How Sound and Light Egypt scaled ticketing at the Pyramids with TicketingHub

Sound & Light Egypt presents the Sound & Light shows at the Pyramids of Giza and other archaeological sites, alongside lighting experiences that showcase Egypt’s heritage. As visitor demand grew, ticketing and online sales had to match the scale of the productions—not slow down the box office or the guest journey.

The challenge: a landmark show with a worldwide audience

Few attractions serve an audience this wide from a single evening event. Overseas visitors plan weeks ahead and expect to pay in dollars with an international card; domestic guests book closer to the date in Egyptian pounds. The show itself is timed, capacity-bound, and staged at some of the most photographed heritage sites on earth — so the buying journey has to be as dependable as the production.

To tighten the buying journey and digital experience, the organisation worked with Digital Expert Marketing Consultancy (DEMC). Alaa Khalifa, CEO of DEMC, needed a platform that could handle a full buying cycle—from discovery to purchase—with a reliable site, a simple booking path, and enough flexibility for different clients across the region.

“One of our biggest obstacles was finding a solution that understood the full buying cycle and could provide an exceptional user experience,” Alaa says.

DEMC evaluated options and standardised on TicketingHub for Sound and Light Egypt. “Our problem was solved by finding TicketingHub,” Alaa adds.

What changed with TicketingHub

On the product side, the team uses TicketingHub to structure products, variants, categories, and price tiers, keep payments and automation workable across clients, and move faster with support when something needs tuning. Alaa’s team could get productive quickly: “I and my team took almost a day just to understand the whole logic of ticketing,” he recalls—after which day-to-day selling and reconciliation fit the operation more naturally.

The practical shift was moving the whole buying cycle online. Tickets for the shows now sell almost entirely through the booking widget, in the guest’s own currency — which means an evening at the site starts from a confirmed guest list rather than a queue, and most of the sales work has happened before the gates open.

How the show sells tickets today

The setup has been running since 2021 and is deliberately simple: the website is the box office. Show dates, seating categories, and price tiers are structured as products in TicketingHub, domestic and international guests each see pricing that fits how they pay, and card payments run through an orchestration layer built for international audiences.

That simplicity shows in how the account runs — a high-volume attraction operating largely self-serve, with support stepping in when a product or price needs tuning rather than to keep the basics working. Inside TicketingHub, Sound and Light Egypt has also become the reference client for the region: when other attractions near the Pyramids ask what good online ticketing looks like, this is the account they’re pointed to.

What their setup looks like

• The booking widget as the storefront — nearly all tickets sell online
• Products structured into variants, categories, and price tiers per show and site
• Pricing in Egyptian pounds and US dollars, matching domestic and international guests
• Payment orchestration so international cards are accepted smoothly
• DEMC managing the digital experience, with TicketingHub as the ticketing layer underneath

“We’ve been using it for more than five years now and it has been serving us in the best way ever. The ticketing process has been easier with TicketingHub. The experience is far easier for anyone to use. TicketingHub is the best, most bulletproof solution for any ticketing needs. The support from their team, especially Carl, is unparalleled.”
— Alaa Khalifa, CEO, Digital Expert Marketing Consultancy

Sameh Saad, Director of the Sound and Light Show, describes the partnership from the operator side:

“TicketingHub has been a game-changer for Sound and Light Show since day one of onboarding their software. Their team is always looking for solutions and are eager to adapt to our ever-changing needs.”
— Sameh Saad, Director, Sound and Light Show

The takeaway for attractions and shows

For timed, capacity-bound evening events, the pattern travels well: put the full buying cycle online, structure products so categories and price tiers are explicit, and price for the audiences you actually serve — then let one system carry the guest from discovery to the gate.

For Sound and Light Egypt, the result is a stable, long-running ticketing stack that supports high-profile sites, changing products, and guest expectations—with a single system behind the curtain instead of a patchwork of tools.