A Note from the Editors

Can you feel it? There’s something shifting in our corner of the world. It’s a wave of creativity, a hum of innovation, and a surge of local ingenuity transforming the business landscape of hospitality, design, and experiences. If you are just beginning to notice it, don’t worry–we’re here to help you navigate this creative renaissance.

Who are we? We’re The Dyorama – a passionate trio of impact-driven professionals with 30+ years of collective experience spanning business, finance, tech, media, and hospitality. Our mission is simple yet ambitious: to spotlight the avant-garde and the gamechangers, the visionaries redefining what it means to create and enjoy experiences in the MENA region.

But we are not just observers, we are participants, curators and analysts, seeking to bridge the gap in insights and resources for this vibrant ecosystem, and between the investors and the experience makers. We aim to go beyond the brevity of surface-level reporting to provide thoughtful, in-depth perspectives that make the intangible tangible–revealing the heart, strategy, and potential behind every trend, concept, and story we share. Through our content and conversations, we aim to inform, inspire, and spark meaningful dialogue–all without overwhelming your inbox (promise!).

Why now? Across the region, we are witnessing a wave of homegrown concepts that push boundaries and significant investment in creativity and innovation in hospitality and experiential design. A landscape that was once dominated by foreign investment is now being reshaped and pioneered by regional governments, entrepreneurs, and creatives.

This is more than just a trend; it’s a cultural and economic shift. The MENA region is embracing the experience economy with open arms and the ripple effects are far-reaching and substantial. Tourism, technology, retail, real estate, and entertainment are all being redefined in tandem, offering unprecedented opportunities for growth and collaboration, as these investments take precedence in country and business agendas across the region.

There’s something for everyone. The current media coverage in the region often skims the surface, offering a shallow view of trends and movements, but rarely diving into the “how” and “why” behind them. That’s where we’ll come in. Whether you’re here for interesting interview profiles, unique case studies, or trend-relevant human-interest pieces, we’ve got you covered. Each week, we’ll bring you curated insights and stories that spotlight the people, places, and ideas driving this renaissance. And we want to hear from you–your interest, questions and feedback will help us explore this terrain together.

So stick around. This is just the beginning.

P.S. Why The Dyorama? Our name reflects our vision: to serve as an intricately detailed lens–like a diorama–offering a curated, layered perspective on the ever-changing experiential developments in MENA.

P.P.S. Thanks to the overwhelming support from our network, we were able to hit over 100 subscribers in less than 24 hours in the lead up to our soft launch!

(And yes, we’ll keep our introductions shorter next time. Stay tuned for next week’s edition!)

What you’ll find in this week’s edition: Visual Vignette // This Week’s Curation // Feature Article // Global Spotlight

Visual Vignette

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Picture a Formula 1 Grand Prix 1985 in Egypt. Or maybe you don’t have to. We did a little online sleuthing and found out that Egypt in fact did host its first and last Grand Prix in 1947. It constituted the first full season of the FIA's Formula One motor racing. Visual credit: @engvall.arts, Instagram.

This Week’s Curation

Fresh Takes: The Concepts and Trends to Watch This Week

🛳️ Cruise Saudi has welcomed its inaugural ship, AROYA, set to embark on its maiden voyage across the Red Sea next week. With extensive refurbishments reflecting Arabian heritage, it boasts 1,678 luxury cabins, 20 entertainment venues, 29 dining options, and a souq-inspired shopping district, the largest retail area ever built on a cruise ship.

🌀 Our Take: Can Aroya Cruises carve out a distinctive identity in an industry dominated by Mediterranean and Caribbean routes? Pairing luxury with Arabian cultural immersion could set it apart, but this will require world-class execution and seamless integration with the kingdom’s broader destination strategy. Is this the tipping point for Saudi’s cruise tourism to rival established global players?

🎡 Focus on Egypt, MENALAC’s (Middle East and North Africa Leisure & Attractions Council) inaugural in-country event, launched this week with the intent to spotlight Egypt’s rapid growth in leisure and entertainment, highlighting key opportunities in attractions and tourism development. The event aims to connect stakeholders and position Egypt as a leading destination for innovative and world-class leisure experiences in the region.

🌀 Our Take: Egypt, with its unparalleled history and untapped leisure potential, feels like the “sleeping giant” of MENA tourism. MENALAC’s spotlight might just be the jolt it needs to embrace entertainment as a cornerstone of economic revival. Could we be witnessing the rebirth of the pharaohs—iconic history reimagined through theme parks and immersive attractions? As Egypt scales up investments in leisure, challenges such as infrastructure development and regulatory reforms need to be addressed. MENALAC’s involvement could facilitate knowledge transfer and attract foreign direct investment, positioning Egypt as a competitor to regional heavyweights like the UAE and Saudi Arabia.

🏜 Chedi Hegra, a 7-star luxury hotel situated within Saudi’s first UNESCO World Heritage Site, was unveiled by The Royal Commission for AlUla (RCU) and General Hotel Management (GHM) this past weekend. The boutique hotel features 35 rooms that seamlessly integrate with the historic surroundings, including repurposed structures like the old Hegra railway station, and offers amenities such as fine dining restaurants, a spa, and a heritage gallery.

