Misr Abu Dhabi Real Estate Investments has signed a Memorandum of Understanding (MoU) with Brassbell Hospitality Group during its participation in the Future Hospitality Summit Egypt 2026 (FHS Egypt 2026), to collaborate on developing a land plot directly overlooking the Grand Egyptian Museum (GEM).
Under the agreement, Misr Abu Dhabi Real Estate Investments (MAD) will provide the land, while Brassbell Hospitality Group will lead the project’s development, in line with market needs. The group will draw on its expertise in developing and operating hospitality projects and managing serviced apartments to create a concept that reflects the site’s characteristics and investment potential.
The agreement follows a comprehensive process of project evaluation and partner selection led by Misr Abu Dhabi, with support from HVS, a specialized hospitality consultancy. HVS provided advisory services during the preparation and issuance of requests for proposals, and contributed to selecting a partner with the relevant expertise to develop the project in line with the site’s potential, investment value, and market position.
The partnership brings together Misr Abu Dhabi’s real estate and investment expertise with Brassbell’s specialized experience in the hospitality sector, particularly in fully serviced apartments. Brassbell will draw on its expertise to develop the project, taking into consideration the site’s characteristics and market needs, with the aim of establishing a suitable vision for the project’s concept and operations.
During the summit, Magued Salah El-Din, CEO and Managing Director of Misr Abu Dhabi Real Estate Investments, took part in a panel discussion titled “From Global Shifts to Local Opportunities: What Do These Changes Mean for Investment in Egypt’s Hospitality Sector?”
Salah said: “Egypt’s hospitality sector continues to attract promising investment opportunities, supported by the country’s diverse cultural and tourism assets, the sector’s ongoing growth, and rising demand for various accommodation options. We are pleased to sign this agreement with Brassbell Hospitality Group, marking a new step toward developing the company’s land directly opposite the Grand Egyptian Museum. In our work, we are keen to assess the characteristics of each real estate asset and identify the most suitable development approach. This is reflected in our choice of a partner with specialized expertise in the hospitality sector. We look forward to moving ahead with the project’s development in the coming period.”
Commenting on the agreement, Ahmed Ibrahim, Founder and Chairman of Brassbell Hospitality Group, said: “Our approach to developing hospitality projects is based on an integrated vision that takes into account every stage of the project, from assessing its potential and development requirements to establishing an operational framework that supports its continuity and long-term success. Our experience in hotel and serviced apartment management enables us to bring these aspects together and work closely with our partners to deliver projects that meet market needs. We see our collaboration with Misr Abu Dhabi Real Estate Investments as an opportunity to apply this expertise to the development of a site of particular importance, given its location directly opposite the Grand Egyptian Museum.”
For his part, Adham El-Badawy, Vice President of Expansion and Growth at Brassbell Hospitality Group, explained that the group had studied the characteristics of the surrounding area and the expectations of future guests. This assessment will help shape a hospitality experience that reflects the site's distinctive location and meets market needs, while maintaining the project's commercial viability and long-term sustainability.
Hala Matar Choufany, President of HVS Middle East and Africa, and Alain Debare, Partner at HVS Middle East and Africa, represented the company during the signing ceremony.
The partnership reflects the growing convergence between real estate investment and hospitality development in Egypt, where selecting partners with expertise in both development and operations is essential to maximizing the potential of prime locations and transforming them into hospitality destinations that meet market needs.
It is worth noting that Misr Abu Dhabi Real Estate Investments’ portfolio includes a diverse range of real estate assets and projects across Egypt, spanning the residential, commercial, administrative, hospitality, and medical sectors.
