WOW

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Prospectus

Developed and owned by EL SERY

PURE Wellbeing Resort

Contents
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Welcome to an investment in your .................................. 3 lifestyle that comes with a healthy return What? Who? Why? PURE Wellness PURE Families PURE Sports Culinary Delights Location and the General Area Positioning of the Resort Demand Generators for Occupation The Properties Purchase Procedure and Bank Guarantee FAQs .................................. 5 ................................ 13 ................................ 16 ..................................19 ..................................21 ..................................23 ..................................25 ..................................29 ..................................30 ..................................33 ..................................34

Developed and owned by EL SERY

PURE Wellbeing Resort

Welcome
Every now and again you find an exquisite corner of the world which is everything you want and more. A place of peace, relaxation and happiness. An unspoilt place, located on the west coast of the Red Sea in a region famous for one of the most impressive diving locations in the world A place called Marsa Alam in Egypt. Dutch-owned El Sery for Tourism Development is developing a resort with the aim of creating an upmarket paradise in which you can achieve the best of both worlds: an investment in your lifestyle with a healthy return, all in beautiful upmarket surroundings appealing to perceptive owners/investors. They are succeeding by giving attention to every little detail and involving only the best partners in the development, construction and operation of the resort. Creating a truly unique experience which will ensure the long-term success of the resort. The PURE Wellbeing Resort wants its guests to forget the stresses and strains of modern-day living and feel fully pampered, cared for and totally supported by the three complementary pillars of their unique resort...

Every now and again you find a developer who cares a little bit more than the rest

WELLNESS FAMILIES SPORTS

These three pillars are supported by high-end culinary delights. The PURE Wellbeing Resort offers a healthy lifestyle, high quality food and drink from all corners of the world and a full and safe entertainment program for your children while you relax with meditation or massage or play a wide range of sports with professional instruction. So if youre looking for somewhere that offers all this for a fraction of the price you would expect, and you want to make a healthy return on your investment, then congratulations, you have found it! PURE Hotels & Resorts are synonymous with luxury, peace and harmony in exceptional locations at very competitive prices beautifully packaged and ready for you.

Unique World of Wellness concept

Developed and owned by EL SERY

PURE Wellbeing Resort

Prices quoted are fully inclusive of furniture and purchase costs

7% rental contract issued for lifetime of ownership

Developed and owned by EL SERY

PURE Wellbeing Resort

What? Who? Why?

What is the PURE Wellbeing Resort - Marsa Alam?
Unique Wellness and Lifestyle concept in Marsa Alam, Egypt. Front-line luxury sports and leisure facilities in a 5-star resort. Five hours flight from most European Airports. 30 minutes drive-time from Marsa Alam International Airport. Two bedroom apartments furnished and decorated to a high standard. Lifestyle ownership available for an introductory price of 19,995 for the first 200 shares.

What is Lifestyle ownership?

At the PURE Wellbeing Resort, there is a system that enables ten individuals to take ownership of a single property. The scheme means that buyers actually OWN their share of a fully registered property and, as a share owner, they are named on the title deed. In other words, they have a real and tangible stake in the property purchased.

How does it work?

The PURE Wellbeing Resort divides the apartments into ten equal parts and the price you pay includes everything: furniture and decoration, legal fees and property registration fee.

Front-line luxury 5-star resort with sports and leisure facilities

Features and Benefits

A Lifestyle ownership entitles the owner to many benefits. The three key benefits are: 1. 2. A rental contract for lifetime of ownership (99 years) at 7% of the share purchase price. This includes a bank guarantee which covers the rental income for the first five years. Every year eight days free stay at the resort in a two bedroom apartment. The owners can stay themselves, rent out their allocation or let it be used by their friends or family. In other words, the occupants do not have to be the owner. There are no restrictions on who can stay. 3. The share owner receives 100 free Wellness credits every year to use for any Wellness service within the resort. These 100 credits are worth 750 per annum and will be given to each investor every year for their first five years of ownership. The wellness credits can be used by the owners themselves or by any other person occupying the apartment on their behalf.

Additional/secondary benefits
Bank guarantee will be issued by a leading European bank. If you use up your free Wellness Credits in any of the first five years you will, as an owner, be entitled to obtain additional wellness-services with a 50% discount on the normal desk rate. Also, after the fifth year, all Wellness treatments and programs will still be available for share owners with a 50% discount on the normal desk rate. The half-price deal carries on. Your property will be available for eight days of free own use. However, a longer stay is possible at half-price. The rental price that share owners will pay is, once again, set at a discount of 50% off the desk rates for the reserved period in that year. If you are unable to stay at the resort in a particular year, as an owner you will get a refund for not using your weeks stay. This nett refund is based on the occupancy rate and on rental prices in the year in which this non-usage occurs.

