Good morning, friends, and welcome to the second installment of our special series EnterpriseAM: Destination Sahel, where the season has officially kicked-off. There was a noticeable difference in traffic on the weekend as cars started to line up at the entrances of Hacineda White and Marassi, Gourmet began running out of staples, and daytime temperatures leapt upward, although it’s still refreshingly cool in the evenings. (Spain and Greece, please don’t give us the evil eye).
The chatter last weekend was all about three things: the soaring price of ice (a 3kg bag of cubes is going for EGP 117-130), our disappearing sand (beach erosion is real and many compounds are panicking about their rapidly shrinking coastlines and looking for ways to combat climate change by building very expensive wave breakers), and fires.
Yes, fires. Not just the Ramses Central fire that knocked out the internet, but one that erupted at an elaborate party venue on the beach at Waterway North Coast on Saturday. The incident happened the day after thousands of people flocked to the venue for a party that featured international DJs (an every weekend occurrence now in Sahel). There were no injuries reported and investigators are still probing the cause.
The fire sent parental worrying (and the rumor mill) into overdrive: What if it had happened the day of the event? Who’s responsible? How can we keep these things from happening?
And so it is official: The start of Sahel season. We hope that you and your families stay safe, cool, hydrated and healthy.
IN TODAY’S ISSUE- We sat down with our friend Dasha Badrawi, the executive vice chairman of Marakez, for a special episode of our Making It podcast. We have a rundown of healthcare options and fitness facilities on the Coast, an overview of the F&B market in Sahel and much more.
THE ARABS ARE COMING, THE ARABS ARE COMING…
The coast is seeing one of its busiest summer seasons on record, with hotel occupancy hitting 100% across popular destinations from Alamein to Sidi Abdel Rahman, Mohamed Fathy, head of the Recreational Tourism Committee at the Restaurant and Establishment Chamber, told us.
Arab tourists now account for 60-70% of hotel guests on the North Coast, with the balance made up mostly of Egyptians. “It’s hard to find a booking anywhere in Sahel this summer — entertainment venues, concerts, and big-name performers have driven up demand, especially among Gulf nationals,” Fathy said.
The influx is driving up prices across the board: Service prices are expected to continue rising in the second half of July and peak in August when Gulf tourism peaks. Arab tourists now spend an average of USD 500-600 per day on dining and entertainment, with hotel stays averaging USD 800 per night — and rising to as much as USD 1.2k on high-demand nights.
Still, the lack of hotel rooms remains a drag, Fathy says, pushing many Gulf visitors to opt for rentals instead, where spending is often lower. That could soon change: At least seven new hotels are in the pipeline across the coast. (A point that Dasha Badrawi comes back to in our Making It interview.)
Meanwhile, a government proposal to allow foreigners in Sahel to pay in USD — similar to Red Sea resorts — is under review, a government source confirmed. For now, all prices are listed in EGP, though 90% of Arab visitors pay by card in foreign currencies, creating a natural inflow of FX.
Go West — this is our destiny (with apologies to the Village People): The boom this season is also pulling global brands and service providers further west, with more activity shifting from Marina to developments beyond Sidi Abdel Rahman. “This is the first year we’ve seen major events outside of the usual hotspots — a sign of how both supply and demand are growing in tandem,” Fathy said.
MEANWHILE- Egypt is still waiting to hear from Modon on the first launch of its Ras El Hekma megaproject. Speculation is mounting on social media about the size and pricing of the first phase, as observers await the Emirati company’s first comments on what it’s planning to do with what many in the industry could become the premier destination in the western Mediterranean.
For Dasha Badrawi and his team at Marakez, the North Coast is rooted in the memories of childhood summers in Agami and Montaza — the endless beach days and the simple roaming from cabin to sea. In a special Destination Sahel episode of Making It (our podcast on how regional leaders are building great businesses) Dasha is telling us how those memories are helping shape Ramla, Marakez’s flagship coastal project in Ras El Hekma.
Dasha is a longtime friend of EnterpriseAM and a big part of our origin story, so it was a treat for Patrick, our editor-in-chief, to have him on the show. They unpack how Marakez quietly became one of Egypt’s most influential developers — and Dasha’s journey from corporate law in London to building District 5, one of the hottest mixed-use destinations in the country.
Dasha’s secret? It’s been all about surrounding himself with the right people — and taking big bets on long-term value.
Dasha also shares what he sees driving buyer behavior in 2025, why Egypt’s real estate model keeps defying gravity, and how recurring revenue, walkable communities, and local authenticity will define the next chapter of the industry.
Arab tourists are already flocking to the North Coast, and developers are eyeing the other side of the Mediterranean as the competition. Rising interest in Ras El Hekma is pushing developers to think of a broader vision, one that positions the North Coast as a global destination on par with the tourist hotspots lining the Mediterranean. We spoke with top real estate and tourism players and analysts about Sahel’s future, including who the target audience is and what it will take to get there.
BACKGROUND- Marassi paved the way as Emaar became the first to turn its flagship Sahel development into a summer hotspot for Arab tourists with an offering that includes offering luxury hotels, high-end shopping, and entertainment experiences tailored to Gulf preferences. The government, too, has been actively pushing Arab tourism to New Alamein each summer.
