Vision for Tourism and Sport

In the heart of Marrakech, a city long celebrated for its rich culture, vibrant souks, and timeless architecture, a new chapter is unfolding, one that places it firmly on the global stage of tourism and sport. Against this backdrop, we sit down with Kamel Abou-Aly, one of the Arab world’s most influential businessmen and a visionary whose footprint extends far beyond Egypt. As the founder of Pickalbatros Hotels & Resorts, Abou-Aly has redefined luxury hospitality across the region, and now his focus turns to Morocco, where his bold investments are part of a nationwide scale-up in the landscape of tourism and wellness. Under his leadership, the Pickalbatros Group owns a total of 40 hotels, with 33 properties in Egypt, 13 in Hurghada, 7 in Marsa Alam, 13 in Sharm El Sheikh and 7 in Morocco, including 5 in Marrakech and 2 in Agadir. The occasion that evening was the imminent opening of Sungo Hotel, September 19th 2025. This once-abandoned property has been transformed under his firm’s custodianship into a state-of-the-art destination poised to welcome not only travellers, but also the world’s athletes ahead of Morocco’s rise as a host for major international sporting events.

This isn’t the first time we’ve had the privilege of speaking with Abou-Aly; our previous conversation in He Magazine explored his vision for tourism and business, and his influence is widely recognized, with Forbes naming him among the Top 100 World Tourism Leaders.

Sungo hotel

The centrepiece of Abou-Aly’s latest venture in Morocco is the Sungo Hotel, a striking property in Marrakech that has quickly become the talk of the city. Once left dormant for nearly a decade, the hotel has been revived into a modern, world-class destination designed to serve both leisure travellers and the growing influx of sports tourism. Situated next to Marrakech’s FIFA-standard stadium, Sungo is uniquely positioned to cater not only to guests seeking luxury and comfort but also to athletes and teams arriving for major international tournaments. Speaking on Sungo, Mr. Abou-Aly said, “This hotel had been out of service for nearly a decade, tied up with banks and left in a state that looked nothing like what you see today. We made the winning bid, and over the past nine months worked around the clock to bring it back to life. On September 19, we’ll finally open our doors. What makes Sungo special is not just the luxury, but it’s a club hotel right next to Marrakech’s most popular stadium. With Morocco’s tourism on the rise, and with major events like the Africa Cup or even the World Cup on the horizon, this location will thrive. We’ve prepared the stadium to FIFA standards and built facilities tailored for professional athletes and teams, ensuring they receive the very best care. We’ve brought in the best in the football business to make it happen.” Its opening marks a significant milestone in the city’s ongoing transformation into a premier hub for tourism and global sporting events.

Aura spa

At the heart of Abou-Aly’s vision for his Moroccan hotels is a strong emphasis on wellness, with spas positioned as a defining feature of the guest experience. The spa brand is called Aura Spa. It was established in Morocco under Abou-Aly’s Pickalbatros umbrella. When discussing the beginnings of the journey into developing a spa, Mr. Abou Aly recounted, “Anything in this world needs to develop. No matter what you’ve accomplished, you always have to come back to zero and look at what’s new, methods, technology, and innovation. At the same time, the spa tradition is significant here, with its oils, scents, and atmosphere. Since we are in Morocco, it made sense to build Aura Spa here first before expanding into Egypt. We’ve developed a strong team, Madam Erradi Hourya the director of Aura spas and her colleagues are doing incredible work and today we operate six spas in Morocco with a seventh on the way.” he further explained the dynamic between the management systems of both the hotels and spas “While they collaborate closely with our hotels, we maintain both their administrative independence so they can excel, innovate, and grow independently. For me, spas and hotels are inseparable; in fact, you can often tell how good a hotel is simply by how good the spa inside it is.” The management of the hotels and spas is kept separate, a deliberate choice to maintain clear lines of communication and decision-making, ensuring each can focus on its strengths and succeed without overlap. Speaking more on the subject in detail, Mr. Abou-Aly said, “Soon we will be taking Aura over to Egypt, where our people will learn from what we’ve built here, and we hope to excel and pioneer this trade even further. These hotels and spas will certainly support the World Cup and other major sporting events, but our vision extends beyond that; we cater to the unique desires and needs of each location. When the country and market demand something like this, it sets the benchmark not just for upcoming events, but for every event to follow. With the experience we’ve gained here, we’re confident we can apply it everywhere we operate.

Morocco, known for its stable governance and commitment to fostering economic growth, has built a reputation for strongly supporting serious investors, and this spirit of collaboration is at the heart of Mr. Abou-Aly’s reflections on working with the Moroccan government. “Every function of the government here works in tandem, tourism, investment, all of it. When they find someone serious, someone they know will keep their word and stand by them in business, they support them 100%. Investment in Morocco has transformed; you can’t just buy land and sit on it. Morocco stands with those who stand by their word. And this isn’t just with us, it’s with many other business people as well. What’s promised at the start is always delivered at the end, which means you can work here without issues or anxiety.’ he continues by recounting “During COVID, for example, when we built the White Beach Hotel, they told us if we finished within the allocated time, they would return 50% of the land’s value, and that’s exactly what happened. My experience has been excellent and deeply respectful, and I’m delighted with the cooperation between Morocco and Egypt, which continues to grow every day.”

