Download - Brochure El Sery FINAL
Prospectus
Developed and owned by
WOW
2 PURE Wellbeing ResortDeveloped and owned by EL SERY
Contents
1 Welcome to an investment in your lifestyle that comes with a healthy return
2 What? Who? Why?
3 PURE Wellness
4 PURE Families
5 PURE Sports
6 Culinary Delights
7 LocationandtheGeneralArea
8 PositioningoftheResort
9 DemandGeneratorsforOccupation
10 TheProperties
11 Purchase Procedure and BankGuarantee
12 FAQs
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3PURE Wellbeing ResortDeveloped and owned by EL SERY
Everynowandagainyoufindanexquisitecorneroftheworldwhichiseverythingyouwant
and more.
Aplaceofpeace, relaxation and happiness.
Anunspoiltplace,locatedonthewestcoastoftheRedSeainaregionfamousforoneofthe
mostimpressivedivinglocationsintheworld
AplacecalledMarsaAlaminEgypt.
Dutch-ownedElSeryforTourismDevelopmentisdevelopingaresortwiththeaimofcreating
an upmarket paradise in which you can achieve the best of both worlds: an investment in your
lifestylewithahealthyreturn,allinbeautifulupmarketsurroundingsappealingtoperceptive
owners/investors.
Theyaresucceedingbygivingattentiontoeverylittledetailandinvolvingonlythebestpartners
inthedevelopment,constructionandoperationoftheresort.Creatingatrulyuniqueexperience
which will ensure the long-term success of the resort.
The PURE Wellbeing Resort wants its guests to forget the stresses and strains of modern-day
livingandfeelfullypampered,caredforandtotallysupportedbythethreecomplementary
pillarsoftheiruniqueresort...
• WELLNESS
• FAMILIES
• SPORTS
These three pillars are supported by high-end culinary delights.
ThePUREWellbeingResortoffersahealthylifestyle,highqualityfoodanddrinkfromallcorners
oftheworldandafullandsafeentertainmentprogramforyourchildrenwhileyourelaxwith
meditationormassageorplayawiderangeofsportswithprofessionalinstruction.Soifyou’re
lookingforsomewherethatoffersallthisforafractionofthepriceyouwouldexpect,andyou
wanttomakeahealthyreturnonyourinvestment,thencongratulations,youhavefoundit!
PUREHotels&Resortsaresynonymouswithluxury,peaceandharmonyinexceptionallocations
atverycompetitiveprices…beautifullypackagedandreadyforyou.
Every now and againyoufind
a developer who caresalittlebit
more than the rest
Unique World of Wellness
concept
1Welcome
4 PURE Wellbeing ResortDeveloped and owned by EL SERY
Pricesquotedare fully inclusive of furniture and purchase costs
7% rental contract issuedforlifetime
of ownership
2
5PURE Wellbeing ResortDeveloped and owned by EL SERY
What is the PURE Wellbeing Resort - Marsa Alam?
• UniqueWellnessandLifestyleconceptinMarsaAlam,Egypt.
• Front-lineluxurysportsandleisurefacilitiesina5-starresort.
• FivehoursflightfrommostEuropeanAirports.
• 30minutesdrive-timefromMarsaAlamInternationalAirport.
• Two bedroom apartments furnished and decorated to a high standard.
• Lifestyleownershipavailableforanintroductorypriceof€19,995forthefirst200shares.
What is Lifestyle ownership? AtthePUREWellbeingResort,thereisasystemthatenablestenindividualstotakeownershipof
asingleproperty.TheschememeansthatbuyersactuallyOWNtheirshareofafullyregistered
propertyand,asashareowner,theyarenamedonthetitledeed.Inotherwords,theyhavea
real and tangible stake in the property purchased.
How does it work?ThePUREWellbeingResortdividestheapartmentsintotenequalpartsandthepriceyoupay
includeseverything:furnitureanddecoration,legalfeesandpropertyregistrationfee.
Features and BenefitsALifestyleownershipentitlestheownertomanybenefits.Thethreekeybenefitsare:
1. A rental contract for lifetime of ownership (99 years) at 7% of the share purchase price.
Thisincludesabankguaranteewhichcoverstherentalincomeforthefirstfiveyears.
2. Every year eight days free stay at the resort in a two bedroom apartment. The owners can
staythemselves,rentouttheirallocationorletitbeusedbytheirfriendsorfamily.Inother
words,theoccupantsdonothavetobetheowner.Therearenorestrictionsonwhocan
stay.
3. The share owner receives 100 free Wellness credits every year to use for any Wellness
service within the resort. These 100 credits are worth €750 per annum and will be given to
eachinvestoreveryyearfortheirfirstfiveyearsofownership.Thewellnesscreditscanbe
used by the owners themselves or by any other person occupying the apartment on their
behalf.
Additional/secondary benefits• Bank guarantee will be issued by a leading European bank.
• IfyouuseupyourfreeWellnessCreditsinanyofthefirstfiveyearsyouwill,asanowner,be
entitledtoobtainadditionalwellness-serviceswitha50%discountonthenormaldeskrate.
• Also,afterthefifthyear,allWellnesstreatmentsandprogramswillstillbeavailableforshare
owners with a 50% discount on the normal desk rate. The half-price deal carries on.
• Yourpropertywillbeavailableforeightdaysoffreeownuse.However,alongerstayis
possibleathalf-price.Therentalpricethatshareownerswillpayis,onceagain,setata
discountof50%offthedeskratesforthereservedperiodinthatyear.
• Ifyouareunabletostayattheresortinaparticularyear,asanowneryouwillgetarefund
fornotusingyourweek’sstay.Thisnettrefundisbasedontheoccupancyrateandonrental
prices in the year in which this non-usage occurs.
Bank guarantee issued by a leading
European bank
Front-lineluxury5-star resort with
sports and leisurefacilities
2What? Who? Why?
6 PURE Wellbeing ResortDeveloped and owned by EL SERY
Only€150annualmaintenance fee
required
Rental contract not dependent on constructionrate
2
7PURE Wellbeing ResortDeveloped and owned by EL SERY
• Therentalcontractstartsatthefixeddateof1January2012.Thismeansitisnotdependent
ontheconstructionschedule.
• Freebookingsystem,whichmeansthatthereishighchanceofavailabilitywheneverthe
share owner wants to go.
• Bookings can be made one year in advance up to last minute according to availability.
