ATM Yearbook 2021 - A new dawn for travel and tourism

ATM yearbook A new dawn for travel and tourism

AN OFFICIAL ARABIAN TRAVEL MARKET PUBLICATION

Unexplored.

Untracked.

Unencountered.

Untraveled.

Untrod.

Unearthed.

Unveiled.

Unmapped.

Unchartered.

Unfound.

Unconquered.

Undiscovered.

Untouched.

Unswum.

Unseen.

Uncovered.

Unwalked.

Unclimbed.

The New Frontier

Discover us at ATM

AS L IG H T R A I NS D OW N UPON CENTURIES OF INSPIRATION you step back through galleries of time in a universal museum stretching over the sea.

You are moved by the story of humanity under a floating dome of light where there is no end to art in sight.

Louvre Abu Dhabi #InAbuDhabi

visitabudhabi.ae VISIT STAND ME2250 & ME2115 AT HALL 2 EXPLORE THE OPPORTUNITIES, IMMERSE YOURSELF IN ABU DHABI

40 60

ATM yearbook

2021 A NEW DAWN FOR TRAVEL AND TOURISM

Contents 09

Editor's foreword

10

A new dawn for travel and tourism: Danielle Curtis, Exhibition Director ME, Arabian Travel Market

12

H.E. Dr. Ahmad Belhoul Al Falasi, UAE

Minister of State for Entrepreneurship and SMEs

14

The road to recovery: Dr. Taleb Rifai

and David Scowsill

16

Industry news headlines from 2020 to 2021

26

Restarting aviation: Kamal Al Awadhi, Regional Vice President for Africa & the Middle East, International Air Transport Association (IATA)

78 AN OFFICIAL ARABIAN TRAVEL MARKET PUBLICATION

106

112 28

122

COMING SOON

102 106 110 112

MAJOR GULF TOURISM PROJECTS PIPELINED

38 SAUDI ARABIA 40 Saudi Tourism Authority 50 SAUDIA 54 Diriyah 60 AlUla 64 NEOM 66 The Red Sea Project 68 78 98

128

Emirates Airline Dubai Tourism SLS Dubai

The Department of Culture and Tourism ­­— Abu Dhabi (DCT Abu Dhabi)

(Shurooq)

118 Modon 122 Sharjah Investment & Development Authority

INDUSTRY TRENDS RESPONSIBLE TOURISM It's time to build back better: WTM's Responsible Tourism Advisor, Harold Goodwin

100 UNITED ARAB EMIRATES

160

126 AROUND THE WORLD 128 Crossroads Maldives 130 Cora Cora Maldives 132 Japan National Tourism Organisation (JNTO) 134 Ministry of Tourism, Indonesia 138 Travel safety 142 HOTELS 144 152 156 160

Pipe dreams: the regional hotel landscape TIME Hotels Emaar Hospitality Group Hot property: new and upcoming hotel openings

170 THE FUTURE OF TRAVEL 178 The JetSets 180 Industry figureheads predict the future

ATM yearbook

A NEW DAWN FOR TRAVEL AND TOURISM

An official Arabian Travel Market publication Contacts Publisher: Khaled Algaay E-mail: kalgaay@gtmediame.com

Published by GT Media ME Ltd 20-22 Wenlock Road London, N1 7GU United Kingdom

Editorial Director: Gemma Greenwood E-mail: gemma@gtmediame.com

P: +44 207 6085137 F: +44 870 4285885 www.gtmediame.com

Project Manager: Diane Nicole E-mail: diane.nicole@gtmediame.com

— HIS HIGHNESS SHEIKH AHMED BIN SAEED AL MAKTOUM, CHAIRMAN AND CHIEF EXECUTIVE, EMIRATES AIRLINE & GROUP

DISCLAIMER The ATM Yearbook 2021, an official Arabian Travel Market publication, is published by GT Media ME Ltd. The publisher, editor and contributors reserve their rights in regards to copyright of their work. No part of this work covered by the copyright may be reproduced or copied in any form or by any means without the written consent of the publisher. No person, organisation or party should rely or on any way act upon any part of the contents of this publication without first obtaining the advice of a fully qualified person.

This publication and related products are sold and distributed on the terms and condition that: • The publisher, contributors, editors and related parties are not responsible in any way for the actions or results taken any person, organisation or any party on basis of reading information, stories or contributions in this publication, or related products.

• The publisher, contributors and related parties are not engaged in providing legal, financial or professional advice or services.

The publisher, contributors and

08 | ATM YEARBOOK 2021

editors disclaim any and all liability and responsibility to any person or party, be they a purchaser, reader, advertiser or consumer of this publication or not in regards to the consequences and outcomes of anything done or omitted being in reliance whether partly or solely on the contents of this publication and related products.

• The publisher, editors, contributors and related parties shall have no responsibility for any action or omission by any other contributor, consultant, editor or related party.

The ATM Yearbook is published by GT Media ME Ltd under licence from Reed Exhibitions Limited. The copyright in the design and content of the ATM Yearbook is owned by GT Media ME Ltd, Reed Exhibitions Limited and its licensors. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form, by any means – electronic, photocopying or otherwise –without the prior written permission of Reed Exhibitions Limited.

All Exhibitors’ entries have been supplied by the companies listed in the ATM Yearbook and while great care has been taken to ensure that the details are correct, neither Reed Exhibitions Limited nor the publisher of the ATM Yearbook accepts responsibility for any error, omission or claims made in the ATM Yearbook or at the exhibition.

The Arabian Travel Market logo, ATM and Hosted Buyer are trademarks of Reed Exhibitions Limited. RELX Group, RE symbol and Reed Exhibitions are trademarks of RELX Group plc.

FOREWORD

The road to recovery starts here ATM has a major role to play in helping to build back better

O

ne year ago in the midst of the global pandemic, it was not at all viable to stage a live event such as Arabian Travel Market (ATM).

The global travel and tourism industry had been decimated by COVID-19 with country borders closed, lockdowns imposed and air capacity drastically reduced, with only essential travel and cargo flights permitted.

Reed Exhibitions, the team behind the successful show, now in its 28th year, was quick to adapt, and ATM Virtual concept was born.

Upholding its role as the barometer for regional tourism industry sentiment and the place where trends and innovations are revealed and discussed, the online event, staged in June, brought together travel and tourism leaders to discuss pertinent topics, with the impact of the pandemic top of the agenda.

Due to its overwhelming success – drawing 12,000 online attendees from 140 countries and facilitating more than 11,301 pre-scheduled meetings – ATM Virtual returns this year (May 24-26), but as part of a new hybrid format, with the live show that last year, we sorely missed,

hosted at the Dubai World Trade Centre (DWTC) once again, from May 16-19.

Staged under the theme ‘A new dawn for travel and tourism’, Arabian Travel Market 2021 will act as a vital platform to accelerate the industry’s reboot.

Ideas and knowledge will be shared, business will be conducted and crucially, the face-to-face meetings, conference sessions and networking with colleagues, partners and friends that we once took for granted, will take place once again.

ATM is an industry gathering where achievements are celebrated and future trends and developments are showcased and debated, paving the way for the ongoing growth of this vibrant sector.

There will be much ground to cover this year, with the region standing out as an example of pandemic best practice when it comes to health and safety standards and programmes, vaccination efforts, effective tourism recovery strategies and much more.

ATM will also be the place to discuss how we can build back better, developing the industry responsibly, taking into account the welfare of people, places and the planet.

The ATM Yearbook 2021 covers all these topics and more, revealing how the region’s travel and tourism sector has set the benchmark for resilience and recovery.

Each year the publication documents the industry’s milestones, accomplishments and ambitious long-term growth strategies and the 2021 edition is no exception. However, this year we highlight these successes against a backdrop of unprecedented global disruption.

The ATM Yearbook 2021 clearly illustrates the momentous efforts of every industry stakeholder, from governments and tourism bodies to airlines, airports, hotels and most importantly, the people meeting and greeting visitors and guests, against all the odds.

I do hope you enjoy the read during what promises to be the most important and rewarding Arabian Travel Market in the event’s long history.

Gemma Greenwood Editorial Director

ATM YEARBOOK 2021 | 09

FOREWORD

A new dawn for travel and tourism ATM 2021 will be a pivotal turning point for our industry, says Danielle Curtis, Exhibition Director ME, Arabian Travel Market

Dear industry partners, Welcome to Arabian Travel Market 2021!

A

fter such a challenging year and given the existing social and travel restrictions, it is particularly pleasing to see you all onsite, in-person as we embark along the road to recovery together. It is also a good time for us all to take stock of what we have learned, where we are now and what the future holds.

Therefore, this year’s show theme is ‘A new dawn for travel and tourism’, which is a positive message and I sincerely hope that Arabian Travel Market (ATM) 2021 will be a pivotal turning point for our industry throughout the Middle East.

ATM 2020 was the first major virtual travel event worldwide and this year, ATM will be the first in-person event since the outbreak of the virus, continuing its tradition as a focal point for the Middle East’s tourism industry and at the forefront of digital travel.

Technological advances are accelerating and whether it is through innovative applications ranging from, voice and facial recognition, chatbots and beacon technology to virtual reality, blockchain, as well as robotic concierge, the guest or passenger experience is destined to

010 | ATM YEARBOOK 2021

become ever more automated. This is the ‘new normal’ and it is already here.

However, in a world of accelerating technological disruption, how can our industry survive rapidly evolving innovation? Experts will be able to provide insight on how innovative technology will shape the future of travel and tourism, during dedicated onsite seminars.

Key industry topics will be debated in various forums by a range of stakeholders, with one common goal, identifying the vertical sectors that have the greatest growth potential in 2021 and beyond.

ATM will host a range of events dedicated to hoteliers and trade buyers, specifically this year for key source markets such as Saudi Arabia and China.

There will also be an International Tourism & Investment Conference, an aviation summit, a special forum on GulfIsraeli ties and a debate about influential women in tourism.

ATM is also a part of Arabian Travel Week, which is featuring exhibitions, conferences, breakfast meetings, awards, product launches and networking opportunities for digital influencers and trade buyers.

And for the first time ever, the event is running in a hybrid format, with the ATM Virtual event taking place just a

week later from May 24-26. Open to the international travel trade industry and bypassing any on-going travel restrictions, ATM Virtual will provide an online forum for one-to-one meetings and industry debate and learnings, accessible from all over the world.

It would be remiss of me not to mention our extraordinary host.

Dubai is one of the safest cities to visit in the world, with a wide range of precautionary measures in place to ensure the safety of tourists at every stage and touchpoint of their travel journey, from arrival to departure.

Dubai’s commitment to maintaining the highest standards of hygiene and safety and its effective citywide management of the pandemic received a strong endorsement from the World Travel and Tourism Council (WTTC), which gave the city a ‘Safe Travels’ stamp.

Finally, on behalf of the ATM team, thank you for your support, we wish you a safe and successful event and together let us get international tourism moving again in the Middle East.

Danielle Curtis Exhibition Director ME Arabian Travel Market

FOREWORD

Driving the global recovery H.E. Dr. Ahmad Belhoul Al Falasi, Minister of State for Entrepreneurship and Small and Medium Enterprises, outlines why the UAE is ideally positioned to help drive the global tourism sector’s post-COVID-19 recovery

T

he COVID-19 global pandemic has had a profound impact on the global economy, transforming the way people work, socialise and travel. As one of the world’s fastest-growing tourism and business travel destinations, the UAE has quickly adapted to this shifting paradigm, while continuing to pursue its long-term economic growth strategy that positions tourism as one of its core pillars.

The UAE has confronted COVID-19 head on, leading the world in terms of the implementation of strict preventative health and safety measures designed to safeguard its almost 10 million residents and millions more international visitors against the spread of the virus. The protocols put in place proved highly effective in limiting a wider outbreak in the earlier days of the pandemic, and ensured hospitality establishments remained a safe space for residents and visitors to socialise once the sector and the wider economy slowly reopened.

Add to that the rigorous procedures set in place for all travellers entering the UAE, ranging from meticulously screening visitors on arrival to providing care and treatment for those among them who test positive for the virus.

Its efforts in this regard have been praised by the World Travel and Tourism Council (WTTC), which last year granted Dubai, Abu Dhabi and Ras Al Khaimah its new Safe Travels Stamp of approval. The initiative was created by the

012 | ATM YEARBOOK 2021

WTTC “for travellers to recognise destinations and businesses around the world that have adopted the Safe Travels health and hygiene global standardised protocols”, designed to combat the spread of COVID-19.

In destinations including Dubai, Abu Dhabi and Ras Al Khaimah, the WTTC’s safety programme has been further complemented by highly successful programmes such as Dubai Tourism’s Dubai Assured initiative, DCT Abu Dhabi’s Go Safe Certification, Ras Al Khaimah Tourism Development Authority’s (RAKTDA’s) ‘Stay Safe’ Hotel Certification Programme, Ajman’s “Safe Gard” Hotel Certification programme by BV and Sharjah Safety code of conduct for Hotel Establishments.

The UAE’s highly proactive approach to combatting COVID-19 has been further demonstrated by the remarkable success of its vaccine rollout, which has seen millions inoculated to date and has positioned the UAE among the top five nations worldwide in terms of total vaccinations.

While COVID-19’s impact over the past 18 months cannot be underestimated, the global response aimed at defeating the virus highlights what can be achieved when humanity works together for the common good. Thanks to the efforts of the scientific community and the development and rapid rollout of multiple, highly effective vaccines, it is widely accepted

that life will now return to ‘normal’ faster than initially anticipated.

In light of this, the UAE remains ideally positioned to play a major role in driving the global tourism industry’s rapid recovery, thanks to its pioneering mindset, established reputation as a major international travel hub, and commitment to investing billions in expanding and enhancing its overall tourism offering.

Indeed, the UAE is outperforming nearly all established global tourism hubs post-COVID-19, recording the second highest hotel occupancy rate in the world in 2020 with 54.7% occupancy, preceded only by China.

The figure is tremendously significant when considering the global rate dropped to 37%, buckling under the weight of the pandemic, which also led to a whopping 74% decline in tourist activity around the world.

Nevertheless, hospitality establishments in the UAE welcomed 14.8 million guests in 2020, who spent 54.2 million nights in 1,089 different establishments, according to official statistics issued by the World Tourism Organisation and the Emirates Tourism Council. Domestic tourism alone contributed AED41 billion to the national economy – a figure expected to double over the next few years.

The staging of Expo 2020 Dubai this year will also play a major role in driving the industry’s short-term recovery. The largest ever Expo and the largest single event staged in the Arab world, it demonstrates the UAE’s long-term ambition to become the leading travel and tourism destination on the planet and a major force for positive change in the world.

The tourism sector’s importance to the UAE’s long-term economic diversification strategy cannot be understated.

The UAE has built a robust network of advanced infrastructure that has, in turn, created all the necessary conditions for tourism to thrive and to establish the UAE as a leader in the sector post-pandemic.

The Expo will also showcase the UAE’s amazing achievements to date and plans for the next 50 years, leading into our country’s centenary in 2071.

As always, we look ahead as a nation with great positivity and boundless enthusiasm for what lies ahead, embracing change and coming together to celebrate what makes the UAE so unique. We look forward to welcoming the world to Dubai in October, when Expo opens its doors.

L

ast year was the worst economic year on record in more than 50 years, driving most countries deep into recession. The world’s economies have always shown resilience in recovering from the most severe financial crises — downturns driven by pandemics, wars, terrorism, political change, inflation, or banking meltdowns — but travel’s return will take a while.

The sector has grown around 4% per annum for the last 40 years, except for during the Iraq War and the resulting recession; in 2001, because of 9/11; and following the global financial crisis that began in 2008. There have been regional epidemics due to Ebola and SARS, and pandemics in 1918 (Spanish flu); 1957 (Asian flu); and the 1980s (AIDS), but the world was ill prepared for this one, and the impact has been devastating.

Compared with manufacturing, banking, and pharmaceuticals, the travel and tourism sector has been the worst hit financially and will take the longest time to recover. Airlines, airports, hospitality businesses, cruise lines, and car rental businesses, and the tour operators and travel agencies that supply them, have been dealt mortal blows, with some relief coming from government loans and bailouts and employee retention schemes.

More than 40 airlines have collapsed since COVID-19, despite $173 billion in government support. Airlines lost $118.5 billion in 2020 and carry more than $651 billion in debt. And government support for businesses has not been uniform around the world. Complete collapse of global and regional coordination of entities such as the United Nations, the European Union, and the Association of Southeast Asian Nations has meant that each country has had to act alone.

The Middle East has been hit particularly hard during the pandemic, with several short terms and longer-term consequences, but it can recover more rapidly than other parts of the world.

Destinations offering safety, security, and openness to travel, alongside satisfying the health risk questions, will lead the international travel recovery.

Luxury travellers will lead this demand, with Dubai, Abu Dhabi and the Maldives being the leading destinations.

Domestic and regional travel will predominate, until the pent-up demand from international consumers is released

014 | ATM YEARBOOK 2021

Travel’s road to recovery Seven predictions by Taleb Rifai and David Scowsill, founding members of the FINN Partners Travel Advisory Board

by governments around the world.

Structurally in the Middle East, the aviation market will change substantially, with airlines reducing networks and replacing larger A380 aircraft with smaller twin engine jets. Operating hub airports connecting cities and countries with varying levels of virus control and different vaccination implementation timings will be a significant challenge for the next two to three years.

SEVEN PREDICTIONS FOR TRAVEL’S ROAD TO RECOVERY

1

Pressure to open borders will be on governments that rely heavily on tourism to drive jobs and GDP growth, but travel industry recovery will be slow and based on country and industry segment, with each country policing internally and being selective about whom to let in. Bilateral agreements on opening travel flows, based on PCR testing regimes in place at either end, will be in place for some time, with mandatory quarantine on arrival from certain countries.

2

Vaccination rollouts give a ray of hope, although the full picture remains unclear, with rollouts happening at different speeds across the world while uncertainties about virus mutations and the efficacy of vaccines linger. Electronic vaccination passports will not gain global acceptance due to implementation complexity and discrimination against those who do not participate. Governments will get into a rhythm for testing, decision-making, and issuing protocols, so the industry will benefit from increasing certainty based on data-driven analysis, and fewer last-minute policy changes.

3

Dr. Taleb Rifai and David Scowsill Dr. Taleb Rifai is the former two-term Secretary General of the World Tourism Organisation (UNWTO) and David P. Scowsill is the former President and CEO of the World Travel & Tourism Council. Both industry figureheads are known for their extensive contributions to the global travel and tourism sector in multiple capacities and are founding members of the FINN Partners Travel Advisory Board, an entity that brings together senior expertise from FINN’s global health, tech, public affairs and sustainability practices to further support current and future destination and travel clients on the road to recovery from the impact of the global pandemic.

The majority of global travel and tourism GDP is stimulated by domestic vacations. U.S. college kids traveling for spring break usually number 110 million, a figure that is dwarfed completely by travel for Chinese New Year, with 2.9 billion passenger journeys. The latter is the largest annual human migration in the world. Driven by platforms like Airbnb/Expedia/Trip.com/ Booking.com, the domestic vacation trend will continue as consumers want to stay closer to home for vacations. Adventure travel and countryside pursuits away from metropolis areas will predominate.

4

Living away from cities is becoming a serious option for many people now, with companies encouraging working from home and some governments creating special longstay visas for digital nomads. Business travel will rebound more slowly than leisure, probably to 80% of 2019 levels by 2024, but it will return, because it is

predicated on the human need to sell, market, and transact face to face. Video conferencing works fine when relationships are already built, but it is not so effective in opening new market opportunities.

5

Travel businesses have had to focus on re-engineering their business models. Global airlines will shrink their networks, do more pointto-point flying to avoid layovers, and improve their sustainability credentials by retiring older aircraft to the Mohave Desert. Low-cost carriers will bide their time, preserving cash, and will benefit hugely from the pent-up demand from leisure travellers. Hotels will have all health protocols in place, but city centre locations will remain beholden to business travel demand. Leisure resorts will do well.

6

The vaccination rollout globally will ensure the world starts the long road to economic recovery in the second half of 2021. The travel industry will rebound at different speeds, by country and by sector, over the next two to three years. International leisure travel will start to return as infection rates come down, vaccines get rolled out, and testing regimes are put in place in each country

7

The key to recovery will be communication — by governments, by tourism boards and by travel suppliers — to ensure that consumers regain trust, feel safe, and travel with confidence once more. As brands market their products again in the sectors most impacted, concise and transparent communication to their customers has never been more important.

Underlying the current challenges are people’s fundamental desires to travel, see family, do business and experience new places. Nothing will replace this human need for people to move around the planet. Tourism will remain resilient in the face of this pandemic.

With innovation and partnership, it will return, as it has in the past — this time, perhaps in a more sustainable manner.

The only question is at what speed. Time will tell.

ATM YEARBOOK 2021 | 015

2019 Hot off the press

Two years of industry news that made the headlines

Caption in here xyxyxyxyx xtxyxyxyxx

HH Sheikh Ahmed

MAY

Emirates Group reports another year of profit The Emirates Group announced its 31st consecutive year of profit, as well as steady business expansion and organic growth. In its 2018-2019 Annual Report, the aviation giant posted a profit of AED 2.3 billion (US$631 million) for the financial year ending March 31, 2019, down 44% from the previous financial year. Revenue reached AED 109.3 billion ($29.8 billion), up 7% year on year.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline and Group, said at the time: “2018-19 has been tough, and our performance was not as strong as we would have liked.”

016 | ATM YEARBOOK 2021

JUNE

NEOM Airport takes flight Saudi Arabia’s General Authority of Civil Aviation announced the opening of NEOM Bay Airport. The new facility received its first commercial flight on June 30, 2019. It’s the first airport to use the fifth generation (5G) wireless network service in the region. “With the latest technologies, we are steadily moving towards the future,” the Saudi Ministry of Communications and Information Technology (MCIT) said on its official Twitter page.

NEOM Bay Airport (official code NUM) facilitates regular flights for investors and employees of NEOM (pictured), the planned 10,230-square-mile transnational city and economic zone under construction in Tabuk, Saudi Arabia, close to the border of Egypt.

SEPTEMBER

Saudi signs a medley of development Waldorf Astoria RAK — one deals worth SAR100bn hotel to benefit from visitor On the day Saudi Arabia opened its doors to the world (September 27, 2019), launching its new tourist visas for citizens of 49 countries, the Saudi Arabia General Investment Authority (SAGIA) and the Saudi Commission for Tourism and National Heritage (SCTH), announced multiple agreements with regional and international investors totalling around SAR100 billion (US$26.67 billion). Agreements signed by SAGIA included one worth SAR 37.5 billion ($10 billion) with Triple 5 to develop a series of mixed-use tourism, hospitality and entertainment destinations across the kingdom and another with Majid Al Futtaim worth SAR20 billion ($5.33 billion) for a mixed-use shopping and entertainment destination, which will create 12,000 jobs and feature the region’s largest indoor ski slope and snow park.

spike

Global tourism was valued at $5bn in 2018

AUGUST

Global tourism generates US$5bn daily: UNWTO International tourist arrivals grew 5% in 2018, reaching the US$1.4 billion, marking two years ahead of long-term forecasts, according to the UNWTO International Tourism Highlights 2019 Edition report released in August.

Export earnings generated by tourism grew to $1.7 trillion – the equivalent of $5 billion daily – and up 4% year on year, outpacing the world economy, the report revealed.

“These results were driven by a favourable economic environment, a growing middle class in emerging economies, technological advances, new business models, increased air capacity, affordable travel costs and visa facilitation,” said UNWTO Secretary General Zurab Pololikashvili at the time.

China was the biggest spender on international tourism in 2018 with $277 billion – one-fifth of the total- and 58% of all international tourists arrive at their destinations by air (up from 46% in 2000). The share of leisure travel grew from 50% in 2000 to 56% in 2018 and was the main purpose of visits in all world regions except the Middle East where visiting friends and relatives (VFR), or for health or religious purposes dominated.

Above: KSA signed deals worth billions

For the first time, we are opening our country to tourists from all over the world. To those thinking of visiting Saudi Arabia, [I say] you won’t find a warmer welcome anywhere in the world. And you won’t find a people prouder to share the riches of their land with you. Make no mistake, this is Vision 2030 in action. Under the leadership of his Majesty the King and His Royal Highness the Crown Prince, we are delivering; supercharging a non-oil sector that will drive growth and diversify our economy for decades to come.”

Ahmed Al Khateeb, the Minister of Tourism for Saudi Arabia, announced the kingdom's tourist visas at an event in Ad-Diriyah on September 27, 2019.

ATM YEARBOOK 2021 | 017

OCTOBER

Will.i.am becomes the voice of Expo 2020 LEGOLAND Rapper, presenter and Black Eyed Peas star Will.i.am Dubai was revealed as the voice for an advert to promote Expo 2020 Dubai. His voiceover compared the six-monthlong event with some of humankind's greatest feats.

“You weren’t there when humans conquered fire, when they wore animal skin attire or invented the bicycle tyre,” said Will.i.am as virtual reality images flashed up on screen. “You weren’t there when they created algebra, built the pyramids in Giza or painted the Mona Lisa. You weren’t there when they first made paper or built the amphitheatre, when they calculated gravity or made flying a reality. You weren’t there when they composed the classics or discovered antibiotics, made the mechanical clock or taught the world to rock.”

He continued: “But you could be there and with your own eyes witness new acts of human genius. Be there to see the alliance of art, music, fashion and science. See a futuristic festival filled with ideas new and radical, performances magical, in a six-month-long spectacle. This, you can’t afford to miss. It’s the best of human kind and the greatest show of our time.”

The advert was released in seven different languages on the official Expo 2020 Dubai YouTube channel on October 14, 2019.

DECEMBER

Sir Tim Clark announces retirement, but then postpones it

Above: Air Arabia Abu Dhabi

“Abu Dhabi is a thriving cultural hub with a clear economic vision built on sustainability and diversification. With the emirate’s diverse attractions and hospitality offerings, travel and tourism play a vital role in the economic growth of the capital and the UAE. By partnering with Air Arabia and launching Abu Dhabi’s first low-cost carrier, we are serving this long-term vision.”

Tony Douglas, Group Chief Executive Officer, Etihad Aviation Group, announced plans to introduce a no-frills carrier with Air Arabia, based in the UAE capital.

018 | ATM YEARBOOK 2021

Sir Tim Clark announced he would step down as President of Emirates Airline at the end of June 2020 following 35 years with the carrier.

The 70-year-old British-born executive, who has spent his entire career in the aviation industry, has been instrumental in transforming Emirates into one of the world’s leading airlines.

“Through wars, economic recessions, disasters natural or man-made, and various industry upheavals, Tim has ably steered and grown Emirates to its standing today,” said HH Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline and Group, in a staff memo. In the wake of the pandemic, Sir Tim postponed his retirement, telling media in May 2020: “I have basically said I will stay for the time that it takes the management group that I am working with to get a way forward and then we’ll see after that how it goes on. I am probably fairly useful still because I have the experience and my instincts.”

2020 JANUARY

Australian bushfires – the moment of climate crisis: Attenborough British naturalist Sir David Attenborough said the December 2019 and January 2020 Australian bushfires proved climate change had reached “the moment of crisis”. In an interview with the BBC, he stated: “As I speak, south-east Australia is on fire. Why? Because the temperatures of the Earth are increasing. We have been putting things off year after year.

We’ve been raising targets, saying ‘oh well, if we do it in the next 20 years’… the moment of crisis has come.” Attenborough warned the world could no longer delay decisions. “This is an urgent problem that has to be solved,” he added. Australia’s devastating 2019-2020 bushfires impacted more than 13 million acres of land and left more than a billion animals dead.

Above: COVID hits aviation

“Experience has taught us that global co-ordination and co-operation, with collaboration between the public and private sector, is going to be vital in containing the spread of the Coronavirus throughout China and beyond. We analyse many global crises within the WTTC and previous cases have shown us that the economic losses from health epidemics are avoidable through the effective use of crisis preparedness and management procedures, as well as through managing public panic and making rational decisions through travel.”

Gloria Guevara, President and Chief Executive of the World Travel & Tourism Council (WTTC), on the COVID-19 outbreak, warning previous cases have demonstrated that closing airports, cancelling flights and closing borders could have a greater economic impact than the outbreak itself.

MARCH

ME aviation sector to take US$7bn hit In March, the Middle East’s aviation industry was bracing itself for a US$7 billion financial hit and up to 347,000 job losses due to the onset of the global COVID-19 pandemic. On March 19, the International Air Transport Association (IATA) revealed 16,000 passenger flights had been cancelled since the end of January and warned the slump would worsen if countries around the world continued to take “Draconian measures” to halt the spread of the virus. IATA added that Middle East airlines had lost $7.2 billion revenue as of March 11 while ticket refunds increased by 75% in 2020 compared to the same period in 2019. Eight months later, the picture looked bleaker.

Middle East airlines’ demand plummeted 86% in November year-to-year, following a 86.9% slump in October, said IATA. Capacity fell 71% and load factor declined 37.9 percentage points to 35.3%.

ATM YEARBOOK 2021 | 019

2020 Desert X, AlUla

MARCH

APRIL

Marriott launches Global Cleanliness Council Marriott International took the lead in rolling out new health and safety standards across its global portfolio, establishing a council of world-leading scientists, infectious disease specialists, microbiologists, hospitality professionals, food science and public health experts and water, hygiene and infection prevention solution providers.

The Marriott Global Cleanliness Council is dedicated to developing the “next level of global hospitality cleanliness standards” at the group’s hotels worldwide, with new measures already implemented including the use of electrostatic sprayers with hospital-grade disinfectant to sanitise surfaces. Other international hotel groups soon launched new enhanced hygiene programmes, including Hilton’s ‘CleanStay’ and Accor’s ALLSAFE programme.

Desert X makes AlUla debut Saudi Arabia’s first site-responsive exhibition, Desert X, debuted in AlUla, with striking large-scale installations, which were previously located on the site of the Coachella music festival in South California, built amongst the desert’s ancient canyons. The result of a collaboration between Desert X and the Royal Commission of AlUla (RCU), the outstanding showcase brought on board Saudi artists, who took their visual cues from the area’s extraordinary landscape and historical significance.

“Stopping the spread of COVID-19 is the top priority of governments. But they must be aware that the public health emergency has now become a catastrophe for economies and for aviation. The scale of the current industry crisis is much worse and far more widespread than 9/11, SARS or the 2008 Global Financial Crisis.

Airlines are fighting for survival. Many routes have been suspended in Africa and Middle East and airlines have seen demand fall by as much as 60% on remaining ones. Millions of jobs are at stake. Airlines need urgent government action if they are to emerge from this in a fit state to help the world recover, once COVID-19 is beaten.”

Alexandre de Juniac, former Director General and CEO, International Air Transport Association (IATA)

020 | ATM YEARBOOK 2021

MAY

Low risk of virus transmission on flights: IATA In May, the International Air Transport Association (IATA) claimed the virus transmission rate on board aircraft was low, even without special measures in place. It cited specific evidence, with contact tracing it conducted on several flights with symptomatic COVID-19 passengers revealing no onboard transmission. Studies conducted by IATA member airlines found similar results, it said. Key reasons for low transmission rate included: passengers face forward with limited face-to-face interactions; seats provide a barrier to transmission in the cabin; high air flow from ceiling to floor; and High Efficiency Particulate Air (HEPA) filters on modern aircraft clean cabin air to operating theatre quality, further assisted by high levels of fresh air circulation.

JULY

Dubai reopens international borders Having closed its borders, along with the other UAE Emirates, on March 25, 2020, Dubai reopened to visitors just over three months later on July 7. The emirate enforced strict entry requirements, with inbound travellers required to produce a medical certificate showing a negative COVID-19 test result within the past four days or undergo a mandatory PCR test at Dubai International Airport (DXB). Anyone testing positive for COVID-19 was taken to facility provided by the government for 14 days at their own expense.

DXB

SEPTEMBER

Abraham Accords make history, boost tourism On September 15, 2020, the UAE and Bahrain made history when they signed normalisation agreements with the State of Israel. Both deals (the Abraham Accords) were signed at the White House in Washington DC, with leaders from all three countries paving the way for bilateral trade and investments valued at billions of dollars and the start of lucrative cross-tourism opportunities for both parties. Shortly after the accords were signed, the UAE and Israel forged air transport agreements and multiple airlines have since launched services between the two countries, with routes including Tel Aviv to both Abu Dhabi and Dubai.

OCTOBER

Emirates first airline globally to cover passenger COVID-19 expenses Emirates became the first airline to cover its passengers’ COVID-19 costs. The airline pledged to pay medical expenses of up to EUR 150,000 (US$173,000) and quarantine costs of EUR 100 ($114) per day for 14 days should they be diagnosed with COVID-19 during their travels, while they are away from home. Other UAE carriers including flydubai, Etihad Airways and Air Arabia soon followed suit.

Emirates

DXB celebrates its 60th anniversary Dubai Airports marked the 60th anniversary of the official opening of Dubai International (DXB) on October 1, 2020. Over the past six decades, DXB has served 1.115 billion passengers travelling on more than 7.47 million flights connecting 240-plus destinations in 95 countries across the globe. The airport’s history is replete with examples of forward-thinking aviation firsts. It was the first airport in the Middle East to feature a gated terminal, along with the largest Air Traffic Control (ATC) tower when Sheikh Rashid terminal opened in 2000, and the first to launch e-gates in 2002.

In 2008, it opened the largest airport terminal in the world (Terminal 3) and three years later the world’s first concourse purpose-built for the A380 (Concourse A). DXB is home to the world’s leading international airline and duty-free retail operation. DXB became the world’s busiest international airport in 2014 and welcomed its billionth passenger in December 2018.

ATM YEARBOOK 2021 | 021

2021 DECEMBER

Doha, Qatar

IATA unveils its Travel Pass plans The International Air Transport Association (IATA) unveiled key design elements of the IATA Travel Pass, a mobile app to help travellers easily and securely manage their travel in line with any government requirements for COVID-19 testing or vaccine information. The following month (January), IATA partnered with Etihad Airways, Emirates and Qatar Airways to launch the Travel Pass for passengers, with trials following on selected routes from February.

JANUARY

AlUla Declaration ends diplomatic division “The reopening of airspace with Qatar

by Saudi Arabia, Bahrain, United Arab Emirates and Egypt is welcome news for the region, passengers and the aviation industry during these very difficult times.

It will permit the resumption of direct flights between these countries and Qatar, eliminating complex transit travel itineraries that saw typical journey times increase from under an hour to over five hours in some cases. The agreement also opens the door for the establishment of quarantine-free travel corridors, which will allow families and friends across the region to be able to reconnect and businesses trade more easily. And it will facilitate the transportation of COVID-19 vaccines globally given the region’s strategic location.”

Muhammad Al Bakri, IATA’s Regional Vice President for Africa and the Middle East.

His remarks followed the signing of the Al Ula Declaration by representatives of the UAE, Saudi Arabia, Bahrain, Egypt and Qatar at the historic GCC Summit in Al Ula, KSA, marking an end to diplomatic division in the region since June 2017.

022 | ATM YEARBOOK 2021

Premium Economy

Emirates in Premium Economy reveal Emirates unveiled its hotly anticipated Premium Economy product on its new flagship A380, with highlights including seats that are 19.5 inches wide, recline to eight inches in a cradle position and a generous pitch of up to 40 inches. The cabin is located at the front of the main deck. The new product and aircraft, which also features enhancements across all cabins, were deployed on one of the daily Dubai to London services from January 4, 2021.

Sheraton Grand Dubai

FEBRUARY

Sheraton’s new brand vision showcased in the Middle East Sheraton Hotels & Resorts unveiled its new brand vision, with two hotels in the Middle East among the first six to showcase the reimagination. Sheraton Grand Dubai, UAE and Sheraton Tel Aviv, Israel have both undergone a transformation, with more than 40 of the brand’s 446 properties globally following suit by the end of 2022. At the heart of the new Sheraton experience is the lobby, which has been reimagined as the ‘Public Square’ of the hotel – a holistic, open space that invites people to “join together or be alone amongst others, creating a sense of energy and belonging”.

DXB passenger traffic was down 70% year-on-year in 2020

DXB traffic slumps 70% year on year Just under 26 million customers travelled through Dubai International (DXB) in 2020, down 70% compared to 2019. December 2020 exceeded industry expectations, with passenger traffic reaching 2.19 million. Dubai Airports CEO Paul Griffiths said: “In the past year we have witnessed the most difficult circumstances the travel industry has ever faced. The impact of the COVID-19 pandemic has been felt not only in our sector, but across the entire world. These DXB passenger traffic figures are reflective of that testing environment, but also come with an element of hope and confidence.”

