EgyptToday-Feb-March 2023

FEATURES

24 Maya Morsy: Turning Challenges Into Opportunities for Egyptian Women

The President of the National Council for Women and member of the United Nations Committee on the Elimination of Discrimination looks back on a year of progress toward women empowerment.

28 You Are Up To It

Private by Sanita Egypt launches its women wmpowerment Initiative

“Enty Adaha” in partnership with the National Council for Women.

30 Yes, Adult Women Can Have ADHD

Commonly undiagnosed or diagnosed quite late in life, ADHD among adult women remains an unrecognized condition in Egypt, with only a few platforms offering support.

By Hanan

Fayed

38 Driving Change from the

COVER STORY

EGYPTIAN WOMEN: TURNING CHALLENGES INTO OPPORTUNITIES

Looking back on a year of progress toward women empowerment.

Cover : Artwork courtesy

Artist Karim Abd Elmalak "Safarkhan Art Gallery"

24

Top: Empowering Women at Work

Despite great strides, women need more empowerment when it comes to their workplace. Here are 4 ways to employers can help break down barriers that hold female workers back in the workplace.

By Rana Hamdy

98 In Tribute: Sherifa Fadel

Beloved Egyptian singer and actress Sherifa Fadel passed away in early March at the age of 85. The retired singer was a popular entertainer between the 1950s and the 1980s.

5

THE GUIDE

Art

8 A Capacity for Introspection

Karim Abd Elmalak’s Zat exhibition is a journey of self-discovery.

Film

12 Film AlUla: Nurturing Local Emerging Talent in Saudi Arabia

Award-winning film industry professionals head to AlUla to run filmmaking bootcamp for Saudi nationals interested in joining the industry.

Art

16 Colliding Forces

Frenetic and frenzied in nature, Ahmed Farid’s brand of unapologetic unconventional abstraction aptly mirrors the commotion of the world around us.

Education

20 Road to College

AUC launches a new program to provide free English language online courses for high school students.

Art

22 Unleashing Creative Potential

Cairo Festival City Mall continues to empower talented young Egyptian photographers in exclusive partnership with Phlog.

et LIVING

44 Seven Local Brands That Will Shower Your Hair with Love

From shampoos and conditioners to leaveins, treatments, and mists, these go-to local brands will make all your hair dreams come true.

By Rana Hamdy

46 Valentine’s Day Clichés We Need to Do Away With

Why we’re so over these Valentine’s Day traditions.

48 Five Ways to Treat Your Mom on Mother's Day

Other than gifts and flowers, the best thing you can do for your mother on her special day is to spend time together doing fun things that you might not usually do. Here are some nice treats to pamper your mom on Mother’s Day while spending more time together.

TRAVEL TODAY

54 A Spectacular View from Above

Thousands of tourists experienced new heights in February, with hot air balloons filling Luxor’s skies.

56 Grand Designs

Mercedes-Benz Egypt showcases the fully electric EQS 450+ in Egypt for the first time at the Grand Egyptian Museum.

58 Lebanese Flair

Hilton Beirut Metropolitan Palace announces its reopening, offering a unique taste of luxury in the heart of the Lebanese capital.

60 Snapshot

Travel industry news, offers and events.

62 Around Town

66 Parting Shot

Egypt's Women: Rising to the Challenge

To commemorate Women's Day this month, we look back at a year of progress toward women empowerment. In our interview, Maya Morsy, President of the National Council for Women and member of the United Nations Committee on the Elimination of Discrimination, talks about how Egyptian women can turn challenges into opportunities and highlights some of the biggest obstacles to equality, inclusion and non-discrimination.

Partnering with the National Council for Women is Private by Sanita Egypt, which has just launched its women empowerment initiative “Enty Adaha.” Squash sensation Nour El Sherbiny is the face of the campaign and shares her inspirational story of how she rose to the challenge, and encourages women to do the same and go after their dreams.

Commonly undiagnosed or diagnosed quite late in life, ADHD among adult women remains an unrecognized condition in Egypt, with only a few platforms offering support. In her eye-opening feature "Yes, Adult Women Can Have ADHD," Senior Writer Hanan Fayed talks to several women who have been diagnosed at a late stage and shares their struggles with pain, societal challenges to conform and finding safe platforms where they can access information about dealing with their condition.

We round out our special focus on women with Senior Writer Rana Hamdy's piece "Driving Change from the Top: Empowering Women at Work," which finds that despite great strides, women need more empowerment when it comes to their workplace, and offers ways employers can help break down barriers that hold female workers back in the workplace.

In our Guide section we profile several initiatives aiming to empower creatives and foster talent. AUC has just launched a new program to provide free English language online courses for high school students through its Road to College program while Cairo Festival City Mall continues to empower talented young Egyptian photographers through its exclusive partnership with Phlog. Meanwhile, across the Red Sea, Film AlUla is nurturing local emerging talent in Saudi Arabia, with award-winning film industry professionals heading to AlUla for a filmmaking bootcamp for Saudi nationals interested in joining the industry.

Find us online at egypttoday.com. For more information email: editor@egypttoday.com

Founder William Harrison (1940–1995)

A

THE GUIDE

FILM

Film AlUla: Nurturing Local Emerging Talent in Saudi Arabia

Award-winning film industry professionals head to AlUla for a filmmaking bootcamp for Saudi nationals interested in joining the industry.

EDUCATION

Road to College

AUC launches a new program to provide free English language online courses for high school students.

Karim Abd Elmalak’s Zat exhibition is a journey of self-discovery.

A Capacity for Introspection

Karim Abd Elmalak’s Zat exhibition is a journey of self-discovery.

Artwork courtesy Safarkhan Art Gallery

“As in art, so in people,” is a phrase the artist Karim Abd Elmalak has expressed to define his latest upcoming collection showing at Safarkhan Art Gallery. The beauty of the human spirit lies in the sheer diversity of people’s types, orientations, and conceptualizations of themselves, others, and the world they exist within. However, Abdelmalak also believes that the most significant aspect for the human psyche and spirit of being, which is the closest definition for the Arabic term which serves as this exhibition’s title, is the journey of self-discovery, and coming to terms with the dimensions, limitations and reaches of our ego and self.

“Through this understanding and the knowledge of how changes affect these parameters of the mind and self, we attain a deeper understanding of who we truly are. Indeed, only after doing so can we expect to employ this model of self-reflection to faithfully interpret the world around us with all its intricacies, secrets and enigmas of how the human soul operates in the temporal realm we call life,” Abd Elmalak explains. In doing some soul-searching of his own in his creative process, the artist has offered us yet another collection of painting and sculpture that bewilders in its capacity for introspection.

In his intimately philosophical thought process, Abd Elmalak refers to the German neurologist and psychoanalyst Sigmund Freud, who posited that perception as it relates to the human mind can be delineated into two spheres: the conscious and subconscious. The former represents 10 percent of the human brain responsible for willpower, short-term memory and logical and critical thinking. The latter comprises 90 percent and which functions as the main source for human behavior and therefore the most predominant capacity of the human mind. It is the part that controls; feelings,

spirituality, habits, values, reactions, long-term memory, imagination and intuition.

This collection is therefore the artist’s own illustrative psychoanalysis of sorts, a concerted quest to elaborate and extrapolate on the essence of the subconscious mind that we are each beholden to, and how it determines our conception of self in the truest sense of the word, a word which itself confounds as much as it describes.

“Through this journey, I realized that self-awareness is an appetite for reconciliation with the beauty within us,” the artist says of his recent work, and this common thread and focus on introspection is present throughout each of the works on show.

Film AlUla: Nurturing Local Emerging Talent in Saudi Arabia

Award-winning film industry professionals head to AlUla for a filmmaking bootcamp for Saudi nationals interested in joining the industry.

Film AlUla, the Royal Commission for AlUla’s film agency, has partnered with the UK’s industry-led Creative Media Skills Institute to host a 10-day hands-on bootcamp led by award-winning film professionals who will head to AlUla in northwest Saudi Arabia to pass on their invaluable knowledge and expertise to a new generation of local filmmakers.

The award-winning trainers include Ailie Smith, CEO of the Creative Media Skills Institute, known for her work on some of the highest-grossing UK movies of all time, including Harry Potter, Prince of Persia, Troy, Cold Mountain, and Mad Max; Iain Smith, a BAFTA-winning film producer awarded the Order of the British Empire (OBE) by the Queen in the 2008 New Year’s Honours List; Terry Bamber, an assistant director who worked on 101 and 102 Dalmatians films with the legendary Micky Moore and Bollywood royalty Shah Rukh Khan; and David Anderson, a director who, in addition to directing films such as Car Keys and The Temp, has participated in outreach initiatives that offer free filmmaking instruction to young people from underprivileged backgrounds.

“Saudi Arabia’s film industry is beginning to flourish, and developing local film professionals is crucial to the success of building film production in AlUla,” says Charlene Jones, executive director at Film AlUla. “The country is home to a large pool of creative and technical talent, so we are making every effort to nurture, harness, and en -

courage local emerging talent.”

