Special Issue — Destination Sahel (Part three)

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STATE OF THE COAST

From project launches to friendly dinners, Sahel at its busiest

Good morning, friends, and welcome to the third installment of our special series EnterpriseAM: Destination Sahel. Sahel is at its busiest in the first week of August — It's when most of our vacation schedules overlap. When most social gatherings and events take place. When finding one square meter on the beach after 3:30pm (or the line of cars waiting to get into certain compounds) would challenge even the patience of Job. Even though it can all feel a bit breathless, it’s a great time to catch up with family and friends, particularly those who are visiting from abroad.

We’ve been fortunate to have attended a handful of the best events on the Coast in the past couple of weeks including the opening of Nobu North Coast at SODIC’s Ogami, the launch of the Azza Fahmy Clubhouse at Ramla, and a delicious six course meal prepared by Chef Kelvin Cheung of Jun’s in Dubai (#7 on the MENA 50 Best 2025). The sunset dinner was part of a ‘Signature Dinner Series’ presented by our friends at Ramla and When We Eat. Beyond the exquisite food with its creative use of local flavors and ingredients, what stood out about the evening was the gathering itself. Small, simple, elegant and relaxed with communal tables, interesting people and warm, friendly conversation accented by the stunning backdrop that is our unparalleled Mediterranean.

Every year we marvel at how much of our life in Cairo gets completely transported to Sahel for the summer. It’s not only possible to work remotely — you can stick to your daily coffee and fitness routine. If you’re a Maadi resident for example, you will appreciate that you can now get a cup of Floating Cups coffee on the beach at Sidi Heneish Village prepared by the same friendly baristas who make your coffee in Cairo. You can grab breakfast at Ratios on the Beach in Almaza, and you can catch a pilates class with some of Maadi’s favourite instructors — including Salma Abdel Salam and Zag — in Diplo.

IN THIS MORNING’S ISSUE- We sat down with our friend Pakinam Kafafi, the CEO of TAQA Arabia to get her take on the Sahel of the future. We give you a rundown on the latest from Modon, take a deep dive into Sahel infrastructure, explore the new ways developers are marketing themselves, and more.

HELLO, MODON…

The wait is over: UAE's Modon has launched the first offering in the western side of the Ras El Hekma triangle, unveiling the Wadi Yemm area as the first of 17 zones it plans to bring to market.

One-bedroom apartments are priced at an average of EGP 19.9 mn, while seven-bedroom villas are going for an average of EGP 324 mn, with payment plans of up to eight years. Deposits for reservations: EGP 1 mn. The launch was held over a three-day, invite-only event at the site and attended by a select group of Egyptian, Arab, and international investors — no media invited.

The villas on offer in the first phase of Wadi Yemm overlook golf courses, confirming what've been told before, while the apartments offer views of either the sea or golf courses. Spanning some 9 mn sqm, Wadi Yemm is expected to house seven luxury hotels, two international-standard 18-hole golf courses, an equestrian center, a water park, an amphitheater, a sports and entertainment zone, and medical clinics.

Modon is selling fully finished units with appliances — and introducing home heating systems for the first time on the North Coast, reflecting the shift toward making the area livable year-round. The units also feature larger-than-average apartment sizes to support permanent residency — a topic we’re exploring in depth in today’s issue.

Considering units are finished and come with appliances, Wadi Yemm prices have come in lower than we expected — but they don’t signal a shift in the market: The initial prices for the Ras El Hekma launch came in below market expectations, according to Ayman Sami, country head of real estate consultancy JLL Egypt. Still, he emphasized that this does not reflect a fundamental shift in pricing strategy on the North Coast, where prices remain high and are still anchored by long-term installment plans — typically stretching 7–8 years, with a few projects offering payment periods as long as 12–13 years.

At least one market watcher disagrees: Pricing landed within expected ranges — and while relatively very reasonable, remains broadly aligned with the top-tier bracket on the North Coast that includes projects like Silver Sands, Ramla, and Ogami, with unit-level differences factored in, according to Abdelrahman El Sayed, a real estate consultant and co-founder of Business Arena for Real Estate Asset Management.

Larger two-bedroom units are not necessarily a trend in the North Coast, with some developers opting to reduce room sizes in their latest offerings, El Sayed said, adding that the market already offers similarly sized townhouses or three-bedroom apartments.

Pricing continues to be driven by FX and rising input costs: This year’s property price increases have been primarily driven by exchange rate fluctuations, Sami said. However, he noted that price hikes have outpaced the EGP’s depreciation, suggesting additional inflationary pressures from rising raw material prices, construction costs, and supply chain-driven inflation.

ALSO ON THE COAST-

#1- Egypt and Qatar are in talks for a potential USD 4 bn investment in a new development in Alam El Roum area, some 50 km west of Ras El Hekma. Meanwhile, Emaar Misr inaugurated its newest hotel in Marassi — the Palace Beach Resort Marassi — with total investments of around EGP 9 bn. The new hotel features 87 rooms and suites, 31 luxury villas, a beachfront restaurant, spa, gym, pool, meeting room, and beauty salon.

#2- The past few weeks have also seen several developers unveil new projects or launch new phases of existing ones. These include the Sky North project by Sky AD Developments, Youd North Coast by Al Ahly Sabbour, and The C by IL Cazar. Meanwhile, Hyde Park launched a new waterside phase of its Sea Shore project, and Talaat Moustafa Group introduced La Cantine Beach Club & Restaurant within its SouthMED project.

#3- A number of real estate developers are now facing a 10% transfer fee on North Coast projects in cases where the landowner is not the developer, capped at EGP 1k per sqm The fees, which were announced last month, will be calculated based on current assessed land value, not the price at the time of purchase or contracting.

