A Driving Force in International Sports Tourism

As global interest in sports tourism continues to grow, Egypt has emerged as a rising hub for international sporting events, seamlessly blending its rich cultural heritage with modern hospitality and athletic infrastructure. A key mover in this development is Concorde Hotels & Resorts, a brand that has invested significantly in world-class facilities and has successfully hosted a wide range of championships, including equestrian, squash, football, and taekwondo. By combining luxury accommodations with professional training environments, Concorde has carved out a unique niche that appeals to athletes, federations, and fans alike. However, while these initiatives highlight the private sector's innovative role, they also raise important questions: Is Egypt doing enough to fully leverage the economic and reputational potential of sports tourism, or could more be accomplished through enhanced marketing, improved government coordination, and a comprehensive long-term national strategy? At Sports & Fitness, we conducted an in-depth interview with Moteia Ismail, Chairman of Concorde El Salam Hotels in Egypt since 2000, where we explored the depth of Concorde El Salam’s impact on sports tourism, its pioneering role in hosting international events, and the vision shaping its future.

Does Egypt's organization of international sporting events adequately leverage sports tourism for economic growth, or can more be achieved?

“Sports tourism in Egypt is a significant and rapidly growing sector of the tourism industry. In recent years, Egypt has successfully hosted numerous international and local championships, including marathons, squash tournaments, handball championships, camel racing, diving competitions, and other sports that attract global interest.

At Concorde Hotels & Resorts, we have hosted numerous international championships and competitions, particularly in equestrian sports, as well as the Taekwondo Championship, which took place in the indoor arena in Sharm El Sheikh.
We have established the German Football Academy at our hotels in Cairo and Sharm El Sheikh, where students participate in professional programs to learn the fundamentals of the game under the guidance of a German coach we hired to train children and youth. This academy is designed according to international standards, featuring a specialized pitch, fitness facilities, and all the necessary equipment.

Additionally, we have set up a squash academy with glass courts at the Concorde Cairo Hotel, aimed at teaching the sport professionally and nurturing a new generation capable of achieving international titles.

Concorde Sharm El Sheikh has become a preferred destination for sports camps, hosting both local and international teams who take advantage of our facilities while enjoying our hotel services and the area’s natural beauty.

Regarding the economic return on sports tourism, it's important to understand that it requires significant investments in international-standard facilities approved by global federations. These facilities are often built within resorts. When accompanied by effective marketing and promotion efforts, these investments can yield strong economic returns. At Concorde Hotels & Resorts, we ensure direct communication with international teams and federations that have recently started holding their training camps in Sharm El Sheikh and other locations in Egypt.”

Is there effective collaboration between the Ministry of Tourism and the Ministry of Sports to promote investment in sports tourism? What suggestions or recommendations would you add? In other words, what does Egypt still need to improve in order to host more major international sporting events?

“All sporting events held at resorts are coordinated with the Ministry of Tourism and Antiquities, the Ministry of Youth and Sports, and the management of the resorts. There is ongoing cooperation aimed at achieving strong economic returns from these championships.

I believe the Egyptian government has recently become very focused on promoting sports tourism across various cities. However, more effort is needed in marketing and in creating a fixed annual calendar of sporting events, including their dates and locations. I also see the importance of reviving international fishing competitions that were previously held in Hurghada.

At Concorde Hotels and Resorts, we even launch marketing campaigns at our own expense to promote the championships we organize, and we maintain direct connections with both local and international federations.”

Why are many sports federations and organizations now choosing to host tournaments in hotels or private resorts instead of in stadiums and sports halls?

“This statement is completely accurate. The reason behind this is that federations and organizations prefer environments that reduce stress for players. Hotels offer unique features that are not typically found in traditional sports facilities, as they blend leisure and sports in one location. For instance, after training at Concorde Sharm El Sheikh, players can take a swim or relax on the beach of the Red Sea, allowing them to recharge before returning to their training with renewed energy.

Moreover, the accommodations provided for athletes in hotels are significantly more comfortable and luxurious compared to sports halls, which often lack these comforts. Hotels deliver the essential rest and amenities required for athletes to perform at their best.”

Both Concorde Cairo and Concorde Sharm El Sheikh feature extensive sports facilities. When did this vision start, and what are the key facilities today?

“At Concorde Hotels & Resorts, our vision extends beyond merely offering sea-view rooms; we strive to enhance the tourism experience through sports activities. This commitment has positioned us as leaders in the realm of sports tourism.
To support our vision, we established the German Football Academy in both Cairo and Sharm El Sheikh. This academy, managed by a German coach, features modern gyms and professional pitches. In addition, we opened a squash academy in Cairo, equipped with international-standard glass courts and staffed by expert trainers.