Lusail Towers

Iconic Lusail Towers announces hotel partners Following years of speculation, Katara Hospitality announced the two hotel brands that will occupy its iconic Lusail Towers development. On February 15, the Qatar-based developer signed a partnership agreement with Accor to debut Raffles and Fairmont in the two arching towers, which are an architectural translation of Qatar’s national seal, representing the traditional scimitar swords. Rising gracefully from podium level, one tower will be occupied by the six-star Raffles Hotel & Branded Residences and the other will play host to a five-star Fairmont Hotel, with both on track to open in 2022 before the FIFA World Cup tournament kicks off in the Qatari capital.

ATM YEARBOOK 2021 | 023

2021 Etihad Airways

Major tourism spend rebound predicted MARCH

Etihad passenger numbers down, cargo revenue up in 2020, airline reveals Etihad Airways reported a 76% fall in passengers, from 15.5 million in 2019 to 4.2 million in 2020. As a consequence of the pandemic and ensuing flight and travel restrictions, total passenger capacity was reduced by 64% in 2020 to 37.5 billion Available Seat Kilometres (ASKs), down from 104 billion in 2019, with the seat load factor declining to 52.9%, 25.8 percentage points lower compared to 2019 (2019: 78.7%). The airline recorded US$1.2 billion passenger revenues in 2020, down by 74% from $4.8 billion in 2019, due to fewer scheduled services and drastically fewer people travelling. The airline’s cargo operation, however, recorded an extremely strong performance, with a 66% increase in revenue from $0.7 billion in 2019 to $1.2 billion in 2020, driven by huge demand for medical supplies such as Personal Protective Equipment (PPE) and pharmaceuticals, paired with limited global airfreight capacity. Cargo yield saw an improvement of 77%.

AlUla airport gets nod to receive international flights Saudi Arabia’s General Authority of Civil Aviation (GACA) approved the landing of international flights at Prince Abdul Majeed bin Abdulaziz Airport in AlUla. The airport’s annual capacity has increased from 100,000 passengers to 400,000 and its area has increased to 2.4 million sqm, Saudi Press Agency (SPA) reported. The airport is among the 10 biggest airports in the kingdom and can accommodate up to 15 commercial aircraft at any one time.

024 | ATM YEARBOOK 2021

Middle East traveller spend on international leisure travel will exceed 2019 pre-COVID levels by 2024, according to a YouGov survey commissioned by ATM organiser, Reed Exhibitions. In 2019, international leisure travel accounted for 47% of overall travel spend compared to 37% spent on domestic leisure travel and 8% each on international and domestic business travel.

In 2020, spend on international leisure travel dropped to 20% of the amount spent a year earlier. However, this year (2021), spending compared with 2019 will recover to around 50%. It will increase to 75% in 2022, 95% in 2023 and will exceed pre-COVID levels by up to 10% in 2024, the survey found.

AlUla's airport

VACCINE TO SPARK ECONOMIC BOOM According to research by Tourism Economics and its parent company Oxford Economics, the vaccine rollout, pent up demand supported by high consumer savings, employment recovery and travel restrictions will motivate the return to global economic growth of 5.6% this year, the fastest economic recovery in 40 years.

APRIL

The MAX is back

Global tourism suffers major declines in January Global tourism slumped 87% in January 2021, according to the latest edition of the UNWTO World Tourism Barometer, with all regions suffering major declines due to “mandatory testing, quarantines, and in some cases the complete closure of borders”. Asia Pacific suffered the largest decrease in international arrivals (-96%) in the first month of the year due to travel restrictions followed by Europe and Africa (-85%) and the Middle East (-84%).

The UNWTO called for “stronger coordination on travel protocols between countries to ensure the safe restart of tourism and avoid another year of massive losses for the sector”.

ATM is now in its 24th year

flydubai resumes 737 MAX services Low-cost carrier flydubai relaunched its 14-strong fleet of Boeing 737 MAX aircraft on April 8, 2021. The decision was made after the aircraft received approval for a return to service from the UAE General Civil Aviation Authority (GCAA) and follows similar developments worldwide, with 14 carriers now operating flights using the 737 MAX. flydubai’s first resumed MAX route was Dubai International (DXB) to Sialkot International Airport (SKT) in Pakistan. Passengers are now notified in advance of travel if their itinerary includes a flight that is scheduled to be operated by a MAX. “The MAX is integral to flydubai’s fleet and we are confident in the aircraft and its capabilities,” said flydubai CEO Ghaith Al Ghaith.

Saudi leads world in projected hotel supply growth

87%

Global tourism slump in January

Saudi Arabia was leading the world in projected hotel supply growth as of March 2021, according to the latest figures from STR, the data benchmarking and analytics specialist for the global hospitality market.

The kingdom has 73,057 rooms across the Grand Hyatt Al three phases of the hotel pipeline with a Khobar Hotel 67.1% increase in room supply anticipated & Residences over the next three years. This increase, which assumes completion of all projects in construction, final planning and planning, is the highest among the world’s 50 most populated countries, STR found. While a significant portion of Saudi Arabia’s pipeline activity is concentrated in Holy City of Makkah where 28,052 rooms are under development, representing an 81% surge in hotel supply, several other submarkets are expected to increase supply by 50% or more, including Riyadh with 13,165 pipelined rooms (+75%), Jeddah with 11,165 rooms (+97%) and regional areas with 13,996 rooms (+80%).

The projected number of pipelined keys in Al Khobar and Dammam was 5,418 (+47%).

Credit: Grand Hyatt Al Khobar Hotel and Residences

ATM YEARBOOK 2021 | 025

Restarting Aviation Governments must collaborate to get the sector back on track, says Kamil Al Awadhi, Regional Vice President for Africa and the Middle East, International Air Transport Association (IATA)

T

he year 2020 brought an unprecedented challenge to the airline industry in the form of closed borders, strict travel controls and depressed travel confidence – all effects of the COVID-19 pandemic.

International passenger demand plunged by a dramatic 76% compared with 2019 – eight times faster than during the 12 months following the 9/11 attacks – considered to be the most severe aviation crisis prior to 2020.

Middle Eastern airlines reported the sharpest decline in international passenger demand in 2020 (-72.9%) due to their reliance on long-haul international routes, which are still largely closed. Annual capacity fell 63.9% and load factors plummeted 18.9 percentage points to 57.3%. December’s traffic was down 82.6% compared to December 2019, improved from an 86.1% drop in November.

The ongoing crisis puts more than 1.7 million jobs in the Middle East and $105 billion in GDP at risk. Re-establishing air connectivity is vital to economic recovery from COVID-19. With millions of jobs at risk from the prolonged shutdown, not a day should be lost once the epidemiological situation enables a re-opening. Restarting safely after a year or more in lockdown will need careful preparations. At the national level it is important that governments work with industry, so everyone understands the benchmarks that need to be achieved to

026 | ATM YEARBOOK 2021

facilitate the lifting of travel restrictions.

And at the regional level, where traffic is expected to ramp-up first, it is critical that governments are talking to each other so that all parties are aligned and ready for a restart.

This is a unique situation, but we have good practices to rely on. Safety is the priority for anything associated with aviation. That is because governments have long established global best practices for working together with industry and with one another. This same approach will help the re-start.

There are two critical areas where governments need to work together.

The first is on the operational restart, which will include bringing aircraft and terminals back into service. Airlines need to ready their crew, technical personnel and aircraft. After a year of lockdowns, this requires refresher training and checks. A regional overview is needed to ensure that one country’s restart qualifications are accepted by its regional partners and that sufficient infrastructure capacity is ready to meet demand as markets unlock.

The second priority for a restart is managing travel credentials. Testing and vaccinations will play a role in opening borders to travel as the pandemic comes under control. Simple, efficient, and harmonised standards for what credentials people will need to travel will boost consumer confidence and give strength to the recovery. Cooperation

“Airlines in the region received $4.8 billion in government aid in 2020”

for a harmonized implementation across the Middle East will put the region on a solid footing for recovery.

IATA has developed a solution called IATA Travel Pass to conveniently manage health credentials, while protecting against fraud. In in the Middle East, Qatar Airways, Etihad Airways and Emirates are already piloting the pass and Gulf Air is signedup for trials.

The region is at the forefront of preparations to restart, but there is a long way to go until things start to get back to any semblance of normal.

And for airlines that means that the financial trauma of the COVID-19 crisis continues. In 2020 Middle East airlines posted losses of $7.1billion in 2020; a loss of $68.47 for each passenger flown.

With traffic at less than 20% of 2019 levels, the cash burn continues even with severe cost-cutting.

Airlines in the region received $4.8 billion in government aid in 2020.

Most of this support ($4.1 billion) was distributed through direct cash injections. Despite this, several airlines in the Middle East remain at risk of bankruptcy or business administration.

A financially viable air transport sector will be needed to energise the recovery. Government relief for airlines has avoided massive failures that would jeopardise a restart.

This has not been uniform across the region. With no clear timeline to recovery the situation is far from resolved. Governments that have provided relief will need to be prepared for more and those that have not yet stepped-up must recognise the growing risks to their economies as the crisis drags on.

The bottom line is we need planning and cooperation between industry and governments, supported by global standards. The COVID-19 crisis has caused so much hardship. When governments are able to reopen their borders, we must be ready.

That means having the processes, tools, and standards to support a quick ramping-up of activity.

FAMILY VACATIONS AT ADDRESS HOTELS + RESORTS Spend quality time with your family at various locations across Address Hotels + Resorts. Book two rooms at either Address Dubai Mall, Address Dubai Marina or Address Boulevard and get 50% off the rate of the second room. Spend the day outside of the hotel with tickets to VR Park, Dubai Aquarium & Underwater Zoo or Dubai Parks & Resorts.

Terms & Conditions: •

Offer valid from 16 May - 30 September 2021

•

Entertainment tickets (VR Park, Dubai Aquarium & Underwater Zoo, Dubai Parks & Resorts) are per room, per stay.

•

Extensions / New bookings under the same guest name to extend their stay will NOT be entitled to additional entertainment tickets.

•

UBE members booking through the mobile app will receive an extra 5% discount.

•

Up to 2 adults and 2 kids below the age of 12 per stay.

Contact us on stay@addresshotels.com, T: +971 4 423 8888 to make your booking.

ADDRESSHOTELS.COM

Coming soon

A round-up of the most anticipated GCC project openings in 2021 and beyond

UAE

Abu Dhabi Midfield Terminal Abu Dhabi International Airport’s new $3 billion Midfield Terminal will span an area of 742,000 sqm and initially provide capacity for up to 30 million passengers a year when it opens in the fourth quarter of this year.

Al Qana National Aquarium, Abu Dhabi Spanning an area of more than 7,000 sqm, the UAE’s new national aquarium will be the largest in the Middle East when it opens this year. The facility will be home to more than 33,000 marine creatures and staffed by a team of 80 international specialists.

The aquarium will have a strong focus on sustainability, with all animals ethically sourced and extensive presentations focusing on conservation.

028 | ATM YEARBOOK 2021

Reem Mall – Abu Dhabi Set to become one of the UAE capital’s largest shopping and leisure outlets when it opens this year, Reem Mall will feature more than 450 stores including a hypermarket and four department stores; a multiplex cinema; and Snow Abu Dhabi, an 11,612 sqm snow park featuring 13 rides and attractions.

Dubai Creek Harbour Dubai Creek Harbour will be home to the city’s tallest tower, the $1 billion Dubai Tower, when it is completed. The six million sqm development will be twice the size of Downtown Dubai and feature waterfront eco-resorts, a marina and yacht club, as well as vast commercial and retail space.

Deira Islands This incredible waterfront city is spread across four manmade islands in northern Dubai close to the Sharjah border. When fully completed, it will add 40 km of coastline to the emirate, including 21 km of prime beachfront real estate. The development’s first resort, Riu Dubai, opened earlier this year offering 800 rooms and suites and a waterpark and the 1.9 km Souk Al Marfa with 2,500 shops and pavilions was due to open at time of press. Deira Islands will also play host to Dubai’s second-largest shopping mall, the $1.66 billion Deira Mall, as well as the Zombie Apocalypse Park (ZAP) entertainment zone, located in the Night Market district.

District 2020 Following the conclusion of Expo 2020 next year (March 2022), the event’s site in Dubai South will be transformed into a dedicated mixeduse business hub known as District 2020, which will promote and foster innovation. More than 80% of Expo 2020’s built environment will be repurposed in the transition to District 2020, with spotlight landmarks including Terra, the Sustainability Pavilion (pictured). Major expo digital services partners including Siemens and Accenture will base their regional headquarters at the site, while Dubai’s new landmark exhibition and conference centre will also be located there.

ATM YEARBOOK 2021 | 029

SAUDI ARABIA

AlUla Known for its natural beauty and archaeological diversity, this UNESCO World Heritage Site aims to attract two million tourists annually by 2035. Located 300 km north of Medina, it is home to ancient ruins and stunning landscapes that bring to mind Jordan’s famed Wadi Rum. While AlUla’s remarkable collection of historic sites are now open to visitors, ultimately, authorities plan for the area to become known as the world’s ‘largest living museum’ – home to galleries, museums and luxury eco resorts housing a combined inventory of 9,000 guestrooms. Aman Resorts and Banyan Tree have already signed agreements to operate luxury tented camps at this unique destination, while phase one of Habitas AlUla will open soon, offering 100 “experiential rooms” and Habitas’ signature “immersive programme”, which will “celebrate AlUla’s heritage and local culture”.

Diriyah This historic city, just 15 minutes north-west of Riyadh city centre, is being transformed into one of the world’s foremost lifestyle destinations for culture and heritage, hospitality, retail and education.

It will draw local and international visitors, thanks to the historically sensitive reimagining of the area and world-class entertainment and events. In line with design, development and preservation standards, master developer, the Diriyah Gate Development Authority (DGDA), will create an environment that enhances Diriyah’s national and international relevance, including the preservation of the At-Turaif UNESCO World Heritage Site, which sits at the heart of the development. When completed, the destination will offer more than 20 hotels, several museums and cultural attractions, outdoor plazas, shops and 100-plus places to dine. A 100,000 population will call Diriyah home while 25 million visitors are anticipated annually.

NEOM This incredible futuristic city is being built from scratch in north-west Saudi Arabia on the Red Sea, adjacent to the Jordanian and Egyptian borders, creating the region’s first trans-national metropolis. Described by Saudi authorities as a “civilisational leap for humanity”, NEOM is envisaged as a global hub for advanced research and development and will house cutting-edge industries from bio-tech to robotic manufacturing. It will also become one of the region’s premier business and tourism destinations, housing hundreds of hotels and resorts, a convention centre and dozens of leisure attractions. Comprising towns, cities, ports, enterprise zones, research centres and sports and entertainment venues, NEOM will also be the home and workplace of more than a million residents from around the world.

030 | ATM YEARBOOK 2021

Riyadh Metro The $23 billion Riyadh Metro ranks as one of Saudi Arabia’s largest urban construction projects to date.

Comprising six separate rail lines and 84 stations spanning a total length of 176 km, forms the backbone of Riyadh’s new public transportation system. Its anticipated capacity is 3.6 million passengers per day and the first phase of the service is scheduled to open in Q3 this year.

Jeddah Tower The $2 billion Jeddah Tower will eclipse Dubai’s Burj Khalifa and forthcoming Dubai Creek Tower as the world’s tallest building when it opens, rising to a staggering 1km. The centrepiece of the $20 billion Jeddah Economic City project, it will house a luxury hotel, residences, office space and an outdoor viewing platform that will double as an ‘air park’.

Qiddiya Located 40km from downtown Riyadh and being developed at a cost of $500 billion, Qiddiya is envisaged as the kingdom’s capital of entertainment, sports and the arts and at

334 sqkm, will be more than twice the size of Walt Disney World Orlando in Florida when completed. It will feature five zones: Resort Core, City Centre, Motion Zone, Eco Zone and Golf Community. The world’s largest Six Flags theme park covering some 32 hectares will be located in the Resort Core, as well as hotels

and other major tourism attractions. Qiddiya is also being pitched as a potential location for an F1 Grand Prix in Saudi Arabia while renowned golfer and golf course designer, Jack Nicklaus, recently confirmed he is designing a championship course in Qiddiya, his first in Saudi Arabia.

ATM YEARBOOK 2021 | 031

SAUDI ARABIA

Jeddah Waterfront Redevelopment The $4.8 billion redevelopment of Jeddah’s waterfront corniche is a long-term project that covers an area of five million sqm and will include a range of five-star hotels, retail and F&B outlets, museums and a marina. Construction is scheduled to be completed in 2027.

Red Sea Project The Red Sea Project is being pitched as “the world’s most ambitious luxury tourism development, offering an exclusive experience of unparalleled diversity for discerning global travellers”. This enormous tourism project encompasses an archipelago of more than 90 pristine islands, miles of sweeping desert and dramatic mountain landscapes. Highlights of the development, located on Saudi Arabia’s Red Sea Coast between the cities of Umluj and Al Wajh, will include a new airport, hotels, island resorts and luxury residences, multiple marinas, restaurants, and a variety of tourist attractions. The giga project will prove crucial to Saudi Arabia’s plan for attracting 31.5 million visitors annually by 2027 and will set a new standard for sustainable development, offering access to some of Saudi Arabia’s most important cultural treasures and protecting, preserving and enhancing the natural environment.

Amaala Located on the Red Sea coastline and set to become the ‘Riviera of the Middle East’, Amaala will focus on wellness and healthy living. The project will feature multiple marinas, a yacht club, art galleries, high-end wellness resorts and a host of additional tourist attractions, including a stunning amphitheatre (pictured).

032 | ATM YEARBOOK 2021

QATAR

Lusail City World Cup stadia Qatar is building eight stadia to host the FIFA World Cup Qatar 2022, each with its own distinct and unique design. For example. Al Bayt Stadium at Al Khor will resemble a large tent, in a nod to Qatar’s nomadic tribes; Al Rayyan Stadium will be a geometric structure that tells Qatar’s national story; and Al Thumama Stadium will resemble the Gahfiya – traditional headwear worn by men in the Middle East. The largest structure, Lusail Stadium, will be able to accommodate 80,000 fans and will host the opening and final games of the tournament.

Lusail City is a futuristic sustainable city covering 38 sq km and featuring some 19 multi-purpose residential, mixed-use, entertainment and commercial districts. The city will have its own tram network to reduce carbin emissions, which will connect to the new Doha Metro. The centre piece of the project is the iconic Katara Towers at Lusail Marina District, which will be occupied by two hotels – a six-star Raffles and a five-star Fairmont.

Qetaifan Island North Qetaifan Island North project is a new island destination, accessible from the mainland via two iconic hanging bridges. Part of the Lusail City project, it’s close to the 80,000-seat Lusail Stadium and 27km from Hamad International. It will be home to Rixos Doha Qetaifan, which will not only feature a 345-key hotel when it opens next year, but tourism attractions including a Souq, beach club, theme park and water park. The theme park will feature The Icon Tower (pictured), the world’s highest structure of its kind, standing 82 metres and promising visitors a memorable adrenaline rush. In addition, ADMARES Construction and Qetaifan Projects have joined forces to build 16 floating luxury hotels on the island. Bringing 1,616 rooms to market, the temporary properties are designed to host visiting FIFA 2022 World Cup fans. The four-storey structures will all feature a restaurant, lounge/bar and 101 Scandinavian-style rooms and when the tournament is over, they will be relocated and repurposed.

Hamad International expansion Hamad International Airport’s (HIA) is rolling out a multi-phased expansion plan to boost capacity and improve the passenger experience. Current works at concourses D and E aim to grow the airport’s capacity to more than 60 million passengers annually by 2022.

ATM YEARBOOK 2021 | 033

BAHRAIN

Bahrain International Airport expansion, Manama Bahrain International’s new 210,000 sqm passenger terminal finally opened in Q1 2021, increasing the airport’s capacity from around nine to 14 million passengers annually. It features a 4,600 sqm departure hall, 104 check-in counters, 36 passport control booths and 24 security checkpoints. The terminal is the centrepiece of the $1.1 billion Airport Modernisation Programme (AMP), one of the largest and most important projects in the kingdom’s history and the largest investment in Bahrain’s aviation sector for more than 20 years. Bahrain’s national carrier, Gulf Air, is now operating from this terminal.

Bahrain Metro Set to cover a total distance of around 109 km, the Bahrain Metro will feature driverless trains capable of transporting 43,000 passengers per hour.

The entire network is budgeted to cost $2 billion to build and will be implemented in four phases. The first phase, comprising two lines with a total length of 29km and served by 20 stations, is expected to be operational in 2027.

Bahrain Sports City This integrated sports district, which is being developed at a cost of $467 million, will be located near to the Bahrain International Circuit in Sakhir.

Highlights will include an international football stadium with capacity for 50,000 spectators as well as training pitches, an Olympic-sized swimming pool and other facilities.

034 | ATM YEARBOOK 2021

KUWAIT

Kuwait Entertainment City Kuwait’s new mega-tourism attraction, Kuwait Entertainment City, will replace an existing precinct by the same name, which has stood in the Al-Doha area since 1984. The new entertainment city will cover an area of 2,650 million sqm and will feature various themed areas, rides and live entertainment venues.

Kuwait International Airport expansion The $1.4 billion expansion of Kuwait’s international air hub is designed to boost overall capacity to 25 million passengers by 2025. Construction of a new, state-of-the-art terminal commenced in 2017. The facility, which will span four floors, will feature 120 check-in desks, 30-51 aircraft contact stands, and an automated baggage handling facility capable of processing almost 3,000 luggage items an hour. Other new developments include a multi-storey car park, taxiways and aprons.

Almost 40% of the project was completed at the end of 2020.

036 | ATM YEARBOOK 2021

Looking forward to

welcoming you next year

I’m wildly enthusiastic, always have been about Saudi. I will actually lead one or two trips this year… with my people to really show them what Saudi has to offer.

Then word of mouth will do the rest.”

TRAVEL ENTREPRENEUR GEOFFREY KENT, FOUNDER AND CO-CHAIRMAN, ABERCROMBIE & KENT

DID YOU KNOW? Visitors flock to Tabuk (pictured) in north-western KSA to explore its diverse terrain, ancient archaeological sites and the setting of the story of the prophet Moses, who lived east of the city for a decade.

Tabuk

Picture: Saudi Tourism Authority (STA); sources: Euromonitor International, STA, STR, Travel Weekly UK

$33.5bn

inbound tourism spend by 2025

10%

tourism’s targeted contribution to GDP by 2030

73,057

hotel rooms pipelined – a 67.1% increase in room supply over the next three year

1mn

tourism jobs created by 2030

78%

of Saudis are curious to explore their country

$4bn

ploughed into tourism development fund in June 2020

Saudi Arabia ATM YEARBOOK 2021 | 039

Destination Saudi:

welcome to Arabia

A

Maraya concert hall, AlUla

s global destinations go; Saudi Arabia is as new as they come. Once closed to international travellers outside of religious and business visits, the kingdom has recently opened its doors to the world under the reign of His Majesty The Custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud and His Royal Highness The Crown Prince Mohammed bin Salman.

040 | ATM YEARBOOK 2021

With the wheels in motion to completely transform the country’s socio-economic landscape under Vision 2030, it’s Saudi Arabia’s turn to shine as a new tourism destination, one that until now, has remained mysterious in the eyes of the international traveller.

Most travellers do not realise just how tourism- and tourist-friendly Saudi Arabia really is.

Firstly, and perhaps most importantly, its people are welcoming, friendly and

eager to open their arms to global visitors, proud of what their country has to offer.

Secondly, Saudi is a destination of unique experiences, cultural diversity and stunning natural landscapes.

It is home to more than 10,000 cultural heritage sites, extensive areas of unspoiled marine and on-land environments, varied local cultures and thriving modern cities, all largely unexplored by international leisure visitors.

For that reason, Saudi is also investing

This undiscovered and multi-faceted kingdom is on the brink of an unprecedented tourism boom

more in tourism than any country in the world. The large signature developments, known as giga projects, are becoming increasingly well known – and hotly anticipated – globally and it is these destinations within a destination, each unique and pioneering in its own way, that will play a pivotal role in telling Saudi Arabia’s story to the world.

At the same time, the country is investing in infrastructure and technology to ensure travelling to and through Saudi

is easier than ever, with billions ploughed into new airports and air links, high-speed rail networks, metro systems and more.

Crucially, with Vision 2030 calling for Saudisation – essentially, employing a much higher percentage of Saudi Nationals across all industries, including the tourism and hospitality sectors – significant funds are being designated to train tourism professionals, ensuring they deliver standout experiences to both domestic and international visitors.

DOMESTIC FIRST Saudi took the pandemic as an opportunity to focus on building its nascent domestic tourism industry, leveraging the wanderlust of a population that stood at 34.27 million as of 2019, according to the World Bank Having launched a successful ‘ Saudi Summer’ season in 2020, domestic tourism surged 30% versus summer 2019.

A recent Saudi Tourism Authority (STA) survey found around 81% of Saudis who had vacationed in various tourist

ATM YEARBOOK 2021 | 041 STA

STA

Al Baha – Saudi’s landscapes are pristine and largely undiscovered

INVESTMENT COUNTS At a time when most destinations are reducing both activity and spend, Saudi THE BIGGER PICTURE continues to up its investment in tourism With Saudi still in the building visitor infrastructure and promotion, particularly capacity phase, its successful domestic as international travel starts to resume. campaigns provided clear insight into In June last year, in the wake of the the capacity required as it prepared to pandemic, The Tourism Development welcome global travellers back into the Fund, as part of the National Tourism country.

Hotel rooms should not be an issue, with Strategy, pumped US$4 billion into launching equity and debt investment Saudi Arabia currently leading the world in projected hotel supply growth, according vehicles to develop the tourism sector in collaboration with the private sector and to figures revealed last month (April) by STR, the data benchmarking and analytics investment banks.

“The launch of the fund at this time, as specialist for the global hospitality market. the tourism sector faces unprecedented Saudi Arabia has some 73,057 rooms global challenges, is testament to investor across the three phases of the hotel and private-sector confidence in the longpipeline with a huge 67.1% increase in

042 | ATM YEARBOOK 2021

“We are positioning Saudi as a compelling destination for travellers seeking new, unexpected stories”

room supply anticipated over the next three years.

This increase, which assumes completion of all projects in construction, final planning and planning, is the highest among the world’s 50 most populated countries. While a significant portion of Saudi Arabia’s pipeline activity is concentrated in Holy City of Makkah where there are 28,052 rooms under development, representing 81% growth in hotel supply, several other submarkets are expected to increase supply by 50% or more. They include Riyadh, with 13,165 pipelined rooms (+75%), Jeddah with 11,165 rooms (+97%) and regional areas with 13,996 rooms (+80%).

Of the total rooms in Saudi Arabia’s pipeline as of March 11, 2021, 16,965 were scheduled to come online in 2021.

Under Vision 2030, the goal is to offer 500,000 rooms kingdom-wide by that date.

STA

destinations across the kingdom during the ‘Saudi Summer’ season were dazzled by the hospitality and rousing reception they received. Around 77% of Saudi tourists considered the domestic tourism campaigns a source of inspiration, while 73% were attracted by the diversity of the places they visited. Another 58% indicated they intended to continue their exploration of the kingdom’s tourist treasures during the winter season.

This was soon made possible, with the Minister of Tourism Ahmed Al-Khateeb announcing the launch of the ‘Saudi Winter’ season soon after.

Interestingly, 81% of Saudi tourists saw the summer as an opportunity to discover their country's diverse regions and people, while 77% found the country a great family destination.

Another 73% expressed their sense of pride in traveling within the country and 58% identified the vast culture and heritage offering as the most attractive factor.

NEED TO KNOW

term outlook for tourism in Saudi Arabia,” Minister of Tourism Ahmed Al-Khateeb said in a statement at the time. Saudi also currently leads the world in the scale of its investment in sustainable tourism. Developments like the Red Sea and Amaala are setting new global standards in the development and management of tourism in harmony with the natural world and areas such as AlUla and Diriyah, both UNESCO World Heritage sites, are demonstrating how unique heritage destinations can be developed in a way that is sensitive to the environment, protective of the destination, supportive of the local community and, of course, fascinating to both domestic and international visitors who are interesting in exploring the roots of Saudi’s story.

• To increase tourism’s contribution to GDP from 3% to more than 10% • To create one million extra jobs in tourism, reaching 1.6 million • To attract 100 million local and international visits annually

HOTEL MARKET UPDATE • 150,000 hotel rooms will be built over the next 2/3 years • 70% of these will be implemented by the private sector.

STA

TELLING THE WORLD Of course, marketing investment is key, and the STA’s mandate is to drive awareness of Saudi as a “compelling destination for the world’s cultural explorers”, explains Fahd Hamidaddin, CEO, STA. The authority is therefore building a global community of industry partners, opening 15 representative offices across key source markets to expand the reach of STA’s activities. Most recently, the STA established representative offices in London, Munich and Moscow to manage trade and marketing activities for the UK and Ireland; Germany, Austria and Switzerland; and Russia and the the CIS, respectively. The offices, which are staffed by full-time STA employees, will work with tour operators, travel agents and other industry stakeholders to build awareness of Saudi’s tourism offering. Hamidaddin says with new global offices instated and more to come – in China, India and the GCC in particular – as well as a successful 2020 domestic season under its belt, the

TOURISM GOALS BY 2030

STA is now working hard to maintain the momentum achieved over the past year.

He adds: “We are building on the success of multiple brand campaigns positioning Saudi as a compelling destination for travellers seeking the new, unexpected stories that make a journey truly memorable”.

• The kingdom, in cooperation with local and foreign investors and local investment funds, including the Tourist Development Fund, seeks to establish 500,000 hotel rooms countrywide by 2030.

THE TOURIST VISA The kingdom launched the tourist visa in September 2019, where citizens of 49 countries can receive the visa electronically, while holders of US, UK and Schengen visas can receive the visa upon arrival, and subjects of other countries can apply to attain the visa through visiting representatives of the Kingdom in their countries. The 49 countries account for 80% of tourist expenditure worldwide and host around 75% of seekers of luxurious tourist trips in the world.

Source: Ministry of Tourism of Saudi Arabia

Above: Jeddah is a thriving cosmopolitan city and a cultural tourism hub Left: Historic Diriyah, the original capital of the Saudi state

ATM YEARBOOK 2021 | 043

Arabian Q: How did Saudi Tourism Authority (STA) rise to the challenges and opportunities of 2020?

For us, 2020 was always going to be focused on developing and harnessing the country’s natural offering for explorers – both from Saudi Arabia and overseas.

We continued to develop our destinations – from the mountains of Asir and the magical Red Sea coast, to the ancient wonders of AlUla – to create an authentic Arabian offering combining iconic places, unexpected stories and unique experiences delivered with Saud’s legendary hospitality.

Over the past 12 months, our efforts have focused on the domestic market and through the successful launches of our seasonal campaigns, Saudi citizens and residents have been inspired to explore their own country, discovering the kingdom’s unique landscapes, cultures and hospitality in a way that many hadn’t before.

Despite the shutdown of international leisure travel, we increased year-on-year visitation and spend to target destinations within the country by more than 30% in the summer of 2020. In addition, through our close coordination with the Ministry of

044 | ATM YEARBOOK 2021

Saudi Arabia’s authentic natural beauty

Health and other government bodies, we were able to do it without a noticeable increase in COVID-19 infections. To international visitors yet to visit, I say, we are here, we are ready, and we look forward to welcoming you.

Q: The pandemic came at a time when Saudi Arabia had just kickstarted its international tourism campaign following the introduction of new visa rules – how have you maintained global visibility and whetted international traveller appetite for visiting the kingdom once ‘normal’ travel resumes?

It is clear that global appetite for exploring the world has not been lost – if anything, it is more alive than ever.

At a time where destinations are reducing both activity and spend, Saudi Arabia continues to invest in campaigns, programmes, infrastructure and people.

Tourism is a strategic industry for the future of Saudi and our mandate is to drive awareness of the kingdom as a unique tourism destination offering

Fahd Hamidaddin, CEO, STA

authentically Arabian experiences.

Saudi is a destination redolent of the mystique and romance of ancient civilisations, rich in iconic locations and unexpected stories delivered with the unparalleled hospitality for which Saudi people are renowned.

It is home to more than 10,000 cultural heritage sites, extensive areas of unspoiled marine and on-land environments, varied local cultures and thriving modern cities, all largely unexplored by international leisure visitors.

Earlier this year, we launched the biggest international destination marketing campaign in the country’s history, extending across 26 countries and 13 languages and spanning outdoor, broadcast and digital advertising.

It will be crucial for us to maintain momentum achieved over the past year, building on the success of both international and domestic campaigns, positioning Saudi as a compelling destination for travellers seeking new, inspiring stories that make a journey truly memorable.

STA

Authentically

With a rich natural, cultural and historical heritage and ambitious plans to create worldclass giga projects that preserve and protect all three, Saudi Arabia is an “extraordinary destination” that’s waiting to be discovered, says Fahd Hamidaddin, CEO, Saudi Tourism Authority

Q: What progress has STA made with Vision 2030’s ambitious tourism industry objectives?

Our strategy has been developed with one clear objective in mind: to secure 100 million annual visits to Saudi by 2030, comprising domestic and international travellers. The focus of this strategy is threefold: to build a leading tourism brand for Saudi, drive the number of visits, and increase tourism spend.

046 | ATM YEARBOOK 2021

We have used the past year to invest in our ecosystem, supporting local businesses in the private tourism sector to not only develop their offering, but build domestic demand, which is the bedrock of any country’s tourism industry.

The Saudi Summer domestic campaign, which ran between June and September 2020, generated a 33% increase in spending on hotels, restaurants, and recreation and cultural activities compared to the same period in 2019. Average hotel occupancy was at nearly 50%, with peak occupancy for some destinations at almost 100%.

By exciting and inspiring Saudis and residents to explore the many wonderful locations that Saudi has to offer, we’ve laid the foundations for our international tourism offering, to ensure a robust, healthy tourism sector for tomorrow.

Q: How does Saudi Arabia’s tourism offering meet the new traveller demands and expectations generated by the pandemic?

We have been and will remain committed to developing Saudi and its iconic locations in a way that is sustainable and responsible in preserving the country’s authentic natural beauty. Two fantastic examples of sustainable development in Saudi are AlUla and the Red Sea. AlUla is a place of great history. Its geography, geology and climate have enabled successive civilisations to flourish

“At a time where destinations are reducing both activity and spend, Saudi Arabia continues to invest in campaigns, programmes, infrastructure and people”

Saudi has plenty to offer adventure seekers

STA

Q: What’s the outlook for Saudi Arabia’s tourism industry in 2021?

As the world opens up, we know that health and safety will be at the forefront of every traveller’s mind and assuring our visitors and their families of a safe experience remains our priority.

We’ve continued to work closely with the Ministry of Health on robust health and safety standards and protocols across the entire tourism ecosystem.

We remain one of the only countries globally to offer free healthcare for anyone in Saudi – citizens and visitors alike – affected by COVID-19.

From a development perspective, Saudi is on a path of rapid growth and transformation and the different projects underway are testament to this.

We are fortunate that Saudi is already a destination of unique experiences, cultural diversity and stunning natural landscapes, and we are working to enhance our products and accessibility.

With five UN World Heritage sites and more on the consideration list for future designation, Saudi is an extraordinary destination for adventurers seeking to explore the authentic roots of Arabia.

As the world’s largest investor in sustainable tourism infrastructure and offerings, we are also setting new global standards in the development and management of tourism in harmony with the natural world with projects including the Red Sea and Amaala.

The heritage offering is also at the heart of the future of tourism in Saudi and through new sites like AlUla and Diriyah, travellers will have an opportunity to discover the roots of Saudi’s culture story.

We remain optimistic about the future of tourism in Saudi and our efforts for the next 12 months will expand the tourism offering, build the right partnerships and develop the wider ecosystem to make the benefits of tourism more available and accessible.

STA STA

Above:The magical Red Sea

Below: Tabuk's inspirational landscape

there. At the heart of AlUla’s development is a mission to safeguard the natural landscape for the local communities now and in the future with all hotels and leisure developments complementing and enhancing the natural landscape.

The Red Sea Project is a true benchmark of new global standards in sustainable development, maintaining the natural environment and protecting the destination for the future.

Key to this project is the use of advanced technology to preserve the environment, while, in a world first, the master plan is informed by the largest marine spatial planning simulation ever undertaken, further cementing Saudi’s position on the global tourism map. We also recognise that visitors are more aware of potential health issues than ever before.

Our track record of driving visitation while keeping COVID-19 infections to a minimum and our unique policy of providing free healthcare to people infected with COVID-19 while in the country, regardless of their nationality or visa status, should reassure travellers that Saudi is a destination that they can visit in full confidence that their health, and that of their loved ones, is a top priority.