Real estate developers are pushing back: Head of the Egyptian Real Estate Council Ahmed Shalaby urged authorities to put in place a clear, practical framework that ensures smooth implementation without harming existing investments or destabilizing the sector. He stressed that any new rules should not be retroactively applied to already delivered projects.

The New Urban Communities Authority is also taking steps to reclaim land from non-compliant developers, starting with the North Coast. A three-month grace period is granted to developers to obtain the required construction licenses; otherwise, land risks will be withdrawn.

TAQA Arabia’s Pakinam Kafafi on building the Sahel of the future

Coffee With Pakinam Kafafi, CEO of TAQA Arabia: Since its inception in 2006, TAQA Arabia has grown into Egypt’s premier private-sector energy and utility provider, now serving more than 1.8 mn customers. Today, the company sits at the heart of the Sahel transformation, acting as a one stop shop for utilities for many of the North Coast’s prominent developers.

We sat down for breakfast and coffee on the coast with our friend Pakinam Kafafi to talk about what it will take to build the Sahel of the future — and how we should approach the next important phase of development on our coast.

Kafafi, a former investment banker who joined TAQA Arabia when it was established in 2006 and assumed her current position as CEO in 2013, is one of 18 Egyptian women named on the 2025 Forbes Middle East’s most powerful businesswomen’s list, and a leading player in Egypt’s energy sector. Here’s Paki, in her own words:

The past 3-4 years have been game-changers for Sahel in so many ways — and it was just the beginning. I believe that it is now the time to compete with Europe. It would be a shame not to, but we need to work fast and coordinate. We can’t continue to work in silos. The government, developers, infrastructure companies, utility companies and even customers have to work in tandem.

There’s no question, our side of the Mediterranean coast has the best sea and the best sand, but that is not enough. If we want to get serious about competing for international tourists, we need to start with a clear 10-year roadmap and agree on specific milestones in terms of infrastructure, healthcare, services and entertainment. The mindset and the intention is definitely there on all sides. We just need to sit at the same table and make sure we are all aligned. Once we do that, we will fly.

The roadmap starts with the government, but developers also need to coordinate with one another. The competition between the new developments should be viewed as competition for international tourists. For example, when it comes to developing marinas, developers need to keep in mind that the yachting crowd needs to be able to hop from one marina to another and find interesting entertainment and dining options. To keep things interesting, the marinas and developments should not be carbon copies of one another.

We need to make things a little easier for our international guests, present and future. Right now it is very difficult for foreigners to navigate Sahel unless they have someone local on the ground who can assist them with everything from transportation, to dining reservations, and access to the exclusive places that they see on Instagram. Developers like Emaar are now doing a good job at catering to GCC nationals, but we have to improve our overall ecosystem to make things easier for tourists.

You need smart sustainable utilities that include strong power, strong transmission and proper maintenance. The government has already undertaken a lot of expansions and upgrades for power transmission, but development is outpacing the expansion. Each developer needs to communicate their timelines, and we have to hold each other accountable. If one outpaces the other, we will definitely experience deficiencies. We also need to get serious about developing a culture of maintenance.

TAQA Arabia is ideally positioned to support current and future infrastructure development in Sahel through our energy and utility solutions. I think we are in a unique position because we work in all utilities, water, power, gas, and we are also present on the road. We have 165 stations that provide oil, gas and CNG and we now have 100 EV chargers.

In the past two years we have done really good work when it comes to water desalination in Sahel and now, we are getting into power generation as well. The infrastructure needs in Sahel are changing very quickly and we are definitely here to support it. In water desalination — RO, a water purification process that removes salts and other impurities to produce freshwater from seawater — we currently work with developers like La Vista, Mountain View, SODIC, and Tatweer Misr (the developers of Fouka Bay). For power generation, we have signed with Ora Developers’ Silver Sands project and we are in talks with many others. The potential is huge.

The Sahel season can’t remain just two months out of the year. It's all about economies of scale. We need to be running a minimum of seven months (April to October). Once that happens, we can extend even further from March to November. If we have the proper infrastructure which includes roads, utilities, healthcare, services, and entertainment, I believe that our coast can easily accommodate visitors 9-10 months out of the year.

Creating jobs for the local residents of Sahel will be key going forward. The model that we have right now, where we bring in workers from Cairo to work in Sahel for two months and then ship them back home won’t work going forward. We need to rely on local residents who live here year-round. We need to train them, involve them, and give them jobs. This will require creating high quality training centers which is what we did in Benban. The 32 developers of the Benban Solar Park in Aswan created a training center to train the local residents and now they are the ones who run the solar park. Proper training for hospitality and customer service for a resident population will make a huge difference.

If you’re looking to buy property in Sahel, there are three things you should consider. Lifestyle, choice of developer, and aftersales services. We are starting to see diverse product offerings in Sahel. We have the smaller compounds that are between 600-1k units, medium sized developments with 1k-3k units, and of course the game changer, Modon which is five times the size of Gouna. Identifying the lifestyle you want and the community that you want to live in is the starting point. Next you should choose a reliable developer with a good track record and aftersales service. If you are buying property purely as an investment, the smaller the better so you can flip it. But Egyptians generally don’t like “small.” We want five or six rooms to gather with family and friends. It’s an Egyptian cultural phenomenon and I love it.

Our beautiful coastline is our most valuable asset. I’m not an environmental expert but I believe that we shouldn’t fight mother nature. We used to laugh when people talked about global warming, we didn’t understand when the word “green” first became a thing but now, we are all witnessing 45-degree temperatures in Europe, so it’s definitely real. In general, I believe we should enjoy nature as is. Enjoy the rocky coastlines instead of trying to alter them and let the surfers embrace the waves instead of trying to control them. Leave everything as is. The environmental aspect definitely has to be taken into consideration when we create the roadmap.

