United Media Services (UMS) has officially announced the launch of the third edition of the New Alamein Festival, the largest festival of its kind in Egypt and the Middle East, taking place from July 18 to August 29, 2025. This comes in line with the company’s vision to produce world-class events that offer high-quality entertainment and cultural experiences, meet the aspirations of Egyptian and Arab audiences, and promote Egyptian tourism on regional and global platforms.
Held in the heart of New Alamein’s Heritage City, the festival is organized by Tazkarti, a company with an impressive track record in delivering major international events. It is held at the newly established U-ARENA, a vibrant venue developed in record time to accommodate thousands of visitors passionate about music and the arts. This edition is held under the patronage of leading sponsors: Telecom Egypt, City Edge Developments, Egypt Post, and the National Telecom Regulatory Authority.
Building on the remarkable success of its first two editions, the festival has cemented its status as a comprehensive platform celebrating all forms of art and entertainment. Last year’s edition attracted widespread participation from across Egyptian society and welcomed visitors from over 104 nationalities, alongside the attendance of numerous public figures, officials, and diplomats from across the Arab world and beyond.
This year's festival promises an even richer lineup, featuring a stellar cast of top Arab music stars, including Amr Diab, Angham, Assala Nasri, Tamer Hosny, Tamer Ashour, Marwan Pablo, Lege-Cy, Wegz, and Cairokee, making it one of the most anticipated summer events in the region.
The second edition of the New Alamein Festival, organized by UMS in July 2024, was a resounding success, attracting around 2 million visitors and tourists. It featured an extensive collaboration with both public and private sector entities, with a diverse program encompassing artistic, sporting, and cultural events. The festival received widespread acclaim, including praise from Prime Minister Dr. Mostafa Madbouly, who highlighted its role in showcasing the ongoing development of New Alamein City and its importance as a strategic tool in supporting tourism and promoting Egypt globally.
New Alamein City, the host of the festival, stands as one of Egypt’s fastest-growing and most attractive tourist destinations, thanks to its prime location on the Mediterranean coast and the extensive urban development it has witnessed in recent years. Last summer alone, the city welcomed over one million tourists, underscoring its rising appeal as a premier travel and investment destination.
Part of Egypt’s fourth-generation cities, New Alamein boasts world-class tourism and commercial infrastructure, including luxury residential towers, shopping malls, and entertainment and cultural facilities. The city is divided into two main zones — residential and coastal — and includes diverse districts such as the Hotel Quarter, Conference Center, Entertainment Zone, Fanara Marina, City Center, and various tourist housing developments.
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