• Theapartmentsallowuptofourpersonstostayatanyonetime.Wecanprovideextrachild
bedsonrequest.
• ShareownersgetaccesstoaspecialVIPmembersectionwithintheresort.Thisincludesa
hostedVIPsectionatthebeach.
• Accesstoallbasicfacilities(SwimmingPool,Spa,Gym,Snorkelling,etc.).
• Accesstoprofessionalcoachesforapersonalconsultation.Thisisavailableforpurchase
with Wellness Credits.
• There is a full Wellness wellbeing program available for share owners during their stay. This
program is available for purchase with Wellness Credits.
Inadditiontoallthis,themaintenancecompanyofElSerywillberesponsiblefortheupkeepof
theresortandthepropertiesandalsoformaintainingeverythingatastandardappropriatefor
its purpose.
Theonlyannualfeetheshareownerneedstopayisthemaintenancefeeof€150apportioned
to every property share.
Who?
Everyone involved with this project is dedicated to ensuring that the concept of the PURE
wellbeing,adventure,health,funandrelaxationexperienceisdeliveredtothehighestpossible
qualitystandards.Wearefocusedongivingourgueststheverybestservicelevels.
Restassuredthatgivingourguestsahighqualityinvestmentandfirstclassexperiencewillalways
befirstandforemostinourteam’smind.
VIPmembership available
Dedicated to the highestqualityand
service levels
2
8 PURE Wellbeing ResortDeveloped and owned by EL SERY
El Sery takes corporate
responsibilitiesvery seriously
Afirstclassfinishinbeautiful
surroundings
2
9PURE Wellbeing ResortDeveloped and owned by EL SERY
HistoryElSeryforTourismDevelopmentS.A.E.(SociétéAnonymeEgyptienne)isanEgyptianjointstock
companyestablishedon4August2004todevelopatourismprojectinthecentreoftheMarsa
Shagraregion…betterknownasMarsaAlam.FromDecember2007ElSerybecameaDutch
ownedandmanagedcompany.Themissionofthemanagementteamistomixtheirextensive
localknowledge,theircultureofhospitalityandtheirtraditionalbusinesspracticeswitha
European way of handling things.
Workstartedatthesiteon15September2008andatremendousamountofconstruction
progress has been made to date.
Environmentally friendlyElSerytakesitscorporateresponsibilitiesveryseriouslyindeed,especiallywhenitcomesto
environmentalimpact.Toensurethateverythingisdoneproperly,afullenvironmentalimpactreport
wasundertakenatthesitebeforeanyactivitystarted.Allofthekeyrisksandissueswereidentified
rightfromthestart.Forinstance,becausewaterissuchapreciousresourceinMarsaAlam,they
haveconstructedawaterpurificationplanttoprovidecleanwaterandwastewatertreatmentfor
irrigation.
ElSeryhasalsothoughtaboutitsimpactonthelocalpopulation.Itisusinglocalworkersonthe
constructionsiteandwilluselocalstaff,togetherwithEuropeanmanagement,tooperatethe
hotelandfacilitiesaswell.Theschemewantstobeagoodneighbour.
ProfessionalThePUREWellbeingResortisdeterminedtoexceedallexpectationswithhighquality
constructionstandardsandafirst-classfinishinbeautifulsurroundingswithmanyfacilities
catering for every possible need.
BycombiningthebestofitsEgyptianandEuropeanmanagementbackground,ElSeryis
alreadyconsideredasaseriouspartnerbyotherdevelopersintheregion,aswellasbythelocal
authorities.DevelopingabigprojectlikethePUREWellbeingResortbringschallengesbutalso
greatopportunities.Ourinvestorsarelookingtothefutureoftheregionwithconfidence.
HospitalityCultureTradition
Relentless commitment to
quality
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10 PURE Wellbeing ResortDeveloped and owned by EL SERY
El Sery (for Tourism Development)
OurManagingDirectorshaveworkedintheinternationalpropertydevelopmentbusinessfor
decadesandwereresponsibleforsellingandmarketingvariousrealestateinEuropeancountries.
ElSerywasfoundedwiththeaimofprovidinganewsetoftrueinvestmentopportunitieswitha
relentlesscommitmenttoquality.
• ElSeryfocusesontheenormouspotentialthatthelocationontheRedSeaCoastinEgypt
offers.
• ElSery’saimistoworkalongsideitsinvestorswiththesamegoalofgeneratinglong-term
profitsforall.
Insummary,ElSerybuildsfortourists,sellstoinvestorsandthenmanagesandoperatesthe
resorts.
ElSeryiscommittedtotransparentandopencommunicationwithallofitsstakeholders.
Althoughtherequirementsofthebuyersandthevisitorscanoftenbedifferent,ElSeryfeelsthat
theethosthatithasdevelopedoffersasolidbasisforfuturesuccess.
World of Wellness (WoW)
Preventive Health CareWorldofWellnessisaserviceproviderintheareaofpreventivehealthcare.Theircoreconcept
isthattheyoffertheirservicesinafullyintegratedmanner.ThefocusofWorldofWellnessis
onthreemaintopics:Nutrition,ExerciseandRelaxation.Moreimportantly,ontherelationship
whichexistsbetweenthesethreetopics.
They have a clear view on health: Health is more than the absence of disease. Health is a state
ofoptimalwellbeing.WorldofWellnessisthereforenotamedicalinstitution.Theiraimisto
providetoolstotheirMemberstohelpthemavoidbecomingill.Theyusetheknowledgegained
withinthemedicalprofessioninrenderingtheirservicestotheirMembers.
Thebuildingblocksoftheirprogramare:theWellnessTest®,theWellnessIndex®,thePersonal
HealthMaintenanceProgram,DigitalCoachingandMonitoring.
WorldofWellnessdeliversit’sservicestomediumsizedandbigcompaniesandorganisations
assistingthemtoguidetheirstafftoahealthierlifestyle.
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11PURE Wellbeing ResortDeveloped and owned by EL SERY
The resort operations are carried out by PURE Hotels & Resorts.These operations are supported by:
Lindner Hotels Real Estate GmbH
Involvement in the PURE Wellbeing Resort - Marsa AlamLindnerHotelsRealEstateGmbH(LHRE)wasappointedbyElSerytodeveloptheconceptand
designofthepublicareasandfacilitiesinthePUREWellbeingResort-MarsaAlamdevelopment.