The inaugural vocational film industry bootcamp runs for 10 days and combines classroom study and hands-on, pragmatic workshops hosted in the extraordinary landscape of AlUla, home to Hegra, a UNESCO World Heritage site. The inspirational and experimental educational training programme has been designed to prepare 25 local trainees from AlUla to follow careers in production, assistant directing, and the art, locations, costume, make-up and hair departments.

The bootcamp is part of a series of initiatives supported by Film AlUla to build a workforce and attract inward investors to AlUla in order to boost the growth and productivity of the film industry in AlUla through meeting the higherlevel skills required to accelerate the flourishing film sector in Saudi Arabia.

Aspiring talented and committed creatives will have the unique opportunity of developing new skills to build a career in the film industry from top screen professionals from the Creative Media Skills Institute which is based in the heart of the world-famous Pinewood Studios in the United Kingdom.

“We are delighted to be working with the Film AlUla team on this exciting project,” says Ailie Smith, CEO of Creative Media Skills Institute. “Skilled crew provide the infrastructure from which an industry can grow, and CMS have for years provided top-level training led by some of the most

experienced and generous crew members we have in the UK. We are excited to bring this wealth of knowledge to AlUla and to contribute to skills development in the region.”

CMI has trained thousands of crew members who have worked on major international films and high-end TV productions made in the UK such as Star Wars: The Force Awakens, Rogue One: A Star Wars Story, Spectre, Fantastic Beasts and Where to Find them, Game of Thrones, Cinderella, Beauty and the Beast, Jurassic World 2, Star Wars: The Last Jedi, Marco Polo, Outlander, Jason Bourne, Pan, Wonder Woman, Ready Player One, King Arthur: Legend of the Sword, Avengers and Guardians of the Galaxy to name only a few.

“We are thrilled to partner with Creative Media Skills Institute and welcome their team of highly experienced screen industry professionals to share their expertise with a new generation of a young film crew to help them break into the industry and ensure they are set ready as we prepare to welcome more Film and TV production to the region,” Jones says.

The untouched location of wilderness and natural beauty of AlUla opened its doors to international production in 2020, welcoming local, regional and international Film and TV production. Hollywood feature Kandahar directed by Ric Roman Waugh and starring Gerard Butler, enjoyed an overwhelmingly positive

shooting experience in both AlUla and Jeddah.

To further drive the growth of its film industry, Film AlUla is developing a state-of-the-art studio complex, encompassing approximately 330,000 square feet. The first phase of the complex, scheduled for completion this year, will include two world-class soundstages, production support buildings, workshops, a pyro/sfx building, catering facility and admin building plus a 6,500 sq m backlot and a sound recording studio. The complex will also be near 12 square kilometres of dedicated outdoor shooting locations that showcase the otherworldly beauty and ancient heritage of AlUla.

It will ensure that AlUla and Saudi Arabia are in a position to capitalize upon the thriving global film and television industry, a further boost to the offering of healthy

financial incentives, the pool of young and exciting talent both in front of and behind the camera and a diverse range of locations

The Film Residence, which is designated for film professionals and designed for film operations with 300 highquality, fully-furnished accommodation units, film-friendly office space for short and long-term stays, and recreational areas, is now open and fully functional.

ABOUT FILM ALULA

Film AlUla is the Royal Commission for AlUla’s film agency, established to promote and support film and TV production in the County of AlUla, situated in northwest Saudi Arabia. Its mission is to position AlUla as an exciting and cost-effective new film destination to the global industry and is developing a film-friendly ecosystem.

AlUla is an area of outstanding natural and cultural significance and features some of the world’s most sensational scenery. It is home to 200,000 years of history, including the ancient city of Hegra, the Kingdom’s first UNESCO World Heritage Site.

The region boasts an area of 22,500 km with diverse terrain and features breathtaking rock formations, volcanic craters, luscious oasis, untouched wilderness, fascinating wildlife, and vast sandstone canyons. The extraordinary pristine sweeping vistas are the perfect backdrop for a wide range of genres such as historical epics, fantasy adventures, extraterrestrial worlds, and dramatic war movies, and can stand in for an array of different locations, countries, cities, or even another period in time.

Productions are encouraged to get in touch to discuss the 40 percent cash rebate programme “Film Saudi” and support incentives including location scouting, filming permits, introductions to a pipeline of companies, services, and local talent along with accommodation, and visa support.

Film AlUla can be reached at filming@rcu.gov. sa. For more information visit their website at Filmalula.com

Colliding Forces Colliding Forces

Frenetic and frenzied in nature, Ahmed Farid’s brand of unapologetic unconventional abstraction aptly mirrors the commotion of the world around us.

Artwork courtesy Safarkhan Art Gallery

As one of Safarkhan’s most anticipated annual fixtures, the internationally acclaimed Ahmed Farid, Egypt’s foremost contemporary abstract artist, will be unveiling his sixth solo collection at the gallery. The animating concept behind Farid’s latest creative output has been his oscillating notions on the realities of conflict and competition overwhelming our world.

In an attempt to come to terms with these unceasingly opposing and colliding forces, whether they be within technological, political, economical, social or spiritual spheres, Farid expounds on these resonant forces in the only way he effectively knows how: by putting paint to canvas and communicating through art his emotions and impressions on our current collective state. In doing so, Farid has emerged from the chaotic and turbulent nature of the past years with another resounding collection in his inimitable style. This time however, with a newfound yet somewhat undetermined flair and the extraordinary ability to offer an almost illustrative critique as he interprets the world around us through canvas and color.

In many ways, Farid’s brand of unapologetic, unconventional abstraction is in essence the ideal vehicle for internalizing the environmental forces we are contend -

ing with as a species in the here and now. An environment defined by these unrelenting, competing and contrasting forces, fortunes, values and so much else, on the individual and collective levels. This all-consuming state of affairs sees us continually inundated with politics and propaganda, confusion and uncertainty, guilt and division, tearing away critical moral and ethical foundations piece by piece as human beings become more atomized and isolated, from one another and from inner peace than ever before. It is a collision of mindsets too that Farid’s art contends with, which is why we see more frayed and electrified splashes and streaks of color that suggest notions of deconstruction and an upsetting of equilibrium, or worse, its demolition.

But ever the optimist in his painting, Farid bravely seeks a reconstitution of not only the elements of his painting, but also these extant elemental forces in our current world which are constantly at odds with one another. His is a persevered quest to find common ground and establish lasting bonds, in a bid to spread a message of unification, solidarity and hope. This is what attributes Farid’s painting its uniqueness, that it is borne out of deeply rooted ideologies. The artworks in this collection abound with such feel-

ings, despite their frenetic and frenzied nature, mirroring the commotion in the world around us, Farid also gives us canvases with a more digestible and holistic composition. The latter are works of softer, more subtle and complementary color schemes, rather than those which are defined by the pronounced nature of divergent tones of blues and oranges. As the two most prominent hues in this collection, both themselves entirely contrasting, Farid encapsulates

the idea of collision in this pair so aptly.

The largest works in this collection are magnificent portrayals of Farid’s enigmatic brand of abstraction, countless layers of stories and tones of iridescent orange painstakingly combined with his eclectic palette, provide the backdrop for a limitless series of archways, windows and doors, signifying the passage between space and time into another dimension.

We also see Farid tread new territory in terms of the composition in his smaller works, where he advances certain styles we would not typically associate his art with, yet he accomplishes them with a zeal and originality that gives

them belonging. These miniatures span forms of tessellated block patchworks, circular vortexes, splash and blotch composition, representing a foray into muted pastel colors accentuated with identifiable patterns and shapes.

Road to College

AUC launches a new program to provide free English language online courses for high school students.

The American University in Cairo (AUC) has launched AUC Road to College program, which provides free English language online courses designed specifically for high school students in Egypt. The program is the first of its kind in Egypt and the Middle East. Self-paced, academically and culturally tailored, the courses will enable Egyptian high school students to compete for admission to English-language universities, including AUC and other institutions in Egypt or abroad.

“Service is a key pillar for AUC,” says AUC President Ahmad Dallal. “Since English-language proficiency is a critical ability that is often an obstacle for otherwise talented students, and since supplementary English training can be expensive, the program helps close this gap. It is part of our social responsibility toward the community at large.”

AUC Road to College is a fully online, 12-course, leveled

English-language program that allows middle and high school students across Egypt to further develop their fluency outside of the classroom, with no minimum level of English required.

“This initiative is part of a larger University strategy to increase the access of most talented students, regardless of their financial ability, to quality higher education institutions like AUC,” says Provost Ehab Abdel-Rahman. “By taking these courses, participating students will have higher chances of getting accepted into English-language universities they apply to and better integrate into the university life.”

The courses are designed by AUC’s English instructors and include six modules, each of which requires an average of three to four hours of learning per week. However, students can self-pace their progress, allowing them to move at a speed that best suits their learning abilities and personal schedules. “If students find difficulty finishing in

four hours, they can revisit and replay the course material at their own pace,” says Hoda Mostafa, professor of practice and director of AUC’s Center for Learning and Teaching, which developed the program online and collaborated with AUC IT team to develop the digital platform. “Learners can access the courses multiple times, anywhere, anytime.”