Developers see international sales are already shifting from single- to double-digit percentages of total demand. That demand should continue to grow provided infrastructure matures.
Sell the destination, not the units: Ras El Hekma should be marketed as a full-fledged city, not a summer resort, Redcon Properties Chairman Tarek El Gammal tells us. “We’re not selling chalets on the sea — we’re selling a city.” Ora Developers CEO Haitham Mohamed agrees: “Promoting the North Coast as a global destination begins with reimagining what the coast can represent. It’s not about real estate alone, it’s about creating an identity… Successful global destinations create emotional connections, offer distinct experiences anchored in culture, design, and belonging, not just buildings on a beachfront.”
Who buys matters more than how much they pay. Modon’s Ras El Hekma is being designed as a permanent home — not a holiday escape — which will influence pricing strategies and set it apart from other North Coast developments, El Gammal says.
Build the global brand: The North Coast needs to be globally marketed as a distinct, year-round destination, Madaar CEO Ahmed Ehab agrees. M squared CEO Karim Malash echoed the point, adding that stronger branding efforts beyond summer-only perception must be backed by improved airport and road accessibility, all-season activities, and promo campaigns tailored specifically to multiple markets — how you market to GCC nationals isn’t the same as how you’ll entice Europeans or foreign residents of, say, the UAE.
Charter flights are already making a difference: Inbound tourism has grown over the past two seasons thanks to increased charter flights to Alamein Airport, Jaz Hotel Group CEO Alaa Akel tells us. The upcoming Ras El Hekma Airport could double those figures. More airlift will be key to unlocking demand from Eastern Europe and Mediterranean markets, he adds.
Entertainment is king. Global-standard attractions — from cinemas and conferences to water sports — are already baked into the masterplan for Ras El Hekma, Akel said. Developers have the funding in place, which could bring the city to life in just three years. SODIC General Manager Ayman Amer agrees: The North Coast needs a strong entertainment offering to compete with European hotspots — which is why SODIC is bringing international brands including Nobu to its projects in Ras El Hekma.
Marakez is banking on the appeal of homegrown brands with global chops. It’s bringing Siwa’s international eco lodge Adrère Amellal to Ramla in Ras El Hekma, Executive Vice Chairman Dasha Badrawi tells us. Marakez is also teaming up with renowned jewelry designer Azza Fahmy to launch the Azza Fahmy Beach Clubhouse at Ramla, with the aim of providing an unmatched experience to both local and international visitors.
Arab tourists still come first. Gulf travelers spend more than do Europeans — and they’re already buying, investing, and feeling at home in Sahel, Madinet Masr CEO Abdallah Sallam explains. “Look at cities like Paris and London — Gulf tourism keeps them booming.” Developers should focus first on Gulf and European markets before setting sights on Asia or the US, sallam adds. For Gulf investors, Ras El Hekma could offer returns that outpace Dubai or London, Tatweer Misr CEO Ahmed Shalaby tells us, adding that the city could even rival Riyadh in attracting capital.
Build what Bodrum doesn’t have. If the infrastructure and year-round services fall into place, the North Coast could lure tourists from destinations like Turkey’s Bodrum — which largely shuts down in winter — Sallam suggests.
THIS IS SMART- “Why not host global expos here instead of freezing in Munich come January?” asks SODIC’s Amer. Akel agrees: There’s real potential to activate conference and exhibition tourism outside of the summer window.
Sports could be the next big draw. Sporting events could sustain the coast well past summer, several developers tell us. SODIC’s Amer sees potential in training camps and winter tournaments — keeping hotels and restaurants busy year-round.
Think business hubs and retirement havens. Modon’s Ras El Hekma is also envisioned as a business and services center, El Gammal says. As a free-service zone, it could house corporate HQs and accommodate foreign professionals. Shalaby and Ehab both believe that expanding healthcare and medical tourism offerings could help attract European retirees, and maybe even convince them to settle down for good.
WHAT WE CAN LEARN FROM GLOBAL MISFIRES?
Can Ras El Hekma succeed where others have stumbled?Aya Ghanem, head of strategic consulting for Africa at JLL, points to high-profile international projects that failed to draw the foreign buyers they were designed to attract.
Spain shows that supply doesn’t create demand: In Spain, multiple cities and coastal developments were designed with international buyers in mind — particularly from the UK and Germany. While these projects initially sold well, many later became seasonal ghost towns due to the lack of an integrated community and services. Ghanem noted that simply selling units isn’t enough if the development can’t attract permanent residents and long-term users.
Greece — a vision without execution: Greece similarly launched large tourism-focused developments targeting cost-conscious European buyers seeking sun-soaked destinations. But they lacked meaningful ties to the local economy and failed to offer legislative or procedural incentives including long-term residency and tax breaks. “They looked good on paper,” Ghanem says, “but had weak occupancy and underperformed on sales.”