ATM YEARBOOK 2021 | 047

ONE KINGDOM, MANY DESTINATIONS

EASTERN PROVINCE > Saudi Arabia’s Eastern Province stretches from the shallow shores of the Arabian Gulf through the palm-cloaked hills of Al Ahsa Oasis and deep into the sweeping dunes of the Rub' Al Khali, the world's largest sand desert. Historically, its position at the crossroads of the great civilisations of the Levant, Mesopotamia and India made it a thriving trade hub. And while Aramco’s oil and gas activities constitute much of the region’s economic activity today, for centuries merchants used it as an inland route, bringing frankincense, incense and other goods from ancient Yemen toward the great empires.

Best for: • Discovery in Al Ahsa, home to one of the world’s largest oases, the region’s first UNESCO-listed city and natural springs – climb Al Qarah Mountain for Al Ahsa views and explore Al Qarah Cave • Education in Al Khobar, where kids can take a tour into space or the human body at the Sultan bin Abdulaziz Science & Technology Centre, or take a dip at Half Moon Bay • Dune bashing and off-road adventures in the Empty Quarter • Winter camping on the coast at Kashtah

048 | ATM YEARBOOK 2021

Riyadh, the birthplace of modern Saudi Arabia, is where old-world charm meets 21st-century vision. Riyadh translates to ‘the Gardens’, a reference to the area’s past that dates back to the 14th century when the land was revered for its fertile soil, many canals and trees. Today, Riyadh Province, also known as Al Wosta, is home to the country’s capital: a modern metropolis with a thriving financial and business centre and a growing cultural scene.

It’s a city rich in history, boasting a myriad of forts, palaces and museums, and some of the country’s most colourful souqs. It’s also home to the country’s oldest university, King Saud University, one of the world’s tallest skyscrapers, Kingdom Centre, and more than 4,000 mosques.

Best for: • Heritage, with Diriyah, the ancestral seat of the Saudi royal family, home to the carefully restored mud-brick district At-Turaif, a UNESCO World Heritage Site • History, found at the superbly preserved Al Masmak Fortress, a vast clay and mud-brick citadel and the Saudi National Musuem • Panoramic city views, best seen from the 99th floor of the iconic Kingdom Centre • Culture, with the Antiquities Museum at King Saud University home to one of Saudi’s most important collections of ancient artifacts • Shopping at one of the city’s many mega malls • Dining at world-class restaurants, housed in the city's many luxury hotels.

STA

STA

RIYADH

< JEDDAH Over the years, no Saudi city has been more open to outside influencers such as traders, international artists and Makkah-bound pilgrims than the ancient port of Jeddah. Indeed, the city’s unofficial motto is Jeddah ghair,” or “Jeddah’s different.” Today, Jeddah is Saudi Arabia’s buzzing cosmopolitan hub, home to gleaming hotels and big-ticket events like the Red Sea International Film Festival, which takes place in late winter. The city’s heart is still intact in Al Balad, the magical historical quarter that has undergone a renaissance in recent years. And the Red Sea is still central to it all — for trade, for diving among pristine reefs, and for fishing for Jeddah’s legendary seafood. The city where Eve was laid to rest (according to local lore) is a beguiling mix of old and new, and one that remains gloriously different.

Best for: • Shopping, with new home-grown concept stores popping up all over town, plus multicultural souqs • Museums, including Nassif House Museum, Matbouli House Museum and Al Tayebat City Museum • Art galleries, including Athr Gallery, Saudi Centre for Fine Arts and Hafez Gallery • Dining, from quirky cafés and authentic street food to fine dining and Hejazi specialty restaurants • Architecture, with the evocative UNESCO-listed historical centre, Al Balad, a must visit, home to well-preserved ancient coral-stone merchants’ houses

STA

One of the kingdom’s 13 provinces, the Qassim region, is known for its wheat, which it exports heavily, and its dates, popular throughout the country. Perhaps this is why Qassim is also called the ‘food basket’ of the country.

The area is actually relatively rich in water and has soil and a climate that is suitable for growing most crops, including grapes, oranges, lemons, grapefruit, mandarin oranges, pomegranates and many vegetables.

The main market in Buraydah, the province’s capital city (inhabited by around 60% of the region’s total population), offers a variety of dates year-round. If you’re visiting at the end of the summer, you might catch the annual Buraydah Date Festival, a 35-day event, which draws farmers and tourists from neighbouring regions and

countries every year to sell dates and date by-products, like date syrup. Qassim has a desert climate, with long, hot summers and short, mild winters, and there’s little precipitation, so it’s a great place to get out and explore. It’s also home to multiple museums, including Buraydah Museum where you’ll find a big white Cadillac used by King Abdulaziz during his visit to the city and Aloqilat Museum featuring 10,000 rare documents.

Roughly 50km northwest of Buraydah, Ayun Al Jiwa (‘the valley’s pond’) is an ancient oasis famous for the societies that once called it home. Humans have lived in Uyun Al Jiwa since at least prehistoric times and you can still see Thamudic (an ancient Arabian tribe) inscriptions carved on rocks in the area.

STA

QASSIM REGION >

VISIT: WWW.VISITSAUDI.COM

ATM YEARBOOK 2021 | 049

Flying High

Captain Ibrahim S. Koshy, SAUDIA CEO of SAUDIA Air Transport Company outlines the airline’s remarkable achievements during one of the most challenging years on record for the aviation sector

Q: How did SAUDIA respond to the unprecedented challenges of 2020?

SAUDIA was able to demonstrate extraordinary resilience in the face of the challenges of 2020 with the help of our proactive short- and long-term strategies, operational flexibility, the dedication of our team and the government’s initiatives to mitigate the impact of the crisis. Even before COVID-19 was classified as a pandemic, SAUDIA adopted a series of precautionary measures to build the confidence of our passengers and people. Our safety measures introduced early on included a contactless check-in process and UVC Disinfection system hospital-grade aircraft cleaning after every flight.

During the period of flight suspensions, we used the time to implement many safety measures and train our employees on the latest health and hygiene protocols, besides optimising the route network and fleet strategy.

We also used the downtime to improve our in-flight facilities to deliver an enhanced passenger experience when air traffic returns to normal.

At the same time, we ensured the team was always ready and well positioned to facilitate the easy and expeditious resumption of services.

Q: What have been the airline’s greatest achievements during the pandemic?

Despite the challenges of the COVID-19 situation, we were able to celebrate several inspiring milestones last year. An important achievement was adding Amsterdam as a new destination on our international network.

We are also now operating from our new Jeddah

050 | ATM YEARBOOK 2021

hub, providing seamless connectivity for transit traffic and domestic travellers flying onwards to international destinations. The safety and hygiene standards on board our aircraft were recognised internationally, earning us a 5-star Global Airline rating and the Diamond status ranking at the APEX Health Safety Awards.

The recent financing agreement worth SAR11.2 billion (US$3 billion) signed by Saudi Arabian Airlines Corporation with a consortium of six local banks is the largest deal in the history of Saudi Arabia’s aviation sector. It will support the expansion of SAUDIA’s fleet and our network of international destinations.

We are proud the market continues to have strong confidence in our future projects and expansion plans.

We also take pride in our contributions to Saudi Arabia’s inclusion in the ‘Top 10 Busiest International Routes’ and ‘Top 10 Busiest Domestic Routes’ lists by Official Airline Guide (OAG), recently.

Captain Ibrahim S. Koshy

Q: What is SAUDIA’s 2021 strategy?

SAUDIA is proceeding with preparations to restart services across the full network, in line with the Saudi government’s decision to open international flights on May 17.

We hope to resume flights to all our destinations across four continents, covering major global gateways and popular tourist destinations.

We have already commenced the trial of the IATA Travel Pass on the Kuala Lumpur – Jeddah route to

“SAUDIA was able to demonstrate extraordinary resilience in the face of the challenges of 2020”

support the global efforts led by IATA to streamline and restart travel.

SAUDIA’s passenger numbers are expected to grow significantly, based on the strength and effectiveness of the safety measures on board our flights.

Q: With Saudi Arabia targeting potential international tourism markets, what role will SAUDIA play in facilitating this?

As the airline returns to international travel across all of its routes prior to the pandemic, one of SAUDIA’s objectives is to support Saudi Arabia’s national civil aviation strategy, which is to develop and facilitate air bridges so that the tourism sector is well supported with flight connectivity.

On certain routes where there is incremental growth projected, we are agile with our network planning and evaluate where we may increase the flight frequency in order to accommodate a larger group of travellers.

SAUDIA has several communications and marketing campaigns that run in specific markets; we are looking to expand those further and speak to new audiences, utilising our outstations offices and travel trade network.

Q: How has the pandemic impacted your business development strategy?

SAUDIA’s proactive safety measures have gone a long way in assuring our guests of a safe and hygienic travel experience besides world-class service standards.

We have tied up with leading global brands as part of our continued efforts to reassure our guests about our safety measures, due to which we anticipate a further increase in passenger numbers in 2021.

Besides, SAUDIA has strategically evaluated its fleet and seat capacities to ensure the optimal allocation of resources by matching capacity and demand.

SAUDIA will continue to contribute actively to developing the kingdom’s strategic sectors including tourism and logistics and we are committed to supporting the Saudi Vision 2030 objectives to attract 100 million tourists and 30 million Umrah pilgrims annually. The

Top: SAUDIA’s fleet comprises state-of-the-art Airbus and Boeing aircraft Above left: SAUDIA earned Diamond Status at the APEX Health Safety Awards.

Above right: The new B787 Business Class

ATM YEARBOOK 2021 | 051

Safety and comfort are passenger priorities

“What the pandemic did for our leadership team was to reinforce our strong safety culture”

ongoing social and economic reforms in Saudi Arabia and the kingdom’s growth as a hub of tourism and business is certain to boost the aviation sector in Saudi Arabia and SAUDIA’s expansion strategies have been formulated to enable us to capture a sizeable market share when the travel sector rebounds.

Top: Jeddah’s new King Abdulaziz International airport is SAUDIA’s hub Abvove: Contactless check-in

052 | ATM YEARBOOK 2021

Q: What do you believe are the key priorities of today’s air passengers and how will SAUDIA meet these revised needs and expectations?

Health and safety are among the important priorities of today’s air passengers, in addition to comfort, value, and convenience.

Airline companies the world over will have to look at novel ways to combine the hygiene factor with passenger convenience.

As an industry leader in both these aspects, SAUDIA will continue to explore innovative ways to improve its world-class passenger experience while ensuring the highest standards of hygiene and safety.

Q: How did the pandemic change your personal outlook on leadership?

Rather than it be a challenge, what the pandemic did for our leadership team was to reinforce our strong safety culture and SAUDIA’s placement of safety as the paramount importance across all our operations.

We ensured our team members knew that SAUDIA’s first and foremost priority was their safety and that of our guests. We are all proud of all team members for their flexibility, dedication and commitment to excellence as we made several temporary changes to the network and operating schedules.

Emirates now operates more than 240 aircraft Q: What do you believe are the biggest

opportunities for SAUDIA in the future?

Jeddah’s new King Abdulaziz International airport – SAUDIA’s main hub – provides an opportunity to connect guests to a wide array of global gateways.

With the opening of the new airport, we have optimised the route network by scheduling flights that connect well to onward destinations, for seamless connectivity.

As the majority of Jeddah-bound traffic is for Umrah religious pilgrimage purposes, there is a substantial opportunity to carry a larger volume of guests, with more boarding gates and overall airport facilities to accommodate the increase in travel demand.

SAUDIA’s fleet comprises the most modern, state-ofthe-art Airbus and Boeing aircraft offering guests the latest inflight entertainment capabilities, in a modern spacious layout. As additional new aircraft join the fleet, guests will be able to benefit from the convenience of a travel experience that includes features such as a zerocost social media message plan and up to 5,000 in-flight entertainment hours.

EXPLORE THE NEW HORIZONS OF HOSPITALITY

NORTH COAST RIYADH

Q: What sets Diriyah apart as a unique giga-project?

I always say, ‘there is only one Diriyah’.

No other giga-project offers the unique combination of proximity to Riyadh along with the truly significant Jewel of the kingdom, At-Turaif.

In 2010, At-Turaif was designated a World Heritage Site by UNESCO due to several qualities including its oasis, its architectural and decorative style and its distinction as an area representing a significant phase of human development.

At-Turaif is the original home where the Saudi Royal Family rose to prominence and is located almost in the centre of the kingdom as one of its most significant cultural heritage sites. Throughout its beautiful typography and winding valleys and amid the mud-brick former palaces of Salwa, Saad Al Saud and Al Nasser, a myriad of treasures await discovery.

Founded in the 15th century and declared the capital of the First Saudi State in 1744, Diriyah established what is known today as modern-day Saudi Arabia; uniting all corners of the diverse and culturally rich destination as the birthplace of the kingdom.

At-Turaif has now been sensitively and painstakingly restored ahead of its forthcoming opening, meaning this is the first time that even the domestic market will have been able to visit this site in recent history.

We believe this site will become a key driver for tourism to the kingdom and will become Saudi Arabia’s iconic must-see attraction.

The restoration of At-Turaif also highlights DGDA’s unique role as a custodian of the local community, with the mandate to protect and preserve while creating a development for the future – this mandate is unique amongst the giga-projects.

Q: What are the key components of the Diriyah project and how is it shaping up in 2021?

This is a SAR 75 billion (US$20 billion) lifestyle and hospitality development, which on completion, will feature world-class cultural, entertainment, retail, hospitality, educational, office and residential space.

2021 will mark several key milestones with Bujairi Dining Destination set to open at the end of the year.

The restoration of the historic valley, Wadi Hanifah, has also begun, running for 110km from one end to the other end of Riyadh, with DGDA obtaining two square kilometres as part of its masterplan.

With a focus on rejuvenating and restoring

054 | ATM YEARBOOK 2021

There is only one Diriyah

Jerry Inzerillo, CEO, Diriyah Gate Development Authority (DGDA), explains the pivotal role this gigaproject of immense cultural and historical significance will play in putting Saudi Arabia on the global tourism map

ATM YEARBOOK 2021 | 055

the Wadi palm groves, which were a big part of life hundreds of years ago and the earliest traces of humanity in this region.

We want to restore the palm groves and historical agriculture, as well as create a range of recreational opportunities including bike tracks and horse bridle paths, in addition to cultural experiences.

Whilst not a restoration project, one of the first areas to benefit from the transformation is the existing Bujairi district, which later this year, will be the first of several areas of Diriyah to undergo a major upgrade, significantly beautifying the area, improving infrastructure and enhancing the quality of life for the community. Bujairi will be home to Riyadh’s new premium dining hub, offering uninterrupted views of At-Turaif; the Diriyah Art Oasis – one of Saudi Arabia’s first arts centres dedicated to contemporary art; and the luxury Samhan Heritage Hotel.

Q: What type of visitors do you envisage the development will attract?

We are operating a local-first strategy, aiming to attract our Diriyah and Riyadh communities initially and then the wider KSA, GCC and international markets respectively. We are targeting intellectually curious repeat visitors; those who will come to Diriyah repeatedly to discover all there will be on offer. We believe COVID-19 represents a seismic shift for the leisure and tourism industry, with a higher proportion of Saudis holidaying at home and international travellers taking fewer, Sunset at but higher quality holidays. So, the competition Bahrain Fortto attract those travellers is even greater and we’ll be engaging with discerning audiences who demand value and meaning from every trip.

Diriyah will attract travellers who are independent and curious, appreciating that it’s an authentic destination with culture and heritage at its heart. It will appeal to those who are keen to be among the first to witness great change in its infancy. Saudi Arabia is one of the world’s final frontiers and we’re super excited to welcome

The mud-brick former palaces of Salwa

056 | ATM YEARBOOK 2021

a broad and varied cross section of consumers to visit us in the near future.

Q: How do you believe it will change perceptions of what Saudi has to offer as a tourism destination?

As Saudi Arabia was closed outside of

“We believe this site will become a key driver for tourism to the kingdom and will become Saudi Arabia’s iconic must-see attraction” Emirates now operates more than 240 aircraft

SAMHAN HERITAGE HOTEL religious and business tourism prior to the reign of His Majesty The Custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud and His Royal Highness The Crown Prince Mohammed bin Salman, there were few sources of information about the tourism potential of the country in the wider public domain.

Due to this lack of exposure and information, preconceptions have arisen purely through a lack of understanding and knowledge. But now, as the kingdom opens up to the world, people will begin to see the true Saudi Arabia, which is a staggeringly beautiful and scenically varied nation, with warm and hospitable people. The giga-projects, including DGDA’s development, can help tell this story to the world.

Of course, there will be challenges and no destination can expect change to be seamless, but what visitors to the kingdom always remark upon is the incredible hospitality and welcome they are met with when they travel to and within the nation.

This innate hospitality, which welcomes strangers, is at the very heart of the Saudi Arabian culture and I believe this will break down barriers and be one of the reasons – along with the incredible history, diverse scenery and iconic typography – the nation has the makings of a successful tourism destination.

Q: What contribution will the project make to Saudi Arabia’s tourism industry?

The long-term goal is to welcome 27 million visitors by 2030. Upon completion, the development will add SAR 27 billion ($7.2 billion) to Saudi Arabia's GDP and provide 55,000 job opportunities.

We are located within 15 minutes of Riyadh’s city centre, which

The luxury Samhan Heritage Hotel, the first of several luxury properties planned for Diriyah, will be nestled among the natural beauty of Samhan district and Wadi Hanifah, just minutes from the At-Turaif UNESCO World Heritage Site. Guests will enjoy a traditional Najdi hospitality experience and a sense of past meeting present. The original footpaths of Diriyah’s kings and heroes will be recreated within the grounds, which will connect the unique Najdi-style courtyard rooms. The construction of the 141-room hotel includes the restoration and rebuilding of the existing mud structure to maintain

the original historical look and impression of the area.

Sustainability and energy efficient systems will be essential components of the project. Rooms and suites will celebrate the beauty and serenity of Najdi architecture and interiors, with traditional timber ceilings, adobe material finishes and the use of traditional Najdi patterns reflected in the walls, windows, doors, and fabric patterns. The three restaurants and lounges will serve local delicacies, while on-site facilities will include a spa, indoor pool, a ballroom and meeting venues with rooftop terraces overlooking Diriyah and the Samhan district.

ATM YEARBOOK 2021 | 057

“As the kingdom opens up to the world, people will begin to see the true Saudi Arabia”

There is only one Diriyah, says Inzerillo

means we are building an iconic destination for the citizens of Saudi Arabia as well as overseas visitors.

Due to our proximity to Riyadh and King Khalid International Airport, we have the opportunity to become the gateway to tourism in Saudi Arabia.

My belief is that At-Turaif will become synonymous with tourism and an internationally recognised global landmark in the way that the Colosseum is to Rome or the Acropolis is to Athens.

Q: How does Diriyah meet Vision 2030 goals?

Vision 2030 is the ambitious and far-reaching strategic blueprint to transform and modernise Saudi Arabia, creating new and diverse sources of revenue and job creation. Clearly tourism plays a huge role in this and the giga projects are critical to the success of the pledge to raise tourism revenue from the current 3% of GDP to 10% by 2030.

From a wider socio-economic standpoint, COVID-19 has taught us that we are all globally inter-related.

Socio-economic disparities have been exacerbated and highlighted throughout the pandemic, which has thrown the spotlight on society’s role and responsibility to help the disadvantaged.

DGDA is at the forefront of policy drivers to encourage a fair and level playing field for employment, and in particular, is encouraging the role and prominence of women within the organisation.

To date, 36% of our staff are female, with 16% in management positions, in line with Vision 2030’s pledge

058 | ATM YEARBOOK 2021

to increase female employment in the workforce from an average of 22% to 30%.

DGDA is proactively leading the charge. We feel it’s the duty and responsibility of the giga projects to forge ahead and set an example in the kingdom.

While Diriyah is designed to welcome tourists, it will also be a ’living city’ – a vibrant place with modern infrastructure that puts the local community first, creating employment and opportunity for Saudi nationals. Alongside the hospitality offering will be educational and cultural establishments fulfilling aims to improve quality of life standards for kingdom residents and positioning DGDA as a good neighbour.

Q: How does Diriyah's proposition tap into global travel trends that have been accelerated by the pandemic?

We are ensuring Diriyah offers a responsible and mindful tourism proposition. At our heart is the drive for authenticity and integrity.

This can be witnessed in the sensitive preservation of our UNESCO site At-Turaif and the careful renewal of the historic Wadi Hanifah. We are custodians of great heritage and significance as the location of the birthplace of the House of Saud and our mandate is to preserve this for the community and generations of residents and travellers to come.

This aligns to the mindful traveller of the future who is seeking authentic, fulfilling experiences that nourish the mind and soul.

THE ROLL OUT OF DIRIYAH 2021

• Bujairi Dining Destination will open at the end of 2021

• The first phase of Wadi Hanifah historic valley due for completion

• Wadi Hanifah's first farm, At-Turaif South Park, will open in Q3, 2021

2022

• Diriyah Art Oasis, one of Saudi Arabia’s first arts centres dedicated to contemporary art, to launch

• Samhan Heritage Hotel will open its doors to guests

ar a ng g Te Nu sa Ea st Ba jo , La bu an

M a

us

tN

es

W a, ik al

d an ra

ga

ng

Te

r,

du

bu

ro

Bo a

av

lJ

ra

nt

Ce

Lake Toba, North Sumatra

FOR YOUR SAFETY #InDOnesiaCARE

www.indonesia.travel

Likupang, North Sulawesi

A journey through time The Royal Commission for AlUla's Chief Destination Marketing and Management Officer, Phillip J. Jones, invites you to explore a living museum of natural and manmade wonders 060 | ATM YEARBOOK 2021

F

or thousands of years, north-west Saudi Arabia attracted people who came to take advantage of the abundant resources offered by its fertile oases. AlUla was one of them, becoming a vital crossroads along the famous incense-trading routes running from southern Arabia to Egypt and beyond and offering respite for weary travellers – a place to rest, commune and recharge. AlUla was also capital of the ancient kingdoms of Dadan and Lihyan, which controlled the caravan trade. The site of Hegra, a UNESCO World Heritage Site, was the principal southern city of the Nabataean kingdom, famed for its spectacular monumental tombs.

Today, Old Town AlUla is an abandoned labyrinth of streets tightly packed to create a defensive wall, and seemingly built over an ancient settlement.

This largely undiscovered expanse holds a timeless mystery that has been carried through its complex history. Layer upon layer of human history and a wealth of nat-

Incense Road, AlUla Old Town

ural wonders are waiting to be explored, from dramatic rock formations and sandswept dunes to archaeological ruins that trace the lives of the ancient cultures who built cities here. Given AlUla's significance as a place of extraordinary human and natural heritage, The Royal Commission for AlUla (RCU) was established by royal decree in July 2017 with a mandate to protect and safeguard the area.

RCU is now embarking on a long-term plan to develop and deliver a sensitive, sustainable transformation of the region, reaffirming it as one of the country's most important archaeological and cultural destinations and preparing it to welcome visitors from around the world.

The commission’s development work in AlUla encompasses a broad range of initiatives across archaeology, tourism, culture, education and the arts, reflecting the ambitious commitment to cultivate tourism and leisure in Saudi Arabia, as outlined in Vision 2030.

THE JOURNEY THROUGH TIME Last month (April 2021), His Royal Highness the Crown Prince Mohammed bin Salman, Chairman of the Royal Commission for AlUla, launched The Journey Through Time Masterplan for AlUla (JTT MP1), designed to immerse visitors in 200,000 years of natural and human history.

This visionary masterplan sets out a 15-year programme to responsibly and sustainably develop the core historical area of AlUla. It contributes to the advancement of Saudi Arabia’s Vision 2030, opening a new chapter in the development of AlUla as a Living Museum while accelerating the growth of a diversified economy and vibrant community. JTT MP1 will transform AlUla into a global destination for heritage, arts, culture and nature. Key features of the plan are: Five districts spanning the 20km heart of AlUla will serve as waypoints on the Journey Through Time, from Old Town in the south to Hegra Historical City in the north, each shaped by the site’s natural and cultural heritage.

The districts are AlUla Old Town (District 1); Dadan (District 2); Jabal Ikmah (District 3); Nabataean Horizon (District 4) and Hegra Historical City (District 5). Each will focus on an existing heritage site and will be traversed by AlUla’s ancient oasis.

A 9km section, representing the heart of the Cultural Oasis, will be fully rejuvenated, starting in AlUla Old Town.

Fifteen new cultural assets, including museums, galleries and cultural centres will serve as key landmarks across each district.

The 20km Wadi of Hospitality running along the ancient oasis’ bed will connect the five districts and act as the green pedestrian ‘spine’ of The Journey Through Time.

A 46km low-carbon tram line will connect AlUla International Airport to the five districts.

A scenic roadway, as well as bicycle, equestrian and pedestrian trails will promote a smooth and experiential approach to mobility, championing lowcarbon journeys.

The wadi and the low-carbon tramway will mostly follow the route used by pilgrims on the Hijaz Railway for many centuries before, ensuring a memorable

“With AlUla’s masterplan, Saudi Arabia is setting out an agenda to tackle some of the most pressing challenges for humanity” civilisations that have inhabited this area for more than 7,000 years, including the ancient kingdoms of Dadan and Lihyan and the magnificent Nabataeans, who built the city of Hegra.

visual and interpretive experience of the transition from oasis to desert.

Adding 5,000 additional room keys into the overall target of 9,400 keys by 2035, each district will offer its own tailored blend of living and hospitality options, ranging from hotels and eco-tourism resorts to luxury lodges and canyon farms carved into the sandstone rocks.

The Kingdoms Institute, a flagship component of the plan, will be a global hub for archaeological knowledge and research dedicated to the cultures and

From Top: AlUla's famous rock formations Many civilisations have prospered in AlUla AlUla is a playground for lovers of archaeology

THE WORLD’S LARGEST LIVING MUSEUM The Journey Through Time Masterplan represents “the most important part of AlUla’s development to date”, stresses Phillip J. Jones, the RCU’s Chief Destination Marketing and Management Officer. “It is the first masterplan to be announced that covers the core heritage area of AlUla and integrates AlUla’s most precious heritage sites. It will shape AlUla as a vibrant society and the world's largest living museum.”

The masterplan also celebrates AlUla as a cultural landscape (according to UNESCO’s definition of Cultural Landscapes) – one of unique scale and importance, with more than 200,000 years of human and natural heritage and more than 20,000 square kilometres of sandstone cliffs, volcanic plateaus, desert valleys, a historical oasis and ancient cities of Arabia. Explaining its broader

ATM YEARBOOK 2021 | 061

partners”, is another charter cornerstone, says Jones. Aligned to The Saudi Green Initiative, the regeneration of AlUla is underpinned by a strategy to rehabilitate the land and reverse the course of desertification in the area.

“Thanks to a rejuvenated Cultural Oasis, the development of 10 million square metres of green spaces and increased natural vegetation cover, AlUla’s Journey Through Time Masterplan protects and enhances the integrity of the local environment and is fully aligned with the kingdom’s ambition to reduce carbon emissions by 60%, plant 10 billion trees and increase the green areas by a factor of 12 in the next few decades,” Jones explains.

significance, Jones continues: “With AlUla’s masterplan, Saudi Arabia is setting an agenda to tackle some of the most pressing challenges for humanity, proposing comprehensive solutions as a contribution to the world. These include coexistence between humanity and nature; cultural heritage for the entire world; and sustainable development and economic growth.”

AN INTEGRATED APPROACH With sustainable development intrinsic to transforming AlUla, The AlUla Sustainability Charter sets 12 framework principles guiding the area’s future development to create a new path focused on protection and preservation.

Jones says the charter “sets the groundwork for an innovative and integrated approach to sustainability”, with the roadmap encompassing “economic, environmental and social sustainability to move from responsible development to sustainable development”.

Underpinning the charter is a zerocarbon policy supported by circular

062 | ATM YEARBOOK 2021

economy principles, with a view to being zero carbon-neutral by 2035 for local emissions (excluding air travel and food imports). Other priorities include increasing the share of renewables for water heating and power; enhancing landscaping and land regeneration; reducing space cooling consumption and methods; implementing cradle-tocradle solutions to expand on the use, recovery and reuse of safe and healthy products and materials; and setting out specific resiliency policies to prepare for anticipated and unexpected manmade or natural threats. An inclusivity framework ensuring that “AlUla’s people, guardians of AlUla’s ancestral values, techniques and traditions over millennia, are central to the long-term success of AlUla’s future development as primary beneficiaries and

Clockwise from top: AlUla promises authentic and natural experiences Historical monuments define AlUla Luxury tent in the Ashar Valley

RESPONSIBLE TOURISM The masterplan also embodies RCU's commitment to community inclusivity.

“Fully embedded within the plan, new community-driven services, amenities, as well as cultural and educational facilities will together create a stronger tourism, cultural and agricultural economy for AlUla,” says Jones.

“The economic growth will not only grow AlUla's pool of talents within a local community that has acted as guardians of ancestral values, techniques, and traditions over millennia, it will also nurture a thriving and vibrant society in a great place to live, work and explore.”

For visitors, AlUla’s core appeal as a destination is its authenticity. It is an “ancient land of deep cultural and historical significance that hasn’t been explored yet by the modern traveller”, says Jones, one with a “unique desert landscape, impressive natural and manmade monuments, canyons, valleys, volcanic plateaus and desert oases”.

He adds: “The preserved remnants found amidst the destination’s monumental natural edifices tell stories of thousands of years past and unveil mysteries of long forgotten customs and traditions. In addition to its historical significance, AlUla is a leading destination for adventure travel with a marvellous landscape perfect for hiking, cycling, zip lining, quad biking, trekking and much more.” In recent years, AlUla has also become an international cultural hub for world-class events in many fields including sports, music and arts, he adds.

Jones says AlUla’s development will set

ALULA IN NUMBERS

Hegra

ON COMPLETION IN 2035, THE ALULA DEVELOPMENT PROGRAMME WILL: • Welcome 2 million people annually • Offer 9,400 hotel keys • Create more than 38,000 jobs • Contribute SAR 120 billion to the kingdom’s GDP • Grow a diversified multi-sector economy • Increase population growth to 130,000 • Protect 80% of the county as natural reserve areas THE JOURNEY THROUGH TIME MASTERPLAN INCLUDES: • 5 distinctive districts • 5 key heritage sites • 15 cultural assets • 5000+ hotel keys • 9km rejuvenated Cultural Oasis • 10 million sqm of green and open spaces • A 20km public realm, the Wadi of Hospitality • A 46 km low-carbon tram system

the benchmark for sustainable tourism with a focus on conservation and lighttouch tourism experiences. AlUla has already taken significant steps in the area of conservation, with efforts to restore, protect and conserve the sensitive ecosystem native to AlUla already underway at Sharaan Nature Reserve.

“The region of Sharaan features varying desert habitats that once supported a plethora of native flora and fauna species, and with continued efforts the population numbers of these species will likely rise,” explains Jones. “The RCU is also committed to build the population number of Arabian leopards.”

The RCU has also started construction of a new eco-friendly Habitas Resort in the canyons of Ashar Valley, due to open later this year. Habitas is also planning to empower and enable AlUla’s communities through micro-economies within the hotel, tourism, and the wider hospitality industries. This approach reflects the shared focus of RCU and Habitas on social and sustainable development.

“AlUla is a unique destination where the foundations of ancient Arabia intertwine with new-world elements to create a beautiful contrast of past and future,” says Jones. “All types of visitors will be attracted to this development, from heritage, arts and culture seekers to adventure and nature lovers, families and groups, individuals, couples and ecofriendly tourists.”

THE JOURNEY THROUGH TIME EXPERIENCE The Journey Through Time Masterplan’s spatial system of highly differentiated villages, experiences and cultural assets is designed to be visitor-centric. Acting as urban centres, each district will include museums, gardens, galleries, villages, resorts, eco-lodges, riding and walking trails, wellness and agriculture experiences, as well as hospitality offerings, responsibly growing the tourism industry.

AlUla Old Town A sensitive conservation of this historic and important town – a labyrinth of densely packed streets, residences and shops inhabited from the 12th century until the 1980s – is being revitalised through a programme of authentic activations that speaks to the cultural heritage of AlUla’s people.

The Cultural Oasis The oasis is one of AlUla’s main connectors throughout history, playing a critical role in the establishment and sustainability of the incense trade route and its settlements, and AlUla at large. It is a testimony to ancient techniques of water management, irrigation and land use along a wadi, and showcases human ingenuity in using scarce resources available locally to create a fertile environmental niche in direct contrast to its surroundings.

Dadan This is the site of the ancient capital city of the Dadanite and Lihyanite Kingdoms, which flourished during the first millennium BCE, this active archaeological site continues to reveal its stories to visitors and to the world through the continued scientific surveys and excavations being undertaken.

Jabal Ikmah A serene and special place of immense importance in the understanding of the Dadanitic language and the belief, practices and reflections of the ancient people who have journeyed and lived in the landscapes of AlUla. Rich with intricate inscriptions and rock art, this site will be carefully and sensitively presented, with care over its conservation at the fore.

Hegra Hegra became the southernmost city of the Nabataean Kingdom in Arabia and was pivotal for its control of the incense route, rapidly developing as the aromatics trade flourished.

The most visible evidence of the Nabataeans at Hegra is the monumental tomb facades carved into the area’s dramatic sandstone outcrops, now recognised as Saudi Arabia’s first UNESCO World Heritage Site. The presence of inscriptions and a variety of symbolic decorative architecture demonstrates the importance of Hegra citizens and their global connections.

AlUla experiential tram The AlUla experiential tram will run for 46km from the airport in the south to Hegra Historical City in the north and feature 17 stations.

The tram’s electric power unit reduces noise levels and protects the environment and tam carriages are being designed to allow passengers to enjoy the picturesque nature of AlUla during the journey. It is also intended as an efficient transport method for residents with a view to reducing car usage. Other modes of transport will include shared bicycles, e-bikes and electric vehicles, as well as horse and camel rides

ATM YEARBOOK 2021 | 063

A vision of a new future

N

EOM is described as an “accelerator of human progress and a vision of what a new future might look like.” This region in northwest Saudi Arabia on the Red Sea is being built from the ground up as “a living laboratory” and a “place where entrepreneurship will chart the course for this new future”.

NEOM will be more than a tourism destination, but a home for people who want to “dream big” and be part of building a new model for sustainable living.

It will include towns and cities, ports and enterprise zones, research centres, sports and entertainment venues and tourist destinations, eventually becoming a workplace to more than a million residents from around the world.

“NEOM is the most ambitious and largest giga project in the Kingdom of Saudi Arabia and possibly the world,” says Andrew McEvoy, Head of NEOM

064 | ATM YEARBOOK 2021

Andrew McEvoy, Head of NEOM Tourism, walks us through Saudi Arabia’s largest giga project, which when completed, will set a global benchmark for sustainable living and attract intrepid travellers who want to be first to explore the unexplored Tourism. “Beyond a destination for travellers, NEOM will be a diverse region of economic activity including its visionary city, The Line – a new model for sustainable development and living, over a 170km path from the Gulf of Aqaba in the west to the Hisma Desert Plateau in the east. The Line will be linked by a 100% carbon-free transport system; there will be no motor vehicles, ensuring open and pedestrian-friendly spaces for all.

“And around 95% of the 26,500 sqkm of the land mass that comprises NEOM will be set aside as a nature wilderness area – not only maintaining the pristine and virgin landscapes, coastal areas, reefs and islands but regenerating and re-wilding this incredibly beautiful natural landscape.

“NEOM will be an exciting and futuristic destination being imagined by the world’s dreamers and being built in a post-COVID environment.”

The Line, launched by HRH Prince

Above: NEOM, home to un-swum waters and reefs

Head of NEOM Tourism, Andrew McEvoy

Muhammed bin Salman on January 10, 2021, will demonstrate to the world how man and nature can co-exist in harmony.

It will be home to a collection of hyperconnected communities, without cars and roads and built with sensitivity to the environment. McEvoy says it’s the first key regional development milestone for NEOM, with many more to come in the near future.

“NEOM is a part of Vision 2030 and already, strategy, masterplans, initial developments and construction are underway,” he adds.

THE NEW FRONTIER IN TOURISM From a visitor perspective, NEOM will be “a global destination for the mind and spirit” McEvoy continues.

“It is truly the new frontier in tourism; a combination of the futuristic developed in one of the richest and rawest landscapes on Earth with its own incredible heritage story. Our initial global demand research

has revealed the lure of NEOM to the world’s travellers.

“It is capturing the world’s imagination and the curiosity is building, especially within KSA, the GCC and short-haul markets including Europe and India.”

The research shows “incredible appetite for the untouched and pristine land and coastline”, he says, and “the idea of exploring a land few have travelled is highly motivating”.

