El Shaer founded SUNRISE Resorts and Cruises in 2002. SUNRISE's portfolio consists of 26 resorts, seven cruise ships, and three real estate destinations, with 9,000 keys. In May 2025, SUNRISE Resorts & Cruises signed a protocol agreement with Hurghada University to enhance cross-education and practical training opportunities. Between July 2024 and May 2025, it acquired a 175-room hotel in Morocco, a 60-room hotel in Greece, and four hotels with $121.7 million in investments in Hurghada, Egypt. El Shaer is also the chairman of the Egyptian Tourism Federation.