Al Shaer founded SUNRISE in 2002 in Egypt. The company has 20 resorts in Egypt, one in Tanzania, and one in Greece. It operates seven cruise lines in Egypt including the biggest Nile Cruise. El Shaer is the owner of the real estate company Madaar, and is also the chairman of the destination management company SkyMax, which has a presence in Egypt, Morocco, and the U.A.E. El Shaer is also a partner at Ingas Company. He previously served as chairman of the Travel Agent Association in Egypt, and on the boards of the Egyptian Tourism Federation.