A Note from the Editors

Hi everyone,

First things first, a huge thank you to Ali for stepping in here last week while I was in London. He brought so much energy and insight to the table, and the feedback from all of you has been incredible. By popular demand, we’ll definitely make sure he’s back again soon.

Now, onto a little confession from my trip. The unofficial highlight might have been eating the best gluten-free donuts I’ve ever had. For those who know me, gluten-free bakeries are basically my version of sightseeing, and London absolutely delivered. If you’re allergic to gluten like me, then Borough 22 Doughnuts are a must-try next time you’re there.

As for us, it’s been such an energizing week! We’re glad to see you are all connecting with our content on socials. Seeing the shares and all the conversations it’s sparking really reminded us why we love creating content that resonates with you. We also made our way to Al Quoz Arts Fest this weekend and seeing all the homegrown food and retail concepts was the inspiration we needed as a team!

Thank you, as always, for being such a big part of our journey. Whether it’s joining the conversation, cheering us on, or simply staying connected, your support is everything.

Here’s to another week of growth, creativity and hopefully not waking up in a white-walled corporate dystopia with no memory of how we got there (yes, we're watching Severance).

– Nureen 

P.S. As always, we’d love to hear your thoughts—your input fuels what we create. If you like this week’s edition, share with someone who’d appreciate exploring the dynamic intersection of hospitality, design and business in the MENA region.

What you’ll find in this week’s edition: Visual Vignette // This Week’s Curation // The Public Conversation // Global Spotlight // On Our Radar

Visual Vignette

An enchanting blend of cinematic storytelling and Egypt’s rich history set against its chaotic modern backdrop. With impeccable comedic timing and a nostalgic touch, it serves as a beautiful reminder of Egypt’s timeless charm and allure. Credit: Daniel Tremsky, YouTube.

This Week’s Curation

Fresh Takes: The Concepts and Trends to Watch This Week

🚈 It’s a landmark week for trains in the region as Kuwait kick-starts its section of the long-anticipated Gulf railway, awarding a contract to a Turkish firm to build the first 111-kilometer phase, part of a 2,117-kilometer network set to connect six Gulf countries by 2030. Meanwhile, Etihad Rail unveiled station designs in the UAE  and inspected its high-speed Abu Dhabi-Dubai train, which will travel at 350 km/h, cutting travel time to 30 minutes and contributing AED 145 billion to the economy over the next 50 years. Adding to the momentum, Saudi Arabia's SAR, in collaboration with Italy's Arsinale, revealed the final design of the Desert Dream train—a five-star luxury train blending opulence and Saudi cultural heritage, set to redefine premium rail travel across the Northern Train Network from Riyadh.

🌀 Our Take: All aboard! The Gulf railway is picking up steam, promising both regional connectivity and the potential to redefine rail travel as a cultural icon. With Kuwait awarding contracts for its section of the 2,117-kilometer GCC network and the UAE unveiling designs for its high-speed Abu Dhabi-Dubai train—expected to contribute $39.5 billion to its economy over 50 years—the focus is on logistics and efficiency. But beyond moving passengers and cargo, the real opportunity lies in transforming rail into a platform for curated journeys, blending heritage, luxury, and storytelling.

Saudi Arabia is already leading the way with its Dream of the Desert, a five-star luxury sleeper train designed to offer opulence and cultural immersion as part of Vision 2030. Imagine luxury trains weaving across the GCC, serving regional cuisine against a backdrop of shifting landscapes, from the Arabian Gulf to endless desert dunes. High-speed efficiency is vital, but adding experiential value and soft power could create a legacy akin to Belmond’s in Europe and in Asia with its Eastern & Oriental Express. Could the Gulf become home to its own timeless rail journey? With ambition this bold, anything seems possible. Maybe even a Belmond partnership?

🎶 ONE Development has partnered with music icon Amr Diab to launch ONE/AD Development, introducing "Do" boutique hotels—the region’s first themed hotels integrating AI, music, and wellness. Signed by Founder & Chairman Ali Al Gebely, Amr Diab, and Mohamed Zaki, this venture sets a new international standard for innovative hospitality.

🌀 Our Take: ONE Development’s new venture with Amr Diab promises to blend AI, music, and wellness into a boutique hotel experience, but can tech-driven hospitality truly deliver on boutique luxury? Diab’s influence as the Arab world’s biggest pop star adds undeniable cultural weight, instantly giving Do brand recognition and an emotional hook. But boutique hospitality thrives on high-touch, deeply personal connections something AI and automation struggle to replicate. Music and wellness have synergy, but will this feel like an immersive experience or just a themed marketing play? The real test: Can Do balance high-tech with high-touch, or will it miss the essence of boutique luxury? Execution will be everything.

🎓 The American University in Cairo's School of Continuing Education has partnered with the Grand Egyptian Museum to offer a program equipping aspiring tour guides with essential skills. This collaboration aims to enhance the quality of tour guiding in Egypt's tourism sector.  