LHRE’sinvolvementstretchesfromtheconceptanddesignoftheprojecttotechnicalconsultancy
duringtheconstructionphase.
Thisincludesconceivingandrecommendingoflay-outsoffoodandbeverageoutlets,
entertainment,facilities,thesportsandleisureoptions,thefitnessandwellnessareasandthe
retailstores.Furthermore,LHREwillconsultinregardstotheorganisationofthebackofhouse
departments,logistics,staffhousingandtraining,andlandscaping.LHREalsoadvisesonstaff
facilitiesandutilitybuildings.
Onthetechnicalandbuildingfront,LHREconsultsontopicssuchasorganisingthebuilding
management,onpreparingtenderandcontractdocumentsandonenergymanagementwithin
the resort.
About Lindner Hotels Real Estate GmbH
LindnerHotelsRealEstateGmbHhasitsheadofficelocatedinDüsseldorf,Germany.Foundedin
2005,LHREdeliversawiderangeofservicesinregardstohotelrealestateandhotelengineering.
LHREoffersaholisticexpertiseinthehotelandtourismindustryandusesitsknow-howof
differentproductsandconcepts,marketsandlocations,playersandcompetitors.
Amongothers,theservicesofLHREincludeconsultancyduringhotelplanningandrealization
and,moreover,projectdevelopment.Furthermore,LHREadviseshotelownersandoperators
intheirrespectiveoperativeneedsandconductsandaccompaniesduringtransactionsofthe
hotel.TheManagingDirectorofLHREisJohannKerkhofs,whobenefitsfromathoroughworking
experienceinEgyptofmorethantenyears.
Servomed
Servomedhasbeenaleadingsupplierofmedicalandwellnessequipmentformorethan
30years.Tenyearsago,theyintroducedtothemarketafullrangeofaestheticandbeauty
equipmentsuitableformedicaldoctors,dermatologists,plasticsurgeons,beautysalons,hotels,
health clubs and high standard health Spas.
Twoyearsago,thecompanybeganfocusingonSpasandalltheirrequirements,startingfrom
design.Servomeddesigns,finishes,furnishesandequipshighstandardhealthspasanditsclients
includetheIntercontinentalHotelsinHurghadaandCairoandtheNewMovenpickSPAinElGouna.
ServomedwillsupplythePUREWellbeingResortinMarsaAlamwithequipmentandfurniture
aswellasconsultancyservicesandsubsequentimplementationasregardstothelayoutand
architectural design of the Wellness areas.
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12 PURE Wellbeing ResortDeveloped and owned by EL SERY
Why the PURE Wellbeing Resort in Marsa Alam?
ThePUREWellbeingResortisatotallyuniqueconcept.TheexperienceofstayingatthePURE
WellbeingResortisquality,luxuryanddiversityatitsabsolutebest.
Theycombineeverythinganyonecouldpossiblywanttoexperienceinaholiday.
• Wide range of wellness services
• Manyfacilitiesforfamiliesandchildren
• Widerangeofsportfacilities
• Culinary delights
• Peaceandquiet
• Activityandadventure
• Entertainment and fun
• Luxuryandquality
ThePUREWellbeingResortisaspaciousresort,designedtoalloweveryonetoexperiencetheir
own environment in their own space without disturbing each other.
Indesigningtheresort,specialattentionwasgiventocateringforallneeds.Ifyouwanttoreada
book without being disturbed while your children are playing and having fun with their friends in
thepool;onthePUREWellbeingResortthisisalwayspossible!
Wefocuspurelyontheguestwhowantsauniqueexperiencecombiningadventure,health
andrelaxationinaqualityenvironment.Wefocusontheguestlookingforluxuryandhigh-end
servicelevels.Youcansimplyloungeinthesunoryoucantakeadvantageofthemanyfacilities
andservicestheresorthastooffer.
Forthosewholovehighqualityfoodanddrinksfromthedifferentcornersoftheworld;PURE
WellbeingResortoffersarangeofgastronomicdelightsinitsrestaurantsandbars.
Forthoseofourguestswholiketoworkontheirmentalorphysicalhealthorjusttorelax,PURE
WellbeingResortpresentsWorldofWellness(WoW)withallyoucouldeverwantwithinreach
for the care of your mind and body.
Forthosewholovesports,PUREWellbeingResortoffersarangeofactivitiesfromhighimpact
tolowimpact.Intheresortyouwillfindmanyprofessionalinstructorsforprivateclassesand
training in case you wish to follow a personal approach.
Furthermore,ifyouareonholidaywithyourchildren,theycanbeentertainedwhilstyousmoke
aCubancigarinthespecialVIPcognacloungeoryouhaveastrollthroughthemanyluxury
boutiquesinsidetheresort.
LocationisvitaltooofcourseandatthePUREWellbeingResortyouwillfindbeautiful
surroundings,acrystalclearseaandafascinatingcoralreef.
Vast range of gastronomic
delights
Atotallyuniqueconcept
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13PURE Wellbeing ResortDeveloped and owned by EL SERY
The first of the three resort pillars is dedicated to Wellness.
The Concept
“YourWorldofWellness”(WoW)isanestablishedandrecognizedbrandname.YourWorld
ofWellnessisaserviceproviderintheareaofpreventativehealthcare.Theircoreconceptis
toofferservicesinafullyintegratedmanner.ThefocusofWorldofWellnessisonthreemain
topics:Nutrition,ExerciseandRelaxationandtherelationshipwhichexistsbetweenthem.
ThebuildingblocksoftheWoWprogramare:theWellnessTest®,theWellnessIndex®,the
PersonalHealthMaintenanceProgram,DigitalCoachingandMonitoring.
TheWoWconceptincludessharedownershipsalesofluxuryhotelapartmentsincluding
membershipoftheWoW,useofthehealthclubfacilitiesandprogramsatthePUREWellbeing
ResortinMarsaAlam.Anownerofasharedownershipapartmentbecomesamemberofthe
World of Wellness.
How it works
WithintheWellnessconceptofthePUREWellbeingResortinMarsaAlam,youhavethechoice
betweenusingtheWellnessservicespurelyforpleasureandrelaxationortousetheWellness
facilitiesforpreventionpurposes(oracombinationofthetwo).
