Rixos Hotels Egypt and Inventum Global have signed a multi-year strategic partnership aimed at positioning Egypt as a leading global hub for luxury events, MICE, destination weddings and large-scale international gatherings.
Announced in Hurghada on 23 May 2026, the agreement will focus on promoting Rixos Hotels Egypt across key markets including India, the CIS region, the Middle East, Europe, the United Kingdom and the United States.
As part of the collaboration, two flagship properties — Rixos Radamis in Sharm El Sheikh and Rixos Premium Magawish Suites & Villas in Hurghada — will lead the initiative. Rixos Radamis, a 3,000-room property with extensive congress and event infrastructure, is being positioned as a pioneer in the emerging “Global Event City” category, designed to host large-scale weddings, international congresses, MICE events and entertainment productions within a single integrated destination.
Meanwhile, Rixos Premium Magawish Suites & Villas will target the ultra-luxury segment, focusing on destination weddings, boutique MICE programmes, corporate incentive groups and exclusive private events.
“Rixos Radamis is creating a new category in global tourism with its 3,000 rooms, unparalleled congress infrastructure, massive space and operational capacity, and Club Privé villas. This is not a resort — it is a category of its own.”
Erkan Yildirim
CEO & Managing Director
Rixos Hotels Egypt
He added that the partnership with Inventum Global would help position Rixos Hotels Egypt more strongly within the international MICE and luxury events industry through global-scale promotion and demand generation.
Under the agreement, Inventum Global will oversee international positioning, demand generation and promotional activities across five continents. The company will leverage its International MICE & Wedding Forum (IMWF) platform, hosted buyer programmes, FAM trips, global roadshows and strategic operator alliances to drive business to the Rixos Egypt portfolio.
“We do not merely market destinations; we prepare them for the future, strengthen their service infrastructures, and build global demand around them.”
Bunyat Ozpak
Co-founder
Inventum Global
He added, “What we are formalising today is not a marketing agreement — it is an architecture of category leadership.”
The partnership extends across the entire Rixos Hotels Egypt portfolio, including Rixos Premium Seagate, Rixos Premium Alamein, Rixos Montaza, Club Privé by Rixos Sharm El Sheikh and Swissotel Sharm El Sheikh.
According to both companies, the collaboration is designed as a long-term strategic initiative running through 2029, with the goal of establishing Egypt as a major player in the global luxury events and MICE tourism sector. Industry observers are already viewing the partnership as a potential benchmark model for destination positioning and demand generation within the global hospitality industry.
