Melc Travel Group: our MICE partner in Egypt

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We've organized our famtrip to Egypt with Melc Travel Group. During this trip we interviewed MTGroup's CEO Azza Zaghoul. We share with you excerpts from this conversation.

Azza Zaghoul was with us throughout the trip, taking care of every little detail. Probably, we have never met such an attentive business owner in foreign famtrips. She was genuinely interested in our feedback, since she sees it as the basis for successful business development with customers from Russia. Melc Travel Group has extensive experience working with clients from European countries, and now plans to expand to the East.

MICE&more. When planning an event, it's important to have a reliable partner. Why should we choose Melc Travel Group?

Azza Zaghoul. Melc Travel Group is Travel wing of the well-known investment company Middle East Logisitics and Consultant Group (MELC GROUP). It unites various areas: MICE and events, exhibitions and launches, logistics and transfers, air tickets and visas, branding and design. When you contact us, you receive a whole range of services for any task. 

MICE&more. How long have you been cooperating with this company?

Azza Zaghoul. Since the foundation. I was born and raised in Alexandria. In this city I received a European education, as I studied at a German school. I started my career in 1980 as part of the import department team at Misr International Bank in Alexandria (now QNB), but even then I dreamed of creating a unique travel management company in my beautiful land of Alexandria. In 1987, this dream came true. Together with other Partners & Family members, we created our own company Melc Travel Group which was rebranded in 2018 and within it I have come a long way from working at the ticket office to the CEO. That is, I am personally familiar with all stages of customer service.

So I can say, that I started in the travel industry in 1986 and moved into the MICE sector in 1992. My very first MICE project was organizing a conference for the Agriculture University in Alexandria. We handled everything—from welcoming participants at the airport, arranging hotel transfers, and managing daily transportation to the venue, to overseeing the logistics, optional tours, and all event-related services. That’s how my journey in MICE began.

MICE&more. What about of milestones of your company's history?

Azza Zaghoul. I can note that we were the first to create a MICE department to work in the northern regions of the country, became an official partner of the International Book Fair and organized a large number of successful events for medical associations. We have many awards.

MICE&more. How has the MICE industry in Egypt evolved since 1992?

Azza Zaghoul. It has changed dramatically. The infrastructure has improved significantly—new venues, hotels, and cutting-edge technology like 3D mapping are now part of the landscape. Roads are much better and more accessible. For example, there’s now a direct ring road connecting the airport to the pyramids. As you may have noticed during your visit, traffic is no longer the nightmare it once was. These improvements make it much easier to organize events at iconic sites, even when guests are staying some distance away.

Egypt’s MICE industry is also growing in terms of quality and scope. We have a wide range of venues and a strong network of local professionals in branding, media production, and event management. Everything—from concept to execution—can be done in Egypt at an international standard.

MICE&more. That’s impressive. What about team-building activities or MCs? Do clients need to bring their own teams from their countries or can everything be arranged locally?

Azza Zaghoul. There’s no need to bring anyone from abroad. We work with experienced partners in Egypt who specialize in full-scale team-building programs. Clients can either share their vision or let us propose creative ideas—like a Roaring ’20s themed evening. We handle everything in-house: decor, costumes, lighting, and performances—all delivered by skilled Egyptian professionals.

For example, the opening ceremony of the National Museum was entirely produced locally. The upcoming Grand Egyptian Museum inauguration will also be fully Egyptian-managed. We’re confident in the talent and resources available here.

MICE&more. When is the best time for groups to visit Egypt?

Azza Zaghoul. Egypt is a year-round destination, thanks to its diverse regional climates. The North Coast, for example, is wonderful in summer, but hotel availability there is limited. For most MICE groups, I recommend coming between October and May, when the weather is pleasant and there’s a broader selection of accommodations and venues.

MICE&more. Which destinations would you recommend for different types of groups? Cairo, Luxor, Hurghada, or Sharm El Sheikh?