Personal Health Maintenance
Program
3PURE Wellness
Pleasure and relaxation
14 PURE Wellbeing ResortDeveloped and owned by EL SERY
Personal Prevention programWhereyouaremainlyinterestedinusingthefacilitiesandservicesforpreventionpurposes,the
following applies:
Wellness test:Toassessyourlevelofwellbeing,youcanchoosetohaveanonline/digital
wellnesstestfollowedbyaphysicaltest(duringyourstayintheresort).
The digital/online Wellness test can be completed at home before your stay in the resort.
ThephysicalWellnesstestyoushouldideallyhaveonthefirstdayofyourstayattheresort.This
would be conducted in the resorts dedicated clinic.
Personalprogram:Followingthesetests,a“PersonalHealthMaintenanceProgram”(PHMP®)will
berecommended,settingoutindetailthedo’sandthedon’tstoachieveoptimalhealthanda
state of wellbeing.
Youareentitledto€750,-worthofWellnesscreditseveryyearforthefirstfiveyearsofyour
ownership(asmentionedinsection2.1).Youcouldchoosetousesomeofthesecreditstofollow
thespecialpreventionprogramsthatareavailableduringyourstaywithintheresort.
BasedontheresultsfromyourpersonalizedWellnessTest®yourPHMP®isdesignedtofityour
needs.ThePHMP®highlightsthestrengthsandweaknesseswithinyourWorldofWellness.Each
ofyourindividualresultsarepresentedandexplainedindetailandaprogramforimprovementis
outlined for the coming year.
YourpersonalizedHealthMaintenanceProgramwilloffersuggestionsforimprovementin
Nutrition,Exerciseand/orRelaxation.
Ifyouoptfortheseservicesandyoudecidetofollowtherecommendedwellnessprogram,you
willreceivemanysuggestionsandoptionswithinone(orall)ofthethreefocusareasyouhave
chosen which are easy to implement once you are back at home.
Onlineandphysical
Wellness test
Your ownpersonal prevention
program
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15PURE Wellbeing ResortDeveloped and owned by EL SERY
BasedonthisPHMP®,youwillreceiveafullHealthProgramwithservicesandtreatment
according to one of the three focus areas:
Nutrition:servicesrangingfromnutritionalguidanceorcookinglessonstopersonalcoacheswill
helpyoutofocusontheNutritionarea.IfyourPHMP®requiresyoutoloseweight,forexample,
you can choose from a range of diet programs that are suitable for you and you can learn how to
prepare healthy low calorie meals during the cooking classes that are given in the resort during
your stay.
Exercise:IfyourPHMP®requiresyoutoincreaseyourphysicalactivity,forexample,duringyour
stayyoucanhavearangeofexercisesorspecialtraininggivenbyqualifiedinstructorsthatare
suitable for you.
Relaxation:Arelaxationprogramisalsoavailable,forexample,tomanagedailystress.Private
trainerswillhelpyoutoachieveahigherfitnesslevel,oryoucanenjoytherelaxingpowerof
yoga.Duringyourstayintheresort,ayogamasterwillguideyouintheworldofrelaxationtoa
stress free body.
Asmentionedbefore,youalsohavethepossibilitytousetheWellnessservicesandfacilities
according to your own preferences thereby not following any kind of program just using the
servicesandfacilitiestorelax.
3
Three focus areas: NutritionExerciseRelaxation
16 PURE Wellbeing ResortDeveloped and owned by EL SERY
Facilities and Entertainment
Thesecondofthethreeresortpillarsisdedicatedtofamilies,withspecialfacilitiesandprograms
atthepools,atthebeachandfordining,providingexclusivechildcarecentresandgivingthe
parentsextrasecurity.
Creatingaresortwithintheresortoffersfamiliesalltheyneedforanunforgettableholiday
filledwithpureentertainmentandenjoymentforthechildrenandastress-freetimeforparents
knowingthattheirchildrenarehappyandwellcaredforbytrainedstaff.
Forfamilieswithchildren,thePUREWellbeingResortprovides,withineasyreach,allyoucould
everwantforeverymemberofthefamily,nomatterwhatage.
Thefamilyresortoffersnannyservices,swimmingclassesandallkindsofSportsclassesfor
differentagegroups.
Family Activities
• Weekly Welcome Party
• MiniFootball
• Basketball
• Badminton
• Swimming
Exclusivechildren’sclub
4 PURE Families
Allsportsforall ages
17PURE Wellbeing ResortDeveloped and owned by EL SERY
• Table Tennis
• Beach Volleyball
• GrillEveningsattheClubHouse
• FirePlaceWithMusic
• DJandKaraoke
• BabyDanceandchildren’sShows
• BeachGames
• DinnerParties
• Movies
• ThemedNights
• Gym
• BMXBiking
Parents facilities and entertainment
• Exclusivebuffetrestaurantandloungebar
• Billiard and darts room
• Library
• Beauty centre
• Hair stylist
• Cigar and cognac lounge
• Musicandrelaxzone
• Gamesroom
• Bar lounge
• OpenAirHealthclubandmassagetents
• InternetCafe
• Disco/NightClub
4Well cared for by
trainedstaff
Privacy for couples
18 PURE Wellbeing ResortDeveloped and owned by EL SERY
Tailoredactivitiesand programs
Pure fun and wellbeing
Children’s facilities
Anexclusivechildren’sclubandchildren’spoolsupervisedbyaprofessionalcaretakerwillgive
parentsextrasecurity.Thefamilyresortwillofferfacilitiesandentertainmentfortwoagegroups
sothatchildrenofallagesarewellcaredforandcateredforandcanenjoyinteractingand
making friends with similar aged children. The groups are:
A:Ages4to9(Kids)
B:Ages10to16(Teens)
Facilities include
• Children’sreceptiondesk
• Creativeroom
• Small cinema
• Sleeper room
• Gamesroom
• Shadedoutdoorchildren’splayground
• Shadedchildren’spoolwithtoys
• Water slide
• Halfpipeforinlineskating,BMXbicyclesandskateboards
• Specialchildren’s’restaurantwithasmallplayground,televisionandgamesarea
• Indoorchildren’splayground
• Childcare;Thefamilyresortoffersfullnannyservices
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19PURE Wellbeing ResortDeveloped and owned by EL SERY
Continuingourresort’sthemeofpurity,weofferPURESports.Thesportsfacilitieswillcaterfor
allabilitiesofsportsfromgentleexercisetoextremesportingactivities.
ThethirdresortpillarisdedicatedtoSportswithspeciallytailoredactivitiesandprograms.The
sportresorthasaseparatereceptiondeskwithinthemainreceptionbuilding,whichisshared
with the family resort.