Turkey — Strong marketing, weak stability: Turkey attracted large numbers of Arab and foreign investors over the past decade thanks to aggressive marketing and flexible ownership policies. Still, political and economic instability hit the real estate market hard. Turkey underscores a key lesson: foreign demand is skittish and reacts quickly to changes in the business environment — no matter how attractive the offerings, Ghanem explains.
Dubai’s edge: a full ecosystem: Dubai, by contrast, stands out as a relative success story — it combines developed infrastructure, clear legislation, flexible residency and ownership policies, and a stable economic backdrop. “Dubai’s success isn’t about the buildings,” Ghanem tells us. “It’s about the ecosystem of operations, services, and governance.”
Avoid these five pitfalls: Based on those case studies, Ghanem outlines five key risks Egypt should avoid as it develops the new Sahel:
Focusing solely on seasonal residential sales without a sustainable operations model;
Failing to define the city’s identity — is it a resort, business hub, education destination, or something else?
Delaying rollout of core services like schools, hospitals, and commercial activity;
Lacking clear, transparent foreign ownership policies and procedures;
Targeting the wrong buyer segments or relying on cliché marketing;
So what would make Ras El Hekma stand out? Ras El Hekma will succeed, according to Ghanem, if it moves beyond seasonal tourism to adopt a fully integrated urban identity. That includes a day-one operations and services strategy, competitive incentives for foreign buyers such as full ownership, long-term residency, tax exemptions, and meaningful links to the broader economy — including education, healthcare, and service sectors. “This can’t just be another real estate project,” she said. “It’s a test of whether Egypt can launch a global-standard coastal city with real operational depth.”
The bottom line: Proximity to the sea and a good location won’t cut it on their own. Lasting success, Ghanem notes, requires a well-planned urban and economic vision, attractive services, and ownership policies tailored smartly to international markets.
What happens when you need medical attention Sahel? You’ve finally settled into vacation mode on the beach when your kid develops a high fever, you sprain your ankle playing racket, or your partner comes down with really nasty food poisoning. A few years ago, any one of these common scenarios would have probably warranted a drive back to Cairo — or, at the very least, frantic phone calls to friends who know someone (who in turn knows someone) who knows a good doctor who happens to be vacationing nearby…
You can now get good medical care in Sahel: What used to be a healthcare no man’s land without clinics, hospitals, or qualified doctors has transformed into a destination where patients have access to some of the country’s top medical professionals — who are indeed vacationing nearby — and also holding regular office hours at private clinics. During the months of July and August, you can find everything from well-staffed polyclinics, to diagnostic labs, dental clinics, optometrists, and physiotherapists — to say nothing of and aestheticians who can give you a botox and filler touch-up just minutes away from the beach.
It's definitely progress but every year we still hear about fatal accidents, heart attacks and other life threatening medical emergencies that couldn’t be dealt with in a timely manner because the infrastructure is not quite there yet.
Providing high-quality healthcare services in Sahel has been and continues to be challenging: “Private sector providers were typically hesitant to invest in the North Coast, which is understandable given the high overheads and the short season,” says Dr. Amr Hassan, a professor of cardiology and CEO of Oasis Clinics, the network of multidisciplinary specialized clinics with locations in Sheikh Zayed, New Cairo, and Diplo. “We were the first to introduce the model of a multidisciplinary clinic staffed by top specialists and consultants to the North Coast back in 2010. But launching it wasn’t easy: In addition to covering salaries, we also pay housing, transportation and expenses for our doctors and staff. Although it’s a long-term investment, we saw early-on the importance of supporting the healthcare needs of our patients on the North Coast. Once you have the basic infrastructure and systems set up, you can build on that and gradually expand your service offering.”
The stakes — and operating expenses — are even higher for hospitals. Safa Hospitals, another Sahel healthcare pioneer, opened their first small clinic and ambulance service in Ghazala more than a decade ago. In 2020 — the summer of covid-19 — the group expanded, offering CT scans and much-needed lab testing through Alfa Labs and Alfa Scan.
2020 was an inflection point when it came to the availability of clinics, doctors and diagnostics in Sahel. “But the ability to accommodate medical emergencies was still lacking and unfortunately lives were lost,” says Dr. Adel Talaat, chairman and CEO of Alfa Medical Group and Safa Hospitals. “We wanted to establish a facility that could at least stabilize severe cases before they are moved to Cairo or Alexandria. In 2022, we launched Safa Medi Hub, a smaller version of Safa Hospital with an emergency room and an intensive-care unit on the Alexandria-Matrouh highway opposite Seashell Compound. We now also have a North Coast ambulance service, with eight fully-equipped and fully-staffed ambulances. This was crucial because many of the ambulances that you see stationed near the entrances of compounds have neither the staff nor the equipment to really make much difference.”
“It’s difficult to just break even when we are talking about only two months of operation per year,” says Talaat. “But the summertime residents of Sahel are my patients and target market. Being in Sahel, through our two companies Alfa and Safa Hospitals, is one part marketing and two parts social responsibility, adds Talaat.
