How Tornado Marine Fleet grew from one boat in Sharm El Sheikh
Mohamed Moussa is Managing Director of Tornado Marine Fleet, which offers liveaboard expeditions, daily boat excursions and boat management services. Starting with one boat in Sharm El Sheikh in 1989, the business has expanded across several destinations while focusing on vessel safety, crew development and the details that bring guests back.
Tornado Marine Fleet’s growth has come from building relationships in a focused market and earning repeat guests through dependable operations and personal service. Moussa’s account also shows why adapting to changing expectations can mean paying attention to small details, not just adding more facilities.
How did the business start, and what makes it different from others in your space?
We started in 1989 with one small boat in Sharm El Sheikh. At the time, there weren’t many boats operating here, so it was a huge step. My brother Ayman and I were among the first to take it, and over the years we’ve grown into a fleet operating across Egypt and Saudi Arabia. We’ve also run international expeditions in Sudan, the Maldives and Djibouti.
Our experience has taught us that doing better starts with looking after both our vessels and our people. Our liveaboard fleet is independently surveyed by Maritime Survey International, adding another layer to our high safety standards, and we encourage our team to keep developing their knowledge and qualifications. That investment shows in the personal service our crew take pride in giving every guest.
How did you win your first customers, and where does most new business come from today?
We built our first customer base by focusing on one market, leaning into our existing relationships and bringing in guides onboard who helped us reach more guests. Today, most of our business comes from repeat guests who know what to expect, value the smooth operation we’ve developed through years of experience, and enjoy returning to familiar guides and a team that makes the trip feel like home.
What is one decision that changed the direction of the business, and one mistake that taught you the most?
A key decision was taking Royal Emperor to Sudan, which marked the start of our international business beyond Egypt. Every new destination has brought lessons, new relationships and the chance to meet fascinating people. I can’t point to one defining mistake, but expanding into new destinations has taught us to keep learning and adapting as we grow.
What has changed in your industry or in what customers expect, and how have you adapted?
Customer expectations have changed enormously since we started. Back then, a simple boat with a shared toilet and shower was enough; today, guests expect five-star accommodation and an ever-growing range of facilities. We try to stay a step ahead by spotting new trends and thinking about what our guests would enjoy, sometimes it’s something as simple as a specific coffee machine or game. Those little things help stand out. Our guests jump onboard, and are already hunting for what’s new.
If someone were starting a business like yours today, what should they do first, and what should they ignore?
Build on what you know and love. If your experience is in diving, start there; if it’s in kiting, make that your starting point. In our industry, passion matters just as much as business knowledge, and that spark will help your fleet stand out.
Thank you to Mohamed Moussa and the team at Tornado Marine Fleet for sharing what actually worked with Leaders Perception readers.
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