Arab Federation for Tourism and Sports

One of the initiatives Mr. Abou-Aly is most passionate about is the Arab Federation for Tourism and Sports, an idea born from the belief that sports can unite Arab nations and drive regional cooperation. Mr.. Abou-Aly serves as the President of the Arab Federation for Tourism and Sports, an initiative he co-founded with a friend, Dr Sultan Al Yahyaei, President of the Arab Federation for Tourism Media, after the two conceived the idea of creating a platform to strengthen regional cooperation through sports. The concept of the Arab Federation for Tourism and Sports is to unite Arab nations through sports by promoting collaboration, organizing regional events, and linking sports with tourism to boost both industries. It aims to create opportunities not just in football, but in all disciplines. Speaking on the federation, Mr. Abou-Aly said, “We as Arab nations have every possibility to succeed, we just need to use our strengths and push each other forward. The goal is for us as Arabs to truly support one another. If we develop this further, it won’t just be football, but also Formula One, tennis, squash, and so many other sports that can unite us. It’s about encouraging sports tourism and building something greater together.”

FIFA World Cup in Morocco

As our conversation delved deeper into sports, Mr. Abou-Aly’s focus turned to Morocco’s ambitious preparations for the World Cup, a stage he believes the kingdom is more than ready to embrace. He said, “Morocco is more than ready to host the World Cup. If I could rate it, I’d say a million out of a hundred. The country has developed tremendously, the infrastructure is in place, and the stadiums are nothing short of amazing.” Taking the opportunity, we further asked about what Egypt still requires to be able to host a Football World Cup, and Mr. Abou-Aly responded, “Egypt is missing nothing, it has everything in its favour. Over the past decade, the country has seen incredible development. Our road network is robust and more than capable of handling heavy traffic, the quality of our infrastructure is world-class, and when it comes to construction, we can build whatever is needed in record time. We also have the hotel capacity to welcome visitors in the numbers a World Cup would demand, we just need to work better together and have good coordination.”.

Mr. Abou-Aly spoke about how closely sports and tourism are connected, with each helping the other grow and retaining value after significant events. “Tourism is tied to sports, and sports are tied to tourism. Tourism has a huge margin to touch all types of mediums, including sports, and hotels are just one of many services within that. In Marsa Alam, we even built a FIFA-standard stadium similar to the one here, and the truth is, anything you shape in the landscape can greatly impact its value. It doesn’t need to be only for top-tier teams; second and third division clubs also add to that value.”

The World Cup is more than just a football tournament; it is a global stage that can redefine a nation’s image, boost its economy, and unite its people under one shared passion. When asked what it would take for Egypt to host a World Cup in the future, Abou-Aly shared his vision with conviction. “We should all sit at one table, create an agenda, and make sure it’s achievable. Start small and grow, but always with one goal in mind: Egypt’s success. It shouldn’t be about individual glory; everyone needs to forget themselves and focus on the country,” he continued“I want Egypt to host the World Cup, because it can propel the country even further. An event of that scale brings everyone’s focus together, with the drive to outdo the last host nation, and that pressure ensures we get it done. I hope 2038 is hosted in Egypt, but it will take the whole nation to put in the effort. We’ve already accomplished amazing things; the new capital is world-class, and we only need a few more steps to truly achieve receiving the bid. It's crucial to identify that football as a sport is the vibe and the heartbeat of nations.”  

The passion for Football

Football, a lifelong passion for Abou-Aly and a central pillar of his business and philanthropic ventures, underscores his belief in the sport’s power to shape communities and elevate nations, a commitment reflected in his connection to the local Moroccan club Kowakeb El Marakeshy. Kawkab El Marrakesh, often called Kawkab Marrakech, is a historic football club founded in 1947 and based in Marrakech, with a legacy as one of Morocco’s most recognised and community-rooted teams. When asked about his connection to the club, Mr. Abou-Aly said, “We sponsor Kawkab Marrakech, a historic football team here in Morocco. I’ve always believed that companies need to have a genuine social responsibility connection with the countries they operate. About six years ago, we reached an agreement with the club, and since then, our support has been part of that commitment to community.”

With his deep involvement in football, we asked Mr. Abou-Aly a hypothetical question on what changes he would make if he were at the helm of Egyptian football. He responded, “If I were leading Egyptian football, I would reduce the number of teams owned by companies and instead focus on strengthening provincial and city clubs, because in no other league do we see this. I would also invest heavily in building the most robust academy system possible to nurture the incredible talent we already have. Too many young players are forced to give up on their dreams because they don’t have the right support or opportunities, and in the end, it’s the nation that loses out. By creating proper facilities and a system that allows them to pursue the game longer, we could truly sustain Egypt’s potential in football.”

