We are pleased to announce the launch of Edge Sharm El Sheikh Sea Beach, an existing property in Sharm El Sheikh that has joined the company’s portfolio under a long-term franchise agreement with Nubia Sharm for Touristic Projects.

The milestone marks the debut of the Edge by Rotana brand in Egypt, reinforcing the company’s commitment to strengthening its presence in North Africa and supporting Egypt’s thriving hospitality and tourism sector.

An official launch event was held on 15 November 2025 to celebrate the property’s conversion under the Edge by Rotana brand. The ceremony was attended by His Excellency Sherif Fathy, Minister of Tourism & Antiquities, His Excellency Khaled Mubark, Governor of South Sinai, His Excellency Khaled Fouda, Counsellor to the President for Community Development, His Excellency Ambassador Hamad Obaid Al-Zaabi, UAE Ambassador in Egypt, Mr. Nasser Al Nowais, Chairman of Rotana, Mr. Philip Barnes, CEO of Rotana, and Major General Mohamed El-Anany, Assistant Minister of the Interior and Director of Security for South Sinai, alongside key members of the business and travel community.

The event featured a spectacular evening of celebration, including an exclusive cocktail reception, an official ribbon-cutting ceremony, a tour of the magnificent property, and a mesmerizing cultural showcase headlined by the revered Arabic Heritage Music Ensemble. The gathering formally commemorated the property’s conversion to the “Edge by Rotana” brand and heralded a new, luxurious chapter for Sharm El Sheikh’s vibrant hospitality scene.

Ideally located in the heart of Sharm El Sheikh, Edge Sharm El Sheikh Sea Beach currently offers 650 rooms and suites, with plans to increase to 1,000 rooms and suites within the next 24 months, complemented by a selection of leisure and dining facilities designed for families and holidaymakers.

The resort combines contemporary comforts with authentic Red Sea charm, in line with Rotana’s standards of hospitality excellence.

Guests can enjoy more than 11 dining venues, five swimming pools, including a children’s pool, and a world-class aqua park featuring 27 slides and a lazy river.

The property also offers direct access to a 255-metre private sandy beach and a 1-kilometre jetty overlooking the Red Sea’s renowned coral reefs.

Additional facilities include a kids’ club, sports courts, a health centre, conference facilities, and a medical clinic, ensuring a comprehensive family and leisure experience.

Our Chief Executive Officer Philip Barnes said: “The launch of Edge Sharm El Sheikh Sea Beach represents an important step in Rotana’s growth across North Africa and the introduction of the Edge by Rotana brand to Egypt. Egypt has long been a cornerstone of the region’s hospitality sector, and we see strong potential for continued growth driven by the country’s tourism vision and exceptional talent. Working alongside Nubia Sharm for Touristic Projects, we are proud to bring Rotana’s operational expertise and people-first approach to a market that continues to play a vital role in shaping regional tourism.”

Mohammed Al Hagary, Owner of Nubia Sharm for Touristic Projects, added: The launch of Edge Sharm El Sheikh Sea Beach marks a proud milestone for Nubia Sharm for Touristic Projects and for Sharm El Sheikh’s continued growth as one of the Red Sea’s leading destinations. Partnering with Rotana, a brand rooted in the region and known for its authentic approach to hospitality, brings a new level of operational excellence and guest experience to the property. This collaboration reflects our shared commitment to advancing Egypt’s tourism sector and creating destinations that celebrate our people, culture, and the spirit of true hospitality.”

The launch of Edge Sharm El Sheikh Sea Beach marks another step in Rotana’s journey to grow its portfolio through strategic partnerships and flexible operating models. The Edge by Rotana brand enables independent hotels to access Rotana’s established systems and service expertise while maintaining their individuality and local character.

This latest debut in Egypt reinforces Rotana’s growing portfolio across the Middle East and Africa, where the group currently operates 79 hotels across more than 29 cities. With a development pipeline exceeding 9,000 keys, including 36 international properties and four new openings in the UAE, Rotana continues to strengthen its position in high-growth tourism destinations, supporting regional efforts to enhance hospitality offerings and attract long-term investment.

The company remains focused on responsible growth, digital innovation, and delivering meaningful guest experiences that reflect its enduring brand promise of ‘Treasured Time’.