He adds: “Our strategy is to appeal to the inner explorer in all of us. NEOM will be a land for those who like the untrod path, the un-swum reef, the unclimbed peak. Those who want to be the first will travel to NEOM.” NEOM offers visitors diversity. It is a region of immense physical contrasts – from high mountains (Jabal Al-Lawz is more than 2,500 metres high and has snowfall in winter) and colourful desert

Above: NEOM is a region of immense contrasts Below: Those who want to be first will travel to NEOM

landscapes to more than 450 km of Red Sea coastline, untouched islands and reefs.

“Add to this futuristic and design-led built form and NEOM will be a destination of great appeal and contrast,” says McEvoy.

NEOM is a also a land of rich and untold heritage.

At the crossroads of civilisation, it has been home to a succession of peoples.

Evidence of Pre-historic, Thamudic, Nabataean and Islamic settlements can all be found and the rock art and inscriptions are some of the oldest in the region.

The main Hajj roads, one coastal and one desert, run through NEOM. These roads have hosted pilgrims and caravans for thousands of years on their journeys to Madinah and Makkah.

Following his exile from Egypt, Prophet Moses (PBUH), resided in the ancient land of Midian, now part of NEOM, after which he returned to Egypt to free his people from the Pharaoh Ramses II. Lastly, NEOM will be “a place of joy and fun – an adventure tourism hub where the distinct and challenging landscape will be the backdrop for people to choose their own adventure”, adds McEvoy.

“NEOM will be an exciting and futuristic destination being imagined by the world’s dreamers and being built in a post-COVID environment”

THE EVEN BIGGER PICTURE NEOM is a core component of Vision 2030 goal and its goal to attract 100 million visitors by 2030. It will complement the other development, including AlUla and the Red Sea Project, while carving out its own path to attract the world’s curious and adventurous.

NEOM will also be the cornerstone of KSA’s technological ambitions bringing sustainable methods of transport and energy to tourism along with advancements in seamless travel.

“By 2030, tourism will be the number one employer in NEOM and a top three economic generator for this new destination,” reveals McEvoy.

“NEOM will also establish education and training programmes to help build a distinctive Arabian service culture, bringing more young Saudis and women into the workforce.”

There has probably never been a better time to embark on a project of NEOM’s size, scale and substance, with every element of the development in sync with the revised priorities of global citizens and the travel industry as a result of the pandemic. “Over-tourism was a widespread concern before the pandemic and will continue to be an issue in the post-pandemic world,” notes McEvoy.

“The industry has questioned the drive for volume over value and the pressures that it brings on destinations and their residents. NEOM will be a new model for sustainable tourism. Environment and heritage will always be at the forefront of thinking. Managing tourism numbers will be a critical part of the strategy.”

NEOM will also offer “rich authenticity” – demand for which has accelerated since the pandemic as travellers look to travel less, but with purpose.

“With a foundation of its raw and rugged landscapes and coastline, NEOM will appeal to the growing number of travellers who are shunning the clinical and expected forms of travel in favour of the unexplored and unexpected,” McEvoy says. “Without forgoing the comforts and luxuries, travellers to NEOM will be able to unlock their inner explorer and feel the excitement that travel once was.”

With NEOM one of many groundbreaking developments under way in Saudi Arabia and the wider region, McEvoy believes the GCC has emerged as “one of the most exciting places to visit in the world”.

ATM YEARBOOK 2021 | 065

Sea of change John Pagano, CEO, The Red Sea Development Company (TRSDC), outlines the destination’s ground-breaking regenerative tourism proposition

Q: How will the project set new benchmarks as a destination?

To ensure we are doing all we can to become standard-bearers in luxury ecotourism, The Red Sea Development Company (TRSDC) aims to develop one of the first global destinations to demonstrate a regenerative tourism approach.

We believe that sustainability is not good enough and want to go beyond low or zero impact and conservation – we choose regeneration. We have several ground-breaking initiatives that support our regenerative approach and have made an ambitious commitment to achieve a 30% net conservation benefit by 2040.

This will be made possible by expanding our natural habitats and leveraging technologies such as 3D coral printing and coral farming to boost coral populations. Our smart destination team is even exploring mechanical trees and algae farms to seques-

066 | ATM YEARBOOK 2021

ter carbon, helping us achieve 100% carbon neutrality.

Q: What progress has been made with the development?

We have made significant progress over the past year and in total have awarded more than 500 contracts worth in excess of SAR 15 billion to local and international partners.

In 2020, we signed our largest contract to date to power the entire destination by 100% renewable energy – a tourism project of this size, powered solely by renewable energy, has never been achieved on this scale anywhere in the world.

We have more than 7,000 workers currently on-site and the Construction Village, set to house 10,000 workers, is now open. Our 100-hectare landscape nursery, the largest in the Middle East, is fully operational and will provide more than 15 million plants for the destination.

Q: What is the timeline for rolling out the project and infrastructure?

The first phase of development is well underway and we are on track to complete the first hotels, along with our dedicated international airport, by the end of 2022, when we will welcome our first guests.

80km of new roads are now complete, including the new airport road and development is progressing well at the Coastal Village, which will be home to the 14,000

John Pagano, CEO, The Red Sea Development Company

people who will eventually work at the destination. The remainder of Phase One assets will complete in 2023, to total 16 hotels and 3,000 rooms across five islands and two inland resorts, as well as commercial, retail and leisure facilities and other supporting infrastructure.

Upon completion in 2030, The Red Sea Project will comprise 50 resorts, offering up to 8,000 hotel rooms and more than 1,000 residential properties across 22 islands and six inland sites.

The destination will also include marinas, championship golf courses, entertainment and leisure facilities.

“We plan to take our “We believe that sustainability brands to key gateway is not good enough and want tocities in Europe, the go beyond low or zero impact Middle East, Africa, and conservation” Indian Ocean, India and China”

Today, tourism contributes just 3.4% to the economy’s GDP. Current predictions are that this will soar to 10% by 2030. Once complete, the project will contribute SAR 22 billion annually, creating jobs and entrepreneurial opportunities in abundance.

Moreover, we are driving the establishment of this new industry and our project will act as a gateway for the world into the kingdom, showcasing its beautiful, untouched natural landscapes, undiscovered cultural heritage and fabled hospitality.

Q: What type of visitors will The Red Sea Project attract?

We will welcome visitors from all around the world. In fact, we are located at the crossroads of Europe, Asia and Africa, positioned within eight hours’ flying time to 80% of the world’s population.

Travellers today are looking for responsible and authentic travel destinations and our guests will be safe in the knowledge that their travel choices will not harm the environment, but give back to it. We will be instrumental in attracting inquisitive customers who demand genuine sustainability, conservation and regenerative experiences, as well as discovering new cultures.

We will also attract those who seek worldclass experiences in unique locations, from scuba-diving on one of the world’s largest and best-preserved coral reefs, to playing a round of golf on a championship 18-hole island golf course and hiking historic Nabatean trails through the dunes, wadis and mountains. We will offer the opportunity to enjoy these interests while being immersed in the beauty of the local environment and in a barefoot luxury setting.

Top left:The Red Sea Project is the world’s most ambitious regenerative tourism development to date Above: Coral Bloom Hotel Left:Visitors will become immersed in Saudi’s natural beauty

Q: How will the project shed new light on Saudi Arabia as a tourism destination with a difference?

Saudi Arabia has long been known for welcoming religious tourists on a significant scale with millions visiting every year for The Haj. However, the kingdom has so much more to offer. The Red Sea Project alone boasts sweeping desert dunes, mountain canyons, dormant volcanoes, and ancient cultural and heritage sites.

The area is home to exotic wildlife, a wide range of flora and fauna, not to mention an archipelago of more than 90 pristine islands surrounded by thriving coral reefs. I am looking forward to the world discovering this incredible country and all it has to offer.

Q: What impact will the project have on Saudi’s tourism economy?

By 2027, international tourist arrivals worldwide are forecast to total 2.4 billion, generating an expenditure of US$2.2 trillion. The Red Sea Project will help attract a proportion of this spend to the kingdom, creating significant employment and investment opportunities.

Q: And beyond tourism?

A key pillar of Vision 2030 is creating opportunities for Saudis and TRSDC is a significant enabler in this respect. We are proud to say that 50% of TRSDC employees are Saudis, compared to the KSA average of 21%, and more than 70% of the value of construction contracts awarded to date have been to Saudi companies. We will create up to 35,000 direct jobs and a further 35,000 indirect and induced jobs, including plenty of opportunities for local people at the destination. To ensure we build TRSDC to the highest standards of quality and sustainability, it’s vital we work with the best talent, both from within Saudi Arabia and further afield. However, our mission is to become a world-leading tourist destination that delivers growth for the Saudi economy and for the Saudi people. That’s why we’re committed to ensuring skills are transferred to the local people, so they have the opportunity to develop within the industry.

Q: How does the project meet traveller requirements that have been accelerated by the pandemic?

The tourism industry is changing, with traveller demands shaped by concerns about their impact on the world.

The pandemic has accelerated this global transition to sustainability, yet the desire to travel and learn about new, intriguing cultures has not abated. Creating a world-leading destination that allows people to satisfy their thirst for travel while having a positive impact on the world, is a tantalising proposition. This is why we’re committed to developing the world’s most ambitious regenerative tourism project, to not only protect the natural assets and prevent them from harm, but to give back to the environment and enhance habitats, wildlife and surrounding communities.

ATM YEARBOOK 2021| 067

As multinationals and leading start-ups across the world accelerate their rates of digital adoption, the need to be physically present to fulfil professional responsibilities has been redefined. Dubai is uniquely positioned to offer a safe, dynamic lifestyle opportunity to these digitally savvy workers and their families while they continue to work remotely” HIS EXCELLENCY HELAL SAEED ALMARRI, DIRECTOR GENERAL, DUBAI TOURISM

DTCM's Virtual Working Campaign launched last year

Photo: Dubai Tourism; sources: IHG Hotels and Resorts, Dubai Tourism, Growremotely.com

80%

of travellers say it’s important to choose a hotel brand that operates responsibly

74%

of professionals expect remote work to become standard

40%

of tourists favour airlines, airports and hotels with stringent and visible health and safety standards

93%

of planners will invest in virtual events moving forward

20%

of travellers hope to visit a place on their bucket list in 2021

On Trend ATM YEARBOOK 2021 | 069

ON TREND

MIDDLE EAST LEADS GLOBAL DEMAND The Middle East region is leading international travel demand globally, according to the latest YouGov study ‘Key Tourism Trends in the Middle East for 2021’.

They survey, which collected data from October 22, 2020, to January 27, 2021 in 25 key markets, found 35% of respondents in the region planning a trip abroad for leisure in 2021 and 39% are hoping to take at least one domestic trip. Compared to other regions, travel sentiment held firm week-on-week during the survey period, hinting at consumer confidence in how countries have managed the pandemic and optimism for the new year.

Globally, around 23% of consumers were not planning to travel abroad whereas in the Middle East region, this number trailed much lower at 12%.

070 | ATM YEARBOOK 2021

REGIONAL TRENDS

Traveller sentiments, expectations and priorities shaping the industry in 2021

20% of respondents were planning to make a domestic or international business trip

HEALTH RISK CONCERNS DOMINATE TRAVELLER SENTIMENT Although the Middle East travel sector is recovering, consumers in the region remain preoccupied with the health risks associated with travel – cited as the most significant obstacle to taking a holiday or a business trip (43% of respondents). The price of travel was the second most prominent concern (35%). Notably, travel restrictions are less of a concern to those in the Middle East than to consumers in places like the UK or Germany. where government lockdowns are cited as the primary reason for not travelling.

LUXURY LEADERS The desire to travel was evident and strong across all consumer groups in the Middle East, however, it was particularly prevalent amongst luxury consumers, who tend to fly business or first-class and stay in five-star accommodations, with people in this sector planning more holidays than any other.

Middle East luxury traveller traits 2021 52% are planning a domestic holiday (versus 46% of budget travellers) 44% are planning a domestic holiday (versus 42% of budget travellers) 35% are keen to book three or more trips this year 40% are more likely to travel with their children compared to other regions (36%) 35% are keen on destinations with outstanding natural beauty

ISRAEL POTENTIAL COVID-19 PROGRESS BAROMETER Residents in Saudi Arabia and the UAE are confident about their respective nation’s progress in fighting COVID-19. A significant majority of respondents in both countries believed the pandemic was improving at the time the YouGov survey was conducted.

MULTI-CHANNEL BOOKINGS Consumers in the Middle East rely on several channels to book accommodation. They tend to go with online accommodation websites (28%), book directly on hotel sites (25%) or via an OTA (25%). They also tend to value services from travel discounters and operators.

Around 15% of travellers book their holiday in person at a travel agency, an action that is particularly popular amongst luxury travellers (23%), adventurous travellers (19%) and those seeking to book all-inclusive or package holidays (19%).

Do you think the COVID-19 situation in your country is currently…

Getting better?

KSA: 78% UAE: 68% Getting worse?

KSA: 9% UAE: 17% Completely over?

KSA: 6% UAE: 5% Don’t know/none of these KSA: 7% UAE: 10%

The historic signing of the Abraham Accords between Israel and both the UAE and Bahrain present exciting tourism opportunities.

Research by Dubai’s Department of Tourism and Commerce Marketing (DTCM) found that in 2019, 8.6 million international trips were made by Israelis, a 9% CAGR over the past five years. The prospective length of stay this year is forecast to be 11.5 nights indicating a willingness to embark on longer trips with business and leisure visitors making up 53% of the total outbound market.

The Israel Ministry of Tourism reported a record year for tourism and pilgrimage in 2019, with the country receiving more than 4.55 million visitors, up 10.6% on 2018.

SOCIAL MEDIA SEARCHES RULE Around 58% of consumers in the Middle East tend to plan vacations themselves, and they mainly turn to social media platforms for inspiration (45%). Recommendations from friends and family (42%) are also very important but so are random online searches on where to travel (38%).

ATM YEARBOOK 2021 | 071

072 | ATM YEARBOOK 2021

IHG found guests will pay more for accommodation operated responsibly

Dubai Tourism

NOMADIC TRAVEL Employees and employers have proven remote work is doable and it’s a trend that’s likely to stay in some shape or form, even when things return to normal. “If all we need is Wi-Fi and a web cam, why not have a beach or mountain view with our coffee or tea?” says travel technology firm Amadeus, which at the end of 2020, released its ‘6 trends for 2021: Travel’s comeback story’, basing its predictions on two sources – the Destination X: Where to Next?

Survey and Rethink Travel Global Survey conducted by Censuswide. Destinations around the world were quick to respond to the work-from-anywhere trend, with Dubai, Ras Al Khaimah, Bermuda, Anguilla, Georgia,

IHG Hotels and Resorts

GLOBAL TRENDS RESPONSIBLE TRAVEL The pandemic has brought the responsible travel movement to the fore, with more than 80% of respondents to an IHG Hotels and Resorts survey saying it’s important to choose a hotel brand that operates responsibly. In addition, 60% of the 9,000 adults surveyed across the US, UK, Germany, Greater China, the UAE and Australia agree they want to be more environmentally and socially conscious on their travels. This is led by 69% of younger travellers (aged 18 to 24) compared to 48% of those aged 55 plus. It appears travellers not only intend to do more for the planet and communities, but they are willing to pay for it too. IHG’s research found that consumers will spend an average of 31% more on accommodation they know operates responsibly – with 51% happy to fork out more than 20% extra a night.

Estonia, Aruba, Croatia and Portugal all offering remote work programmes. Amadeus says travellers can expect more long-stay deals from hotel companies, with 2021 “re-defining what it means to travel for work”.

Above: Dubai is offering a remote work programme

Etihad Airways

THE LOYALTY SHIFT The pandemic has disrupted traditional traveller loyalty programmes, according to Amadeus. Health, hygiene and safety are the new currency for earning customer trust, rather than points-based systems, it says, with 40% of tourists favouring airlines, airports and hotels with stringent and visible health and safety standards. Service is not up for negotiation and the travel and service providers who inspire confidence and trust will win traveller loyalty.

Current regional leaders in this field include UAE airlines providing COVID-19 insurance cover, PCR testing and more, destinations awarded the World Travel & Tourism Council Safe Travels stamp and hotel groups rolling out world-class hygiene programmes and protocols.

TRAVEL AGENTS COVID-19 highlighted the critical role of travel agents – anyone who didn’t use one in 2020 and needed to change a trip or manage a big travel disruption, probably regretted it.

With governments changing their quarantine, testing and more recently, vaccine rules for entry on a regular basis, travel agents are emerging as an invaluable and irreplaceable source of information. In 2021, agents will be the fountains of knowledge – for inspiration, the best deals, travel insurance, updates on health and safety and much more. Don’t leave home without one.

Sources: Amadeus, IHG Hotels and Resorts, Global Wellness Summit, Bizaboo, Radisson Hotel Group

SITA

TOUCHLESS TECH More than four in five travellers said the use of technology would increase their confidence to travel over the next 12 months, according to a recent survey conducted by Amadeus.

They are looking for solutions that enhance transparency, clear communication and seamless payments and aircraft boarding.

Airlines, airports and the hotel sector have all been quick to adopt touchless technology, with self-check-in, biometrics, QR codes replacing hotel menus and contactless room keys all responding to traveller demands. According to data by SITA, an IT and telecommunication services provider to the air transport industry, regaining passenger confidence has become a critical factor for airlines and airports. The company has been working with airlines and airports, including Abu Dhabi International, Muscat International and Istanbul Airport IGA to deliver low-touch solutions focused on automation and biometrics.

COVID-19 has highlighted the critical role of travel agents

ATM YEARBOOK 2021 | 073

GLOBAL TRENDS

The ‘Pullman Power Fitness Fuelled

by Les Mills’ experience

HOTELS AS WELLBEING HUBS 2020 was a game changer for the health, fitness and wellness sector with body and mind wellbeing a priority for all. The hotel sector is responding, taking a new approach to the products and services it offers guests and considering pandemic-driven norms such as the desire to work out in new spaces such as the hotel room or its outdoor areas, or to explore the destination while keeping fit. At the same time, luxury groups are re-imagining property design, incorporating elements that promote guest wellbeing.

SLOW TRAVEL Demand for slow, human-powered travel (cycling, hiking, walking, paddling trips) is growing fast, not only because they are wellness experiences, but because they are also naturally socially-distanced activities and they tap into a surge in demand for carbon-neutral travel experiences.

Ras Al Khaimah: slow travel is in demand

INDUSTRY-LEADING WELLNESS INITIATIVES Pedal power: Kempinski Hotels has partnered with fitness company Peloton to offer in-room exercise bikes at its hotels in Germany (pictured).

Celebrity trainers: Four Seasons Hotels & Resorts has signed up Harley Pasternak to launch ‘Fit With Four Seasons’ – new gym concepts and fitness programming.

Holistic approach: Fairmont Fit offers a kit-lending programme with kit delivered to your room; green spaces where you can tap into the healing power of nature; culinary journeys connecting you to the local landscape; immersive spa experiences; cultural exploration and destination discovery for wellbeing; and a new plastic-free sustainable water policy.

Mind over matter: Accor has teamed up with Three Sages to launch restorative inroom video programmes at select Fairmont, Sofitel and Swissôtel properties in North and Central America.

Fitness on demand: Pullman has launched the ‘Pullman Power Fitness Fuelled by Les Mills’ experience, which includes a complimentary 30-day membership to Les Mills on Demand (LMOD) and Les Mills TV in China – the brand’s online fitness library of more than 1,000 workouts.

074 | ATM YEARBOOK 2021

Serenity now: The ‘Emotional Wellbeing

by Raffles’ initiative is a global blueprint for wellness, based around design, nutrition and “rituals for serenity”. This encompasses the exclusively Raffles ‘Second Nature’ hotel design philosophy of creating harmonious and natural environments through Feng Shui and Biophilia; nutrition to support sleep, travel recovery and the relationship between the mind and digestive system; as well as rituals that promote serenity, peace and revitalisation.

A DESIRE FOR HUMAN CONNECTION

MEETINGS AND EVENTS REINVENTED The Post COVID-19 Event Outlook Report found 76% of planners executed a virtual event in 2020 and an overwhelming 93% plan to invest in virtual events moving forward. What’s more, both planners and attendees have been pleasantly surprised by attendance rates. While physical events will come back in the future, virtual and hybrid events will thrive too, with organisers and delegates not only aware of saving money and time, but their impact on the environment.

“Hybrid meetings are a great solution for many companies, as attendees can join the meeting from another country, their homes or even their local coffee shop,” explains Tim Cordon, Area Senior Vice President Middle East & Africa, Radisson Hotel Group.

They also provide “a great opportunity for any organisation to progress its sustainability mission, as the carbon footprint is greatly reduced without completely eliminating true human connection”, he adds.

Radisson’s aim is to offset the carbon footprint for every single meeting and event taking place at its hotels, while other groups are forging digital collaborations.

For example, Accor has launched ‘All Connect’, a new hybrid meetings concept powered by Microsoft Teams technology and IHG Hotels and Resorts has is working with weframe One to bring onsite and remote participants together. Last month, Four Seasons Hotels and Resorts launched a new service to combine in-person and virtual meetings and events.

The pandemic has seen us swap passports for puzzles and beaches for binge-watching and a recent survey commissioned

by IHG Hotels and Resorts and conducted by OnePoll revealed just how much people are longing for human connection, to be with their loved ones and to make new memories. Close to 60% of survey respondents said they cancelled up to four trips (leisure and business) last year, but more than half said they had rebooked or planned to rebook, with family vacations and visiting loved ones topping travel wish lists for 2021. Respondents across all age groups, 18 to 55+, said spending time with family and friends was a primary motivator for travel this year.

Optimism reigns 20% planned to make up for the lack of travel in 2020 by going on more trips than they would typically take, when it is safe to do so 20% hoped to travel to a place on their bucket list in 2021 The 18 to 24 age group was five times more likely to say that volunteering for a community in need was a primary motivator for travel One in three said going to restaurants and trying new foods had the most positive impact on their holidays More than a third, including 50% of those aged 55 plus, said they would travel again when the COVID-19 vaccine was easily and widely available

Accor has launched ‘All Connect’

ATM YEARBOOK 2021 | 075

GLOBAL TRENDS WE MISS BUSINESS TRAVEL A recent survey commissioned by IHG Hotels and Resorts and conducted by OnePoll found 30% of respondents felt demotivated by the lack of business travel. The poll of 6,000 people across the US, UK and Australia unearthed a clear desire to resume travel for work purposes once it is safe to do so, with almost half (48%) stating that business travel allowed them to “create meaningful relationships with colleagues, customers, and/or clients” and 40% confirming they missed face-to-face meetings.

38%

said business travel improves their overall mood and makes them more motivated

DESTINATIONS TO WATCH IN 2021

Arava Valley

076 | ATM YEARBOOK 2021

25%

21%

20%

46%

34%

30%

said it helped them work smarter

missed being able to stay in a different city

lamented the inability to earn loyalty points

missed staying in a comfortable bed when they travelled for business

missed room service

38%

missed having some time and space to themselves

missed dining with clients and colleagues

ARAVA VALLEY With Israel now accessible to travellers living in the Gulf, there are many unique destinations within the country to explore.

While Tel Aviv and Jerusalem might be the first ports of call, outside of these cities there are ancient lands waiting to be explore. Largely untouched by mass tourism, the Arava Valley in the Negev desert promises a journey back in time. It’s home to the ancient Midianites and their fascinating tribes people. Visitors will also find several UNESCO World Heritage Sites buried in the desert, including Shivta and Avdat, which form part of the Nabatean spice route that continues down to Petra in Jordan. The valley is a 45-minute drive from Ramon International Airport and accommodation options include the new Six Senses Shaharut, which is positioned on a dramatic cliff overlooking the Negev Desert.

WHERE DO MIDDLE EAST TRAVELLERS WANT TO VISIT? Mid-pandemic hotspots From October 2020-21, domestic and intraregional travel dominated due to pandemic-driven circumstances, according to a survey conducted

by YouGov during that period. Dubai was the most popular destination regionally and the Maldives (pictured) was the top destination internationally due to the unique and private island resort options available.

The Nautilus Maldives

Traveller criteria Middle East travellers are seeing: * Family-friendly trips * Food-related travel * Instagramable spots * Once-in-a-lifetime experiences

Destination wish lists UAE consumers are considering Canada, Switzerland, the US and Singapore for upcoming holidays.

In Saudi Arabia, the highest consideration scores went to destinations such as Switzerland, UK, Italy, Spain and Germany in Europe, the US, and a number of countries in APAC – Malaysia, Indonesia, and Singapore.

Egyptians looking to plan their next trip predominantly considered places like Germany, Italy and the US.

MONTENEGRO With its rugged mountains, medieval villages and stunning beaches lining the Adriatic coast, Montenegro is being pitched as Europe’s new Riviera.

Highlights include the Bay of Kotor, resembling a fjord and dotted with coastal churches and fortified towns such as Kotor and Herceg Novi, as well as Durmitor National Park, home to bears and wolves, limestone peaks, glacial lakes and 1,300m-deep Tara River Canyon. With all this and more, miniscule Montenegro is a Balkan country that proves good things come in small packages. For the ultimate Montenegrin stay, the new ultra-luxurious One&Only Portonovi, located in Boka Bay, offers rooms, suites and villas built in the style of old Venetian palaces found locally.

ATM YEARBOOK 2021 | 077

Although 2020 presented a harsh reset for the world, it has also been a positive catalyst in encouraging people to view sustainability as an essential consideration in their everyday lives and lifestyle choices. Perhaps the most important lesson to come out of the current pandemic among travel consumers is the understanding that we cannot have personal wellbeing without planetary well-being.”

COSTAS CHRIST GLOBAL SUSTAINABLE TOURISM PIONEER AND CO-FOUNDER OF BEYOND GREEN

The Brando, Tetiaroa, French Polynesia, a Beyond Green property Sources: Euromonitor International, UNWTO, Booking.com, Beyond Green

50%

of travel businesses engage with the 17 UN Sustainable Development Goals

70%

of travellers believe tourism providers make little or no effort to implement sustainable practices

5%

of all man-made CO2 emissions are from tourism (2019)

50%

of travellers say they understand how to travel more sustainably

36%

of travellers believe they can’t afford sustainable travel

Responsible Tourism ATM YEARBOOK 2021 | 079

Responsible Tourism for recovery 080 | ATM YEARBOOK 2021

Social and environmental values driven by the pandemic are proving a force for good as the travel industry gets back on track

T

he global tourism industry suffered its worst year on record in 2020, with destinations welcoming one billion fewer International arrivals than in 2019. This staggering 74% decline, which has made the 4% arrivals dip during the 2009 global economic crisis pale into insignificance, was, of course, due to an unprecedented fall in demand and the imposition of widespread travel restrictions.

While prospects of a quick rebound are bearish, to say the least, with the latest UNWTO survey revealing 50% of respondents don’t expect a recovery until 2022, the pandemic’s long-term impact on the tourism sector is ironically, looking to be a positive one, with COVID-19 forcing us all to revaluate how we live, work and travel – and our impact on people and places.

“Although 2020 presented a harsh reset for the world, it has also been a positive catalyst in encouraging people to view sustainability as an essential consideration in their everyday lives and lifestyle choices,” argues Costas Christ, Global Sustainable Tourism Pioneer and cofounder of Beyond Green – a new sustainable hotel brand that brings together some of the world’s most forward-thinking properties.

Christ adds: “Perhaps the most important lesson to come out of the current pandemic among travel consumers is the understanding that we cannot have personal wellbeing without planetary well-being.” He says this “gets to the heart of what sustainable tourism and the Beyond Green portfolio of hospitality leaders is all about – an inspiring and enriching travel experience that results in positive impact on nature, communities, and cultural heritage.

Those destinations and travel companies that understand this today will be the travel industry leaders of tomorrow.”

ATM YEARBOOK 2021 | 081

Clockwise from top left: The Brando, French Polynesia, part of the Beyond Green collection The UNWTO is tackling plastic pollution Traveller patterns and priorities are shifting

The First Class flatbed: Emirates is at the forefront of on-board innovations and experiences

QUALITY NOT QUANTITY Dr. Gregory Miller, Executive Director at the Centre for Responsible Travel (CREST), notes that while the pandemic will have little impact on the planet directly, with the exception of the temporary lapse in human-induced pollution, land and marine habitat alteration, and reduced global greenhouse gas emissions, it will have a profound effect on our “collective human perception of our impacts and what we can and must do as a society to respond, adapt, and be resilient”.

From the consumer perspective, travel patterns are already shifting: “Gone are the days of jetting off for multiple short-weekend getaways a year,” he says.

“While a portion of travellers certainly yearn to return to that norm, another portion has experienced an awakening due to the merger of multiple crises in recent years – that perhaps the breakneck speed at which we were consuming life was not sustainable for ourselves or for our planet.

Consumers may favour longer and fewer vacations, with long weekends by train or car sprinkled in.”

He notes that as travel resumes post-

082 | ATM YEARBOOK 2021

COVID-19, the industry must adapt to new travel patterns and consumer priorities and change its mindset to quality over quantity tourism (value over volume).

“It is the quality of visitation, not the quantity of visitors that countries and destinations need to seek and measure, with an individual and societal commitment to a responsible recovery,” he says in the CREST ‘The Case for Responsible Travel: Trends & Statistics 2020’ report.

Miller believes there will be a “profound shift in the competitive landscape in the travel and tourism sector” following the pandemic, with “preparation and effective risk management, adaptation and resilience, and decarbonisation being fundamental to future competitiveness and relevance”.

BUILDING BACK BETTER In a similar vein, the UNWTO believes the pandemic is a chance for the industry to “build back better” than before COVID-19 – “by not returning to business as usual, by taking into account climate change, biodiversity loss, and by being more inclusive, equitable and integrated with sustainable development principles”.

“Nobody can predict how the pandemic will evolve, nor the recovery timeline, but stakeholders can identify plausible scenarios and create action plans that work towards sustainable tourism,” it says.

“Furthermore, market research [by the Global Environment Facility] suggests that post-COVID-19,

“Consumers may favour longer and fewer vacations, with long weekends by train or car sprinkled in”

XYXYXYX XYXYYXYX

ATM YEARBOOK 2021 | 083

“It is the quality of visitation, not the quantity of visitors that countries and destinations need to seek and measure”

Post-COVID-19, travellers are seeking adventure

084 | ATM YEARBOOK 2021

people will seek out adventure travel, natural spaces, safe and quality experiences. Therefore, it is imperative that protected areas are prepared for directing this surge towards positive outcomes.”

The UNWTO says there is an opportunity for destinations to “reframe nature-based tourism and outdoor recreation” to address the challenges of protected areas, including safeguarding the livelihoods of local communities and preserving wildlife.

“We recommend that planning be more holistic, inclusive, equitable, adaptable and focus on what tourism and outdoor recreation sustains,” it says.

The UNWTO is the driving force behind a multitude of responsible tourism initiatives, all of which are aligned to the UN’s 17 Sustainable Development Goals (SDGs), which aim to end poverty, protect the planet and ensure all people enjoy peace and prosperity by 2030.

One of its latest initiatives focuses on tackling plastics pollution, with 26 new signatories spanning every part of the global tourism value chain, recently joining the battle.

The Global Tourism Plastics Initiative can lead to the “reduction of pollution and waste across all parts of the tourism sector and support a responsible recovery from COVID-19 that leads to more sustainability and resilience”, says UNWTO Secretary-General Zurab Pololikashvili.

It’s a prime example of a circular economy – an economic system aimed at eliminating waste and the continual use of resources, he notes, adding: “Moving towards the circular economy is a strategic approach for the tourism sector.”

Elisa Tonda, head of the consumption and production unit of the United Nations Environment Programme (UNEP), which has teamed up with the UNWTO to drive the Global Plastics Tourism Initiative says: “The COVID-19 pandemic has increased the need for urgent action on the climate, nature and pollution and waste crises, which are driven by unsustainable consumption and production, but has also provided with a window of opportunity to prioritise sustainability as part of a green recovery.”

EMBRACING A GREEN RECOVERY With the pandemic exposing the flaws and limitations of volume-driven tourism models, the case for a ‘green’ recovery, with destinations planning their rebound strategies around environment values, is stronger than ever, says Euromonitor International.

“As destinations around the world slowly begin to reopen while protecting local communities and preserve livelihoods, there is a growing awareness among consumers, businesses and governments for the need to prioritise not only profit but people and the plane,” states the research firm in its recently released ‘Top Countries

Sweden proves sustainability can enhance the travel experience Sweden, which tops Euromonitor’s Sustainable Travel Index in 2020, focuses on generating higher levels of value derived from tourism, which has helped its economy, environment and society.

The government established the framework critical to Sweden’s success to achieve the 17 SDGs, especially regarding climate action, conserving biodiversity in the Arctic and moving to a carbon-free circular economy.

Focused on devising a sustainable tourism strategy, Sweden is working to promote rural and regional tourism in core cities.

The country also benefits from efficient transport infrastructure and alternative forms of travel besides air to help appease flight-shaming.

For sustainable lodging, Sweden serves as a role model with its awardwinning Nordic eco-chic architecture and design.

for Sustainable Tourism Embracing a Green Transformation for Travel Recovery’ report.

“Domestic tourism can help with recovery in the short- to mid-term, but radical change will be essential in building resiliency and agility to futureproof the sector. Sustainable transformations will play a significant factor in the future to ensure businesses and communities can thrive in a post-COVID age.”

Euromonitor International has therefore developed a Sustainable Travel Index to help destinations and travel businesses shift to more sustainable and purpose-driven tourism models.

In its first index, 99 countries have been analysed across seven key pillars that make up sustainable tourism, with case studies cited.

The top 20 leading countries in the Sustainable Travel Index are in Europe. Sweden ranks first, followed by Finland and Austria. Just outside the top 20 are New Zealand, Bolivia and Canada, all of which are making “good progress in the sustainable transport and lodging pillars”, remarks Euromonitor.

Sweden is the birthplace of the flygskam (flight shaming) movement and home to climate strike activist, Greta Thunberg.

“It is a pioneer in lifecycle assessment research that is critical to understand the full impacts of consumer behaviour and consumption patterns,” the Euromonitor index states. “The country is

Sweden ranks first in the Sustainable Travel Index 2020

ATM YEARBOOK 2021 | 085

The Red Sea Project aims to preserve KSA’s west coast

highly engaged with the SDGs to preserve the Arctic ice and permafrost to help stop climate change, aiming to achieve net zero emissions by 2045.”

Few Middle East countries feature in the Euromonitor index, but those that do include Egypt, ranking 12th on the list of Most Improved Countries for Social Sustainability 2020, as well as Israel, Turkey, Qatar, Oman and Lebanon, which rank 7th, 10th, 11th, 13th and 15th respectively on the Most Improved Countries for Economic Sustainability 2020.

Saudi Arabia gets a special mention in the report for developing heritage sites, including the kingdom’s ancient capital, the At-Turaif District. This important historic, political and cultural site is being developed for tourism and will help employ many local people.

“Additionally, the Red Sea Project aims to develop and preserve the country’s western coastal areas,” says the report, adding, “tourism development will be a crucial growth area and will reduce its reliance on more traditional

086 | ATM YEARBOOK 2021

“Moving towards the circular economy is a strategic approach for the tourism sector”

industries, such as oil.” Saudi Arabia is looking to become the fifth-most visited destination in the world by 2030, with the tourism sector increasing its GDP contribution to 10%, up from its current 3%.

Sustainability and smart city approaches are the cornerstone of its most ambitious and transformative giga projects as the kingdom works towards achieving its Vision 2030 economic diversification strategy.

SUSTAINABLE TOURISM CHAMPIONS Key findings of Euromonitor’s Sustainable Travel Index 2020

Mozambique ranks first for environmental sustainability Mozambique holds the top ranking for environmental sustainability. The country has many national parks and protected areas like community-run conservancies, which protect biodiversity through nature-based tourism, offering an alternative source of revenue to poaching.

Top countries for social sustainability Austria, Iceland and the Czech Republic topped the ranking for social sustainability in first, second and

Above: Austria tops multiple sustainability rankings Left: Iceland is effectively tackling overtourism

Cyprus transitions to a value-driven model For more than a decade, Cyprus has focused on sustainability. The country moved away from a volume-driven strategy and towards a value-driven approach which helped increase rankings, daily spend per visitor and longer stays.

third place respectively, performing well in education, equality, peace and freedom. Uruguay ranked eighth, experiencing the highest rise in rank within the top 10 between 2015–2020. Its population has the highest levels of freedom in the world, with access to resources, education and equality.

