YY Group of Singapore takes its digital staffing platform to Egypt

Singapore’s YY Group, a workforce solutions and facilities management company, is tapping into Egypt’s booming tourism sector with its on-demand digital staffing platform. The Nasdaq-listed firm has appointed a country director to lead its expansion into the market. The move broadens the group’s footprint in the Middle East and North Africa following its 2024 entry into the UAE.

In Egypt, the group will roll out YY Circle, its on-demand platform matching workers with job opportunities. The company is particularly targeting the hospitality sector, providing the digital infrastructure to connect hotel chains with labour.

Egypt welcomed nearly 19m tourists in 2025, a 21% year-on-year increase that secured its position as Africa’s second-most popular destination after Morocco. This robust performance coincides with significant investment in tourism facilities. In Giza, the US$1bn Grand Egyptian Museum opened in November, joining a wave of new hotel projects and restoration work in the historic downtown of Cairo. Outside the capital, the Mediterranean coast is emerging as a destination for international travellers, adding to the country's established resort capacity on the Red Sea.

Egypt’s hospitality market was valued at approximately US$20bn in 2025, with steady growth forecast through 2030. According to W Hospitality Group, 143 new hotels – comprising 33,926 rooms – were under development at the start of 2025. Egypt dominates the African hotel pipeline, accounting for 32.5% of the continent's planned rooms, four times the volume of second-placed Morocco. The country’s tourism minister recently said it is targeting more than 20m visitors in 2026 and 30m annual arrivals by 2031.

Founded in 2010 as a traditional manpower supplier, YY Group digitised its operations in 2019 with the launch of the YY Circle platform. The app now caters to a range of sectors, including food and beverage, private clubs, and hotels. Beyond staffing, the group operates a facilities management arm that provides cleaning and maintenance services to shopping malls and hospitality venues. In Egypt, YY Group will initially focus on Cairo and major tourist hubs.

References

'Prospectus', U.S. Securities and Exchange Commission, 19 April 2024

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'YY Group Holding Limited announces global expansion across Europe, Middle East, North Africa, and Asia-Pacific', YY Group, 7 May 2025

'Egypt tourism records historic growth in 2025 receiving 19 million tourists', State Information Service, 3 January 2026

'PM reviews efforts to hit 30-million-tourist milestone', State Information Service, 4 January 2026

'YY Group expands into Egypt's USD 20 billion hospitality market', YY Group, 5 January 2026

'YY Group secures SGD 10.5 million United Overseas Bank facility, cutting finance costs and powering expansion', YY Group, 7 January 2026

'Morocco, Egypt set records as Africa's most visited tourist destinations', Bloomberg, 11 January 2026

'Hotel chain development pipelines in Africa 2025', W Hospitality Group, Accessed on 14 January 2026