Bank guarantee issued by a leading European bank

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PURE Wellbeing Resort

Rental contract not dependent on construction rate

Only 150 annual maintenance fee required

Developed and owned by EL SERY

PURE Wellbeing Resort

The rental contract starts at the fixed date of 1 January 2012. This means it is not dependent on the construction schedule. Free booking system, which means that there is high chance of availability whenever the share owner wants to go. Bookings can be made one year in advance up to last minute according to availability. The apartments allow up to four persons to stay at any one time. We can provide extra child beds on request. Share owners get access to a special VIP member section within the resort. This includes a hosted VIP section at the beach. Access to all basic facilities (Swimming Pool, Spa, Gym, Snorkelling, etc.). Access to professional coaches for a personal consultation. This is available for purchase with Wellness Credits. There is a full Wellness wellbeing program available for share owners during their stay. This program is available for purchase with Wellness Credits.

VIP membership available

In addition to all this, the maintenance company of El Sery will be responsible for the upkeep of the resort and the properties and also for maintaining everything at a standard appropriate for its purpose. The only annual fee the share owner needs to pay is the maintenance fee of 150 apportioned to every property share.

Who?
Everyone involved with this project is dedicated to ensuring that the concept of the PURE wellbeing, adventure, health, fun and relaxation experience is delivered to the highest possible quality standards. We are focused on giving our guests the very best service levels. Rest assured that giving our guests a high quality investment and first class experience will always be first and foremost in our teams mind.

Dedicated to the highest quality and service levels

Developed and owned by EL SERY

PURE Wellbeing Resort

El Sery takes corporate responsibilities very seriously

A first class finish in beautiful surroundings

Developed and owned by EL SERY

PURE Wellbeing Resort

History
El Sery for Tourism Development S.A.E. (Socit Anonyme Egyptienne) is an Egyptian joint stock company established on 4 August 2004 to develop a tourism project in the centre of the Marsa Shagra region better known as Marsa Alam. From December 2007 El Sery became a Dutch owned and managed company. The mission of the management team is to mix their extensive local knowledge, their culture of hospitality and their traditional business practices with a European way of handling things. Work started at the site on 15 September 2008 and a tremendous amount of construction progress has been made to date.

Hospitality Culture Tradition

Environmentally friendly
El Sery takes its corporate responsibilities very seriously indeed, especially when it comes to environmental impact. To ensure that everything is done properly, a full environmental impact report was undertaken at the site before any activity started. All of the key risks and issues were identified right from the start. For instance, because water is such a precious resource in Marsa Alam, they have constructed a water purification plant to provide clean water and waste water treatment for irrigation. El Sery has also thought about its impact on the local population. It is using local workers on the construction site and will use local staff, together with European management, to operate the hotel and facilities as well. The scheme wants to be a good neighbour.

Professional
The PURE Wellbeing Resort is determined to exceed all expectations with high quality construction standards and a first-class finish in beautiful surroundings with many facilities catering for every possible need. By combining the best of its Egyptian and European management background, El Sery is already considered as a serious partner by other developers in the region, as well as by the local authorities. Developing a big project like the PURE Wellbeing Resort brings challenges but also great opportunities. Our investors are looking to the future of the region with confidence.

Relentless commitment to quality

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El Sery (for Tourism Development)

Our Managing Directors have worked in the international property development business for decades and were responsible for selling and marketing various real estate in European countries. El Sery was founded with the aim of providing a new set of true investment opportunities with a relentless commitment to quality. El Sery focuses on the enormous potential that the location on the Red Sea Coast in Egypt offers. El Serys aim is to work alongside its investors with the same goal of generating long-term profits for all. In summary, El Sery builds for tourists, sells to investors and then manages and operates the resorts. El Sery is committed to transparent and open communication with all of its stakeholders. Although the requirements of the buyers and the visitors can often be different, El Sery feels that the ethos that it has developed offers a solid basis for future success.

World of Wellness (WoW)

Preventive Health Care
World of Wellness is a service provider in the area of preventive health care. Their core concept is that they offer their services in a fully integrated manner. The focus of World of Wellness is on three main topics: Nutrition, Exercise and Relaxation. More importantly, on the relationship which exists between these three topics. They have a clear view on health: Health is more than the absence of disease. Health is a state of optimal wellbeing. World of Wellness is therefore not a medical institution. Their aim is to provide tools to their Members to help them avoid becoming ill. They use the knowledge gained within the medical profession in rendering their services to their Members. The building blocks of their program are: the Wellness Test, the Wellness Index, the Personal Health Maintenance Program, Digital Coaching and Monitoring. World of Wellness delivers its services to medium sized and big companies and organisations assisting them to guide their staff to a healthier lifestyle.