We have 100 EV charging stations nationwide and we will triple that number over the next 12 months. In Sahel we have chargers inside Marassi and in our 3 stations along Alexandria-Marsa Matrouh coastal road. We will eventually have EV chargers in malls, parking garages, and roads because gas stations aren’t really the place for EV charges. We’re building all of this out based on demand.

At TAQA Arabia we approach everything we do with a client service mentality. We are the one stop shop for energy and utilities, and we are constantly looking at client needs. That includes providing our clients with finance options. Our residential clients want reliable, affordable utilities with payment plans that work for them. We already offer payment plans for CNG conversion which became a lot more expensive after devaluation. Having our own consumer finance platform is part of that equation.

My fun teenage years were spent in Agamy, but some of my best childhood memories were spent at the old Sidi Abdel Rahman Hotel (now Marassi). We used to rent the hotel’s simple sprawling villas that were directly on the sand and spent all day in the sea. I also have fond memories of Marsa Matrouh where we used to stay in hotels at Agiba and Cleopatra beaches. As an adult I started Sahel a bit late, in 2010 when my eldest daughter was just 3-weeks old.

When people say, “Sahel is too overwhelming,” I don’t agree because you can do Sahel your own way. I love waking up early and playing in the sand with my younger son. I make sure that my kids and I have lunch together several times a week, and we have our beach time at least on the weekends. I like breakfasts and brunches and others prefer late night parties. The beauty of Sahel is that there is something for everyone.

My favorite thing about Sahel is having the ability to meet friends that I don’t get to see regularly during the year. We’re all on vacation at the same time and we are in relatively close proximity to one another. I also love being able to get into the car from my office in Maadi and in three or three-and-a-half hours, I’m in a beautiful place where I get to spend three days every week and then go back to work on Sunday. Having that contrast gives me a boost. Some people complain about the commute, but I love it. Since I don’t drive myself, there’s a lot that I can get done in three hours: two Teams calls, or one and a half episodes on Netflix, or a good catch-up call with a friend — it’s perfect.

Does Sahel have the infrastructure it needs to transform?

The infrastructure Sahel needs: When we talk about infrastructure on the North Coast, there are two interlinked — but distinct — tracks. One is the infrastructure required to accommodate a growing tourism sector in the summer season. The other is what’s needed to turn Sahel into a place where people can live year-round.

It starts with the small things: From building materials to landscaping, the basics matter, says Ahmed Ehab, CEO of Madaar, the developer behind Azha Ras El Hekma. “We designed Azha North with larger unit sizes to accommodate permanent living. We used durable building materials that won’t saddle residents with steep annual maintenance costs, and opted for greenery that can grow year-round without guzzling water,” Ehab tells us. When Madaar acquired the land for Azha, the Ras El Hekma agreement with the UAE had yet to be signed — but, Ehab says, “it was clear even then that the state’s master plan was to make the area livable year-round.”

Global-standard airports are key to scale: A new international airport in Ras El Hekma is essential to unlocking the region’s full tourism potential. SODIC General Manager Ayman Amer points to the presence of four airports along the 400 km coastline — some under upgrade — as a major advantage for attracting foreign tourists and expats. Madinet Masr CEO Abdallah Sallam adds that airports power inbound tourism the way roads power trade. For IDG CEO Shady William, direct connectivity to European cities is non-negotiable: “Tourists won’t come if they need two connecting flights.”

City-scale infrastructure — not just resorts: The long-term vision for the North Coast — particularly in Alamein and Ras El Hekma — goes far beyond resorts and summer compounds. “This is a state project,” Sallam tells us, emphasizing that the goal is to build a complete, livable city with full-scale infrastructure and an international airport — a goal that requires significant government backing and cannot be left to individual developers. William — whose company is developing the e2 industrial complex in New Alamein — agrees, noting that industrial zones are central to the state’s vision for Alamein as a year-round city, signaling a move toward a more integrated and diversified urban fabric.

“Some 3.5k hotel rooms aren’t enough to call it a destination,” Madaar CEO Ehab tells us. The North Coast needs significant hotel capacity to absorb the expected rise in visitor numbers — which is why the state now requires every development to include a hospitality component. Madaar is gearing up to announce a global hotel operator that will enter Egypt for the first time to run the hotel and serviced units at its Azha Ras El Hekma project, Ehab said.

Roads to unlock the hinterland: While the government has made major investments in the coastal road and its extensions westward toward Libya, industry insiders say the network needs to be smarter and more integrated. “We need infrastructure that activates the hinterland — the vast area south of the coastal road,” William says, pointing to untapped value inland. The high-speed electric railway, he adds, is a game-changer: It would allow goods and labor to move efficiently, helping shift the North Coast from a seasonal destination to a functioning city.

What’s needed from the state is continued development of the road network — a process that’s already underway in some areas, Redcon Properties’ Tarek El Gammal tells us. Major developers are already equipped to provide electricity, water, and wastewater infrastructure themselves using advanced tech such as desalination and wastewater recycling, according to El Gammal.

The lack of quality hospitals remains a major barrier to year-round residency, Sallam says, adding that the idea of long-term residency for non-Egyptians won’t be feasible without the availability of high-quality medical services. We took a deep-dive into summer 2025 healthcare options on the coast in our last issue.

