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Elevate DMC’s Samir Hamadeh on summer 2025 travel trends

The CEO of Elevate DMC discusses evolving traveller behaviour — from luxury family getaways and immersive cultural experiences to the rising appeal of staycations and short-haul escapes

Neesha Salian
Neesha Salian

03 June, 2025

Elevate DMC’s Samir Hamadeh on summer 2025 travel trends
Image: Supplied

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Eid Al Adha and the summer months continue to be high-impact periods for the UAE’s tourism sector. While traditionally driven by peak outbound and inbound demand, 2025 is seeing a shift in how travellers engage with destinations.

In this interview, Samir Hamadeh, founder and CEO of Elevate DMC, discusses evolving traveller behaviour — from luxury family getaways and immersive cultural experiences to the rising appeal of staycations and short-haul escapes.

He also shares how the company is curating seasonal travel to align with regional trends and the UAE’s ambitious tourism agenda.

How does Eid Al Adha influence inbound travel demand in the UAE and what trends are you seeing this year in terms of destinations and traveller preferences?

Eid Al Adha continues to be a peak travel period, and this year we’re seeing a strong shift toward more intentional travel. Guests are increasingly seeking immersive cultural experiences, wellness-led escapes, and destinations that offer a deeper connection to nature and heritage.

We’re adapting to these evolving preferences by expanding our portfolio with curated cultural experiences, wellness-focused itineraries, and meaningful collaborations that align with sustainable tourism principles.

We’ve also observed a rise in cinematic-inspired journeys that showcase Dubai’s status as a global filming hub, all part of a global emerging trend called ‘set-jetting’, where travellers visit destinations featured in films and TV shows offering bespoke experiences centered around iconic on-screen locations.

Read: Gen Z travel trends: Here’s what matters to young UAE travellers

Are you seeing a shift in the types of travellers booking trips to the UAE during Eid and summer – such as more family-oriented travel, luxury experiences, or adventure tourism?

Absolutely. We’re seeing a clear shift toward more family-focused, luxury, and adventure-driven travel during Eid and summer.

In 2024, the UAE recorded nearly 31 million hotel guests — a 10 per cent increase — driven largely by multi-generational travellers, who made up 60 per cent of Eid bookings.

In response, we’ve curated elevated staycations and active escapes across destinations like Hatta, Ras Al Khaimah, and Fujairah, blending comfort with nature and culture. With luxury spend also on the rise, we’re tailoring premium experiences that combine exclusivity, wellness, and personalised service to meet evolving traveller expectations.

With the increasing popularity of domestic and regional travel, how is Elevate DMC catering to UAE and GCC residents looking for staycations or short-haul getaways?

We’re curating tailored experiences for regional travellers by collaborating with both leading hospitality brands and boutique resorts in destinations such as Ras Al Khaimah and the Musandam Peninsula.

These luxury staycations combine wellness, nature, and privacy. We’re also designing short-haul getaways to culturally rich destinations including Salalah (Oman) and AlUla (Saudi Arabia), combining immersive discovery with premium hospitality – ideal for long weekends or quick, rejuvenating breaks.

Are you seeing any increased interest in culturally immersive experiences during Eid – such as heritage tours or local festivals? How are you addressing this?

Yes, we’re seeing a notable rise in interest for experiences that offer a deeper cultural connection during Eid. Travellers are seeking opportunities to engage with local heritage, traditions, and authentic storytelling.

In response, Elevate has developed bespoke Eid itineraries that include guided heritage walks through historic districts, immersive traditional craft workshops led by local artisans, vibrant festive culinary experiences featuring regional delicacies and live cooking demonstrations. These experiences are designed to provide guests with meaningful interactions while celebrating the spirit of the season.

Given that summer in the region is typically considered off-season, how are you adapting your offerings to attract tourists coming from key travel markets to the UAE during this period?

Through the implementation of citywide summer offerings across gastronomy, retail, and entertainment and impactful initiatives such as the 28th edition of Dubai Summer Surprises, the UAE has expanded its indoor attractions to redefine summer travel.

