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Amazon Ramadan sale: Here’s what’s on offer for shoppers

The event will feature millions of deals across local and international brands, covering categories ranging from everyday essentials to electronics

Gulf Business
Gulf Business

28 January, 2026

Amazon Ramadan sale: Here’s what’s on offer for shoppers
Image credit: Amazon

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Amazon.ae is gearing up for the holy month with the launch of its annual Ramadan Sale, set to run from January 27 through February 14 on the Amazon website.

The event will feature millions of deals across local and international brands, covering categories ranging from everyday essentials and groceries to electronics, home, fashion, and Amazon Devices.

Read more-Ultra-fast ‘Amazon Now’ delivery service launches across UAE

Prime members will receive exclusive early access starting January 27 at 00:01 local UAE time, giving them first pick of the deals ahead of the wider customer base. Alongside discounts, the sale is designed to help customers prepare for Ramadan through flexible payment options, instant bank discounts, and fast delivery services, reinforcing Amazon.ae’s focus on convenience during one of the busiest shopping periods of the year.

A broader push to support Ramadan needs

The Ramadan Sale reflects Amazon.ae’s continued investment in meeting both practical and cultural needs during the holy month. In addition to competitive pricing, the platform is emphasizing speed, accessibility, and community support, enabling customers to prepare for Iftar and Suhoor while also finding ways to give back.

Stefano Martinelli, vice president of Amazon Middle East, North Africa, and Turkey, highlighted the company’s focus on value and social impact during the season.

“Ramadan is a time of reflection, generosity, and togetherness. This year, we’re proud to support our customers in celebrating these values once again, not only through incredible savings and convenience, but by making it easier to give back,” Martinelli said. “Customers can now order Iftar boxes in minutes via Amazon Now, helping us collectively support families in need across the UAE.”

He added that the company’s goal is to allow customers to focus on family and community while Amazon handles speed and convenience behind the scenes.

Giving back through Amazon Now iftar boxes

As part of its Ramadan initiatives, Amazon is expanding its giving-back options through Amazon Now. Customers can order Iftar boxes directly via the Amazon app or by visiting the website, with delivery completed in minutes. The service also allows customers to send Iftar boxes directly to families or individuals in need by entering their delivery address at checkout.

This initiative positions Amazon Now not only as a rapid-delivery service for essentials but also as a tool for charitable giving during Ramadan, aligning logistics capabilities with social responsibility.

Millions of deals across core shopping categories

The Ramadan Sale spans nearly every major retail category on Amazon.ae, targeting both everyday needs and larger household purchases.

Everyday essentials and groceries remain a central focus, with Amazon Now offering savings of up to 50 per cent on pantry staples and household items from brands including Pampers, Nescafe, Ariel, Dove, Comfort, PediaSure, Evian, and Oatly. Customers can also save up to 30 per cent on their first three Amazon Now orders and 20 per cent on subsequent orders during the sale.

Kitchen and home appliances are also heavily featured, with discounts of up to 50 per cent on items such as air fryers, espresso machines, gas cookers, cookware sets, and dinnerware from brands including Ninja, De’Longhi, Nespresso, Philips, Dyson, Tefal, Braun, Kenwood, BLACK+DECKER, and Panasonic.

Home, electronics, and gaming see strong discounts

In the home and living category, customers can save up to 35 per cent on products such as vacuum cleaners, home entertainment systems, washing machines, dishwashers, furniture, and décor. Participating brands include Samsung, Dyson, Shark, Bissell, Philips, Hisense, TCL, Midea, and Levoit.

Electronics discounts reach up to 26 per cent across laptops, tablets, TVs, and headphones from brands such as Samsung, Apple, Lenovo, ASUS, Microsoft, Sony, Bose, DJI, Fujifilm, GoPro, Anker, and BenQ. Gaming enthusiasts can also benefit from savings of up to 29 per cent on consoles and accessories from Meta, Nintendo, PlayStation, and Logitech.