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The resort operations are carried out by PURE Hotels & Resorts. These operations are supported by: Lindner Hotels Real Estate GmbH
Involvement in the PURE Wellbeing Resort - Marsa Alam
Lindner Hotels Real Estate GmbH (LHRE) was appointed by El Sery to develop the concept and design of the public areas and facilities in the PURE Wellbeing Resort - Marsa Alam development. LHREs involvement stretches from the concept and design of the project to technical consultancy during the construction phase. This includes conceiving and recommending of lay-outs of food and beverage outlets, entertainment, facilities, the sports and leisure options, the fitness and wellness areas and the retail stores. Furthermore, LHRE will consult in regards to the organisation of the back of house departments, logistics, staff housing and training, and landscaping. LHRE also advises on staff facilities and utility buildings. On the technical and building front, LHRE consults on topics such as organising the building management, on preparing tender and contract documents and on energy management within the resort.

About Lindner Hotels Real Estate GmbH

Lindner Hotels Real Estate GmbH has its head office located in Dsseldorf, Germany. Founded in 2005, LHRE delivers a wide range of services in regards to hotel real estate and hotel engineering. LHRE offers a holistic expertise in the hotel and tourism industry and uses its know-how of different products and concepts, markets and locations, players and competitors. Among others, the services of LHRE include consultancy during hotel planning and realization and, moreover, project development. Furthermore, LHRE advises hotel owners and operators in their respective operative needs and conducts and accompanies during transactions of the hotel. The Managing Director of LHRE is Johann Kerkhofs, who benefits from a thorough working experience in Egypt of more than ten years.

Servomed
Servomed has been a leading supplier of medical and wellness equipment for more than 30 years. Ten years ago, they introduced to the market a full range of aesthetic and beauty equipment suitable for medical doctors, dermatologists, plastic surgeons, beauty salons, hotels, health clubs and high standard health Spas. Two years ago, the company began focusing on Spas and all their requirements, starting from design. Servomed designs, finishes, furnishes and equips high standard health spas and its clients include the Intercontinental Hotels in Hurghada and Cairo and the New Movenpick SPA in El Gouna. Servomed will supply the PURE Wellbeing Resort in Marsa Alam with equipment and furniture as well as consultancy services and subsequent implementation as regards to the layout and architectural design of the Wellness areas.

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Why the PURE Wellbeing Resort in Marsa Alam?

The PURE Wellbeing Resort is a totally unique concept. The experience of staying at the PURE

A totally unique concept

Wellbeing Resort is quality, luxury and diversity at its absolute best. They combine everything anyone could possibly want to experience in a holiday. Wide range of wellness services Many facilities for families and children Wide range of sport facilities Culinary delights Peace and quiet Activity and adventure Entertainment and fun Luxury and quality

The PURE Wellbeing Resort is a spacious resort, designed to allow everyone to experience their own environment in their own space without disturbing each other. In designing the resort, special attention was given to catering for all needs. If you want to read a book without being disturbed while your children are playing and having fun with their friends in the pool; on the PURE Wellbeing Resort this is always possible! We focus purely on the guest who wants a unique experience combining adventure, health and relaxation in a quality environment. We focus on the guest looking for luxury and high-end service levels. You can simply lounge in the sun or you can take advantage of the many facilities and services the resort has to offer. For those who love high quality food and drinks from the different corners of the world; PURE Wellbeing Resort offers a range of gastronomic delights in its restaurants and bars.

Vast range of gastronomic delights

For those of our guests who like to work on their mental or physical health or just to relax, PURE Wellbeing Resort presents World of Wellness (WoW) with all you could ever want within reach for the care of your mind and body. For those who love sports, PURE Wellbeing Resort offers a range of activities from high impact to low impact. In the resort you will find many professional instructors for private classes and training in case you wish to follow a personal approach. Furthermore, if you are on holiday with your children, they can be entertained whilst you smoke a Cuban cigar in the special VIP cognac lounge or you have a stroll through the many luxury boutiques inside the resort. Location is vital too of course and at the PURE Wellbeing Resort you will find beautiful surroundings, a crystal clear sea and a fascinating coral reef.

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PURE Wellness
The first of the three resort pillars is dedicated to Wellness.

The Concept
Your World of Wellness (WoW) is an established and recognized brand name. Your World of Wellness is a service provider in the area of preventative health care. Their core concept is to offer services in a fully integrated manner. The focus of World of Wellness is on three main topics: Nutrition, Exercise and Relaxation and the relationship which exists between them. The building blocks of the WoW program are: the Wellness Test, the Wellness Index, the Personal Health Maintenance Program, Digital Coaching and Monitoring. The WoW concept includes shared ownership sales of luxury hotel apartments including membership of the WoW, use of the health club facilities and programs at the PURE Wellbeing Resort in Marsa Alam. An owner of a shared ownership apartment becomes a member of the World of Wellness.