Delving further into the discussion about the Egyptian League, as the President of Al-Masry Club, located in Port Said, Mr. Abou-Aly has a massive passion for Football in Egypt. When asked when Al-Masry would win the league, he responded bluntly, “When the referee corruption stops, when the unfair treatment ends”, criticizing what he sees as a broken refereeing system that undermines the very integrity of the league. He continued by saying “Right now in Egypt, it feels like we’re playing against more than 11 opponents, referees included. Unless mentalities change, this league will never truly serve the nation.” he continued by elaborating “We play in a league now with four referees and three VAR officials, so it often feels like we’re up against 18 or 19 opponents each match. There’s no chance to win unless mentalities change. We want a league that serves the nation, not private interests. The problem is that we don’t know anything about the referees, their biases, their backgrounds, or even which clubs they grew up supporting, like in other leagues where this information is transparent.” He further said “There are some outstanding referees in the Egyptian league, but there are also those who are blatantly terrible at their jobs. I know I’ll get a lot of heat for saying this, but I welcome it—if I’m proven wrong, so be it. The truth is, refereeing here directly affects the quality of our league, and it’s painfully evident when you follow it closely. In light of his frustrations with officiating standards, Mr. Abou-Aly floated a bold solution he believes could restore fairness to the league. “I wish the referee committee would bring in foreign referees for critical matches. Let’s try it and see how it runs; you’ll see far fewer errors. I’m even willing to finance the endeavour, as long as the other clubs in the league agree to it. Pyramids FC already requests foreign referees, and I believe it could be a real solution.”

Golf

Another sport Mr. Abou-Aly has a lot of time for is Golf, a sport in Morocco that has established itself as one of the country’s most attractive sporting and tourism draws, supported by its stunning natural landscapes and favorable year-round climate. Marrakech alone is home to twelve golf courses, many set against the striking backdrop of the Atlas Mountains. At the same time, other major cities such as Agadir, Rabat, and Casablanca also offer premier facilities. When asked about his investment in Golf, Mr. Abou-Aly said, “It’s definitely one of my priorities. We own this golf area and another here as well. This golf area in Marrakech dates back to 1939, and it was actually one of the first places I visited in Morocco back in 1993. We’re delighted with the development of golf in the country. I would also like to thank the Golf Federation under the leadership of Prince Moulay Rachid for their efforts and vision.” When asked about how Morocco keeps producing so many good golfers, Mr. Abou-Aly explains, “The winter season here starts in October and ends in April, what we call the high season. Marrakech alone has 12 golf courses, and that’s just one city in this country. With so many natural views and perfect weather conditions, Morocco has become a true golf destination. It’s no surprise the country produces such good golfers, because the environment, facilities, and passion for the sport are all here.” Inquiring further about his Golf investments in Egypt, he details, “Regarding golf in Egypt, after a year of effort, we’ve made significant progress with our clubhouse there. In just a month or two, it will be fully on the same level as the one we have here in Morocco, thanks to the professionals and experts working with us. We’re committed to expanding golf in Egypt, and we have brought in many specialists to support the projects we’re developing”.

The International Golf Travel Market (IGTM), founded in 1998, stands as one of the world’s most prestigious expos dedicated to everything golf, bringing together destinations, resorts, and industry leaders to shape the future of golf tourism. Mr. Abou-Aly emphasized that his firm intends to have a strong presence at the coming IGTM in November, representing both Morocco and Egypt as emerging hubs for golf tourism. “The IGTM Expo is exquisite for everything golf it’s one of the most important and oldest, dating back to 1998. We’re there for both Morocco and Egypt. At our Marrakech golf venue, we’re also preparing a tournament this November to celebrate the Maseera Khadra, organized by Piki Patrous in remembrance of the occasion.” 

As the sun sets over Marrakech, it is evident that Kamel Abou-Aly’s vision extends beyond just bricks, mortar, and the expansive fairways of golf courses. His projects in Morocco, which include hotels, spas, sports facilities, and golf developments, embody a deeper philosophy: creating spaces that nurture communities, enhance tourism, and foster a culture of excellence. Through his investment in world-class facilities for athletes, his support for local football clubs, and his innovative approach to spa experiences with Aura, Abou-Aly’s impact is as much about people as it is about places. His story reflects not only growth but also a belief that hospitality and sports can serve as instruments of opportunity, building bridges between nations, industries, and individuals. In this vision, both Egypt and Morocco stand to benefit greatly and even take the lead.

Interviewed by: Amr Selim

Creative Director: Nour Selim

Photographer and DOP: Abdelrahman El Dash

Camera Assistant: Younes

Written by: Mahmoud Demerdash

Location: Pickalbatros Sungo Hotel Club, Pickalbatros Hotel Du Golf

Marrakech - Morroco