Dahlia El Kordy: “Amer Holding doesn’t follow market trends, it creates them”

Egypt’s real estate market is undergoing rapid changes and facing unprecedented competition. In this environment, leadership is no longer measured solely by sales volumes or the number of projects, but also by a company’s ability to anticipate market shifts, introduce new concepts, and offer experiences that go beyond the traditional real estate product.

In this context, Amer Holding has established itself as one of the leading forces in the Egyptian market, by pioneering the concept of integrated communities that combine investment potential with quality of life, offering a distinctive model that redefines the relationship between customers and the places they choose to live or invest in.

In this interview, Ms. Dalia El Kordy, CCO of Amer Holding, discusses the group’s strategy for the coming period, her view of the changes reshaping the real estate market, and its expansion and investment plans. She also reflects on the key stages of her career and the experience she has gained across the real estate sector.

Based on more than 25 years of experience in real estate, how has the role of public relations changed in today’s market?

Public relations has become a fundamental pillar in the success of any real estate company. It is now a strategic function that companies cannot overlook, particularly given the pace and scale of change across the market.

When we entered the real estate sector in 2005, the market looked completely different. The number of major developers was limited to no more than three, and customers had relatively few options. As a result, it was much easier for a project to stand out and build market visibility.

However, today the market equation has changed significantly. The number of developers has risen to more than 300, while the investment map has expanded to include over 25 destinations, extending from East and West Cairo to the New Capital, Mostakbal City, and other locations.

With this level of diversity and competition, delivering a good project is no longer sufficient on its own. Success also requires an effective public relations strategy that can build the developer’s image, strengthen credibility, communicate its key points of differentiation, and help customers make informed investment decisions amid a wide range of choices.

What were the main stages of your career, and how did they shape your current approach to business and management?

My professional career spans more than 35 years and includes experience across several sectors that helped shape my perspective on business and management. I spent the first 10 years of my career in the fast-moving consumer goods sector before moving into real estate, where I have now worked for more than 25 years.

I began my professional journey with several leading organizations, including Al-Homaizi Foodstuff Company, across Kuwait and Egypt, home to renowned brands such as Pizza Hut and Arby’s, in addition to Raya Holding and Al Ahram Beverages. Throughout these experiences, I developed extensive expertise in sales and marketing, consumer behavior, and brand management and development.

That period taught me how to make timely decisions, understand changing market needs, and manage large-scale sales operations. Although fast-moving consumer goods and real estate are very different products, the fundamentals of success remain largely the same: understanding the customer, building trust, and delivering genuine value that strengthens the position of the brand.

This accumulated experience became an important asset when I moved into real estate. It enabled me to develop a broader perspective that combines marketing expertise, market understanding, and the ability to create a stronger customer experience.

How did your journey with Amer Holding begin, and what encouraged you to join the company?

My journey with Amer Holding began in 2006, when I saw a newspaper advertisement seeking senior professionals in marketing and sales. Real estate was not my direct area of experience at the time, but I applied for the opportunity. The real turning point came when I met Mansour Amer, the group’s Founder.

What attracted me was not only the scale of the investments or the size of the projects, but also the ambition behind the company’s vision and its determination to turn ideas into reality. However, Eng. Mansour Amer, had a clear plan to introduce the integrated lifestyle concept to the Egyptian market by developing destinations that brought together homes, entertainment, and services in a way that met the needs of families through a new model.

I was also attracted by his belief in the importance of developing new areas and creating genuine value through investment in promising locations. Amer Holding was able to translate that vision into projects that made a clear and lasting contribution to Egypt’s real estate market.

In an increasingly competitive market, how did Amer Holding move from being a strong competitor to a company that helps shape market trends and redefine the real estate experience?

The main difference between a market leader and a trendsetter is not simply the volume of sales. It is the ability to create lasting change in the market and in customer expectations. A market leader competes within the existing framework, while a trendsetter helps create a new one.