The World Bank approved a USD400 million fund Right:on Thetrack new with its social to help Uruguay remain Sheikh Zayed ambitions for fostering inclusion and sustainability Mosque in post-pandemic. Fujairah, United Arab Emirates

Hong Kong leads the world with its economic sustainability ranking Hong Kong is the leader in economic sustainability, benefiting from its strong services and hospitality, proximity to the dynamic Chinese economy and its status as a global financial hub. Democratic

freedoms were overshadowed in 2020 by new security laws, challenging the autonomy of the territory, as well as the collapse in tourism due to COVID-19. However, Hong Kong struggles with high levels of debt, which suggests the need for greater economic diversification.

Best for sustainable tourism demand Countries in the Nordics, Pacific and Americas make up the top 10 sustainable tourism ranking, which shows this pillar takes many shapes and forms regardless of development status. Iceland tops the ranking despite overtourism challenges.

The country has one of the worst scores in the proportion of international visitors to population, however, high daily spend per visitor helps compensate for it.

Austria leads sustainable transport charge Austria is the leader in the sustainable transport pillar, benefitting from the decade-old Smart Cities initiative that promotes energy-efficient mobility.

Investing in electric vehicles (EV), mobility and infrastructure will stimulate the economy post-pandemic. Austria also enjoys a lower dependency on air travel thanks to its central location in Europe and a highly developed rail network. The country is also home to easyJet Europe, which has operated net zero flights since 2019 and is working with Airbus to develop hydrogen and electric aviation.

Lithuania leads sustainable lodgings Another European country, Lithuania is the strongest performer in terms of hotel sustainability metrics like energy, water and carbon emissions, along with a balanced lodging supply.

ATM YEARBOOK 2021 | 087

TAKING RESPONSIBILITY

From regenerative projects and progressive hotel initiatives to airline zero-emission targets and bigpicture Expo themes, the region’s travel industry is setting new benchmarks for a sustainable future 088 | ATM YEARBOOK 2021

FAMILY VACATIONS AT VIDA HOTELS & RESORT Play with us at Vida Hotels this summer and get up to 25% off stays. Bring the fam and get 50% off on your second room with complimentary tickets to Dubai Aquarium and the VR Park at select Vida Hotels or book directly with us and get 25% off. Roam around DXB with Vida before dipping your feet in Umm Al Quwain’s sandy beaches before, at our first ever Vida Beach Resort Umm Al Quwain.

Find out more on www.vidahotels.com

PROJECTS EXPO LEADS BY EXAMPLE 1.

Expo 2020 will produce clean energy through renewable resources, while reducing overall consumption of energy by outperforming construction industry standards in areas such as exterior lighting and building efficiency.

2.

Water consumption will be reduced by using methods such as smart controls for metering and irrigation. Potable water consumption will also be minimised through cutting-edge approaches, such as systems that convert moisture in the air into water.

EXPO 2020 DUBAI Sustainability is not only one of Expo 2020 Dubai’s three key sub-themes, but an all-encompassing event definer.

The Expo site aims to set new sustainability standards and once the event is over, will evolve into District 2020 – a smart and sustainable city focused entirely on the needs of its urban community.

Following the five-month event (October 2021 to March 2022), District 2020 will re-purpose 80% of the Expo’s build environment into an integrated mixed-use community that will continue to attract businesses and people.

During Expo, the dedicated Sustainability District will act as a platform to share solutions designed to drive change and encourage visitors to act collectively to protect the planet.

Terra – The Sustainability Pavilion, will be located at the heart of the district, aiming to bring to life Expo 2020’s commitment to sustainability in every shape and form.

It is being built to meet LEED green building design standards and when completed, will be a self-sustaining building, generating 100% of its energy and water supply. When Expo closes, Terra will become a science centre

090 | ATM YEARBOOK 2021

designed to inspire those who visit to make sustainable choices.

Terra sets an international example for sustainable building design and is built to be net-zero for both energy and water. Designed by Grimshaw Architects, its impressive features include 1,055 photovoltaic panels arranged on a 130-metre-wide roof canopy and a mini forest of ‘Energy Trees’. Terra will offer an immersive journey through the wonders of the natural world, including an interactive walk through the roots of a forest where every footstep affects the ‘wood-wide web’. Allowing visitors to explore the hidden harmful impacts of our choices, the emotive experience is designed to encourage all ages to consider how their behaviour affects the environment, empowering them to become agents of change when they return hom.

Above:Al Wasl Plaza, Expo 2020 Dubai Below: Terra, Expo’s Sustainability Pavilion

3.

Visitors will remain cool and comfortable, with 75% of the concourse shaded by green canopies. They can enjoy a variety of walkable spaces and an abundance of landscaped areas that contain mostly local and adaptive species, and are managed without the use of chemical pesticides, herbicides or fertilisers.

4.

Carbon emissions will be minimised through a strategy to mitigate and offset greenhouse gases, and public transport initiatives will help further decrease the carbon footprint.

5.

The depletion of natural resources is being kept to a minimum during the construction phase, with a strong emphasis on sustainable building materials and a commitment to retain 80% of permanent construction post Expo.

6.

Expo 2020 aims to divert 85% of all waste from landfill by reducing, reusing, recycling and repurposing – turning waste into everything from fertiliser to souvenir Expo T-shirts.

7.

The environmental footprint of Expo 2020 will be further reduced through sustainability awareness and certification, plus sustainable operations, event management and reporting.

Scheduled to open on the 1st October of 2021, Cora Cora Maldives is a 5-star luxury resort located on the stunning Raa Atoll. Utterly idyllic, this new contemporary resort offers premium all-inclusive one-of-a-kind immersive experience in the Indian Ocean!

Featuring 100 beautiful villas that overlook the sparkling waters of the Indian Ocean, four restaurants, a PADI certified dive school and water sport centre and a unique licensed art gallery and museum.

COR ACOR AR ESO RTS .CO M

PROJECTS DUBAI’S 2040 MASTERPLAN Dubai’s tourism and hospitality sectors will be key beneficiaries of the recently launched Dubai 2040 Urban Master Plan.

With the emirate's population due to grow from 3.3 million to 5.8 million, the goal is to ensure Dubai is one the best cities in the world to live, work and visit.

Key aspects of the 20-year blueprint for sustainable urban development, announced in March by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, include more than doubling the space allocated to hotels (+ 134%) and increasing the emirate’s beachfront by some 400%.

In addition, more than 60% of Dubai will be allocated to nature reserves.

His Excellency Helal Saeed Almarri,

Director General of Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism), says the emirate’s tourism sector will “benefit immensely from the strategic elements of the new plan”. He adds: “With its focus on development and investment in five main urban centres, including the tourism and leisure hub in Dubai Marina and JBR, the comprehensive 2040 initiative will accelerate momentum and drive growth in the tourism sector.

“It has been designed to achieve the highest level of cross-sectoral integration and collaboration by drawing a clear roadmap that will shape the future and establish a global development model that focuses on well-being, creativity and innovation while reflecting our commitment to sustainability.”

THE RED SEA PROJECT Saudi Arabia’s Red Sea Project has already gained notoriety as one of the world’s most ambitious regenerative tourism projects to date, underpinned by its Coral Bloom concept.

Created by international architecture firm Foster + Partners, the concept is designed to blend in with the pristine natural environment on Shurayrah Island, one of the giga project's 90 islands being developed off the west coast of the kingdom. Coral Bloom will comprise 11 hotels on the dolphin-shaped island.

It will immerse guests in the natural beauty of the Red Sea, offering groundbreaking architecture and sustainable design that not only meets but exceeds global traveller expectations, according to John Pagano, CEO of developer, The Red

092 | ATM YEARBOOK 2021

Above:Al Wasl Plaza, Expo 2020 Dubai Below: Terra, Expo’s Sustainability Pavilion

Sea Development Company (TRSDC).

Coral Bloom takes inspiration from Saudi Arabia’s indigenous flora and fauna, and recently won the Cityscape Intelligence Award Leisure and Hospitality category, recognised for its contribution to Vision 2030 – Saudi Arabia’s blueprint for economic diversification and socioeconomic transformation, with an onus on sustainability.

Set for completion in 2030, Coral Bloom will comprise 50 resorts offering up to 8,000 hotel rooms and approximately 1,300 residential properties across 22 islands and six inland sites.

Pagano continues: “From conception, it was paramount that Coral Bloom blended in with the natural environment and did not disturb the existing wildlife around Shurayrah Island. By protecting the pristine environment and making

KEEPING VISITORS IN THE DARK

additions that actively enhance the area, Coral Bloom perfectly captures our ambition on this project.

“That being a barefoot luxury experience unlike anywhere else on earth, where rather than pose an ecological threat, tourism can be used as a catalyst for significant regeneration.”

With light pollution proving increasingly harmful to the environment, negatively impacting animal breeding, feeding and life cycle patterns and increasing the risk of predation, the Red Sea Project has factored in the preservation of the night sky into its master plan. A lighting management programme will provide enough light to ensure visitors can move around safely, while minimising any impact on the night sky and natural world. The project is adhering to stringent criteria set by the International Dark Sky Places Programme, an initiative founded in 2001 to encourage the preservation and protection of the world’s dark sky sites through responsible lighting policies and public education. “Our objective is to become the first fullscale destination in the Middle East to achieve Dark Sky Reserve status,” reveals Pagano.

ATM YEARBOOK 2021 | 093

AVIATION ETIHAD LOOKS TO A GREEN FUTURE Etihad Airways has made its mark as a trailblazer for aviation sustainability. At the end of 2020, the airline entered its pioneering ecoDemonstrator into commercial service following a series of industry-leading test flights across the United States.

The aircraft, a Boeing 787-10 registered A6-BMI, joined Etihad’s 39-strong fleet of 787 Dreamliners, in December, making the UAE national airline one of the world’s largest operators of the technologically advanced aircraft type.

As the 2020 ecoDemonstrator, in partnership with Boeing, NASA and Safran Landing Systems, Etihad’s B787 Dreamliner was used as a flying testbed to accelerate technological developments with the goal of making commercial aviation safer and more sustainable.

Tony Douglas, Group CEO at parent company, Etihad Aviation Group (EAG), says this “very special aircraft” stands testament to the “innovation and drive for sustainable aviation that forms a core element of Etihad’s values and long-term vision”. He adds: “This is in line with the tremendous strides being made by Abu Dhabi, and the UAE, in the research and development of viable solutions to combat climate change.”

Etihad has also increased its purchase of carbon offsets to support projects certified by the Verified Carbon Standard and the Climate, Community, and Biodiversity Standard. The recent purchase, made through Shell, protects 149,800 hectares of peat swamp forest and vital habitats

for five critically endangered species, including Bornean orangutans, southern Bornean gibbons and proboscis monkeys and 1.6 million hectares of threatened forest and 28 high conservation value species in Peru.

The airline is also working with New Zealand Carbon Offsetting company Carbon Click, “a platform that uses certified Gold Standard offsets to reduce the climate impact of aviation through ethical, fully traceable reforestation and renewable energy projects”, to develop a carbon offset programme for passengers, but a launch date had not been revealed at time of press.

“I think that the challenge for the aviation and particularly airlines is greater than it has ever been.

The industry is going to have to demonstrate that it has a credible path to sustainability in the medium and long term.”

Willie Walsh, Director General, International Air Transport Association (IATA)

094 | ATM YEARBOOK 2021

HOW THE ECODEMONSTRATOR PROGRAMME WORKED The A6-BMI was decked out with special equipment for eight days of specialised testing on seven initiatives to enhance safety and reduce CO2 emissions and noise.

Flights gathered the most detailed NASA aircraft noise information to date from approximately 1,200 microphones attached to the outside of the 787 and also positioned on the ground. The information will be used to improve NASA’s aircraft noise prediction capabilities, advance ways for pilots to reduce noise and inform future quiet aircraft designs.

BOEING’S SUSTAINABLE AVIATION PLEDGE Boeing has set an ambitious target to advance the longterm sustainability of commercial aviation. The aircraft manufacturer has committed to delivering commercial airplanes that are capable and certified to fly on 100% sustainable aviation fuels by 2030. Boeing has also been a pioneer in making sustainable aviation fuels a reality, partnering globally with airlines, industry, governments and research institutions to expand limited supplies and reduce the fuels’ cost. In 2018, the Boeing ecoDemonstrator flight test programme conducted the world’s first commercial airplane flight using 100% sustainable fuels with a B777 Freighter, in collaboration with FedEx Express.

HOTELS MAJID AL FUTTAIM HOTELS IN LEED FIRST Majid Al Futtaim recently became the first and only conglomerate in the world to be awarded the prestigious LEED Platinum certification for its entire portfolio of hotels.

LEED (Leadership in Energy and Environmental Design) is widely respected as the pre-eminent green building rating system; with the award certification viewed globally as a marker of sustainability excellence.

The LEED rating system appraises the design, structure and overall operations of a building, assessing how these factors work

together to promote efficiency, improve performance and optimise sustainability practices. Evaluated projects are awarded points across a range of categories, with all accrued points being tallied to determine the LEED rating level of reviewed buildings.

Projects are awarded one of four certifications: Certified, Silver, Gold or Platinum. Each of Majid Al Futtaim’s 13 hotels was certified Platinum; with two hotel brands — IBIS Novotel Deira and IBIS Novotel, Mall of the Emirates — garnering a

maximum of 88 points on the LEED rating system. Khalifa Bin Braik, Managing Director, Majid Al Futtaim Hotels, says: “There is an awareness with regard to various certifications such as LEED and Green Globe and these are increasingly becoming factors or reasons to choose a hotel within a competitive set.”

He believes travellers now expect hotels to be sustainable, with the pandemic accelerating their awareness of sustainability elements such as “sanitisation and disinfection measures, in addition to indoor air quality.”

Left: Mall of the Emirates Below: Katara Towers, Lusail Marina District

GREEN DESIGN COUP FOR KATARA TOWERS The Katara Towers development at Lusail recently become the first hospitality project in Qatar to receive a GSAS Design & Build five-star rating certificate at the design stage. The Global Sustainability Assessment System (GSAS) is the Middle East and North Africa (MENA) region’s first performance-based green building certification programme, utilised by buildings, districts and infrastructure projects to assess their environmental impact.

With the project design assessed by sustainability experts at the Gulf Organisation for Research & Development (GORD), the awarded provisional certificate reflects the expected level of green credentials to be

achieved by Katara Towers upon completion.

Under the scope of GSAS-D&B certification for the towers, the project will include a range of features aimed at minimising negative environmental impacts linked with building and construction.

They encompass energy reduction initiatives resulting in 40% less energy consumption compared to a conventional building, as well as an advanced water conservation and waste management systems.

With a focus human wellbeing key to GSAS standards, the twin towers will create a healthy indoor environment by maintaining optimum levels of air quality, acoustics, lighting and thermal comfort.

ATM YEARBOOK 2021 | 095

HOTELS

096 | ATM YEARBOOK 2021

ECO-CONSCIOUS ELEMENT

ROVE EXPO 2020

Marriott’s extended-stay concept with an environmental conscience, Element, is making its mark in the region, with the 269-key Element Al Jaddaf recently opening its doors. Inspired by nature, the hotel features streamlined furnishings in light natural tones, ergonomic design, sun-filled spaces and even pet-friendly amenities. The brand is also heading to Qatar, with Element

by West City Centre opening in Doha’s West Bay business district in Q4. It is housed in an “ecoconscious” 41-storey residential tower using recycled materials and low-VOC interior paints. A second Doha property, Element by Westin West Bay – Al Seeliya Tower – is also planned. Element properties feature outdoor-inspired design philosophy, spa-inspired bathrooms, communal spaces, all-natural saline swimming pools, electric vehicle charging stations and a Bikes to Borrow programme.

From inception, UAE-based Rove Hotels has taken a proactive approach to sustainability. The group is committed to “positively impacting the world we live in and to ensuring hotel operations reflect this ethos”, says Nila Pendarovski, manager at the group’s upcoming Rove Expo 2020. “Our hotels have been built in accordance with water and energy conservation best practices, and we have implemented a number of eco-friendly initiatives such as recycling, composting, using technology to reduce our food waste, and more,” she continues. “Our soon-to-beopened Rove Expo 2020, which will be the only on-site hotel at Expo 2020 Dubai, will be the pinnacle of this evolution, keeping in line with Expo 2020 Dubai’s high sustainability standards.”

Left: Element

by West City Centre, Doha

Below: Rove Expo 2020

STAY GREEN Hilton Abu Dhabi Yas Island was built according to a sustainable design philosophy, which includes an automated light control system for all public areas; roof solar panels to heat water; a Guest Room Management System (GRMS) to monitor energy use and minimise air-conditioning consumption; and the installation of water restrictors on taps and showers to limit water flow. A specialised condensation system re-purposes guest room water and smart systems are in place to control hotel waste management. The hotel also has 12 designated electric charging stations for all types of electric cars.

Mandarin Oriental Jumeira, Dubai is the first Mandarin Oriental Hotel Group property globally to build a hydroponic farm, which will provide its restaurants with fresh and pesticide-free products. The luxury property is also building an on-site water filtration system to replace and reduce plastic bottle consumption and recently implemented new water and energy saving technology has also been introduced, including solar panels on the roof.

Pullman London

ACCOR MAKES THE PLEDGE Accor recently upped the ante by teaming up with Expedia Group, in conjunction with the United Nations Educational, Scientific and Cultural Organisation (UNESCO), to extend the UNESCO Sustainable Tourism Pledge (‘The Pledge’). This strategic tripartite agreement brings together 3,358 Accor hotels to promote environmental sustainability and sustainable tourism worldwide.

The UNESCO Sustainable Tourism Pledge promotes responsible practices, community resilience and heritage conservation, with the ultimate goal of changing the nature and impact of global tourism. Under The Pledge, which was originally launched in October 2019 with the Tourism Authority of Thailand, UNESCO and Expedia Group, parties commit to supporting the reduction and elimination of single-use plastics and promoting local economy and culture.

Accor’s involvement expands the initiative to almost 100 countries promoting sustainable tourism globally.

Park Hyatt Doha in Msheireb Downtown – the world’s first sustainable downtown regeneration project – is Gold LEED certified and incorporates many new and sophisticated energy- and water-saving features. Air quality is also prioritised, with improved filter efficiency, the use of low-vapour emitting materials and even testing for pollutants regularly conducted for guest wellbeing. Stand-out initiatives also include recycling waste and packaging; sourcing sustainable suppliers, organic and authentic products and reusable paper; removing all plastic products and replacing them with bamboo and jute alternatives; using biodegradable packaging; and making local food donations.

Address Beach Resort, Dubai provides segregated bins in each guest room to encourage recycling and uses eco-friendly bamboo key cards. Young guests are given biodegradable beach toys and drinks are served in re-usable, biodegradable mugs and water bottles.

Origins Vida Emirates Hills asks guest to purchase their own 100% recycled plastic ‘keep cup’ for a one-off AED 75 fee at this Dubai hotel.

They then pay just AED 10 for a coffee refill at any Vida Hotels and Resorts property.

Vida Beach Resort Umm Al Quwain At Vida’s first Umm Al Quwain hotel, in-room trays for coffee and tea amenities are made from Abaca – a relative to the banana plant grown in hot, humid climates. The plant’s longleaf sheaths are used as fibres to create the trays, with this material also used to make rope and textiles.

ATM YEARBOOK 2021 | 097

Will we build back better?

WTM’s Responsible Tourism Advisor, Harold Goodwin, certainly hopes we will, highlighting the opportunity to transform the relationship of tourism with nature, climate and the economy, once and for all

T

Ihere has been great optimism in the media that we will ‘build back better’ when the pandemic is over. It is a worthy aspiration and I also hope that we will. But will we?

The theme of WTM Virtual in November was Recover, Rebuild, Innovate. At the Responsible Tourism conference, we discussed the impact of COVID-19 on tourism and critical issues including: resilience, biodiversity, decarbonising aviation, racism, certification and consumer choice.

We also asked the question, ‘Can we make tourism better?’

Manda Brookman, director of the Cornwall Sustainable Tourism Project (CoaST) argued that we need positive deviance and new tools. But we also have many

solutions already tried and tested by businesses and destinations around the world.

We need to share those solutions, and more of us need to adopt them. We need to make tourism better, more quickly. Much more quickly. There is no one solution, plus priorities vary from destination to destination.

Long lists of sustainability issues are often drawn up, from greenhouse gas emissions to vernacular architecture, from child protection to plastic waste, but not all issues matter everywhere and no business or destination can tackle all the problems at once.

There are many issues ranging from biodiversity loss and potable

Harold Goodwin As WTM’s Responsible Tourism Advisor, Harold Goodwin orchestrates the flagship Responsible Tourism programme at WTM London, which attracted 4,000 participants in 2020, as well as the programmes at ATM, WTM Africa and WTM Latin America.

Harold has worked with local communities, their governments and the inbound and outbound tourism industry across four continents, is Managing Director of the Responsible Tourism Partnership and chairs the panels of judges for the World Responsible Tourism Awards. He also works closely with industry, local communities, governments and conservationists and undertakes consultancy and evaluations for companies, NGOs, governments and international organisations. Harold is the Director of the Institute of Place Management at Manchester Metropolitan University, where he is an Emeritus Professor, and Founder Director of the International Centre for Responsible Tourism, which promotes the principles of the Cape Town Declaration that he drafted.

98 | ATM YEARBOOK 2021

water to the conservation of heritage buildings.

These issues occur worldwide, but they do not arise everywhere and the extent of the challenge ranges in local importance from critical to ‘of no importance’.

THE BIG THREE Three issues matter globally. Two of them pose an existential threat to us and many other species, and the other is defining a new geological period: • Greenhouse gas emissions and climate change; • Biodiversity loss and zoonotic diseases; • Plastic waste, much of which enters watercourses, creating gyros of garbage in the oceans where it degrades and enters the food chain of many species, including ours.

Greenhouse gas emissions and biodiversity loss are widely regarded as existential threats for our species. Many scientists argue that we are facing a Sixth Extinction driven by our overexploitation of our finite Earth and climate change.

The key geological marker of the Anthropocene – the unit of geologic time used to describe the most recent period in Earth's history when human activity started to significantly impact on the planet's climate and

The need to preserve biodiversity is urgent

ecosystems – will be plastic. Our species is now so dominant that we are changing our climate and driving an extinction event.

As we are collectively causing these existential crises, we could collectively slow their development and stop them. But will we?

THE GREATER GOOD Individuals and businesses acting alone cannot slow or stop counter these threats.

As with COVID-19, climate change and biodiversity loss are ‘tragedy of the commons’ issues.

The benefits I enjoy from activities that result in climate change and biodiversity loss is greater than the negative impacts I will experience.

“We keep putting off tackling the issues, hoping that someone else will”

The benefit accrues to me; the damage is shared by all.

Individual businesses too are net-beneficiaries. The negative effects are shared by everyone so that it makes sense for individual businesses to continue exploiting and polluting the global commons. Their competitors will; and they may be disadvantaged if they don’t.

In most, but not all countries, governments imposed lockdowns to tackle COVID-19 for the ‘common good’, recognising that the pandemic, without restrictions on individual freedoms, could kill many more and that health services might be overwhelmed.

However, in many societies, there have been protests against

mask-wearing and social distancing. Action to secure the common good will be opposed by some and often by many.

We have known about greenhouse gasses and their consequences for global warming since the end of the 19th Century.

Biodiversity loss and the problems posed by plastic waste are not new either.

We keep putting off tackling the issues, hoping that someone else will.

Many of our politicians are more concerned about leaving a mountain of paper debt to our children than they are about the greenhouse gases that will bedevil their children’s and greatgrandchildren’s lives for decades.

THE PANDEMIC-LED OPPORTUNITY As the Secretary General of the United Nations, António Guterres, has pointed out, the COVID-19 crisis is “an unprecedented opportunity to transform the relationship of tourism with nature, climate and the economy” and to ensure “a fair distribution of its benefits and to advance the transition towards a carbonneutral and resilient tourism economy”. The question is, will we take the opportunity?

At the opening of Climate Week in September, the Prince of Wales, heir apparent to the British throne and an advocate for building a sustainable future, said: “The borderless climate, biodiversity and health crises

are all symptoms of a planet that has been pushed beyond its planetary boundaries. Without swift and immediate action, at an unprecedented pace and scale, we will miss the window of opportunity to ‘reset’ for a ‘green/blue recovery’ and a more sustainable and inclusive future.

In other words, the global pandemic is a wake-up call we simply cannot ignore.”

We need a sector response, as well as partnerships between tourists, businesses, communities and their governments, if we are going to make tourism better.

We should not continue with ‘business as usual’. Will enough businesses and destinations take responsibility and change tourism for the better? I don’t know; I am not a soothsayer.

I do know that the future of tourism will be what we collectively make it. We need a platform for change. Action at scale is urgently required.

I find myself in agreement with the Prince of Wales, as he has pointed out: “I have long observed that people tend not to act until there is a real crisis…that crisis has been with us for far too many years – decried, denigrated and denied. It is now rapidly becoming a comprehensive catastrophe that will dwarf the impact of the Coronavirus pandemic.”

And with Primo Levi, “if not now, when?”

ATM YEARBOOK 2021 | 99

Visionary leadership and strong public-private sector collaboration have driven the successful re-start of travel and tourism operations.

From airlines and airports to conference organisers and hoteliers, every partner in the Dubai ecosystem is working together to deliver strong visitor experiences and travel confidence. The results are quite evident in the data and the two recent big events that have taken place in Dubai.

We are looking forward to the Arabian Travel Market in May, and a long list of events are set to be held from now to 1 October when we will see Expo 2020 go live” MOHAMMAD AL HASHIMI VICE PRESIDENT, COMMERCIAL PRODUCTS DUBAI, EMIRATES AIRLINE

DID YOU KNOW? Launched last year, the UAE Government Media office and TikTok for Business ‘The World’s Coolest Winter’ campaign to promote local tourism in the UAE had attracted more than 70 million views by April 2021. The campaign encouraged UAE residents to discover hidden gems across the seven emirates and share their discoveries with the world.

Jebal Hafeet, the UAE's highest peak

Sources: Euromonitor International, UAE Ministry of Economy, WTO, Emirates Tourism Council

US$25.3bn inbound tourism spend by 2025

54.7%

UAE hotel occupancy rate in 2020 (beaten only by China)

14.8mn

guests welcomed at UAE hospitality businesses in 2020

52.2mn

nights spent in 1,089 tourism establishments providing 180,000 rooms

AED41bn

domestic tourism contribution to UAE economy in 2020

45.2%

drop in UAE tourism activity in 2020, the lowest decline globally

UAE ATM YEARBOOK 2021 | 101

Clear skies ahead His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline & Group reveals how the carrier navigated the most turbulent year in aviation history

HH Sheikh Ahmed

102 | ATM YEARBOOK 2021

Q: 2020 was a year like no other in modern history – how well did Emirates weather the storm?

The COVID-19 pandemic continues to take a toll on human lives, communities and economies. Aviation and travel had been hit hard by this black swan event in the past year.

In 2020, our focus at Emirates was to protect our operations and cash flow, look after our workforce and our customers, and chart a path for recovery so that Emirates emerges stronger and more competitive. The year was laden with challenges, as most countries around the world tightened entry and transit restrictions, forcing Emirates to make significant cuts to our flight schedule.

At the end of March, as directed by the UAE General Civil Aviation Authority, Emirates temporarily suspended passenger flights for around eight weeks.

During this time, we took swift action to serve cargo demand and other pockets of

opportunity, in addition to reducing costs across the business.

Since then, Emirates has gradually rebuilt its passenger network to help connect people, cargo and communities again. Today, we serve more than 100 passenger destinations and we are operating our entire fleet of 151 Boeing 777s. We’ve already restarted flights to a large portion of our pre-pandemic network, and will continue to ramp up our operations wherever we see demand.

The resilience that Emirates has demonstrated to weather the storm comes down to our robust business model, years of investment in digitisation and technologies, infrastructure and skills that have provided us with better efficiencies across the consumer facing aspects of our business. We’re confident that we will emerge from the crisis well-positioned not

“Today, we serve more than 100 passenger destinations and we are operating our entire fleet of 151 Boeing 777s”

and critical supplies continued to flow.

It has been able to quickly scale up its network to more than 130 scheduled cargo destinations across the world.

Emirates SkyCargo has also led the industry in stepping up to handle the logistical complexities of distributing COVID-19 vaccines globally, and I’m happy to report that in April, we’d transported more than 50 million doses of COVID-19 vaccines on our flights, doing our part to help communities recover from the devastating impact of the pandemic.

only to compete, but also to thrive and grow. We will continue to take positive steps to secure our long-term future.

Q: Emirates has remained at the forefront of industry-leading developments; what do you believe have been the airline’s greatest achievements over the past year?

The pandemic significantly changed the air travel experience, and Emirates was one of the first airlines to map out the full customer journey with bio-safety protocols at every touchpoint, leaving no detail to chance.

This has enabled customers to feel safe and confident when they fly with us, and we’ve seen demand return whenever travel restrictions are lifted, as our customers trust us to help them get back to the skies. On the ground, we’ve fully launched and scaled up our biometric path and touchless check-in experience, providing further assurance and meeting the evolving expectations of our customers for a safer travel experience.

Today, we have 33 biometric checkpoints and close to 50 touchless kiosks across Dubai International Airport.

We were one of the first airlines in the industry to provide unmatched flexibility for our customers when they book flights with us, providing protection and a penalty-free rebooking experience, in addition to offering the industry’s first COVID-19 and comprehensive multirisk insurance coverage.

We’re also proud of the work that Emirates SkyCargo has been doing to support communities and economies during the pandemic, by ensuring that global supply chains for essential goods

Q: When might Emirates return operations to pre-2020 status and what are the challenges?

We’re working to return to 70% of our

pre-pandemic capacity by year end, but much will depend on how the world situation develops.

We take an agile approach and work closely with the authorities and our partners to restart more destinations as countries and airports reopen.

Whenever travel restrictions lift, we see a strong uptick in demand for our flights.

Our biggest challenge as an airline and as an industry, is the fragmented approach taken by different countries towards flight operation protocols, as well as entry requirements for travellers.

These often change with little notice, creating uncertainty and hindering demand. This will need to be ironed out across countries and airports to ensure a safe restart for international travel and a smooth and stress-free experience for passengers.

Q: Has the pandemic altered your business development strategy?

I wouldn’t say our business strategy changed, but the pandemic accelerated developments that were in the pipeline – particularly our technology initiatives such as our biometrics path at the airport.

For the travel trade we launched the Emirates Partners Portal and Emirates Gateway – both on the latest technology platforms – to better engage with our partners moving forward.

Being close to our customers has always been part of our strategy, and we recognised early in the pandemic that

Left: The entire fleet of 151 B777s is now operational Right: Emirates is aiming for 70% pre-pandemic capacity by year end

ATM YEARBOOK 2021 | 103

they needed reliable sources that could help them make sense of the latest travel information. So Emirates created a multimedia hub on its website to provide the latest information on flights and travel requirements by destination, as well as bio-safety measures and other COVID-19 travel related information.

This was one of the most visited pages on emirates.com last year, and has become a definitive resource for all travellers, even those not flying with us.

We also wanted to maintain the trust and loyalty of our customers whose travel plans were impacted by the pandemic.

We committed resources to ramp up refunds processing, and also made it easier for customers to book, change or cancel their travel plans.

For our loyal frequent flyers, Emirates Skywards extended the Tier Status of Silver, Gold and Platinum members until 2022. We continue to look at ways to engage with and retain our customers so when the time is right, they choose to fly with us again.

Q: What do you believe are the biggest opportunities for Emirates in 2021?

Fortunately for Emirates, Dubai has a clear and solid strategy to open for business and international travellers, while ensuring the safety of visitors and our community. It is a true showcase of public and private sector co-ordination and partnership and will be a pillar of the

“As Expo 2020 Premier Partner and Official Airline Partner, Emirates will play a key role in helping attract visitors” 104 | ATM YEARBOOK 2021

airline’s recovery as we continue support ‘Destination Dubai’ and connect the world safely through our hub.

Globally, travel will rebound as vaccine roll-out programmes continue apace, and we are fairly optimistic that in the next 12-18 months we will see passenger movements recover across all consumer segments. As an airline, Emirates has the ability – and the agility – to quickly scale up operations and deploy capacity to meet demand as markets re-open.

Q: How has the pandemic changed the industry for good?

We’re adapting to the longer term realities of COVID-19.

Things that have emerged, which we expect to see for some years to come, include a focus on stringent hygiene and safety standards, and more digitalisation to transform the overall customer experience.

We will see more mobile apps like the IATA Travel Pass used to store travellers vaccine data and PCR testing results, and

they will become essential currency for international passenger movements.

Structurally, within the industry, we will see more consolidation, which will likely bring about higher ticket prices as capacity shrinks in comparison to prepandemic levels.

Fewer available seats will mean higher ticket fares, which may affect price sensitive consumer segments and ultimately, hinder demand to destinations that may have traditionally attracted those travellers.

Q: We have Expo 2020 Dubai to look forward to in October – what role will the airline play in ensuring the event is a success?

Expo 2020 Dubai will truly be the ‘world’s greatest show’, and is a must-attend event that will leave a meaningful and lasting legacy. As Expo 2020 Premier Partner and Official Airline Partner, Emirates will play a key role in helping attract visitors, not only to the event, but also to explore

Top left: the cabin of the future Top right: the Emirates Pavilion at Expo 2020 Left: Emirates is trialling the IATA Travel Pass

Dubai as a dynamic destination for travel, commerce and innovation.

A substantial number of the Expo 2020 visitors are expected to utilise air transport, especially across the catchment regions of the Middle East/GCC, Africa and South and West Asia that are all within the Emirates network.

We will have our own exciting Emirates Expo 2020 Pavilion located in close proximity to the UAE Pavilion and within walking distance of the Al Wasl Dome, the largest 360-degree projection surface

in the world and the epicentre of the Expo site.

The Emirates Pavilion will offer a preview for the future of commercial aviation, exploring the boundaries of science and technology as we look forward to the next 50 years of air travel.

The concepts we are showcasing aim to inspire and inform visitors of the many revolutionary and sustainability-driven breakthroughs that commercial aviation has achieved and continues to develop.

The interactive experiences will allow

Far left: Emirates has scaled up biometrics Above left: Emirates SkyCargo has played a key role in distributing vaccines Above right: Guests can expect more contactless kiosks

visitors to experiment with advanced airframes, propulsion systems, futuristic fuselages, and ultramodern composite materials.

What I’m particularly excited about is that through this world-class event, Dubai will truly become the world’s gathering place to help make a meaningful, positive impact on our collective future.

Fostering collaboration the world so desperately needs amid these challenging times to find solutions to our most pressing problems has never been so important.

ATM YEARBOOK 2021 | 105

Dubai’s pandemic success story His Excellency, Helal Saeed Almarri, Director General of Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) reveals how the destination has fast-tracked its recovery

I

t was the worst year on record for international travel, but not even a global pandemic can take down Dubai, which bounced back with vigour. Here’s how the last 18 months played out for Dubai Tourism, in the words of the entity’s Director General, His Excellency, Helal Saeed Almarri.

ON DUBAI LEADING THE RE-START OF GLOBAL TOURISM “Under the decisive leadership of His Highness, Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, supported by His Highness, Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council of Dubai, the emirate has demonstrated a high level of resilience, foresight and agility in managing through this pandemic, which has seen a faster than originally expected rebound of tourism.

Critically, our approach has been one of

preparedness, agility and consistency. Dubai was one of the first cities globally to close and lockdown, then became one of the first to open and stay open. This was achieved through robust and detailed safety reviews of each sub sector to ensure a staggered and gradual opening up programme.

This, coupled with the decision from day one to fully embrace and implement stringent measures in line with international practices, including the proven precautionary measures of wearing a mask and social distancing, meant we were able to instil confidence with our stakeholders and with the 200 nationalities that live and work here, to ensure nearly 100% compliance throughout. This enabled us to open for domestic tourism in May 2020 and to international arrivals in July. In 2020 we welcomed more than five million visitors.

While that was one-third of the previous year’s figure, it was testament to Dubai leading the global re-start of tourism.

Coupling this with the provision of a relief package in excess of AED 7 billion ($US1.91 billion) to mitigate the impact on the economy and ensure business continuity, we have continued to see steady tourism growth in 2021, with the summer period expected to be the launchpad for accelerated growth ahead of Expo 2020 in October.”

ON WORKING WITH STAKEHOLDERS “Based on its powerful

106 | ATM YEARBOOK 2021

public-private partnership model, Dubai has remained in continuous dialogue with all stakeholders and partners. We have a solid history of the government and private sectors working together as one and we are all united to support strong growth in this new normal.

The development of a successful programme of joint initiatives and a unified set of goals in partnership with other government departments and the private sector has ensured the industry and all stakeholders are aligned and able to collectively showcase the city as one of the safest places in the world to visit.

Our regular meetings with partners provide a platform for an exchange of ideas and perspectives and to explore ways to provide additional guidance

city’s position as a must-visit destination.