Beauty, fashion, and personal care in focus

Beauty and personal care categories are seeing significant interest ahead of Ramadan, with savings of up to 40 per cent on skincare, fragrances, cosmetics, and beauty essentials from brands including CeraVe, L’Oreal Paris, medicube, ANUA, Maybelline, Cetaphil, Eucerin, eos, and La Roche-Posay.

Personal care products, including hair care devices, grooming tools, massagers, oral care, and wellness products, are discounted by up to 25 per cent, featuring brands such as KÉRASTASE, Philips, Shark, Oral-B, wavytalk, Panasonic, Braun, Dyson, Gillette, and Johnson & Johnson.

Fashion and accessories are also a major component of the sale, with discounts of up to 35 per cent on apparel, footwear, watches, and eyewear from brands including Calvin Klein, New Balance, Tommy Hilfiger, Lacoste, COACH, Skechers, Seiko, Fossil, Michael Kors, BOSS, asics, Levi’s, Fitbit, and Whoop.

Amazon Bazaar, toys, and devices add further value

Amazon Bazaar is offering up to 40 per cent off everything available on Amazon Bazaar store, with new customers receiving an additional 10 per cent off their first order using the code NTB10. Prime members also benefit from free international shipping on Amazon Bazaar purchases, with terms and conditions applying.

Families can also save up to 50 per cent on toys, baby care, and children’s products from brands including Lego, Barbie, Pampers, and BabyJoy.

Amazon Devices are included as well, with discounts of up to 50 per cent on Ring and Kindle products. Ring devices are positioned as a way for families to stay connected and secure during Iftar gatherings and evening prayers, while Kindle provides access to Arabic titles, including Islamic literature and Ramadan reflections.

Faster delivery and exclusive prime benefits

Delivery speed remains a key pillar of the Ramadan Sale. Customers can take advantage of Amazon Now delivery in minutes and Rush 2-hour delivery options for groceries and essentials. Prime members receive free delivery on Amazon Now orders over Dhs25 and Rush 2-hour delivery on orders over Dhs100.

Prime membership also includes Free Same-Day and One-Day Delivery, Free International Delivery from Amazon US, UK, and Germany via the Amazon.ae Global Store, and added benefits such as free fuel delivery services with Cafu, Free Deliveroo Plus Silver, and access to Prime Video. Prime is available for Dhs16 per month or Dhs140 per year at Amazon Prime.

Amazon.ae is also offering multiple ways for customers to maximise savings during Ramadan. Instant bank discounts of up to 20 per cent are available for eligible purchases made with ADCB Mastercard Credit and Debit Cards, FAB Mastercard Credit Cards, Amazon Credit Card, and RAKBANK Credit and Debit Cards.

Prime members using the Amazon Credit Card can earn up to 6 per cent back on purchases, while non-Prime members earn up to 3 per cent. A welcome bonus of up to Dhs1,000 is available during Ramadan, with additional rewards for new applicants via Amazon Credit Card.

Customers can also benefit from Buy-Now, Pay-Later options through Tabby and Tamara, as well as 0 per cent bank installment plans from select banking partners, making larger purchases more manageable during the season.

Shoppers can browse deals via the Amazon App or shop directly at Amazon, ensuring they don’t miss out as the Ramadan Sale unfolds.

From pilots to production: How AI earns trust at national scale

Sergej Loiter, CEO of Search, AI, and AdTech at Yango Group, on why ownership, people, and data matter more than models at Machines Can Think 2026 in Abu Dhabi

Gulf Business
Gulf Business

27 January, 2026

From pilots to production: How AI earns trust at national scale
Image: Supplied

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As AI moves from pilots into systems that shape daily life, the real challenge is no longer model performance but trust, ownership, and accountability. Here, Sergej Loiter, CEO of Search, AI, and AdTech at Yango Group, explains why AI only scales at national and city level when people, data, and responsibility are designed in from day one.

What has actually changed in how AI scales in business and daily life?

What has changed isn’t the models, it’s that AI has moved from experimentation into production.