The program helps students improve their writing, listening, reading and speaking skills––key components of attending English-language universities––through relevant topics and contexts. “The courses incorporate articles, videos, audio material, activities and peer-to-peer discussions that provide students with the most effective and engaging learning experience,” explains Ghada Elshimi, dean of undergraduate studies and The Academy of Liberal Arts, which designed courses for the program. “New courses will continually be added to better serve and empower students with the skills needed for the market.”

Now in its second pilot cohort, the program has been performing well. Students from the first cohort provided positive feedback, ranging from good course organization and engaging activities to accessibility and flexibility.

“We exceeded the expected number of students in our pilot, which had more than 48,000 learners create accounts and more than 12, 500 learners enrolled in the courses from various backgrounds. Interest is growing exponentially, and we will continue incorporating student feedback for continuous regular improvement,” says Mostafa.

In the future, the program aims to expand to include public speaking, communication skills, emotional intelligence, design thinking and creative problem-solving. “We want to expose students to liberal arts pedagogies that will equip them with transferable task-based, project-based and experiential learning skills, as well as enhance their independent learning abilities and digital literacy necessary for success at university,” says Elshimi.

The program was launched at the New Cairo campus where the event was attended by members of AUC’s Board of Trustees; Ahmad Dallal, AUC president; Ehab Abdel Rahman, AUC provost; James Ketterer, dean of the School of Continuing Education; Hoda Mostafa, director of the Center for Learning and Teaching; and Ghada Elshimi, dean of undergraduate studies and The Academy of Liberal Arts.

Unleashing Creative Potential

Cairo Festival City Mall continues to empower talented young Egyptian photographers in exclusive partnership with Phlog.

Cairo Festival City Mall and Phlog have joined forces to create a unique opportunity for Egyptian youth, inspiring them to capture the mall’s undiscovered beauty. Through this competition, emerging photographers were selected from five genres: architecture, interior design, macro-photographyand street/ film photography so they can feature Cairo Festival City Mall in all its festive glory; forever young and ahead of trends.

Cairo Festival City Mall and Phlog collaborated to unleash the potential of young Egyptian photographers through a one-of-a-kind competition. The three deserving winners honored were Amir El Shahawi, Ahmad Mansour, and Engy Farahat. The winners will receive cash prizes as well as a chance to have their work showcased at Cairo Festival City Mall and on Phlog’s platform.

“Cairo Festival City Mall is delighted to collaborate with Phlog in this exciting competition, where promising pho-

tographers presented their aesthetic visions,” said Heba Abdallah, head of marketing at Cairo Festival City Mall. Applauding the dedication of all participants and congratulating the winners, Abdallah noted the success of this new creative journey. “We stand proud as we celebrate Egyptian talent through showcasing and uplifting photography portfolios. Cairo Festival City Mall is committed to cultivating the potential of Egypt’s young generations by offering them exceptional opportunities. This initiative reinforces our dedication to investing in education and empowering Egyptian youth, which we believe are key components for ensuring a sustainable future.”

Khaled Taher, CEO of Phlog, expressed his pride in the partnership with CFC Mall for their competition focused on empowering young photographers. Ten talented and creative minds from Phlog were selected to participate in this special event which showcased diverse genres reflective

of the festive atmosphere at CFC Mall and highlighted its unparalleled architecture.

“At Phlog, we strive to empower photographers with the tools they need to capture and share their distinctive perspectives, all while monetizing it in a streamlined experience. Our mission is to create an international network where buyers can find exceptional photos from any corner of the world for every purpose imaginable.”

Under the Festival Cares umbrella of the Al-Futtaim Malls group, Cairo Festival City Mall is making strides in empowering Egyptian youth and providing them with new opportunities. The mall recently teamed up with Vogue Italia to hold a scouting program that will give select finalists the chance of a lifetime: mentorship from Vogue Italy, an exhibit at Milan Fashion Week, and their own spot-on Festival Avenue, Cairo’s upcoming destination for luxury brands.

Egyptian Women: Turning Challenges

Maya Morsy: Turning Challenges Into Opportunities for Egyptian Women

Women in Egypt have taken bold steps toward equality and empowerment this past year, marking a number of successes and ahievements on various fronts. Maya Morsy, President of the National Council for Women, recently took stock of the advances made by the government and civil society, noting that Egypt has made tangible progress in terms of its 2030 Women’s Strategy.

Speaking at the Egyptian Women celebration attended by President Abdel Fattah El-Sisi Morsy noted that during in 2022, the rate of Female genital mutilation in Egypt decreased from 21% to 14% among the 0-14 age group. The total beneficiaries the NCW has reached out to numbered 12 million across the country’s governorates,” Morsy announced, adding that the NCW works in line with the national project for the development of the Egyptian family on putting together exhibitions, workshops and business incubators, along with promoting women’s opportunities in the different projects.

“I extend my sincere thanks to the government, ministers, private sectors for their cooperation in the area of women’s empowerment. I also thank all of the National Council for Women members and President Abdel Fattah El-Sisi and the First Lady for the efforts they have exerted to protect women and empower them,” Morsy said, adding, “We are still looking forward to a labor law that supports women and to increase penalties against violence towards women. We also look forward to a personal status law that supports women and children’s rights.”

Championing women’s rights for alomost three decades, Morsy has dedicated her life to women’s advancement and defending their fundamental rights. “I have always wanted to be part of bringing change to Egypt and to play a role through which I can support shaping a new future, a real paradigm shift for Egyptian women, and a new era for women’s rights. There were so many doubts about whether women could go up the policy-making ladder, but I was confident that they could, and they did, and will still go further.”

Describing the present as an era that has witnessed real commitment and sincere political will of the President to empower Egyptian women, Morsy says she is proud to see Egyptian women in leadership positions for the very first time in history. “Today we have women in State Council

The President of the National Council for Women and member of the United Nations Committee on the Elimination of Discrimination looks back on a year of progress toward women empowerment.

“My dreams and ambitions for Egyptian women and girls have no limits. I believe we have what it takes to turn challenges into opportunities.”

and Public Prosecution after 72 years of calling for this right. Egyptian women are now governors and national security advisors to the President, among many other positions. We hold constitutional quotas in parliament and have a strong presence in the cabinet, not only shattering glass ceilings but also melting iron doors.

As a recently elected candidate to the United Nations Committee on the Elimination of Discrimination, Morsy has had the opportunity to lead the drafting of Egypt’s first strategy for women empowerment; the first globally to be aligned with the UN Sustainable Development Goals. Previously she had proposed groundbreaking legislation such as stricter penalties for sexual harassment and female genital mutilation in addition to criminalizing deprivation from inheritance, a law against cybercrimes, amendment to criminal procedures to protect the data of violence survivors, a law to criminalize bullying and a code to protect women within public transportation, among many other others.

With Morsy at the helm, the NCW, which has 27 active local branches that work closely with communities and community women leaders, has succeeded in reaching millions of women in the past six years from all segments and in all governorates and villages. NCW has also set the normative framework for women in Egypt. The National Strategy for Egyptian women was drafted, launched, and adopted by

the President in 2017 and recognized by the UN as the first women’s strategy aligned with the SDGs. NCW also has its own Women Complaints Office, which receives women’s complaints and refers them to relevant authorities, and provides legal aid for women as well as legal consultation. In addition the NCW works on training programs for women religious leaders to raise awareness on violence against women, women empowerment, economic empowerment, and social and political empowerment.

“It is very important to mainstream women’s needs within the government’s action plans and policies and there are several mainstreaming tools that Egypt is adopting to include women’s needs,” Morsy says. “A number of ministries and national entities have established gender equality and women’s empowerment structures to combat workplace discrimination and promote the engagement of women in policy planning. To date, 264 units have been established on the central and local levels and at affiliated entities to the government.”

Other tools include a gender mainstreaming manual whereby gender impact analysis is done on different bills and legislation leading to legislative amendments that ensure women have full access to their rights. Another important tool is gender-responsive planning and budgeting. Egypt’s government is reviving and expanding its efforts to apply gender-responsive budgeting across the government machinery.

“Failure is just a step towards more solid and grounded achievements. The word failure is not in my vocabulary, I only have lessons learned. You don’t learn as much just from winning or playing it safe.”

Changing Mindsets in a Digital Era

While proud of the NCW’s achievemens, Morsy admits much still needs to be done to address issues facing women in Egypt today. “The biggest challenge that women have always faced is the cultural misconception and stereotypes about the roles of men and women. Changing the mindset and narrative takes a lot of time and effort, and any impact cannot be assessed quickly,” says Morsy, noting that even with all the political will and government efforts, the misconception about women’s issues will always affect any progressive path toward women empowerment.

The trailblazer is a staunch supported of managing challenges stereotypes from a very early age. “The mainstreaming of equality and rights should be included in school curricula. The Ministry of Education has already taken steps in this matter, however, there is still a long and winding road ahead to be travelled so that the majority of men–and many women too–reach full acceptance of women’s right to equality in all domains.

