Nahla Zayed Ayman Baky calls for investment in human talent, while Gioconda Scott and Costanza Loffever highlight the role of culture and local ingredients in creating distinctive tourism experiences.
Participants in the session โBuilding Brands Through Personal Experiences,โ held as part of the 10th edition of Egyptโs โWhatโs Egyptโs Story?โ Narrative Summit 2026 at Soma Bay on the Red Sea coast, emphasised the importance of the hospitality and luxury tourism sectors in strengthening Egyptโs position on the global tourism map. This can be achieved by building distinctive brands, offering tourism experiences connected to Egyptian identity and local culture, and investing in human talent and creative industries.
The participants shared their personal experiences in building brands in Egypt and abroad, discussing the role of passion and innovation in achieving success, alongside the importance of developing restaurants and tourism products that draw on Egyptian heritage and strengthen visitorsโ connections with local communities.
Ayman Baky, Founder of Baky Hospitality Group, affirmed that Egyptโs hospitality sector has witnessed remarkable development in recent years and has become capable of delivering experiences that match international hospitality standards, enhancing Egyptโs image among tourists and visitors.
Baky explained that the success of the hospitality industry depends primarily on its human capital, stressing the need to invest in preparing new generations of qualified professionals to lead the sector in the coming years. He noted that Egyptian hospitality has become a source of pride for the country, and that building successful brands requires attention to detail, service quality and the creation of experiences that leave a positive impression on customers.
Gioconda Scott, Founder and Chef at Moudira Farm Kitchen, affirmed that restaurants can play an important role in preserving Egyptian identity by relying on local ingredients and making use of agricultural products and traditional crafts. She noted that the dining experience is not limited to the quality of the dishes served; it is also connected to the environment in which the ingredients are grown, the way they are prepared and the relationship with the surrounding community.
Scott shared her experience at Moudira in Luxor, which relies on seasonal ingredients and local produce to prepare its dishes, reflecting the nature of the Egyptian environment and offering visitors an authentic experience connected to the place. She stressed the importance of involving people from communities surrounding tourism projects, training them and providing them with opportunities to participate in the hospitality industry. She also affirmed that preserving local identity in food and service is essential to delivering an authentic tourism experience that allows visitors to discover Egyptian culture through the details of everyday life.
For her part, Costanza Loffever DโOvidio, Head of Communications at Heritage Group, noted that luxury tourism is no longer limited to staying in luxury hotels. Instead, it has come to depend on offering an integrated experience that allows tourists to discover the culture of their destination and engage with its local community. She affirmed that Egypt has exceptional potential to develop this type of tourism, thanks to the diversity of its civilisational, cultural and natural heritage.
She stressed the need to move beyond the traditional image that reduces Egyptian tourism to the Pyramids and famous archaeological sites, affirming that Egypt possesses cultural, artisanal and artistic heritage, as well as human experiences, capable of captivating visitors.
Amir Fayo, Brand Architect, Creative Strategist and Founder of 69 Group, shared his personal experience in brand building, affirming that love and passion are essential elements in turning ideas into successful projects with global value.
Fayo explained that building a strong brand requires a clear creative vision, a distinctive personality and the ability to offer audiences a different experience. He also highlighted the success of Maison69 in reaching a global list of leading fashion stores after Business of Fashion, the specialised platform, selected it among the prominent stores offering distinctive experiences in fashion and design.
He affirmed that this experience reflects the ability of Egyptian businesses to compete globally when they are built on innovation, a distinctive identity and a focus on customer experience. He stressed the importance of believing in ideas and transforming personal passion into ventures capable of growing and expanding beyond the local market.
For his part, Ahmed El Genzoury, Founder of Mazyaj and Samara, highlighted the importance of the diversity of Egyptโs tourism destinations and the opportunities they offer for building projects and brands that draw on the cultural and historical uniqueness of each area.
El Genzoury shared his experience of establishing branches of his businesses in Downtown Cairo, explaining the importance of location and the character of an area in shaping a project’s identity and attracting its audience. He noted that Downtown Cairo has a distinctive architectural and cultural character, making it a destination capable of attracting visitors seeking different experiences.
He emphasised the importance of developing hospitality projects that engage with the character of their surroundings and draw on their history and identity, thereby enhancing the appeal of these areas and supporting tourism and commercial activity.
Mai Soliman, an Egyptian-Australian professional boxer and holder of the IBF International title and WBC Australasian Gold title, shared her personal experience in boxing and the challenges she faced throughout her sporting career. Her journey began with a deep passion for sport, which gradually developed into a professional career requiring years of training, discipline and determination.
She affirmed that reaching international championships was not an easy journey, but the result of continuous hard work, the ability to face difficulties and learn from different experiences, self-confidence and belief in one’s goals. She stressed that success is not achieved through talent alone, but also requires commitment, perseverance and the ability to overcome setbacks.