Azza Zaghoul. It depends on the group’s focus. Hurghada and Sharm El Sheikh are primarily beach destinations, ideal for relaxation or informal incentives. For cultural programs, conferences, or large productions, Cairo and Alexandria are better suited. Alexandria, while also coastal, has excellent facilities for corporate events—such as the Bibliotheca Alexandrina, which offers professional conference spaces with stunning views of the Mediterranean.

MICE&more. Do you see strong tourism potential in Alexandria?

Azza Zaghoul. Absolutely. Alexandria is undergoing a remarkable transformation. Infrastructure is being upgraded, new hotels are opening, and the city’s cosmopolitan spirit is being restored. A great example is the Rixos Montaza, a luxury hotel built within a royal palace complex. Groups can visit key venues like the Greco-Roman Museum, the Jewelry Museum, and The Bibliotheca Alexandrina. Alexandria is a perfect blend of heritage and modern MICE capability.

MICE&more. Do you operate across all of Egypt?

Azza Zaghoul. Yes, we do. We understand that MICE programs are highly personalized, and we take great care to ensure every detail is perfectly managed, no matter the location.

MICE&more. Which markets does your company primarily work with?

Azza Zaghoul. We focus mainly on European and Central European markets. I was formerly part of the Lufthansa City Center network, which helped us build strong relationships in Germany, Belgium, and the Netherlands. We’re also the Egyptian representative for ATG, a U.S.-based corporate travel management company, which extends our reach globally. And of course now when we have a Russian speaking representative Svetlana Camp-Sloan, we are aiming at working closely with the Russian Market.

MICE&more. What sets your agency apart from others in Egypt?

Azza Zaghoul. We’ve been in business since 1986—nearly four decades. Our depth of experience in MICE is hard to match. Beyond that, we have longstanding partnerships with top-tier professionals in media production, event planning, and logistics. For example, one of our collaborators organized a high-profile wedding for a prominent Indian-American couple, themed entirely around Egyptian heritage. The celebration spanned five historic palaces.

Whether it’s a grand affair or an intimate gathering, we aim for the “wow” factor every time. And we’re known for our responsiveness. We don’t go silent for days; we stay connected and interactive throughout the planning process.

We're also developing our own luxury Nile yacht, Cleo. This will be a game-changer for premium MICE and incentive experiences.

MICE&more. That sounds exciting. What inspired you to build your own yacht?

Azza Zaghoul. Post-COVID, we noticed a rising demand for personalized, small-group experiences. We envisioned a high-end, quiet, and eco-friendly river cruise, and that’s how Cleo was born. It has no engine onboard and is towed by a tugboat, making the journey perfectly silent. Solar panels power it at night, so there’s no need for noisy generators. We call it “slow tourism”—luxurious, serene, and sustainable. The name Cleo comes from Cleopatra, Queen of the Nile, and as Alexandrians, we wanted to honor her.

MICE&more. What are your favorite venues in Egypt?

Azza Zaghoul. The list is long, but some standouts are: The Pyramids, Luxor Temple, Hatshepsut Temple, Medinet Habu Temple, Karnak Temple, Philae Temple in Aswan, Abu Simbel. Many of these venues can be used for private events, offering a truly unforgettable experience with WOW-effect.

Imagine stepping into a setting where history meets elegance—a private event held within the awe-inspiring walls of the ancient Temple, one of Egypt’s most iconic UNESCO World Heritage sites. Guests arrive just after sunset, a red carpet guides them through a pathway lined with torches and traditional musicians playing soft oud melodies. The ambiance is ethereal—centuries of history blending seamlessly with modern sophistication. This a once-in-a-lifetime experience.

We are licensed to organise such events and handle everything—from securing the necessary permits to managing every detail—to make your event truly magical.

We thoroughly know the Egyptian tourism market. You could feel it during the famtrip. Our company's positions are especially strong in the luxury segment.

MICE&more. How would you describe yourself in a few words?

Azza Zaghoul. A CHALLENGER surrounded with a great team, therefore we provide exceptional international service blended with our local flavor. Melc Travel Group is a Signature of Excellence in Egypt.