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Saudi Arabia launches global tourism platform with TOURISE summit

The Summit will address the defining questions of travel’s future — from AI-driven experiences and frictionless borders to destination design, sustainable investment, and the competition for tomorrow’s travellers

Gulf Business
Gulf Business

13 November, 2025

Saudi Arabia launches global tourism platform with TOURISE summit
H.E. Ahmed Al Khateeb, Minister of Tourism of Saudi Arabia and Chairman of TOURISE/Image: Supplied

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The inaugural TOURISE Summit was officially opened by H.E. Ahmed Al Khateeb, Minister of Tourism of Saudi Arabia and Chairman of TOURISE, marking a bold new chapter for global tourism.

With an ambition to rewrite the rules of travel, TOURISE brings together ministers, delegates, and visionaries from around the world, establishing itself as the premier platform dedicated to shaping the future of the global tourism industry.

Taking place from November 11–13, 2025, immediately following the 50th United Nations Tourism General Assembly, TOURISE is reimagining how sectors collaborate — transforming competition into partnership, optimising investment, and breaking down silos to unlock collective growth. The event aims to turn bold ideas into actionable solutions and catalyse initiatives that will define the next 50 years of global tourism.

During his opening speech, H.E. Ahmed Al Khateeb emphasised that there has never been a more pivotal moment for cross-sector convergence to shape global tourism. He noted that the industry has rebounded to historic highs, with international arrivals and investment surpassing pre-pandemic levels. Yet, he cautioned that the sector also faces unprecedented challenges and opportunities, including rapid technological disruption, a generational shift toward sustainable and experience-led travel, and the need to build resilience amid economic and environmental uncertainty.

H.E. Al Khateeb said that TOURISE has emerged at precisely this inflection point, when the world is ready for new models, partnerships, and solutions. “TOURISE is more than an event, it is a platform for action where we will solve for the challenges all together that have long limited tourism’s full potential among them are challenges in skills, investment, infrastructure, sustainability, and digital transformation. It’s a space where we will work hand in hand to deliver the best outcomes for everyone: returns for investors; more accessible destinations and affordable experiences for travelers; jobs and prosperity for communities as the demand for travel increases. We are not here just to discuss ideas. We are here to act. That is why TOURISE exists.”

Over three days, TOURISE will host a high-level programme of panels, keynotes, and dialogues featuring global leaders across industries, including:

• Ariane Gorin, CEO, Expedia
• Ambassador Patricia Espinosa, founder, onepoint5
• Gloria Guevara, interim CEO, World Travel & Tourism Council
• Shaikha Nasser Al Nowais, incoming secretary general of UN Tourism
• Luis Maroto, CEO, Amadeus
• Francis Suarez, Mayor, Miami
• Paul Griffiths, CEO, Dubai Airports
• Lucia Penrod, co-founder and owner, Nikki Beach
• Sébastien Bazin, CEO, Accor
• Eduardo Santander, CEO, European Travel Commission (ETC)
• Harvey Goldsmith CBE, founder, Nvisible Productions
• Thomas Woldbye, CEO, Heathrow Airport
• Steve Hafner, co-founder and CEO, Kayak.com

The diverse speaker line-up underscores TOURISE’s ability to unite leaders from sectors rarely seen together, fostering unconventional collaborations that challenge industry boundaries. These cross-sector convergences are expected to drive new business models, enhance traveller experiences, promote sustainable destination development, and reshape investment strategies.

Read: TOURISE unveils global Advisory Board ahead of inaugural Riyadh summit

The Summit will address the defining questions of travel’s future — from AI-driven experiences and frictionless borders to destination design, sustainable investment, and the competition for tomorrow’s travellers. Through ministerial dialogues, boardroom discussions, innovation showcases, and main-stage sessions, these ideas will be transformed into action.

The inaugural TOURISE Awards will also be presented this evening, honouring destinations that exemplify excellence and meet the evolving expectations of modern travellers.

Powered by the Saudi Ministry of Tourism, TOURISE extends beyond the three-day summit. It will serve as a year-round, global platform — continuing the conversations sparked in Riyadh through cross-sector collaboration, partnerships, and innovation to transform visionary ideas into real-world impact.

