A Note from the Editors

As we step into Ramadan, we’re launching a wellness-focused content campaign exploring how wellness trends are shaping industries across the region. Expect original insights in our newsletters and on our socials, where we’ll analyze the evolving intersection of luxury, hospitality, healthcare, and beyond. 

We’re also introducing The Ramadan Edit, a curated selection of standout experiences and experiential-driven content that captures the spirit of the month. 

– 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 // Feature Article // The Ramadan Edit // On Our Radar

Visual Vignette

Ramadan is a time of togetherness, where families and communities come together to break their fast, share meals, and reflect in unity. Mekawi depicts this spirit in a serene rendering of gathering at sea.  Credit: @chaficmekawi, Instagram.

This Week’s Curation

Fresh Takes: The Concepts and Trends to Watch This Week

👟 The Spartan Race is coming to The Arena at Bab Al Shams, featuring a desert obstacle course that begins in the Colosseum-inspired arena. Following the success of its first Middle East event, which drew over 4,000 competitors and 2,000 spectators, this edition will see racers set off in waves from dawn to dusk, with a full-day experience including entertainment, recovery zones, and regional food and beverage offerings. 

🌀 Our Take: Bab Al Shams hosting Spartan Race’s Dawn till Dusk isn’t just about obstacle courses in the desert, it’s a sign that the line between hospitality, wellness, and high-intensity experiences continue to blur. Adventure tourism is growing at 9.42% CAGR, set to hit $1.68 trillion by 2032, and today’s travelers aren’t just looking for a challenge, they want the recovery zones, the F&B experiences, and the entertainment to match. With the region going all in on high-performance wellness, the next natural play is in creating homegrown endurance events that blend local culture, extreme sports, and hospitality into an experience the world wants in on. Because at this rate, the next luxury experience won’t be a spa retreat, it’ll be a desert ultra-marathon with a five-star finish line.

🎬 Christopher Nolan’s upcoming film Odyssey is currently being filmed in Morocco, adding to the country's reputation as a prime location for Hollywood blockbusters. Known for its diverse landscapes and cinematic history, Morocco continues to attract major productions seeking visually striking backdrops. 

🌀 Our Take: Christopher Nolan’s Odyssey is the latest in a long list of Hollywood productions choosing Morocco as a backdrop, reinforcing the country’s cinematic appeal. Despite Morocco and Jordan hosting major productions like Gladiator, Troy, Aladdin, Game of Thrones, and Star Wars, they rarely get recognition as travel destinations because they’re often disguised as other locations. This is where set-jetting—traveling to places seen in movies and TV—becomes a missed opportunity for the region. Countries that embrace film tourism can turn cinematic exposure into real-world economic and cultural benefits, much like New Zealand did with The Lord of the Rings. Jordan has taken steps in this regard by  implementing a 25% rebate on qualified production costs to attract international filmmakers, aiming to position the nation as a top destination for diverse cinematic landscapes. Just last month, the Turkish Museum of Troy also invited Nolan to explore Homer’s epic firsthand, highlighting how historical and cultural destinations can leverage these narratives to draw global interest—something MENA nations could better support with streamlined permits, tax incentives, and infrastructure that encourages filmmakers to tell their stories authentically in the region.

⛸️ SES Live and Ethara have partnered to expand live entertainment across the Middle East, bringing large-scale productions to top venues in the region. The collaboration will introduce a diverse lineup of events, including family favorites like Disney on Ice and theatrical performances such as Cirque du Soleil, with more major productions to be announced. By combining SES Live!’s expertise in touring productions with Ethara’s venue management and event delivery capabilities, the partnership aims to set new benchmarks for live entertainment in the region.

🌀 Our Take: The GCC already has the venues, the cash, and the government backing to host world-class productions & events, and demand for family-friendly entertainment and high-end experiences rising. But how long can the region rely on imports before it starts building its own blockbusters? Hosting global hits is great, but the real power move is creating original, large-scale productions that can tour the world, Middle East-born, globally staged. The region isn’t short on ambition, so when do we see the first homegrown mega-show? Because at this rate, why settle for being a tour stop when you can be the main stage? What do you think we need to make this happen?

✈️ London-based MC Studios has unveiled a microliving-inspired airport design for Saudi Arabia, where AI and human design meet to create space-efficient, luxurious transit accommodations. The concept integrates high-end living pods within airport environments, offering travelers a seamless blend of comfort and functionality. By merging hospitality with aviation, the design aligns with Saudi Arabia’s push for innovation in infrastructure and next-generation travel experiences. 

🌀 Our Take: Airports used to be places you couldn’t wait to leave, now they’re places you might not want to. Changi has a rainforest, Hamad has five-star lounges, and now Saudi is bringing micro-living pods to the terminal. It’s a clear sign that airports aren’t just transit hubs anymore, they’re becoming destinations in their own right. With Saudi pouring billions into next-gen aviation, space-efficient luxury pods could reshape how premium travelers experience airports. For brands and investors, the opportunity is clear—as airports compete on experience, the real estate inside them is becoming more valuable than ever.

Feature Article

Transforming Beauty and Wellness: The UAE's Exclusive Approach to Medical Tourism for the Ultra-Discerning Traveler

Dubai is redefining medical tourism by blending cutting-edge healthcare with five-star hospitality, holistic wellness, and complete privacy. With the sector projected to reach $2.3 billion by 2033, the UAE is rolling out VIP medical visas, luxury post-surgical care, and high-end wellness retreats tailored for elite travelers. From bespoke cosmetic treatments to full-scale health journeys, this exclusive approach is attracting celebrities, executives, and royalty. Read more about how the UAE is setting a new gold standard for ultra-premium medical tourism. Written by Omar Ramy, Staff Writer.

The Ramadan Edit

🌙 The Egyptian Tourism Authority has launched "Egypt: Its Spirit in Ramadan," a campaign highlighting the country’s unique and deeply rooted Ramadan traditions. From vibrant lantern-lit streets to the aroma of traditional dishes, Egypt offers an enchanting atmosphere throughout the holy month and Eid al-Fitr. A dedicated page and a series of promotional videos will showcase these experiences, inviting visitors to explore Ramadan’s magic firsthand.

On Our Radar

📌 Wellness tourism is booming, and high-end hotels are cashing in by making longevity the new luxury.

📌 A Dubai-based luxury travel company is curating ultra-exclusive, tailor-made expeditions for the world’s wealthiest travelers, offering bespoke experiences that go beyond traditional luxury tourism. 

📌 Visa’s latest report highlights the rise of “Goods & Getaways” spending, where affluent travelers are blending high-end shopping with luxury travel experiences. A key case study in Dubai reveals that international visitors frequently purchase premium chocolates as souvenirs (shoutout to FixIt Chocolate), showcasing how destination-driven retail plays a growing role in travel spending.

📌 ACUD has partnered with Live Nation Middle East and Ticketsmarche to bring world-class entertainment to Egypt’s New Administrative Capital, aiming to position it as a premier cultural and live events destination.

📌 The UAE has officially opened the WAM border crossing to Oman, enhancing connectivity and easing travel between the two countries.

📌 ExecuJet’s new private jet lounge at Al Maktoum International Airport (DWC) elevates luxury travel with VIP suites, personalized concierge services, and direct access to aircraft, catering to elite passengers seeking seamless, private departures and arrivals.

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