For years, AI supported decision-making. We searched, clicked, and chose. Today, AI systems increasingly act: adjusting campaigns, routing deliveries, optimising operations, and influencing real users in real time. In advertising technology, for example, AI now optimises campaigns live, continuously adjusting creatives, targeting, and spend based on performance signals, rather than analysing results after the fact. Once AI enters production, scaling becomes unavoidable, and so does responsibility.

This is where many initiatives break. Not because the technology fails, but because ownership is unclear. Pilots may succeed technically, but when systems go live without a named internal owner, a trained team, and accountability for outcomes, they quietly decay. AI projects don’t fail at scale because they are weak. They fail because no one truly owns them.

The shift, then, is not intelligence alone, it is agency with accountability. AI becomes transformative not because it thinks better than humans, but because it acts faster within boundaries that humans define and remain responsible for.

What determines whether people adopt AI in everyday use?

As AI becomes more personal, trust stops being optional.

At scale, especially in cities, trust functions like infrastructure. If it is unreliable, everything built on top of it fails, even when the underlying technology is strong. People feel trust immediately when systems behave unpredictably, opaquely, or without recourse.

Trust is not created through slogans or policy documents. It is designed into systems through predictable behaviour, transparency, and clear responsibility when something goes wrong. This is particularly visible with everyday AI assistants: when systems understand local language, cultural norms, and user expectations, adoption happens naturally; when they feel foreign or inconsistent, people disengage quickly. Yasmina, the human-like bilingual AI assistant, is a prime example. Its LLM is trained extensively on Khaleeji content and refined through input from Arabic-speaking experts and even local comedians to ensure the humour, references, and style resonate authentically.

Once AI influences movement, access, or decision-making, people need to know that a human and an institution stand behind it. This is why responsible deployment matters more than speed. It is better to scale slightly slower with trust than faster with abandonment.

Sergej Loiter at a panel discussion at Machines Can Think 2026 in Abu Dhabi. Image: Supplied

How should leaders think about AI moving into city-scale systems?

AI already operates inside cities, shaping logistics, commerce, mobility, and services. The question is no longer how powerful AI becomes, but how responsibly and locally it is designed.

At city scale, AI systems live inside language, culture, institutional workflows, and public expectations. When these factors are ignored, even technically strong systems struggle to gain acceptance and often feel foreign or intrusive.

This is visible in areas like urban logistics and last-mile delivery. Autonomous delivery systems can perform extremely well in controlled environments, but long-term success depends on clear operational ownership: defined safety thresholds, human oversight, and teams empowered to intervene and adapt behaviour over time. Without that, performance degrades regardless of model quality.

As systems begin influencing millions of people, agency inevitably becomes responsibility. Effective public-sector approaches focus on design, dialogue, and accountability — not blanket restriction. Cities that succeed treat AI as a long-term capability, investing in people, data quality, and ownership, knowing models will change but responsibility will not.

Why do so many AI initiatives stall after promising pilots?

The problem is not too many pilots. It is pilots without owners. Many technically successful pilots fail because there is no internal team trained to take responsibility once external partners step away. Without a qualified internal “receiver”, the system has no future. Infrastructure and tools can be outsourced. Ownership of the product cannot.

Ownership means running, maintaining, and improving systems over time and standing behind outcomes long after launch. This is why many AI deployments quietly stop being used 12–24 months later.

Generative AI lowered the barrier to experimentation, but it did not remove the need for deep expertise in production. Chatting with a model is not the same as running a product. Organisations that recognise this early scale successfully. Those that do not often mistake activity for progress.

Looking ahead, what principle should AI leaders keep in mind?

Treat AI as a capability, not a project. Leaders who succeed will stop treating AI as a technology experiment and start treating it as an owned, staffed, data-driven system. Looking back in five years, organisations will be most grateful for the decisions they made around ownership and internal capability — and most regret delaying them.

The capability worth over-investing in now is internal AI literacy and product ownership, so systems can be operated, governed, and adapted over time. The most under-priced risk today is assuming AI runs itself after deployment.

