The Middle East and North Africa Leisure and Attractions Council (MENALAC) is gearing up to host its inaugural ‘Focus on Egypt’ event on December 10th and 11th. This event, held under the patronage of Egypt’s Prime Minister HE Dr. Mostafa Madbouly, will shine a spotlight on the growth opportunities within Egypt’s booming attractions, recreation, and entertainment sectors.
Taking place at the headquarters of the Federation of Egypt Chamber of Commerce (FEDCOC) in New Cairo, this two-day event is expected to attract a wide range of stakeholders from the regional leisure and entertainment industry. With Egypt’s entertainment landscape rapidly evolving, MENALAC aims to highlight the country’s strategic push to become a key player in the MENA region’s growing market.
A Pivotal Moment for Egypt’s Entertainment Industry
Egypt is at a transformative crossroads. Economic growth, powered by massive infrastructure projects, has led the government to recognise the crucial role entertainment and leisure can play in its development strategy. The ‘Focus on Egypt’ event is being held at a time when the country’s attractions, recreation, and entertainment sectors are increasingly diverse and dynamic, presenting significant investment opportunities.
From the world-famous ancient sites and historical treasures to modern attractions such as Ski Egypt and Xtreme Land, Egypt’s leisure offerings are more varied than ever. But that’s not all. The country is set to welcome several high-profile projects, including the long-awaited Grand Egyptian Museum and the Cairo Eye observation wheel, promising to further boost the country’s appeal as a global tourism and entertainment destination.
The New Administrative Capital: A Vision for Future Entertainment
One of the most exciting developments in Egypt’s entertainment future is the construction of the New Administrative Capital, a vast urban development designed to ease congestion in Cairo. As part of this ambitious project, a large entertainment district is being built, which will feature theme parks, cinemas, performance spaces, and shopping malls. This new hub will not only reshape the leisure landscape but also serve as a focal point for recreation outside of Cairo, offering fresh opportunities for both local and international investors.
Alwalid Al Baltan, President of MENALAC, has expressed his enthusiasm for the event, noting, “It’s an opportune time for MENALAC to host the inaugural edition of ‘Focus on Egypt’ event, which reinforces our commitment to tapping into the growth prospects of the MENA leisure and entertainment landscape. Our partnership with the Egypt Chamber of Commerce will create pathways for future growth, paving the way for more roadshows in other expanding markets across the region.”
Government Support: A Driving Force for Investment
At the heart of the growth in Egypt’s entertainment sector lies the government’s strong support through various initiatives and incentives. Ahmad El Wakil, President of the Egypt Chamber of Commerce, highlighted the steps taken by the government to attract investment into the leisure and entertainment industries.
“From promoting cultural and entertainment projects as part of Egypt Vision 2030 to the launch of the Tourism Reform Programme in 2020, which aims to modernise tourism infrastructure, the government is making it easier for investors to explore Egypt’s untapped market potential,” El Wakil said.
Incentives such as tax breaks, simplified business procedures, and partnerships between the public and private sectors are among the strategies being employed to foster investment and development in the leisure and entertainment industries. This shift is opening new doors for global players looking to enter the Egyptian market, which is poised for substantial growth in the coming years.
The Event: What to Expect
The two-day event will feature a series of keynote sessions and panel discussions aimed at showcasing Egypt’s investment potential. Areas of focus will include health and safety measures, family entertainment centres (FECs), and waterparks, which are among the most promising segments in the country’s leisure market. These discussions are expected to provide valuable insights into the dynamics of the local market and the types of projects that are likely to attract the most interest from investors.
In addition to the learning opportunities, MENALAC will offer attendees the chance to participate in ‘MENALAC Explores,’ conducted tours highlighting Cairo’s most exciting leisure and entertainment offerings. This hands-on experience will give visitors a closer look at what Egypt has to offer, providing a unique opportunity to engage with the city’s expanding entertainment infrastructure.
The Growing Interest in Egypt’s Leisure Market
The event is expected to attract a broad spectrum of participants, including government officials, global and local investors, entertainment operators, equipment manufacturers, technology providers, hospitality service providers, and creative agencies. These attendees will come together to discuss collaboration opportunities, aiming to expand and diversify Egypt’s entertainment industry.
MENALAC’s Head of Events, Davide Camaiora, spoke about the excitement surrounding the event, saying, “At MENALAC, we are always looking for opportunities to add new events to our roster, as evidenced by the variety of events we host every year. We are extremely excited about launching ‘Focus on Egypt,’ as it marks our first step into the North African market. This is just the beginning, and we look forward to hosting more events in the future.”
Aligning with Egypt Vision 2030
The ‘Focus on Egypt’ event is part of a broader vision to position Egypt as a global tourism and entertainment hub. Egypt Vision 2030, which aims to diversify the country’s economy and reduce its dependence on oil revenues, identifies the entertainment sector as a key area for growth. Through the development of new attractions, infrastructure projects, and entertainment districts, Egypt is working towards becoming a leading destination for tourists and investors alike.
By fostering public-private partnerships and offering strong government incentives, the country is laying the groundwork for the next phase of its economic and cultural development. MENALAC’s event serves as a vital platform for bringing together stakeholders from across the globe, accelerating the growth of Egypt’s entertainment and leisure industries.