Personal Health Maintenance Program

How it works
Within the Wellness concept of the PURE Wellbeing Resort in Marsa Alam, you have the choice between using the Wellness services purely for pleasure and relaxation or to use the Wellness facilities for prevention purposes (or a combination of the two).

Pleasure and relaxation

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Personal Prevention program

Where you are mainly interested in using the facilities and services for prevention purposes, the following applies:

Wellness test: To assess your level of wellbeing, you can choose to have an online/digital
wellness test followed by a physical test (during your stay in the resort). The digital/online Wellness test can be completed at home before your stay in the resort. The physical Wellness test you should ideally have on the first day of your stay at the resort. This

Your own personal prevention program

would be conducted in the resorts dedicated clinic. Personal program: Following these tests, a Personal Health Maintenance Program (PHMP) will be recommended, setting out in detail the dos and the donts to achieve optimal health and a state of wellbeing. You are entitled to 750,- worth of Wellness credits every year for the first five years of your ownership (as mentioned in section 2.1). You could choose to use some of these credits to follow the special prevention programs that are available during your stay within the resort. Based on the results from your personalized Wellness Test your PHMP is designed to fit your needs. The PHMP highlights the strengths and weaknesses within your World of Wellness. Each of your individual results are presented and explained in detail and a program for improvement is outlined for the coming year.

Online and physical Wellness test

Your personalized Health Maintenance Program will offer suggestions for improvement in Nutrition, Exercise and/or Relaxation.

If you opt for these services and you decide to follow the recommended wellness program, you will receive many suggestions and options within one (or all) of the three focus areas you have chosen which are easy to implement once you are back at home.

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Based on this PHMP, you will receive a full Health Program with services and treatment according to one of the three focus areas:

Nutrition: services ranging from nutritional guidance or cooking lessons to personal coaches will
help you to focus on the Nutrition area. If your PHMP requires you to lose weight, for example, you can choose from a range of diet programs that are suitable for you and you can learn how to prepare healthy low calorie meals during the cooking classes that are given in the resort during your stay.

Exercise: If your PHMP requires you to increase your physical activity, for example, during your
stay you can have a range of exercises or special training given by qualified instructors that are suitable for you.

Relaxation: A relaxation program is also available, for example, to manage daily stress. Private
trainers will help you to achieve a higher fitness level, or you can enjoy the relaxing power of yoga. During your stay in the resort, a yoga master will guide you in the world of relaxation to a stress free body. As mentioned before, you also have the possibility to use the Wellness services and facilities according to your own preferences thereby not following any kind of program just using the services and facilities to relax.

Three focus areas: Nutrition Exercise Relaxation

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PURE Families
Facilities and Entertainment
The second of the three resort pillars is dedicated to families, with special facilities and programs at the pools, at the beach and for dining, providing exclusive child care centres and giving the parents extra security. Creating a resort within the resort offers families all they need for an unforgettable holiday filled with pure entertainment and enjoyment for the children and a stress-free time for parents knowing that their children are happy and well cared for by trained staff.

Exclusive childrens club

For families with children, the PURE Wellbeing Resort provides, within easy reach, all you could ever want for every member of the family, no matter what age.

The family resort offers nanny services, swimming classes and all kinds of Sports classes for different age groups.

Family Activities

All sports for all ages

Weekly Welcome Party Mini Football Basketball Badminton Swimming

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Well cared for by trained staff

Table Tennis Beach Volleyball Grill Evenings at the Club House Fire Place With Music DJ and Karaoke Baby Dance and childrens Shows Beach Games Dinner Parties Movies Themed Nights Gym BMX Biking

Parents facilities and entertainment

Exclusive buffet restaurant and lounge bar Billiard and darts room Library Beauty centre Hair stylist Cigar and cognac lounge Music and relax zone Games room Bar lounge Open Air Health club and massage tents Internet Cafe Disco / Night Club

Privacy for couples

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Childrens facilities
An exclusive childrens club and childrens pool supervised by a professional caretaker will give

Tailored activities and programs

parents extra security. The family resort will offer facilities and entertainment for two age groups so that children of all ages are well cared for and catered for and can enjoy interacting and making friends with similar aged children. The groups are: A: Ages 4 to 9 (Kids) B: Ages 10 to 16 (Teens)

Facilities include
Childrens reception desk Creative room Small cinema Sleeper room Games room Shaded outdoor childrens playground Shaded childrens pool with toys Water slide Half pipe for inline skating, BMX bicycles and skateboards Special childrens restaurant with a small playground, television and games area Indoor childrens playground Child care; The family resort offers full nanny services

Pure fun and wellbeing

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PURE Sports
Continuing our resorts theme of purity, we offer PURE Sports. The sports facilities will cater for all abilities of sports from gentle exercise to extreme sporting activities. The third resort pillar is dedicated to Sports with specially tailored activities and programs. The sport resort has a separate reception desk within the main reception building, which is shared with the family resort.