Desalination capacity to meet the fast-growing demand: The government is pushing ahead with its strategic desalination plan through 2050, which covers water needs across key service zones in the northwest coast. Among the projects in the pipeline:

Bagoush desalination plant, set to serve the Shams El Hekma area;
East Matrouh plant, which will cater to Marsa Matrouh;
New Alamein desalination plant, designed to meet the needs of the fast-growing New Alamein city.

Infrastructure is social, too: Schools are critical for year-round life: To attract families and expand the season beyond summer, the coast needs international schools and universities. Amer sees an opportunity to serve students from the GCC, Southern Europe, and Russia. William agrees: “If schools aren’t open, people won’t live here. It’s that simple.” Tatweer Misr President and CEO Ahmed Shalaby agrees, adding that investment in education services and universities are another lever — alongside factories and agricultural zones — to diversify the North Coast’s economic base and ensure the area remains active beyond the summer season.

Entertainment beyond the beach: Entertainment offerings are still limited. “We need parks, walkable zones, places for people to go at night,” says Sallam. Amer points to global hotspots like Ibiza or the South of France, where entertainment is a cornerstone.

Specialized offerings — from wellness to sports: The coast still lacks niche facilities that broaden its appeal. Amer highlights gaps like retirement communities for foreigners and wellness centers. Amer also sees strong potential in year-round sports infrastructure, noting that national teams could use the coast for off-season training.

A culture of upkeep and reinvestment: Older developments in Egypt often fall into disrepair due to limited maintenance. Sallam stresses the need for a mindset shift: “Globally, heritage adds value. Here, it often loses it.” Developers, he says, should consider revamping areas like Marina, where infrastructure already exists.

Government remains the enabler: The state’s role in laying the groundwork — roads, airports, rail — is fundamental. Amer suggests further government support could include allocating land for key services like hospitals. William adds that master plans already identify zones for industrial development in Alamein, Ras El Hekma, and Marsa Matrouh. Gargoub is also under consideration as a future export hub to ease pressure on Alexandria Port.

TAQA Power: a key player in Egypt’s energy landscape

TAQA Power, the dedicated power arm of TAQA Arabia, has emerged as a central player in Egypt’s evolving power sector. With operations spanning the full electricity generation and distribution value chain — from investment, development, construction to management, operation and maintenance, billing and collections — the company is helping shape the country’s energy future.

TAQA Power manages over 1.6 GW in contracted distribution capacity, serving a diverse client base that includes residential compounds, industrial zones, commercial hubs, agricultural operations, and tourism developments. Its portfolio includes major names such as Emaar Misr, Al Futtaim, Marakez, Ora Developers, and El Motawereen Industrial Parks in 6th of October and Sadat City. TAQA Power also supplies electricity to large-scale agricultural operations like Dina Farms and hospitality destinations across South Sinai and the Red Sea.

TAQA Power is expanding its footprint in renewables. The company currently delivers more than 110 MW of clean energy to clients across Egypt. One of its flagship projects is a solar PV plant in Sharm El Sheikh, which supplies green electricity to the entire city of Nabq, including its hotels and tourism infrastructure.

In line with Egypt’s push toward sustainable mobility, TAQA Power launched TAQA Volt, a subsidiary focused on electric vehicle (EV) charging stations. TAQA Volt now operates more than 100 EV charging stations nationwide.

As Egypt and the wider region transition toward cleaner, more resilient energy systems, TAQA Power is positioning itself as a long-term infrastructure partner, supporting economic growth, enabling industrial development, and contributing to a more sustainable energy mix.

The art of hype: How developers build the buzz around Sahel projects

From ribbon-cutting on designer beaches to A-list performers, real estate marketeers are all about experiential marketing and community-building. With first-phase deliveries that are in many cases still years away, developers aren’t letting their beaches stand idle: They’re hosting events on their shores to try and drum up interest and boost sales in an increasingly crowded market.

It’s not just beach parties and DJs, although there are still plenty of those. Traditional marketing is no longer cutting it, and developers are getting creative. The experiences on offer go beyond just entertainment and culinary happenings. SouthMed by TMG is positioning itself as an entrepreneurial hub with its recently-launched SouthMed Talks, a forum that hosts local, regional and global experts to discuss new trends and ideas. First on their lineup was former Google exec, author and podcaster Mo Gawdat, who explored what it means to be happy in the 21st century. The Med by People and Places hosted Awaken, an all-day wellness experience that included local and international wellness experts including Vishen Lakhiani, CEO of Mindvalley and Misr Italia Properties hosted the Sukun Cosmic Wellness Festival.

WHAT’S OUDATED?

Cold calls, text marketing campaigns, billboards, and real estate expos have perhaps been the most popular marketing tools — but they’ve run dry. “Such methods have been abused, and it has become impossible for developers to achieve brand differentiation by cutting through the clutter of the current real estate billboard jungle,” Nader Elhamy, founder and lead consultant at Toolbox Marketing Consulting, tells EnterpriseAM. For Elhamy, potential clients have become immune to these strategies, especially when they’re not accompanied by something deeper.

Large scale partnerships, immersive branded experiences, concerts, and concept beaches are among the effective, non-traditional approaches on the rise, according to Elhamy. “The age of wide-range cold calls and other “bombarding marketing strategies” is over — in its stead, strategies that are digital-first and data-driven.

The key? Understanding client personas and delivering tailored experiences that resonate with their lifestyle preferences — that, in his view, is pivotal, considering “ticket size in Sahel comes in EGP 10s of mns” at the minimum.