Models will change. Infrastructure will evolve. What lasts is data maturity, human capability, and clear ownership.

In the end, the real difference will not be who had the best models but who built the capability to run AI responsibly at scale.

From mall hours to fines: Your complete guide to Ramadan in the UAE

From reduced working hours to regulations that maintain public decorum, the UAE ensures a safe, inclusive, and culturally rich Ramadan experience

Nida Sohail
Nida Sohail

27 January, 2026

From mall hours to fines: Your complete guide to Ramadan in the UAE
Image credit: Getty Images

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As the crescent moon signals the arrival of Ramadan, the UAE gears up for a month-long period of fasting, reflection, and community engagement. Ramadan, the ninth month of the Islamic calendar, is regarded as the holiest month for Muslims, commemorating the revelation of the Quran to Prophet Muhammad (PBUH) on Laylat Al Qadar, one of the last ten nights of the month.

Marked by piety, charity, and spiritual reflection, Ramadan is also a time when the UAE’s commercial and public sectors adjust operations to accommodate fasting hours, religious observances, and heightened social activity. For businesses, residents, and visitors, understanding the cultural norms, working hours, shopping schedules, and legal requirements is crucial to navigating this important month.

Read more-Ramadan fasting hours to be shorter in the UAE this year

Ramadan traditions in the UAE begin even before the month officially starts, with celebrations during mid-Shaaban, the month preceding Ramadan. On Hagg Al Layla, Emirati children dress in traditional attire, visiting neighbors to recite songs and poems. They are greeted with sweets and nuts, collected in special cloth bags, a practice that blends cultural heritage with communal spirit.

Fasting is central to Ramadan. Capable Muslims abstain from food and drink from dawn to sunset, engaging in spiritual reflection, charitable acts, and self-discipline. The fasting day begins with Suhoor, a pre-dawn meal, and ends with Iftar, the evening meal that traditionally begins with dates and laban (buttermilk). Families often gather for the first Iftar of Ramadan at the home of the family patriarch, while traditional Emirati dishes such as Harees, Threed, and Alqurs (a sweet date-and-cardamom bread) are widely enjoyed.

Observing Ramadan in the UAE: Traditions and daily life

The Midfa Al Iftar, or Iftar cannon, is a centuries-old tradition in the UAE, signaling the precise moment when the fast may be broken. This cannon can be heard across distances of 8–10kms and is especially exciting for children, combining ritual, history, and community engagement.

Those exempt from fasting include individuals with certain medical conditions, pregnant or nursing women, travelers, and young children, although children are encouraged to gradually practice fasting. Beyond abstaining from food and drink, Muslims are also expected to avoid sinful speech and behavior, underscoring the spiritual essence of the month.

Daily prayers increase during Ramadan, with Tarawih prayers performed after the Isha evening prayers. During the last ten days of the month, many devout Muslims spend extended periods in mosques, reciting the Quran in anticipation of Laylat Al Qadar, the night of the first Quranic revelation. Ramadan fosters a sense of community, empathy for the less fortunate, and charitable giving.

Changes in business operations and public life

Businesses and public services in the UAE adjust schedules to accommodate fasting hours and the cultural rhythm of Ramadan.

Grocery stores and shopping malls

Supermarkets remain operational as usual, while shopping malls extend their hours to cater to residents and visitors post-Iftar. The majority remain open until 1:00am, with restaurants and cafés operating late into the night. Key entities include:

  • Arabian Centre: 10:00am–midnight; restaurants 10:00am–1:00am
  • Bluewaters: weekdays 10:00am–11:00pm, weekends 10:00am–midnight; restaurants weekdays 10:00am–midnight, weekends 10:00am–1:00am
  • City Centre Mirdif: 10:00am–1:00am; restaurants 10:00am–2:00am
  • City Walk: 10:00am–midnight; restaurants 10:00am–1:00am
  • Dubai Festival City Mall: 10:00am–midnight; restaurants 10:00am–1:00am

This adjustment allows shoppers, families, and tourists to enjoy retail and dining experiences while respecting fasting practices.