For their part the NCW always places awareness-raising campaigns at the top of its priorities, at all times, the activist explains. “We dedicate our efforts toward raising women’s and men’s awareness on the ground, reaching them at their doorsteps, and knocking on their doors. We also run a lot of virtual awareness campaigns to reach the target audience online and work on drafting policies such as the code of ethics for media companies producing TV series and movies to make sure that what they offer the audience is considerate, respectful, and sensitive to women’s issues.”

Recognizing the need to support women on social and digital media platforms, the NCW has inked a number of partnerships including one with Facebook to produce the Women

Online Safety Guide for

women, another with Instagram to combat cyberbullying and most recently one with YouTube to empower women on their platform too. “Historically, women used to face different forms of violence against them. The level of awareness-raising was not as high as it is today. Recently, women are facing new and different forms of violence such as cybercrimes and technology-facilitated violence. These are new threats that we have to delve deeply into so that we bring forth innovative tech-facilitated solutions to protect women from online violence and cybercrimes,” Morsy says. “I am fully aware of the conceptual issues that women globally face in this day and age where technology continues to shape our lives differently and will definitely be a game changer for the future younger generation. We hope that social media platforms and online/internet-based platforms enhance their policies to better consider women’s needs and end hate speech, online harassment and technology-based violence, especially against women.”

You Are Up To It

IIn partnership with the National Council for Women, Private by Sanita launched its yearly initiative, “Enty Adaha” to promote women empowerment and social inclusion. In line with The National Council for Women’s strategy to increase women’s representation in the workforce, Private will be training 100 women with the necessary skills they need to enter the business field and contribute to the betterment of the Egyptian community.

“Our main goal is empowering women and supporting them so that they can secure themselves the quality of life they desire and deserve,” Private by Sanita announced during the launch ceremony. “So, in celebration of International Women’s Day, we decided to launch this initiative. We seek to support women in a real and tangible way, because we firmly believe in the importance of their role in the growth and advancement of societies.”

In addition to providing the necessary training, the initiative, a first step that Private by Sanita will be taking to empower Egyptian women aligning with the Egyptian National 2030 strategy and sustainable development goals, will also try to help participants find jobs to enable them economically and kickstart their careers.

Nour El Sherbini: Rishing to the Challenge Powerhouse squash player Nour El Sherbini is the face of the campaign, which aims to change mindsets and encourage women to believe in themselves and join the job market.

“This year for International Women’s Day we decided to partner up with the National Council of Women, which has always had our backs, supporting and helping

us. This partnership will open the door for 100 women from Cairo, Alexandria and Giza to market their products through the “Enty Adra” [You Can Do It] initiative. Through the initiative the National Council for Women aims to encourage economic inclusion by providing support for small and medium enterprises.

Private by Sanita Egypt launches its women empowerment Initiative “Enty Adaha” in partnership with the National Council for Women.

As a successful sportswoman who has needed to defy societal conventions El Sherbini has spoken poignantly about the need for support and empowerment.

“I’ve always dreamt of being a professional athlete, but when I was young I was told sports isn’t for girls. But I was convinced I could do it. Deep inside I was adamant nothing would stand in my way,” recalls El Sherbini who at the age of 15 was admitted for knee surgery that could have ended her sports career before it had even started.

Addressing viewers in a social media post for the Enty Adaha campaign, El Sherbini tells women, “I refused to accept it and I have never given in. I escape to the squash court – the court is where I feel the most comfortable and where I can see my dreams come true. I dream. I am positive. I can win. I am up to it. You too are up to it.”

Yes, Adult Women Can Have A

Commonly undiagnosed or diagnosed quite late in life, ADHD among adult women remains an unrecognized condition in Egypt, with only a few platforms offering support.

By Hanan Fayed

Awoman with Attention Deficit and Hyperactivity Disorder (ADHD) will probably slip through the cracks of family, school, and even medical practitioners. As a girl, she often is not hyperactive, and as an adult, her struggles are misinterpreted because some people believe ADHD does not exist or does not persist into adulthood. All that leaves those women with deep-seated shame and guilt.

Growing up with ADHD is confusing enough, especially since many girls do not know why they are different. They grow into the typical responsibilities of women, and they often find themselves unable to function.

“Motherhood and routine are hard with ADHD. I wonder how [my daughter] is going to learn certain skills if I cannot acquire them myself. I always feel guilty when I think about my daughter; I want her to grow up in a clean, healthy environment,” says Umm Mariam, 28, who was only diagnosed last year.

Umm Mariam, who prefers to be identified by her daughter’s name in this article, suspects her daughter inherited the condition, but when Mariam wants to spend time with her mother, Umm Mariam tries to divert her attention to something else.

“My head is so noisy; I can barely handle myself… I con-

stantly have the fear that I cannot be a good mom… I believe she deserves a better mother.”

Umm Mariam often goes down this spiral of self-blame and anxiety, she tells Egypt Today. She thinks of her daughter going to school and needing a study schedule, but she fears she will not be able to organize her own thoughts, time, and energy into the schedule of the needs of her daughter, whereas she never committed to a schedule of her own in the first place.

Women and the most boring of things

Women are typically expected to handle routine and un-

interesting tasks well. That may not be the case with every women, but for a woman with ADHD, it is a serious challenge.

Madiha Kishk, an ADHD influencer, believes that responsibilities traditionally assigned to married women are more difficult for them to manage than their neurotypical counterparts.

Many married women with ADHD perceive themselves as bad wives or bad mothers because, no matter how hard they may try, it is so hard to live up to the standards the neurotypical society puts upon them, Kishk explains.

Neurodivergent people with autism or ADHD are at the end of the day a minority in a world, as only expected, built around the neurotypical majority.

A large number of women with ADHD only discover their disorder after marriage or motherhood, when consistency, routine, and tedious demands are too overwhelming for them to handle.

That, at least, was the case with Umm Mariam.

Despite almost 28 years of having undiagnosed ADHD, Umm Mariam is one of the lucky women with the condition. Other women have stayed undiagnosed for much longer or were never diagnosed at all.

A story of late diagnosis: validation and what ifs

When an adult is diagnosed with ADHD later in life, it is often validating but also, for a while, depressing. They speculate about what could have been of their lives had they been given the support they needed since childhood.

Kishk, 33, wonders if she could have performed better in school and university, had more friends, achieved more goals, been less taken advantage of, and ultimately been capable of showing her potential.

She shares a vivid memory of the impact of her ADHD in her college years. A professor told her she was a bright student and gave her the task of submitting a final project on which many of her colleagues’ scores depended. She had only been diagnosed with an anxiety

disorder at the time and was medicated for depression.

“I tried so hard day after day to start, continue, and finish finalizing that project. The deadline was looming… I think it was hours before the deadline when I emailed my professor to apologize for not being able to submit the project. I told him to please penalize my grades and no one else’s since it was not their fault. I hated myself so much that day. It was then that my social isolation became dramatically worse,” recalls Kishk.

Chronic procrastination and tardiness are a hallmark of ADHD. It is a multifactorial symptom that includes forgetfulness, unawareness of the passage of time (time blindness), and waiting for dopamine, a neurotransmitter that is insufficient in ADHD brains, to kick in to begin a task. It is not unusual for people with ADHD to sit on a project thinking they can do it and end up canceling in the last minute instead of earlier and before the situation gets worse.

“I was too ashamed and embarrassed to even show my face to my colleagues. I cannot speak to their reactions, as I do not remember that anyone tried to reach out to me, but I made sure I was not available enough to find out. My professor, however, responded to my email with far more grace than I anticipated, accepted my apology and understandably, I failed that course,” Kishk recalls, adding that she eventually dropped out of university.

Tidying up is difficult for her. To find enough willpower to do it, she needs someone to keep her company and talk to her while she does. It is a coping mechanism known among the community of ADHD as body doubling.

Having her life closely connected to her partner’s and her child’s makes the management of her symptoms harder. While she feels guilty around her daughter, she has the fear of judgment around her partner.

“Expectations of women are so high in our society com-

ing, going grocery shopping, communicating, and so on,” she says.

Males in a family can have their own space and separate themselves from everyone, but women cannot, she adds.

“I feel blamed by everyone around me, parents, siblings, friends. Maybe the expectations are normal for neurotypicals, but ADHD makes many tasks difficult. It is hard to remember to make phone calls as well as it is hard to actually pick up the phone and make them” Umm Mariam

Awareness and Arabic

Baby steps have been taken in media, with the 2021 drama series Khalli Balak min Zizi (Watch out for Zizi), about a woman with ADHD, creating a hype among the millions who watched it. Social media influencers also began to share their own diagnoses, such as Jana Diab, the daughter of Egyptian superstar Amr Diab.

But when it comes to social media, a 2022 video by Youtuber Ahmed Behiry telling his story with ADHD is the one that resonated with many people with undiagnosed ADHD. Even Behiry was only diagnosed after his son was told of his condition.

