A Note from the Editors

Dear Readers,

Nureen here! If you’ve been paying attention, you should know us by now—or at least have a solid idea of what we’re about. We’ve published highlights on Instagram from our introductory podcast episode, Day One Energy, and the full episode is live on Spotify. Still curious about who we are and what The Dyorama is all about? Hit play and let us walk you through it.

This week, I stepped out of my comfort zone (read: fully outed myself as a reaction-video rookie) and filmed my first-ever take on Moroccan cooperatives. If you caught it, I hope you enjoyed it—because you’re going to see more of that kind of content coming your way.

Meanwhile, behind the scenes, we’ve been having way too much fun experimenting with new formats. Youssef’s “Will it ROI?” series is coming together, and trust me, it’s unhinged in the best way. And Ali? Let’s just say his reaction videos are a masterclass in the biggest trends in the space. Stay tuned for those drops.

Keep watching, listening, and reacting—your support means everything as we keep building The Dyorama into the sharp, human, impactful space we envisioned.

One more thing—are you in the UAE? Would you be interested in a Dyorama meet-up? Let us know! We’d love to connect with our community IRL and celebrate the community and following we’ve grown online in just one month.

Now go ahead and enjoy this week’s edition!

— 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 like to check into MENA’s experience economy.

What you’ll find in this week’s edition: Visual Vignette // This Week’s Curation // Feature Article // Would This Work in MENA? // On Our Radar

Visual Vignette

salem_mostafa

View more on Instagram

@salem_mostafa's Cairo Makeover Series: Evergreen Tower has us day-dreaming. If you watch one thing this week, let it be this—completely mesmerizing. Visual credit: @salem_mostafa, Instagram.

This Week’s Curation

Fresh Takes: The Concepts and Trends to Watch This Week

🔨 Saudi Prince Al-Waleed bin Talal has announced that Beirut's Four Seasons Hotel will undergo a complete reconstruction, with plans to reopen in early 2026. This initiative, led by Kingdom Holding Company, aims to revitalize the iconic hotel, which suffered significant damage during the 2020 Beirut Port explosion, marking a hopeful step towards Lebanon's recovery under President Joseph Aoun's leadership.

🌀 Our Take: The reopening of the Four Seasons in Beirut isn’t just about a luxury hotel. It's a testament to the resilience of Lebanon’s hospitality legacy–a symbol of Beirut’s comeback. Lebanese talent has long been known across the region for setting the bar in service: warm, authentic, and unforgettable. The Four Seasons embodies the city’s spirit, unbowed, sophisticated, and built on the expertise of the people who make every experience extraordinary. Now, the real question: Can this moment ignite a wave of investment and opportunity, proving once again that Beirut’s true luxury is its people?

🎨 Saudi Arabia has unveiled Diriyah Art Futures (DAF), the Middle East and North Africa's inaugural hub dedicated to New Media Arts, situated in the historic Diriyah area. DAF's debut features the exhibition "Art Must Be Artificial: Perspectives of AI in the Visual Arts," running until February 15, 2025, and introduces programs like the Emerging New Media Artists Programme and the Mazra’ah Media Art Residency to foster innovation at the intersection of art and technology. 

🌀 Our Take: The GCC is methodically transforming its cultural and tourism landscape, leveraging art and technology to redefine its global image and attract diverse audiences. Our friends at Skift call this the rise of live tourism, where immersive, shared experiences are becoming the backbone of travel demand. DAF reflects this shift, showcasing how Saudi Arabia is actively carving out a space for itself in the global cultural narrative. The opportunity lies in creating a pipeline of consistent, high-quality cultural events that resonate across the GCC. Intra-regional travel already makes up nearly 29% of GCC tourism, and initiatives like DAF have the potential to grow this share significantly. By linking experiences across Diriyah, Doha, and Dubai, the region can create a cultural tourism circuit that not only draws international attention but also strengthens ties within the GCC. Done right, this could make the region synonymous with experiential travel on a global scale.

🛎️ Rotana, a leading hotel management company in the Middle East, Africa, and Türkiye, has announced plans to expand its portfolio with 36 new properties across 22 cities, including nine in Saudi Arabia. This strategic growth aligns with Saudi Vision 2030, aiming to triple Rotana's hotel key count in the Kingdom to 6,000 within three years, enhancing the region's hospitality landscape.

🌀 Our Take: Rotana’s consistent growth presents a compelling case of a MENA-born hospitality brand steadily cementing its place on the global stage. With plans to triple its key count in Saudi Arabia to align with Vision 2030 and the World Cup, Rotana is positioning itself as a cornerstone of KSA’s readiness for the world. With 63% of Saudi Arabia’s population under 30 and foreign visitor spending surging by nearly 43% in 2023, the opportunities are as bold as the ambitions driving them. Meanwhile, its targeted growth in Türkiye, and Europe showcases strategic diversification, tapping into recovering international markets with growing tourism arrival, occupancy, and guest satisfaction rates. Here’s to more homegrown brands dreaming big, taking bold steps, and proving that the future of global hospitality is ours to lead. 

arabnews

View more on Instagram

🌿 Saudi Arabia's Asir region is poised to transition from planning to execution in 2025, with key projects like the Seven Entertainment Complex slated for completion. This strategic move aims to attract 8 million tourists by 2030, positioning Asir as a premier global destination that harmonizes development with conservation. 

