Egypt continues to strengthen its position as a destination for international events, conferences and destination weddings across the Mediterranean and Red Sea regions. Sharm El Sheikh, in particular, has hosted intergovernmental summits, major meetings and international concerts in recent years, establishing its reputation not only as a leisure tourism destination but also as a venue for large-scale events. In an exclusive interview with IMWF Insider, Rixos Hotels Egypt CEO Erkan Yıldırım highlighted Egypt’s growing importance as a destination for major international events.
“Egypt Is Becoming a Major Destination for Large-Scale Events”
Yıldırım noted that Egypt is increasingly gaining prominence as a destination for major international events, with Sharm El Sheikh playing a particularly important role in this development. Emphasizing the destination’s established reputation in this field, Yıldırım said, “In 2019, we hosted the Arab-European Union Summit. In addition, international political negotiations and ceasefire talks have also taken place here. Numerous presidents and prime ministers from around the world have gathered in Sharm El Sheikh.”
Yıldırım also highlighted the destination’s appeal beyond political and corporate gatherings, noting that international artists such as Jennifer Lopez, Enrique Iglesias and Lara Fabian have performed concerts in the region. According to Yıldırım, this diversity is one of the key factors strengthening Egypt’s position in the global events market.
Convention Capacity for 3,000 Guests
Yıldırım noted that Rixos is expanding its infrastructure investments in line with Egypt’s expected growth in the MICE market, highlighting the brand’s capacity to accommodate large-scale events.
Emphasizing that Rixos is prepared for growth in the MICE sector, Yıldırım said, “Rixos Egypt is ready for this transformation with its existing infrastructure. Alongside sufficient accommodation capacity, we have developed large convention centers capable of hosting up to 3,000 guests simultaneously. Air connectivity and the proximity of airports to destinations also provide significant advantages. These factors support Egypt’s emergence as one of the leading MICE destinations. Egypt is also focusing not only on Sharm El Sheikh and the Red Sea region but also on the North Coast, where numerous major events take place, particularly during the summer months.”
Pointing to major meetings, government events and international gatherings held along Egypt’s North Coast, Yıldırım said, “Large-scale events can also be organized during the summer season. In this respect, Egypt has the potential to become a year-round events destination.”
From Hotel to “Event City” Model
Yıldırım, who previously described Rixos Radamis as a “global event city” rather than simply a resort, explained that the model is built around bringing together different experiences within a single integrated development.
Emphasizing that Rixos sells experiences rather than simply rooms, Yıldırım said, “We don’t just sell rooms. Whenever we develop a Rixos hotel anywhere in the world, we bring together a wide range of dynamic elements. To create a sustainable year-round business model, we provide MICE facilities, large convention centers and outdoor event spaces. Gastronomy, entertainment and international shows also play a very important role.”
Yıldırım emphasized that this approach extends beyond meeting facilities, with gastronomy, entertainment and international shows forming essential parts of the overall guest experience.
“Rixos Egypt Is a Destination in Its Own Right”
“Rixos Egypt is a destination in its own right. Guests do not choose Rixos simply because it is located in Sharm El Sheikh. They choose Rixos in Sharm El Sheikh because of the Rixos brand,” said Rixos Hotels Egypt CEO Yıldırım. Explaining that the brand brings together year-round events, gastronomy, entertainment and MICE facilities within a single integrated offering, he continued:
“As I mentioned earlier, it is not simply about the rooms we sell. We sell experiences. We offer an extensive ecosystem that brings together all the resort’s facilities, gastronomy, entertainment and MICE activities.”