From exercises to extreme sports

Sporting facilities in the resort

Tennis courts Basketball courts Volleyball courts Beach Volleyball Mini Soccer court Boccia Swimming Pools Table Tennis Diving Squash BMX Water Slide Gymnastic outdoor tent Archery Vita Parcours Mini Golf Half Pipe Changing rooms with toilets and showers

The sport section of the resort will offer a wide range of daily activities guided by fully qualified professional instructors. Sports lessons with private teachers will be available to all guests. A program will be launched to include a health check-up at the clinic, based on the World of Wellness concept.

Fully qualified professional instructors

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Quality and safety standards are met

Sports facilities will be connected to the World of Wellness, including a health club, (sport) massages and Olympic sized pools. Daily swimming pool games, basketball tournaments and more are further activities of pure fun and wellbeing. A professional European sports company will be contracted to make sure the highest possible quality and safety standards are met. This company will be responsible for providing supervision, training and eventual maintenance for the day-to-day operation. The team will employ English speaking local people to support local involvement and employment and to avoid language barriers with guests from the local market. The team is supervised by a dedicated team of European Managers.

Childrens Sports and Entertainment

The sports team will also oversee the childrens clubs and be responsible for the supervision of this area. Children will have a wide range of sports and entertainment programs available throughout the day and evening.

Entertainment facilities and sport activities will include:

Childrens Club Sports Body Boarding Pool Jet Racers Raft Racing at the pools Quads runners Camel and Horseback Riding Dance Classes BMX Half Pipe Table Tennis Mini Golf

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Culinary Delights
For the guests of the PURE Wellbeing Resort, high quality food and drinks from all corners of the world is very important. Especially in Egypt and on the hotel resorts in the Red Sea area, there is no such thing as a high quality culinary offer. All available resorts focus entirely on the mass market and the lower to middle class segment and the food and drink policy is set accordingly. However, in the PURE concept, food and drink plays a vital role. It is a main contributor to the optimal state of wellbeing which PURE Wellbeing Resort aims to provide to its guests.

Food and beverage

PURE Wellbeing Resort will create a place which lets the guests relax. The PURE Wellbeing Resort will present a culinary and lifestyle concept called Culinary Avenue. It will be the central meeting point at the resort to dine, shop and relax.

High quality food and drinks from all corners of the world

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Gastronomic distinction

The PURE Wellbeing Resort offers its guests a wide range of quality restaurants where you may enjoy well-presented, exquisite food. PURE Wellbeing Resort aims to always provide added value to the resort and to guests who are not just there to enjoy the sun. PURE Wellbeing Resort wants to gain a reputation for gastronomic distinction. The PURE Wellbeing Resort will also provide a cooking studio to create a do it yourself food concept. The image of the do it yourself concept is to support the World of Wellness idea of preparing guided, modern and healthy food. The resort provides food and beverage services at the pools, beach, bars, childrens club and several la carte outlets. The resort will be marketed as a Soft All-inclusive resort which will serve meals and drinks during lunch and dinner. This will work in combination with the separate restaurants. This way you can choose to have a quick pizza in one of the free restaurants during the day and have a special dinner by candlelight in one of the up-market la carte restaurants within the resort, while your children are being entertained in the special childrens restaurant.

Buffet restaurants and bars

Urban Living Lounge/Lobby Bar Italian Pasta and pizza restaurant. Modern Italian lifestyle and decor Italian Vinotheque with mozzarella bar Italian Gelateria, crepes and espresso, casual, modern Italian lifestyle Spanish Tapas bar, Spanish traditional tapas bar with wine display Mongolian BBQ Restaurant Lebanese Restaurant Asian Restaurant, self service fast food Mexican Beach Restaurant, Salsa and Merengue music Arabian Pan Mediterranean Restaurant Indian curry Restaurant American cocktail bar German Bierkeller. Bavarian food, beers and entertainment Shrimps, Lobster and Mussels bar. Modern eating Bar Beach Restaurant, seafood and pasta, easy going, outdoor restaurant Pool restaurants and bars World Cuisine Buffet Restaurant, a global, modern, casual restaurant Clubhouse buffet restaurant

Food and beverage services spread throughout the resort

The PURE Wellbeing Resort will also provide an exclusive disco and night club at the Resort. The disco/ Night Club will offer live music and DJ nights. A casino (pending planning approval) located at the resort will add value too.

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Location and the General Area

Marsa Alam has an International Airport

Accessibility
Marsa Alam International Airport was established in 2003 and is located just 30 minutes drive from the PURE Wellbeing Resort in Marsa Alam. At present it serves 35 destinations in 13 countries with 110 aircraft arrivals per week.