Sporting facilities in the resort
• Tennis courts
• Basketball courts
• Volleyball courts
• Beach Volleyball
• MiniSoccercourt
• Boccia
• Swimming Pools
• Table Tennis
• Diving
• Squash
• BMX
• Water Slide
• Gymnasticoutdoortent
• Archery
• Vita Parcours
• MiniGolf
• Half Pipe
• Changing rooms with toilets and showers
Thesportsectionoftheresortwillofferawiderangeofdailyactivitiesguidedbyfullyqualified
professional instructors. Sports lessons with private teachers will be available to all guests.
Aprogramwillbelaunchedtoincludea“healthcheck-up”attheclinic,basedonthe“Worldof
Wellness” concept.
5PURE Sports
Fromexercisestoextremesports
Fullyqualifiedprofessional instructors
20 PURE Wellbeing ResortDeveloped and owned by EL SERY
Sportsfacilitieswillbeconnectedtothe“WorldofWellness”,includingahealthclub,(sport)
massagesandOlympicsizedpools.
Dailyswimmingpoolgames,basketballtournamentsandmorearefurtheractivitiesofpurefun
and wellbeing.
AprofessionalEuropeansportscompanywillbecontractedtomakesurethehighestpossible
qualityandsafetystandardsaremet.Thiscompanywillberesponsibleforprovidingsupervision,
trainingandeventualmaintenanceforthe“day-to-day”operation.
The team will employ English speaking local people to support local involvement and
employment and to avoid language barriers with guests from the local market. The team is
supervisedbyadedicatedteamofEuropeanManagers.
Children’s Sports and Entertainment
Thesportsteamwillalsooverseethechildren’sclubsandberesponsibleforthesupervisionof
this area.
Children will have a wide range of sports and entertainment programs available throughout the
day and evening.
Entertainment facilities and sport activities will include:
• Children’sClubSports
• Body Boarding
• PoolJetRacers
• RaftRacingatthepools
• Quadsrunners
• Camel and Horseback Riding
• Dance Classes
• BMX
• Half Pipe
• Table Tennis
• MiniGolf
Qualityandsafetystandards are met
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21PURE Wellbeing ResortDeveloped and owned by EL SERY
FortheguestsofthePUREWellbeingResort,highqualityfoodanddrinksfromallcornersofthe
worldisveryimportant.EspeciallyinEgyptandonthehotelresortsintheRedSeaarea,there
isnosuchthingasahighqualityculinaryoffer.Allavailableresortsfocusentirelyonthemass
market and the lower to middle class segment and the food and drink policy is set accordingly.
However,inthePUREconcept,foodanddrinkplaysavitalrole.Itisamaincontributortothe
optimalstateofwellbeingwhichPUREWellbeingResortaimstoprovidetoit’sguests.
Food and beverage
PUREWellbeingResortwillcreateaplacewhichletstheguestsrelax.ThePUREWellbeingResort
willpresentaculinaryandlifestyleconceptcalledCulinaryAvenue.Itwillbethecentralmeeting
pointattheresorttodine,shopandrelax.
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Highqualityfoodand drinks from all
corners of the world
Culinary Delights
22 PURE Wellbeing ResortDeveloped and owned by EL SERY
ThePUREWellbeingResortoffersitsguestsawiderangeofqualityrestaurantswhereyoumay
enjoywell-presented,exquisitefood.PUREWellbeingResortaimstoalwaysprovideaddedvalue
to the resort and to guests who are not just there to enjoy the sun. PURE Wellbeing Resort wants
togainareputationforgastronomicdistinction.
The PURE Wellbeing Resort will also provide a cooking studio to create a “do it yourself” food
concept. The image of the “do it yourself” concept is to support the World of Wellness idea of
preparingguided,modernandhealthyfood.
Theresortprovidesfoodandbeverageservicesatthepools,beach,bars,children’scluband
several à la carte outlets.
Theresortwillbemarketedasa“SoftAll-inclusiveresort”whichwillservemealsanddrinks
during lunch and dinner.
Thiswillworkincombinationwiththeseparaterestaurants.Thiswayyoucanchoosetohavea
quickpizzainoneofthefreerestaurantsduringthedayandhaveaspecialdinnerbycandlelight
inoneoftheup-marketàlacarterestaurantswithintheresort,whileyourchildrenarebeing
entertainedinthespecialchildren’srestaurant.
Buffet restaurants and bars
• Urban Living Lounge/Lobby Bar
• ItalianPastaandpizzarestaurant.ModernItalianlifestyleanddecor
• ItalianVinothequewithmozzarellabar
• ItalianGelateria,crepesandespresso,casual,modernItalianlifestyle
• SpanishTapasbar,Spanishtraditionaltapasbarwithwinedisplay
• MongolianBBQRestaurant
• Lebanese Restaurant
• AsianRestaurant,selfservicefastfood
• MexicanBeachRestaurant,SalsaandMerenguemusic
• ArabianPanMediterraneanRestaurant
• IndiancurryRestaurant
• Americancocktailbar
• GermanBierkeller.Bavarianfood,beersandentertainment
• Shrimps,LobsterandMusselsbar.ModerneatingBar
• BeachRestaurant,seafoodandpasta,easygoing,outdoorrestaurant
• Pool restaurants and bars
• WorldCuisineBuffetRestaurant,aglobal,modern,casualrestaurant
• Clubhousebuffetrestaurant
ThePUREWellbeingResortwillalsoprovideanexclusivediscoandnightclubattheResort.The
disco/NightClubwillofferlivemusicandDJnights.Acasino(pendingplanningapproval)located
at the resort will add value too.
Gastronomicdistinction
Food and beverage services spread
throughout the resort
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23PURE Wellbeing ResortDeveloped and owned by EL SERY
Accessibility
MarsaAlamInternationalAirportwasestablishedin2003andislocatedjust30minutesdrive
fromthePUREWellbeingResortinMarsaAlam.
Atpresentitserves35destinationsin13countrieswith110aircraftarrivalsperweek.
Tourism
Egypt has witnessed strong tourism growth in recent years as the country has embarked on a
targetedmarketingcampaign.AsaresultEgyptisnowthenumberonemediumhauldestination
fromtheUKandmanyotherEuropeancountries.Touristsaredrawnbytheincreaseinresort
accommodation,directflightsfromEurope,theworld’sbestdivingsites,nottomentionthe365
daysofsunshineandtheabundanceofculturallysignificantattractions.
