The landing of the Egyptian national football team in the new city of Alamein on the North Coast, after their global presence with their outstanding performance in the World Cup, especially the last match against Argentina, sparked contrast and momentum over the reason for choosing the North Coast, and the launch of a promotional campaign for investment on the coast coinciding with the team's presence.

While some saw it as a tourist city witnessing urban and investment booms, and that the team's landing there could be used to increase investment opportunities, a segment of followers on social media considered the coastal city not representative of the people eager to receive the team, and that the investment activity there benefits a limited elite, while others defended the decision as the place includes Egyptians from all classes.

Coinciding with the team's stay in Alamein, a number of businessmen, major real estate developers, and decision-makers, along with media figures and public personalities, launched a promotional campaign titled 'Yalla Sahel' on Friday, in a step that reflects the integration and unification of efforts to benefit from the beaches of the North Coast as a global tourist, entertainment, and investment destination.

The 'Yalla Sahel' initiative capitalized on the return of the Egyptian team and their stay at a hotel on the North Coast, and the initiative highlighted the interest in Egypt, especially with businessman Naguib Sawiris, founder of 'Yalla Sahel', ensuring to welcome them at their residence.

The first 'Yalla Sahel' concerts kicked off, performed by Tamer Hosny, Saint Levant, and Ahmed Saad, and attended by a large number of art stars and celebrities. The initiative includes an integrated agenda of various events and activities throughout the year, with the participation of an elite group of singing and music stars, including Amr Diab, Mohamed Hamaki, Angham, Elissa, and Nancy Ajram, along with bands such as 'Disco Egypt' and 'Cairokee', in addition to a number of international artists and musicians.

Tamer Hosny performed at one of the concerts in 'Yalla Sahel' (Media official of the initiative)

The 'Yalla Sahel' initiative was held at a hotel on the North Coast, and the press conference revealed the initiative's vision, which was launched in response to the unprecedented developmental and urban boom on the North Coast.

The participants discussed the possibility of repeating the 'Yalla Sahel' initiative in other regions across the country, such as Upper Egypt, while engineer Naguib Sawiris confirmed during the press conference that 'the goal of the initiative is to transform the North Coast region from merely a summer area for Egyptians into a global tourist and entertainment destination competing with the most famous destinations in the world, in addition to organizing artistic events and concerts in the coastal area akin to international festivals.'

Engineer Khaled Abbas, Chairman of the Administrative Capital for Urban Development Company, pointed out that unity among real estate developers is the way to make the North Coast a model and a global landmark on the tourism and entertainment map, and it will also open the door for other destinations within the country and directly contribute to supporting the national economy.

Businessmen and real estate developers in the 'Yalla Sahel' initiative (Media official of the initiative)

Egyptian artist Elham Shaheen, who attended the first concerts of the 'Yalla Sahel' initiative, told Asharq Al-Awsat that the atmosphere of the North Coast has become a global destination and is witnessing unprecedented demand throughout the year.

She believes that the ongoing unity of real estate companies in the 'Yalla Sahel' initiative with the aim of establishing broader real estate projects will have a noticeable positive return soon.

She called for the establishment of more hotels to accommodate Arab and foreign groups, and said, 'What is happening will transfer the coast to a special status through global investments with an Egyptian spirit and atmosphere.'

Meanwhile, sports critics and social media users called for organizing a popular reception for the Egyptian national team in Cairo, where the real momentum of the fans awaits them, considering that Alamein represents only limited segments of the Egyptian people.

Egyptian music critic Amjad Mustafa considered that these opinions may create division among the children of one nation, adding to Asharq Al-Awsat: 'We celebrate the national team, and those in the North Coast are our people from all Egyptian cities and villages.' Mustafa rejected what he called 'the language spreading on social media' and said, 'Its goal is negative and absolutely incorrect.'

The Egyptian music critic explains to Asharq Al-Awsat that 'the North Coast is not limited to tourist villages only, and there are fans who traveled to welcome them from all Egyptian governorates, and the summer months are the season for many popular activities on the coast.'

Dr. Samia Khader, a sociology professor at Ain Shams University, describes the residents of the North Coast as part of the Egyptian fabric, and considered the social classifications being raised on social media as unacceptable and threatening societal unity.

She told Asharq Al-Awsat: 'Receiving the Egyptian national team in a coastal city comes from the perspective of alleviating their distress after the shock they experienced from their match against the Argentine team, along with the summer atmosphere suitable for their stay there, and she sees that they may help boost the investment momentum on the coast to benefit the national economy.'

Dr. Samia Khader rejects the terms 'the good coast' and 'the evil coast,' but she affirmed the diversity of Egyptian society and called for stopping what she termed 'squabbles that may cause societal sensitivities.'

Egyptian President Abdel Fattah El-Sisi received the national football team players, the technical and administrative staffs in Alamein on Saturday. According to the official spokesman of the Presidency, El-Sisi awarded them the Merit Cup and honorary medals in appreciation of their performance and high technical level during the 2026 FIFA World Cup tournament.