1. The Opportunity: Defining the Identity of a Once-in-a-Generation Destination

Few destinations on earth possess the magnetic allure of the Pyramids.

Despite their global prominence, the broader landscape of Giza, Saqqara, Memphis, and Dahshur had long lacked a unified vision or identity. Visitors saw one of the world’s most recognisable silhouettes, but the experience around it was disjointed. No single narrative connected the archaeological sites, emerging districts, new transport technologies, or the sweeping master plan aimed at elevating Egypt’s cultural tourism future.

Against this backdrop, WATG, the renowned global master planning firm, was appointed by the Government of Egypt to reimagine the entire Pyramids region, a territory covering more than 1,100 km². Luxury Partners was chosen as WATG’s branding specialist, responsible for defining the destination’s identity and shaping the master plan’s strategic and communicable ambition.

This assignment required a brand capable of honouring millennia of heritage while presenting a forward-looking promise to government, investors, operators, communities, and visitors. The opportunity was clear: develop the first genuine destination brand for humanity’s greatest cultural landscape, transforming fragmented elements into a single iconic identity.

3. The Solution: Akhet, a Brand Rooted in Heritage and Conceived for the Future

The strategic insight behind the solution was straightforward but profound: the Pyramids represent humanity’s greatest cultural legacy, yet the experience surrounding them lacked coherence, purpose, and identity. The brand needed to unite the destination through a single, uplifting idea powerful enough to guide decades of development.

The breakthrough was achieved through symbolism rather than geography. Akhet, the ancient Egyptian term for ‘horizon,’ served as the foundation. In hieroglyphic form, Akhet depicts the sun rising between two peaks, symbolising a sacred passage between worlds, life and afterlife, darkness and light. The Great Pyramid itself was once called Akhet Khufu – the Horizon of Khufu. This authentic lineage gave the name deep cultural legitimacy and narrative richness.

As a destination brand, Akhet feels unmistakably Egyptian yet universally stirring. It captures the region’s essence: a place marked by renewal, continuity, and human imagination through time. Paired with the tag line ‘Threshold to Eternity,’ the brand conveys the moment of standing at the edge of something profound, a horizon not just remembered but freshly envisioned.

The accompanying strategy provided the intellectual framework for identity: Akhet as the unifying horizon for a multi-nodal destination; Akhet as a symbol of stewardship and progress; Akhet as the narrative backbone through which heritage, community, connectivity, composition and custodianship align.

The master plan’s intricate vision was distilled into a clear, emotionally resonant story.

5. The Way Forward: From Vision to Implementation

The Akhet Tourism Master Plan has already begun its journey from strategy to national action.

On 9 December 2025, WATG and Luxury Partners presented the full vision and the Akhet brand to H.E. Dr Mostafa Madbouly, the Prime Minister of Egypt, alongside senior ministers and officials. The recommendations were formally approved, with the Prime Minister recognising the transformative potential of a unified destination identity for the wider Pyramids region.

At the end of the meeting, Dr Madbouly announced that a dedicated government entity will be appointed to conclude all procedures related to the project. This body will oversee the coordinated implementation of the master plan, ensure smooth inter-ministerial coordination, and act as the custodian and promoter of the Akhet brand.

This commitment marks a vital next step: Akhet is no longer just a strategic proposal or an engaging narrative. It is now a national initiative with a clear mandate, a governance framework, and the political backing needed to oversee its implementation. The focus has shifted from idea to reality, and Akhet is poised to transform Egypt’s cultural identity now and into the future.