Held in the enchanting coastal enclave of Somabay on the Red Sea, the ninth edition — titled Egypt Reset — attracted over 200 influential private sector, government, creative industries, and academia leaders from Egypt and beyond.
The collective ambition of these individuals and institutions demonstrated how Egypt is, perhaps for the first time, trying to tell its own story on its terms — far more nuanced and forward-looking than the often one-dimensional portrayals seen abroad.
Government vision
Key figures in Egypt’s economic development were at the forefront of the summit.
Minister of Planning, Economic Development, and International Cooperation Rania Al-Mashat highlighted the country's response to ongoing global instability, acknowledging the economic shocks that have unfolded since 2020.
She stressed the need for macroeconomic stability to attract investment and emphasized the government’s determination to continue structural reforms.
"The state is firmly committed to creating an investment-friendly climate by simplifying procedures, ensuring policy clarity, and reinforcing transparency," Al-Mashat said, underscoring Egypt’s readiness to welcome more foreign capital.
She also shared positive economic news, revealing a 4.3 percent GDP growth rate in the second quarter of the fiscal year—the highest quarterly growth in over two years.
Minister of Youth and Sports Ashraf Sobhy gave insights into the burgeoning sports sector.
Since 2018, the ministry has spearheaded efforts to boost investments in sports, with over EGP 30 billion in off-budget investments.
"Sports have become a major industry and one of the key sectors attracting both local and foreign investment," Sobhy pointed to the Olympic Champion project, an initiative to nurture elite athletes to represent Egypt internationally.
The project exemplifies how Egypt leverages its rich cultural and athletic potential to foster a robust investment environment.
Bridging generations
While the summit was firmly rooted in governmental and business strategy, it also provided a crucial space for dialogue between Egypt’s established powerbrokers and the next generation of creative leaders.
This intergenerational collaboration has become a hallmark of the summit, with Lamia Kamel, who founded the summit in 2016, steering the event with a vision to elevate Egypt’s global image through the voices of those shaping the country’s future.
Her vision is grand: to elevate Egypt’s image through the voices of those shaping the country's future across a spectrum of industries.
Kamel’s leadership has made the Narrative PR Summit an influential platform for bringing together global thinkers, industry leaders, and Egyptian creatives.
As the summit has grown, it has been endorsed and supported by key ministries and government figures, underscoring the importance of fostering a thriving cultural and creative economy.
The Ministry of Culture, the Ministry of Tourism and Antiquities, the Ministry of Communication and Information Technology, the Ministry of Planning, Economic Development, and International Cooperation, and the Ministry of Youth and Sports have all lent their support to the event, recognizing its potential to bolster Egypt’s international image.
However, the summit is not just about governmental endorsement—it is a space where Egypt’s private sector plays an active and critical role.
Somabay's involvement as sponsor and participator, through its CEO, Ibrahim El Missiri, is an example of how private entities can play a pivotal role in the country's cultural and economic growth.
One of the summit's most significant elements is its ability to draw attention to how the private sector and government can collaborate.
Rawya Mansour, founder and chairwoman of RAMSCO for Trade and Distribution, highlighted the importance of strategic partnerships in creating a more comprehensive vision for Egypt’s global identity.
Creativity meets business
A key feature of the summit was the seamless blending of creative vision with business acumen. The event brought together a diverse array of industry leaders, including Sir Mohamed Mansour, who chairs the summit’s board, as well as high-profile figures such as Dr Khaled El-Enany, former Minister of Tourism and Antiquities; renowned jewellery designer Azza Fahmy; actress Yousra; and entrepreneur Rawya Mansour.
One of the most prestigious names to attend this year’s summit was Mario Testino, the legendary Peruvian fashion photographer whose work has immortalized some of the world’s most iconic figures, including the British royal family. His presence at the summit was a testament to the growing intersection of global creative culture and Egypt’s evolving narrative.
In addition to Testino, the summit hosted numerous leading figures from Egypt’s creative industries, including renowned photographer Karim El-Hayawan, creative director Zach Sherif, and RiseUp Summit founder Abdelrahman Sharara.
Their participation highlighted the increasing role of design, fashion, and art in shaping Egypt’s image and bridging the country’s ancient history with its modern aspirations.
Egypt’s growing tech and business sectors were well-represented alongside these creative luminaries.
Ahmed Tarek Khalil, a seasoned investor and Shark Tank Egypt judge, and Mounir Nakhla, CEO of MNT Halan, discussed how the private sector is evolving and the role of disruptive technologies in reshaping Egypt’s economy.
But the summit wasn’t solely about business.
It also offered inspiration from Egypt’s cultural and intellectual elite.
Omar Samra, Egypt’s pioneering mountaineer and entrepreneur; Hisham Kharma, an award-winning music producer; and Hisham Ghorab, a renowned architect, all contributed to panels and discussions that underscored the diverse creative industries becoming central to Egypt’s identity.
Al Rawy Storyteller Awards
For many, the summit's highlight was the introduction of the Al Rawy Storyteller Awards, created to celebrate and promote Egypt’s emerging storytellers.
The jury for the awards featured some of Egypt's most respected media voices, including Tarek Nour, the founder of Tarek Nour Communications; Amy Mowafi, CEO of MO4 Network; Ahmed Ebeid, founder of RMC Worldwide; Lamia Kamel, Narrative Summit founder and CC Plus CEO; Ahmad Wahba, an influential content creator; and Kareem Abu Gamrah, CEO of Peace Cake, among others.
The awards are critical to the summit’s mission to empower Egypt’s young creatives and give them the visibility and opportunities they need to succeed.
The emergence of these voices is essential: they offer new perspectives that reflect the aspirations and concerns of Egypt’s younger generations, who are now poised to take charge of the country’s future.
The awards ceremony, which focused on the winners' media, film, and digital storytelling work, showcased the fresh energy driving Egypt’s evolving image on the world stage.
Looking ahead
As the Narrative PR Summit came to a close, it was evident that Egypt is on the verge of transformation.
Every panel, workshop, and conversation at the summit reinforced the idea that Egypt is not just a country with a glorious past. Still, one actively shaping a vibrant, creative, and innovative future.
In her keynote address, British historian Bettany Hughes OBE captured the essence of the summit’s mission, noting that Egypt’s history is not a static artefact but a dynamic force that continues to shape the present and future.
When harnessed thoughtfully, the country’s unique cultural and historical capital has the potential to propel Egypt onto the world stage in ways it has never imagined.
Egypt is rewriting its story through collaborative efforts between the government, private sector, and creative industries.
The Narrative PR Summit offers a platform for this transformation—one conversation, one panel, and one creative vision at a time.
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