Dining options during the day

Non-Muslims, children, and the elderly may dine during daylight hours at select food courts, cafés, and restaurants within malls such as Dubai Mall and Mall of the Emirates. Many restaurants also provide special Iftar menus at competitive prices, along with à la carte options, creating opportunities for residents and tourists to explore global cuisines while engaging with Ramadan traditions.

Working hours

UAE labor law mandates a two-hour reduction in daily working hours during Ramadan for all employees, regardless of religion, without deductions in wages. This adjustment facilitates employee participation in fasting, prayer, and family activities.

Transportation and parking

Paid parking hours are modified during Ramadan, and information is displayed on meters or via government transport portals. Visitors and residents should also anticipate limited taxi availability in the evenings, as many drivers observe the fast and Iftar meals. Booking taxis in advance is recommended.

Consumer protection and market regulations

Ramadan often sees heightened demand for food, household items, and festive products. While many co-operative stores and hypermarkets offer discounts of up to 70 per cent on essential commodities, the UAE government enforces regulations to prevent price exploitation and shortages.

The Ministry of Economy & Tourism caps prices on essential goods, monitors stock availability, and inspects retailers to ensure compliance, protecting consumers from fraud and unfair practices during this peak shopping period.

Rules, fines, and etiquette during Ramadan

Visitors and residents should be mindful of public conduct and legal requirements. Key rules include:

  • Public eating/drinking/smoking: Forbidden during fasting hours (sunrise to sunset); violators may face fines up to Dhs2,000 or imprisonment for one month.
  • Unauthorised iftar sistribution: Distributing meals without official permits can incur fines up to Dhs500,000.
  • Illegal fundraising: Collecting donations without a license is punishable with fines ranging from Dhs150,000 to Dhs500,000.
  • Begging: Illegal, with fines starting at Dhs5,000 and up to three months imprisonment.
  • Disrespectful behavior: Loud music, dancing, or aggressive conduct in public is subject to penalties.
  • Modest dress code: Residents and tourists should cover shoulders and knees in public spaces.
  • Parking Violations: Improper parking, especially near mosques during Taraweeh prayers, can result in fines of Dhs500.

By adhering to these rules, residents, tourists, and businesses ensure a respectful and safe Ramadan experience.

Experiencing Ramadan spirit as a visitor

Non-muslims are not required to fast but can enjoy the unique atmosphere of Ramadan in the UAE. Cities transform after sunset, with lively streets, vibrant shopping centers, and abundant Iftar and Suhoor experiences. Cultural and tourist attractions remain open during the day, making it possible for visitors to enjoy recreational activities, amusement parks, and heritage sites alongside the local community.

Restaurants in malls and hotels often curate special Iftar menus, offering international cuisines that reflect the UAE’s cosmopolitan identity. From casual dining in food courts to luxury hotel banquets, Ramadan provides a platform for residents and tourists to experience hospitality, generosity, and the communal spirit of the holy month.

Ramadan in the UAE is more than a religious observance; it is a period that harmonizes spirituality, social life, and business operations. From extended mall hours and reduced working hours to fines and regulations that maintain public decorum, the UAE ensures a safe, inclusive, and culturally rich Ramadan experience.

Understanding traditions, observing local etiquette, and planning ahead for shopping, dining, and transportation allows residents, tourists, and businesses to fully embrace the month’s spiritual and commercial significance. Whether participating in fasting, savoring Emirati culinary delights, or enjoying late-night shopping, Ramadan in the UAE provides a unique convergence of faith, community, and commerce.

Tourist boat capsizes in Oman, 3 French nationals killed, say reports

Preliminary accounts from officials said the boat was carrying mostly French nationals when it overturned. The identities of the victims have not yet been released

Gulf Business
Gulf Business

27 January, 2026

Tourist boat capsizes in Oman, 3 French nationals killed, say reports
Image courtesy: Royal Oman Police/ X

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Three people were killed and two others sustained minor injuries after a boat carrying 25 French tourists capsized in the waters off the Wilayat of Muttrah in Oman’s Muscat Governorate, authorities said on Tuesday.

