Adeer International Forms Strategic Alliance for Egypt”s Hospitality Sector

Friday 6 November 2026 13:02

Adeer International, the global investment arm of Saudi Arabia's Sumou Holding Group, has formed a strategic alliance with Hassan Allam, MIDAR for Investment and Urban Development, and Sumou Investment to develop hospitality projects in Egypt, with planned investments of approximately $2 billion.

The investment plans were announced during a media briefing in Cairo on November 3, 2026, as the company outlined its activities and expansion strategy in the Egyptian market.

The alliance aims to develop hotel and hospitality projects, supporting Egypt's tourism sector and attracting additional regional and international investment.

Strategic Partnerships to Develop Hospitality Projects

The alliance brings together four companies with complementary investment and development capabilities.

The participating companies include Adeer International, Hassan Allam, MIDAR for Investment and Urban Development, and Sumou Investment.

Bassel El-Serafy, Founder and CEO of Adeer International, said the company's entry into the Egyptian market followed an assessment of the country's growth prospects, investment opportunities, and real estate sector development.

Adeer operates as a strategic investment partner, bringing together capital, expertise, and execution capabilities through partnerships rather than operating solely as a traditional real estate developer or broker.

Adeer's Growing Presence in the Egyptian Market

Adeer began its operations in Egypt through Adeer Plaza in Sheikh Zayed City, which officially opened in 2024.

The company subsequently expanded its activities through partnerships, including its collaboration with MIDAR and Sumou Investment on Sumou Boulevard, a mixed-use development in Mostakbal City with estimated investments of EGP 70 billion.

In 2024, Adeer also signed strategic partnerships involving Hassan Allam Properties and Melee Developments to expand its real estate activities in Egypt and Saudi Arabia.

Sumou Holding Strengthens Its Investment Strategy

Ahmed Helmy, Chief Investment Officer at Adeer International, highlighted Egypt's importance within the group's long-term investment strategy.

Sumou Holding Group manages approximately SAR 55 billion across 15 real estate funds, reflecting its presence in regional real estate investment markets.

Adeer International aims to expand its global presence to 35 countries by 2035, while continuing to identify investment opportunities and attract international capital into promising markets.

The planned hospitality investments represent another step in strengthening Egyptian-Saudi investment cooperation and expanding Egypt's hotel and tourism infrastructure.