“I believe that healthcare in Sahel has gradually gone from zero to about 80 percent in the past 10-15 years. There are still gaps with things like extensive trauma management and coverage in the western end of Sahel,” says Dr. Khaled El Hoshy, a professor of dermatology, who runs a private clinic at El Corte in Hacienda White. “Right now, there may not be a large enough incentive for the private sector to invest in large hospitals, but that will be addressed as the season gets longer and we become more serious about ensuring proper services. In the meantime, it’s very important for everyone to work together to build a network of qualified doctors who can collaborate to provide quality services for patients.”
Cooperation will be key. “Instead of looking at models that have worked, like multidisciplinary clinics, and copying that for each compound, healthcare providers need to zoom out and look at the big picture in terms of what is missing and how we can fill in the gaps,” says Oasis CEO Hassan. “That starts with looking at patient needs — which may differ in Sahel — and finding ways to meet them. For example, this year, in response to market demand, Oasis is launching nursing services, meaning we can provide our patients on the Coast with fulltime live-in nurses for extended periods of time under the supervision of our doctors. I think it’s all about healthcare practitioners working in harmony with one another, and that includes both public and private sector providers.”
All of the private sector physicians that EnterpriseAM spoke to named one public sector facility on the Coast that could play a key role in helping fill in the gaps: Alamein Hospital. The 106-bed hospital located in the heart of New Alamein city was built in 2002, long before the existence of New Alamein. Skyscrapers and colossal buildings crept up around it, and what was once a modest, ill-equipped facility has transformed into a modern, fully-equipped hospital with a blood bank, an emergency department, operating rooms, and an ICU. Most summertime Sahel residents are completely unaware of its existence as a viable option.
Dr. Mohamed Adel, deputy head of El Alamein Hospital told us that after undergoing a major facelift and upgrade in 2022, the hospital is now well on its way to having the management, doctors and medical equipment it needs to serve an expanding population of residents.
“We are a public-sector hospital that is run like a private-sector facility,” says Adel. “In the summer months we cater to a population of nearly 3 mn people, at least half of them are summer vacationers. In the winter we have a growing number of Russian, Korean and European expats who are now working in the area, in addition to the local Bedouin population. Both groups rely on our facility.”
Adel says 75% of the more than 200 doctors he has on staff are university-affiliated physicians from Alexandria, Kasr El Aini, Minya and Ain Shams universities. “We are considered a Ministry of Health ‘category A’ hospital, which means we have access to more funding — and that has helped us to attract higher caliber doctors in recent years,” says Adel. “Our 12-bed ER and 10-bed ICU make us the only facility equipped to deal with serious accidents.”
El Alamein hospital is exploring public-private partnerships: “At Safa Medi Hub we now have a partnership agreement with the cath lab at El Alamein Hospital whereby we can transfer cases to them for treatment by their team and then have the patients transferred back to us,” says Talaat. “This is an example of the type of cooperation that we need to see going forward. Things are changing rapidly; the season can and will expand. We already saw that last year with our second Safa Medi Hub located inside Marassi. As an incentive to stay open, Emaar agreed to cover our costs from October to April. They wanted to guarantee the service for their residents and hotel guests. We expect to see more developers opt for this type of thing going forward,” says Talaat. “I see lots of room to collaborate with developers, the government and the Ministry of Health and we see plenty of opportunities for PPPs in healthcare throughout the North Coast in the future.”
HOW TO GET MEDICAL CARE IN SAHEL THIS SUMMER
HOSPITALS-
#1- Safa Medi Hub: The North Coast outpost of the Safa Hospital with a seven-bed ICU, a four-bed ER, Alfa Lab and Alfa Scan offering a full range of services including x-ray, ultrasound, CT, and open MRI.
Where to find it: Across from Seashell Compound, Sidi Abdel Rahman. Open 24/7.
Phone: 010 1999 9571
El Safa ambulance services: Eight fully-equipped and fully-staffed ambulances and seven first-responder cars.
Phone:16181
#2- El Alamein Hospital: Fully-equipped hospital with services including an ER, ICU, ORs, kidney dialysis machines, pediatric ICU, cath lab, CT and MRI.
Where to find it: Alexandria-Marsa Matrouh Road, El Alamein City.
Phone:046 4100 212. For home visits, send a WhatsApp message to 010 2383 0872 or 015 5942 2955
CLINICS-
#1- Oasis Clinics: For elective outpatient services, urgent care, and first-aid procedures, Oasis clinics has highly experienced consultants covering multiple specialties as well as support services including home visits, physiotherapy, labs, radiology, ultrasound, dental services, and optometry.
Where to find them: Diplo, Sidi Abdel Rahman. Open 24/7.
Phone:0100 4000 776
#2- Prime Clinics: Offering outpatient services in multiple specialties as well as lab services. Open from 11am to 11pm.
Where to find them: Telal
Phone:010 0099 8282
#3- Dr. Khaled El Hoshy Dermatology and Cosmetic Clinic: Offering dermatology consultations and treatments, including treatments for burns and sutures as well as cosmetic procedures.
Where to find them: El-Corte Hacienda White and at Oasis Clinics
Welcome to Ramla — the exclusive beachside sanctuary where life thrives in every moment. Developed by Marakez, Ramla is more than just a destination — it’s a way of life. With 1.4 kilometers of pristine white-sand beach, this vibrant coastal community is built around wellness, connection, and inspired living.