From Madinah to Hong Kong: Etihad Airways charts bold expansion across destinations

The new service enhances travel options for religious, business, and leisure travellers, underscoring the airline’s commitment to key markets

Nida Sohail
Nida Sohail

13 November, 2025

From Madinah to Hong Kong: Etihad Airways charts bold expansion across destinations
Image credit: WAM/Website

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Etihad Airways has launched direct flights from Abu Dhabi to Madinah this week, expanding its strong presence in the Kingdom of Saudi Arabia and reinforcing its position as a major facilitator of regional and international travel. The new service enhances travel options for religious, business, and leisure travellers, underscoring the airline’s commitment to key strategic markets.

The direct service reconnects Abu Dhabi with Madinah, one of the world’s most spiritually significant cities and a central destination for religious tourism. The route will support rising demand from global pilgrims and travellers seeking seamless connections to the kingdom’s holy city, according to a WAM report.

Read more-Etihad Airport Services rebrands as Velora, unifies services under the brand

With this launch, Madinah becomes the latest addition to Etihad’s growing Saudi operations. The UAE’s national carrier now operates 93 weekly flights across five Saudi cities, including four daily services to Riyadh, Jeddah, and Dammam, and three weekly flights to Al Qassim.

The move forms part of Etihad’s broader growth strategy, which has seen the announcement of 31 new destinations in a single year.

Commitment to connectivity and growth

Antonoaldo Neves, CEO of Etihad Airways, said the Madinah service reflects the airline’s long-term commitment to strengthening connectivity between Abu Dhabi and Saudi Arabia, one of its most important markets.

“Madinah carries profound cultural and spiritual significance for millions of people, and we are honoured to provide convenient travel through Abu Dhabi to this culturally and spiritually important city,” Neves said. “With this new route, we look forward to supporting religious travel and providing guests with greater access, choice, and convenience through our home in Abu Dhabi.”

Captain Majed Al Marzouqi, chief Operations and Guest Officer at Etihad Airways, told the Emirates News Agency (WAM) that the launch of flights to Madinah gives travellers more flexibility and convenience when flying to and from Saudi Arabia via Abu Dhabi.

Al Marzouqi highlighted that the expansion reflects Etihad’s focus on positioning Abu Dhabi as a premier global aviation hub, linking East and West through Zayed International Airport.

Promoting Abu Dhabi as a stopover destination

Etihad is also leveraging its extensive international network to promote Abu Dhabi as a destination in its own right. Passengers connecting through the capital to Madinah can take advantage of a complimentary Abu Dhabi Stopover package, which offers two free nights in one of the city’s top hotels.

Abu Dhabi presents a mix of heritage and modernity, featuring cultural icons such as the Sheikh Zayed Grand Mosque, alongside world-class attractions on Yas Island and Saadiyat Island, including the Louvre Abu Dhabi, TeamLab Phenomena, and several major theme parks.

With its strategic location, travellers flying from Madinah gain smooth access to Etihad’s vast global network spanning Asia, Australia, and Europe.

Expanding horizons across Asia

Etihad’s regional growth is not limited to the Middle East. The airline continues to broaden its reach across Asia, with recent route launches to Sumatra (Medan), Phnom Penh, Addis Ababa, and Krabi in October, followed by new services to Chiang Mai, Hanoi, Hong Kong, and Tunis in November.

The new Hong Kong service marks a significant milestone in Etihad’s Asian expansion and sets the stage for a deeper partnership with Hong Kong Airlines.

Etihad Airways and Hong Kong Airlines have officially launched a codeshare partnership, complemented by a reciprocal loyalty agreement aimed at enhancing customer experience and expanding reach across key Asian markets.

The agreement was signed in Hong Kong during an event marking the arrival of Etihad’s inaugural flight from Abu Dhabi to Hong Kong International Airport.

Under the codeshare arrangement, Hong Kong Airlines flights between Hong Kong and Abu Dhabi are now bookable as Etihad ‘EY’ services. Similarly, travellers can fly Etihad to multiple Japanese destinations, including Fukuoka, Hokkaido-Sapporo, Osaka, and Okinawa—on Hong Kong Airlines-operated flights under the ‘HX’ code. This integration allows passengers to travel on a single ticket, with one check-in and seamless baggage transfer, positioning Abu Dhabi as an efficient bridge between Greater China, Japan, the Middle East, Europe, and Africa.

Boosting loyalty through cross-network benefits

The partnership extends beyond route integration. Once fully implemented, members of Etihad Guest and Hong Kong Airlines’ Fortune Wings Club will enjoy reciprocal earn-and-redeem privileges across both airlines’ entire networks.