Tourism
Egypt has witnessed strong tourism growth in recent years as the country has embarked on a targeted marketing campaign. As a result Egypt is now the number one medium haul destination from the UK and many other European countries. Tourists are drawn by the increase in resort accommodation, direct flights from Europe, the worlds best diving sites, not to mention the 365 days of sunshine and the abundance of culturally significant attractions.

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Culture
Egypt is steeped in some of the oldest cultures known to man and, needless to say, easy access to some of the magnificent treasures of Ancient Egypt is within reach of the resort. The result is one of the fastest growing tourist destinations throughout the world. This increase in tourist numbers further leads to an increase in demand for holiday apartments and accommodation.

Ancient Egyptian treasures within easy reach

Climate
The amazing climate boasts virtually 365 days of PURE sunshine and can be reached in approximately five hours or less from most European airports.

Leisure and Diving

The many prime diving spots in the Marsa Alam region represent one of the regions main demand generators. The coral reefs in this area are larger, more natural and less crowded than other ones in the northern Red Sea. Of the six official diving spots, Elphinstone and Dolphin House / Shaab Samadi present the most sought-after locations. Spinner dolphins, sharks, dugongs and other large fish are highlights. Desert safaris, camel and horseback riding and watersports such as water-skiing, wakeboarding,

Uncrowded spectacular diving

sailing and surfing are popular. Day and multi-day trips to cultural sites such as Luxor, Abu Simbel, Aswan and Cairo are widely available.

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Positioning of the Resort

Evaluation
To position the PURE Wellbeing Resort, the demand market in which it competes needed to be defined. After that the dimensions of the product and current market trends in Egypt were evaluated. This led to a functional positioning and definition of the market share for the development. Any new resort has to compete with a high number of existing resorts on the Red Sea. The main source markets are Western and Eastern Europe. A secondary market is Egypt. The present trend at the Red Sea is for a mono-cultured, low-priced, low-quality All-Inclusive concept, based on similar unique selling propositions throughout most resorts. The low-priced All-Inclusive formula has created a difficult business environment. Many resorts are competing on the low end market resulting in low average room rate with high overhead costs. Many resorts dont have any unique selling points that clearly differentiate them from the rest. They all offer more or less the same and their main attractions are based on beaches, sea, diving and the nice weather. High volume occupancy with low revenue generation makes it difficult for the operator to maintain the product on an acceptable quality level. For the investors, the return on investment takes longer and is not sustainable with the tendency of not re-investing and maintaining the product. In the long term, many Red Sea-based resorts will therefore face difficulties in the years ahead if they want to maintain their market share at the same time as expanding and increasing revenues. Therefore it has been decided to position the PURE Wellbeing Resort in Marsa Alam in a functional upper-middle and high class market segment in Europe, Egypt and the GCC. To generate the required rental rates, the product should attract a different guest segment with demanding guests. That clientele will expect more than is presently offered in the many AllInclusive Resorts located on the Red Sea. Adding value to the existing product dimensions will strengthen the overall positioning of the resort. This is why we have based the resort on the three pillars concept:

Extensive market studies carried out to establish needs

Wellness Family Sports

High volume occupancy predicted

These three pillars are supported by high-end culinary delights. As a result of providing and operating a resort based on a concept with more than one pillar a market niche in Egypt can be filled. Furthermore, a much wider demand potential can be attracted. Through the existing partnership with an established brand name, World of Wellness, indemnity is available and it can be tapped to position the resort in a favourable way. By targeting families, demand can also be generated outside the main holiday season.

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If the needs of the family are met well, their loyalty can be reached and future bookings are possible. Also, the family positioning works well with the two other resort pillars: Sports and Wellness. While children are accommodated during the day, the parents can use the offerings of the wellness or the sports areas of the resort. Due to the many sporting options that the resort location has to offer, i.e. diving and water sports, integrating the sports positioning as a third pillar seems logical. Only if the needs of the target groups (families, sporting tourists and wellness seekers) are wholly met, can the positioning be brought to market in a thorough way.

Demand can be generated outside the main holiday season

Image and Identity

The PURE Wellbeing Resort will be defined and recognized by the local and International travel market as the leading high class, quality wellness and wellbeing resort in Egypt. The resorts identity will be defined around the World of Wellness, wellbeing and lifestyle, to attract a wide spectrum of potential guests from Europe, the GCC and the local market. The resort will have an image of a world class wellness resort, supported by the synergies of the other pillars for families and sports enthusiasts, and offer the discerning international lifestyle guest all they expect and much more. In this respect, special attention will also be given to the culinary aspect of the resort.