Rescue teams from the Civil Defence and Ambulance Unit in Muscat responded to an emergency call after the vessel overturned in coastal waters, according to a statement from the local emergency services.

The two people suffered minor injuries and were treated on site by ambulance crews.

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According to a report published by the Oman Observer, the vessel was en route from Bandar al Rowdha in the Muttrah area toward the Damaniyat Islands when it overturned at around 9am.

Capsized boat was carrying 25 French tourists

Preliminary accounts from officials said the boat was carrying mostly French nationals when it overturned. The identities of the victims have not yet been released.

The Royal Oman Police, which oversees maritime safety through its Coast Guard division, has launched a formal investigation to determine the cause of the accident.

Maritime authorities are assisting police in piecing together the sequence of events that led to the overturning of the vessel.

Read: UAE launches winter safety initiative to cut petrol station accidents

India, EU close ‘mother of all deals’ amid US trade risks

For India, the tariff cuts with the EU will lead to more exports in labour intensive sectors that will help partly offset the impact of US tariffs, said Ajay Srivastava, a former Indian trade official

Reuters
Reuters

27 January, 2026

India, EU close ‘mother of all deals’ amid US trade risks
Image: Getty Images

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India and the European Union have finalised a long-pending landmark trade deal, both sides said on Tuesday, as they seek to hedge against fickle ties with the US

The deal is expected to double EU exports to India by 2032 by eliminating or reducing tariffs in 96.6 per cent of traded goods by value, and will lead to savings of 4 billion euros ($4.75bn) in duties for European companies, the EU said.

The EU will cut tariffs on 99.5 per cent goods traded over seven years, with tariffs to be cut to zero on Indian marine goods, leather and textile products, chemicals, rubber, base metals and gems and jewellery, India’s trade ministry said in a statement.

“Yesterday, a big agreement was signed between the European Union and India,” Indian Prime Minister Narendra Modi said earlier.

“People around the world are calling this the mother of all deals. This agreement will bring major opportunities for the 1.4 billion people of India and the millions of people in Europe,” he said.

The accord would open up India’s vast and highly guarded market, with New Delhi slashing tariffs on cars to 10 per cent over five years from as high as 110%, according to an EU statement, benefiting European automakers such as Volkswagen, Renault, Mercedes-Benz and BMW.

India is also slashing tariffs on alcoholic beverages like wines to 75 per cent immediately from 150 per cent, which would be lowered to 20% gradually. Tariffs on spirits will be lowered to 40%, the EU said.

The deal will also cut tariffs on a slew of EU goods coming to India including machinery, electrical equipment, chemicals and iron and steel, the EU said.

“Europe and India are making history today,” European Commission President Ursula von der Leyen said in a post on social media. “This is only the beginning.”

Trade between India and the EU stood at $136.5bn in the fiscal year through March 2025.

The formal signing of the India-EU deal would take place after legal vetting expected to last five to six months, an Indian government official aware of the matter has said.

“We expect the deal to be implemented within a year,” the official added.

Flurry of trade deals

The agreement comes days after the EU signed a pivotal pact with the South American bloc Mercosur, following deals last year with Indonesia, Mexico and Switzerland.

During the same period, New Delhi finalised pacts with Britain, New Zealand and Oman.

The spate of deals underscores global efforts to hedge against trade with the United States as President Donald Trump’s bid to take over Greenland and tariff threats on European nations test longstanding alliances among Western nations.

An India-US trade deal collapsed last year after a breakdown in communications between their two governments.

Talks between India and the EU were relaunched in 2022 after a nine-year lull, and gathered momentum after Trump put tariffs on several trading partners, including a 50 per cent tariff on goods from India.

For India, the tariff cuts with the EU will lead to more exports in labour intensive sectors that will help partly offset the impact of US tariffs, said Ajay Srivastava, a former Indian trade official.

He said the deal will also give an immediate price advantage for EU products in India because of relief from its high tariffs, for instance up to 110 per cent on cars.