NOT THE BIGGEST EXPERIENCES, THE RIGHT ONES-

You can host an exclusive invite-only Beyoncé concert, and it still wouldn’t matter if that’s not who your future residents want to see. Any marketing strategy begins with proper segmentation and identification: “Who are we trying to reach? What does that segment want to see? How can we make that happen?” are among the first questions that need to be answered. It’s all about telling the right story, to the right audience. “Positioning the project not just as a property but as a lifestyle ecosystem is what consistently converts interest into bookings,” Elhamy notes.

This isn’t a new phenomenon. Katameya Heights built and operated its club house long before the project was delivered. “It represented Katameya’s community seed, and the entire project was built and sold catering to this core community,” Elhamy notes. Communities are built long before the very first unit is delivered, and successful developers have known this for quite some time. Almaza Bay’s early-bird exploration tour — complete with private jets and a lavish itinerary — some 10 years ago set the tone for what was to come, aligning “infrastructure with lifestyle aspirations,” he adds.

It’s not just what you sell, it’s how it’s sold. For Elhamy, Almaza Bay is a success story in more ways than one. It wasn’t just about the destination or its stunning beach, it was about curating a “compelling tenant mix” — which in this case, included Sachi, Pier88, White and Blue, a flagship Gourmet, and a slew of other high-end retailers, setting the “zeitgeist for beach living” and an all-around attractive community. That’s what sells, says Dina El Adly, a marketing consultant and founder of Atlantica Management.

Every category has its audience, and every audience has its needs. “You have those who already own units, first-time buyers, and people who are used to what the old Sahel had to offer,” El Adly says. Traditional tools seem to be effective for the latter two groups — but the big players have their eyes set on existing Sahel residents, and how they can one-up on the community front to draw them in.

“They’re not selling to the masses, it’s all about the community,” El Adly tells us. Trust and credibility are the pillars of their strategies, and the idea of getting residents in other communities to “upgrade” seems to be a major focus in most developer strategies. “Sahel is all about trends; every year, there’s the new trendy place to be or the new trendy thing to try,” she notes. Accordingly, developers are marketing partnerships first and foremost — often extravagant ones. El Adly believes that people care less about units and residences than they care about being somewhere that’s “not boring” — which increases resale value, and in turn proves fertile ground for investments.

“Buyers are now both investors and users — it’s not enough to have a nice beach and four walls. They need comfort that they’re securing their investment,” Mohamed Galal, chairman of TSM Mall Management, echoes.

“The smartest developers start with identity, not infrastructure,” Abdel-Azim Osman, co-founder and chief marketing and product officer at Nawy, tells us. “They ask: Who is this place for? Is it for young couples, multi-generational families, digital nomads? And they build everything — beach clubs, fitness concepts, F&B, retail curation — around that persona. Osman adds.” This is later followed by curated events or branded pop-ups, Osman notes. “This helps people feel like they’re part of something bigger from day one.”

AFFECTIVE MARKETING COMES INTO PLAY-

“Most purchases in Sahel are made completely based on emotions,” El Adly notes. “You're thinking of a project that you can bring your friends to. You're thinking of a project that will make you somehow look good in the community. It's like, I own there. This is the cool place. I'm one of the cool people. This is all emotions,” she elaborates.

There’s a stark difference between marketing for communities in Cairo and Sahel — and the proof is in the one bed, one bath pudding. When faced with a spacious beachfront villa in what’s now being called “El Sahel el Tayeb” — the early residential villages and gated communities — and say, a 100 sqm apartment in one of the higher-end developments, Sahel-goers are likely to opt for the latter, according to El Adly, who has been privy to many such transactions.

“The segment that’s fine squeezing an entire family into a smaller unit would never do so in Cairo, but because it’s Sahel, they’re fine with it.” Why? It’s simple — a sense of belonging. “This isn’t a need, it’s a want,” El Adly adds. This explains the marketing shift towards emotions, desires, and communities. Luxury housing is no longer the selling point, but rather what said housing gives access to. Developers know this all too well, and it’s been guiding the way they’ve been curating brand images.

IS THERE ROOM FOR CREATIVITY?

While most developers have indeed been bringing their marketing A-game, it remains a game of imitation. “Many seem to aim for replicating Hacienda’s and now Almaza’s success stories, while overlooking alternative offerings, which the market certainly needs,” Elhamy notes. He further explains that while bringing in the big names, big clubs, and big acts has been successful thus far, it puts into question the needs of other segments — who may still be craving what the Sahel of old offered, albeit with a facelift.

“There’s a large segment of buyers who want to spend their summers in a chill resort with less buzz,” Elhamy says, noting a market gap that remains largely unfulfilled.

There are, however, a handful of developments that cater to a zen-seeking clientele. Consider Ramla, Sidi Heneish Village , and Marsa Baghoush, among others. They're just not heavily advertised by design and they pride themselves on being selective with their sales.

What’s overlooked? Community-led content, Osman believes. “Honest reviews go much further than polished campaigns,” he notes, further explaining that campaigns that highlight authentic experiences instantly build credibility.

Another open window? Off-season campaigns. Osman notes a surge in consideration and planning during non “Sahel season” months — especially for foreign buyers and expats who tend to plan their summers in advance.

Go digital, be transparent. Osman notes that digital utility tools — such as Nawy’s own interactive maps and other financial solutions — appear to be overlooked by most developers. “Buyers are overwhelmed by scattered information, unclear comparisons, and rigid payment options,” he adds, noting that digital tools and platforms that simplify the journey for clients go a long way to make sure their investment truly serves them — both financially and in terms of lifestyle fronts.

Design, dining, and a different kind of Sahel

Ramla by MARAKEZ is carving out its own identity on Egypt’s North Coast, offering a slower, more intentional take on the Sahel summer.