This initiative strengthens Etihad Guest’s position as the most globally connected non-alliance loyalty programme, adding to its growing list of international partners. The agreement also complements Etihad’s long-standing collaboration with Hainan Airlines, enabling Fortune Wings Club members to collect and redeem points on Etihad’s newly launched Hong Kong service.

Arik De, chief Revenue and Commercial Officer at Etihad Airways, said the partnership delivers significant benefits for loyal customers.

“This partnership delivers meaningful value to Etihad Guest members through full earn-and-redeem access across Hong Kong Airlines’ network, complemented by codeshare connectivity to high-demand Japanese destinations,” De said. “It underscores our commitment to providing our loyal guests with greater flexibility, broader reach, and superior rewards.”

Louis Li, executive VP of Hong Kong Airlines, described the agreement as a key milestone in Hong Kong Airlines’ international resurgence.

“The expansion of our codeshare and the launch of a reciprocal loyalty programme not only benefit travellers from both airlines but also lay the foundation for deeper commercial collaboration,” Li said. “Our partnership with Etihad, established in 2014, remains strong and will boost trade, tourism, and connectivity between Hong Kong and the Middle East.”

Taken together, Etihad’s expansion into Madinah and its renewed strategic ties with Hong Kong Airlines underscore the airline’s bold global growth trajectory. By connecting key religious and economic hubs and deepening partnerships across continents, Etihad is solidifying its position as a leading global connector from its Abu Dhabi base.

The dual focus on network expansion and collaborative partnerships reflects Etihad’s broader mission: transforming Abu Dhabi into one of the world’s most connected aviation centers while offering passengers a seamless travel experience enriched by cultural and geographic diversity.

Dubai Holding Entertainment’s CEO on investing in immersive attractions

Fernando Eiroa on expanding the group’s global reach and redefining leisure through story-driven attractions

Neesha Salian
Neesha Salian

13 November, 2025

Dubai Holding Entertainment’s CEO on investing in immersive attractions
Image: Supplied

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As Dubai’s entertainment landscape continues to evolve at breakneck speed, few entities have been as pivotal in shaping its narrative as Dubai Holding Entertainment (DHE).

From the record-breaking success of Global Village to the debut of Real Madrid World and the award-winning experiences at The Green Planet, the group has cemented its position at the heart of the city’s leisure and tourism ecosystem. Under its stewardship, destinations across Dubai are not just attracting millions of visitors, but also redefining what integrated, story-driven entertainment looks like in the region.

In this conversation, Fernando Eiroa – CEO, Dubai Holding Entertainment, discusses how the group is expanding its international footprint, investing in immersive attractions, and aligning with Dubai’s broader vision to become the world’s most visited city.

How has Dubai Holding Entertainment performed so far this year, and what would you highlight as the key milestones?

This has been a year of focused growth and strategic expansion for Dubai Holding Entertainment, building on major achievements from the previous year.

This year, we have strengthened our portfolio with the 30th anniversary season of Global Village, a landmark edition that celebrates three decades of cultural exchange, family entertainment, and commercial vibrancy. This milestone season follows the record-breaking success of Season 29, during which Global Village welcomed 10.5 million visitors, earning its place among the top five most visited entertainment destinations worldwide.

Most recently, we introduced T-REX Glamping, the region’s first dinosaur-themed overnight experience, which adds a completely new dimension to our offering at Dubai Parks and Resorts. These milestones reflect our broader vision to lead with originality, depth, and long-term value.

Tell us how the new T-REX Glamping experience fits into the wider Dubai Parks and Resorts offering.

T-REX Glamping is a globally unique concept, the first dinosaur-themed glamping retreat in the world and the UAE’s first immersive overnight experience built entirely around storytelling. It is designed to transform a theme park visit into a fully immersive journey, where guests can dig for fossils, sleep in era-themed tents, and wake up surrounded by animatronic dinosaurs.

As part of Dubai Parks and Resorts, it extends the experience beyond the parks and turns the destination into a short-stay leisure getaway, combining hospitality, imagination, and entertainment as part of one seamless package.

We are targeting families, weekend explorers, and experience-led travellers of all ages, from kids to grandparents.

With 65 themed tents, private plunge pools, live entertainment, and inclusive access to our theme parks, T-REX Glamping is designed to create stronger emotional connections with the destination. It is not just a new product; it is a strategic driver for visitation, revenue, and guest retention.

How do you see immersive experiences like T-REX Glamping shaping the future of entertainment destinations in the region?

