A Note from the Editors

Dear Readers,

We’ve hit the ground running this week, shaking off the post-holiday daze, as I’m sure you can all relate.

Our socials are in full swing! We’ve started recording reaction videos (coming soon 👀), and last night we dropped a sneak preview of our podcast where we introduce ourselves (check it out below). Stay tuned for the full episode, and keep an eye on our socials for a few juicy highlights.

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On top of that, we’ve been interviewing more thought leaders whose insights we can’t wait to share with you. Big things are cooking, so stick around—it’s just getting good! 🎙️✨

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

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Throwing it back to this vintage gem from 1995 for @elgounaredsea—because yes, the 90’s are officially retro now! Nestled on the stunning Red Sea coastline, this now-lifestyle destination was dreamt up in 1990 by visionary Samih Sawiris (@orascomdevelopment). Visual credit: @retrohunts.eg, Instagram.

This Week’s Curation

Fresh Takes: The Concepts and Trends to Watch This Week

🏺 Orshina, co-founded by Aram Habeshian and Yaman Najeh, is dedicated to preserving Aleppo's cultural heritage through initiatives like Project 1500-KILOWATT, which repurposes a historic 1928 electricity building into a vibrant cultural space featuring art exhibitions, performances, and culinary experiences. Beyond art, the exhibition showcases archives, laurel soap, a private museum, and a kitchen where Talal Kala’aji and his mother recreate 13th-century Aleppan recipes from Ibn Al Adim’s cookbook, blending cultural history with the authentic flavors of Syrian cuisine.

🌀 Our Take: Orshina doesn’t just preserve Aleppo’s heritage; it reclaims it. In a city scarred by years of war, this initiative transforms a relic of the past into a living narrative of resilience. By blending ancient recipes, art, and history, it challenges us to see culture not as a casualty of destruction, but as a force for rebuilding identity and hope.

🏖️ Dubai is set to open its first women-only beach at Al Mamzar Corniche, featuring amenities like night swimming facilities, a recreational sports club, a children's play area, and a dedicated cycling path. The 125,000-square-meter beachfront will include fenced and gated areas to ensure privacy and safety, with completion expected later this year.

🌀 Our Take: Ladies-only spaces have always been in demand in the MENA region, but they’ve often felt more like afterthoughts—remember those tarp-covered community pools? Dubai’s women-only beach takes things up a notch, blending luxury, lifestyle, and community. Here’s to hoping Western pundits don’t turn this into a debate—sometimes, it’s just about a safe space to swim.

🏛️ Sheikh Abdul Mohsen Al Hokair, owner and chairman of the Saudi Al Hokair Group, which owns projects like Katameya Mall and Mall of Arabia in Egypt, has requested a 50-year usufruct (right of use) for the old Ministry of Agriculture building in Dokki. His aim is to transform the historical building into a world-class boutique hotel.

🌀 Our Take: This move reflects Egypt’s strategy to attract FDI (foreign direct investment) by repurposing historic landmarks like the Tahrir Complex and Bab El-Azab into high-value assets. Transforming the Ministry of Agriculture building into a boutique hotel blends preservation with profitability, redefining Cairo’s urban identity while leveraging heritage as an economic driver.

🏆 Ossiano, the iconic fine dining restaurant at Atlantis, The Palm in Dubai, has been awarded the prestigious Art of Hospitality Award ahead of the Middle East & North Africa’s 50 Best Restaurants 2025 awards ceremony, a top honor in the region's culinary scene. This accolade celebrates Ossiano's unparalleled service and its unique underwater dining experience, offering ocean-inspired cuisine in a stunning aquatic setting.

🌀 Our Take: Ossiano has been redefining dining in Dubai since 2008, seamlessly blending service with spectacle in its iconic underwater setting. Its recent Art of Hospitality Award—voted by over 250 industry professionals—raises an interesting question: in a region where f&b concepts often fade as quickly as they rise, is the secret to staying on top creating experiences that are less about novelty and more about emotional connection?

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🛟 Stephanie Reichenbach, founder and CEO of Nara Desert Escape, is bringing her eco-luxe vision to Dubai’s waterways with the upcoming launch of Nara on the Sea in 2025. Aboard the Lady Nara, guests will experience a culinary journey curated by chef Gregory Khellouf while cruising along the Dubai Canal. With this bold new venture, Reichenbach aims to redefine dining on the water and establish Nara on the Sea as the UAE’s leading restaurant dhow, showcasing her signature blend of innovation and sophistication.

🌀 Our Take: With a legacy of creating standout experiences, Nara’s latest venture, Nara On The Sea, aims to redefine Dubai’s dhow cruise tradition. Soft-launched just last week, it combines timeless design with locally inspired cuisine, promising a sophisticated take on a cultural classic. Dhow dinner cruises have long been a staple on Dubai’s waters—could a more refined, luxurious positioning be the key to breathing new life into this enduring concept?

Feature Article

Heritage in Action: How Morocco's Women-Led Cooperatives Are Driving Economic Change

Discover how Morocco’s women-led cooperatives are transforming lives and local economies by harnessing cultural heritage. From the fragrant argan oil workshops in Souss-Massa to intricate rug weaving in the Atlas Mountains, these cooperatives empower women to turn ancestral crafts into sustainable livelihoods. Explore how tradition and progress intertwine, creating immersive experiences for travelers while rewriting narratives of economic opportunity and gender equity in the MENA region. Written by Sawsane Benarafa, Guest Writer.

Would This Work in MENA?

🧘‍♀️ Alo Moves and Waldorf Astoria Los Cabos Pedregal have launched The Reset, a 30-day in-person wellness retreat blending luxury hospitality with transformative fitness and mindfulness practices. Featuring the updated 3-2-8 fitness method and curated nutrition guidance, the program is designed to create sustainable wellness habits for lasting results.

🌀 Our Take: We’re big fans of this activation. It’s refreshing to see brands like Alo Moves moving away from cookie-cutter pop-ups and leaning into full-on immersive experiences—because let’s face it, a retreat like this resonates far more than a branded towel ever could. It got us thinking: does anyone know someone at The Giving Movement in Dubai? We can’t help but feel they should take notes and partner with a regional hotel to create a similarly impactful activation. What better way to blend purpose, lifestyle, and experience?

On Our Radar

📌 For all of us frequent travelers to Egypt, the Cairo Airport experience is about to get an upgrade. The airport is leveraging Plaza Premium Group's expertise by rebranding and allocating management of six VIP lounges across various terminals. 

📌 DNA Health, the leading preventative health clinic in the Middle East, is taking its transformative wellness model global. Partnering with Francorp Middle East, they’re developing a franchise program to expand across the Middle East, Europe, and beyond. A golden opportunity for that friend searching for their next wellness entrepreneurial venture. 

📌 South Korea’s hospitality tech giant ONDA is teaming up with Seed Group to launch a UAE-based joint venture, bringing its AI-powered SaaS solutions to the MENA region by mid-2025. With over 4,500 properties already transformed globally, ONDA is set to revolutionize Middle Eastern hospitality—perfect timing for hotels looking to level up their digital game! 

📌 In a guest essay for The New York Times, the author explores how Instagram and TikTok are reshaping food tourism, blending curated travel and dining into the ultimate modern wanderlust aesthetic. A must-read for anyone who’s ever planned a vacation around the perfect bite—or the perfect post! 

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