Rixos Hotels Egypt and Inventum Global signed a historic strategic partnership that will open the door to a new era in global event and destination competition. The multi-year “Strategic Partnership & Market Development Agreement,” aiming to position Rixos Egypt at the center of the world’s new-generation luxury event destinations, was signed in Hurghada by Mr. Erkan Yıldırım, CEO of Rixos Hotels Egypt, and Mr. Bünyat Özpak, Co-Founder of Inventum Global.
The agreement, regarded as one of the most remarkable private sector partnerships in recent years within the global MICE, congress, and destination wedding industries, aims to integrate high-value luxury wedding, congress, MICE, and special event demand from the India, Commonwealth of Independent States (CIS), Middle East, Europe, United Kingdom, and United States markets into the Rixos Hotels Egypt portfolio.
While the agreement covers the entire Egypt portfolio of Rixos Hotels Egypt, two flagship properties will be specially highlighted throughout the three-year programme: Rixos Radamis in Sharm El Sheikh and Rixos Premium Magawish Suites & Villas in Hurghada. Both properties feature truly one-of-a-kind characteristics on a global scale.
Two Flagship Destinations, Two Unparalleled Capabilities in the World
At the heart of the partnership stands the 3,000-room Rixos Radamis in Sharm El Sheikh. With its massive congress and convention centre, large-scale and multi-option indoor and outdoor event capacity, and integrated structure, Rixos Radamis resembles a city rather than a hotel. Bringing together simultaneous world-class weddings, MICE programmes, international congresses, and entertainment-grade productions within a single destination, Rixos Radamis will be positioned not as a traditional resort, but as a pioneer of the world’s new “Global Event City” category.
The unique property of Hurghada, Rixos Premium Magawish Suites & Villas, will be positioned as one of the world’s most remarkable properties within its category, with its ultra-luxury room types, high-end facilities, and expansive event spaces. Rixos Magawish will be introduced to global markets as a hub for luxury destination weddings, boutique MICE programmes, upper-segment corporate incentive groups, and highly exclusive events.
The primary objective of the partnership is to position Rixos Radamis and Rixos Magawish as Global Event City, while ensuring that the world’s most productive agencies, tour operators, and event planners — capable of generating MICE, wedding, congress, and special event business on a global scale — closely experience these two flagship destinations, generate demand, and develop business opportunities for them.
Erkan Yıldırım, CEO of Rixos Hotels Egypt, said, “Rixos Radamis is creating a new category in global tourism with its 3,000 rooms, unparalleled congress infrastructure, massive space and operational capacity, and Club Privé villas. This is not a resort — it is a category of its own. Rixos Premium Magawish Suites & Villas complements this vision with its ultra-luxury positioning and unique experiential capacity. Bringing such a monumental vision onto the global stage requires far more than traditional agency relationships; it demands a global-scale architecture of promotion, positioning, and demand engineering. At this point, we are extremely excited to embark on this journey together with Inventum Global, which brings together the world’s most qualified MICE tour operators, event planners, and luxury wedding agencies within a single ecosystem. This agreement and structure — with one of the rare organizations capable not only of marketing a destination, but also of building global demand around it — will redefine the position of Rixos Hotels Egypt within the MICE and luxury event tourism industry.”
An Ecosystem That Creates Demand
Going beyond the traditional definition of a “DMC” within the industry, Inventum Global positions itself as a next-generation Global Destination Demand & Market-Making Ecosystem. In recent years, the company has evolved from a destination management organization into an international demand-generation and market-building platform operating across luxury weddings, MICE, experiential tourism, and destination positioning. It has also expanded both its source markets and destination portfolio.
Inventum Global adopts a business model based on scale and vision alignment, working only with a select number of pioneering destinations and brands worldwide. This partnership established with Rixos Hotels Egypt stands out as one of the strongest examples of the company’s strategic selectivity approach.
Within this scope, Inventum Global will manage simultaneous and powerful promotion and positioning activities for Rixos Hotels Egypt across the MICE and destination wedding segments. Going far beyond a conventional promotional activity, a targeted, multi-layered, and simultaneous global positioning and demand development strategy will be executed across five continents. In line with this vision, the International MICE & Wedding Forum (IMWF) — the flagship platform bringing together the world’s most qualified luxury wedding and MICE buyers — will be actively utilized.
In addition, the upcoming IMWF Insider premium digital media network, Inventum Global Academy, the IMWF Certification Programme, and IMWF Awards will also play active roles as part of this ecosystem. Hosted buyer programmes, FAM trips, international roadshows, cinematic content and production projects designed to carry the power of the destinations and Rixos Hotels Egypt onto the global stage, exclusive workshops, PR and media authority campaigns, as well as Strategic Operator Alliances being developed with the world’s largest outbound distribution platforms in the global arena, will all be activated at full capacity.
The partnership covers the entire portfolio of Rixos Hotels Egypt: Rixos Radamis, Club Privé by Rixos Sharm El Sheikh, Rixos Premium Magawish Suites & Villas, Rixos Sharm El Sheikh Adults Only, Rixos Premium Seagate, Rixos Premium Alamein, Rixos Montaza and Swissotel Sharm El Sheikh.
Bünyat Özpak, Co-Founder of Inventum Global, said, “We do not merely market destinations; we prepare them for the future, strengthen their service infrastructures, and build global demand around them. The vision put forward by Mr. Erkan Yıldırım and Rixos Hotels Egypt represents true pioneering leadership for the global MICE and destination wedding tourism industry. We are bringing together two unparalleled flagship destinations — Rixos Radamis and Rixos Premium Magawish — with the world’s most productive global buyers. What we are formalizing today is not a marketing agreement — it is an architecture of category leadership. This agreement opens a major gateway of opportunity not only for Rixos Hotels Egypt and Inventum Global, but also for our agency, tour operator, and event planner partners around the world who have the capability to generate MICE and wedding groups. We are offering them unmatched destination platforms, supported by flawless operational infrastructure, which they can confidently present to their highest-level guests. After achieving our targets during the first five years, we are now moving into the construction of a new era; and we are embarking on this journey together with Rixos Hotels Egypt, to whom we are grateful for their trust in us and for the shared vision we have built together.”
Long-Term Industry Impact
The partnership has been built upon a multi-year vision covering the 2026 programme activation and the 2027–2029 strategic cycle. During this period, phased market positioning, ecosystem activation, and the establishment of category leadership will be carried out across the targeted global markets. The objective is to position the unique properties of Rixos Hotels Egypt — particularly Rixos Radamis and Rixos Premium Magawish — at the center of the world’s most qualified luxury demand traffic over the next decade.
According to many industry experts, this partnership model is considered to be setting a new standard not only for Egypt, but also for the market positioning of premium destinations on a global scale. This approach, which has begun with Rixos Hotels Egypt, is expected to become a benchmark model for pioneering destinations in different parts of the world in the coming period.
The major partnership is planned to evolve into a broader international strategic collaboration network through exclusive strategic meetings to be held next July in Mumbai with the world’s leading outbound operators.