Immersive, story-led experiences are the future of our industry. Visitors today want to live the experience, not just observe it. T-REX Glamping represents a new direction where narrative, design, and environment converge to create something unforgettable. These are the kinds of offerings that elevate a destination from recreational to aspirational.

In this space, Dubai is not following trends; it is setting them.

Global Village continues to break attendance records year after year. Can you share the key highlights from the most recent season — from visitor numbers to new pavilions and standout experiences?

Season 29 was a milestone for Global Village, welcoming over 10.5 million visitors and showcasing 30 pavilions representing more than 90 cultures, with new additions from Jordan, Iraq, and Sri Lanka–Bangladesh.

This remarkable performance was driven by a series of strategic enhancements across the park. We elevated the guest experience with the launch of the Restaurant Plaza, home to 11 all-new elevated dining concepts, and upgraded culinary hotspots like the Floating Market, Fiesta Street, and Railway Market, offering over 200 food outlets that spanned everything from Asian street food to viral desserts.

Across the park, other enhancements included expanded green promenades, shaded seating zones and a refreshed Carnaval® with more than 200 rides, games and arcade experiences, plus new attractions like Neon Galaxy X Challenge Zone, Secrets of The Lost City and EXO Planet City.

Entertainment was a defining feature of the season, with blockbuster live concerts by superstars Tamer Hosny, Assala, Atif Aslam and Amr Diab. The season also featured a series of tribute shows, with full-scale performances celebrating legendary artists such as ABBA, Freddie Mercury, and Taylor Swift.

Read: T-REX Glamping opens at Dubai Parks and Resorts

As one of the region’s largest diversified entertainment groups, what were the strategic focus areas for Dubai Holding Entertainment in 2025? How are you balancing innovation, expansion, and visitor experience across your destinations?

Our 2025 strategy was based on three key market shifts we are seeing: families seeking more authentic, narrative-driven experiences; the growing demand for premium outdoor hospitality; and visitors wanting more integrated, full-day entertainment journeys.

These shifts are driving us to focus on strategic priorities that bring together immersive storytelling, elevated amenities and seamless multi-activity experiences, creating offerings that keep guests engaged for longer, encourage repeat visits and strengthen brand loyalty.

Within Dubai Parks and Resorts, we are enhancing operational synergies, coordinated ticketing and integrated programming to extend dwell time and maximise cross-asset value.

The opening of Real Madrid World adds a significant new attraction, featuring Hala Madrid, the tallest wooden rollercoaster in the world, alongside themed streetscapes, Spanish dining, and interactive football experiences.

Beyond its appeal to football enthusiasts, Real Madrid World is designed for all audiences, featuring interactive experiences such as Champions Avenue and the Meet the Stars zone, which captures the spirit of football in ways that resonate across age groups and interests.

Meanwhile, Riverland Dubai is undergoing a bold transformation with new anchor attractions such as Perplex City, an illusion and adventure venue, and an Axe Throwing Arena, with much more to come.

New dining concepts and themed environments are also being introduced to enhance the visitor journey.

From The Green Planet to Inside Burj Al Arab and Wild Wadi Waterpark, you’ve curated experiences that blend culture, education, and leisure. What role do these play in shaping Dubai’s image as a global entertainment hub?

Our projects not only enhance Dubai’s entertainment landscape but also help cement the city’s reputation as a global tourism hub, attracting visitors from across the world. With a variety of outdoor and indoor experiences — many available year-round — we cater to diverse audiences seeking everything from seasonal spectacles to signature attractions they can enjoy in any season.

The Inside Burj Al Arab tour offers a rare behind-the-scenes experience of a global icon, while Wild Wadi Waterpark continues to be a favourite for families and thrill-seekers alike, attracting both residents and visitors.

The Green Planet Dubai, the region’s only indoor tropical rainforest, blends environmental awareness with immersive storytelling — an approach that earned it the Best Edutainment Centre award at the MENALAC Awards 2025 and a place in Tripadvisor’s Best of the Best 2025 list. Tripadvisor also recognised The View Palm Jumeirah among the top 10 per cent of attractions worldwide, while LEGOLAND Hotel Dubai was named one of the region’s top family hotels. ROXY Cinemas claimed the MENALAC Award for Best Campaign for Family Entertainment Centres, reflecting our ability to engage audiences through creative content and marketing.