At the heart of Ramla lies the 10-acre Ramla Sports Campus — a dynamic hub designed for all ages and activity levels. Whether you’re playing on the football pitches, mastering your swing on the padel or tennis courts, shooting hoops on the basketball court, or enjoying our multi-purpose courts, fitness studios, dedicated kids’ areas or the semi-Olympic pool, Ramla empowers every member of the family to stay active, healthy, and energized.
The crème de la crème of coasts. Once a ridiculously long and chillingly empty stretch of land with a few humble residential compounds dotting its shores, Sahel has come a long way since its beginnings. Today, the word Sahel elicits thoughts of azure beaches, unparalleled nightlife experiences … and culinary perfection.
The summer-long “Sahel season” sees mns of tourists, most of them Egyptian, with an increasing number of regional and international visitors. Demand is sky high, but it’s not a year-round destination just yet. How do Sahel’s F&B players keep up, what is standing in their way, and what’s missing?
HOT & FRESH FOR THE SUMMER-
More tourists, bigger appetites. As the North Coast continues to grow rapidly and multi-bn USD developments rise, demand for F&B services is growing as more people spend longer vacations on the Mediterranean. Ras Al Hekma alone has its eyes set on 8mn tourists annually upon completion. That’s going to make Sahel an opportunity for both established and rising F&B players.
The proof is in the pudding. Some of Cairo’s most famous hot spots either started their journey in Sahel, or found their big break there. The earliest days of TBS were on the shores of the Mediterranean. Pào was a modest truck parked at The Drive by the Waterway before making the trip up north in the summer of 2023 — a move which would eventually see the boba hotspot take over the coast. Further proof? One look at Hacienda-born and now-viral burger chain BRGR should suffice, and Brown Nose Coffee (arguably the best cup of joe on the coast) got its start up here.
Big names get bigger. Kiki’s, The Lemon Tree & Co, The Smokery, Sachi, and let us not forget the classic Sahel nightspot of yesteryear that started it all — the iconic Andrea — have only grown bigger season by season. But growing a food and beverage business in Sahel isn’t an easy proposition.
MOVING PARTS-
When it comes to operations there’s no easy way to do it. You’ll either go the food truck route — the model with relatively lower risk — or you break the bank for a dine-in location. In both cases, you’re going to face challenges. Both capital and aspirations come into play here. Nascent brands will likely opt for food trucks, because “they cost the least,” says food consultant, architect, and chef Nesma Mohamed, a Sahel veteran who has brought to life coastal brands including burger hotspot 101B. This year, she’s bringing RVRS to life.
Things can get ugly pretty quickly: “When you start off in Cairo, you essentially have a back-up. In our case, we had to do everything in Sahel,” Mohamed tells us. Over three summers, she has had to jury-rig her own central kitchen and train a staff to work around equipment failures promoted by a still-unstable electricity grid.
Finding the right staff — and housing for said staff — is also a hurdle, and a costly one at that, Mohamed tells us. Salaries and accommodation for staff come at a hefty price tag, and transportation as well. Is it all worth it?
“There’s a sort of spiral of silence around Sahel, and I want to break that,” says PerihanSaleh, chef at Gracias. Saleh notes that there’s a pressure to hide losses from the masses — and they are substantial, she says. Saleh shared Mohamed’s qualms about staffing and rent, but she’s also concerned about a thinning out of her target market.
The sprawl of Sahel is a double-edged sword, Saleh says: Until around 2022, Sahel's prime F&B zone was a concentrated 40-kilometer stretch, roughly from Hacienda to Ghazala, she says. This meant that despite operational costs being significantly higher, the high concentration of visitors and fewer competitors made it a worthwhile investment. The outward expansion of Sahel has diluted her target market at the same time as more competition has driven up rentals costs. Transportation expenses, meanwhile, have crept up as fuel subsidies have been lifted and distances get longer.
When Saleh did call Sahel home, she operated through her own central kitchen. That came with its own set of problems — problems that Mohamed now faces. “There’s no provider" for a central kitchen in Sahel, she notes. Food transport is a challenge (refrigerated trucks are difficult to come by) and the costs of transportation add up quickly.
Then there’s rent: A massive contributor to the costs of any F&B outlet, where operators need to navigate unreasonable landlords and the pressure to stay on the coastal side of the highway. Rents are cheaper on the desert side, but electricity is even more unreliable there, contributing to a higher volume of equipment failures.
Even big players find it challenging. “We face a lot of challenges in terms of staffing and recruiting. The problem is that everything changes year to year, and you find yourself having to revisit your infrastructure,” Lina Gaballa, brand manager at TLT Concepts, tells us. TLT operates brands including The Lemon Tree, Rituals of Zoya, Gouna’s Villa Coconut, and a line of hotels.
Who pays the price for these hiccups? The customer. “Before jumping into the Sahel F&B scene, I always thought everything was overpriced. I soon realized it was justified,” Mohamed tells us. “It’s how you end up with an EGP 600 burger,” Saleh adds. Even then, you don’t know if you’ll even break even. If you’re keeping up with the subtle changes, however, you might have better luck.