🌀 Our Take: Saudi Arabia’s Asir region is finally stepping off the sidelines and into the spotlight, leveraging its natural and cultural treasures to become a local tourism MVP. With SAR 28 billion in strategic projects underway, including the Seven Entertainment Complex, expect further tourism FDI to pour in, turbocharging the economy and the region’s PR game. Behind the scenes, tight coordination between tourism and development authorities signaling a maturing governance model poised to drive meaningful impact.

📜 The National Museum of Egyptian Civilization (NMEC) has launched Kimet, a children’s museum offering an immersive journey into Ancient Egyptian life. Through interactive and educational activities, kids can explore historical themes like clothing, food, trade, and culture in a fun and engaging way.

🌀 Our Take: Experiential museums like NMEC’s Kimet are are riding the trend of interactive cultural spaces. Compared to traditional counterparts, these interactive spaces drive higher footfall and repeat visits, tackling the profitability challenge head-on. Kimet’s edutainment model not only engages children through themes like Ancient Egyptian clothing, food, and trade but also fosters a deeper cultural connection, offering a compelling way to blend multi-sensory learning with a sustainable future for museums.

✈️ Emirates is set to become the world's first Autism Certified Airline™, with over 30,000 cabin crew and ground staff undergoing specialized training to better serve passengers with autism and sensory sensitivities. This initiative, in collaboration with the International Board of Credentialing and Continuing Education Standards (IBCCES), aims to make air travel more inclusive and supports Dubai's ambition to become the most accessible destination globally.

🌀 Our Take: The UAE has embedded inclusivity into its national identity, from rebranding disabilities as "People of Determination" to enhancing accessibility across public spaces. By positioning itself as a leader in accessible travel, Emirates isn’t just enhancing its brand; it’s expanding its market reach to families and individuals seeking more inclusive experiences. This move also deepens Dubai’s reputation as a hub for forward-thinking travel, reinforcing its status as a gateway for all travelers, no matter their needs. With the global accessible travel market valued at $35.6 billion in 2024 and expected to grow significantly, Emirates’ initiative is both a compassionate and strategic decision. The question now is: who will follow their lead?

🌐 Dubai's DAMAC Group has partnered with blockchain platform MANTRA to tokenize at least $1 billion worth of real-world assets, including real estate, hospitality, and data centers, aiming to enhance investment accessibility and transparency. These tokenized assets will be available exclusively on the MANTRA Chain in early 2025, reflecting DAMAC's commitment to innovative, forward-thinking solutions.

📖 Breaking It Down: Imagine you’ve always dreamed of owning a slice of a luxury hotel but don’t have a spare $50 million lying around (same). Tokenization breaks down that hotel into digital "shares," allowing everyday investors—like you, me, and even your friend who just got into crypto—to own a piece. Essentially, it’s taking something big and expensive and splitting it into smaller, more accessible chunks.

🌀 Our Take: DAMAC’s move redefines what it means to own luxury. Real estate and hospitality have always been about exclusivity, accessible to a select few. Tokenization changes that, turning luxury into something more inclusive. Imagine your next five-star stay isn’t just a getaway but a visit to a property you own a slice of. It’s smart, bold, and lets you casually drop into conversations, “Yeah, I’ve got a stake in that hotel.” We all have that one friend who insists they have shares in everything under the sun.

Feature Article

Kuwait’s Bold Play in the Gulf’s Sports Tourism Game

Explore Kuwait's transformation into a sports tourism hub through the 26th Arabian Gulf Cup. From hosting a seamless regional spectacle to reaping $197 million in economic benefits, Kuwait's efforts highlight a strategic push towards cultural integration and economic diversification. With 100% hotel occupancy and a vibrant fan experience, the event showcased Kuwait's potential to shine amidst Gulf powerhouses. Read on to uncover how this underdog nation is rewriting the playbook for the region’s booming sports tourism sector. Written by Omar Ramy, Staff Writer.

Would This Work in MENA?

⚽ Toca Social, developed by Toca Football, is revolutionizing football as a fun and accessible activity for both avid fans and newcomers. Drawing inspiration from Topgolf, it seamlessly integrates football-themed gameplay with dining and socializing for a unique entertainment offering. Guests can engage in tech-enhanced football zones, aiming at digital targets displayed on large screens that blend physical gameplay with video game elements. Designed to suit all skill levels, the games encourage friendly challenges emphasizing precision, speed, and scoring, with real-time score tracking adding a dynamic, arcade-like vibe. Launched at The O2 in London in 2021, Toca Social has since expanded, with upcoming locations in Texas and Mexico, setting a new standard in experiential social entertainment.

On Our Radar

📌 MENA's 50 Best Restaurants 2025 is hosting a series of exclusive dining events in Abu Dhabi from January 25-30, featuring renowned chefs like Jason Atherton and Hélène Darroze collaborating with local establishments. These Signature Sessions offer unique culinary experiences, blending international and regional flavors for discerning diners. We are particularly excited about Chef Mostafa Seif’s culinary evening at Mouzmari!

📌 Dubai Culture has announced an open call for its Public Art Education Programme, inviting artists and educators to submit proposals aimed at enriching the city's cultural landscape through public art initiatives. Applications will close on Monday, 10 February 2025.

📌 Perplexity, an AI-driven search engine, has partnered with Tripadvisor to integrate extensive hotel data into its platform, offering users enriched search results that include detailed summaries, ratings, images, amenities, and reviews for a more informed booking experience. 

Let’s Hear from You!

Connect with Us

Let’s Stay in Touch  LinkedIn | Instagram | TikTok

We’d love to hear from you! Share your feedback, questions, or content suggestions at [email protected] 

Share with Your Friends: Spread the word about The Dyorama! Forward this email or tag us on socials.