Global Village added to this success with major MENALAC wins for Best Theme Park (over 500,000 visitors) and Best Visitor Attraction, reaffirming its reputation as one of the region’s most inclusive and popular destinations, welcoming over 10.5 million guests last season.

These accolades reflect the quality, diversity and broad appeal of our destinations across the region.

Dubai Holding Entertainment recently entered a strategic partnership with Trip.com Group to enhance accessibility to your attractions for the Chinese market. What led to the decision to focus on China, and how do you foresee this partnership contributing to your broader international growth strategy?

China remains one of the most important outbound travel markets globally. Through our partnership with Trip.com Group, we’ve introduced curated packages, multilingual content and seamless booking access for Chinese travellers.

This is part of our broader international strategy, which not only focuses on high-potential source markets like China but also strengthens our footprint across key global regions. These efforts aim to contribute to Dubai’s vision of becoming the world’s most visited city and a leading global destination in line with the UAE Tourism Strategy 2031.

How does Dubai Holding Entertainment contribute to Dubai’s wider tourism goals in collaboration with entities such as the Dubai Department of Economy and Tourism (DET)? What role do strategic partnerships play in this journey?

We actively support Dubai’s tourism vision by contributing to major citywide initiatives such as Dubai Summer Surprises, Dubai Fitness Challenge and Back-to-School, with its destinations often featured as venues for key activations and guest experiences.

Our destinations often help amplify the energy of these campaigns and connect with diverse audiences across the city.

Earlier this year, Coca-Cola Arena hosted DET’s city briefing, reinforcing our shared commitment to supporting Dubai’s ambitions as a global hub for entertainment, culture, and leisure.

We also establish strategic partnerships with leading global OTAs, regional developers, and food and beverage operators to broaden access and visibility, and deliver experiences that elevate Dubai’s global appeal, reinforcing the city’s position as a leading international destination.

What are your strategic priorities for Dubai Holding Entertainment?

Our focus is on future-proofing the business by turning each asset into a year-round, high-value destination that connects deeply with both residents and tourists. This means evolving our current experiences, accelerating digital innovation, and launching new formats that blend emotion, engagement, and operational performance.

We are committed to pushing boundaries not just in what we offer, but in how those offers deliver long-term value to the city and to our guests.

Your iPhone just became your ID: Apple launches digital passport integration

The rollout marks an expansion of Apple’s efforts to replace physical credentials with privacy-focused alternatives integrated directly into iPhone

Gulf Business
Gulf Business

13 November, 2025

Your iPhone just became your ID: Apple launches digital passport integration
Image credit: Apple/Website

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Apple announced the launch of Digital ID, a new feature allowing users to create a secure digital identification in Apple Wallet using information from their US passport. The rollout marks a major expansion of Apple’s efforts to replace physical credentials with digital, privacy-focused alternatives integrated directly into the iPhone and Apple Watch ecosystem.

At launch, Digital ID will be available in beta for identity verification at Transportation Security Administration (TSA) checkpoints across more than 250 US airports, enabling travellers to verify their identity during domestic flights without showing a physical ID. Apple said that additional acceptance points and use cases will follow in the coming months, an Apple newsroom report said.

Read more-Apple drops next-generation tech: New devices powered by M5 chip

Apple’s Digital ID initiative aims to bring digital identity access to a broader range of users, including those who do not yet have a REAL ID-compliant driver’s license or state ID. However, Apple clarified that the new feature is not a replacement for a physical passport and cannot be used for international travel or border crossings.

“With the launch of Digital ID, we’re excited to expand the ways users can store and present their identity, all with the security and privacy built into iPhone and Apple Watch,” said Jennifer Bailey, Apple’s vice president of Apple Pay and Apple Wallet. “Since introducing the ability to add a driver’s license or state ID to Apple Wallet in 2022, we’ve seen how much users love having their ID right on their devices. Digital IDs bring this secure and convenient option to even more users across the country, as they can now add an ID to Wallet using information from their US passport.”

This announcement builds on Apple’s growing suite of identity and payment tools, reinforcing the company’s strategy to make the iPhone a central hub for daily authentication and verification needs.

How to add a Digital ID to Apple Wallet

Setting up a Digital ID is designed to be simple and secure. Users begin by tapping the Add (+) button at the top of the Wallet app and selecting driver’s license or ID Cards. They then choose Digital ID and follow the on-screen prompts to start verification.