From the outset, Amer Holding adopted a different approach to real estate development. We did not see property as merely a unit or a built space, but as an integrated lifestyle experience combining housing, services, entertainment, and hospitality. This approach led us to develop integrated communities that offered a new model for both living and investment.

We were among the early developers to shift the concept from owning a unit to owning a broader lifestyle experience. This was reflected in projects such as the marina-view units at Porto Marina and the integrated entertainment experience at Porto Sokhna, which introduced distinctive elements including the cable car and golf courses.

We also adopted flexible investment models at an early stage, including fractional ownership, to provide solutions that could meet the needs of different customer segments.

Ultimately, we believe that the success of a real estate project should not be measured by construction quality alone, but also by the developer’s ability to create a vibrant and sustainable community. For that reason, we focus on operating our projects and supporting them with hospitality, retail, dining, and entertainment brands so that they offer a complete experience beyond traditional housing.

What has Amer Holding achieved to date in terms of project development and unit deliveries?

Amer Holding has developed approximately 20 million sqm and delivered more than 100,000 residential units across its various projects. These figures reflect the group’s long experience and execution capabilities, as well as its ability to develop integrated projects that combine quality, product diversity, and large-scale delivery.

What sales targets has Amer Holding set for 2026?

The company’s sales targets for this year reflect its continued growth, supported by its ability to develop new projects, launch subsequent sales phases, and further strengthen its project portfolio. These targets also demonstrate confidence in the quality of the company’s real estate offerings and its commitment to meeting evolving customer needs and market demands.

Which projects are expected to see new sales phases in the coming period?

Amer Holding is preparing to launch new sales phases in several strategic projects. These include Porto Grande on the North Coast, where the group is targeting approximately EGP 2.5 billion in sales, and Golf Porto Alamein, which has a sales target of up to EGP 3 billion.

The group is also preparing to launch the first phase of Aqua Wanders on the North Coast through a limited release of units, with a sales target approaching EGP 2 billion. These launches form part of the group’s strategy to diversify its portfolio and respond to growing demand for distinctive real estate products.

How are unit deliveries progressing across Amer Holding’s projects, and which developments are currently witnessing handovers?

We are progressing in line with the approved delivery plan and are continuing to hand over units in several projects during the current year. The main projects currently witnessing deliveries are located in Ain Sokhna and Port Said, in addition to the Golf project.

We remain committed to the agreed delivery schedules, as this is essential to maintaining the company’s credibility and strengthening customer confidence in our ability to meet our commitments.

How has Amer Holding’s hospitality portfolio developed, and what are the group’s plans for further growth in this sector?

Amer Holding’s hospitality portfolio has expanded considerably and currently includes around 2,000 hotel rooms across five hotels. The group has doubled its hotel capacity in response to the continued growth in tourism demand.

In addition, the Group has invested nearly EGP 1 billion in the re-innovation of Porto Marina, increasing its hotel capacity while also enhancing the quality of services across destinations such as the North Coast and Ain Sokhna.. These investments form part of the Group’s broader strategy to enhance the investment value of its assets and further strengthen its hospitality business.

What is the scale of the Porto Grande project on the North Coast?

Porto Grande, extending over an area of 1.6 million square meters, is one of Amer Holding’s largest projects on the North Coast, comprising approximately 30,000 residential units. The project features a variety of phases, including “Aqua Wonders,” inspired by the Water-Centric Living concept, and “Cruise World,” which includes five cruises and is planned for delivery within four years, in addition to other phases that contribute to the diversity of the project’s real estate offerings.

What gives Porto Marina a competitive advantage in the market?

Porto Marina is not simply another project in our portfolio; it is one of our most successful real estate investment models. Its high year-round operating levels give it a clear competitive advantage and help deliver sustained value and returns for customers, particularly alongside the rapid development taking place in New Alamein City.

What are the latest developments at Porto Marina, and how much has the group invested in upgrading the project?