Bottom line: While Sahel may not be the place where F&B brands initially make the most money, it’s a launchpad — a place in which to make a name for themselves and then expand to the capital city and beyond. After all: They have a captive audience with the country’s highest purchasing power who are largely in vacation mode for two months and willing to splurge a little.
HOW THE F&B MARKET IS CHANGING UP NORTH-
The North Coast is transitioning beyond its role as a seasonal, casual dining hub. A lot factors into this push, including a rise in demand for elevated culinary offerings, the inflow of Arab tourists, and a growing emphasis by developers on representing brands that go beyond just food — witness SODIC’s plans to launch a Marriott Tribute Portfolio hotel as well as a hotel and residences under the Nobu brand, both in Ras Al Hekma.
“We’ve seen a huge influx of regional tourists. The industry and the market have changed dramatically in the last couple of years,”The Smokery Group Chief Marketing Officer Alexandra Henein tells us. “We always thought the North Coast was a very local, Egyptian thing, but now in June, most of our clients are actually foreigners. You have a lot of people that come from the GCC countries,” she adds. Those visitors, she notes, need no introduction to San Carlo, the international franchise Smokery has brought to Sahel.
“Last year, an influx in tourists [from the Gulf] led to us stay open for longer. We see this happening this year as well,” TLT Concepts’ Gaballa says. Gulf visitors are also influencing what’s on the menu, she says: “At The Origins of Le Sidi, we introduced more [Egyptian] breakfast for the GCC community.”
It’s no longer enough to serve good food. It’s about experiences, too, Henein notes: “You have huge acts and International DJs coming to Sahel this summer. So I really think we’ve seen a big evolution in entertainment and in cuisine.” To make it big in Sahel, you need to bring the big names in. And it’s not just about nightlife anymore. “People are leaning more and more towards morning events. We’ve seen that shift in behavior,” Gaballa explains.
Developers know this, and they’re actively on the hunt for high-end F&B experiences to integrate into their projects. Misr Italia Properties, for example, is introducing Eatery — an already-established and beloved brand — to Solare Beach Ras Al Hekma this season.
Misr Italia is playing to an ongoing shift in consumer behavior and the gravitational pull towards familiar names. “We're seeing everything from young families looking for quality time and meaningful experiences by the sea to trend-savvy urbanites seeking well-curated dining and entertainment options,” a company exec told us.
Competition is making it harder to stand out: "Everyone who opened until 2022 made it big — after that the competition got too fierce. To make it big [now], you have to offer something cool,” Saleh says.
At Ramla by Marakez, for example, a slightly different approach has been taken when it comes to high-end F&B experiences. Instead of going after international brands, they are putting together a curated local lineup of Egyptian cultural icons like Azza Fahmy and Mounir Neamatalla to develop concepts for a Azza Fahmy Beach Clubhouse and an ecolodge based on Neamatalla’s philosophy for the famous Siwa landmark Adrère Amellal set to open in 2028. This summer they are also partnering with When We Eat to bring in international, award-winning chefs for a series of fine dining experiences on the beach.
A YEAR LONG AFFAIR?
One thing that would make operating in Sahel easier? For it to become a year-round destination, says TLT Concepts’ Chef Mirette Aly believes. Aly notes that operating all year long would give F&B outlets the opportunity to spread costs out. It would also see more connective tissue built between the various players in the industry. “We do see this [eventually] happening with the amount of investments and all the infrastructure being built around Alamein and the coastline in general,” Gaballa says.
"I don't think [a year-long presence in Sahel] is possible. Maybe in the future,” Henein says. “For the time being, I do not think it’s possible due to culture, weather conditions, infrastructure and not enough international tourism yet.” she adds. May, September, and October are slow months for food businesses. Don’t even think about the winter months.
What if — like El Gouna — Sahel had its year-round community? What changes would have to be made to support F&B businesses across the coast? Proper infrastructure, including better roads, specialized logistics providers (think: refrigerated transportation), and a stable electricity grid. We’d also need to see cloud kitchen providers, which in turn, would go along way to relieving operational pressure.
In an era where water scarcity is a growing global concern, innovative and sustainable water solutions are no longer a luxury but a necessity. At the forefront of addressing this critical challenge in Egypt and across the region stands TAQA Water, the dedicated water arm of TAQA Arabia.
TAQA Water's diverse, tailor-made solutions currently involve developing and operating desalination and water treatment stations serving a wide range of clients, including residential, tourism, industrial, and agricultural sectors.
From Palm Hills in New Cairo, to Rixos Sharm El Sheikh, Somabay, and Makadi Heights in the Red Sea, to La Vista and SODIC in Sahel among other touristic and real estate clients, TAQA Water provides more than 170k clients with their daily freshwater needs.
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Sticking to an active and healthy lifestyle in summertime can be a bit of a hassle — especially when you’re going back and forth between capital and coast. To make it just a bit easier, we have thoughts on how and where to get in a workout while you’re on vacation.