The setup process requires scanning the photo page of a physical US passport and reading the embedded chip on the passport using the iPhone’s NFC capability. This ensures data authenticity. Users are then prompted to take a selfie and complete facial and head movements for biometric verification.

Once verified, the Digital ID is automatically added to Apple Wallet and ready for use.

To present a Digital ID in person, users can double-click the side or Home button to access Apple Wallet, select Digital ID, and hold their iPhone or Apple Watch near an identity reader. They can then review the information being requested and use Face ID or Touch ID to confirm authentication.

Apple said that this same technology will eventually extend beyond airport checkpoints. In the future, users will be able to present their Digital ID at select businesses, organisations, and online services for identity and age verification, broadening the scope of digital identity adoption.

Privacy and security at the core

True to Apple’s long-standing emphasis on user privacy, the Digital ID system leverages the security architecture already built into iPhone and Apple Watch. All Digital ID data is encrypted and stored locally on the device.

Apple underscored that it cannot see when, where, or how users present their Digital ID, nor what information is shared. Only the necessary details for a transaction are transmitted, and users must approve each data request with Face ID or Touch ID before information is shared.

The feature also ensures that users do not have to unlock or hand over their devices to verify their identity, an added layer of protection against misuse or theft.

Building on state ID and driver’s license integrations

The introduction of Digital ID represents the next step in Apple’s digital identity roadmap. The company first allowed users to add state IDs and driver’s licenses to Apple Wallet in 2022, partnering with state governments and the TSA to pilot the program.

Currently, driver’s license and state ID support is live in 12 US states and Puerto Rico, with recent expansions to Montana, North Dakota, and West Virginia over the past six months. Internationally, Apple has introduced the capability in Japan, where users can now store their My Number Card on iPhone, marking the feature’s first rollout outside the United States.

With Digital ID, Apple continues to position itself at the forefront of the digital identity revolution, blending government-grade authentication with the seamless convenience of its ecosystem.

Etoile MD Samer Khouri on financing the future of luxury retail

The future of luxury retail will undoubtedly be shaped by those who invest in digital transformation and align their strategies with evolving consumer expectations, without losing sight of the human touch

Samer Khouri
Samer Khouri

13 November, 2025

Etoile MD Samer Khouri on financing the future of luxury retail
Image: Supplied

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The integration of digital and e-commerce strategies in luxury retail is no longer a choice; it’s imperative for driving growth and ensuring long-term profitability in an ever-evolving industry and increasingly competitive market. At the same time, luxury brands must also navigate financial challenges such as rising interest rates and evolving consumer expectations. Strategic financial planning is no longer a back-office function but a central part to the success of retail strategies.

One could argue that four years ago, e-commerce in the luxury sector was somewhat an afterthought and seen as a complementary sales channel for those unwilling or unable to visit physical stores. Today, e-commerce is a key aspect of any retail strategy that helps drive growth, innovation, and influences nearly every aspect of the consumer journey.

Covid-19 changed everything. According to an Adobe report, the pandemic massively accelerated the growth of e-commerce up to 77 per cent year-over-year, reaching levels that experts had predicted would take four to six years to achieve. Along with the rapid adoption of digital solutions, financial innovations such as “Buy now, pay later” facilities have been a gamechanger in supporting this growth and cater particularly well to the high-value purchases associated with luxury.

Platforms like Tabby and Tamara have offered consumers the opportunity to manage their spending more flexibly, a feature now widely available both online and across most luxury stores in the country.

E-commerce platforms in the Middle East have not only thrived but introduced services that set them apart globally such as two-hour delivery services, understanding the need for immediacy in the GCC market. With that said, digital transformation alone is not enough.

Brands must complement these innovations with strategic financial management to guarantee profitability. Navigating economic fluctuations as well as managing investments with shorter payback periods have also become critical in terms of sustaining growth, especially during uncertain times.

The rapid rise of e-commerce and digital platforms has fundamentally transformed the luxury retail landscape, with shifts in consumer behaviour as digital channels increasingly become the preferred touchpoints for both discovery and purchase.

According to McKinsey & Company, by 2025 nearly a fifth of luxury sales will be online, a statistic that highlights the urgency for luxury brands to fully embrace digital channels.

In the Middle East, the role of home-grown digital platforms has been instrumental and should not be understated. Regional online shopping channels highlight our region’s e-commerce evolution, not only catering to local consumer preferences but playing a key role in supporting luxury brands based in the region through providing access to broader audiences, democratising access to a traditionally exclusive market.