Meanwhile, Kishk set up accounts with the name ADHD in MENA on several social media platforms in 2021 to raise awareness on adult ADHD. “Because of what happened to me as someone who was diagnosed late in their life, I do not wish anyone else to go through what I did. I lived with intense shame and confusion, I was haunted by the criticism of others, and I was always asking myself why I could not ‘just do it’ like everyone else,” Kish says. “It seemed that my brain would often not cooperate. Zoning out, being forgetful, getting lost in hyperfixations yet failing to persevere in almost anything. It affected my education, personal achievements, and relationships, and I burned out hard. I socially isolated myself. I was on the verge of suicide. That is how bad it got,” Kishk says.

After her diagnosis, and, more importantly, accepting it, she decided to create content sharing her story and even appeared on TV to fight stigma and ignorance.

Both Kishk and Umm Mariam are fluent in English and hence have access to an abundance of ADHD content and material. Others are limited to scarce Arabic content and books on the subject. When found, the books are usually about children and are directed at medical professionals. A few speak to teachers and families, and they are also about children.

One more downside is that many of the books are hardly ADHD friendly. Authors often forget that ADHD is hereditary and the “families” that may be reading their text may very well also have adult ADHD and may have a hard time reading long books with chunky chapters and paragraphs and few subheadings.

Self-diagnosis and a lack of platforms

The lack of awareness on ADHD in adult women means that they need a community that speaks to the unique impact of the disorder on a person with the responsibilities, expectations, and hormonal presentations of women. Naturally, ADHD manifests differently when in contact with the traditional responsibilities of men.

The relevance a woman with undiagnosed ADHD may find in the content of a diagnosed woman may mean more confidence when the former seeks a diagnosis. Sadly, they are often misdiagnosed as one of the ADHD comorbidities, such as depression or anxiety, leaving the root cause undetected and untreated.

Although improving, awareness of ADHD even among clinicians in Egypt is “not ideal,” Kishk says, adding that she was personally told by a doctor that she could not have ADHD because she is an adult female.

Self-diagnosis ahead of a professional diagnosis is one way to help women who are met with either lack of awareness or even resistance among doctors.

A platform for women with ADHD in Egypt is still lacking. What is also lacking is Egyptian psychiatrists making videos and reels on mental health. Sometimes a psychiatrist will explain ADHD symptoms so precisely in a way someone with the disorder cannot, setting off many bells in the head of an undiagnosed person watching and prompting them to visit a professional.

The rampant under diagnosis may mean less women would make Arabic content about the disorder. However, the increasing awareness on social media could lead to more self- and professional diagnosis, and one day a woman with ADHD will do just that.

Driving Change from the Top:

Despite great strides, women need more empowerment when it comes to their workplace. Here are 4 ways to employers can help break down barriers that hold female workers back in the workplace.

Women face multiple barriers, obstacles, and challenges in the workplace. While we have made great strides in recent years, we still have a long way to go. We need more women in leadership roles in fields such as technology, science, and engineering where the rise to the top is harder and slower for women. More policies need to be enforced in favor of women, and to build a gender-equal work environment, change has to be driven from the top. With more awareness, conversation, and actions, organizations and companies can break the barriers that hold women back.

The pay alone is not enough to make a woman stay in a company. Companies need to offer other benefits to make things easier for women, being mothers and caregivers. Besides the good pay, women need to find flexibility in the workplace where there are no restrictions on working hours. Spain’s law that approves paid menstrual leave is the kind of change we need to see happening in favor of supporting women.

Create equal opportunities

Companies need to work on closing the gender gap and opening doors that have been long locked for women. They need to break the male line of succession and allow more women in leadership roles in industries where usually men leadership is dominant.

Give support

Women need support and encouragement. Companies need to make women know that their effort and dedication are recognized. Support comes in many ways; whether emotional, intellectual, or financial, support can go a long way and gives women a push forward. Women, when supported, they go above and beyond in ways that exceed expectations.

Ensure their voices areheard

Companies need to make sure female workers are not pushed to the sidelines during meetings. Instead, they should encourage women to voice their ideas and concerns. Women are great decision-makers and when given enough room to speak up and have a voice, they can take any organization to new heights.

Make Her Feel Special

5 ways to pamper your mom on Mother’s Day

Plus: Check out these tried and trusted products from local hair care brands.

7 Local Brands That Will Shower Your Hair with Love

From shampoos and conditioners to leave-ins, treatments, and mists, these go-to local brands will make all your hair dreams come true.

By Rana Hamdy

Local brands are making a big bang on the skin and hair care scene in Egypt. This issue we take stock of some tried and trusted hair care products from shampoos and conditioners to leave-ins, treatments, and mists.

Braes

This brand has nailed it with a variety of hair products. Whether you are seeking more volume, more strength, or more growth, you just name it. Their Anti-Loss Hair Ampules are among their best products that will give fast results with a fast-absorbing formula.

Locken Hanser

This brand is every curly girl’s dream. This brand first kicked off with a curldefining cream and later on expanded with a shampoo, conditioner, and serum. So if taming your curls is one of your problems, rest assured this brand will make your hair Locken good.

Formulated in the USA and made in Egypt, Hanser products will make your hair supple, soft, and will bring back its shine. The shampoo and conditioner are packed with all the nutrients your hair needs such as coconut oil, sweet almond oil, shea butter, keratin, and more. The hair mask is also a game changer.

Golds & Bees

Another product made for curly hair but also suitable for other hair types. These honey-infused hair products will give your hair the moisture it needs. If your curls have flattened out and lost bounce because of heat or coloring, Golds & Bees will reactivate your curls again.

Joviality Saskia

Pick the right range for your hair from different options including Hyaluron Boost, Curl Wonder, or Moisture Bae. There is a lot more that Joviality offers to your hair such as styling products and hair mists. You can dress up your hair too with some of their wraps or bandanas.

Norshek

Who said shampoo has to be in liquid form? Norshek takes us back to the very original form of shampooing with their bar shampoos that will clean your hair without stripping its natural oils and you won’t end up with the chemical residues of other shampoos. The conditioner comes in a bar form as well.

Saskia brings the luxurious spa experience right to your home. Sourcing the purest ingredients from France and manufacturing in Egypt, Saskia aims to create natural, innovative, and luxurious products. The shampoos and conditioners are enriched with first-grade essential oils that will nourish the hair and boost growth. One of the musttry products is Miracle Fortifying Shampoo, it will revive even the most damaged hair.

Valentine’s Day Clichés We Need to Do Away With

Why we’re so over these Valentine’s Day traditions.

Love is in the air with most couples celebrating Valentine’s. While some love this day, others find it a bit too cliché and believe that you don’t have to wait for Valentine’s Day to express love or celebrate what you have with your partner. For us, there are major Valentine’s clichés we need to end.

All Red. Everything and Everywhere

On this day, the color red is dominant and literally everywhere. Red hearts, ribbons, candy, gift wrapping, and even outfits. It’s true red is a symbol of love, but we don’t have to have it everywhere. In fact, anything but red. And if you just can’t live without it, a slash of red lipstick or and an accent accessory will do the trick.

Food of Love

Chocolates are great, but not everyone has a sweet tooth—especially with the crazy prices of confectionery these days. Instead make your gift more personalized, and fill your gift box with things your partner can really enjoy or find useful. There are plenty of options that can be more on point.

Teddy Bears and Red Roses

Everyone loves flowers but again the price of both imported and local flowers has gone through the roof. So while red roses are the most universal when it comes to expressing love, it’s best to think of an alternative and get something useful. A practical gift or a surprise outing will leave memories you can cherish and look back on instead. And let’s not even start about teddy bears!

Your Mom on Ways5 to Treat Mother’s Day

Other than gifts and flowers, the best thing you can do for your mother on her special day is to spend time together doing fun things that you might not usually do. Here are some nice treats to pamper your mom on Mother’s Day while spending more time together.

One day is never enough to honor our precious mothers and we should celebrate them all year long. But on this special day, let’s shower them with extra love and care, and show them appreciation for all the great, invaluable things they are. Other than gifts and flowers, the best thing you can do for your mother on her special day is to spend time together doing fun things that you might not usually do. Here are some nice treats to pamper your mom on Mother’s Day while spending more time together

Take Her to the Spa

Your mother needs a lot of pampering, so why not do it together. Take a break with your mother where you both can relax, unwind, and enjoy some quality time together. Book a massage, facials, and some manicure and pedicure for extra pampering.

Dine Together at a Fancy Restaurant

Who said candlelit dinners should be just for couples, make this Mother’s Day a date for you two. Pick a nice restaurant, maybe with a view, and let your mother enjoy a day where she doesn’t have to prepare the meal but enjoys it instead.

Go Shopping Together

We mostly go shopping by ourselves or with friends mostly, but when was the last time you took your mum shopping. Be your mum’s stylist for a day and take her out shopping. Help her try different styles and colors, it will be an experience you both will enjoy.

Go on an Adventure or Try Activities Together

If your mother is the adventurous or the active type, plan some nice activities together. For instance, take a tour together around old touristic spots, or book a class of Yoga for you two. You can also go to the movies together, and if the weather is nice consider spending some time at the pool.

Make a Scrapbook

This is a more sentimental option. Collect your favorite pictures together and bits of your favorite memories together and put them together in a scrapbook with nice words or a handwritten letter. This will be truly heartwarming and will make her happy.