7LocationandtheGeneralArea
MarsaAlamhasanInternational
Airport
24 PURE Wellbeing ResortDeveloped and owned by EL SERY
Culture
Egyptissteepedinsomeoftheoldestculturesknowntomanand,needlesstosay,easyaccessto
someofthemagnificenttreasuresofAncientEgyptiswithinreachoftheresort.Theresultisone
ofthefastestgrowingtouristdestinationsthroughouttheworld.Thisincreaseintouristnumbers
furtherleadstoanincreaseindemandforholidayapartmentsandaccommodation.
Climate
Theamazingclimateboastsvirtually365daysofPUREsunshineandcanbereachedin
approximatelyfivehoursorlessfrommostEuropeanairports.
Leisure and Diving
ThemanyprimedivingspotsintheMarsaAlamregionrepresentoneoftheregion’smain
demand generators.
Thecoralreefsinthisareaarelarger,morenaturalandlesscrowdedthanotheronesinthe
northernRedSea.Ofthesixofficialdivingspots,“Elphinstone”and“DolphinHouse/Shaab
Samadi”presentthemostsought-afterlocations.Spinnerdolphins,sharks,dugongsandother
largefisharehighlights.
Desertsafaris,camelandhorsebackridingandwatersportssuchaswater-skiing,wakeboarding,
sailingandsurfingarepopular.Dayandmulti-daytripstoculturalsitessuchasLuxor,AbuSimbel,
AswanandCairoarewidelyavailable.
AncientEgyptiantreasures within
easy reach
Uncrowded spectacular diving
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25PURE Wellbeing ResortDeveloped and owned by EL SERY
Evaluation
TopositionthePUREWellbeingResort,thedemandmarketinwhichitcompetesneeded
tobedefined.AfterthatthedimensionsoftheproductandcurrentmarkettrendsinEgypt
wereevaluated.Thisledtoafunctionalpositioninganddefinitionofthemarketshareforthe
development.
AnynewresorthastocompetewithahighnumberofexistingresortsontheRedSea.Themain
sourcemarketsareWesternandEasternEurope.AsecondarymarketisEgypt.
ThepresenttrendattheRedSeaisforamono-cultured,low-priced,low-quality“All-Inclusive”
concept,basedonsimilaruniquesellingpropositionsthroughoutmostresorts.Thelow-priced
“All-Inclusive”formulahascreatedadifficultbusinessenvironment.Manyresortsarecompeting
onthe“lowend”marketresultinginlowaverageroomratewithhighoverheadcosts.Many
resortsdon’thaveanyuniquesellingpointsthatclearlydifferentiatethemfromtherest.Theyall
offermoreorlessthesameandtheirmainattractionsarebasedonbeaches,sea,divingandthe
nice weather.
Highvolumeoccupancywithlowrevenuegenerationmakesitdifficultfortheoperatortomaintain
theproductonanacceptablequalitylevel.Fortheinvestors,thereturnoninvestmenttakeslonger
andisnotsustainablewiththetendencyofnotre-investingandmaintainingtheproduct.
Inthelongterm,manyRedSea-basedresortswillthereforefacedifficultiesintheyearsahead
iftheywanttomaintaintheirmarketshareatthesametimeasexpandingandincreasing
revenues.ThereforeithasbeendecidedtopositionthePUREWellbeingResortinMarsaAlamin
a“functional”upper-middleandhighclassmarketsegmentinEurope,EgyptandtheGCC.
Togeneratetherequiredrentalrates,theproductshouldattractadifferentguestsegmentwith
demandingguests.Thatclientelewillexpectmorethanispresentlyofferedinthemany“All-
InclusiveResorts”locatedontheRedSea.
Addingvaluetotheexistingproductdimensionswillstrengthentheoverallpositioningofthe
resort. This is why we have based the resort on the three pillars concept:
• Wellness• Family• Sports
These three pillars are supported by high-end culinary delights.
Asaresultofprovidingandoperatingaresortbasedonaconceptwithmorethanone“pillar”a
marketnicheinEgyptcanbefilled.Furthermore,amuchwiderdemandpotentialcanbeattracted.
Throughtheexistingpartnershipwithanestablishedbrandname,“WorldofWellness”,
indemnityisavailableanditcanbetappedtopositiontheresortinafavourableway.Bytargeting
families,demandcanalsobegeneratedoutsidethemainholidayseason.
8PositioningoftheResort
Extensivemarketstudies carried out to establish needs
High volume occupancy predicted
26 PURE Wellbeing ResortDeveloped and owned by EL SERY
Iftheneedsofthefamilyaremetwell,theirloyaltycanbereachedandfuturebookingsare
possible.Also,thefamilypositioningworkswellwiththetwootherresortpillars:Sportsand
Wellness.Whilechildrenareaccommodatedduringtheday,theparentscanusetheofferingsof
thewellnessorthesportsareasoftheresort.Duetothemanysportingoptionsthattheresort
locationhastooffer,i.e.divingandwatersports,integratingthesportspositioningasathird
pillar seems logical.
Onlyiftheneedsofthetargetgroups(families,sportingtouristsandwellnessseekers)arewholly
met,canthepositioningbebroughttomarketinathoroughway.
Image and Identity
ThePUREWellbeingResortwillbedefinedandrecognizedbythelocalandInternationaltravel
marketastheleadinghighclass,qualitywellnessandwellbeingresortinEgypt.Theresort’s
identitywillbedefinedaroundtheWorldofWellness,wellbeingandlifestyle,toattractawide
spectrumofpotentialguestsfromEurope,theGCCandthelocalmarket.Theresortwillhavean
imageofaworldclasswellnessresort,supportedbythesynergiesoftheotherpillarsforfamilies
andsportsenthusiasts,andofferthediscerninginternationallifestyleguestalltheyexpectand
muchmore.Inthisrespect,specialattentionwillalsobegiventotheculinaryaspectofthe
resort.
Target Groups
The PURE Wellbeing Resort will target the following segments as the primary group of consumers:
• Guestsinterestedinahealthylifestyle,withageneralinterestinfeelingandlookinggood
andahungertoenjoylifetothemaximumandappreciatethefinerthingsinlife.
• Families(withorwithoutchildren)whereparentscanenjoytheirtimewithorwithouttheir
children thanks to the many nanny and child care support services available in the resort.