GENERAL FITNESS-
#1- BeFit 360: A fully integrated fitness center offering a range of wellness services, from high-end gym equipment to group training classes, personal training, and a community where you can both workout and meet new friends. Physiotherapy and preventative health services are also available at the complex.
PRICE RANGE: BeFit launched their own points system, with one point equivalent to EGP 250. On the BeFit 360 app, you can charge your points balance through bank transfer and check prices for different classes and packages.
WHERE TO FIND IT: You can find BeFit 360 at Swan Lake North Coast and in Marassi next to Gate 2, open from 8am to 12am. You can purchase a membership or book one-time class sessions through the BeFit 360 app.
#2- F45 Training: If you’re into functional training — combining high intensity movement with cardio — little beats a group HIIT session with a view at global fitness studio F45 ’s local franchise in the North Coast.
PRICE RANGE: Drop-in sessions start at EGP 700 in their North Coast branch, while session packages typically range between EGP 3.2k to EGP 13.5k — depending on the number of sessions. Membership packages are also available, giving you access to all their branches across Egypt.
WHERE TO FIND IT: Drop-in sessions take place everyday at 10 am and 11 am at Almaza Bay. You can check the schedule on Instagram, and book your spot through the F45 Training Glofox app.
#3- LA7 Gym: Whether you prefer to train outdoors or indoors, premium fitness club LA7 has you covered, along with their strength and conditioning, HIIT, yoga and yoga classes as well as personal training services.
PRICE RANGE: Walk-in sessions range between EGP 700-900, depending on the branch and whether you’re an LA7 member. Memberships stand between EGP 3.2k-15.5k — also dependent on branch and duration. Private training sessions are available in their North Coast branches, starting at EGP 1.3k per session.
WHERE TO FIND IT- You can find LA7 at the G Hotel in Seashell and at Playa Resort. You can reach out to LA7 through Instagram to learn more about their membership details. Schedules are also available on their Instagram.
#4- Aquafit: The Cairo-born fitness club has put a twist on high-intensity summer waterboard and other seaside workouts that challenge balance, strength, and endurance all at once.
PRICE RANGE: Drop-in sessions start at EGP 550, while packages range between EGP 2.2k- 7.5 — depending on the number of sessions.
WHERE TO FIND IT: You can find Aquafit in Telal, Hacienda White, Swan Lake, Address Resort Hotel in Marassi, Fouka Bay, Lavista Bay and Lavista Cascada. You can check schedules and book sessions on the Aquafit App.
SPINNING-
#1- PowerRide Sports: Specializing in stationary cycling and triathlon prep programs, PowerRide is the OG spinning studio in Egypt, offering structured spin sessions, HIIT workshops, and competitive indoor cycling leagues — alongside strength, yoga, and core classes.
PRICE RANGE: A walk-in session at Power Ride will set you back EGP 550, while packages start from five sessions for EGP 2.5k up to 24 sessions for EGP 9.6k.
WHERE TO FIND IT: PowerRide offers daily spinning classes at 10 am and 11am in Diplo 3 and Sidi Heneish. You can book your spot through direct messages on their Instagram or by downloading their app from the AppStore.
#2- Fitness clubs: Several fitness clubs provide instructed spinning classes in their schedules, usually under their cardio offerings, alongside strength and conditioning classes.
PRICE RANGE: Prices for spinning classes inside fitness clubs depend on whether you are already a member, or just joining for a walk-in session.
WHERE TO FIND IT: You can find spinning classes in fitness clubs such as Hit, in Telal North, La Vista Bay, and Fouka Bay. Stamina also offers power ride spinning classes in their Diplo 3 branch. More details can be found on their Instagram accounts.
YOGA AND PILATES-
#1- Ramla Studio: Offering yoga, aerial arts, pilates, flexibility and pole classes, Ramla has brought their flexibility and mobility services to the sandy beaches.
PRICE RANGE: All prices are available on the Ramla app.
WHERE TO FIND IT:You can find Ramla in Beit El Bahr, El Abd Resort in Sidi Heinesh. You can check their schedules and book sessions through the Ramla Studio app. A quick note — the studio offers its services exclusively to ladies.
#2- Hit: Alongside its strength training classes and boxing classes, Hit offers pilates and yoga classes in their Sahel branches.
PRICE RANGE: Drop-in sessions start at EGP 500, while session packages range between EGP 2.3k-55k, depending on the number of sessions, up to 200.
WHERE TO FIND IT:Hit offers a pilates class and yoga class at their La Vista Bay branch.
NOTE: Although operating in Telal and Fouka Bay as well, the pilates and yoga classes are not currently available there according to the schedule.
#3- Aquafit: Among their a wide variety of classes, Aquafit offer their Aquapilates classes — a low impact exercise combining pilates principles with water resistance and support.
PRICE RANGE: You can join the Aquapilates class in a walk-in session, which stands at EGP 550 at Aquafit, or join as part of a broader subscription package, which ranges between EGP 2.2k- 7.5.
WHERE TO FIND IT:You can find Aquafit in Telal, Hacienda White, Swan Lake, Address Resort Hotel in Marassi, Fouka Bay, Lavista Bay and Lavista Cascada. You can check schedules and book sessions on the Aquafit App.
