famous bolognese pasta and fried chicken appetizers, because you know it’s a good day of swimming when you have an elevated version of macaroni and pané after. But save room for the main event — premium steak cuts that justify every bit of their reputation.

CAN YOU FIND IT IN CAIRO? No. The Montecarlan gem only visits Om El Donia in the summer.

#2- REIF, MARASSI MARINA: One of Cairo’s most celebrated additions to the food scene — and an EnterpriseAM favorite — brings its A-game to the marina setting. Reif ’s beef tataki is a masterclass in preparation, the Wagyu beef sando is pure beachside indulgence, and their sushi selection showcases versatility without compromise.

CAN YOU FIND IT IN CAIRO?Reif’s maiden branch resides in Waterway’s 5A.

#3- SACHI, ALMAZA BAY | MARASSI MARINA: Whether you’re lounging in their Almaza Bay cabana or dining waterfront in Marassi Marina, Sachi delivers an unmatched experience. Ask your resident carnivore and they’ll agree — their Chateaubriand stands tall as arguably Egypt’s finest steak. A bold claim? Yes, but backed by flavor.

CAN YOU FIND IT IN CAIRO? Yes. Sachi’s flagship branch can be found in Heliopolis and it’s second location is in Park St. Sheikh Zayed.

#4- WHITE AND BLUE, ALMAZA BAY | GHAZALA BAY: A simple concept executed well. This Greek beachfront eatery is a straightforward seafood experience: Choose your fish from a pristine display, and they’ll prepare it exactly how you envision it without a convoluted preparation. Fresh doesn’t get fresher than this.

CAN YOU FIND IT IN CAIRO?Yes, The Grecian gem resides in Hydeout, New Cairo.

#5- EM SHERIF, ALMAZA BAY: From Lebanon to Cairo to up north, the hummus shawarma shines the same, its iconic creaminess and well-spiced fillings unwavering. Em Sherif ’s signature lentil salad provides a bright bite with firm freshness, while the pomegranate molasses makanek hit their target, making even bigger waves this Sahel season.

CAN YOU FIND IT IN CAIRO?Yes. Em Sherif is available at two locations on opposite sides of the capital.

LATE NIGHT EATS:

#1- CHOMP, HACIENDA RED | SEASHELL: The after-hours hero Sahel desperately needed. Their menu reads like an American comfort food love letter, with the pesto steak and Oklahoma burger each a good choice for late-night satisfaction.

CAN YOU FIND IT IN CAIRO?Their Golf Central location is shuttered for the summer for a Sahel takeover, but it won’t be long before they’re back home.

#2- MIAM MIAM, HACIENDA RED | STELLA SIDI ABDELRAHMAN: French burger artistry by the shore. Miam Miam ’s truffle burger lives up to every expectation, while the adventurous beef bourguignon with jalapeño ranch proves that fusion can be both bold and brilliant.

CAN YOU FIND IT IN CAIRO? Golf Central Mall has come to the rescue with a branch for Cairenes.

#3- IL DIVINO PIZZERIA, TELAL: The night owl’s pizza paradise, serving until 4am with zero compromise on quality. Il Divino has mastered both classic Italian pies like the spicy salami, and Americanized favorites like BBQ chicken. Bonus points for their surprisingly excellent chicken quesadillas.

CAN YOU FIND IT IN CAIRO? Il Divino is open in seven locations across the city.

September nightlife in Sahel

SEPTEMBER-

🎤 We’re in for another musical night with Medhat Saleh led by Maestro Amro Selim alongside a performance by Mai Farouk at Marassi’s Address Beach Resort. Don’t miss it on Saturday, 6 September and get your tickets through Ticketsmarché.

Address Beach Resort is where the fun never stops. Megastars Wael Gassar and Reham Abdelhakim will give electric performances at Marassi on Saturday, 13 September. Head over to Ticketsmarché for tickets.

Marassi’s Saudi National Day celebrations kick off on Thursday, 18 September with live performances from star acts Ragheb Allama and Amina at the Address Beach Resort. Head to Ticketsmarché to get your tickets and enjoy another fun night at Address Beach Resort.

Tamer Ashour to join the lineup for Marassi’s Address Beach Resort celebrations on Friday, 19 September. Be where the fun is and sing along to his hits on Saudi National Day. Get your tickets on Ticketsmarché.

Mega stars Asala and Ahmed Saad are wrapping up the Marassi fun on Saturday, 20 September. Don’t miss these exciting performances at Address Beach Resort and get your tickets at Ticketsmarché.

Sections

About

Privacy & Support

Get EnterpriseAM daily