Porto Marina continues to undergo development as part of our plan to improve the quality and long-term investment value of the group’s assets. We have invested nearly EGP 1 billion in upgrading and modernization works,

including expanding the hotel’s capacity to 600 hotel rooms, which are managed under the international “M Hotels” brand. These investments aim to enhance the customer experience and strengthen the project’s position as one of the leading tourism and real estate destinations on the North Coast.

What is the strategic importance of Porto Minya within Amer Holding’s portfolio, and what are the latest developments at the project?

Porto Minya is a strategic project within Amer Holding’s portfolio, where the group holds real estate inventory valued at approximately EGP 7 billion. This reflects our confidence in the investment opportunities available across Upper Egypt.

The project extends over 250,000 sqm and includes around 2,500 units, with a  1.5-kilometerNile frontage. We completed the delivery of the first phase and officially opened the project last year. Work is continuing on the remaining phases and on expanding the range of services available, with the aim of consolidating Porto Minya’s position as one of Upper Egypt’s leading integrated urban developments.

What distinguishes Porto Port Said, and how far have construction and unit deliveries progressed?

Porto Port Said is an integrated development that reflects Amer Holding’s approach to creating destinations that combine housing, entertainment, and essential services. The project includes a two-kilometer beachfront, a sports club, and a hotel with 180 rooms, providing a broad range of facilities for both residents and visitors.

In terms of delivery, we have handed over approximately 3,500 units out of a total of 5,000 units. Work on the remaining phases is continuing according to the approved schedule.

How important is the integration of educational services within Amer Holding’s communities?

We believe that the success of integrated communities depends on the seamless integration of essential services, with education being a fundamental pillar. Accordingly, Nermine Ismail operates a school within Porto Said, while another school is currently under development at Porto Minya.

The group is also in the process of selecting the educational operator that will manage the new school.

What are Amer Holding’s plans to expand its entertainment offerings and improve the customer experience across its projects?

We continue to develop the entertainment components of our projects because we consider them an essential part of the customer experience and an important contributor to the overall value of each development.

As part of this approach, we are preparing to develop the largest water park on the North Coast in cooperation with specialized Chinese experts. The project is intended to strengthen the appeal of our developments and position them as integrated destinations for recreation, tourism, and accommodation.

Is Amer Holding considering new investment opportunities in the coming period?

Yes. Amer Holding continues to assess promising investment opportunities in locations with strong growth potential, particularly coastal governorates, areas overlooking the Nile, and the Red Sea region.

This forms part of the group’s strategy to expand its project portfolio and enter new locations that can support future growth while offering genuine value to customers.

As the government seeks to promote Egyptian real estate exports, how has Amer Holding strengthened its presence in regional markets?

We are seeing strong and growing demand for our projects across regional markets, reflecting the confidence that the Porto brand has built over many years. We recently participated in major real estate exhibitions in Saudi Arabia and Qatar, where we achieved strong results and ranked among the leading Egyptian developers in terms of sales.

Sales to buyers outside Egypt, including foreign customers, Egyptians working abroad, and Arab buyers, currently account for between 20% and 30% of the group’s total sales.

This share reflects the growing regional appeal of Egyptian real estate and the competitiveness of the Porto offering, which combines investment value with an integrated lifestyle concept.

Following Amer Holding’s success in the Egyptian market, is international expansion becoming a major pillar of the group’s future growth strategy?

International expansion is one of the options we are examining as part of our future growth plans. However, we approach such a step carefully and base any decision on a detailed assessment of the market and the investment opportunities available before moving into execution.

We recently conducted an exploratory visit to Libya to assess potential investment opportunities and present our experience and business model. We encountered considerable interest from local investors and discussed several possible opportunities, including strategically located seafront land plots.

We are currently evaluating these opportunities carefully to assess their alignment with the Group’s strategy, their potential to deliver meaningful value, and their ability to support future expansion while maintaining the quality standards associated with the Porto brand.