Ibrahim El Missiri: Beyond the Peninsula Transforming Soma Bay

The Curation by Nour Hassan

From construction engineer to environmental researcher to destination visionary — Ibrahim El Missiri's career path defies conventional trajectories while offering profound insights into what makes extraordinary destinations thrive. As the CEO of Soma Bay Red Sea, El Missiri worked on the transformation of a stunning Red Sea peninsula into one of Egypt's premier destinations through strategic vision, innovative placemaking, and a deep understanding of both social and financial capital.
The conversation reveals how El Missiri's diverse background shaped his approach to development. His early work on iconic projects like the Four Seasons Giza laid a foundation in construction, while his environmental studies funded by a hard-won British scholarship (after three years of rejection) instilled principles of sustainability. His master's degree in Built Environment from UCL introduced him to placemaking concepts that would later define Soma Bay's distinctive character.
What truly distinguishes this interview is El Missiri's fascinating perspective on "social capital" versus "financial capital" and how relationships form the true currency of success in Egyptian business. After years working internationally, he recognized that maintaining strong local networks was crucial, explaining his decision to return to Egypt despite promising opportunities abroad in companies such as Dubai World and Expo 2020.
Today, Soma Bay hosts music festivals and international events such as Narrative PR Summit, bring ing together indouals form across regions and disciplines to come together on the Egyptian Red Sea peninsula of Soma Bay.

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Chapters

1. Introduction to The Curation Podcast (00:00:00)

2. Meet Ibrahim El-Masedi, Soma Bay CEO (00:00:52)

3. Career Journey from Engineer to Environmentalist (00:05:05)

4. Scholarship Perseverance and Built Environment (00:10:22)

5. Return to Egypt and Finding Soma Bay (00:18:51)

6. Transforming Soma Bay into a Destination (00:23:00)

7. Creating Events and Changing Tourism Patterns (00:28:36)

8. Nation Branding and Egypt's New Narrative (00:34:23)