El Gouna is more than a destination — it’s a philosophy. When Mohamed Amer describes it as “life as it should be,” he’s not reciting a slogan but reflecting a lived experience. “World-class services across the board, quality of life that is extremely unique – no pollution, no traffic, kite surfing, 670 outlets in four marinas, sixty different events every year, and more than fifty nationalities,” he says with quiet pride. Spread across Egypt’s eastern coastline, El Gouna blends nature, architecture, and community into a way of life that feels intentional. It’s a place where living, working, and creating happen seamlessly, where the pace of life is designed, not imposed.
To truly understand the soul of El Gouna, one must understand the vision behind it. In this exclusive Robb Report Africa interview, contributing editor Jason Coke sits down with Mohamed Amer, the leader shaping the town’s future.
They discuss the philosophy of “life as it should be,” the balance between progress and preservation, and the ambition to build a sustainable legacy that will serve as a blueprint for the continent.
Watch the full conversation below.
Beyond the Resort: A City Designed with Purpose
Unlike many new developments that rise quickly but lose their identity, El Gouna has grown with purpose. The town is divided into ten districts and over forty neighborhoods, each with its own rhythm yet bound by a shared architectural and cultural language. With more than 12 kilometers of shoreline, four marinas, and two golf courses, it retains the intimacy of a small coastal town while offering the sophistication of a cosmopolitan hub. Designed by world-renowned architects like Víctor Legorreta, El Gouna’s visual language celebrates both modernity and heritage. Its soul lies in its balance — between progress and preservation, energy and ease.
The El Gouna Film Festival: Egypt’s Cultural Beacon on the Red Sea
The El Gouna Film Festival embodies the town’s creative spirit. For Amer, it’s not just an event, but a statement of Egypt’s cultural confidence. “You need to experience it to appreciate it,” he says. The festival brings together filmmakers, artists, and audiences from across Africa and the Arab world, using storytelling as a form of soft power. It has become a bridge — connecting Egypt’s creative heritage with a global audience while shining a light on emerging African voices. More than red carpets and premieres, it’s an engine of narrative diplomacy that shapes how the world sees the region.
From Co-Working to Commerce: The New Economic Engine of the Coast
Amer’s focus extends beyond hospitality to entrepreneurship and innovation. “G Space – co-working space, El Gouna Business Park, start-ups for SMEs – over 500,000 square meters,” he notes, underscoring the town’s growing economic ecosystem. El Gouna is fast becoming a haven for creators and entrepreneurs who value access, community, and lifestyle in equal measure. It represents a new model for how luxury and business can coexist — where culture drives commerce, and quality of life fuels creativity.
A Pan-African Hub for Art, Music, and Design
El Gouna is also a meeting point for African and Arab creators. Its film festival, business park, and creative spaces make it a natural bridge for collaboration across regions. Amer’s vision is to see artists not only perform in El Gouna but produce, collaborate, and innovate here. It’s a space where the future of African storytelling, music, and design can take root — not as a seasonal showcase but as a year-round creative economy.
Sustainability by Design: A Founding Principle, Not an Afterthought
Sustainability isn’t a talking point here; it’s a founding principle. From its early days, El Gouna has prioritized environmental stewardship, architectural harmony, and social balance. Amer speaks often about ambition tempered with responsibility — ensuring that every new project enhances rather than erodes what makes the town special. This mindset has turned El Gouna into Egypt’s first fully integrated sustainable town, and a model for environmentally conscious luxury living on the continent.
The Ultimate Competitor: A Vision Built to Outlast Time
When people compare El Gouna to Dubai or Sharm El Sheikh, Amer’s answer is disarmingly simple: El Gouna isn’t competing with other cities — it’s competing with time. The focus is on staying relevant, maintaining authenticity, and evolving without losing character. It’s a city designed to last, one that grows deeper rather than just larger.
El Gouna’s Legacy: Redefining Modern African Luxury
To outsiders, El Gouna might appear as a resort town. But to those who experience it, it’s something entirely different — a cultural capital in motion. It’s a place where luxury isn’t defined by excess, but by harmony; where innovation meets tranquility; and where Africa’s creative and economic potential takes tangible form. For global travelers, investors, and creators alike, El Gouna represents a new expression of what modern Africa can be — confident, sustainable, and beautifully intentional. When Amer looks ahead twenty years, his ambition is not for El Gouna to be known as just a destination, but as a legacy. A place that stood for intelligent design, cultural exchange, and sustainable progress. A community that showed the world that Africa’s luxury can be thoughtful, grounded, and visionary — a living proof of what “life as it should be” truly means.