Forthechildrenandfortheparents,therearemanydifferentkindsofhighqualityservices
andfacilitiesavailable.
• Sporty,dynamicpeoplefromallagegroupsthatwillbecateredforwithanalmostendless
rangeofsportsfacilitiessupportedbyateamoffullyqualifiedinstructorsandprivate
trainers. Feeling good is looking great.
• ConsumersofallagessearchingforWellnessandwellbeingactivities.
• Diversandwatersportsenthusiasts,thetraditionalRedSeaguest.
• Generalholidaymakers.
• Sportsclubsandnationalteams,duetothewidescopeoffacilitieswithintheresortandthe
supportfacilitiesavailable.
• Pensioners searching for a mild winter climate but looking for more than just the sea and
the sun.
ThegeographicalsegmentationwillincludeWesternandEasternEurope,theGCCandthelocal
market.Thesocio-economicsegmentationwillbewidespreadandofferaqualityproductatthe
resort for upper-middle and higher income levels.
Demand can be generated outside the main holiday
season
Appreciatethefinerthingsinlife
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27PURE Wellbeing ResortDeveloped and owned by EL SERY
Definedandrecognizedbylocalandinternational
travel market
Discerning international
lifestyle guests
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28 PURE Wellbeing ResortDeveloped and owned by EL SERY
SALESCHANNELSTOUROPERATORSInternetTravelAgents
DEMAND9
29PURE Wellbeing ResortDeveloped and owned by EL SERY
Sales Channels
Intoday’shospitalityfield,manydifferentsaleschannelsandtoolsareavailabletosuccessfully
promotealargepropertysuchasPUREWellbeingResort.Welistthemostimportantdistribution
methods below.
Furthersalesandrevenuepotentialintermsofon-sitesalesderivesfromtheownersandWoW-
clients.TheywillbooktheirflightticketsbythemselvesandwillarriveatMarsaAlamInternatio-
nalAirportseparately.Thisprovideshighpotentialforup-sellingmeal-package-productsand
otherproductsandservicesonsite.Ithelpstheresorttogenerateadditionalcashflow.
Tour Operators
InternationalTourOperatorsarecontractedsuppliersorbrokerswithdirectaccesstotravel
agentsnetworksbasedinallmajorEuropeancities.
Internet
Internationalinternetwholesalersprovideworldwideexposurethroughinternet-baseddistribu-
torssuchaswww.booking.com,www.expedia.comandmanymore.Aprogramisbeingdevel-
oped to help market the resort with a specialist company to cover:
• Social networking
• SocialMedia
• DigitalMarketing
MICE-Business(Meetings,Incentives,ConventionsandExhibitions)fromthenearbyGCCisan
excellentopportunity.Theflightdistanceislessthantwohoursandtherearemanypotential
corporatecompanieslookingformeetings,workshopsandproductintroductionswithinthis
travelzone.
Travel Agents
TheGCChasalargepotentialtogeneratebusinessfromInternationaltravelagents.TheGCCis
hometomanyex-patslivingincountrieslikeKuwait,Bahrain,Qatar,UAEandKSA.
ButalsodomestictravelagentsattendingtopotentialmarketsinCairo,Alexandriaandthemid
sizedcitiesandtownslocatedintheNileDeltawithdirectflightsfromCairoandAlexandriato
MarsaAlamInternationalAirportareofinterest.Weekendpackages,honeymooners,andlocal
publicholidaysduringdomesticschoolholidaysarepopular.
9DemandGeneratorsforOccupation
DEMAND
Successful promotion
Generatecash-flow
Importantdistributionmethods
30 PURE Wellbeing ResortDeveloped and owned by EL SERY
10 TheProperties
Allthepropertiesonthisluxurybeachfrontresorthavebeenpositionedsoastomaximiseuseofallthefacilities.Everyonewillhavearangeofactivitieswithin
easy reach.
31PURE Wellbeing ResortDeveloped and owned by EL SERY
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32 PURE Wellbeing ResortDeveloped and owned by EL SERY
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Thepropertiesinthisresortareallfinishedto
the highest standard. The furnishing,fixturesand
fittingsaretopqualityandall included within the price
of the property share.
33PURE Wellbeing ResortDeveloped and owned by EL SERY
Purchase Procedure
Payment schedule A:
€1500.-uponreservation,followedby100%(lessreservationfee)paymentofthepurchaseprice
withinthreeweeks(21days)ofthedateofreservationfeepayment.
Payment schedule B:
€1500.-uponreservation,followedby50%(less50%ofreservationfee)ofpurchasepricewithin
threeweeks(21days)ofthedateofreservationfeepayment.Theremainingof50%ofpurchase
price is due on the physical delivery.
Abankguaranteeforthefirstfiveyearsoftherentalagreementisincludedwithyourpurchase.
Thisguaranteewillbehandedoveratcompletionanduponpaymentof100%ofthepurchase
price(paymentscheduleB)orwhenpaymentof100%ofthepurchasepriceisreceived(payment
scheduleA).
RegistrationPropertyregistrationdiffersgreatlyinEgyptfrommuchofEurope.Thepropertyregistration
systemisstillinitsinfancyandcurrentlyonlyabout10%ofpropertyinEgyptisregistered.
Althoughmanydon’tregistertheproperty,ElSerywillprovideallLifestyleownershippurchasers
withatitledeedonwhichtheirnameandthesharetheyownwillbespecified.
TaxesEgypthasveryfewtaxes.Thisisoneofthestrongdrivingforcesbehindthehighlevelofforeign
investmentinthecountry.Egyptworksonaself-declarationtaxationsystemwhererentalincome
derivedfromfurnishedpropertyisclassedinthesamebracketasgeneralincometax.Thetaxable
incomeissubjecttoaflat10%taxon70%oftheyearlyrentalincome.Egyptdoesnothavecapital
gainstax,inheritancetaxorstampduty.Theonlyotherrelevanttaxisa2.5%salestaxonthetotal
salepricewhichispayableifyoursharewillbere-soldaftercompletion.(Source:www.bi-me.com)
Purchase TransparencyAvailability:AllqualifiedpartnersandselectedagenciesthatareentitledtoselltheLifestyle
ownership apartments in the PURE Wellbeing Resort work from the same availability and the
sameprices,toprovidethefairestmarketplacepossible.Therefore,anyagentwillbeableto
provideyouwithaccesstoexactlythesamepropertiesatthesamepriceasthenext.
