Table of Contents
Key Points
- Madinet Masr launches $1.8 billion Talala project in New Heliopolis to meet Egypt’s rising urban housing demand.
- Talala spans over 2 million sqm, set to generate $4.1 billion in sales, boosting Egypt’s real estate-led economic growth.
- CEO Abdallah Sallam expands Madinet Masr’s regional footprint with new Gulf ventures under Saudi Vision 2030.
Madinet Masr Housing and Development (MNHD), one of Egypt’s top real estate players, led by Abdallah Sallam, has launched a landmark EGP 90 billion ($1.8 billion) residential and commercial development—Talala—in New Heliopolis City, east of Cairo.
The ambitious project, spanning over 2 million square meters, underscores Egypt’s growing momentum in large-scale real estate development amid rising urban demand. It is expected to generate sales of EGP 202 billion ($4.1 billion) over its full development cycle, reinforcing Madinet Masr’s position as a key player in Egypt’s fast-evolving property market.
Strategic location and phased rollout
Situated in a prime location within New Heliopolis, Talala is spread across two adjoining land plots totaling 491.41 feddans. The development will roll out in two phases—Phase One covering 246.31 feddans, and Phase Two covering 245.12 feddans.
The initial phase will deliver 4,174 fully finished residential units within 4.5 years. The housing mix features villas, townhouses, and apartments ranging from 35 sqm to 287 sqm, designed to meet the demands of diverse income groups and lifestyle preferences.
Additional components include retail outlets, administrative offices, a clubhouse, and a university, aligning with Egypt’s urban expansion goals and rising demand for integrated smart communities.
“This launch reflects our vision of developing sustainable, inclusive communities that align with global real estate standards,” said CEO Abdallah Sallam. “We’re committed to delivering innovation, scale, and long-term value to Egypt’s urban transformation.”
Sallam expands Madinet Masr across MENA region
Founded in 1959, Madinet Masr has become one of Egypt’s leading real estate developers, with a legacy rooted in large-scale urban planning and community-building. As Cairo and surrounding areas see record population growth and rising demand for modern housing, the Talala project is poised to be a major contributor to Egypt’s real estate-led economic growth.
Since taking the helm, Sallam has expanded Madinet Masr’s footprint, both domestically and regionally. In June, the company entered a strategic partnership with Saudi-based Waheej, targeting mixed-use development projects under the Vision 2030 framework. That same month, Madinet Masr launched Cities of the World, a Dubai-based subsidiary, to tap into high-growth Gulf real estate markets, particularly the UAE.