Elevate is aligning with these efforts by designing experiences that tap into citywide campaigns, offering visitors curated access to the best of Dubai’s summer programming.

These initiatives continue to position the UAE as a vibrant, year-round destination – even during the conventionally quieter months.

Dubai Duty Free’s May sales top Dhs724.7m: here’s what travellers are buying

As of May 31, DDF’s revenue has exceeded Dhs3.5bn ($1bn), reflecting a year-to-date growth of nearly 6.5 per cent

Gulf Business
Gulf Business

03 June, 2025

Dubai Duty Free’s May sales top Dhs724.7m: here’s what travellers are buying
Image: Dubai Media office/ DDF

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Dubai Duty Free continued its record-setting run in May, posting sales of Dhs724.7m ($198.5m) – the highest monthly figure this year and a 12.5 per cent jump over May 2024.

The result also makes it the second-highest sales month ever for a non-December period, trailing only behind November 2024, and landing ninth in all-time top monthly sales.

Commenting on the May figures, Ramesh Cidambi, MD of Dubai Duty Free said, “May continued the strong growth story of 2025 and I am especially happy that the increase in sales was seen in many of the major categories. As of May 31, our revenue has exceeded Dhs3.5bn ($1bn), reflecting a year-to-date growth of nearly 6.5 per cent.”

Here are 10 standout figures that highlight Dubai Duty Free’s success in May:

1. Dhs724.7m in sales – and counting: The retail powerhouse raked in nearly$200m in May alone, making it 2025’s strongest month to date.

2. Year-to-date revenue crosses $1bn: By May 31, DDF reported revenue of over Dhs3.5 bn ($1bn), with 6.5 per cent year-to-date growth

3. Sales growth outpaces footfall: Despite average daily traffic of 242,000 passengers, DDF’s May sales growth outpaced traffic estimates by 7–8 per cent, based on internal projections.

4. Shoppers are spending more: Average spend per departing passenger hit US$46.7, up $3 from last year. Penetration rate (shoppers versus total passengers) also rose to 28 per cent, compared to 26.3 per cent in May 2024.

5. Sweet success: Confectionery up 81 per cent: Fuelled by the runaway popularity of “Dubai chocolate”, confectionery sales hit Dhs73.9m ($20.2m) – the biggest percentage gain of all categories.

6. Perfumes, tobacco, and gold shine bright:

  • Perfumes: Dhs132.8m ($36.4m), +15 per cent
  • Tobacco: Dhs77.m ($21.3m), +14.4 per cent
  • Gold: Dhs70.7m ($19.4m), +11.65 per cent

7. Precious jewellery sparkles with 31.75 per cent gain: Sales in this luxury category climbed to Dhs20.2m ($5.5m), proving that high-spending travellers are still splurging.

8. Fashion and electronics remain steady: Fashion boutique sales grew 4.7 per cent to Dhs71.3m ($19.5m), while electronics saw a 5.4 per cent lift, reaching Dhs41.7m ($11.4m).

9. Terminal 2 Departures takes the crown: While Concourse B (T3) led major concourses with 17.5 per cent growth, Terminal 2 Departures posted the strongest overall gain at 20.8 per cent year-on-year.

10. Europe leads regional spenders:
Passenger sales by region all showed growth:

  • Europe: +25.9 per cent
  • Russian region & Middle East: both +14 per cent
  • Far East: +5.2 per cent
  • Indian subcontinent: +4 per cent, despite recent travel disruptions

Cidambi credited the growth to strong staff performance and broad-based category gains: “These positive results are a direct reflection of the commitment and excellence shown by our entire team,” he said.

With momentum building and half the year still ahead, the retailer is on track to make 2025 one of its most profitable years yet.

Insights: What exactly do leaders do and why is it so difficult?