The season kicked off with When We Eat’s first chefs takeover, where guests swapped formality for barefoot dining and shared Mediterranean-inspired meals in a setting designed for real connection, complete with live music and a laid-back atmosphere.

Also drawing attention is the newly launched Azza Fahmy Ramla Beach Clubhouse. Inspired by Alexandria’s golden age, the space blends heritage and design with nods to coastal nostalgia. Think colorful fishing boats, classic beach snacks like termes and gandofli, and signature Azza Fahmy craftsmanship woven into every detail.

Rather than racing to keep up with the Sahel scene, Ramla is setting its own pace, curating experiences that blend culture, cuisine, and community. From heritage-driven design to intimate beachside gatherings, Ramla is offering a reimagined vision of summer on the Mediterranean.

Your guide to family fun in Sahel

Sahel season is indeed the time to get caught up on everything new and exciting — from the latest food trucks and fashion trends to the biggest concerts. But Sahel season is also a time to wind down, sit back, and cherish your loved ones. Up North, there’s no shortage of family fun — whether that manifests itself in the form of an adrenaline-fueled park ride or a game of air hockey. Want to spend some time outside with your family in Sahel and not sure where to go? We’ve got you covered.

ENTERTAINMENT-

#1- Aquapark: The first and largest waterpark in the North Coast, Marassi Water World is packed with rides, pools, and other splashin’ attractions. It’s clean, safe and fun for both kids and adults.

PRICE RANGE: The general tickets for adults stand at EGP 1.3k, while tickets for children stand at EGP 1k. Meanwhile, summer night tickets — to access the waterpark at night — stand at EGP 804 for adults and EGP 657 for children.

IMPORTANT: Children must be under 120 cm in height to be eligible for the childrens’ tickets.

FINDING IT: The waterpark is located in Marassi, next to Gate 4. You can book your spot through their website.

#2- Go Karting: Autovroom has made its way up north, setting up shop in Marassi with a brand-new go-karting track. Perfect for speed enthusiasts and competitive spirits, the experience is suitable for both children and adults.

IMPORTANT: The minimum age is 14 to drive, and height must exceed 150 cm.

PRICE RANGE:Prices for a single kart stand at EGP 1k per person, while a double kart stands at 1.1k. Rates are reduced by 35% in the North Coast branch from 6pm to 9pm, with special offers for groups.

FINDING IT: You can find Autovroom in The Hub in Marassi. Bookings are made through their DMs, or on site when you arrive.

#3- Arcade: Cairo-based Ground Control Arcade also made its way to Sahel with a new branch packed with bowling alleys and gaming experiences fit for kids and parents alike.

PRICE RANGE:The price for a card is EGP 50, and you can charge it up to EGP 2k.

IMPORTANT: The arcade is exclusive to Marassi owners.

FINDING IT: You can find the arcade at The Hub in Marassi and book your tickets on-site.

CAMPS-

#1- Les Elfes: Swiss-based camp organizer Les Elfes has made its way to Egypt. Typically known for its winter ski camps, this time Les Elfes is transitioning into summer, offering five sessions of day camps packed with sports and activities for kids, with the last sessions starting on 10 August.

PRICE RANGE: Early bird prices for the five-day program are EGP 22.7k per camper.

IMPORTANT: Ages for campers are capped at 14.

FINDING IT: You can find Les Elfes in Almaza Bay. You can register through this form.

#2- Surf camp: Surf Camp Egypt provides multiple session surfing courses for both adults and children, catering to different levels, depending on your skills and requirements.

PRICE RANGE:Four one-hour sessions for the beginner surf course will set you back EGP 8k. Practice sessions cost EGP 900 for adults and EGP 1k for children per hour.

IMPORTANT: Practice sessions are only offered to those that have completed the beginner’s course with Surf Camp Egypt.

FINDING IT: You can find Surf Camp Egypt in Hacienda Red and D Bay North Coast until September. You can book your spot through their social media DMs.

#3- WellSpring North Coast: Campground WellSpring offers summer activities including day camps for children and family events in several locations across the coast. Activities include arts and crafts, cooking, sports, game competitions, tournaments, and more.

PRICE RANGE:Weekly family events start at EGP 1.2k for the family, while day camps range between EGP 4.5k-4.8k per camper, depending on the location.

IMPORTANT: WellSpring may offer some of their camps exclusively to compound residents, depending on the location.

FINDING IT: You can find WellSpring’s day camps and family events in Stella Sidi Abdelrahman’s beach club house and in Playa. Their Marassi location at The Sphere offers morning day camps and evening walk-in experiences. You can DM WellSpring’s Instagram to register.

FAMILY-FRIENDLY HANGOUTS-

While some of the activities above soak up a good amount of energy in the sun and water, an evening of relaxation and good food with family would perfectly end the day. Here’s where to dine, walk around and shop:

Marassi Marina for upscale dining and luxury-shopping. If you’re looking for a new designer outfit or a gift that will impress, this is the place to go.
The Hub in Marassi boasts food stands, local clothing stores, and colorful exteriors — in addition to fun family activities.
Northed by Zahra includes a wide variety of local food outlets.
Lake Yard in Hacienda Bay boasts a slew of food outlets and clothing stores.
North Lanes offers a series of drive-through experiences.
Diplo 3’s commercial platform includes cool,local brand beachwear as well as home and beach accessories , fast food favorites and the largest variety of sweets and ice creams in Sahel.
The Village at Almaza Bay for luxury shopping and dining including favorites like Ratios, Gourmet and The Tap North.

SPORTS

Not sure where to work out when you’re in Sahel? Check out our guide for all the sports activities offered throughout the coast — including general fitness, yoga and Pilates, padel, spinning, and more for the entire family.