Etoile La Boutique has also embraced this transformation with the recent launch of its dedicated mobile app, which was designed to offer our clients an elevated online shopping experience through personalised recommendations to bridge the gap between digital convenience and our physical stores’ luxury experience.

A successful e-commerce strategy in the luxury retail sector

Building a successful e-commerce strategy in the luxury sector is key and requires an extensive understanding of the diverse and distinct expectations of high-net-worth consumers. As these customers increasingly shop online, they expect digital experiences that align with the exclusivity and attention to detail that they associate with in-store luxury.

Such expectations have helped spur innovations like virtual reality showrooms and AI-driven features that allow brands to maintain their personal touch in the digital world.

While the potential in this area is immense, there also exist some challenges. Luxury e-commerce must find the right balance between technology and human connection to make sure that digital touchpoints are enhancing, as opposed to replacing, the unmatched joys of in-person shopping.

Investing in digital infrastructure is also critical to succeeding in this space, especially when it comes to the enhancement of the omnichannel experience. The deployment of advanced order management systems (OMS) is essential to integrating physical and digital channels. These systems allow for real-time inventory management and elevate the customer experience by providing a consistent, personalised service, whether online or in-store.

This integration is particularly vital in markets like the GCC, where consumer demand for a cohesive omnichannel experience is on the rise.

Navigating economic challenges and market fluctuations is another key aspect. The luxury retail industry is no stranger to economic uncertainties, and the recent rise in interest rates has highlighted the need for strategic financial management. Brands must prioritise high-ROI investments with quicker payback periods, ensuring that each financial decision contributes to its bottom line. Innovative financing tools like Buy Now Pay Later also play a vital role in empowering clients and businesses, ultimately reducing barriers to purchase while preserving cash flow.

Diversification of market presence also plays a vital role in mitigating risks. Expanding into emerging markets, particularly in our region, offers opportunities for growth in areas with high potential. I believe this regional focus, paired with investments in digital and e-commerce channels, can position luxury brands to effectively navigate market fluctuations and capitalise on emerging opportunities while strengthening our ability to remain resilient and agile in an ever-changing market.

Looking ahead, the future of luxury retail will undoubtedly be shaped by those who invest in digital transformation and align their strategies with evolving consumer expectations, without losing sight of the human touch.

The integration of advanced technologies will continue to define the modern luxury landscape, but we must remember to preserve human connection and ensure that digital advancements are enhancing – rather than overshadowing – the meaningful and emotional connections that make luxury timeless.

The writer is the MD at Etoile Group.

Read: Etoile Group’s Ingie Chalhoub on navigating the future of luxury fashion

Khazna Data Centers’ Tinboat Arslanouk on what’s powering its global expansion

The chief business officer – International explains how the company is positioning itself as the foundational layer of the AI era and what sovereignty means in the context of hyperscale infrastructure

Neesha Salian
Neesha Salian

13 November, 2025

Khazna Data Centers’ Tinboat Arslanouk on what’s powering its global expansion
Image: Supplied

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Khazna Data Centers has committed to one of the region’s most ambitious infrastructure expansions, announcing at GITEX Global 2025 plans to add over 1 gigawatt of hyperscale capacity by 2030 across multiple countries. Backed by a $2.62bn financing facility from Abu Dhabi Commercial Bank (ADCB) and First Abu Dhabi Bank (FAB), the UAE-based operator is targeting strategic markets including Saudi Arabia, Italy, Turkey, and Southeast Asia as nations race to build sovereign, AI-optimized digital infrastructure.

The expansion comes as artificial intelligence workloads drive unprecedented demand for data center capacity, with governments increasingly prioritising national control over compute resources and data governance. Khazna is already delivering infrastructure for Stargate UAE and partnering with Microsoft to support sovereign AI use cases across the region.

Sustainability anchors the buildout: Khazna’s facilities integrate nuclear, photovoltaic, and concentrated solar power (CSP), achieve LEED Gold certification, and deploy advanced cooling systems including water reuse and adiabatic technologies to reduce power and water consumption. The company’s decarbonisation trajectory aligns with the UAE’s net-zero target by 2050.

In this interview, Tinboat Arslanouk, chief business officer – International at Khazna Data Centers, explains how the company is positioning itself as the foundational layer of the AI era, what sovereignty means in the context of hyperscale infrastructure, and why the decisions made today about where and how data centres are built will shape the global digital economy for decades.