The image of CEOs often look effortless from the outside, but the reality is far more complex. We uncover what truly defines effective leadership – and why it’s tougher (and more rewarding) than it looks

Hamed Ahli
Hamed Ahli

03 June, 2025

Insights: What exactly do leaders do and why is it so difficult?
Image: Getty Images/ For illustrative purposes

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We’ve all thought about it. What exactly does the CEO do all day? We may have considered this from the position of an employee, or launching a business and becoming the default CEO in the process, or perhaps being deep into a career full of leadership positions and taking a moment to reassess priorities. Whatever the case, it’s easy to fall into the trap of idealising someone else’s leadership, looking around and thinking that the well-known CEOs we see in the media are performing effortlessly. They’re not.

Effective leadership can be complex. According to recent data, 72 per cent of leaders report feeling burned out by the end of the day, and only 27 per cent feel they are highly effective at leading hybrid or virtual teams – a common issue these days. So, in this article, I’ll look first at why leadership is so difficult and reveal how the best leaders overcome this by understanding the qualities and skills necessary for success.

I’ll also give my view that, ultimately, it’s about mindset. You can’t stop the problems, challenges and difficulties arising – and you can’t fix them all, either. But you can control how you think about them and how you approach them. That’s why in this article you’ll find me continually going back to mindset as the key aspect of successful leadership.

What do leaders do?

We can make assumptions, but it’s best to look at the facts, and a particularly notable piece of research was commissioned to answer this question. In a study that started in 2006 and lasted until 2018, two Harvard professors tracked the daily activities of 27 CEOs at businesses that had an average annual revenue of over $13bn. They found that, on average, CEOs worked 9.7 hours daily and spent nearly 80 per cent of weekends (and 70per cent of their holidays) working.

Their time can be broken down as follows. Almost three-quarters of the CEO’s time was scheduled in advance, with the rest being more spontaneous. When we break this down further, 25 per cent of their time was focused on people and relationships, 25 per cent on business unit reviews, 21 per cent on strategy, 16% on organisation and culture, 3 per cent on professional development, and 1 per cent on crisis management.

When it comes to other top leadership positions, we can see a clear difference in the CEO setting the vision and driving the overall strategy, while the COO is primarily focused on the operational aspects of executing that vision. So these roles are distinct but interconnected. The CEO is shaping the company’s direction and engaging stakeholders, while the COO ensures the engine runs smoothly, aligning internal processes and resources to deliver on the agreed-upon goals. This separation is crucial, as it enables the CEO to focus on outward-facing responsibilities such as investor relations, partnerships, and long-term planning, while the COO concentrates on day-to-day operations and organisational efficiency.

At this point, it’s also worth separating ‘leadership’ and ‘management’. Yes, they are complementary, but they should remain distinct. Both are crucial for an organisation’s success, yet many businesses today suffer from excessive management and insufficient leadership. The true challenge lies not in choosing one over the other, but in fostering both leadership and management in tandem, ensuring they work together to support and balance each other.

So, let’s look at what the CEO does in more detail:

  • Defining vision and strategy: The first task of any leader is setting a clear vision for the future. This means understanding where the organisation needs to go, analysing trends, and making decisions that will shape long-term success. Strategy development is more than just planning. It involves anticipating market shifts, responding to competitive challenges, and sometimes reinventing the organisation to stay relevant.
  • Making tough decisions: Leaders must allocate resources in a way that maximises the company’s potential. But with resource limitations and competing priorities, these decisions are often difficult. Leaders must weigh immediate needs against long-term objectives and decide which projects or departments will receive funding, support and attention.
  • Building culture: Culture is the backbone of any company, and leaders play a pivotal role in shaping and preserving it. They must communicate the company’s values, encourage a culture that aligns with its mission, and ensure that every employee feels valued and engaged. When cultural issues arise, leaders must address them head-on to maintain a positive, productive environment.
  • Managing people: From hiring the right talent to mentoring future leaders, all C-suite members, and leaders more generally, are deeply involved in people management. This includes providing feedback, setting goals, and aligning individual contributions with organisational priorities. Leaders often have to make tough calls about staffing, including making personnel changes to support the business’s strategic needs.
  • Navigating crisis and change: Crisis management requires resilience, composure and a relentless focus on finding solutions. These can range from team conflicts to communication breakdowns between departments or even simple errors that need immediate attention. Fires can flare up unexpectedly, and leaders often need to drop everything to deal with them.
  • Delivering financial performance: Every leader is ultimately responsible for their organisation’s financial performance. This includes setting revenue targets, controlling expenses, and ensuring the company remains profitable and sustainable. Balancing financial goals with other priorities often requires tough trade-offs.