These include Ain Dubai – the world’s tallest observation wheel – and the Museum of The Future. Domestic tourism, which played a pivotal role in driving the UAE’s tourism economy in 2020, will also continue to be critical.”

“We expect to see an accelerated rebound throughout 2021” inspections to ensure the success of the initiative. Our extensive and sustained efforts to contain the pandemic won international recognition, with the World Travel and Tourism Council (WTTC) awarding the city a Safe Travels stamp.

The UAE is also widely credited for establishing an effective test-and-trace programme and is ranked among the top five nations globally in terms of vaccine rollout. These safety credentials were also reinforced when Dubai became the first city globally to host in-person mega MICE events such as GITEX in December and Gulfood in February. From independent surveys conducted with the more than 100,000 visitors attending these shows, 9698% rated their experience at both events as safe or very safe.”

to create a positive perception and encourage confidence among domestic and international tourists.

As part of our agile and highly responsive network, we are also constantly liaising with our 3,000-plus partners worldwide to ensure a constant flow of communication, updating them on all aspects of Dubai’s tourism industry, particularly as the city is open and safe. The DUBAI ASSURED stamp, an innovative compliance programme implemented across the city, reflects our strong strategic partnerships with different government entities. We launched the stamp in coordination with the Department of Economic Development (Dubai Economy) and Dubai Municipality and then these three bodies joined Dubai Police and other government entities to conduct joint

Above: Dubai is closer towards its goal of becoming a world-leading family destination

Left: The Museum of The Future will open soon

ON THE 2021 OUTLOOK “While the pace of the global industry revival in 2021 will be influenced by the evolving COVID-19 situation and the easing of travel restrictions in several countries, Dubai will continue to build on the strategic initiative to reopen the city to tourists and keep it open while maintaining the safety of visitors. As industry and traveller confidence continues to improve and with vaccinations being rolled out globally, we expect to see an accelerated rebound throughout 2021, supported by our diversified market strategy, enabling us to capture target markets and regions as they reopen.

We also look forward to key milestones that will help drive the tourism industry forward – Expo 2020 Dubai, the first global event of its kind to be held in the Middle East, Africa and South Asia region; the UAE’s Golden Jubilee celebrations; plus a host of new developments that will further enhance the

ON COLLABORATION AND TOURISM DEMAND DRIVERS “Collaboration with our industry partners and key government stakeholders is integral to the continued tourism rebound and 2021 will see an even greater impetus on collective efforts to recover faster and stay ahead of the curve.

From a governmental perspective, we have also been focusing on initiatives designed to make the city even more attractive to people around the world and easing barriers to entry for tourists, while working with our partners like the General Directorate of Residency and Foreigners Affairs – Dubai, Emirates and flydubai to offer greater convenience and accessibility to travellers who select the city for their next vacation.

Over the past year, Dubai has announced a raft of new strategic, legislative and regulatory enablers including a multiple entry visa for all nationalities, new visa categories and programmes such as Golden Visa and Virtual working that give more flexibility and options for talent to come and remain in the emirate, as well as driving greater consideration and elevating urgency to visit Dubai as the first-choice destination for both business and leisure travellers.

Dubai has taken big strides towards its core focus of becoming the world’s leading family destination and is confidently looking at the summer period as the launchpad for accelerated travel growth and meaningful rebound. The tourist visa fee waiver for children under 18 years of age, accompanied by their parents, will strengthen Dubai’s appeal as the family destination of choice for the summer period. With an expanded calendar of festival and events, and the launch of various new retail destinations and attractions coming soon, the depth and diversity of Dubai’s offerings continues to increase, aiding Dubai’s growth trajectory towards becoming a top five global tourism hub for both business and leisure. As we build on the industry momentum underway, we will focus on the key elements that have ensured the industry’s success in the past – our commitment to creating unique value and delivering the best guest experience.”

ATM YEARBOOK 2021 | 107

THE GREAT COMEBACK

A timeline of Dubai's milestones and achievements over the past 18 months

The Virtual Working Programme launched in October

•JANUARY 2020 Dubai Tourism announces the city welcomed 16.73 million international overnight visitors in 2019, representing an impressive 5.1% year-on-year increase and an all-time visitor number high.

•MARCH 2020 Just weeks before Dubai goes into lockdown, Dubai Tourism shares new data revealing tourism momentum accelerated in the first two months of 2020 with the destination welcoming 3.27 million international overnight visitors in January and February, representing 4.2% growth compared to the same period the previous year.

•APRIL 2020 Dubai Tourism launches #Till We Meet Again, the first in a series of digital activations across key markets to reinforce and sustain Dubai’s global appeal as a must-visit multi-faceted destination in the minds of travellers once international travel restrictions are eased.

•MAY 2020 Dubai starts to reopen to various sectors including the domestic tourism market.

•JULY 2020 Dubai Tourism, in cooperation with the Department of Economic Development and Dubai Municipality launch DUBAI ASSURED, an initiative to certify establishments across the tourism ecosystem including hotels, restaurants, retail outlets and attractions complying with strict safety and hygiene measures to combat COVID-19. The ‘DUBAI ASSURED’ stamp serves as a visual identity, reassuring guests that all safety and hygiene measures have been complied with across all tiers and categories of

108 | ATM YEARBOOK 2021

tourist touchpoints. The stamp is valid for 15 days and renewed in line with the regular inspection process.

The World Travel and Tourism Council (WTTC) recognises Dubai as a safe destination, awarding the city a ‘Safe Travels’ stamp that validates the effective citywide management of the pandemic.

Dubai opens its doors to international tourists.

Dubai Tourism marks the moment by launching another digital activation, #Ready When You Are, featuring innovative content presenting Dubai

as a safe and prepared holiday destination and encouraging travellers to consider bookings to Dubai to enjoy their first post-pandemic international holiday.

•JULY/AUGUST 2020 Dubai becomes one of the first cities in the world to restart the events sector.

The AI Everything X Restart Dubai Summer Conference 2020 was the region’s first live, interactive networking business event, kickstarting the reopening of the global events sector at the Dubai World Trade Centre in July. This laid the groundwork for

the opening up of the international MICE industry in October and then GITEX being held in December and Gulfood in February 2021 – both the largest events of their kind in the world, attracting more than 100,000 visitors from 162 countries. A framework was created to demonstrate it was possible to both prioritise the health and safety of all participants and delegates while providing platforms for showcasing new products and innovation, networking, professional development and knowledge sharing.

As Dubai Tourism gives

•JANUARY 2021 Dubai Tourism and the General Directorate of Residency and Foreigners Affairs – Dubai, sign a strategic partnership agreement to enhance cooperation and facilitate processes for the issuance of residency permits for various investor programmes and special visas. This includes the Golden Visa, multiple entry visa and property investor and entrepreneur visas, as well as the Retire in Dubai and Virtual Working Programmes initiated by Dubai Tourism.

Dubai welcomed 16.73 million international overnight visitors in 2019

the green light to hosting live events and indoor and outdoor concerts, in line with robust health and safety guidelines, Dubai’s leisure events landscape regains its vibrancy with a line-up of events hosted under the Dubai Summer Surprises (DSS) programme including three sold out shows by world-renowned comedian Jimmy Carr.

•SEPTEMBER 2020 Dubai Tourism launches the global Retire in Dubai programme in cooperation with the General Directorate of Residency and Foreigners Affairs – Dubai. The first scheme

of its kind in the region for foreigners aged 55 and above, the marketing campaign showcases Dubai as the world’s preferred retirement destination, providing expatriates who have reached retirement age and retirees worldwide, the opportunity to enjoy a one-of-a-kind lifestyle in the emirate.

•OCTOBER 2020 Dubai Tourism launches the Virtual Working Programme, providing greater flexibility and options for talent to visit and stay in Dubai.

It enables working professionals from all over

the world to live and work remotely from the UAE, even if their companies are based in another country. The initiative offers remote workers and their families the opportunity to re-locate on an annual basis. Those re-locating to Dubai can take advantage of the emirate’s strong digital infrastructure, robust connectivity, safe and highquality lifestyle, global networking opportunities and zero income tax for individuals.

Dubai Tourism launches a new global digital activation #Live Your Story, which encourages

visitors to enjoy much more than Dubai’s world famous offerings once they arrive in the city, allowing them to customise exceptional experiences to suit their tastes.

•DECEMBER 2020 Dubai announces a packed programme of events and activities featuring an array of world-class entertainment, spectacular fireworks across 23 locations in the city, as well as concerts.

The 26th edition of the Dubai Shopping Festival (DSF) and Dubai Calendar revealed ushered in the New Year in an unforgettable way.

•FEBRUARY 2021 Dubai Tourism rolls out a vaccination campaign for hotel staff, starting with a pilot programme that saw more than 10,000 employees of leading hotels on The Palm Jumeirah receiving the vaccines. The UAE is currently ranked among the top five nations globally in terms of vaccine rollout.

•MAY 2021 Following the restart of the events sector and international MICE industry, Dubai Tourism plays a pivotal role in reinforcing Dubai’s position as a global leisure and business events hub, participating at Arabian Travel Market as the Destination Partner alongside several Dubai government and private sector establishments.

Dubai Tourism looks ahead to celebrating more milestones during a landmark 2021 including Expo 2020 Dubai and the UAE’s Golden Jubilee.

ATM YEARBOOK 2021 | 109

Playful, surprising and just a little mischievous Introducing SLS Dubai Hotel & Residences, where hotel meets art gallery and elevated hospitality experiences await

I

n a city as dynamic as Dubai, where new properties open their doors on a regular basis, it’s a tough call for hotel groups to wow residents and visitors with new hospitality concepts. However, Accor has done just that as it continues to roll out its diverse portfolio of unique lifestyle brands through partnerships

110 | ATM YEARBOOK 2021

Spencer H. Wadamaz

with global creative leaders in this field.

The group’s latest edition to the city’s every growing skyline is SLS Dubai Hotel & Residences, a successful lifestyle brand fashioned by US-based entertainment giant sbe. Located in the Downtown district, SLS Dubai offers incomparable 360-degree city views, taking in the Burj Khalifa and Dubai Creek, and with its home in a new 75-storey tower, is one of the tallest hotels and residences in the region.

Developed in partnership with World of Wonders Real Estate, SLS Dubai features 254 expertly designed hotel rooms by acclaimed UAE-based designer Paul Bishop, 371 residential units, 321 hotel apartments and in true SLS fashion, contemporary art, sleek accents and exceptional fittings that are unique characteristics of the brand’s DNA. Bishop, along with his team at Bishop Design, have designed the entire property, including its F&B venues and public spaces.

SLS Dubai presents a host of “truly enriching and elevated experiences”, including exceptional culinary venues, which is a

hallmark of the SLS brand. They range from Fi’lia, the entirely female-run restaurant that celebrates food and identity, to Carna, the contemporary steakhouse by the awardwinning Italian butcher Dario Cecchini.

Hotel guests enter through the impressive ground atrium. From here they can take an express elevator to the opulent Sky Lobby on the 71st floor, giving them panoramic views of the city’s skyline.

Floor-to-ceiling windows and a grand marble bar highlight S Bar, a lounge area where the menu is playfully divided between healthy, angelic and decadent options and on the 75th floor sits Privilege, a lounge and nightlife venue featuring the region’s highest two infinity pools, offering coveted and unobstructed views of Dubai. Privilege is also home to the iconic SLS design touch – a giant duck – placing it at the top of Dubai’s most Instagram-worthy destinations.

A modern yet sophisticated coffee brand, called EllaMia, greets guest on the ground floor, while 12 Chairs is a caviar bar that showcases the very best of caviar, exclusively reserved for a few select guests.

SLS Dubai also includes sbe’s signature Ciel Spa, the epitome of luxury with treatment rooms, plunge pools, a hair and nail salon, a fully equipped gym and two outdoor terraces.

To find out more about the vibe and characteristics at this distinctive new property, the ATM Yearbook 2021 spoke to General Manager Spencer H. Wadama.

What’s unique about SLS? The SLS brand is an original amalgamation and irresisible combination of style, luxury, service, creativity and community and this property is a hospitality trailblazer, particularly in Dubai, having forged strategic alliances with visionaries such as acclaimed Dubai-based interior designer Paul Bishop and his team, as well as celebrated butcher Dario Cecchini’s cutting-edge steakhouse concept, Carna. In hospitality, we are expected to deliver comfort and service, but that is just the beginning. At SLS, we take it one step further: we curate moments and create destinations. We are in the business of making memories, creating experiences, evoking feelings, and most of all, giving guests a reason to look back at their time with us and want to return.

Why is Dubai a great fit for the first SLS in the region?

Dubai is a strong luxury lifestyle destination and with SLS Dubai, we’re looking to make an incredible first impression. In addition, Dubai has and continuously establishes itself as a creative hub, ideal for residents and foreign

“We are sometimes understated, sometimes loud, but always graceful in how we act and stylish in how we look”

travellers alike; those genuinely looking for a unique stay or entirely bespoke experiences.

The Middle East is a critical market for us to introduce our our award-winning portfolio of culinary and entertainment brands too.

How would you describe the brand’s personality and what type of guests it suits?

If I could describe SLS’s personality, it would be playfully mischievous, wittily surprising and just a little sexy. SLS Dubai is essentially a hybrid hotel – a mix of hotel rooms and serviced residences – suiting anyone searching for the distinct; those who truly want to live the SLS lifestyle. At SLS, we’re afforded the flexibility to cater diverse guest needs – for example, our serviced apartments offer guests the chance to stay with us on a long-term basis with the added comforts of hotel facilities and amenities.

What features will wow your guests?

There are many features that wow our guests because of the lifestyle experiences and bespoke service we deliver. Our approach is sophisticated, playful, cosmopolitan, elegant and stately. We are polished and refined in our language, interests and tastes.

We always inject wit, fun and surprise into the smallest details. It’s what makes us different. We live to bring people together and bring energy to communities. We are sometimes understated, sometimes loud, but always graceful in how we act and stylish in how we look.

The lifestyle hotel sector is booming – how does SLS differ from other brands?

The way SLS distinguishes itself from other brands in the lifestyle hotel sector is the proactive manner of how, as a brand, we integrate ourselves into the DNA of the city.

We’re certainly adding a new twist on luxury, from our architecture and design to our signature brands and lifestyle attributes. Also, we’re introducing a unique proposition, from the renowned butcher Dario Cecchini, who is bringing his culinary talents and expertise to Dubai for the very first time, to two of the tallest infinity pools in the region.

Far left: Signature SLS contemporary art touches Above from top: Acclaimed designer Paul Bishop has designed the rooms SLS is housed in a 75-storey tower The sleek atrium

ATM YEARBOOK 2021 | 111

A future-proof strategy

Abu Dhabi’s tourism industry has emerged from the pandemic stronger than ever, says H.E. Ali Al Shaiba, Executive Director – Tourism and Marketing Sector, the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi)

T

here is no doubt the global tourism industry bore the brunt of the 2020 pandemic, with international travel almost grinding to a halt and borders closing as the virus spread indiscriminately. Although visitor numbers plummeted worldwide, proactive destinations like Abu Dhabi took swift action to mitigate the impact of COVID-19. The emirate tackled the obstacles thrown its way with initiatives ranging from health and safety measures to audience engagement platforms.

112 | ATM YEARBOOK 2021

“In March 2020, the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) quickly recognised the importance of addressing the situation to prevent heavy losses to the local tourism sector and immediately began planning future recovery,” confirms H.E. Ali Al Shaiba, Executive Director – Tourism and Marketing Sector, DCT Abu Dhabi.

During the first lockdown period, DCT Abu Dhabi maintained the momentum of its promotional and audience engagement activities through innovative digital cam-

Qasr Al Watan (Abu Dhabi’s presidential palace)

paigns such as the virtual tourism platform #StayCurious, he says.

Encouraging would-be visitors to #StayCurious, the platform featured original education and entertainment content to give them a true taste of the emirate’s “magic and hospitality”.

The interactive 360-degree experience had five themes: Stay Adventurous – tours, views and history and heritage insights; Stay Indulgent – cooking workshops and masterclasses with the emirate’s top chefs; Stay Enlightened – free virtual courses and

H.E. Ali Al Shaiba, Executive Director – Tourism and Marketing Sector

education content from top institutions including Grow with Google; Stay Creative – an exploration of Abu Dhabi’s cultural offerings; and Stay Entertained – a hub that links to virtual events and activations.

SAFETY FIRST Then, as lockdown restrictions began to ease in the second quarter of 2020, the tourism body set into motion a number of strategies and programmes to support the rebound of tourism.

These included domestic tourism cam-

paigns such as 'Rediscover Abu Dhabi' and 'Treat Yourself', travel industry specific educational programmes including Abu Dhabi Specialists, and crucially, the Go Safe health and safety certification programme.

The initiative, which aims to elevate and standardise hygiene and cleanliness levels across hotels, tourism attractions and retail establishments in response to COVID-19, was rolled out swiftly, with the iconic gallery Louvre Abu Dhabi among the first venues to obtain the Go Safe certification, followed soon after by well-known establishments

such as Emirates Palace, St. Regis Abu Dhabi and tourism sites Qasr Al Hosn and Cultural Foundation.

“Since its launch in June 2020, and in collaboration with key authorities, DCT Abu Dhabi has certified 95% of hotels, in addition to Yas Marina Circuit, four theme parks on Yas Island, as well as 33 malls across the capital, two cinemas and two museums, after conducting rigorous on-site inspections,” confirms His Excellency.

“This programme remains to be an essential part of safeguarding our community and visitors, and we are looking at expanding it further to include added layers of safety and remain ahead of these concerns.” He says Go Safe quickly became the “benchmark for hygiene and safety levels in Abu Dhabi, blazing a trail in setting world-class standards in cleanliness and improved public health”, adding: “It was created with our consumers’ concerns in mind, to help boost their trust and confidence and allow them to experience the best of Abu Dhabi, while feeling safe and reassured.”

These high safety levels also enabled the emirate to be among the first destinations in the region to welcome back sports, with the hosting of two UFC events – UFC Fight Island in July and Return to Fight Island in August.

This was made possible by a ‘safe zone’ concept, with the creation of a six-squarekilometre area of Yas Island cordoned off for five weeks incorporating the arena, hotels, training facilities and Yas Beach, as well as dining and entertainment venues.

This bubble accommodated around 2,500 people including personnel from government entities, maintenance teams, operations staff, Yas Island employees and UFC delegates for the entire period.

His Excellency says by setting world-class health and safety standards, DCT Abu Dhabi was able to “effectively navigate

ATM YEARBOOK 2021 | 113

the challenges posed by the pandemic and maintain profits for the tourism sector throughout 2020”.

A WELL-PLANNED RECOVERY DCT Abu Dhabi leveraged the last few months of 2020 to prepare Abu Dhabi for a safe and well-planned reopening.

The emirate started welcoming international travellers again on December 24, with strict health and safety rules implemented that at time of press, remained in place.

“Today, Abu Dhabi welcomes international travellers from all countries and has developed a system that safeguards both residents and visitors against potential safety risks,” explains His Excellency.

“This includes what is known as the TheList’ First –Class flatbed:reviewed Emiratesand is atup‘Green regularly thebased forefront of on-board innovations dated on COVID-19 developments, andallows experiences this list worry-free entry to the capital without quarantine from a number of popular destinations.”

The UAE capital regularly updates its ‘green list’ of destinations, with passengers arriving from countries on this list exempt from mandatory quarantine measures and only required to undergo PCR testing at the airport. Passengers arriving from other destinations are required to self-isolate for 10 days on arrival.

“After nearly a year of great change and uncertainty, Abu Dhabi’s ability to reopen its borders to international travellers was a momentous milestone on its journey back to economic recovery for the tourism industry,” says His Excellency.

“And, despite the challenges presented by the pandemic towards the industry, we successfully expanded our offerings in 2020, and continue to see a rise in tourism activities for both business and leisure seekers.”

From the Emirati Cuisine Programme,

Top: All Yas Island theme parks, including Ferrari World Abu Dhabi, are Go Safe certified Below: Abu Dhabi is tapping into travellers’ growing preference for authenticity through culture and nature.

Below right: DCT Abu Dhabi will use big data to further personalise its destination offering

which is aimed at promoting the Emirati culture through culinary experiences, to adding new and thrilling off-road driving routes and unmissable desert activities aimed at adventurers, DCT Abu Dhabi is tapping into travellers’ growing preference for authenticity through culture and nature.

Building on its reputation as a family friendly destination, the emirate has also recently launched the Hudayriyat Leisure and Entertainment District, which features a vast range of indoor and outdoor activities for families, sports enthusiasts

A taste of the UAE The Emirati Cuisine Programme (ECP) was launched in late 2020 to make Emirati food more accessible and to provide a broader cultural experience for both visitors and residents.

Under the programme, 32 chefs in approximately 30 hotels received training from Emirati chef Khulood Atiq to prepare and serve a range of authentic Emirati dishes, such as luqaimat, machboos, balaleet and aseeda. The programme aims to establish more partnerships with hotels across the emirate and train more chefs to prepare these dishes in the near future.

Right: Chef Khulood Atiq and traditional cuisine

114 | ATM YEARBOOK 2021

and adventurers, as well as Cove Beach on Reem Island – a unique beach concept for those who appreciate leisure, alongside both beach and city views. Furthermore, considering the great value that MICE Emiratestowards now operates more of consumers contribute the success thanAbu 240Dhabi aircraftand Abu Dhabi’s industry, DCT key industry stakeholders have introduced a new cultural programme that gives business event attendees the opportunity to experience exclusive unique and authentic cultural experiences as part of their visit to Abu Dhabi.

“These projects and initiatives pave the way towards the next era of international tourism, where our industry plans are all-encompassing, our offerings are heightened, and both our stakeholders and audience groups are catered to in a customised manner,” says His Excellency.

SAFETY MEANS NUMBERS With a collaborative industry approach proving successful to developing new initiatives in 2020, DCT Abu Dhabi aims to “delve deeper into industry partnerships”

“We can comfortably say that our tourism sector is more futureproofed and inclusive than ever” in 2021, understanding that by working together, the public and private sector can create “significant opportunities and achieve successful outcomes”.

“This is evident from the relentless efforts put forth by both public and private organisations and authorities in Abu Dhabi over the past year, which has allowed us to develop a system with a reliable mechanism and successfully contain the spread of COVID-19 , minimising the impact of the pandemic across multiple areas including the sustenance and growth of the tourism sector,” says His Excellency.

“Subsequently, we can comfortably say that our tourism sector is more future-proofed and inclusive than ever.

“We have strong long-term projections on the future of tourism in Abu Dhabi. We received 11.35 million total visits to Abu Dhabi in 2019 and we’re expecting this to grow to an impressive 23 million by 2030.”

While Abu Dhabi is currently welcoming visitors from all overseas destinations (according to the aforementioned strict health

Off-road adventure A new project giving adventurous travellers the chance to explore the Abu Dhabi desert was launched in January. The Off-Road Driving in Abu Dhabi Project, organised DCT Abu Dhabi, comprises six off-road driving

and safety procedures), in the short term, DCT Abu Dhabi is targeting visitors from “lower-risk markets”, while positioning Abu Dhabi “at the forefront of people’s minds for longer-term planning, so it’s the first choice of destination once they are ready to travel”, explains His Excellency.

“We aim to do this through a series of engaging initiatives, such as rolling out our safe year-round schedule of high-profile events like the recent UFC Fight Island on Yas

route maps covering Abu Dhabi, Al Dhafrah and Al Ain. The idea is that visitors use them to embark on desert camping and safari experiences in their own vehicles.

The route maps have been designed to suit drivers of all abilities, from beginner to advanced, and each

Above: Louvre Abu Dhabi: one of the first venues to obtain Go Safe certification

provides a variety of sightseeing opportunities, including camel and gazelle sightings, unique desert dune views and access to oases.

Maps feature Al Remah, Al Ain to White Sands, Hameem Loop, Umm Al Oush, Liwa Crossing and Al Khazna, all of which are available through

Below left: Dune Bashing in Liwa Desert

Below: DCT Abu Dhabi is promoting its adventure activities to would-be travellers

participating tour operators, as well as the Abu Dhabi Off-Road webpage at www.visitabudhabi.ae.

Drivers are provided with a set of checklists and instructions to ensure their safety and routes are available on the Google Maps app through designated links.

ATM YEARBOOK 2021 | 115

Coming soon to Abu Dhabi

Al Marmoom

New rail links: Plans for a city metro-system, an emirate-wide rail Camp Bedouin network led by Etihad Railway, and new transport links to the islands and island resorts, are underway.

Warner Bros. World™ Abu Dhabi

Midfield Terminal: This new terminal at Abu Dhabi International will house 65 aircraft gates, 28,000 sqm of retail and dining space, eight airline lounges and a three-star transit hotel with 163 rooms.

Tourism attractions: Opening this year are the world’s first Warner Bros Hotel, close to Warner Bros World Abu Dhabi theme park (pictured); Al Qana, the largest aquarium in the Middle East; and Snow Abu Dhabi – the world’s largest indoor snow park spanning 11,660 sqm.

“The past year has taught us a number of important lessons and emphasised the need for a shift in tourism strategies” Island, which saw the implementation of one of the first innovative ‘bubble’ concepts at an international sports event, allowing us to welcome a limited number of spectators back to the arena.

“Additionally, we have created further exciting partnerships to bring more sports and entertainment events to the capital including the third edition of the UAE Tour 2021, the Abu Dhabi World Triathlon Championship 2021 and the 2021 World Swimming Championships, in an aim to raise our profile as a leading tourism destination and engage with international audiences during this period.”

PANDEMIC-LED CHANGES DCT Abu Dhabi is also processing lessons learned during the pandemic to better plan for the future, as His Excellency explains.

“The tourism industry is dynamic by nature and our role as the tourism board of

116 | ATM YEARBOOK 2021

Abu Dhabi is to respond to the trends and changes that come with it, he says. “The past year has taught us a number of important lessons and emphasised the need for a shift in tourism strategies given the sudden, and some potentially permanent sector changes resulting from the pandemic.

“This experience has forced our industry to rethink its approach and we see ourselves adopting a more tailored strategy, personalising our response to align with the individual needs and interests of our diverse consumers. This is where the role of data and analytics comes into play.

While this has been an area we always deemed important, its crucial value has surfaced over the past year, and we anticipate an increased reliance on insights gathered to help pave the way for future industry growth. Data enables us to identify relevant trends and to respond to consumer and sector concerns in a fitter manner.”

THE EXPO EFFECT Of course, Expo 2020 Dubai, which launches in October, will play a significant role in fast-tracking the UAE’s tourism industry, as one of the first global events to take centre stage following the pandemic, as well as the first ever World Expo to take place in the Middle East, Africa and South Asia region.

“The event is an unprecedented opportunity to showcase the UAE’s unique culture and hospitality to the world, and following the recent announcement of a Unified Tourism Strategy for the nation, one that will see cross-collaboration between all the Emirates, Expo 2020 is the perfect building block towards achieving long-term sustainable growth for the sector,” says His Excellency.

“With visitors due to make their way to the UAE from 190 countries for the event, our ultimate goal is to work closely with our colleagues in the industry to optimise the experience for visitors. The site is also situated only about an hour away from Abu Dhabi, and we will ensure that we provide visitors with a seamless experience, and promote Abu Dhabi as an extraordinary destination on the world stage.”

A world you won’t find online

Recover. Rebuild. Innovate.

Register now london.wtm.com Follow us #IdeasArriveHere

The destination creator

Hudayriyat Island

E

stablished in January 2018, Modon Properties is a real estate development company mandated by the Government of Abu Dhabi to develop integrated tourism destinations with a difference – those that offer citizens, residents and visitors with an optimal experience of the UAE. Over the past three years, the entity has made strong headway with its goal to create dynamic hubs for leisure, recreation and sport, culminating with a record-breaking year in 2020.

118 | ATM YEARBOOK 2021

How real estate development firm Modon Properties is playing a key role in elevating Abu Dhabi's experiential tourism credentials

LIFESTYLE PROJECTS The Abu Dhabi-based developer made its foray in the lifestyle project sector with a one-of-a-kind attraction, Jubail Mangrove Park. A tribute to the natural ecosystem of Abu Dhabi and Jubail Island, it is an important educational destination and serves as a celebration of natural beauty and environmental awareness. The stunning destination was recognised as the ‘Best National Educational Project’ at the prestigious 2020 MEED Awards.

Adding a new project to the capital’s ever-growing portfolio of attractions, Modon launched the Hudayriyat Leisure and Entertainment District in November 2020, featuring an unrivalled selection of sports, leisure and camping facilities.

The project fortifies Modon’s commitment to sustainable urban environment and enhancing the quality of life of all residents, citizens and tourists.

AN ICON REIMAGINED As it continues to build on the capital’s

Jubail Mangrove Park position as a leading tourist destination with new attractions, Modon also commenced the redevelopment of Mina Zayed, in collaboration with the Department of Municipalities and Transport (DMT), to transform of Abu Dhabi’s iconic landmarks.

The demolition of Mina Plaza Towers was the first step, in line with the directives of the Abu Dhabi leadership, to develop the historic area.

With safety of the population and the environment a top priority, Modon and DMT used the highest international standards and technologies available, ensuring the best results were achieved.

Comprising four large high-rise structures, some 144 floors were demolished in 10 seconds with stable non-primary explosives, setting a new Guinness World Records™ title for the Tallest building demolished using explosives (controlled demolition).

With the towers demolished and the plan in motion, the commencement of work in Mina Zayed Fish Market began at the end of the year and is set to be completed in Q3.

Ahmed Al Shaikh Al Zaabi

SETTING THE PACE FOR GROWTH From Hudayriyat Island to Mina Zayed, Modon has extended its reach to even wider horizons. The company’s other

Jubail Mangrove Park on the island of Jubail is surrounded by natural mangroves and ocean waters. This one-of-a-kind attraction is an entertaining and educational facility that showcases the ecological importance of mangroves to the UAE. It aims to open eyes of local and international visitors to the beauty of conservation, inspiring the development of similar environmental projects across the region. There are walking tracks; six mangrove stations, including one floating platform with netting where visitors can view underwater marine life; an information centre and viewing platform; two food trucks; an educational play area; and a kayak centre.

projects in Al Mirfa and Liwa are currently underway after being awarded in 2019.

Despite the inherent challenges brought on by the COVID-19 pandemic, Modon secured and developed a diverse range of mega projects to enhance resident satisfaction through architecting sustainable infrastructure and vibrant destinations for visitors of all kinds, contributing to Abu Dhabi’s economic success and growth.

“In a year unlike any other, we demonstrated our resilience by ensuring business continuity. As we set grounds to reach new heights in 2021, we will continue to keep pace with future growth of the emirate,” says Ahmed Al Shaikh Al Zaabi, Director, Delivery, Modon Properties.

ATM YEARBOOK 2021 | 119

Mina Zayed Inaugurated in 1972, Mina Zayed has served as the main port in Abu Dhabi for more than 40 years. Named after UAE’s Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan, it is distinguished as one of the regional pioneers in the maritime industry, playing an instrumental role in fortifying Abu Dhabi’s international trade. The Mina Zayed Wharf is being redeveloped as part of an overall plan to revitalise designated areas in Mina Zayed to transform it into one of Abu Dhabi’s landmarks.

The main objective of this redevelopment is to consolidate all the markets and souks into one destination retail outlet within the retail hub of Abu Dhabi. The project will comprise a fish market, plant souk, fruit and vegetable market, meat market, carpet souk, date souk and a wholesale souk.

Introducing Hudayriyat Leisure and Entertainment District Once the home of pearl divers, Hudayriyat Island is a today a waterfront community in Abu Dhabi and a destination for sport, entertainment, dining, recreation, glamping and much more.

Highlights of Modon’s new Hudayriyat Leisure and Entertainment District on the island include: BAB AL NOJOUM: a unique camping experience offering deluxe tents, beach tents with views of the water, tents with pools and camper vans. Facilities include bathrooms, barbecue and family areas, a beach cinema, restaurant and a kayak centre.

321 SPORTS: offers a full-size football pitch, basketball courts, a jogging track and six 400m running tracks, plus an inflatable dome for tennis, badminton, basketball and five-a-side football. The 321Hub also features a yoga studio, kids play area, strength and conditioning gym and a functional fitness zone. There are bikes for hire too.

OCR PARK: offers an obstacle course and fitness stations for adults and a smaller kids course for kids.

CIRCUIT X: an outdoor adventure hub with a BMX Track, Splash Park, High Rope Park and Skate Park.

HUDAYRIYAT HERITAGE TRAIL: offers visitors

120 | ATM YEARBOOK 2021

the chance to get acquainted with the historical and cultural significance of the island with educational signs and beautiful artworks along a path that winds through trees and white sands.

MARSANA: a waterfront promenade featuring places to eat, a skate park and a children’s splash park and play area.

BIKE PARK: offers three different cycling trails, a floating track and a jogging track.

HUDAYRIYAT COURTS: for football, volleyball courts, basketball and tennis.

HUDAYRIYAT BEACH: a seaside getaway with dedicated swimming areas.

CYCLING TRACK: promoting walking, jogging and cycling as the preferred mode of transport is one of Hudayriyat island’s key objectives. To achieve this, all streets include cycle tracks as well as wide and well-shaded footpaths.

Hudayriyat Island offers something for everyone

One hundred years since the founding of the Jordanian state

visitjordan.com

Driving the

sustainable

tourism agenda The Sharjah Investment and Development Authority (Shurooq) continues to spearhead innovative projects that meet the demands of guests, residents, investors and future generations, even more so since the pandemic, explains Chief Operating Officer Ahmed Obaid Al Qaseer

F

or more than a decade the Sharjah Investment and Development Authority (Shurooq) has played a pivotal role in spearheading sustainable tourism in the emirate of Sharjah, drawing attention to the environmental, economic and socio-cultural impact

122 | ATM YEARBOOK 2021

of tourism development, while addressing the needs of stakeholders. Over the years, it has developed a diversified portfolio of eco-tourism and leisure destinations that emphasise the conservation and preservation of our natural and cultural heritage.

During the pandemic, as staycations

Ahmed Obaid Al Qaseer

emerged as the key factor in driving the recovery of tourism, Shurooq was well-positioned to welcome staycationers seeking one-of-a-kind sustainable tourism experiences. Having made the shift to an environmental conscious journey early on, Shurooq’s three eco-retreats under the ‘Sharjah Collection’ brand attracted local and international guests.

Operated and managed by Mysk by Shaza, these three distinctive retreats offer travellers close and intimate encounters with the natural landscape.

The minimalist Mysk Al Faya Retreat, built with robust, sustainable materials, is, for instance, set amid spectacular mountain ranges of immense geological significance.

The Mysk Kingfisher Retreat is in one of the UAE’s most diverse wetland ecosystems, while the Mysk Al Badayer Retreat is a first-of-its-kind luxury retreat in the heart of

the tranquil Al Badayer desert in Sharjah’s central region.

The Chedi Al Bait Sharjah, managed by GHM Hotels, which has taken Shurooq’s sustainability agenda one step further and celebrates local aesthetics and heritage with modern luxury, was another major attraction for those looking beyond mainstream tourism offerings.

TOURISM AND THE GREEN ECONOMY Tourism is a key driver of economic growth and can play a strategic role in the development of a green economy.

Shurooq’s diversified portfolio of projects have been key catalysts in enabling and mobilising tourism investments across Sharjah, contributing to a more sustainable and economic growth in sub-sectors as varied as eco, cultural, adventure, retail and business tourism.

With changing consumer behaviours and expectations post-COVID-19, the greater push for sustainability is seeing greater demand for resilient business models.

The pandemic has underlined how a healthy environment is vital to maintaining the competitive advantage of a destination, and this is opening new opportunities for tourism sector investors.

By connecting with key industry stakeholders, Shurooq’s continued sustainable tourism drive in Sharjah is helping promote public and private capital investments that are in turn, boosting economic growth, job creation and sustainability.

As we move forward towards the economic recovery phase, Shurooq believes the multiplier power of sustainable investments and its cross-sectorial impact will not only strengthen strategic large regional projects, but also promote investments that stimulate entrepreneurship and innovation and provide community wellbeing. Technology, innovation, and collaboration are powerful enablers steering us on the way forward, as the world explores new ways to build travel.

Emerging technologies such as 5G, Cloudbased services, and Artificial Intelligence, for instance, offer increased speed of access to information enabling consumers to better assess the sustainability of their travel choices. Transformational ideas to shape the travel experience of tomorrow are emerging via travel tech start-ups whose innovative approaches are accelerating recovery and creating new value for the industry. Sharjah-incubated Mughamer, for

instance, is a comprehensive online platform to aid travel enthusiasts plan their trips by exploring adventure activities at their chosen destinations, at an affordable price.