🌀 Our Take: Egypt’s Vision 2030 isn’t just about boosting visitor numbers—it’s about attracting high-value tourism, the kind that drives longer stays and bigger spends. The Grand Egyptian Museum is Egypt’s ultimate cultural flex—a $1 billion powerhouse near the Giza Pyramids, designed to cement the country’s status as a global leader in cultural and experiential travel. But even the grandest museum needs more than artifacts to make an impact; it needs world-class storytelling. Enter AUC, stepping in to level up Egypt’s cultural ambassadors with a professional tour guide certification. Better-trained guides mean happier visitors, stronger word-of-mouth, and more ticket sales—because at the end of the day, a stunning museum without great storytelling is just an expensive storage unit.

🚤 AlUla has partnered with LeBron James to launch "Team AlUla Championed by LeBron James" in the UIM E1 World Championship, the world's first all-electric race boat series. This collaboration aligns with AlUla's goal to become a premier sports and adventure hub, supporting high-profile international events and promoting sustainability.

🌀 Our Take: Saudi Arabia is turning marine sustainability into a global spectacle. Backed by PIF, the Kingdom is using the world’s first all-electric race boat series to reinforce its commitment to marine conservation—because what better way to showcase a green agenda than with cutting-edge innovation on water? This aligns with KSA’s goal of expanding protected marine and coastal areas from 3% to 30% by 2030 and broader initiatives like designating 50% of AlUla as a nature reserve while investing in eco-friendly infrastructure. With LeBron James leading Team AlUla, Saudi isn’t just pushing sustainability—it’s ensuring the world takes notice.

🌇 Mazeej Balad has begun its soft opening, bringing a much-needed boutique luxury experience to Downtown Cairo, alongside the launch of a rooftop restaurant offering breathtaking views, a soulful menu, and an ambiance infused with history. Blending heritage with contemporary elegance, the hotel and its dining experience mark a new chapter for travelers seeking character, intimacy, and a deep connection to Cairo’s storied past.

🌀 Our Take: Cairo’s luxury boutique hotel scene has long been underserved, with Villa Belle Époque in Maadi holding the spotlight for travelers seeking charm and intimacy. Enter Mazeej Balad. The latest project in Al Ismaelia’s mission to revive Downtown Cairo’s heritage, this hotel is more than a place to stay—it’s a fully immersive experience. Behind its transformation is founder Ahmed Ganzouri, alongside interior designer Malak Orfy and artist Kairo Lamumba, who have meticulously crafted a space where every room channels Cairo’s golden era. Finally, the city has a boutique luxury contender that doesn’t just preserve heritage—it invites guests to live it.

📈 Qatar Tourism’s 2024 report reveals over 5 million international visitors year-to-date, a 25% growth driven by strong GCC and European demand, with 69% average occupancy—a 19% rise from 2023.

🌀 Our Take: Live tourism strikes again in Qatar, with a record-breaking 5.08M international arrivals in 2023—a 25% YOY increase. From the AFC Asian Cup to Formula 1, Qatar has turned live events into global magnets, pairing world-class activations with Qatar Airways’ growing capacity, 40,000+ hotel keys, and a rising 69% occupancy rate. The takeaway? People crave connection and spectacle. Events aren’t just crowd-pullers—they’re long-term destination game-changers. Qatar proves the future of tourism is live, immersive, and here to stay.

The Public Conversation

🧳 TNMT highlights the biggest travel trends of the past decade, from the rise of Airbnb and Uber (Shared Travel, 2016) to the explosion of Passion Travel in 2024, driven by major cultural events like Taylor Swift’s Eras Tour and the Paris Olympics. Each year has introduced a defining shift in how we experience travel—whether through Contactless Travel (2020), Revenge Travel (2021), or the Travel Metaverse (2022).

But what about 2025? The theme is still up for debate. What do you think will define travel this year? Will AI-driven personalization take center stage? Will sustainability finally be the dominant force? Email us your predictions at [email protected] or reply to this email —we’d love to feature the best insights in next week’s edition!

Global Spotlight

🧖‍♀️ Dior has launched an ultra-luxury wellness retreat in Évian-les-Bains, France, offering a bespoke experience that redefines wellness travel. Nestled on the shores of Lake Geneva, the retreat combines Dior’s expertise in beauty with state-of-the-art treatments, curated nutrition, and mindful activities like yoga and meditation. Guests enjoy exclusive access to tailored beauty regimens using Dior products, blending science, luxury, and relaxation in an idyllic alpine setting. A masterclass in how heritage brands can elevate the wellness sector, the retreat merges timeless elegance with innovative self-care experiences. It sets a new benchmark for luxury by seamlessly integrating design, wellness, and innovation, reshaping expectations for global hospitality.

On Our Radar

📌 TNMT identifies four key trends shaping the travel industry in 2025: AI breakthroughs enhancing trip planning and booking, the rise of viral travel driven by social media, a focus on health and wellness tourism, and increasing geopolitical factors influencing travel choices. 

📌 Palma City Council and Air Arabia are in discussions to establish a direct flight route between Palma de Mallorca and Dubai, aiming to enhance international connectivity and tourism. 

📌 The Middle East & North Africa's 50 Best Restaurants 2025 list has been unveiled, with Dubai's Orfali Bros Bistro securing the top spot for the third consecutive year.

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