Why is leadership so difficult?

Leadership is often difficult because it encompasses three key challenges that never stop. First, there is the constant presence of uncertainty with leaders required to make decisions with incomplete information, weighing risks against potential rewards. This ambiguity can be a persistent source of stress, as each decision influences the organisation’s future and the lives of employees and stakeholders.

Second, accountability adds immense pressure. Everyone has a boss, and leaders are answerable to shareholders, employees, customers, and the wider public, leaving them under intense scrutiny. They must take responsibility for both successes and failures while navigating criticism.

Finally, the challenge of competing demands makes leadership especially taxing. Balancing financial goals, employee satisfaction, and other priorities requires leaders to manage short-term needs without losing sight of long-term objectives – a delicate task made even more challenging when resources are constrained.

How can you address the challenges and prepare for leadership?

Let’s start with mindset. Leaders who embrace a growth mindset will view challenges as opportunities to learn (rather than obstacles). They seek feedback, adapt to new information, and continuously strive to improve. This mindset helps them remain flexible in ever-changing environments and keeps them open to innovative solutions. By treating challenges as stepping stones, these leaders cultivate resilience and inspire others to do the same.

Leadership often involves high-stakes situations that can be emotionally draining. To manage these pressures, many leaders invest in emotional resilience training, learning techniques such as mindfulness, meditation, and cognitive behavioural strategies. While we saw earlier that leaders often don’t spend much time on professional development, learning these new approaches can help them process stress, maintain composure, and approach challenges with a clear mind.

In short, do the job better – and for longer. Maintaining physical and emotional well-being through exercise, rest, and reflection ensures leaders remain sharp and balanced. After all, resilient leaders are better equipped to navigate complex dynamics and sustain their focus in demanding roles.

So, while leadership responsibilities can be rigorous, the mindset brought to these tasks makes all the difference. Great leaders understand their team’s diverse motivations and work to align individual goals with organisational objectives. They practise clear, two-way communication, ensuring that expectations are mutual. Adaptability is also key as team dynamics and corporate goals change; successful leaders adjust their approaches to remain effective and supportive.

Strong leaders are also attentive listeners who foster a culture of open dialogue, encouraging collaboration and idea-sharing. Yet, leadership comes with challenges, including navigating personality clashes and managing diverse team dynamics. Not everyone will resonate with a leader’s style or decisions, and not everyone will like you, but what matters is the ability to inspire trust and respect even amid differences.

And let’s not forget delegation. Delegating tasks empowers teams, builds resilience across the organisation, and allows leaders to focus on high-impact decisions. As Bill Gates said, ‘As we look ahead into the next century, leaders will be those who empower others.’

It’s not all struggle for leaders. One study showed that around 63% of C-suite executives find meaning in their work, with those numbers dropping off considerably as you move further down the organisational chart. Ultimately, the role of a leader – especially in large organisations – encompasses a wide array of challenging tasks and responsibilities. While these tasks are inherently difficult, leaders can develop the mindset and resilience needed to rise to the challenge.

Through a combination of practical strategies and mental preparation, they can equip themselves to lead effectively, inspire their teams, and navigate the complexities of modern business. Leadership may never be easy, but with the right approach, it can be both rewarding and impactful.

The writer is the head of Meydan Free Zone.