Last but not least, give a lot of hugs and cuddles. Say ‘thank you’ and ‘I love you’ and maybe spoil her with breakfast in bed, just like she used to treat you when you were young. Let your mother know she is loved in all the ways possible, at any given time of your day.

TRAVEL TODAY

Grand Designs

Plus: Ballooning over Luxor

Mercedes takes center stage at the at the Grand Egyptian Museum

A Spectacular View from Above

Thousands of tourists experienced new heights in February, with hot air balloons filling Luxor’s skies.

At the stroke of 4am every morning, the teams from 17 balloon companies operating in Luxor’s western mainland airport leave their homes to prepare their balloons for takeoff at sunrise. The adventure begins with tourists being transported from their hotels at 4:30am and served breakfast, tea and coffee before boarding the Nile boats that will transfer them to the west-

ern mainland. From their they are transported on tourist buses to the Flying Balloon Airport.

In February, a total of 55 hot air balloon flights took off in the western mainland skies, carrying more than 1,500 tourists from around the world to enjoy the magic of nature and ancient Egyptian civilization, says Ahmed Abboud, a representative of the Balloon Federation companies in Luxor.

“More than 1,500 tourists from European and Asian countries and around the world enjoyed hot air balloon flights, says Abboud, adding that balloon companies launch their flights in the sky on a daily basis amid strict compliance with civil aviation instructions, which maintain the security and safety passengers by following strict precautionary and preventive measures.

Luxor witnesses hot air balloon trips in Luxor throughout the year, but in the winter season the demand for trips increases, and the spectacular views from above are always in high demand. Operated in West Luxor, hot air balloon flights are among the most important adventure trips in the world, especially with Luxor being a leading balloon destination due to its warm atmosphere and extensive preparations.

Grand Designs

Mercedes-Benz Egypt is the proud Official Automotive Sponsor for the first live concert at the Grand Egyptian Museum, which took place on January 20 featuring award-winning Egyptian Soprano Fatma Said and acclaimed Conductor Nader Abbassi. At the one-of-a-kind event, the leading luxury automotive brand also showcased the EQS 450+ from its fully electric model range for the first time ever inside the Grand Egyptian Museum, as one of the most sought after locations in the country.

This special occasion welcomed a distinguished audience of high society figures, VIP guests, diplomats, celebrities and socialites, who all converged at the spectacular Grand Egyptian Museum landmark and enjoyed a unique and majestic performance by Fatma Said. The extraordinarily gifted musician has won numerous awards including the Gramophone Classical Music Award for ‘Best Song Album’, the

BBC Music Magazine’s Vocal Award as well as Germany’s Opus Klassik. Moreover, Fatma performed at some of the at world’s most prestigious concerts and opera stages. As the world’s largest archaeological museum dedicated to a single civilization, the Grand Egyptian Museum with its captivating design & momentous space has definitely set the stage for such a world-class performance.

The high-profile audience also got the chance to experience the luxurious fully electric EQS 450+, showcased by Mercedes-Benz Egypt, paving the way for the highly anticipated introduction of the fully electric model range in Egypt soon within this year.

The EQS represents a future generation of electric luxury cars including key features such as the ‘one-bow’ design, the sporty and progressive look, advanced MBUX, superlative Hyperscreen, rear wheel steering and new generation batteries with fast charging capabilities. The EQS 450+ is

Mercedes-Benz Egypt showcases the fully electric EQS 450+ in Egypt for the first time at the Grand Egyptian Museum.

equipped with an advanced electric motor delivering 329 hp & 568 Nm torque. The vehicle also features a fast charging battery with a capacity of 107.8 kWh allowing an estimated range of 770 km and a 0-60 mph time of only 5.9 sec.

Sustainably designed, the EQS is produced in a carbonneutral manner, from development and the supplier network to its own production. Within “Ambition 2039” direction, Mercedes-Benz has set a target of making its fleet of new passenger cars CO²-neutral by 2039. This includes the entire value chain over the entire life cycle of a vehicle.

For information about Mercedes-Benz Egypt, please visit www.mercedes-benz.com.eg

“Sustainably designed, the EQS is produced in a carbonneutral manner, from development and the supplier network to its own production.”

Lebanese Flair

Hilton Beirut Metropolitan Palace announces its reopening, offering a unique taste of luxury in the heart of the Lebanese capital.

The jewel of Beirut, Hilton Beirut Metropolitan Palace, opened its doors yet again offering a unique taste of luxury in the heart of Beirut. The hotel offers 185 luxurious rooms including 20 elegantly appointed suites, a variety of food and beverage selections all-day at the Summer Place and hotel’s lobby lounge Tea Garden.

Situated in the heart of Sin El Fil, this hotel boasts magnificent views of the city from all the rooms. Hilton Beirut Metropolitan Palace has nine function rooms for 2,800 guests, including six multi-purpose meetings rooms practically located on one floor, a 24-hour business center

and a dedicated Meetings Manager.

In addition to this, Hilton Beirut Metropolitan Palace Hotel provides guests with personalized services and advanced facilities including complimentary WiFi, a 24-hour business center, fitness center and outdoor pool, all designed to make every stay unforgettable.

“We are thrilled to be welcoming our valued guests to our property once again, inviting people from Lebanon, the region, and around the world to explore the country’s unmatched offerings, activities, and stunning landscapes, especially at such a pivotal point in time,” says Rahim Abu Omar, general manager at the hotel. “We strive to continue building

on our contribution to the country’s tourism, and hope to continue providing our visitors with memorable experiences.”

With its location only 15 minutes from Beirut International Airport, and Beirut City Center only a five-minute drive away from the hotel with an abundance of historical tourist sites in its vicinity, this hotel is an ideal base for exploring the charming Lebanese capital and the country’s main attractions.

Hilton Beirut Metropolitan Palace is part of Hilton Hon-

ors®, the award-winning guest loyalty program for Hilton’s 18 world-class brands. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else and free standard WiFi.

For more information or reservations, visit HiltonBeirutMetropolitanPalace or call +9611496666.

Hilton Announces Second Property in Marsa Alam

Hilton has announced the signing of its second property in the city of Marsa Alam, Hilton Marsa Wazar Red Sea Resort & Spa. In partnership with Boulevard for Tourism Development, the property will be operated under the Hilton Hotels & Resorts brand.

Located along the beautiful shores of the Red Sea, Hilton Marsa Wazar Red Sea Resort & Spa will offer access to a number of the world’s best diving, snorkelling and kitesurfing spots that this area is known for. The resort will also provide a variety of accommodation options across 282 units - from standard guest rooms and beachfront suites to stand-alone villas with private pools.

“Egypt is one of Hilton’s key markets across the region where we’re keen to expand our presence and provide new and exciting hospitality offerings to both domestic and international guests. Across Egypt, we currently have 14 properties in operation, with another 11 in the pipeline,” said Carlos Khneisser, vice president, Development, Middle East & Africa, Hilton. “The Red Sea shoreline enjoys great potential when it comes to resort and diving tourism, with untapped areas that are considered hidden gems. Entering Marsa Wazar is a great opportunity for us to offer our world-class services to avid travellers looking for a secluded, beach-side escape or to explore the wonders of the underwater world.”

Hilton Marsa Wazar Red Sea Resort & Spa will feature a variety of facilities and amenities designed to complement the immersive Red Sea experience, including its crystal-clear waters, sandy beaches, mesmerizing lagoons and the surrounding landscapes. The resort will offer two main outdoor pools and an indoor spa pool, a spa spanning over 1,000 square-metres, and a gym. Guests will be able to enjoy a variety of exceptional food and beverage options, including refreshing drinks at any of the four bars

Ramses Hilton and a special Mother’s Day celebration!

As part of Ramses Hilton commitment towards the community and on the occasion of Mother’s Day, Ramses Hilton Blue Energy committee members have organized visit to El Nour W ElAmal institute for senior women of determination to celebrate Mother’s Day and quality time with them, and extend some of Ramadan goods and essentials.

We have been blessed to be amongst those wonderful angels, taking memorial pictures and sharing together Mother’s Day cake specially prepared for this occasion.

located at the lobby or by the poolside as well as delicious cuisine at the resort’s speciality restaurant or its all-day dining venue.

“We are proud to be partnering with Hilton in developing this new property, which will enhance the hospitality offering in the city of Marsa Alam. Hilton Hotels & Resorts is a renowned brand which is a great fit for the area and we look forward to welcoming our first guests,” said Maged Shafik, Founder & Managing Director, Boulevard for Tourism Development.

Hilton Marsa Wazar Red Sea Resort & Spa will be a 20-minute drive to Marsa Alam International Airport, with direct links to key European cities including Milan, Berlin, Budapest, Brussels, Amsterdam and Bratislava. Upon opening, the resort will be part of Hilton Honors, the award-winning guest loyalty program for Hilton’s 19 distinct hotel brands, where members can book directly to have access to instant benefits. The hotel joins 14 Hilton properties currently operating in Egypt under the Hilton Hotels & Resorts and Conrad Hotels & Resorts brands, and 11 properties in the pipeline.

