Prime Highlights 

• Yalla Sahel brings together developers, tourism stakeholders and government bodies to promote Egypt’s North Coast as a year-round destination.  

• The initiative combines tourism, real estate, entertainment and digital services to attract visitors, investment and international hospitality brands.  

Key Facts 

• The initiative is supported by major developers, the Administrative Capital for Urban Development, Telecom Egypt, TikTok, EgyptAir and Air Taxi.  

• Yalla Sahel covers Egypt’s Mediterranean coastline from Alexandria to Matrouh and plans to expand the collaborative model to other regions.  

Background 

Egypt’s leading real estate developers, tourism stakeholders and government entities have launched the Yalla Sahel initiative to promote the country’s North Coast as a year-round destination for tourism, investment, entertainment and residential living. The programme brings together public and private sector organisations under a single campaign to market the Mediterranean coastline as one connected destination. 

The initiative covers the stretch from Alexandria to Matrouh and aims to position Egypt’s North Coast alongside leading Mediterranean destinations. It seeks to move beyond the region’s traditional seasonal tourism model by encouraging year-round economic activity through hospitality, retail, business, entertainment and mixed-use developments. 

The project is led by businessman Naguib Sawiris in partnership with major developers, including G Developments and Intro Group, with support from the Administrative Capital for Urban Development (ACUD). Organisers plan a coordinated calendar of music, sports and cultural events to attract visitors throughout the year instead of relying on individual resort promotions. 

Yalla Sahel also includes a digital platform that allows visitors to book accommodation, beach club access and event tickets across several North Coast destinations. A mobile application provides information on local attractions, navigation and hospitality services. Telecom Egypt (WE) is backing up the project through provision of digital infrastructure, whereas TikTok, EgyptAir and Air Taxi have partnered to add value to marketing and travel connectivity. 

The goal is to attract investments and generate employment opportunities, in addition to making hospitality companies operate across the area. It is intended to replicate the tourism collaboration project in other regions within Egypt, such as Upper Egypt and Aswan.