🌀 Our Take: The Royal Commission for AlUla has masterfully merged heritage with ultra-luxury. Is Saudi Arabia positioning itself as the ultimate cultural tourism destination in the region, or does this risk diluting authentic heritage for the sake of exclusivity? Luxury developments in heritage sites, such as AlUla, are part of Saudi Arabia’s strategy to monetize cultural tourism while enhancing its global reputation. We are also seeing this with this week’s news of Red Sea Global is now accepting reservations for its third self-operated property, Desert Rock Resort, an ultra-luxury destination nestled within Saudi Arabia’s mountainous desert landscape. However, preserving the authenticity of UNESCO sites amidst commercial expansion will be key to long-term success.

🚶‍♂️ Dubai has unveiled the Dubai Walk Master Plan, aiming to develop a 6,500 km network of pedestrian pathways across 160 areas by 2040, enhancing the city’s walkability and connectivity. The initiative includes constructing 3,300 km of new walkways, upgrading 2,300 km of existing ones, and adding 110 pedestrian bridges and underpasses to promote a healthier, more sustainable urban environment.

🌀 Our Take: Dubai, the city of supercars, is trading asphalt for walking paths. It’s more than urban planning—it’s a cultural shift. Is this the moment Dubai redefines its identity from a city of speed to a city of connection? Dubai’s pedestrian-friendly initiative reflects a shift toward human-centric urban development, aligning with global trends in sustainable city planning. This project could increase foot traffic to retail and F&B establishments, while enhancing the city’s livability rankings and attracting more residents and tourists alike.

🧭 Saudi Arabia sees a 121% increase in tour guide licenses during the first 9 months of 2024, issuing over 2,500 licenses, signaling rapid growth and development in its tourism sector. This reflects the Kingdom’s efforts to enhance its tourism sector by streamlining licensing processes and ensuring guides meet high service standards.

🌀 Our Take: This surge in tour guide licenses isn’t just an operational win—it demonstrates Saudi’s commitment to developing tourism from the ground up. By empowering local guides, Saudi Arabia enhances visitor experiences with authentic narratives. This growth also highlights the rising demand for trained tourism professionals. It reflects a calculated effort to ensure the human capital aligns with the massive infrastructure investments in tourism. The challenge will be maintaining quality as the sector scales rapidly.

🏖️ Egyptian billionaire Samih Sawiris is leading a group of UAE investors in a $400M tourism project on Morocco’s Atlantic coast. The investment will encompass hotels, resorts, and various attractions, aiming to boost the region’s appeal and economic growth.

🌀 Our Take: Sawiris’ investment raises an intriguing question: how will it balance large-scale development with the country’s iconic boutique riad culture, celebrated for its intimacy and heritage? While Sawiris’ success with El Gouna demonstrates his ability to create destination ecosystems, the project’s impact may depend on its ability to integrate Morocco’s rich cultural identity into its design–a potential blueprint for blending boutique charm with large-scale luxury in North Africa.

🎥 Netflix hosted a two-day immersive fan experience in Jeddah last week, allowing fans to engage with interactive installations from popular productions like AlKhallat+, RasbRas, Finding Ola, and more. The event featured live entertainment, photo opportunities, and meet-and-greets with creators, offering a new and unique way for fans to connect with their Netflix favorites.

🌀 Our Take: Netflix’s immersive fan experience in Jeddah signals more than just entertainment; it reflects the Kingdom’s strategy to position itself as a cultural and experiential hub. This aligns with the broader Saudi Vision 2030 goals of diversifying the economy through creative industries. If successful, these activations could pave the way for increased investments in localized content production, strengthening Saudi Arabia’s cultural export potential.

The Public Conversation

Thought leadership and food for thought from Paul Griffiths, CEO of Dubai Airports. (Source: LinkedIn)

Feature Article

Cultural Immersion Through Festivals Boosts Region's Experience Economy

Festivals across MENA are redefining the region’s identity as a destination, blending cultural heritage with modern innovation to attract global attention and drive economic growth. Discover how iconic events like Morocco’s Gnaoua Festival and Saudi Arabia’s Riyadh Season are transforming tourism, boosting local industries, and creating a vibrant new narrative for the region. Written by Omar Ramy, Staff Writer.

Global Spotlight

🛥 Ulyssia describes itself as the world’s most exclusive residential yacht community. It offers an unparalleled residential experience aboard a 320-meter superyacht, featuring 133 luxury residences and 22 guest suites. Residents enjoy premium amenities, including multiple restaurants, a wellness center, pools, and a yacht club, all while traveling to diverse global destinations in comfort and style.

🌀 Our Take: With Ulyssia's focus on bespoke journeys blending luxury and discovery, the experience economy takes a decisive turn toward hyper-personalized escapades. Could this signal a shift in how the ultra-wealthy perceive travel, where exclusivity meets cultural immersion? The luxury travel market is evolving toward ultra-personalization, driven by the growing demand for unique and transformative experiences. Ulyssia's focus on bespoke journeys positions it to capitalize on high-net-worth travelers seeking exclusivity, an area with high margins but niche scalability challenges.

Let’s Hear from You!

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