Target Groups
The PURE Wellbeing Resort will target the following segments as the primary group of consumers: Guests interested in a healthy lifestyle, with a general interest in feeling and looking good and a hunger to enjoy life to the maximum and appreciate the finer things in life. Families (with or without children) where parents can enjoy their time with or without their children thanks to the many nanny and child care support services available in the resort. For the children and for the parents, there are many different kinds of high quality services

Appreciate the finer things in life

and facilities available. Sporty, dynamic people from all age groups that will be catered for with an almost endless range of sports facilities supported by a team of fully qualified instructors and private trainers. Feeling good is looking great. Consumers of all ages searching for Wellness and wellbeing activities. Divers and watersports enthusiasts, the traditional Red Sea guest. General holiday makers. Sports clubs and national teams, due to the wide scope of facilities within the resort and the support facilities available. Pensioners searching for a mild winter climate but looking for more than just the sea and the sun. The geographical segmentation will include Western and Eastern Europe, the GCC and the local market. The socio-economic segmentation will be widespread and offer a quality product at the resort for upper-middle and higher income levels.

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Defined and recognized by local and international travel market

Discerning international lifestyle guests

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Internet Travel
Agents

DEMAND SALES CHANNELS TOUR OPERATORS

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Demand Generators for Occupation

Sales Channels
In todays hospitality field, many different sales channels and tools are available to successfully promote a large property such as PURE Wellbeing Resort. We list the most important distribution methods below. Further sales and revenue potential in terms of on-site sales derives from the owners and WoWclients. They will book their flight tickets by themselves and will arrive at Marsa Alam International Airport separately. This provides high potential for up-selling meal-package-products and other products and services on site. It helps the resort to generate additional cash flow.

Important distribution methods

Tour Operators
International Tour Operators are contracted suppliers or brokers with direct access to travel agents networks based in all major European cities.

Internet
International internet wholesalers provide worldwide exposure through internet-based distributors such as www.booking.com, www.expedia.com and many more. A program is being developed to help market the resort with a specialist company to cover:

Generate cash-flow

Social networking Social Media Digital Marketing

MICE-Business (Meetings, Incentives, Conventions and Exhibitions) from the nearby GCC is an excellent opportunity. The flight distance is less than two hours and there are many potential corporate companies looking for meetings, workshops and product introductions within this travel zone.

Travel Agents
The GCC has a large potential to generate business from International travel agents. The GCC is home to many ex-pats living in countries like Kuwait, Bahrain, Qatar, UAE and KSA. But also domestic travel agents attending to potential markets in Cairo, Alexandria and the mid sized cities and towns located in the Nile Delta with direct flights from Cairo and Alexandria to Marsa Alam International Airport are of interest. Weekend packages, honeymooners, and local public holidays during domestic school holidays are popular.

Successful promotion

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The Properties

All the properties on this luxury beach front resort have been positioned so as to maximise use of all the facilities. Everyone will have a range of activities within easy reach.

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The properties in this resort are all finished to the highest standard. The furnishing, fixtures and fittings are top quality and all included within the price of the property share.

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Purchase Procedure and Bank Guarantee

Purchase Procedure
Payment schedule A: 1500.- upon reservation, followed by 100% (less reservation fee) payment of the purchase price within three weeks (21 days) of the date of reservation fee payment. Payment schedule B: 1500.- upon reservation, followed by 50% (less 50% of reservation fee) of purchase price within three weeks (21 days) of the date of reservation fee payment. The remaining of 50% of purchase price is due on the physical delivery. A bank guarantee for the first five years of the rental agreement is included with your purchase. This guarantee will be handed over at completion and upon payment of 100% of the purchase price (payment schedule B) or when payment of 100% of the purchase price is received (payment schedule A).

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Security Transparency Trust

Registration
Property registration differs greatly in Egypt from much of Europe. The property registration system is still in its infancy and currently only about 10% of property in Egypt is registered. Although many dont register the property, El Sery will provide all Lifestyle ownership purchasers with a title deed on which their name and the share they own will be specified.

Taxes
Egypt has very few taxes. This is one of the strong driving forces behind the high level of foreign investment in the country. Egypt works on a self-declaration taxation system where rental income derived from furnished property is classed in the same bracket as general income tax. The taxable income is subject to a flat 10% tax on 70% of the yearly rental income. Egypt does not have capital gains tax, inheritance tax or stamp duty. The only other relevant tax is a 2.5% sales tax on the total sale price which is payable if your share will be re-sold after completion. (Source: www.bi-me.com)

No capital gains tax in Egypt

Purchase Transparency
Availability: All qualified partners and selected agencies that are entitled to sell the Lifestyle ownership apartments in the PURE Wellbeing Resort work from the same availability and the same prices, to provide the fairest market place possible. Therefore, any agent will be able to provide you with access to exactly the same properties at the same price as the next.