PADEL-
#1- Smash Padel Academy: If you’re looking into enhancing your padel competitive skills while you’re on a vacation, Smash Padel Academy provides instructed padel training with professional coaches.
PRICE RANGE: Private sessions range between EGP 1.3 for one session to EGP 14.4k for 16 sessions, while group sessions start from EGP 2.4k for 4 sessions.
WHERE TO FIND IT:You can find Smash Padel Academy in the Befit 360 complex in Marassi. You can register for padel training sessions through this form.
NOTE: Only coached sessions are available at the academy, padel court rentals are not available.
#2- Padel Dose: Cairo-based Padel Dose provides top-tier Black-S padel courts in the North Coast to rent out with friends and family for a heated padel session.
PRICE RANGE: The half-hour slot in their North Coast branch starts at EGP 350.
WHERE TO FIND IT:You can book padel sessions at Padel Dose in Amwaj North coast through their website.
#3- Pro Padel One Eleven North Coast: Originally a Cairo-based padel courts provider, Pro Padel now offers court rentals in their Sahel Branch.
PRICE RANGE: Pricing information is available on their app.
WHERE TO FIND IT:You can book padel courts at Pro Padel in One Eleven in Alamein City in the North Coast. Booking slots are available through their app.
TENNIS COURTS-
Many private residential compounds along the North Coast have dedicated sports zones for their residents and guests, including tennis courts. They are usually not managed under a certain academy or brand and come as an additional facility within the compound. Tennis courts are usually easier to access if they are in a hotel, as they allow access to outside visitors.
PRICE RANGE: There are no set prices available, and it’s recommended that you call the resort of your choice to confirm availability and inquire about prices prior to paying them a visit.
WHERE TO FIND IT:Tennis courts are available in hotels and resorts such as Rixos Alamein, Golden Ocean Marina Hotel in Marassi and Porto Marina Resort & Spa in Al Alamein.
Want some beats with your bites? DJs Awadly & Azaar will be turning it up with Hot Since 82 at Kiki’s Beach in Hacienda White on Thursday, 17 July. The artists are part of an insanely long summer line-up Kiki’s Beach is set to host this season — one to keep an eye out for on their Instagram account. You can grab your tickets through Kiki Experience.
On Friday, 18 July, Ras El Hekma’s ESCĀ Beach Club will be the place to be up North. Crossing the Mediterranean, Milan-hailing DJ Stephan Jolk will be bringing the groove to Sahel. Joining him will be French DJ Adrien Apache, Egyptian DJs Ziad Moussa, and ThatGirlSherryK. Tickets can be purchased through Ticketsmarché.
Cardio by the shore? Sign us up. On Friday, 18 July, Ramla by Marakez will host Egypt’s adrenaline-packed spinning marathon Party on Wheels. The event, which is making its long-awaited Sahel debut after years of spinning in El Gouna, will hit Sahel’s shores for a five-hour ride. So if you couldn’t quite get that beach body ready by summer, all is not lost — and with Party on Wheels, fitness comes with a side of DJ beats… and much more. To sign up, reach out to info@beachmonkeyz.com
Ruby and Ahmed Saad to steal the show back to back at Layali Marassi. On Saturday, 19 July, from the iconic helipad at the Address Beach Resort, the two megastars will be setting the night on fire. You can get your tickets from Ticketsmarche.
This summer, New Alamein city will be playing host to two landmark art events. Announced by the Egyptian Prime Ministry, the second edition of contemporary exhibitionArt Space will kick off on Saturday, 19 July and wrap up 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, which takes place from Wednesday, 6 August till Saturday, 30 August, hosting 30 of the world’s most renowned sculptors.
Number One is heading up north. Mark your calendars for Friday, 25 July, because Egyptian singer and rapper Mohamed Ramadan will be bringing the beat to the North Coast’s Porto Golf Marina. Ready to join the “Mafia”? You can grab your tickets from Ticketsmarché.
Ready to swim your way to glory? North Coast’s Ghazala Bay is hosting an open water sports festival on Saturday, 26 July, complete with open water swimming and a slew of family-friendly water activities. You can secure your spot through Ticketsmarché.
Pop-star Nancy Ajram and shaa’bi legend Hakim will light up the stage at Layali Marassi on Saturday, 26 July. The two megastars will be at the Address Beach Resort for a night of nostalgic hits and performances bringing together generations of music lovers by the beach. You can grab your tickets from Ticketsmarché.
AUGUST
A Sahel night with El Hadaba. Join Egyptian megastar Amr Diab for a night of summer hits and timeless classics at U Arenas in Al Alamein on Friday 1 August, as part of the New Alamein Festival. You can grab your tickets through Tazkarti.
The Martinez Brothers will be giving the North Coast’s Sol Beach a taste of what New York City’s nightlife scene has to offer on Friday, 1 August. The DJ duo — and brothers from the same mother — will be joined by Lebanese DJ and producer Rolbac, so you know things will be heating up quite fast. You can grab your tickets from 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.
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.
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 on Thursday, 7 August. You can grab your tickets through Ticket Egypt.
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.
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