Celebrate Love at Royal Maxim Palace Kempinski

It’s the most romantic time of the year. February is the time when we celebrate Valentine’s Day. Surprise your loved ones with our special customized romantic dinner menu created by our expert chefs presenting authentic and innovative cuisines spanning different continents at Romanov, Yana and Lucca.

Illuminated only by candlelight and fragranced by an aromatic allure, guests can enjoy Valentine’s Day in a romantic Italian setting at Lucca, while enjoying amazing Piano tunes in the background, for EGP 1,100 per person.

For a spark of romance, take your loved one to our favourite grilled house Romanov. With a romantic view across our sparking pool and courtyard, enjoy the beats of the live Jazz band for EGP 1,300 per person.

Distinctive golden Buddha statues welcome your senses along with the timbre and rhythm of South-East Asian tunes, rich dark wood interiors, and peculiar wall sculptures. This quaint and romantic setting makes for an unforgettable Valentine’s Day. Couples can enjoy authentic flavours from Asia, along with live DJ music for EGP 1,000 per person.

For food and beverages reservation or more information, call or WhatsApp +201097111151 or email fbresv.

royalmaxim@kempinski.com

Siemens Healthineers opens new premises of “Academy Egypt” to improve educational infrastructure and access to healthcare

Siemens Healthineers, a leading medical technology company, recently opened new premises of its Siemens Healthineers “Academy Egypt” in Cairo, the first academy to be launched focusing on skill development and improving access to quality healthcare. The opening ceremony was attended by General Dr. Bahaa El-Din Zidan, Head of The Egyptian Authority for Unified Procurement “UPA” as well as leading KOLs from the healthcare sector in Egypt.

“Across the extraordinary projects and educational programs Siemens Healthineers “Academy Egypt” has delivered over the past four years, we have had the privilege of welcoming a very diverse list of attendees with more than 1,100 academy alumni across more than 100 sessions,” said Amro Kandil, Managing Director, Siemens Healthineers in Egypt, Sudan, Eritrea, Djibouti, and Libya. “Our training programs are designed to support healthcare professionals in leveraging their knowledge and experience to further advance local patient care to the highest international standards. I am certain that the new premises will continue to deliver on our strategic focus of access to care and address the challenge of lack of skilled manpower.”

“Improving access to healthcare is one of the major challenges worldwide. With the strategic focus on Access to Care, Siemens Healthineers is aiming to provide customized education programs to close the local capacity gaps, while addressing the issue of lack of trained medical professionals. The programs and facilities of the new premises of

Siemens Healthineers “Academy Egypt” are designed to ensure participants are equipped with necessary skills to address the ongoing clinical challenges in the region, and to enable access to healthcare beyond the borders of Cairo and across the country, sustainably,” said Tisha Boatman, Head of Global Access to Care at Siemens Healthineers.

The Siemens Healthineers “Academy Egypt” offers a wide variety of training courses for healthcare professionals and undergraduates, ranging from technical courses in biomedical engineering to ultrasound and diagnostic imaging courses with multiple specializations. Since 2018, the Siemens Healthineers Academy Egypt has proactively established partnerships with notable hospitals and universities, including the Children’s Cancer Hospital, Ain Shams Specialized Hospital and Cairo University, among others.

PARAGON Developments Signs 3 Technical and Engineering Consultancy Contracts to Achieve Sustainability’s Top-Notch Standards

PARAGON Developments signed three contracts for engineering, architectural, technical, and executive consultancy in preparation for the construction of its flagship project Paragon 2, located in one of the most important and distinctive locations in the Financial District in New Administrative Capital. The three contracts included some of the most prominent companies in the market such as Mimar for Architectural and Engineering Consultancies; Engineering Solutions for Sustainability Consultancies, and ASASS Contraction as a general contractor for the project.

The signing was attended by Eng. Mohamed Bedeir, chairman of PARAGON Developments; Eng. Mohamed Bedeir chairman of PARAGON, Eng. Ziad El-Hares, Co-founder and Managing Director of PARAGON Development; Eng. Mohamed Shaaban, Head of Engineering Sector at PARAGON; Eng. Ahmed Fawzy, Executive Director at Mimar Group; Eng. Waleed Lotfy, Design Director at Mimar Group; Eng. Amgad Khattab, Managing Partner at Engineering Solutions; and Eng. Islam Onsy, Co-founder & General Manager at ASASS Construction.

The signing comes in line with PARAGON’s keenness to achieve the latest sustainability standards, using top-notch technologies, as well as applying PARAGON’s thoughtful vision for sustainability across all its projects. Since its launch in the Egyptian market, PARAGON Developments has been always keen on achieving a notable position in the market through its unparalleled innovative projects to match the best

global sustainable schemes, and by implementing the optimum model of smart buildings that is being accomplished in “PARAGON 2” project.

Bedeir added: “The new contracts are an extension and an affirmation of the philosophy which PARAGON was founded on, being one of the foremost companies in real estate sector. Our principal philosophy seeks to achieve World Class sustainability standards, excellent time management, and optimal space utilization and to provide the best opportunities for a harmonious and flexible administrative community that achieves the highest productivity rates for business owners. PARAGON accentuates on maximizing the concept of smart buildings, this is through the company’s strong management and its unique and innovative ideas, shaping its imprint in the implementation of such projects.”

Alameda Healthcare Group, Egypt’s leading private healthcare service provider, announced today the signing of a Memorandum of Understanding (MoU) with the Egyptian Ministry of Health that will see the private healthcare player extend the services of its international medical professionals to public hospitals across the country as part of the ministry’s wider strategy to strengthen the relationship between the public and private healthcare space and provide free, world-class medical care the Egyptian public.

Dr. Fahad Khater, Chairman of Alameda Healthcare Group, commented on the agreement, saying, “We are extremely delighted to be among one of the four healthcare groups joining this country-wide protocol as we strive to give back to our community and continue to lead on providing the best-in-class medical care in Egypt and the region. This collaboration is a testament to our commitment to serving the wider public, as we work with the Egyptian Ministry of Health to transform the healthcare sector across the country.”

According to the signed protocol between both parties, foreign doctors will be available to deliver the needed medi-

cal services to Egyptians free of charge in public hospitals. The initiative will also help reduce government expenditures associated with overseas travel for medical treatment and encourage Egyptians to seek needed treatment locally with the help of Alameda’s international physicians.

For over 40 years, Alameda Healthcare Group has proven its commitment to its patients and the Egyptian healthcare industry by bringing in the world’s leading physicians and providing the best patient-centric healthcare services in the region. As part of its goal to become one of the leading healthcare providers in the world, the group has hit numerous milestones over the years, having most recently inaugurated a new branch of its flagship As Salam International Hospital in New Cairo that took its total capacity to over 150 beds.

Palm Hills Developments to establish “GEMS British International School of Badya” in partnership with EEP

Palm Hills Developments, a leading real estate developer in Egypt, and Egypt Education Platform (“EEP”), the fastest growing, and largest Kindergarten to Grade 12 Education Management Company in Egypt, announced agreement to anchor Badya’s first international school “GEMS British International School of Badya”, bringing together EEP’s unique education offerings and experience.

The partnership intends to establish “GEMS British International School of Badya” in Badya, the first sustainable city in Egypt and the first smart city in west Cairo. Acknowledging education as a cornerstone of Badya’s mission, it is devoted to introducing advanced and progressive learning experiences to future generations.

The school is planning to open its door in September 2024 under the renowned GEMS international network that extends its legacy of more than 60 years in the Middle East, North Africa, Asia, Europe, and North America, one of the largest Kindergarten to Grade 12 private education providers in the world, educating over 130,000 students in more than 60 schools in the MENA region.

Tarek Tantawy, CO-CEO and Managing Director of Palm Hills Developments, said, “With a common focus on quality, customer-centrism, and cultural excellence, we are confident that EEP is perfectly positioned to manage our purpose-built school in Badya. With its long-established and in-depth understanding of the education landscape that will support growth and extract value for our Badya community”.

Palm Hills Developments’ collaboration with EEP is testament to their commitment to providing wide and diverse exceptional educational services as one of the main founda-

tions of Badya, the futuristic city that caters to the needs of future generations. Notably, GEMS Schools, renowned worldwide for their excellence, is one step closer to our goal of offering a progressive education and contributing to the community,” Tantawy added.

“EEP is thrilled to expand on its strong foundation through a longstanding partnership with Palm Hills Developments,” said CEO of EEP, Ahmed Wahby. “As always, we will work closely with Palm Hills Developments to provide Badya’s community with exceptional learning experience and a differentiated physical environment to enable students improve their global problem-solving skills through both independent and collaborative work. We are confident the EEP team has the expertise and talent to execute our strategy of enhancing education experience and value across all segments.”

Alameda Healthcare Group signs a Memorandum of Understanding with Egyptian Ministry of Health to extend the services of its international doctors to public hospitals

Auc To Host A Conversation With Sir Magdi Yacoub On His Journey In Science And Philanthropy

The American University in Cairo (AUC) will host a conversation titled “From the Heart: A Pioneer in Science and Philanthropy - A Conversation With Sir Magdi Yacoub,” founder of The Magdi Yacoub Institute and Magdi Yacoub Heart Foundation; professor of cardiothoracic surgery at Imperial College London; president and founder of Chain of Hope, an initiative that links experts around the world to bring life-saving heart treatments to children in developing and war-torn countries.