PureHealth expands Daman into property and casualty insurance

As part of this evolution, Daman will adopt a new legal name: The National Insurance Company – Daman

Gulf Business
Gulf Business

02 June, 2025

PureHealth expands Daman into property and casualty insurance
Image: Supplied

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Leading hospital and health insurance group PureHealth has announced the strategic expansion of its insurance arm, Daman, marking its transformation from a health-focused provider into a comprehensive, multi-line insurer with entry into the high-growth property and casualty (P&C) segment.

As part of this evolution, Daman will adopt a new legal name: The National Insurance Company – Daman, reflecting its broadened scope and strengthened position within the UAE’s dynamic insurance landscape.

The transition reflects Daman’s broader mission to meet the evolving protection needs of individuals and businesses across the emirates by offering them a broader suite of insurance services.

As the insurance arm of PureHealth and the UAE’s leading health insurer, Daman’s expansion into the P&C segment supports its vision to become a comprehensive insurance provider and aligns with the group’s commitment to deliver holistic care and coverage throughout all stages of life.

Expansion part of PureHealth’s broader strategy

Shaista Asif, group CEO of PureHealth, stated: “Daman’s evolution reflects PureHealth’s broader strategy to create a fully integrated healthcare and insurance platform that drives better customer service and long-term value creation. Expanding into the Property and Casualty segment enhances portfolio diversification, supports risk management across sectors, and reinforces our commitment to shaping a future-ready ecosystem aligned with the UAE’s economic and social development priorities.”

Khaled Binshaiban Almheiri, chairman of The National Insurance Company – Daman, commented: “For nearly two decades, Daman has set the benchmark for health insurance in the UAE. This evolution marks a pivotal chapter – expanding our focus to offer a broader range of insurance solutions while maintaining the same rigour, trust and customer-first mindset our members know and value. By protecting individuals, businesses and assets, we are proud to play a central role in supporting the UAE’s vision for sustainable wellbeing and long-term economic resilience.”

Daman provides health coverage to more than three million members

Daman currently provides health coverage to more than three million members across a network of over 3,000 healthcare providers in the UAE. Backed by a resilient operational backbone, Daman brings together AI-powered underwriting, industry-leading efficiency in claim settlement, and a multilingual service delivery infrastructure to seamlessly support its expansion into new insurance verticals, without compromising its longstanding reputation for excellence.

As per the Central Bank of the UAE (CBUAE), the total number of written insurance policies for all types of insurance within the UAE increased to 14.6 million policies year-on-year in 2023, compared to 8.4 million policies in 2022, due to a higher number of property and liability insurance policies.

The UAE’s P&C insurance market is poised for further accelerated growth, which is projected to reach nearly $16.8bn by 2031, according to Verified Market Research.

In response to this growing demand, the company will continue to operate under the well-established Daman brand, introducing new P&C products in phases while ensuring uninterrupted service for existing members.

Daman was named the best perceived health insurance brand in the UAE, according to the UAE Healthcare 2024 report from Brand Finance – a recognition that reflects its commitment to excellence and mission to cultivate a healthier community.

This strategic growth plan reinforces PureHealth’s broader vision to advance the science of longevity and deliver the promise of holistic care, from prevention to protection, through a connected health and insurance ecosystem.

Sharjah: 400 new government jobs approved

The Sharjah Ruler also approved the implementation plan for the Sharjah Programme to Qualify and Train Job Seekers

Nida Sohail
Nida Sohail

02 June, 2025

Sharjah: 400 new government jobs approved
Image credit: Getty Images

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Sheikh Dr Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah, has approved 400 new government jobs in the emirate, which will be filled after the Eid Al Adha holiday.

Read-Sharjah approves new employee leave policy

According to a WAM report, priority will be given to university graduates who have already been qualified and trained through government human resources programmes.

The Sharjah Ruler also approved the implementation plan for the Sharjah Programme to Qualify and Train Job Seekers. The initiative will run from July 1 to December 31, 2025, with a total budget of Dhs55.8m.

