The Egyptian government should include mega tourism projects in its plan to turn the New Administrative Capital (NAC) into an international city, according to Kareem Mamoun, Commercial Director at Edge Holding.
Mamoun noted that this would work well with the state’s search for global real estate marketing and consultancy companies to develop a marketing and management plan for the NAC city, at both the local and global levels.
He also said that marketing for the NAC should take place globally, which will not happen except when large tourism projects are launched first. There should also be a service that provides a unique and new service that makes it the foremost tourism destination in the world.
He added that the NAC possesses all the ingredients to become the largest regional investment destination, and one of Egypt’s sources of hard currency. This is due to its vast areas, unique projects, and unprecedented interest on the part of the country’s political leadership.
Mamoun said that the NAC is larger than Dubai, and uses the latest technology in the world in the field of infrastructure and smart technology.
He stressed that the Egyptian government, in cooperation with the private sector, can succeed in launching such projects and developing them in a global manner befitting the prestige and distinction of the NAC.
“The state gave the opportunity for a new generation of developers to enter real estate market through the NAC, and accelerated the development of projects with an important nature such as government district and the largest skyscraper in Africa,” he said, “In addition, it has offered lands for developers to establish schools, universities and hotels, but there is still a need to put forward innovative marketing ideas that make the NAC a platform for investment and a destination for tourism in the world.”
Mamoun presented a number of ideas that the Egyptian government could adopt to market this promising city and make it the centre of tourism and shopping in the entire Middle East.
Firstly, the NAC needs to be placed on the map of the most popular cities worldwide, through initiating and developing tourism projects that start with what many cities have concluded in this regard.
For example, the government, in partnership with the private sector, can create the largest waterpark in the Middle East. Another example is that the NAC may include the world’s largest and most important games city aimed at children and adults. This would provide visitors with a uniquely Egyptian experience that differs from Disney, and which would become a primarily Egyptian brand that would receive tourists from all over the world.
“Likewise, if we are thinking of attracting customers who visit some countries for shopping, the NAC may offer the largest outlet in the Middle East that includes unique international brands that operate throughout the year,” Mamoun added.
In addition, one of the most important tourism service projects would include cultural and artistic products, such as theatres.
This would see the construction of the largest theatre or stage in the region, that would see performances of comedies, and theatrical or entertainment performances presented by celebrities in each field. In turn, this would contribute greatly to marketing the national project, and making it a prime destination for tourists who are fond of art and culture.
An additional attraction would be that of the NAC having the largest mosque and largest church in the Middle East, both of which are located in the national development. Put together, these would attract a more varied type of visitor to the project.
Mamoun believes that the promotion of the NAC through television is an important step, which would be able to showcase projects that have been implemented on the ground. He called for the state to continue promotional campaigns for the national project, but on an international level.
This should take place in coordination with international marketing companies, and the use of celebrities from different fields. Developers and investors operating in the NAC would also be able to contribute to this.
What is more, the largest stadium or the largest sports academy in the world could be inaugurated at the NAC. In addition to this, there is the possibility of launching the largest medical city, similar to famous medical complexes elsewhere in the world.
“We may begin to establish a smaller model in the NAC at a lower cost than that in European countries, but with the same standard of quality and experience,” Mamoun said.
The NAC is situated in east Cairo and spans over 170,000 feddan. It is being developed over three phases, and is targeting an eventual population of 7 million. The first phase, which is developed on an area of 40,000 feddan, comprises eight residential neighbourhoods and has been completely sold out except for a few small areas.
Mamoun has worked in real estate for the past 18 years, starting his career as a broker at multinational company, ERA. He was also a part of the leading team who participated in founding the Cairo Festival City, which is part of the Al-Futtaim Group.
He later joined the sales team at Al Kharafi Group, where he achieved significant sales at the company’s project, Port Ghalib, in Marsa Alam, south-eastern Egypt. He was responsible for marketing real estate projects for several companies, including Heliopolis Company for Housing and Development (HHD), Mokhtar Ibrahim, Hassan Allam, and Nasr Company for Buildings and Construction (EGYCO).
Mamoun later took up a role with Real Mark Real-Estate to act as an exclusive marketer for public business sector companies. In his current role, he is the Commercial Director at Edge Holding, with a team that has achieved great success in marketing the company’s first project in the NAC, the OIA compound, and at its second project, OIA Towers. Additionally, he has succeeded in launching Al-Borouj Misr Developments’ Sixty business park in the NAC.