You just announced at GITEX Global 2025 a major expansion adding over 1GW of hyperscale capacity by 2030 across multiple countries, backed by a $2.62bn financing facility from ADCB and FAB. What prompted this ambitious growth trajectory, and why is now the pivotal moment for Khazna to scale globally into markets like Saudi Arabia, Italy, Turkey, and Southeast Asia?

Artificial intelligence (AI) is scaling faster than infrastructure can keep up, and we’re aiming to close that gap. This expansion isn’t just about adding capacity; it’s about delivering capability, where and how it’s needed most.

We’re seeing clear demand at the national level for sovereign, AI-optimised infrastructure that can be trusted. And it needs to be delivered quickly, built sustainably, and designed to evolve. We have demonstrated experience here.

The financing facility gives us the agility to move decisively into strategic markets. We’re looking at regions that are accelerating toward a more digital, AI-native economy, but need the foundational infrastructure to get there. We’re uniquely positioned to deliver that, and we’re helping nations build the base layer of their next economies.

Your mission is to deliver “resilient, sustainable, and sovereign-ready AI infrastructure”. Can you explain what sovereignty means in this context, and how Khazna’s infrastructure is specifically engineered to enable the UAE and other nations to build AI-native economies while maintaining data control and security?

Sovereignty, in the context of AI infrastructure, means more than just where the data sits. It’s about who governs it, who controls the compute, and who sets the rules. As nations accelerate their AI strategies, they’re realizing that true digital independence requires physical infrastructure they can trust and control. That’s where we come in.

Our facilities are engineered for sovereign readiness from day one. That means full data jurisdiction, secure architecture, and operational transparency. We design, build, and operate our infrastructure end-to-end, which gives our clients the confidence that their most sensitive workloads remain under national governance. For many countries, this is becoming a strategic priority.

Sustainability is central to your expansion — your facilities use nuclear, photovoltaic, and CSP solar power, achieve LEED Gold standards, and employ advanced cooling systems. Given that data centers are energy-intensive, how are you balancing rapid capacity growth with environmental responsibility, and what’s your renewable energy target across all operations?

Growth without responsibility isn’t an option. As we scale to meet AI demand, we’re engineering efficiency into every layer of our infrastructure. So that’s from the energy we source to the way we cool our systems. Our facilities are built to run leaner, smarter, and cleaner. Our overall goal is line with the UAE’s national goal of net zero by 2050. And as the country’s grid decarbonises, we are decarbonising with it.

We are already achieving LEED Gold across our campuses, and our facilities integrate water reuse, closed-loop cooling, and adiabatic systems to drastically cut both power and water consumption. Our goal is simple: build infrastructure that can support the future of AI without compromising the future of the planet.

You’re delivering the infrastructure layer for Stargate UAE and working with Microsoft to support AI use cases. How critical is partnership and knowledge transfer in accelerating AI adoption across enterprises and governments in the region, and what role does training and talent development play in your ecosystem?

The AI industry isn’t growing out of a single, isolated company. Like any other industry, it’s an ecosystem. Building infrastructure is just the start. It’s the partnerships, the platforms, and the people that bring it to life. That’s why collaboration is central to our approach. Whether it’s delivering infrastructure for Stargate UAE or working with Microsoft to enable sovereign workloads for governments and enterprises.

Knowledge transfer is a multiplier. When we partner, we’re building local capability, aligning infrastructure with national strategy, and enabling digital self-sufficiency. And that includes talent. We see data centre infrastructure as a career path, not just a technical field. Our programs invest in local training, mentorship, and STEM engagements. Building AI-native nations means investing in the people who will run them.

Looking ahead, with 1GW of new capacity being added and the UAE’s ambition to become an AI-native nation, what’s your vision for Khazna’s role in shaping the future of sovereign digital infrastructure globally, and what’s the one thing you’d want industry leaders and policymakers to understand about the infrastructure needs of tomorrow?

Our vision is clear: to be the foundational layer of the AI era. Not just in the UAE, but globally. As nations move from digital transformation to digital sovereignty, they’ll need infrastructure partners who can deliver scale, sustainability, and control. That’s our role. We’re building sovereign-ready capacity that enables countries to harness AI on their own terms, with confidence in the resilience, security, and performance of the systems beneath it.

If there’s one thing we’d tell industry leaders and policymakers, it’s that infrastructure is a strategic lever. The decisions made now about how and where we build will shape the global digital economy for decades.

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