During her participation in RiseUp Summit 2025, Lamia Kamel— Founder and MD of CC Plus, Narrative Summit, Global Narrative and Flair Magazine -Former Assistant Minister of Tourism and Antiquities for Promotion—announced the launch of regular quarterly strategy meetings with Mr. Mohamed Mansour, Chairman of the Narrative Summit. The initiative aims to evolve the summit from a once-a-year event into a sustainable, ongoing platform that supports Egypt’s global positioning, unlocks investment opportunities, engages the private sector, and fosters deeper connections with international investors and partners through a clear, actionable roadmap.
Kamel emphasized that these meetings will serve as a collaborative space for merging local and global expertise to generate innovative ideas that support Egypt’s cultural, economic, and social advancement. The sessions will also provide a mechanism to evaluate ongoing initiatives, measure their impact, and align stakeholders around strategic plans to strengthen ties with both local and international investors.
The announcement came during her appearance on a panel titled “Owning the Narrative, Shaping the Future”, part of the twelfth edition of RiseUp 2025, held from May 8 to 10 at the Grand Egyptian Museum under the theme “Tell Your Story.” The panel featured industry leaders, including Amr Mansi, Founder and CEO of I-Events; Mostafa Sharaarah, Co-founder and CEO of SYNC; and Seif Fawzy, Co-founder and COO of The TriFactory. The event was held under the patronage of the Prime Minister, in collaboration with the Ministerial Committee for Entrepreneurship and the Ministry of Planning, Economic Development, and International Cooperation, and drew wide participation from entrepreneurs and investors across sectors.
Kamel noted that pyramids and museums cannot define Egypt’s identity alone. It is a rich, multifaceted cultural ecosystem expressed through independent cinema, creative digital platforms, and most importantly—its people. She highlighted the pivotal role that Egyptians themselves play in redefining national identity and projecting a forward-facing, positive image of the country to the world. “Narrative,” she said, “is a powerful force in shaping perception—it’s not simply about telling stories. It’s a deliberate, strategic act that influences how the world sees Egypt, and how Egyptians see themselves.”
Kamel underscored the impact of narrative on public policy and sectors like tourism and global partnerships, stressing that Egypt is at a defining moment—one that requires it to speak for itself, confidently, and without being confined to outdated stereotypes.
Reflecting on the origin of the Narrative Summit, Kamel remarked: “Back in 2016, we recognized the urgent need to redefine our national identity. That’s when we launched the Narrative Summit—the first international platform in Egypt dedicated to nation branding. Our goal was clear: to present Egypt as a modern, vibrant, and forward-looking country, and to position it as a serious contender for foreign investment and tourism.”
She explained that the summit resulted from more than 19 years of groundwork through her firm, CC-Plus. Over nine editions, the Narrative Summit has earned the endorsement and participation of senior government officials, ministers, global thought leaders, entrepreneurs, and prominent figures from the international business and policy arenas.
Also, Kamel spoke about the essential role of the private sector in supporting cultural development, emphasizing that investing in culture should not be seen as an act of charity or luxury, but as a long-term economic strategy. “Culture builds cities, enhances reputations, and drives economic momentum,” she noted, urging deeper public-private partnerships that view cultural initiatives as core growth drivers, not afterthoughts.
In closing, Kamel shared her vision for the future of the Narrative Summit, outlining plans to transform it into a permanent, sustainable platform that operates year-round to support viable, high-impact projects. Furthermore, she spotlighted the success of the AL Rawi-Story teller Awards, which recognize emerging talent and storytellers, reaffirming that the private sector plays a critical role in amplifying narrative as a tool for national identity building.
