Golf Business News – Four Seasons Hotel Sharm El Sheikh partners with 54 to develop new Robert Trent Jones II course

The owner of Four Seasons Sharm El Sheikh is partnering with 54 to build a new 18-hole championship golf course at the luxury Red Sea resort, due to open in 2026.

Talaat Moustafa Group has appointed 54 strategic advisors to oversee the development of the ambitious new project as well as a number of pre-opening services including construction, operations and marketing.

The global sports and entertainment agency will also work with Turfgrass to oversee the complex agronomic challenges of building a new course next to the desert.

Robert Trent Jones II Golf Architects has been confirmed as course architect, with Mike Gorman leading the project.

TMG’s Madinaty Golf Club, located on the outskirts of Cairo, has already made a mark on the golf scene and was awarded Players’ Choice Course of the Year by the Asian Tour following the conclusion of the 2022 Egypt International Series.

Omar Hisham Talaat, Chief Business Development Officer of Talaat Moustafa Group, said: “The group is committed to strengthening golf infrastructure in Egypt, especially Sharm el-Sheikh, one of the most attractive tourist destinations in the world.

“Partnering with 54, which has some of the best clients in the world, will help us make the neighboring Four Seasons Resort Sharm el-Sheikh even more attractive to international visitors, especially those seeking unforgettable experiences on the beautiful Red Sea.”

Ed Edwards, CEO of 54, said: “This is a particularly exciting project for 54 because of Sharm el-Sheikh’s stunning location and the technical challenges it presents. We will help create a project that is suitable for this A course in a unique location that will become a valuable asset to an outstanding destination for global travelers.

By 2024, 54's strategic consulting, asset optimization and engagement and activation divisions have all experienced exponential growth, working with an increasingly stable roster of courses, multiple sports governing bodies, brands and rights holders.

The Four Seasons project in Sharm el-Sheikh will be 54’s first project in the Egyptian market and its second in Africa, after becoming the strategic consulting and marketing partner of Kigali Golf Club in Rwanda’s capital in early 2024 .