Sir Yacoub will speak about his lifelong journey

in philanthropy and science. The talk will be moderated by Khaled Ezzelarab ’02, associate professor of practice in the Department of Journalism and Mass Communication.

AUC Press will also announce the release of Sir Magdi Yacoub’s biography in July 2023. The biography will include Yacoub’s life from his formative years in Egypt to his career in Britain, where he pushed frontiers in medicine and served communities around the world, for which he was awarded the Order of Merit. It is written by Veteran Journalists Simon Pearson and Fiona Gorman.

Majid Al Futtaim Malls in Egypt and valU Celebrate Crossing EGP 1 Billion in Sales

Goodyear OFFROAD tires take another Dakar Rally win with Team De Rooy

Goodyear tires were the winning choice of 2023 Dakar Rally winner Team De Rooy, which took victory at the end of 16 challenging days of action across the Saudi Arabian desert. After almost 9000 kilometres of rock, sand and muddy terrain, with almost 5000 of those as special stages, the Dutch team finished first, third and fourth with three of its IVECO trucks.

Team De Rooy chose Goodyear OFFROAD tires for the challenge, and Goodyear’s engineers worked closely with the team through the pre-event preparation in order to make sure they were ready for any eventuality.

Janus Van Kasteren finished over 1 hour, 14 minutes ahead of his closest rival at the end of the rally, driving the No. 502 Boss Machinery Team De Rooy IVECO, supported by Darek Rodewald and Marcel Snijders. His teammates Martin and Mitchel Van Den Brink finished third and fourth, respectively. It marks another successful Dakar for Goodyear in the Truck category, after finishing first, second and third in last year’s event with another team. The Goodyear OFFROAD tires that have proven so successful in these tough conditions over recent years are the same specification as those available for fleet operators across Europe. It is particularly designed for low heat generation and high speeds.

Maciej Szymañski, Marketing Director Commercial Europe, Goodyear: “Congratulations to Team De Rooy for winning what is arguably one of the motorsport’s toughest challenges. We are proud that our tires together with an advanced tire pressure and temperature monitoring system were important and reliable enablers that helped to drive results and to win this legendary rally. The Goodyear OFFROAD tires are capable of tackling all terrains even under high speed and in difficult conditions, so another victory in the Dakar once again underlines this capability.”

Majid Al Futtaim, the leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia, and valU, MENA’s leading Buy-Now, Pay-Later (BNPL) lifestyle-enabling fintech platform, announced they had surpassed a total of EGP 1 billion in buy-now, pay-later (BNPL) sales across Majid Al Futtaim’s shopping malls in Egypt since the start of their partnership, namely at Mall of Egypt, City Centre Almaza, City Centre Alexandria and City Centre Maadi. To celebrate this milestone and long-term partnership, valU will launch an exclusive one-day 0-0-06 offer (zero purchase fees, zero down payment and zero interest over six months) on February 13. Both companies strive to continually deliver customer-centric initiatives that are value accretive and have worked together closely for years to bring a revolutionised shopping experience to the Egyptian market.

Majid Al Futtaim’s shopping malls have achieved this substantial sales record with valU’s products and special promotions — including ‘Sha2labaz’, which helps customers redeem their transaction value in cash and pay it back through instalments over the preferred tenure plan. As both firms seek to reinforce their long-term strategic partnership, they have availed ‘Sha2labaz’ at Mall of Egypt and City Centre Almaza in March 2022, allowing customers to receive cash reimbursements for their purchases at Majid Al Futtaim’s retail outlets beyond valU’s merchant network.

The highest sales recorded through the utilisation of valU’s unique products and promotions were achieved by the following tenants: Bershka, Carrefour, Dream 2000, EGO, El Araby Group, Hub Furniture, LC Waikiki, L’azurde, Miss L, Mobilaty, Mazaya, Pull & Bear, Raya Electronics, Select, Sharaf DG, Tradeline, Vodafone, Xiaomi, Zara, and 2B.

Misr Italia Properties Partners with “Startups Without Borders” to Host the 4th Edition of their Annual Summit

MNHD Introduces the Latest Investment Opportunity in Real Estate “SAFE” Leveraging “Fractional Property Ownership”

Misr Italia Properties (MIP) and Startups Without Borders announced a strategic partnership that will see Cairo Business Park as the official sponsor and host of the fourth edition of Startups Without Borders Summit on the 10th and 11th of February. Under the theme “Go Borderless,” the summit will feature speakers across different fields and organizations including Google EMEA, Techstars MENA, VISA, META, along with a lineup of startups from Lebanon, Tunisia, Italy, Qatar and Iraq. In addition to the attendance of top international VCS, incubators and accelerators.

In the presence of Engineers Mohamed Hany El Assal and Mohamed Khaled El Assal, CEOs and Managing Directors of Misr Italia Properties, and Mr. Karim El Assal, CEO of Misr Italia Properties, along with members of the board of directors, the agreement was signed by Mr. Sherif Saleh, Co-CEO of Misr Italia Properties and Ms. Valentina Primo, Founder & CEO of Startups Without Borders.

Startups Without Borders builds world-class entrepreneurship events, training programs and media products where diversity takes center stage. The Summit will feature two international competitions, including Startup World Cup with a $1 million prize and the Italian Startup Competition “We Make Future” along with over 80 workshops and sessions with industry leaders and experts in the field of startups, including Ayman Ashour, Muhammad Abu Al-Naga, Ahmed El-Alfi, and Tarek El Kadi. The summit will also witness one-on-one meetings between startups and VCs such as Falak Startup, AUC Angels, 500 Startup, ABAN, Plug & Play, Silicon Badia, Sawari Ventures, and more.

“We are delighted to announce Cairo Business Park’s newest partnership which stems from our vision to support innovation and entrepreneurship, which is in line with the company’s comprehensive strategy to support youth as the main driver of change in society.”.

Saleh added that “Being hosts to the 4th edition of Startups Without Borders reaffirms MIP’s dedication towards developing a hub for organizations that enables consistent and tangible support to entrepreneurs through creating experiences that allow industry players to unleash their potential. We worked to develop a model that is set to become the beating heart of entrepreneurship in New Cairo reinforcing sustainable growth, and fostering an innovative business environment that offers a range of top-notch smart solutions.”

Madinet Nasr for Housing and Development (Egyptian Stock Exchange Code MNHD.CA) - one of Egypt’s leading urban community developers – introduces its latest investment opportunity in the real estate field known as “SAFE” (Secure Assets for Fixed Earnings). SAFE is a new revolutionary method to invest in real estate through “fractional property ownership“ with attractive prices as one of the most effective and safest investment opportunities.

For the first time in Egypt, MNHD introduces “fractional property ownership” concept that was initially brought to the Egyptian market by Minka Development which was later acquired by MNHD. The Hoft is a hybrid property that will be operated and managed by a facility management company and it consists of serviced apartments, administrative offices, co-working spaces and a commercial plaza, all in one building. The Hoft is strategically located in the business district inside Taj City, New Cairo. Spreading over 3.5 million sqm, Taj City is a remarkable milestone in MNHD’s long history in the Egyptian market. The flagship project infuses the attractive design of residential complexes with the best-in-class facilities, modern lifestyle, and spectacular green landscape.

SAFE (Secure Assets for Fixed Earnings) concept introduces a new and revolutionary investment opportunity in real estate with “The Hoft” through “fractional property ownership” by owning 4 meters and its multiples, for a competitive price and a fixed return on investment in addition to the ownership rights of an asset that can later be sold according to the market price offering with a safe and guaranteed investment. For a limited time, customers will receive a periodic return on investment during the duration of the construction, in addition to the return on investment when the construction is completed and the facility is running. To suit the diverse capabilities of customers, payment in cash or in installments is available.

Eng. Abdallah Sallam, President and CEO of MNHD commented on the revolutionary concept of “SAFE” saying “MNHD has a long history in the Egyptian market that extends for more than 63 years through which the company has provided unprecedented and innovative concepts and products to meet customer needs. With the advent of the “SAFE” concept, we provide an attractive opportunity to encourage investment in real estate with” fractional property ownership” to leverage the resilience of the real estate market as a safe haven for investment, and offer a trusted and effective way to grow wealth as we seek to expand the shared economy concept which relies heavily on the principle of sharing assets to rationalize resource consumption and achieving optimum utilization of assets and sustainable development.”

In Tribute

Beloved Egyptian singer and actress Sherifa Fadel passed away in early March at the age of 85. Born in Cairo and trained at the Cairo Institute of Dramatic Arts, the retired singer was a popular entertainer between the 1950s and the 1980s, with hits including “Tamm El-Badr Badry,” “Haret El-Sakayeen” composed by her longtime collaborator Mounir Murad, and “Om El-Batal,” a song in honor of her son, who died a martyr in the October War of 1973.