The programme aims to enhance employment opportunities and support national talent.

Meanwhile, Sheikh Sultan bin Mohammed bin Sultan Al Qasimi, Crown Prince, Deputy Ruler of Sharjah, and Chairman of the Energy Council, chaired the council’s second meeting on Monday morning. The meeting reviewed key topics concerning the energy sector in Sharjah, focusing on current strategies and public policies across the energy and water sectors, as well as development plans to increase capacity while maintaining global sustainability and environmental standards.

Council members were briefed on the latest developments in the energy sector and the performance of relevant entities. Highlights included projects to diversify energy sources, advance systems and technologies in line with international standards, and support carbon reduction and neutrality goals.

The council also reviewed the outcomes of recent work visits to countries leading in sustainable energy and water practices. Discussions included future project proposals aimed at expanding clean energy sources and optimising the use of natural resources without harming the environment.

Succession planning for female entrepreneurs in the region

Tim Denton TEP, SEO of the DIFC Private Banking office at Habib Bank AG Zurich and Chair of STEP Arabia, highlights the importance of early and proactive planning

Gulf Business
Gulf Business

02 June, 2025

Succession planning for female entrepreneurs in the region
Image credit: Getty Images

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Succession and wealth planning are complex topics for any business owner — but for female entrepreneurs in the Middle East, the journey can come with added challenges. From family dynamics to access to quality advisors, the road to securing long-term financial stability often requires both professional and personal resilience.

Tim Denton TEP is the SEO of the DIFC Private Banking office for Habib Bank AG Zurich and also the head of the bank’s Wealth Structuring practice. He has been involved in wealth structuring for over 25 years, with 21 of those spent in Dubai. A qualified Trust and Estate Practitioner (TEP), Denton is a longstanding member of STEP Arabia and currently serves his second term as its Chair.

Tim Denton TEP is the SEO of the DIFC Private Banking office for Habib Bank AG Zurich.
Tim Denton TEP is the SEO of the DIFC Private Banking office for Habib Bank AG Zurich.

What are the challenges to planning for entrepreneurs in general?

One of the biggest challenges at the outset is persuading an entrepreneur, who will typically be fairly young for such conversations, that they need to consider succession planning. It’s not just about the possibility of them meeting an untimely end while running their business, but also the suitability of the current holding structure if the business grows or an exit is planned, either via a private sale or IPO.

What are the additional challenges for female entrepreneurs?

For female business owners, a significant challenge can be accessing good advisors and high-quality information. Being given the space by parents or male siblings to make independent decisions, without needing to follow ‘family guidance’, can also be difficult.

At HBZ, we’ve run a successful week-long ‘G3’ event for several years, bringing together the 30-40-year-old family members of our clients. We’ve seen excellent female participation. Sessions on business structuring are always lively, and the closed-door discussions with a family dynamics specialist have been especially appreciated.

What are the benefits of UAE common law foundations?

Recent changes in the UAE through common law foundations in the DIFC and ADGM have been a major step forward in succession planning. The vision of the UAE’s rulers in enabling such legislation is to be applauded — transforming a once difficult area into one with robust, accessible options.

These foundations are like incorporated entities but with no shareholders. No one owns the foundation, so if someone passes away, assets are unaffected. Entrepreneurs can hold their businesses under a foundation and clearly outline what should happen after their death — ensuring continuity without court processes.

The vast majority of wealth structuring discussions I have with clients now involve UAE foundations.

What about liquidity planning and financial protection for families?

Entrepreneurs must also consider how their family would be left financially if they pass away. Many businesses are closely tied to the founder and may fail without them. High-value life insurance (or Jumbo insurance) offers an affordable solution, providing funding and protecting both family members and business partners.

It allows a business to buy out a deceased partner’s shares — a win-win for both parties.

Any closing thoughts?

There is good advice available and some great solutions — but don’t wait until your business is ‘big enough’. The cost of delay could be much higher.

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