Shurooq’s focus on driving up the sustainability quotient to enhance Sharjah’s appeal as a cultural and investment capital with its eco and heritage tourism offerings has thus laid the foundation for attracting, promoting, and mobilising strategic and long-term sustainable investments into the tourism sector in the emirate.

CREATING A HUB FOR SUSTAINABLE TOURISM INVESTMENTS Working in close collaboration with the Sharjah Commerce and Tourism Development Authority to firmly put the emirate on the world tourism map, Shurooq has been on a mission to reinforce and strengthen the emirate’s standing as an ideal hub for sustainable tourism investments, underpinned by its cultural heritage.

Key Shurooq projects that have contributed significantly to positioning Sharjah as the leading eco-tourism destination for tourists and investors worldwide include the Kalba Eco-tourism project, Mleiha Archaeological and Eco-tourism destination, Al Noor Island, the three destinations under the ‘Sharjah Collection’ brand and the recently opened

Top left: Mleiha Archaeological and Eco-tourism Project Above: Al Noor Island

Below: The minimalist Mysk Al Faya Retreat

Moon Retreat that offers high-end dome and tent accommodation.

The development of these destinations, which span the eastern, central and western regions of Sharjah, are charting economic and social growth and prosperity in the emirate, while also creating jobs and enabling the expansion of businesses to new territories.

Even at the height of the pandemic last year, Shurooq did not deviate from its journey of growth or its principles of cultural and environmental preservation.

Instead, four new tourism projects were announced in 2020 to further improve its ecotourism appeal.

These include the newly opened Moon Retreat, and new hotels in Kalba, Khorfakkan and Al Dhaid.

AHEAD OF THE CURVE The pandemic – although a severe setback for the tourism industry – has also provided an opportunity for destinations worldwide to develop new, holistic tourism strategies that allow both economic growth and the protection of their natural and cultural heritage. By prioritising eco-tourism and nature preservation at every level of its development for decades, Shurooq has stayed ahead of the curve, drawing local and international visitors to experience Sharjah’s immaculate natural environment, its spectacular long coastlines and beaches, towering mountains, and its awe-inspiring archaeological sites and historic landmarks.

Travellers today are seeking authentic interactions and activities that are respectful to the environment and natural heritage, offer deep and genuine cultural immersion, and provide the exotic ambience of pristine landscapes. At Shurooq, we believe that by creating stronger links between historic sites and cultural monuments, we can safeguard the traditions of our past, and protect local

ATM YEARBOOK 2021 | 123

The Scroll at House of Wisdom

heritage and culture. For visitors seeking off-the-grid experiences or cultural and sustainable tourism experiences, Shurooq provides all these and more in Sharjah.

Our proactive development strategy, rooted in a futuristic outlook of global trends and consumer behaviour, has bolstered its resiliency and enabled it to remain strong and steadfast in a time of crisis.

With domestic and regional vacations and the outdoor experiences dominating the tourism landscape today, Shurooq was well-equipped to meet this shift in consumer preferences through its sustainable offerings that highlight the rich natural and cultural heritage of the emirate.

Shurooq has enhanced the visibility of Sharjah’s cultural heritage through the Heart of Sharjah – the first and largest historical preservation and restoration project in the region; The Chedi Al Bait Sharjah – a 53room boutique resort converted from historic

manor houses; and the newly opened House of Wisdom – a futuristic social and cultural hub that completely reimagines the role of a traditional library. Shurooq’s destinations have also traditionally been recognised globally as prime properties to successfully host landmark events. For instance, our Mleiha Archaeological and Eco-tourism project served as the backdrop for the Sharjah Spartan Race while our leisure destination, Al Majaz Waterfront, supported the Colour Run. In addition, all of our Sharjah Collection properties, Al Noor Island, Flag Island, and many more, have hosted wellness and yoga sessions in strict adherence to safety protocols.

MEETING NEW CONSUMER PRIORITIES With uncertainty still prevalent amid the ongoing pandemic, there is a clear shift away from international travel, spawning a rise in domestic tourism as a crucial

“Shurooq is tapping into new verticals to support and promote industries that can drive socio-economic development and innovation” 124 | ATM YEARBOOK 2021

market segment, which is supporting the local economy and reviving the national travel industry.

Given the practical obstacles against travel, consumer preferences and behaviours are today geared toward something that is familiar, predictable, and trusted – it is no longer about finding the best bargain or flying to offbeat destinations. Consumers are now asking about safety protocols, hygiene, testing requirements and cancellation policies. Short-haul breaks closer to home have emerged as the preferred choice as people the world over are gaining a newfound appreciation of discovering something new and unexpected in the cities they live in. As many have embraced a more active, outdoor lifestyle over the course of the pandemic, this is reflected in their holiday preferences too as many now choose the beauty of wide, open spaces where they can experience nature at its best.

Although the desire to travel more responsibly had been gathering pace in recent years, it was the signs of flourishing of wildlife and environment during the pandemic when all forms of travel came to a halt that has further accelerated the sustainability trend which is now becoming a decisive factor in consumers’ choices.

For stakeholders, this signals a shift from a growth paradigm to a sustainable paradigm in the long term and calls for a rethink of prevailing business models and work towards co-creating initiatives or projects that have a positive impact on people and the planet.

The movement towards more personalised experiences has also seen the emergence of ‘health and safety’ as significant priority areas.

This focus on safety, hygiene practices and social distancing are paving the way for new travel trends like pod travel and staycations, among others. There is not only a greater demand for transparency regarding health protocols and safety, but also higher and more demanding

expectations of hospitality service providers.

Shurooq has unveiled a host of contactless services to enhance the user experience and all our destinations adhere to stringent COVID-19 protocols issued by the nation’s health authorities. The convenience of guests remains our top priority and offering personalised experiences is key to up the game and come out stronger.

We have also prioritised our services, facilities and experiences to cater to the increased demand for wellness, health, and overall wellbeing.

To cater to rising demand, and in addition to the four projects announced last year, Shurooq will continue to invest in tourism and retail projects that support increasing tourist traffic in Sharjah and the UAE and address the changing needs of travellers who are increasingly making carefully considered travel choices.

DIVERSIFICATION FOR RESILIENCE Shurooq, together with other government entities across the emirate, is contributing to the strong fundamentals of Sharjah’s economy with sustained infrastructural investment via strategic partnerships with leading regional and international companies, thus creating a favourable investment environment in the emirate.

Today, Shurooq leads a diversified portfolio of infrastructure projects valued at more than AED 10 billion (US$2 billion) and covering an area of more than 12.4 million sqm across Sharjah’s western, central and eastern regions.

These projects facilitate Sharjah’s policy of economic diversification, in line with UAE’s growth strategy, and enhances the long-term investment prospects for businesses, SMEs and start-ups across several sectors.

To further this goal, Shurooq has been driving Sharjah’s Public Private Partnerships (PPPs) through joint ventures with key local and global institutions to develop new projects in sectors as varied as emerging technologies, healthcare, food security, logistics, environment, hospitality, real estate, retail, light manufacturing and education.

Under its portfolio of PPP initiatives, Shurooq is tapping into new verticals to support and promote industries that can drive socio-economic development and innovation across Sharjah and the UAE. This economic diversification process is vital to making the economy more resilient to any crisis and reinforces Sharjah’s appeal to investors from non-traditional sectors across the globe.

House of Wisdom

The House of Wisdom, unveiled by Shurooq on December 9, 2020, is an iconic Library and Cultural Centre designed by renowned international architecture firm Foster + Partners.

It pays tribute to the cultural accomplishments of Sharjah, commissioned in honour of the emirate being named the World Book Capital 2019 by UNESCO, and is the living legacy of the promises made then – namely to continue to promote reading and ease access to knowledge to all members of society and in doing so, become a progressive society that are the catalysts of harmonious coexistence.

The vision behind the project is that it becomes the destination for culture, education, arts and edutainment, redefining the concept of the library where people can meet, converse and share ideas.

House of Wisdom hosts a 105,000book library with indoor and garden reading areas; seven specially designed pods for students and businesses to hold meetings and discussions; and the Al Jazri lab where creators and innovators have access state-of-the-art technology and tools.

The Little Reader is a dedicated space to educate and entertain children in a safe and fun environment.

The facility also offers multipurpose spaces including Al Rasheed Hall, Al Ma'moun Exhibition and Al Khawarizmi Exhibition, plus dining venues Chie Restaurant and Frame Café. Visit www.houseofwisdom.ae

Eco-luxe glamping at Moon Retreat

Shurooq is preparing to open its fourth eco-luxury retreat, the family-friendly Moon Retreat. Part of the authority’s Sharjah Collection brand, managed by Mysk

by Shaza, and located in Mleiha region, it will offer luxury tent and dome accommodation and signature nature-inspired experiences, including epic stargazing opportunities, appealing to adventure tourists and glampers alike. Moon Retreat will also conform to the sustainable heritage and eco-tourism standards Shurooq has been implementing across all of its projects, with structures built with minimal impact on the environment.

Accommodation: 10 single-bed domes, four family tents and two single-bed tents. Each unit is selfsufficient, fitted with practical amenities. Guests can pre-order ready-to-grill meals during their stay, which can be cooked on their private barbeques in their tents.

All of the domes and tents will feature private pools.

Facilities and activities: a reception area; a communal area offering a bonfire and BBQ experience; hiking trails; a trip to Mleiha Archaeological Centre, home to a fascinating collection of artifacts and fossils; and access to activities at Mysk Al Faya Retreat, Mleiha Archaeological Centre and Mysk Al Badayer Retreat.

Visit www.myskhotels.com

ATM YEARBOOK 2021 | 125

While much has been made in making safe international travel a possibility, we are aware that the crisis is far from over. The harmonisation, coordination and digitalisation of COVID-19 travel-related risk reduction measures, including testing, tracing and vaccination certificates, are essential foundations to promote safe travel and prepare for the recovery of tourism once conditions allow” ZURAB POLOLIKASHVILI SECRETARY GENERAL, UNWTO

DID YOU KNOW? According to WTTC research, for every 34 international visitors to a destination, one new job is created. This figure is more important in Africa, Asia-Pacific and the Middle East, where it respectively takes 11, 13 and 24 international visitors for the creation of one new job.

In addition, for every $1 generated in direct travel and tourism GDP globally, more than $2 is generated indirectly. This means that more than twice as much value is generated across the entire supply chain thanks to the industry.

Sources: UNWTO, WTTC, IATA

Bali, Indonesia

$1.3tn

tourism export revenues lost globally

11

times the loss recorded during the 2009 global economic crisis

100120mn

direct tourism jobs at risk

49.1%

slump in tourism’s contribution to global GDP (2020 versus 2019)

5.5%

of global economy was tourism generated in 2020 compared to 10.4% in 2019

76%

drop in international air passenger demand in 2020 compared to 2019

Around the world ATM YEARBOOK 2021 | 127

A new way to experience the Maldives

T

he Maldives has been quick to get its tourism industry back on track and given its proximity to the Middle East, just a four- to five-hour flight from major regional hubs, it’s proving a popular getaway for couples, families and solo travellers looking for a place to relax and recharge in 2021.

Thanks to its endless atolls, the destination is synonymous with romantic getaways and private-island seclusion, but

128 | ATM YEARBOOK 2021

now there’s a new way to experience this island nation, with a new fully integrated resort open for business.

Crossroads Maldives is a destination and lifestyle hub in its own right, spanning nine islands connected by footbridges, two resorts – Hard Rock Hotel Maldives and SAii Lagoon Maldives, Curio Collection by Hilton – and The Marina, all nestled in the stunning Kaafu Atoll.

The appeal is that guests can enjoy

Crossroads Maldives

The destination’s first integrated lifestyle hub, Crossroads Maldives, is a must visit, offering several islands, two resorts and shopping, dining and adventure experiences galore the privacy of their accommodation and resort, but have access to shopping, dining, a marina, spas, entertainment, attractions, activities and much more.

Not only that, but no complicated airport transfers are required; this actionpacked hub, fast becoming known as the Maldives Riviera, is just a 15-minute speedboat ride from Malé International Airport and once you’re there, every facility is accessible by foot, bicycle or hotel buggy.

Family friendly “An integrated multi-island leisure destination with two hotels, Crossroads is designed to provide an unforgettable experience to families who are longing to travel. In addition to offering a wide range of water sports for which the Maldives is known, we also provide kids’ jiu-jutsu classes, aerial arts, educational tours at the Maldives Discovery Centre, fun rides on the yellow semi-submarine, plus gardening, cooking and music classes. With kids’ clubs, certified baby sitters and carefully selected inroom amenities for young guests, we provide an authentic Maldives experience for family groups.”

Tolga Unan, Managing Director, Hard Rock Hotel Maldives and Crossroads Marina

Experience Crossroads Maldives Sail into the iconic oceanfront marina, hosting 30 magnificent berths Stay in comfort and style at the SAii Lagoon Maldives, Curio Collection by Hilton or at Hard Rock Hotel Maldives Dine at one of several innovative dining venues Shop for customised jewellery, boho chic casual wear and more at Shopping Avenue Play at world-class kids’ facility the Koimala & Maalimi’s Junior Beach Club and Camp

THE MARINA At the heart of Crossroads Maldives is the Marina, offering brand-name shopping at ‘The Avenue’, world-class dining (with 14 outlets from which to choose) and events and entertainment. It’s also home to the country’s first Marine Discovery Centre, dedicated to preserving and enhancing the destination’s fragile ecosystem, as well as the Maldives Discovery Centre, which tells the story of the Maldives’ rich history, biodiversity and arts and crafts.

Koimala & Maalimi’s Junior Beach Club and Camp keeps young guests busy, while the magnificent Yacht Marina is the first and largest of its kind in the Maldives and features a 30-berth quay.

There’s Beach Club with pool, restaurants and bars, the Best Dives water sports and dive centre and for relaxation, the Lèn Be Well spa and wellness concept offering treatments, holistic activities and culinary delights.

THE HOTELS SAII LAGOON MALDIVES Curio Collection by Hilton

SAii Lagoon Maldives is described as a “cerulean bolthole created for couples, families and friends in search of a playful destination getaway”. The Curio Collection by Hilton property has a boho-chic aesthetic that subtly reflects the destination’s maritime heritage. Guests can choose from Sky Rooms with an indoor chill-out corner, Beach Rooms with private terraces overlooking the Indian Ocean, plus one- and two-bedroom Beach Villas and Overwater Villas.

The two-bedroom Overwater Villas have private pools, seaview bathtubs and an outdoor ‘nest’ lounge. Dining options include Thai at Mr TomYam, Mediterranean seafood at Miss Olive Oyl, a laidback Beach Club, with half-board, full board and all-inclusive meal plans available. The resort features a pool, spa, gym, meetings, events and weddings venues, a kids' club, and more.

Explore the pioneering Maldives Discovery Centre and the fascinating Marine Discovery Centre

HARD ROCK HOTEL MALDIVES Ideal for music lovers

Party all day at The Beach Club and rock out at the Hard Rock Cafe Maldives Soar across the waves at Best Dives – Water sports and Dive Centre Rejuvenate at Lèn Be Well Spa and Rock Spa® by Hard Rock Experience memorable events at The Event Hall @ CROSSROADS and The Marquee @ CROSSROADS

Two-bedroom Overwater Villa

Above: Rock Star Villa Living Room, Below: Hard Rock Café Maldives.

Hard Rock Hotel Maldives, situated on its own island, offers 178 spacious guestrooms including family suites, beach villas and one- and two-bedroom overwater villas. Guests can enjoy exclusive brand offerings and amenities including The Sound of Your Stay music programme, with complimentary use of Fender guitars and Crosley record players for in-room jam sessions, as well as the renowned full-service Rock Spa, Rock Shop, the Body Rock gym, Roxity Kids Club and Teen Spirit Club. On-site dining options range from a pool bar, all-day dining venue, a Pan-Latin restaurant and in-villa experiences to authentic American cuisine with a rock atmosphere at the Hard Rock Café Maldives.

ATM YEARBOOK 2021 | 129

It’s freedom time

W

Top: Two Bedroom Family Beach Pool Villa Above: Martin van der Reijden

130 | ATM YEARBOOK 2021

That’s the call to action from Cora Cora Maldives, which opens on Maamigili Island in the Raa Atoll this October, promising wellness, cultural and gastronomic experiences, and much more

ith the Maldives well and truly open for business and vaccinated tourists no longer required to take a PCR test on arrival, there’s never been a better time to visit the multi-island paradise.

Another great reason to take a trip to this idyllic destination is the upcoming opening of Cora Cora Maldives on Maamigili Island in the Raa Atoll.

This contemporary five-star resort not only features 100 sumptuous villas and beach suites dotted around the island amongst lush vegetation, each with views of the clear turquoise waters,

but unique gastronomic, wellness and cultural experiences, coupled with leisure activities galore, that promise fun, relaxation, escapism, destination immersion, and much more for all types of travellers, from couples and solo guests to multi-generational families.

According to General Manager Martin van der Reijden, Cora Cora Maldives is a “vibrant, colourful resort with an emphasis on excellent, healthy food, a heritage museum with a Maldivian art collection, a lush interior landscape, beaches, pristine waters and a reef that is wonderfully preserved”.

With four diverse restaurants from

which to choose, the resort is also tempting visitors with an all-inclusive ‘Gourmet Meal Plan’, he notes. Dining options on offer include Asian-market inspired cuisine at Ginger Moon; all-day dining with a Middle Eastern and Indian Ocean twist at TEZAA; Italian fare coupled with music and entertainment at Acquapazza Restaurant and Beach Club; and a tri-Japanese blend of Teppanyaki, Sushi and Kushiyaki at Teien. There’s a coffee bar too where guests can grab a quick bite or “sip and graze”.

WHAT TO EXPECT The accommodation, characterised by white sleek exteriors and thatched roofs, is simply stunning. The Beach Villas are positioned on a sugar-soft white-sand beach and the Overwater Villas are romantic hideaways and both offer panoramic views, semi-outdoor bathrooms and outdoor deck with furniture and private pools. Some are duplex and others are ideal for families.

Facilities and activities are just as expansive and appealing and include the unique on-site Raa Maamigili Museum showcasing the most expansion collection of Maldivian cultural heritage outside of the Maldives National Museum.

Well-preserved artefacts on show date from the Pre-Islamic period to the Colonial period in the Indian Ocean, with highlights including an eight-metrewide Temple Tank and a 120-year-old traditional house.

For recreation, guests can snorkel at the house reef, embark on a diving excursion at nearby dive spots, take a PADI

Duplex Lagoon Pool Villa

certification at the dive centre or try a sunset cruise, island trip or non-motorised water sports. For wellness, the spa’s seven treatment rooms are located over the water or on the beach for the ultimate zen experience, while a kids’ club and beach games promise fun for guests of all ages.

CORA CORA MALDIVES AT A GLANCE

IT’S FREEDOM TIME Martin van der Reijden says a trip to the resort is the perfect antidote to the stresses and strains of the pandemic.

“Our tagline is ‘It’s freedom time’, which means we transport you from Netflix on the couch to 100-hectares of lagoon,” he explains.

“Life is more colourful at Cora Cora Maldives; we are talking check in and chill out. The island is your own paradise where you can have whatever you want, from breakfast at midnight to drinks in the morning, from vegan and vegetarian cuisine to all-out cheat meals. The choice is yours.”

Accommodation: a range of villas and beach suites

Resort ambience: five-star contemporary with panoramic ocean views Transfer times: 45 minutes by seaplane or 30 minutes by domestic flight, followed by a 20-minute speedboat ride

Gastronomy: four restaurants and two bars, with a focus on healthy cuisine and an all-inclusive Gourmet Meal Plan available Facilities: dive centre and school, water sports centre, spa, gym, kids’ club Activities: chess, beach volley and badminton, Bocce Ball Excursions: include a sunset cruise, snorkelling safari, island visits and more Cultural experiences: the on-site outdoor Raa Maamigili Musuem Best for: wellness journeys, with the spa offering beach and over-water treatment rooms

Acquapazza Italian Restaurant & Beach Club

ATM YEARBOOK 2021 | 131

Japan National Tourism Organisation (JNTO) strengthens Middle East ties Tourism body establishes Dubai office and takes part in Arabian Travel Market 2021

132 | ATM YEARBOOK 2021

J

apan National Tourism Organisation (JNTO) will establish an office in Dubai, United Arab Emirates in 2021 as part of its strategic efforts to achieve the Japanese government’s goal of welcoming 60 million international visitors to Japan by 2030.

It is the first such office by JNTO to open in the Middle East and will be a focal point for the organisation’s promotional efforts in showcasing Japan as a preferred travel destination for residents in the region.

JNTO has positioned the Middle East as a priority market and will promote

Ms. Tomoko Kikuchi, Executive Director of JNTO Dubai Preparation Office

“Japan is a country with a long history, abundant nature and a unique culture” tourism exchange between the Middle East and Japan in order to strengthen the relationship between the two.

As part of its promotional efforts for 2021, JNTO will exhibit at the Middle East’s largest tourism exhibition; Arabian Travel Market Hybrid (ATM 2021).

ATM will take place in Dubai from May 16 to 19 and then on a virtual platform from May 24 to 26. A key objective for JNTO at these events will be the generation of awareness amongst the Middle East region’s leading travel and media professionals. It will highlight Japan’s unique and diverse tourist attractions, that have been collectively assembled under the promotional banner of ‘Japan. Endless Discovery’.

JNTO President, Mr. Satoshi Seino, says: “JNTO is proud to open an office in Dubai, United Arab Emirates this year, which will be the first office to open in the whole Middle East by JNTO. Japan is a country with a long history, abundant nature and a unique culture.

We are internationally renowned for our delicious cuisine, beaches, skiing, pop culture, shopping, and historic wooden architecture such as shrines and temples. A trip to Japan will surely be an unforgettable and special experience. To all in the Middle East, we look forward to welcoming you in Japan.”

Ms. Tomoko Kikuchi, Executive Director of JNTO Dubai Preparation Office, comments: “We are delighted to be exhibiting at the Arabian Travel Market Hybrid (ATM 2021), the largest travel trade fair in the Middle East.

We are also very honoured to be able to open the JNTO Dubai Office in the memorable year of the Tokyo 2020 Olympic and Paralympic Games and EXPO 2020 in Dubai.

“The number of GCC citizens visiting Japan reached a record high of 28,222 in 2019, an increase of 28.4% when compared to the number of visitors in 2018. This number has doubled

in the last five years, and indicative of Japan’s rising popularity as a travel destination within the region. Through our participation at such events as ATM 2021, we plan to strengthen our cooperation with the region’s airlines and travel agencies while raising interest in the Middle East for travel to Japan.”

Visit the JNTO at stand AS3560 at ATM 2021 (May 16-19).

About JNTO Japan National Tourism Organisation (JNTO) is a governmental organisation, which belongs to the same group as the Ministry of Land, Infrastructure, Transport and Tourism, and Japan Tourism Agency. With international offices in major cities around the world, JNTO aims to promote inbound tourism to Japan, providing comprehensive information about the country and the unique experiences on offer.

JNTO is the entity responsible for implementing marketing and promotion of inbound tourism in accordance with the country’s inbound travel policies. With a focus on promoting Japan as a world-leading travel destination to the rest of the world, JNTO provides support for the planning and sales of travel products to Japan, develops new tourism revenue streams, and carries out general on-the-ground activities to attract international visitors, including support for local communities in their efforts to promote tourism.

Far left: Osaka Castle in Spring Right: Tokyo Skytree and Sensoji Temple Below: Shirakawago in Winter

JNTO Preparation Office for Dubai Address: No.806, Shangri-la Hotel, Sheikh Zayed Road, Dubai, United Arab Emirates Executive Director: Ms. Tomoko KIKUCHI: tomoko_kikuchi@jnto. go.jp Senior Director: Mr. Mizuki ONISHI: mizuki_ onishi@jnto.go.jp

ATM YEARBOOK 2021 | 133

Banking on Bali Indonesia’s ‘Bali First’ strategy is being pitched as the “locomotive” for the revival of the country’s tourism industry

I

ndonesia is steadily planning for the reactivation of its key tourism sector and Bali is the destination assigned the “locomotive region” for the whole country.

The Minister of Tourism and Creative Economy, Mr. Sandiaga Uno, confirmed last month that the ministry, following the direct instructions of the President of RI, H.E. Joko Widodo, had “focused, targeted and measurable steps” mapped out for Indonesia’s tourism recovery plan.

This preparation, he said, had been conducted in a “rigorous yet mindful manner in order to ensure the safety and peace of mind of visitors once they

134 | ATM YEARBOOK 2021

return to Bali”. The ministry’s Deputy for Strategic Policy, Kurleni Ukar, went on to reveal that the government had designated the three most popular tourism regions in Bali as green zones: Ubud in Gianyar Regency, Sanur in Denpasar City and Nusa Dua in Badung Regency.

At time of press, efforts taken to prepare these three green zones included an extensive COVID-19 vaccination programme, as well as health protocol certification and implementation.

“Currently we are striving to vaccinate between 1.8 and two million people,” said Indonesia’s Coordinating Minister of

Maritime and Investment, Luhut Binsar Pandjaitan, on April 28.

“It is expected that we can add one million more people from April to May so that herd immunity will be achieved by the end of July.”

Uno stressed that all ministries were working in close collaboration to implement the tourism recovery programme to ensure the safety, comfort and wellbeing of international travellers visiting Bali as a “number one priority”.

Policies are being rolled out according to national ‘InDOnesia Care’ campaign, which was introduced last year as a symbol

of support for Indonesia’s strong efforts to implement health, safety, cleanliness and environment protocols across the tourism industry as mandatory precautions, designed to reassure visitors.

standardised health and hygiene protocols and has been endorsed by the UNWTO. On receiving the stamp, Indonesia’s then Minister of Tourism and Creative Economy, His Excellency Wishnutama Kusubandio, said: “Indonesia and the World Travel & Tourism Council have a long history of strategic cooperation, including the latest support from WTTC for the development of Guidelines on the Implementation of Cleanliness, Health, Safety, and Environment (CHSE) under the ‘InDOnesia Care’ national campaign.

“Parallel to Indonesia’s efforts to restart the tourism industry after the pandemic, we are honoured to be part of the Safe Travels stamp that has been designed to rebuild confidence among consumers so they can travel safely.”

Kusubandio was behind the Task Force for the Acceleration of Handling COVID-19, which emphasises that a sense of security, wellness and comfort must be maintained to “revive the spirit of tourism”.

Speaking at a media briefing last year, Wishnutama, said those three aspects “must be a benchmark to gain the trust of domestic and international tourists”.

STAMP OF APPROVAL Indonesia was also one of the first countries to be awarded the World Travel & Tourism Council’s (WTTC’s) Safe Travels stamp.

The country attained the recognition in July, the same month Dubai received the stamp.

The Safe Travels stamp enables travellers to identify destinations and businesses around the world that have adopted global

VACCINATIONS KEY TO THE RE-BOOT Like every country in the world, Indonesia has felt the harsh impact of COVID-19.

The archipelago, which pre-pandemic had a thriving and fast-growing tourism industry, has been hard hit by the drastic reduction in both intra-regional and international travel.

In fact, Asia and the Pacific continues to

Far left: Indonesia has adopted a ‘Bali First’ strategy for recovery Top: Ubud has been designated a Bali green zone Above: Bali's temples are among its top attractions

have the highest level of travel restrictions in place and as a result, recorded the largest year-on-year decrease in international arrivals in January 2021, down some 96%.

This followed a 84% year-on-year decline in arrivals in 2020 versus 2019, given it was the first region to suffer the effects of the pandemic.

In November, losses suffered by Indonesia's tourism industry due to COVID-19 had exceeded US$9.5 billion, according to The Straits Times.

But it is hoped Indonesia’s ‘Bali First’ plan will kick-start the sector’s fast recovery.

At time of press, a similar strategy was also being considered for Bintan and Batam, again, underpinned by a plan to speed up vaccinations in those areas to halt the spread of COVID-19.

The government is also in ongoing talks

ATM YEARBOOK 2021 | 135

“It is expected that we can add one million more people from April to May so that herd immunity will be achieved by the end of July”

with Singapore, China, South Korea, India, the Netherlands and the UAE to establish potential travel bubbles that would allow their nationals to visit Indonesia’s so-called “green zones,” or destinations that have curbed COVID-19 infections and vaccinated a significant portion of their local population, Uno told Bloomberg in an interview last month.

As present, only essential business and commercial, economic, diplomatic and official travel is permitted between the UAE and Indonesia under the Safe Travel Corridor Agreement (SCTA).

Ukraine and Poland have also submitted requests to Indonesia, guaranteeing a set number of tourists that could travel to the Southeast Asian nation via charter flights, Uno revealed.

This would mark the easing of a government ban imposed in March 2020, prohibiting most foreign nationals from entering or transiting through Indonesia during the pandemic.

Other tourist sites being considered for the travel corridor programme include Yogyakarta, Belitung Island and Lake Toba

136 | ATM YEARBOOK 2021

in Sumatra. Borobudur Temple in Central Java, Labuan Bajo fishing town in eastern Indonesia, and Likupang in Sulawesi.

Any decision to reopen more areas will be driven by data on how well infection has been contained, Uno told Bloomberg.

In April, Indonesia had inoculated more than 10.6 million people, the highest number in Southeast Asia.

This had served to halve the number of new infections to an average of about 5,000 a day in April from nearly 11,000 at the start of the year.

Tourism contributed more than 4% of Indonesia’s GDP in 2017 and accounted for more than 10% of total employment, according to data from the Organisation for Economic Co-operation and Development. The target is for the sector to account for 5%-6% of GDP in 2021, increasing to between 10% and 12% by 2025, Uno said.

READY FOR REVIVAL Long term, tourism development plans remain robust, with government initiatives including the ‘10 New Bali’ poised for

Above: Bali will be the first destination in Indonesia to open to overseas travellers

revival when the time is right. This strategy, announced in 2019, focuses on creating and promoting 10 new tourist hubs across the country including Toba Lake, Thousand Islands, Tanjung Kelayang, Tanjung Lesung, Borobudur, Bromo Tengger Semeru, Mandalika, Wakatobi, Labuan Bajo and Morotai Island.

Pre-pandemic, funds were being ploughed into new attractions, improved accessibility and enhanced tourism amenities at each.

With tourism remaining one of Indonesia’s most important industries, rising through the ranks to 40th place on the World Economic Forum (WEF) Travel & Tourism Competitiveness Index in 2019, the outlook for these destinations, and tourism staples like Bali, is positive in a post-pandemic world.

The Middle East remains a key source market for the country given the destination’s broad appeal, in particular its Muslim-friendly offering, which is why Indonesia continues to support Arabian Travel Market and is exhibiting at this year’s show.

All Etihad Airways crew are vaccinated against COVID-19

Safety

first

Etihad’s Wellness Ambassador

138 | ATM YEARBOOK 2021

From effective safe destination strategies to pioneering airline initiatives, the region’s travel industry has set new global standards for safety, security and hygiene during the pandemic

D

espite the unparalleled challenges of the past 14 months, the region’s travel and tourism sector has proven remarkably robust, embracing change and pursuing innovation.

The Gulf States in particular have proven global trailblazers, with tourism bodies, airlines, hotels, major venues and attractions and other stakeholders demonstrating leadership in terms of health and safety innovation and best practice.

The Ras Al Khaimah Tourism Development Authority (RAKTDA) took the lead in rolling out health and safety measures, implementing its RAK ‘Stay Safe’ hotel campaign in April and then in May 2020, announced a strategic partnership with Bureau Veritas to launch the ‘Safeguard Assurance Programme’ – an initiative to ensure that all operations

within the hospitality sector resumed safely and efficiently.

As a result, Ras Al Khaimah was the first city globally to be certified as a ‘safe destination’ by the international certification body.

It was also the first emirate in the UAE to receive the ‘Safe Travels’ stamp from the World Travel & Tourism Council (WTTC). The stamp is the first global safety and hygiene certification for the travel and tourism industry, specifically designed to combat COVID-19 and similar outbreaks. RAKTDA also pioneered free and ongoing COVID-19 PCR testing for all hospitality sector employees.

Destinations including Dubai and Abu Dhabi in the UAE, as well as Saudi Arabia, followed hot off the heels of RAK, each introducing their own health and safety programmes and protocols and subsequently receiving the ‘Safe Travels’ stamp. Originally launched in May last year with a view to restoring traveller confidence and reviving the industry, the stamp has been a huge success and by the end of 2020 had been adopted by 200 destinations globally.

NEW PROTOCOLS TAKE FLIGHT Gulf airlines have also been at the forefront of industryleading initiatives. Emirates was the first carrier globally to conduct rapid pre-flight COVID-19 tests and to offer COVID-19 passenger insurance, covering medical and quarantine expenses. Other airlines including Etihad and flydubai soon followed, demonstrating the region’s commitment to service excellence and customer care.

In November, Emirates was rated the safest airline globally in terms of its response to the pandemic. The Safe Travel Barometer gave the Dubai-based carrier a ‘Safe Travel Score’ of 4.4 out of 5.0 – the highest score of the 230-plus airlines evaluated worldwide. The score was

based on an independent audit of 26 health and safety parameters evaluating safety protocols, traveller convenience and service excellence announced by airlines.

Etihad Airways launched the Etihad Wellness programme in June, which among other things, introduced Wellness Ambassadors to support guests with their health and wellbeing needs online, at the airport and on board.

Etihad was also the first airline to require 100% PCR testing before departure and again on arrival and in February this year, announced 100% of its crew on board – both cabin crew and pilots – had been vaccinated against COVID-19.

While all Gulf carriers are setting a health and safety benchmark, Qatar Airways is one of the few airlines that has published the results of its stringent protocols, with the rate of infection for passengers just 0.002%, which is “less than in the streets of London or Paris or Madrid”, a senior airline official recently told the press, adding: “It’s safer to fly with a safe airline like us than being in the normal living circumstances wherever we are.”

In October, Qatar Airways started using UV cleaning technology on board its aircraft, which “has been shown to be capable of inactivating various viruses and bacteria” and at its hub, Hamad International, disinfectant robots that emit concentrated UV-C light to eliminate infectious microorganisms have been deployed in vulnerable high-passenger-flow areas to reduce the spread of pathogens.

Qatar Airways is also one of several carriers recently awarded Diamond status in the inaugural ‘APEX Health Safety, powered by SimpliFlying’ audit, recognising their efforts in ensuring the

highest standards of cleanliness and sanitisation. Another award recipient was Saudi Arabian Airlines (SAUDIDA), which also uses UVC ultraviolet rays to sterilise its aircraft seats and cabin surfaces – a process it says takes just 10 minutes.

Top: Emirates was rated the safest airline globally in terms of its pandemic response Above: SAUDIA has trialled the IATA Travel Pass Below: Qatar Airways’ UV cleaning technology

VACCINE PASSPORTS The region’s airlines have also been among the first to trial socalled “vaccine passports”, which many in the industry believe are key to recovery.

Most likely to appear as apps on smartphones, these passes document the health status of travellers, keeping record of both vaccination and negative COVID-19 tests.

Industry bodies, most notably, the International Air Transport Association (IATA), are pushing for a universal passport recognised by governments the world over, enabling international travel to resume in volume.

Several companies and international bodies have jumped on the bandwagon, devising technological solutions to document and verify travellers’ health status, but the most popular and viable global option to date is arguably the IATA Travel Pass.

Not only has it been successfully trialled by Emirates, Etihad Airways, SAUDIA and Qatar Airways, but travellers are keen to use it too.

The latest IATA survey found 80% of respondents were encouraged by the prospect of the IATA Travel Pass and were willing to use it as soon as it is available.

The IATA Travel Pass is a mobile app that contains information required by many authorities. It enables authorised laboratories and test centres to securely share test and vaccination certificates with passengers who can then create a digital passport and share testing and vaccination certificates with airlines and relevant authorities. With this information verified, they are given an ‘OK to Travel’ status.

IATA is describing the pass as a “personal secure digital wallet solution” that ensures passengers are in control of their data.

The pass is now available on Apple with an Android platform solution imminent.

ATM YEARBOOK 2021 | 139

How hotels have responded to the pandemic

T

he pandemic transformed the hospitality landscape overnight, with hotels either forced to close their doors or to quickly adapt to new rules and regulations. Enhanced health and safety procedures were implemented; hotel public spaces, from restaurants to lobbies, were reimagined to keep guests safe; and hotel staff not only underwent rigorous health and safety training, but had to re-learn the art of hospitality, given they were now serving customers while wearing masks and protective wear.

Sanitisation stations were installed, temperature check points were set up, technology was rolled out to provide contactless services, from check-in to hotel menus, and social distancing measures were enforced. In essence, the pandemic initially stripped the hospitality out of hospitality.