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12 FAQs
1
Marsa Alam, Egypt, is located in the south-east of Egypt, on the west coast of the Red Sea The PURE Wellbeing Resort is located 30 minutes drive from Marsa Alam International Airport Five hours flight from the UK and many other European cities Five star beachfront luxury resort Unique World of Wellness concept in Egypt with many facilities for Wellness, Families and Sports

Developed and owned by EL SERY

PURE Wellbeing Resort

Where is PURE Wellbeing Resort Marsa Alam? What is it like?

How many units are there and how much do they cost?

790 shares are now available (79 apartments) The shares in the two bedroom apartments are situated on the ground floor or on the second floor (penthouse). Introduction price of 19.995 which is fully inclusive of high quality furniture, decoration, purchase and registration costs. Each apartment has ten owners

What is the local infrastructure like?

There is a highway connection from the airport to the resort and a new direct access road into the resort site is being built. There will be 24-hour security and parking The resort will have a wide range of amenities on offer

How many phases are there?

There will be two development phases Phase 1 will offer 790 Lifestyle ownership units and will be completed by 2012

Can I visit the site?

Yes there is a sales office on the site where a sales consultant will accommodate viewing trips

How long will it take to travel there? Why is this resort unique?

Travel times from the UK and most European cities is around five hours Travel time from the Marsa Alam International Airport to the resort is just 30 minutes

There are no resorts like this with a World of Wellness concept. It is a low-density, very modern and luxurious lifestyle resort. The PURE Wellbeing Resort is a totally unique concept. It is focused on quality and luxury and offers many facilities targeted at Wellness, Sports, Families and quality food /drinks.

Who is the owner of the land?

The Land is owned by the Egyptian company EL Sery for Tourism Development

What about the other partners? Are there any yearly fees or charges I need to pay; Is the rental guarantee amount net of service charges?

They have all been chosen on the basis of their extensive experience in the sector and their ability to give the best advice to ensure the project is well-managed.

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The only fee all owners need to pay is an annual maintenance fee of 150 (indexed by inflation) per Lifestyle ownership share.

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What are the main facilities?

Spa, wellness, thalasso and beauty centre Many sport facilities Over 20 restaurants Bars and a night club Shopping mall Cinema Supermarket Amphitheatre Childrens playground Tennis courts Nine swimming pools and two Olympic sized pools Private beach with coral reef Dive centre and watersports shop Medical and dental services Botanical landscaped gardens Limo service and car rental Shuttle service from and to the airport 24 hour concierge, reception and room services Internet connection for all apartments Climate control in all apartments Travel and excursion services

12 What purchasing restrictions

There are no longer any restrictions on direct foreign investment into Egypt, since the government adopted their policies to encourage foreign investment into the country. Therefore an individual or company may hold title to as many separate properties as they wish. As with all property within Egypt they would be subject to a 2.5% sales tax upon resale. There is no capital gain, stamp duty or inheritance tax in Egypt.

are there for those foreign investors in Egypt?

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What are the visa requirements for those purchasing?

You are not required to hold a visa in order to purchase property in Egypt. Should you wish to visit Egypt, you can get a visitors visa for a three month period when you land in Egypt at a cost of USD 20. Should you wish to stay longer than this, you can organise this with the local authorities for up to one year. Owning a property in Egypt does not automatically grant residency.

14 Is the rental paid yearly and

The rental income is paid to the share owners bank account at the end of each calendar year.

in arrears?

15 Who is the rental guarantee

For the first five years there is a bank guarantee offered by a leading European bank. The rental agreement is issued for lifetime of ownership (99 years).

backed by and how long is it for?

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When are the apartments ready?

Phase 1 will be complete and operational in 2012.

Contact details

Email: info@elsery.com Website: www.elsery.com

El Sery The Netherlands Address: Herenweg 181, 1934BA Egmond aan den Hoef, The Netherlands Tel: +31 (0) 85 8500 199

El Sery for Tourism Development Address: 44, Abdel Moneim Ryad, 1/3 Third Floor, Flat 31, Giza, Cairo, Egypt Chamber of Commerce no: CoC 16991, Egypt

This document contains confidential information for exclusive use of the intended recipient. If you are not an intended recipient, please contact El Sery immediately at info@elsery.com. This document may contain forward-looking statements. These forward-looking statements can generally be identified as such because the context of the statement will include words such as plans, expects, should, believes, anticipates or words of similar import. Members, potential investors and other readers are cautioned that these forward-looking statements are predictions based only on current information and expectations that are inherently subject to risks and uncertainties that could cause future events or results to differ materially from those set forth or implied by the forward-looking statements. These forward-looking statements are only made as of the date of this executive summary and El Sery does not undertake any obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances. Whilst all care has been taken to ensure the information contained within this document is true and accurate, this document holds no contractual value. This document and information contained herein may not be duplicated or disseminated without the express written consent of El Sery. Any unauthorized use is strictly prohibited. All rights reserved.