Read: India exports surge in November despite Trump’s steep tariffs

Saudi suspends Mukaab skyscraper as PIF reassesses spending

Projects in focus now include infrastructure for World Expo 2030 and the 2034 World Cup, the sprawling $60bn Diriyah mixed-use cultural zone and the Qiddiya tourism megaproject

Reuters
Reuters

27 January, 2026

Saudi suspends Mukaab skyscraper as PIF reassesses spending
New Murabba Mukkab render/Image: Getty

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Saudi Arabia has suspended planned construction of a colossal cube-shaped skyscraper at the center of a downtown development in Riyadh while it reassesses the project’s financing and feasibility, four people familiar with the matter said.

The Mukaab, at the center of Riyadh’s New Murabba development, is the latest fantastical gigaproject linked to Saudi’s Vision 2030 to be curtailed or delayed as the kingdom’s $925 billion sovereign wealth fund scales back ambitions to manage costs and prioritize spending.

The kingdom is pivoting from heavy expenditure on futuristic projects that have dominated Crown Prince Mohammed bin Salman’s Vision 2030, such as NEOM’s The Line, to initiatives seen as more pressing and potentially profitable.

Projects in focus now include infrastructure for World Expo 2030 and the 2034 World Cup, the sprawling $60bn Diriyah mixed-use cultural zone and the Qiddiya tourism megaproject, five people familiar with the matter said.

The repositioning also reflects mounting fiscal pressures as oil prices remain well below levels needed to fund the ambitious transformation agenda.

Work beyond soil excavation, pilings suspended

The Mukaab was planned as a 400-metre by 400-metre metal cube containing a dome with an AI-powered display, the largest on the planet, that visitors could observe from a more than 300-metre-tall ziggurat – or terraced structure – inside it.

“When you enter Mukaab, you enter another world,” CEO Michael Dyke told attendees at a Riyadh conference in December, acknowledging difficulties realizing the project.

“Trying to solve for something that doesn’t exist today, that’s quite challenging,” he said.

Its future is now unclear, with work beyond soil excavation and pilings suspended, three of the people said. Development of the surrounding real estate is set to continue, five people familiar with the plans said.

The sources include people familiar with the project’s development and people privy to internal deliberations at the PIF.

Officials from PIF, the Saudi government and the New Murabba project did not respond to requests for comment.

PIF shifting focus to logistics, AI, mining

Reuters reported in October that the PIF was shifting strategy to focus on logistics, mining, AI and other sectors promising better near-term returns, as pressure mounted following an $8 billion writedown on gigaproject investments at the end of 2024.

The kingdom is currently conducting a comprehensive review of several Vision 2030 mega projects.

Saudi Economy Minister Faisal al-Ibrahim told Reuters last week: “We’re very transparent. We’re not going to shy away from saying we had to shift this project, delay it, re-scope it,” without mentioning a specific project.

Over the weekend, Saudi Arabia said it would indefinitely postpone hosting the 2029 Asian Winter Games set to take place at Trojena, another NEOM megaproject that has faced delays.

But the Mukaab is the first project in the Saudi capital reported to be reassessed for feasibility.

The structure was billed as large enough to fit 20 Empire State Buildings, and feature around 2 million square meters of interior floor space, making it the world’s largest single-built structure.

New Murabba would cost $50bn, says Knight Frank

Real estate consultancy Knight Frank estimated the New Murabba district would cost about $50bn – roughly equivalent to Jordan’s GDP – with projects commissioned so far valued at around $100m.

Initial plans for the New Murabba district called for completion by 2030. It is now slated to be completed by 2040.

The development was intended to house 104,000 residential units and add 180 billion riyals to the kingdom’s GDP, creating 334,000 direct and indirect jobs by 2030, the government had estimated previously.

The Mukaab’s design drew some social media criticism when it was unveiled for its resemblance to the Kaaba, the sacred structure at the center of Masjid al-Haram in Mecca that serves as Islam’s holiest site, towards which Muslims pray.

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