A Note from the Editors

The White Lotus is back, proving once again that nothing makes luxury look more irresistible than watching the ultra-rich self-destruct in five-star settings.

And yet, the tourism impact is no joke. Norway saw a 60% surge in travel searches after Succession, and White Lotus sent Sicily’s San Domenico Palace bookings up 70%. A hit show can do more for tourism than a decade of marketing spend.

The Middle East has the landscapes, the luxury, and the intrigue—so why isn’t it in the mix? Tourism boards and hotels should be making their move. The destinations that own screen time today? They will own travelers’ bucket lists tomorrow.

Catch our latest video on the White Lotus effect below, if you haven’t already.

– Ali

thedyorama

View more on Instagram

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 // Local Concept Spotlight // On Our Radar

Visual Vignette

Public spaces have long been the heartbeat of cities—from the Greek Agora to Alexandria’s sudden, vernacular spaces, where culture, community, and urban life converge. Through art and research, @mohamed.gohar  explores how these spaces shape Alexandria’s evolving identity, fostering dialogue and shared understanding. Each illustration captures a moment of urban life, inviting you to interpret the city’s shifting rhythms in your own way.. Credit: @mohamed.gohar, Instagram.

This Week’s Curation

Fresh Takes: The Concepts and Trends to Watch This Week

listmag.sa

View more on Instagram

🎶 Riyadh Air has introduced its new sonic brand, "Sound of a New Era," composed at London's Abbey Road Studios by a collaboration of Saudi and international artists. This sonic identity blends traditional Arabic instruments with modern digital elements, reflecting the airline's commitment to cultural heritage and innovation as it prepares for its inaugural flight later in 2025. 

🌀 Our Take: You might be thinking, why is this a big deal? Well Riyadh Air is making sure you hear them before you see them. Fun fact: my alarm clock is the Emirates boarding sound. Yes, really. And that’s the power of sonic branding, one sound and you’re instantly transported. Think about the Netflix “ta-dum” or the haunting White Lotus theme: you hear it, and the experience kicks in before you even see a thing. Studies show brands using music aligned with their identity are 96% more likely to be remembered. Sound hits where visuals can’t, straight to memory. Yet most MENA brands still rely on visuals to make an impression. But luxury? It’s shifting from what you see to what you feel, and sound is a direct shortcut to immersion.

🌅 Shamal Holding has launched Marsa Boulevard, a vibrant new outdoor dining destination in Dubai Festival City, featuring 12 renowned local eateries. Designed to celebrate Dubai’s diverse culinary scene, the boulevard offers a mix of international flavors, homegrown concepts, and alfresco dining experiences. With its scenic waterfront setting and lively atmosphere, Marsa Boulevard aims to become a go-to spot for food lovers and social gatherings in the city.

🌀 Our Take: Festival City just hit the refresh button. Marsa Boulevard isn’t just another F&B cluster—it’s a strategic pivot into experiential placemaking, injecting lifestyle value into an aging asset. The real signal? Prime real estate is finally going to homegrown brands, marking a shift from big-box retail to curated, locally-led concepts. With experiential retail set to grow at 9.8% CAGR and foot traffic in experience-driven spaces rising by 17-20% compared to traditional malls, this is Festival City’s play to stay relevant. DIFC, JBR, and Bluewaters built their dominance on lifestyle-first spaces—Festival City is now making its move. The bet? That malls in the UAE are no longer just for shopping and dining—they’re urban hangouts, and success hinges on foot traffic, placemaking, and real estate value creation.

🌴 Montage Hotels & Resorts is set to make its Middle East debut with an ultra-luxury retreat in Wadi Safar, Saudi Arabia. The property will feature 200 rooms and 30 branded villas, showcasing traditional architecture inspired by the local surroundings, complemented by opulent dining options and a palm-fringed pool.

🌀 Our Take: Saudi Arabia isn’t just building hotels, although it might seem that way—it’s rewriting the rules of ultra-luxury travel. Wadi Safar, nestled within Diriyah, isn’t just trying to compete with elite retreat destinations like the Dolomites—it’s betting that the world’s wealthiest travelers will swap alpine peaks for desert horizons. But what gives Diriyah the edge? Its untouched, secluded landscapes and historic significance as the birthplace of the Saudi state make it a destination where the setting itself is the luxury. With $2.13 billion already committed to high-end developments, Saudi is making a high-stakes play for the ultra-luxury market. The question is: Can it turn an engineered ecosystem into a must-visit sanctuary?

🤖 The Saudi Tourism Authority has introduced "Sara," an AI-powered virtual tour guide designed to enhance visitors' experiences in the Kingdom. Accessible through the "Spirit of Saudi Arabia" platform, Sara provides interactive assistance, offering rich information and personalized recommendations by integrating artificial intelligence with authentic Saudi culture across multiple languages.  