11PurchaseProcedureandBankGuarantee
SecurityTransparency
Trust
NocapitalgainstaxinEgypt
34 PURE Wellbeing ResortDeveloped and owned by EL SERY
12FAQs• MarsaAlam,Egypt,islocatedinthesouth-eastofEgypt,onthewestcoastoftheRedSea
• ThePUREWellbeingResortislocated30minutesdrivefromMarsaAlamInternationalAirport
• FivehoursflightfromtheUKandmanyotherEuropeancities
• Fivestarbeachfrontluxuryresort
• UniqueWorldofWellnessconceptinEgyptwithmanyfacilitiesforWellness,FamiliesandSports
Where is PURE Wellbeing ResortMarsaAlam?
What is it like?
How many units are there and how much do they cost?
• 790sharesarenowavailable(79apartments)
• Thesharesinthetwobedroomapartmentsaresituatedonthegroundfloororonthe
secondfloor(penthouse).
• Introductionpriceof€19.995whichisfullyinclusiveofhighqualityfurniture,decoration,
purchaseandregistrationcosts.
• Each apartment has ten owners
What is the local infrastructure like?
How many phases are there?
CanIvisitthesite?
• Thereisahighwayconnectionfromtheairporttotheresortandanewdirectaccessroad
into the resort site is being built.
• There will be 24-hour security and parking
• Theresortwillhaveawiderangeofamenitiesonoffer
• There will be two development phases
• Phase1willoffer790Lifestyleownershipunitsandwillbecompletedby2012
• Yesthereisasalesofficeonthesitewhereasalesconsultantwillaccommodateviewingtrips
How long will it take totravel there?
• TraveltimesfromtheUKandmostEuropeancitiesisaroundfivehours
• TraveltimefromtheMarsaAlamInternationalAirporttotheresortisjust30minutes
Whyisthisresortunique?
Who is the owner of the land?
What about the other partners?
• TherearenoresortslikethiswithaWorldofWellnessconcept.Itisalow-density,very
modernandluxuriouslifestyleresort.
• ThePUREWellbeingResortisatotallyuniqueconcept.Itisfocusedonqualityandluxury
andoffersmanyfacilitiestargetedatWellness,Sports,Familiesandqualityfood/drinks.
• TheLandisownedbytheEgyptiancompanyELSeryforTourismDevelopment
• Theyhaveallbeenchosenonthebasisoftheirextensiveexperienceinthesectorandtheir
ability to give the best advice to ensure the project is well-managed.
ArethereanyyearlyfeesorchargesIneedtopay;Istherental guarantee amount net of
service charges?
• Theonlyfeeallownersneedtopayisanannualmaintenancefeeof€150(indexedby
inflation)perLifestyleownershipshare.
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35PURE Wellbeing ResortDeveloped and owned by EL SERY
FAQs12Whatarethemainfacilities?
Whatpurchasingrestrictionsare there for those foreign
investors in Egypt?
What are the visa requirementsforthose
purchasing?
Istherentalpaidyearlyandin arrears?
Who is the rental guarantee backed by and how long is it for?
When are the apartments ready?
• Spa,wellness,thalassoandbeautycentre
• Manysportfacilities
• Over20restaurants
• Bars and a night club
• Shopping mall
• Cinema
• Supermarket
• Amphitheatre
• Children’splayground
• Tennis courts
• NineswimmingpoolsandtwoOlympicsizedpools
• Private beach with coral reef
• Dive centre and watersports shop
• Medicalanddentalservices
• Botanical landscaped gardens
• Limo service and car rental
• Shuttleservicefromandtotheairport
• 24hourconcierge,receptionandroomservices
• Internetconnectionforallapartments
• Climate control in all apartments
• Travelandexcursionservices
• TherearenolongeranyrestrictionsondirectforeigninvestmentintoEgypt,sincethe
government adopted their policies to encourage foreign investment into the country.
Thereforeanindividualorcompanymayholdtitletoasmanyseparatepropertiesasthey
wish.AswithallpropertywithinEgypttheywouldbesubjecttoa2.5%salestaxupon
resale.Thereisnocapitalgain,stampdutyorinheritancetaxinEgypt.
• YouarenotrequiredtoholdavisainordertopurchasepropertyinEgypt.Shouldyouwish
tovisitEgypt,youcangetavisitor’svisaforathreemonthperiodwhenyoulandinEgypt
atacostofUSD20.Shouldyouwishtostaylongerthanthis,youcanorganisethiswiththe
localauthoritiesforuptooneyear.OwningapropertyinEgyptdoesnotautomaticallygrant
residency.
• The rental income is paid to the share owners bank account at the end of each calendar
year.
• ForthefirstfiveyearsthereisabankguaranteeofferedbyaleadingEuropeanbank.
• Therentalagreementisissuedforlifetimeofownership(99years).
• Phase1willbecompleteandoperationalin2012.
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Contact details
Email:
Website:
www.elsery.com
El Sery for Tourism Development
Address:
44,AbdelMoneimRyad,1/3
ThirdFloor,Flat31,
Giza,Cairo,Egypt
Chamber of Commerce no:
CoC16991,Egypt
El Sery The Netherlands
Address:
Herenweg181,
1934BAEgmondaandenHoef,
TheNetherlands
Tel:
+31(0)858500199
This document contains confidential information for exclusive use of the intended recipient. If you are not an intended recipient, please contact El Sery
immediately at [email protected]. This document may contain forward-looking statements. These forward-looking statements can generally be identi-
fied as such because the context of the statementwill includewords such as plans, expects, should, believes, anticipates orwords of similar import. Mem-
bers, potential investors and other readers are cautioned that these forward-looking statements are predictions based only on current information and ex-
pectations that are inherently subject to risks and uncertainties that could cause future events or results to differmaterially from those set forth or implied
by the forward-looking statements. These forward-looking statements are onlymade as of the date of this executive summary and El Sery does not under-
takeanyobligationtopubliclyupdatesuchforward-lookingstatementstoreflectsubsequenteventsorcircumstances.Whilstallcarehasbeentakentoensure
the information contained within this document is true and accurate, this document holds no contractual value. This document and information contained
hereinmaynotbeduplicatedordisseminatedwithout theexpresswritten consentof El Sery.Anyunauthorizeduse is strictlyprohibited.All rights reserved.