Who we are

My journey began in 2008, right after completing my BA in Egyptology. I stepped into what is commonly called the “tourism industry,” and within just six months in, I understood all too well why it is labeled as an “industry”. At its core, modern tourism had become less about cultural exchange and more about commercial transactions. Travellers were reduced to “clients” or “pax,” and guides were treated as “independent contractors.” It was a dehumanising, transactional machine, one I could not be part of, even with the promise of substantial financial rewards. In fact, perhaps it was because of that purely monetary focus that I felt so opposed to it. In 2010, I founded my first company with a simple vision: to re‑humanise tourism. I removed the practices that turned meaningful experiences into sales opportunities, no shopping commissions, no hidden fees, and fair, transparent compensation for everyone involved.

My goal was, and still is, to create encounters where travellers and hosts meet as equals, where every journey is rooted in respect, authenticity, and cultural depth. At Nordnile, this vision continues. We believe tourism should not just take you to new places, but connect you with the people and stories that make those places truly unforgettable.