🌀 Our Take: The real shift isn’t just about personalized travel. It’s about how AI will shape entire destinations. If AI can curate your itinerary, what happens when cities do the same? Airlines are already redesigning how journeys are structured, but players like Tonomus.NEOM are pushing further, building the infrastructure for smart, cognitive cities that don’t just accommodate travelers, but adapt to them in real time. This moves us from AI-powered tour guides to AI-driven destinations, where everything from airport arrivals to hotel check-ins to on-ground experiences is seamlessly connected. The challenge? Execution. Particularly, aligning tourism boards, airlines, and hospitality players to create a system that actually works.

🎭 Riyadh has launched the Riyadh Creative District, a dynamic hub designed to unite creative minds, industry leaders, and emerging talent. The district aims to foster innovation, collaboration, and cultural development, reinforcing Saudi Arabia’s vision to become a global leader in the creative industries. By providing state-of-the-art facilities and opportunities for networking, it seeks to drive growth across sectors like film, design, media, and entertainment.

🌀 Our Take: Creative hubs around the world tend to emerge organically—grassroots movements built around shared communities and their evolving interests. In our region, however, they are often state-led, fueled by public funds and national agendas. Saudi’s Riyadh Creative District follows this model, a master-planned vision rather than an organic cultural uprising. But infrastructure alone won’t create a thriving creative ecosystem. The real challenge lies in attracting and nurturing the talent that can turn a structured initiative into a dynamic, globally recognized creative community—one that draws international and regional interest, investment, and cultural relevance. Will Saudi’s strategy go beyond the blueprint to truly cultivate creativity from the ground up?

🏢 Morshedy Group, led by Mohamed Morshedy, has acquired the iconic Fouda Tower in Zamalek from a major state-owned bank for EGP 2.5bn ($50m). This strategic acquisition includes an adjacent 4,000 sqm plot intended for a modern parking facility to enhance accessibility. The group plans to transform the 50-story tower into a luxury mixed-use development, featuring high-end residential units and a premium hotel, aligning with their commitment to upscale projects and supporting the state's initiative to increase hotel capacity.

🌀 Our Take: Given Egypt’s growing tourism ambitions, a move for more hotel keys makes perfect sense. But here’s the catch: Zamalek isn’t exactly the place for mega-developments. The neighborhood thrives on calm, charm, and exclusivity, not high-rise congestion. A towering mixed-use project here doesn’t just add rooms; it alters the DNA of one of Cairo’s most balanced districts. With traffic already a nightmare and locals protective of Zamalek’s character, this move raises a bigger question: How do you add much-needed hospitality infrastructure without breaking the very experience that makes a place desirable? Egypt needs hotels, but not every neighborhood needs a skyline shake-up.

Local Concept Spotlight

🍽️ Alma Supper Club isn’t just a meal—it’s an experience, a fleeting moment where food, culture, and connection collide in unexpected places. With each event shrouded in secrecy until just 48 hours prior, diners gather at hidden locations across the Mediterranean and Gulf, where the setting is as much a story as the menu itself. Whether in a historic courtyard or a secluded garden, the ambiance is a love letter to local heritage, reimagined for modern explorers. At a single long table, strangers become companions, sharing plates and perspectives in a curated yet unscripted exchange. This is dining at its most immersive—where exclusivity meets spontaneity, and every bite feels like a discovery. If you’re craving something more than just a reservation, Alma is calling.

On Our Radar

📌 After a two-year redevelopment, Marrakesh's Museum of African Contemporary Art Al Maaden (MACAAL) has reopened, featuring refurbished galleries, permanent collections, and new installations.

📌 Bait Elowal, a newly opened restaurant in Sharjah, offers a unique dining experience that blends Emirati tradition with Moroccan charm. The menu draws inspiration from Sharjah's rich history, featuring flavors reminiscent of the Silk Road. Set in an elegant Moroccan riad-style ambiance, Bait Elowal aims to revive the emirate's trading past through its diverse culinary offerings.

📌 Dubai has announced the Dubai Loop, a 17-kilometer high-speed underground transport system developed with Elon Musk’s The Boring Company, designed to ease traffic congestion and transport up to 20,000 passengers per hour through 11 stations, with future expansion plans to accommodate over 100,000 passengers per hour.

📌 Mohamed Alabbar, founder of Emaar Properties, highlighted the company’s growing presence in Egypt, with investments now at $18 billion and a roadmap to reach $25 billion within three years. He emphasized Egypt’s real estate potential and Emaar’s commitment to expanding its footprint in the market.

📌 The sports industry in the Middle East and North Africa (MENA) region is experiencing rapid growth, outpacing the global average with an expected annual increase of 8.7 percent by 2026. This surge is driven by significant investments from regional governments, particularly in Gulf Cooperation Council countries like Saudi Arabia and the UAE, which have collectively allocated over $65 billion towards sports development.

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.