How to plan a Sahel getaway with your furry friend

Road-tripping to the beat of your puppy’s barks. It’s the weekend, you’re packing up to head up north, and you’ve got all your affairs in check — then you realize you might just be forgetting something important. One look at your furry companion, and it hits. Should you bring Scooby (or Garfield) along to the beach? Or would they be better off left at home with loved ones?

Here's the thing — it’s not entirely up to you. When it comes to traveling with your pets, lots of factors come into play. If the stars align and your pet ends up in your passenger seat, here’s everything you need to know before heading out — and when you’re there.

FIRST THINGS FIRST-

Whether or not you should travel with your pet depends on many factors. Most cats are easily stressed out, and are territorial by nature — meaning once they get used to a place, they tend to want to stick with what they know. Cats however have great memories, so if you’ve taken them to your summer home before they will most likely remember it, even if it’s been a couple of years, they will quickly adapt once they get over the road trip.

Dogs are a different story. As a general rule, dogs are less attached to places and more so to their owners. Where you go, they’ll likely want to follow. However, in some cases, it might not be such a good idea to have them tag along. Age and health are factors to consider, as well as past behavioral patterns that may indicate reluctance to relocate — such as consistent heightened anxiety during car rides.

When in doubt, consult with your local veterinarian. If your pet is not used to traveling, you might want to call up your veterinarian and get their two cents. They’ll also be able to provide you with much needed advice concerning your pet in particular, as they’ll likely be familiar with their behavioral patterns.

Here’s how you should prep your furry friend:

#1- Make a quick trip to the vet for a pre-travel check-up, ensure your pet is up to date on all vaccinations, meds, and grooming needs.

#2- Get them ready for the crate if that’s how they’ll be spending their time on the road. For this, you might want to make sure it's placed within eyesight for a few days prior to your scheduled trip, and get them accustomed to spending time inside — treats will be your best friend.

If you have to leave them behind, here’s what to do:

#1- When it comes to cats, it’s best to leave them at home. Make sure you’re stocked up on food and water, and have a trusted friend or family member pass by once a day to make sure nothing is awry. Cats are largely independent, and will do just fine under most circumstances when left alone — however, they should not be left unsupervised for over 24 hours.

#2- Doggy care. Cairo has no shortage of doggy daycare centers and dog boarding hotels. If you’re unable to leave them with a trusted friend or family member, you should consider reaching out to Mazen’s Resort in Obour, Eastwind in New Cairo and 6 October, or The Dog Father in Sakkara.

WHAT TO PACK FOR YOUR FURRY FRIEND-

Make sure you’ve packed everything your furry friend might need, including — and especially — their favorite toys. You should always have a back-up plan; whether that manifests itself in the form of an extra leash, flea and tick meds, or grooming supplies. Pet supplies aren’t all too rare up north, but your best course of action is to make sure you don’t need to panic over last-minute supplies when you’re there.

** IMPORTANT NOTE- Always travel with your pet’s vaccination passport and — for dogs — licenses.

PET-FRIENDLY COASTAL DESTINATIONS-

Once you reach your destination and get your furry friend(s) settled in, make note of which beaches will welcome them with open arms. While most private beaches across the North Coast are dog-friendly, not all of them are. When in doubt, a quick phone call will save you lots of trouble.

Pet-friendly beaches include Hacienda Red, Seashell, Telal, Marassi North Beach, La Vista Cascada, Fouka Bay, Sidi Heneish Village, and Solare Beach Ras Al Hekma.

DOGGY DANGERS LIE AHEAD-

Beaches are fun, but they’re also dangerous — especially for your pet. From heatstrokes to sand ingestion, here are things to keep an eye out for.

#1- Monitor your pet, always. While you’ll likely want to let your dog roam free, it’s recommended that you always keep them on a leash and in your field of vision. Salt water and sand ingestion can cause serious physical damage, leading to vomiting, abdominal pain, and lethargy. Large amounts of salt water can also lead to poisoning and may be fatal. Always make sure you have a supply of fresh drinking water at the beach, and make sure to properly bathe your dog after a swim to avoid salt water ingestion while self-grooming.

#2- Your dog doesn’t need a tan, keep them out of the sun. Just like humans, dogs are prone to heatstrokes. It’s recommended that you keep your dog away from the sun during peak hours, provide a cover or mat of some sort for them to lay on at the beach, and restrict their sun exposure to 10-15 minute intervals. Most importantly — make sure they get their fair share of rest.

STOCKING UP-

If your trip runs for longer than expected and you happen to run out of supplies, don’t fret. Most supermarkets across the North Coast — such as Bassem Market, Gomla Market, Carrefour, Gourmet and more — will have ample supply of pet food, litter, and — on occasion — crates, bowls, and toys.

Can’t find a brand that caters to your puppy’s discerning palate? You can download the Pawsket app from the App Store or the Google Play store. This dedicated e-commerce platform delivers all sorts of pet supplies across the North Coast and right to your doorstep, and boasts an expansive catalogue of different brands across different categories.

LAST-MINUTE EMERGENCIES-

While we’re not manifesting any last-minute emergencies here, you should definitely keep a mental note on where to go if accidents happen that extend beyond your scope as your pet’s caretaker.

#1- British Animal Hospital: Located in Agora Mall in front of Marassi 1, the British Animal Hospital is fully equipped to handle all sorts of medical emergencies, and offers its services 24/7 with mobile vet units that cover the area from Marina to Sidi Heneish.

HOW TO REACH THEM: You can contact the British Animal Hospital through their social media accounts, or by calling 010 9720 3773.