Contemporary tourism thrives on diversity; it cannot be confined to traditional holiday packages. Sports facilities attract various segments of tourists, often with higher spending power. This philosophy has led Concorde to receive multiple awards, including a certificate of appreciation from the Egyptian expatriate camps hosted at Concorde Sharm El Sheikh.

In Cairo, we have developed a range of amenities, including badminton courts, five-a-side football pitches, glass squash courts, a billiards hall, tennis courts, table tennis facilities, and equestrian and squash academies. All these facilities are internationally accredited.

Concorde Sharm El Sheikh is particularly distinguished with over three equestrian tracks and a notable history in equestrian competitions. Similarly, Concorde Cairo organizes international equestrian championships, building a strong global reputation thanks to its robust infrastructure.”

Your group evidently has a strong interest in equestrian sports. Does this stem from your personal sporting background?

“Equestrianism has always held a special place in my heart. I grew up close to the horses raised by my family and began competing as a child, continuing into early adulthood. This passion led me to establish equestrian academies at our hotels in Cairo and Sharm El Sheikh, where I believe it is essential to teach children this sport, which is rooted in Arab tradition.
We also built international-standard tracks in Sharm El Sheikh for equestrian competitions. In just a few years, our facilities became a hub for international events, attracting unprecedented global attention.”

What type of sporting events does Sharm El Sheikh attract compared to those in Cairo?

“Each city has its own unique character. Sharm El Sheikh, with its stunning Red Sea beaches and year-round pleasant weather, is perfectly suited for a variety of sports. We have challenged the stereotype that Sharm is solely a destination for diving or water sports by successfully hosting international championships in equestrianism, squash, and tennis.
Similarly, in Cairo, we have created new opportunities and unique experiences. Our approach focuses on going beyond the ordinary to truly stand out.”

You have hosted numerous local, regional, and international championships. Which ones do you consider the most important?

“Over the past few years, we have developed our own calendar of events in Cairo and Sharm El Sheikh. These events include the International Taekwondo Championship in Sharm El Sheikh, held at the city's indoor arena, the International Equestrian Show Jumping Championship with participants from over 16 countries, the International Tennis Championship, and the International Squash Championship.

Additionally, we have become one of the most popular hotels for training camps, thanks to our accredited facilities, which give us a competitive edge in Sharm El Sheikh. Many federations now actively seek to hold their training camps at our sports complex, which features pitches, gyms, and rehabilitation centers that meet international standards.”

It’s evident that you are still expanding your sports facilities. What are the most recent additions?

“Concorde Hotels & Resorts is committed to investing in sports infrastructure. These facilities are carefully planned and developed based on thorough studies of the sports tourism market. We have horse tracks in Sharm El Sheikh to meet the increasing demand for equestrian events. Additionally, we organized the International Taekwondo Championship at Sharm El Sheikh's indoor arena.

We have also established the German Football Academy in both Cairo and Sharm El Sheikh, where a German coach provides professional training for children. Furthermore, a squash academy has been set up in Cairo to nurture the next generation of Egyptian champions.”

You also offer luxury leisure services specifically designed for sports fans, including Café Seven. Can you share more details?

“Tourism is more than just providing hotel rooms; it encompasses a complete industry that caters to all guest needs. At Concorde, we have developed specialized restaurants and cafés to serve specific audiences. One such establishment is sports lounge Seven at Concorde Cairo, which is tailored for sports fans. It has become a vibrant hub where fans can enjoy high-quality service and a lively atmosphere that enhances their sporting experience.”

Have the sports facilities generated financial returns that are proportional to the scale of investment?

“Our main goal was not just to achieve financial returns, but to diversify our tourism offerings and establish Concorde Hotels & Resorts as a leader in sports tourism. While this approach has led to significant financial benefits, we take equal pride in the recognition and growth it has brought us.”

Were the benefits solely financial, or did hosting sports events also enhance marketing and reputation?

“In tourism, the promotional value often outweighs direct financial gains. Hosting these events has enhanced our brand image, linking Concorde with international championships. This positive reputation among federations and travel organizers has significantly improved our marketing and positioning.”

Which global sporting event do you dream of seeing hosted in Egypt, and which event would you like to see held at your hotels?

“Our ambitions are limitless. I dream of seeing Egypt host the FIFA World Cup, with stadiums throughout the country filled with enthusiastic fans. Specifically, I envision hosting the World Equestrian Championship at Concorde Sharm El Sheikh and having our sports complex serve as one of the official training camps for the FIFA World Cup.”