#2- Pet Society Veterinary Clinic: Located in Stella Walk, the Pet Society clinic offers all sorts of medical services, including vaccinations, lab tests, x-rays, and surgeries. The clinic also offers emergency transport services, and is open 24/7.

HOW TO REACH THEM: You can contact the clinic by calling 010 2434 3862.

#3- Happy Pets: With two branches on the North Coast at Marina’s Siesta Hotel and Hacienda Red’s Dunes Mall, Happy Pets provides all sorts of veterinary services as well as grooming and pet supplies. They also make house calls.

HOW TO REACH THEM: You can reach out to Happy Pets through their hotline 15891.

Online resources may come in handy: Sometimes you might be overassessing a situation, and vice versa. When in doubt, check out PetMD, one of the largest vet-reviewed databases on animal health, pet care, and emergency resources.

What Sahel nightlife has to offer this August

AUGUST

DJ and producer Peggy Gou hits the Sahel sands once again. The South Korean DJ brings her signature blend of house, techno and Korean fusions to the North Coast for an unforgettable night under the stars at D-Bay tomorrow. You can grab your tickets through Ticket Egypt.

Start your weekend off with a greatest-hits kind of night starring Assala. The Syrian star will be performing at U Arena as part of the New Alamein festival tomorrow. Get your tickets now at Tazkarti.

Hamza Namira and Hisham Kharma join forces at North Coast’s Tiatro Romano. The two stars will bring the melodies tomorrow. Don’t miss out on the experience and grab your tickets through Ticketsmarché.

Tamer Hosny is heading to Kiki’s. On Friday, 8 August, the Egyptian megastar will be performing his signature hits up north at Kiki’s Hacienda White, joined by Egyptian selector George Gehad. Tickets can be purchased through Kiki’s website.

Sahel fun is still going strong at Porto Golf Alamein City with powerhouse performances from Hamid El-Shaeri, Masar Egbari, and Sharmoofers on Friday, 8 August. Still got some fuel in your tank? Make sure to get your tickets at Ticketsmarché.

Hussein Al Jassmi, Disco Misr, and Ahmed Saad will be performing back to back at Seashore by Hyde Park on Friday, 8 August. If you just so happen to be enjoying the weather on the North Coast next weekend, we’d suggest heading on over to Ticketsmarché to secure your spot for a concert you likely won’t be forgetting any time soon.

Get caffeinated and grab your polaroid camera, because on Friday 8 August, &ME — one fifth of Keinemusik — will be bringing the beats all through the night until sunrise at North Coast’s Sol Beach. Promising to have you dancing till the sun’s up, the German EDM DJ and producer will be going solo this time around. Tickets can be purchased through Ticketsmarché.

Dream a little dream at Ras El Hekma’s ESCĀ Beach Club on Friday, 8 August, as Brooklyn-hailing party series All Day I Dream lands in Sahel. If there’s anything these folks know how to do, it’s how to party in broad daylight by the beach. British DJ Lee Burridge, German EDM artist Nils Hoffman, Belgian DJ Lost Desert, and Russian producer Amonita will be whipping up their signature beats — so you best believe it’s going to be a wild day. You can grab your tickets from Ticketsmarché.

This summer, New Alamein city is playing host to two landmark art events. The second edition of contemporary exhibitionArt Space is taking place until Tuesday, 30 September, as Sahel season comes to a close. Throughout its duration, the exhibition will feature a slew of visual art installations, interactive workshops, and multidisciplinary exhibitions, including the Egypt Sculpture Symposium.

On Saturday, 9 August, Kuwaiti megastar Nabeel Shuail will be paying the Address Beach Resort a visit as part of the Layali Marassi festival. In his first concert in Egypt in 16 years, Shuail will be joined by maestro Medhat Khamis and Shaabi megastar Mahmoud El Leithy. Tickets can be purchased through Ticketsmarché.

On Thursday, 14 August, Italian DJ duo Mathame will be bringing the beat to ESCĀ Beach Club. Ready to party through the night? Head to Ticketsmarché to secure your spot.

Marwan Pablo and Lege-cy are bringing a rap night to New Alamein on Friday, 15 August. The two artists will perform at U Arena as part of the New Alamein Festival. Tickets can be purchased through Tazkarti.

What do Amal Maher and Ahmed Saad have in common? On Saturday, 16 August, they will share the stage at the Address Beach Resort. You can secure your spot by visiting Ticketsmarché.

ESCĀ Beach Club is about to serve up a slice of European summers on Friday, 22 August in Ras El Hekma. Italian DJ duo Fideles will be doubling down on energy — electrifying all those in attendance with their signature techno beats. Joining them is Berlin-based Russian DJ Yulia Niko — and in case that wasn’t enough, Egyptian DJs Ashmawy and Mohasseb will be playing back to back. You can secure your spot through Ticketsmarché.

Ready for a Bedouin night in Sahel? Well, it’s not exactly what you think it is — it’s even better. On Friday, 22 August, Brooklyn-hailing self-proclaimed nomadic DJ duos Bedouin will be bringing the sonic sandstorm to North Coast’s D-Bay. Think deep house with Middle Eastern influences…and a lot more. Tickets are available on Ticket Egypt.

Solomun is ending the Sahel season with one heck of a bang. On Friday, 29 August, the Bosnian-German DJ will be headlining the season’s closing party at D-Bay. A global deep house and techno icon, Solomun is going to make sure Sahel 2025 will be a tough act to follow. You can get your tickets from Ticket Egypt.

Nancy Ajram and Hamaki are hitting the stage on Saturday, 30 August at the Address Beach Resort. The duo will be performing back to back as part of the Layali Marassi festival. Tickets can be purchased through Ticketsmarché.

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