The luxuries guests look forward to, from in-room amenities to sumptuous buffets were gone, replaced by hygiene kits and in-room dining, with food left at the guestroom door.

Hotels became healthcare providers overnight; there was no other option – and guests expected it.

140 | ATM YEARBOOK 2021

Hospitality for health Their priorities and behaviours changed, with hygiene standards the top priority when booking a hotel.

A recent survey by technology provider Criton found 75% of respondents expected hotels to have clearly defined cleaning standards to combat COVID-19, while 67% said that in order to consider staying in a hotel, staff should disinfect everything that people might touch in a hotel room.

BRING IN THE EXPERTS In response, every major hotel group has introduced comprehensive cleaning and hygiene protocols, with many forging partnerships with global experts in this field to keep guests safe.

Marriott International took the lead in April last year, establishing a Global Cleanliness Council that brought together specialists in hospitality, epidemiology, sanitation and protective health and hygiene technology to inform its Commitment to Clean programme, while Hilton partnered with the manufacturers of Lysol and Dettol to launch its CleanStay platform in June.

Radisson Hotel Group signed a global agreement with inspection, verification, testing and certification company SGS to

create a 20-step cleaning and safety protocol for its properties and Accor launched its ALLSAFE programme, endorsed by testing, inspection and certification specialist Bureau Veritas.

Meanwhile, healthcare and research firm, Johns Hopkins Medicine International, helped Four Seasons to develop its Lead with Care health and safety programme and IHG Hotels & Resorts teamed up with Ecolab and Diversey to roll out its ‘IHG Clean Promise’ to guests.

While enhanced cleaning methods and products are effective, some hotel groups, including Marriott, have adopted superadvanced technology such as electrostatic spraying. It works by applying an electric charge to hospital-grade disinfectant, enabling it to cover a surface more effectively than conventional methods.

It’s all very well applying new protocols and guidelines, but ensuring they are consistently implemented at individual hotels and that guests are well informed and made to feel at ease is another matter.

That’s why many groups have gone one step further and appointed ‘COVID-19 officers’. Accor, for example, has ‘ALLSAFE Ambassadors’, IHG Hotels & Resorts has

Far left: ALLSAFE by Accor Left to bottom: Guests now expect a thorough room clean and sanitisation pre-stay Hilton launched CleanStay in June; An IHG ‘Clean champion’ and Accor ALLSAFE Ambassador Waldorf Astoria Dubai International Financial Centre offers guests COVID-19 tests Right: Digital room key technology is being rolled out by Accor

‘Clean Champions’ and Four Seasons has appointed Hygiene Officers, to name a few.

NO NEED FOR KEYS If safety and cleanliness is now hotel guests’ top priority, number two on their list is contactless technology.

The Criton survey found 62% respondents would prefer to check-in and out through a hotel app, with 80% saying they would download one that performed this function and provided access to hotel information. In addition, 73% would download and use an app to open their hotel room door, 47% would be more likely to order room service via a hotel app and 48% would be more likely to visit a hotel restaurant if they could order via an app.

Hotels are already responding to this need, with the adoption of contactless technology and apps accelerating in the wake of the pandemic.

Apps are not only being used by guests to check in and check out remotely and to order room service and other amenities, but to communicate with hotel staff via built-in messaging services, with Four Seasons among the groups successfully using an online chat service.

When it comes to guests using their phones as digital room keys, Hilton, Marriott and Hyatt have been offering this service to loyalty scheme members for some time now.

However, the global roll-out of this technology has sped up since COVID-19 with Hilton’s digital key technology now available at 80% of hotels worldwide.

Hyatt has rolled out its digital key service to more than 500 properties globally and at least 4,100 Marriott hotels now have mobile key technology. In the Europe, Middle East and Africa, half of its hotel portfolio has gone live already, with more getting on board later this year.

Accor has also joined the race to become

contactless having partnered with mobile key tech provider Stay My Way to launch the technology at selected properties in North America, Europe and Asia.

The group says the service will be rolled out to 500 properties by the end of 2021, and at least 50 per cent of its portfolio within the next five years.

FROM HOSPITALITY TO HEALTHCARE With the role of hotels expanding to include healthcare, many hospitality firms are now offering COVID-19 tests for guests staying at their properties.

Some hotels are offering tests as an inroom service, while others have forged agreements with nearby health facilities.

Hospitality groups now offering this service at all of their properties in the Middle East and North Africa include Four Seasons Hotels & Resorts and Iberostar.

In terms of individual properties, Atlantis The Palm in Dubai offers in-room testing for AED 700 with the amount reimbursed to guests who stay for five nights or more and Waldorf Astoria Dubai International Financial Centre (DIFC) has partnered with Burjeel Hospital to conduct in-room tests at a cost of AED 250.

Meanwhile, Radisson is looking into offering rapid testing as a service for people who book meetings at its hotels and Accor, as part of its ALL SAFE programme, has already partnered with AXA to provide guests with free 24-hour access to telemedicine consultations across its global portfolio of more than 5,000 hotels.

The service is not restricted to guests with COVID-19 and will continue beyond the pandemic, according to Accor.

It’s just one example of how hoteliers are going the extra mile to take care of their guests and as the lines between hospitality and healthcare blur, we can expect to see more services emerge that put guests’ health and wellbeing first.

ATM YEARBOOK 2021 | 141

According to STR data, the Middle East region was a top performer globally during 2020, with average occupancy of 45.9%.

One of best performing countries was the UAE with an average occupancy of 51.7% and an average daily rate (ADR) of $114.

Given the challenges presented by the pandemic, it is a remarkable achievement and proves just how resilient the hotel sector is in the UAE and wider Middle East” DANIELLE CURTIS EXHIBITION DIRECTOR ME, ARABIAN TRAVEL MARKET

Picture: Dubai Tourism; sources: STR, TOPHOTELPROJECTS

The Dubai skyline

45.9%

Middle East hotel occupancy 2020 (-30.3%)

$117.23 Average Daily Rate (-17.3%)

$53.77

Revenue Per Available Room (-42.4%)

206

properties opening this year

64,719 extra rooms this year

113

hotel projects underway for 2022 (34,334 keys)

419

hotel projects under construction (117,328 rooms)

Hotels ATM YEARBOOK 2021 | 143

Pipe Dreams Some of the world’s leading hotel brands reveal their expansion plans for the region

T

here’s never a dull moment in the Middle East when it comes to new hotel signings and openings. Even during what was arguably the most challenging year in modern history – 2020 – some of the world’s major hospitality companies forged ahead with development plans. Accor, for example, inked management agreements for 47 new hotels in Turkey, India, the Middle East and Africa, last year, representing more than 9,900 keys, and

will open more than 60 properties (13,000 rooms) in 2021.

According to the latest TOPHOTELPROJECTS construction database, more than 206 properties are scheduled to go live in the Middle East this year, bringing 64,719 extra rooms into play and another 113 projects are underway for 2022, yielding 34,334 keys. The most recent STR data shows 419 projects accounting for 117,328 rooms in construction in the Middle East and 146 projects and 26,940 rooms in construction in Africa.

Despite the Middle East total representing a modest 7.7% yearon-year decrease in the number of rooms in the final phase of the development pipeline, there are an additional 31,487 rooms in the final

ACCOR In the last quarter of 2020, Accor took the strategic decision to broaden the scope of its Middle East and Africa region to include India and Turkey. The newly expanded TIMEA region, managed by the Dubai regional office, comprises more than 88,000 rooms across 400-plus properties. The group has also entered an all-share merger with UK-based Ennismore to create an autonomous operator of lifestyle hospitality brands that include Delano, SLS, Mondrian, SO/, Hyde, Mama Shelter, 25h, TRIBE, JO&JOE and 21c Museum Hotels from the Accor portfolio and Ennismore’s The Hoxton, Gleneagles and Working From_.

CURRENT PORTFOLIO Middle East: 138 properties (39,710 keys) India, Middle East, Africa, Turkey: 407 properties (88,554 keys) PIPELINE Middle East: 20 properties (6,352 keys) in 2021; 83 properties (22,974 keys) by 2025 India, Middle East, Africa, Turkey: 41 properties (10,458 keys) in 2021; 222 properties (51,646 keys) by 2025

144 | ATM YEARBOOK 2021

planning stage and another 52,427 rooms in planning.

The Africa room construction is down just 0.7% year over year, with 18,234 more rooms in final planning and 22,546 in planning.

Between the Middle East and Africa, five countries show more than 4,000 rooms under construction. The UAE leads with 49,559 rooms, representing 27.5% of the market’s existing supply, followed

by Saudi Arabia (40,218 rooms, 39% of existing KSA supply).

Qatar, Egypt and Oman have 14,113 rooms (50.7% of existing market supply), 4,710 rooms (3.4%) and 4,387 rooms (22.2%) respectively. Here, we outline the current and prospective regional portfolios of some of the world’s leading hotel brands.

MONDRIAN DOHA Mondrian Doha, part of the new Ennismore group, is more than a hotel – it takes guests on a journey through a wonderland of fairy tale designs and experiences.

With art and design central to the Mondrian brand, Dutch designer Marcel Wanders’ ingenious, sophisticated and original architecture and design defines the hotel’s identity. With nightlife and food and beverage another brand pillar, Mondrian brings several world-renowned restaurants to Doha for the first time, including Morimoto by Japanese celebrity chef Masahuru Morimoto and CUT by Wolfgang Puck.

SLS Dubai Hotel & Residences

2021 HIGHLIGHTS Standout openings in 2021 include: Dubai: SLS Dubai Hotel & Residences, The8 - Palm Jumeirah, 25hours Hotel Dubai and Aparthotel Adagio Premium Dubai Palm Jumeirah Saudi Arabia: Banyan Tree Wadi Ashar Al Ula Resort Fairmont Ramla Serviced Residences and Mövenpick Hotel and Residences, both in Riyadh, Swissôtel Living Jeddah and Novotel Thakher City Makkah Qatar: Banyan Tree Doha at La Cigale

Mushaireb, Pullman Doha West Bay and Mondrian Doha.

2021 FOCUS Many new openings cater to untapped demand for long-stay accommodation, introducing branded residences operated by well-known brands including Swissôtel and Fairmont. Swissôtel Living Jeddah. The group also continues to roll out multiple lifestyle brands in the region, as well as its all-inclusive resort concept by Rixos.

PIPELINE Middle East: 6 properties (978 keys) 2021 HIGHLIGHTS Include opening hotels outside of EHG’s home base, Dubai, ranging from Vida Umm Al Quwain to Address Beach Resort Fujairah. The group has also made headway with expansion outside of the Gulf with the signing of Address Istanbul, Turkey, located on the Asian side of the city, overlooking the Princess Islands and the Bosphorus River, featuring 182 keys and four dining outlets.

Vida Downtown

EMAAR HOSPITALITY GROUP For Emaar Hospitality Group (EHG), 2021 is gearing up to be a busy year. The firm is busy adding new beach resorts to its UAE portfolio, with The Address Beach – the brand’s first beachfront property, located on a 100 metre stretch of private beach within the Jumeirah Beach Residence neighbourhood – already open, with 217 guests rooms and suites, a range of pools and the brand’s signature dining venues. The group is also debuting properties in the emirates of Umm Al Quwain and Fujairah. Vida Beach Resort Umm Al Quwain features 135 keys

and eight beach huts, a rooftop lounge and private beach and the Address Fujairah Resort, opening soon and located on Al Aqah Beach, has 196 rooms and suites, two swimming pools, a spa and fitness centre. Also launching this year, Palace Beach Resort Fujairah will offer 167 rooms and suites.

EHG is also the Official Hotel and Hospitality Partner of Expo 2020 Dubai, which kicks off in October, and as part of that commitment, will operate 2020 Club by Emaar, a dedicated hospitality located at the very heart of the Expo site.

CURRENT PORTFOLIO Middle East: 13 properties (2,420 keys)

2021 FOCUS The group continues to roll out hotels that encapsulate its hospitality ethos for each brand, positioning Address Hotels + Resorts properties as ‘Where life happens’, providing a “personal and engaging experience to guests in a premium lifestyle environment” and introducing Vida Hotels and Resorts with a view to creating “lively and vibrant hubs designed for the inspired”.

FOUR SEASONS In March this year (2021), Four Seasons marked the 60th anniversary of the opening of its very first property.

Given this poignant moment in time, President and CEO John Davison outlined how the luxury brand was responding to the changing needs of guests, highlighting the success of the Four Seasons App chat function, which received more than six million messages in 2020; the brand’s focus on accelerating the growth residential experiences – not only new properties, but new contactless services on the app; and its renewed focus on Four Seasons Private Retreats as travellers seek additional space and privacy.

Four Seasons Hotel Riyadh at the iconic Kingdom Centre

CURRENT PORTFOLIO MENA: 21 properties (4,000 keys) PIPELINE MENA: 19 properties 2021 HIGHLIGHTS The renovation of hotels in Istanbul and Riyadh, as well as the expansion of the group’s standalone residential offering in Marrakech.

2021 FOCUS Saudi Arabia is Four Seasons’ most active development destination in the MENA region with several projects at different stages of development. The group is also enhancing its existing portfolio with the ongoing renovation of Four Seasons Hotel Riyadh at the iconic Kingdom Centre.

FOUR SEASONS SHARM EL SHEIKH Four Seasons Resort Sharm El Sheikh will unveil the extent of its impressive expansion at the end of the year. It will provide the largest accommodation offering in the Red Sea destination with 289 rooms, one of the longest Red Sea resort beaches, 14 restaurants and bars, seven pools, one of the Red Sea’s largest convention centres, a new diving centre and more.

ADDRESS BEACH RESORT FUJAIRAH Opening soon, Address Beach Resort Fujairah is a luxury beach complex located on a private beachfront at the foot of the majestic Hajar Mountains. Featuring 196 rooms and suites, including two-bedroom options, it’s being pitched as a family friendly sanctuary and a place to enjoy nature away from the bustling city. It will also feature 170 serviced residences, while facilities will include a dive centre, a range of specialty restaurants, a spa and fitness centre, plus a kids’ club and outdoor play area. A collaboration with the local Dibba Oyster Farm will pave the way for unique dining experiences and farm visits.

ATM YEARBOOK 2021 | 145

HYATT

Hilton Abu Dhabi Yas Island

HILTON Hilton will more than double its portfolio in the Middle East in the coming years with properties under development across 10 brands in the region. Saudi Arabia, the UAE and Egypt have been earmarked as key markets for these ambitious expansion plans. From a global perspective, despite the challenges of 2020, Hilton delivered positive net unit growth and in Q4, crossed the one-millionroom milestone, ending the year with 397,000 rooms in the pipeline, with conversions and new builds a key focus. “We work closely with our owners to develop the right hotels in

WALDORF ASTORIA KUWAIT Situated adjacent to the popular Avenues Mall, Kuwait’s first Waldorf Astoria is expected to make its debut in autumn this year. The ultra-lux property will feature 200 deluxe rooms and suites, a stunning Waldorf Spa, an exclusive Club Lounge, beautiful meeting and event spaces, and will also house the highly anticipated Japanese restaurant concept, ROKA Kuwait.

146 | ATM YEARBOOK 2021

the right markets at the right time and going into 2021 we expect to see additional growth in drive-to and resort locations with opportunities for new hotels up and down the chain scale,” said Hilton President and CEO Chris Nassetta.

The Hyatt brand continues to expand its presence in the Middle East and North Africa with upcoming properties opening in 2021 and 2022 including Hyatt Regency Cairo West; Grand Hyatt Kuwait; Hyatt Regency Taghazout, Morocco; Hyatt Regency Jeddah Serafi Mall; Alila Hinu Bay in Oman; and Hyatt Centric Jumeirah Dubai, representing the Hyatt Centric brand’s Dubai debut. Expansion in MENA contributed to Hyatt hitting its 1,000th hotel worldwide milestone in March when the group opened Alila Napa Valley in California.

Company founder Jay Pritzker purchased the first Hyatt hotel in 1957, and the group has since grown to include 18 brands.

HYATT CENTRIC DUBAI The UAE’s very first Hyatt Centric – a lifestyle driven property – will open in a central Dubai location later this year. Details of the property are under wraps for now, but the five-star hotel is thought to be under construction in the La Mer precinct on the coast and when completed will offer 156 rooms with cutting-edge technology.

CURRENT PORTFOLIO MENA: 147 properties (39,000+ keys) PIPELINE MENA: 120 properties (31,000+ rooms) 2021 HIGHLIGHTS Hilton Abu Dhabi Yas Island opened in March 2021, marking the return of the Hilton Hotels & Resorts brand to the capital. All guests receive complimentary access to theme parks including Yas Waterworld Abu Dhabi, Ferrari World Abu Dhabi, and Warner Bros. World™.

2021 FOCUS Hilton will make its debut in Ras Al Khaimah with the opening of Hampton

by Hilton Marjan Island, expected to be the largest Hampton by Hilton property in the world; open the doors to Hilton Dubai Palm Jumeirah offering 10 “trendy restaurants and bars, as well as an eforea Spa; and introduce the “ultra-lux” Waldorf Astoria brand to Kuwait.

With Indian Ocean destinations booming due to their low-risk status from a COVID-10 perspective, the opening of Mango House Seychelles, LXR Hotels & Resorts later this year will be timely.

Originally built as a family dwelling by celebrated Italian photographer Gian Paolo Barbieri, the property promises a sense of home in a private location along southern Mahé’s pristine coast.

IHG HOTELS & RESORTS Grand Hyatt Al Khobar Hotel and Residences

CURRENT PORTFOLIO MENA: 29 properties PIPELINE MENA: The development pipeline for 2021-2022 includes properties in Egypt, Kuwait, Saudi Arabia, Oman and the UAE. 2021 HIGHLIGHTS The January 2021 opening of Grand Hyatt Al Khobar Hotel and Residences in Saudi Arabia — the first Grand Hyatt hotel in the Kingdom. Later this year the group will unveil a Hyatt Centric in Dubai and also Alila Hinu Bay in Oman.

2021 FOCUS Sustainable growth in strategic markets with an emphasis on lifestyle brands including Andaz, Hyatt Centric and Alila.

Saudi Arabia, in line with the 2030 Vision, will be an important market for the group, as well as Oman and the UAE given their respective economic development initiatives.

IHG Hotels & Resorts kicked off 2021 with a brand refresh to emphasise its purpose of ‘True Hospitality for Good’, its growing portfolio and a company evolution that reflects “the needs of hotel owners, consumers, and communities around the world”.

The brand update, which included changing the group’s name from IHG to IHG Hotels & Resorts, also takes into account its growth to 16 brands and almost 6,000 hotels across 100 countries. What followed was the launch of Journey to Tomorrow – a series of ambitious new commitments

Hotel Indigo Jabal Al Akhdar, Oman

to make a positive difference to the company’s people, communities and the planet.

RADISSON HOTEL GROUP

CURRENT PORTFOLIO MIDDLE EAST (including Egypt): 101 properties (36,449 keys) PIPELINE MIDDLE EAST (including Egypt): 43 hotels (13,233 keys) 2021 HIGHLIGHTS The recent debut of Hotel Indigo in Oman and voco in Qatar. The company has also signed an agreement with Ishraq Hospitality to develop eight Holiday Inn Express hotels and strengthen its mainstream presence in the MEA region. Upcoming openings this year include InterContinental Mina Al Arab in Ras Al Khaimah, Staybridge Suites Dubai Financial Centre and Staybridge Suites Dubai Internet City, voco Jeddah Gate and Holiday Inn Riyadh Al Malaz in Saudi Arabia.

2021 FOCUS Building positive consumer sentiment by providing a clean and safe environment through the IHG Way of Clean programme will remain a top priority, according to the group, as well as forging ahead with Middle East expansion plans, with a focus on the UAE and Saudi Arabia and eyeing opportunities in Oman and Egypt.

Jumeirah Muscat Bay, Oman

JUMEIRAH GROUP Jumeirah Group is continuing on its path of accelerated growth with the vision of becoming one of the top five luxury hospitality companies worldwide. “Having seen unparalleled success in Dubai and regionally, we are focused on taking our luxurious Arabian, homegrown hospitality brand internationally while pushing the limits of design, culinary and service expertise for guests across the globe to enjoy,” says Chief Commercial Officer, Alexander Lee. “Both new and existing markets have been identified for expansion across the Middle East, Europe and Asia with each property clearly stamped with the Jumeirah signature”. These include three new properties in the region – Jumeirah Muscat Bay, Jumeirah Jabal Omar (KSA) and Jumeirah Bali – marking Jumeirah Group’s entry into Oman, Saudi Arabia and Indonesia.

CURRENT PORTFOLIO Middle East, Europe and Asia: 23 properties (6,500 keys)

VOCO DOHA WEST BAY, QATAR Situated in West Bay, the commercial business district of the capital, voco Doha West Bay Suites will house 396 rooms and suites when it opens with year. Close to Doha Exhibition and Convention Centre and other commercial buildings and office spaces and featuring three meeting rooms, it’s ideal for the corporate market.

PIPELINE Middle East: 2 properties (1,132) 2021 HIGHLIGHT A standout moment for the group was hosting international superstar and DJ David Guetta in collaboration with Dubai Tourism, who played a thrilling set for fans worldwide on the iconic helipad at Burj Al Arab Jumeirah. The event raised funds in support of UNICEF and Dubai Cares' campaign Education Uninterrupted campaign to tackle the impact of the pandemic on children’s education.

Radisson Resort Ras Al Khaimah, Marjan Island

2021 FOCUS The group will be expanding its presence within the Middle East with the launch of two new properties by end of 2021 – Jumeirah Muscat Bay, Oman, comprising 206 keys and Jumeirah Jabal Omar, Saudi Arabia, comprising 1,126 keys.

CARLTON TOWER JUMEIRAH’S MAKEOVER Jumeirah Group’s European flagship hotel in the heart of London’s Knightsbridge, The Carlton Tower Jumeirah, which is highly popular with GCC guests, will reopen its doors in June 2021 following a £100 million ($137.4 million) overhaul.

A modern classic and sophisticated destination with a rich history, the 17-story building has been entirely transformed and will feature 186 bedrooms and suites, a destination Italian restaurant, lobby bar, a health club and spa with London’s largest naturally lit swimming pool, a ballroom and meeting rooms.

Radisson Hotel Group has grown to include nine hotel brands and more than 1,500 hotels in operation and under development in 120 countries.

The group’s overarching brand promise is ‘Every Moment Matters’ with a signature ‘Yes I Can!’ service ethos. Radisson is planning for 30 new property openings in EMEA in 2021, equating to 5,000 rooms. This builds on its 40-plus hotel, resort and serviced apartment signings secured for the region in 2020, totalling 7,700 rooms, as well as 20 hotel openings, despite the pandemic. Its 2020 activity also included the introduction of Radisson Individuals, a conversion brand offering independent hotels and local and regional chains the opportunity to be part of the global Radisson Hotel Group platform, as well as the announcement of ambitious plans to double its portfolio of serviced apartments by 2025.

CURRENT PORTFOLIO MENA: 55 properties (11,854 keys) PIPELINE MENA: 41 properties (10,302 keys) 2021 HIGHLIGHTS Properties opening this year include Radisson Hotel Dubai Damac Hills in Dubailand; Radisson Blu Hotel Riyadh Al Qurtuba, part of the new upscale Al Jadah mixed-use development; Mansard Riyadh, A Radisson Collection Hotel & Residences – Riyadh’s second Radisson Collection property; Radisson Riyadh Airport and Radisson Blu Hotel, Riyadh International Convention & Exhibition Centre, both featuring extensive

ATM YEARBOOK 2021 | 147

meetings and events space; Radisson Al Qurayat, located in the Al Jawf Province in northern Saudi Arabia and close to the border with Jordan; and Radisson Hotel Palm Jumeirah – the group’s first resort property on Dubai’s iconic palmshaped island.

2021 FOCUS Saudi Arabia continues to be a focal point of Radisson Hotel Group’s expansion plans with five properties opening in the kingdom this year. As part of its ongoing commitment to the safe return of travel and business, the company is rolling also rolling out a rapid testing service for meeting and event attendees at properties across its EMEA portfolio.

The testing programme builds on the Radisson Hotels Safety Protocol launched in 2020.

RADISSON HOTEL DUBAI DAMAC HILLS This new upscale, full-service brand with Scandinavian-inspired hospitality, will be situated in Damac Hills. It will be part of a new 3.9 million sqm residential community developed by DAMAC Properties in Dubailand, surrounded by parkland and the spectacular green fairways of an 18-hole championship golf course. Two major highways, Al Maktoum International Airport (Dubai World Central) and the Expo 2020 site will be close by.

148 | ATM YEARBOOK 2021

MARRIOTT It’s been a busy year for Marriott International, which recently appointed Sandeep Walia as Chief Operating Officer, Middle East and Jerome Briet as Chief Development Officer for Europe, Middle East & Africa. Walia will step into the role on July 1, 2021, following the retirement of current COO, Guido De Wilde. He will be responsible for Marriott International’s 146 operating hotels across the Middle East, as well as Egypt and Turkey, representing 21 hotel brands in 10 countries, while Briet is responsible for driving Marriott’s growth trajectory and market position across EMEA and supporting the company’s global-wide development vision. Marriott International continues to grow its footprint at pace, regionally and globally and like other hospitality firms, is mapping out its recovery plan in each destination in the wake of the pandemic. Sadly, the company is also mourning the sudden death of its President and CEO, Arne M. Sorenson, who passed away on February 15 following a battle with pancreatic cancer. Mr. Sorensen became the third CEO in Marriott’s history in 2021 and the first without the Marriott surname. A visionary leader, Mr. Sorenson put the company on a strong growth trajectory that included the acquisition of Starwood Hotels & Resorts. During his tenure as CEO, he was tireless in driving the company’s progress, creating opportunities for associates, growth for owners and franchisees and results for the company’s shareholders. Known for his leadership on difficult national and

Renaissance Riyadh Hotel

global issues, Mr. Sorenson steered Marriott to make significant progress on diversity, equity and inclusion, environmental sustainability and human trafficking awareness. “Arne was an exceptional executive – but more than that – he was an exceptional human being,” says J.W. Marriott, Jr., Executive Chairman and Chairman of the Board.

CURRENT PORTFOLIO Middle East, Egypt and Turkey: 170+ properties (49,000+ keys) PIPELINE Middle East, Egypt and Turkey: 100+ properties (25,000+ keys)

AL WATHBA, ABU DHABI Marking The Luxury Collection’s debut in the UAE capital, the property is located deep within the expansive landscape of Abu Dhabi.

Inspired by native architecture and the destination’s rich history, the resort’s 103 guest rooms and villas feature traditional Arabesque flourishes, mashrabiya detailing, and Bedouin accessories. Its understated interiors and neutral tones sit in harmony with the landscape that wraps around this extraordinary desert hideaway.

2021 HIGHLIGHTS In the first four months of the year, Marriott opened four properties in the region: The St. Regis Cairo and The St. Regis Almasa in Egypt; the Residence Inn by Marriott Al Jaddaf, Dubai – the first Residence Inn in the UAE; and Marriott Executive Apartments City Centre Doha.

2021 FOCUS Marriott says it continues to see great opportunities to expand its footprint across the Middle East, having recently announced the signing of six properties in Qatar with ARTIC. This partnership will see five new brands debut in the country – Autograph Collection, Delta Hotels by Marriott, Element by Westin, Le Meridien and Marriott Executive Apartments. The group has also signed a multi-project agreement in Saudi Arabia for the first Renaissance Hotel, the world’s largest Aloft Hotel and a Courtyard by Marriott in the Holy City of Makkah.

MINOR HOTELS Minor Hotels continues to expand its regional footprint, currently operating 10 Anantara resorts, three each under the Avani and Tivoli brands and four Oaks properties. Its pipeline includes eight properties across the Anantara, Avani, NH Collection and NH Hotels brands in countries including the UAE, Oman and Qatar. The group’s existing brands continue to innovate and differentiate, particularly Anantara, with its Abu Dhabi desert resort, Qasr Al Sarab, proving a trailblazer of

Guests staying at the new World Island hotel will check in at Anantara The Palm

responsible hospitality initiatives. This year the resort is replacing all plastic water bottles with a biodegradable alternative made from corn, while solar panels are now creating renewable energy to power the property and to produce hot water. This translates to energy savings of up to 80%. The kitchens at Qasr Al Sarab Desert Resort by Anantara now make their own compost for an onsite vegetable greenhouse and herb garden, which in turn supply organic produce for signature items on the menu.

CURRENT PORTFOLIO MENA: 20 properties (3,335 keys) PIPELINE MENA: 8 properties (2,087keys) 2021 HIGHLIGHTS Minor Hotels will launch a new resort on Dubai’s World Islands later in the year – the first property to open in this location. Guests will check in at sister property Anantara The Palm Dubai Resort and take a short boat ride to the new island destination.

2021 FOCUS Saudi expansion is a focus, with plans afoot for a mix of city and resort-style properties. Minor will also introduce its NH Hotels and NH Collection in the Middle East later in the year – one hotel/ brand in Dubai and one hotel/brand in Doha – while seeking opportunities for more Anantara and Avani properties.

AVANI PALM VIEW DUBAI HOTELS & SUITES Minor’s third Avani property in Dubai opened in January, joining sister properties Avani Ibn Battuta Dubai and Avani Deira Dubai Hotel. Overlooking the iconic Palm Jumeirah, the 48-storey hotel is located close to Dubai tram and monorail stations and offers 264 serviced apartments with floor-to-ceiling windows, fully equipped kitchens and private terraces. Facilities include a dual-level rooftop infinity pool.

TIME UAE-based TIME Hotels has carved a niche as a provider of affordable high-quality accommodation in the Gulf and Egypt, as well as a hospitality company that prioritises the welfare of its staff, the community and the environment. In 2021, the group will witness one of its busiest years yet as it looks to new milestones including

TIME Mauritius

expansion in Egypt and Saudi Arabia.

Looking ahead, the company will mark its international foray, with its first property in the Indian Ocean, the 110-key TIME Mauritius, opening by the end of 2022. Future expansion plans also include the development of a TIME Motels brand, which will offer a contemporary guest experience that combines stylish design with simplicity and convenience. The development focus for this brand is the UAE, Saudi Arabia and Egypt, part of TIME’s strategic business plan to increase its total portfolio to 30 properties across the Middle East by the end of 2025.

TIME MARINA HOTEL & CONFERENCE CENTRE One of TIME Hotels’ first properties in Egypt, this four-star property will be ideally placed to serve the enormous number of corporate companies basing their operations in the area when it opens later this year. The 130-room hotel will be situated just 10 minutes from New Al Alamein City on Egypt’s Mediterranean coast. It can accommodate more than 350 delegates theatre style and features a rooftop lounge, a restaurant, coffee shop, gym and pool.

CURRENT PORTFOLIO MENA: 14 properties (1,465 keys) PIPELINE MENA: 9 properties (1,121 keys) 2021 HIGHLIGHTS This year, TIME Hotels will expand its presence in the UAE and the wider MENA region, with the launch of several new mid-market hotels in Dubai, Fujairah, Sharjah and Egypt. Earlier this year the company announced the management take-over of the Onyx Hotel Apartments in Al Qusais, Dubai, and revealed plans for expansion into Egypt with the opening of its first properties in the country in Nuweiba and Al Alamein.

2021 FOCUS This year TIME Hotels will manage two

additional properties in Saudi Arabia – the 45-key TIME Elite Suites in Al Muruj and the 57-room TIME Express Olaya Hotel, conveniently located in the prestigious Olaya district in Riyadh.

ATM YEARBOOK 2021 | 149

ONES TO WATCH

Cloud 7 Residence Ayla Aqaba, Jordan

KERTEN HOSPITALITY Ireland-based Kerten Hospitality is a mixed-use specialist operating hotels, residences, serviced and home offices and dining outlets. The company, which currently manages 30-plus projects across 12 owned brands in 12 countries, including 4,000 room keys, has strong ambitions in the Middle East, with one property already open – Cloud 7 Residence Ayla Aqaba in Jordan – and 11 properties spanning more than 3,330 rooms pipelined.

Three of these will open in Q3 this year – The House Hotel CityYard, Jeddah, in Saudi Arabia, The House Hotel Al Khiran in Kuwait and The House Hotel & Residence Fouka Bay in Egypt.

The House Hotel is a luxury boutique brand that “tells a story and has a focus on localised interior

150 | ATM YEARBOOK 2021

BARCELÓ HOTEL GROUP

Hotel groups planning to ramp up their presence in the region over the next few years

hotel designs”. The House Residence offers apartments within communities offering hotel services.

Egypt is a major development focal point, with the eight remaining pipelined properties located in locations across the country. The House Hotel & Residence Il Monte Galala and Cloud7 Residence Sokhna (Il Monte Galala) will open next year (2022); The House Residence Ras Al Hekma (Fouka Bay) will launch in 2023; The House Residence Sahel Resort (Fouka Bay) and The House Hotel Ras El Hekma (Fouka Bay) will open in 2024; and three additional properties – Cloud7 Hotel Sokhna Lagoon (Il Monte Galala), The House Hotel Sahel Resort (Fouka Bay) and The House Hotel Sokhna (Il Monte Galala) will open in 2025, 2026 and 2027 respectively.

Kerten Hospitality CEO Marloes Knippenberg says the group aims to “establish lifestyle destinations that empower the local communities around locations where we have been expanding and rolling our openings in KSA, Kuwait, Jordan, Egypt and further expanding our pipeline with a robust pipeline of 10-plus new destinations built on transformative brand collaborations in game-changing mixed-use projects across the region.”

THE HOUSE HOTEL CITYYARD, JEDDAH CityYard is a new vibrant community in Jeddah’s upmarket Al Rawdah district that will soon be home to the boutique The House Hotel CityYard, Jeddah with 114 rooms, health and wellness facilities and combining a unique blend of Arab and European hospitality. CityYard offerings include Ouspace – a multi-purpose event place and a cultural destination for networking, community and entrepreneurship and 13 food outlets offering multiple cuisines made from fresh produce.

Barceló Hotel Group, part of the Barceló Group, is the 29th largest hotel chain in the world and currently operates more than 260 leisure and city hotels spanning 57,000 rooms in 22 countries worldwide, all marketed under four brands: Royal Hideaway Luxury Hotels & Resorts, Barceló Hotels & Resorts, Occidental Hotels & Resorts and Allegro Hotels.

The company recently appointed José Canals as the new Managing Director for the Middle East and Asia to spearhead the expansion of the Spanish group’s presence in the Middle East, East Africa and Asia.

He kickstarted his campaign with the opening of Occidental Al Jaddaf in Dubai’s up-and-coming Al Jaddaf district in February. It’s Barceló Hotel Group’s fifth property in the UAE where it already operates Dukes The Palm, a Royal Hideaway Hotel; Occidental Dubai Production City; Barceló Residences Dubai Marina; and Occidental Sharjah Grand, totalling 1,600 keys.

“We continue to grow in the UAE and we are adapting our strategy to suit the unique needs of the local residents, as well as international business and leisure travellers,” says José Canals. “There is a strong demand for Barceló in the Middle East and a desire for the distinctive design, prime locations and all-around The Occidental brand is a development focal point

OCCIDENTAL AL JADDAF This new four-star property in Dubai’s Al Jaddaf district, close to Healthcare City, Downtown Dubai, La Mer and Dubai International (DXB), is notable for its eye-catching design that blends the best of Arabic and Spanish culture, as well as its 500 hand-painted artworks that are displayed throughout the property.

The 365 rooms and suites feature modern avant-garde design and the two Signature Suites offer a private bar and butler service.

There are two unique dining concepts: the Stage Pool Lounge – a Mediterranean-Levantine inspired concept with poolside dining available – and all-daydining venue Souk. The first floor is home to a chic lounge restaurant and private members bar.

top-quality service that we are known for worldwide.”

He adds: “The normalisation of relations between the GCC countries will definitely impact the hospitality industry in the region once the international travel restrictions begin to ease resulting in commercial and leisure activities resuming between the countries. These source markets are ideal candidates to further strengthen Barceló’s presence in the region.”

While the Middle East is a strong development focus, 2021 will also see the launch of five hotels amounting to 720 keys in the Indian Ocean. Barceló Hotel Group will open two Occidental resorts in Sri Lanka, two hotels in the Maldives and one resort in Bali before the end of the year.

DEUTSCHE HOSPITALITY Deutsche Hospitality, the German hospitality group with a portfolio of five hotel brands – Steigenberger Hotels & Resorts, MAXX by Steigenberger, Jaz in the City, IntercityHotel and Zleep Hotels – recently appointed Siegfried Nierhaus as Vice President of the Middle East to execute its regional growth plans. The company is poised to expand its footprint in the region by 20 hotels by the end of 2023, in key leisure destinations including Dubai, Abu Dhabi, Ras Al Khaimah, Fujairah, Muscat, Salalah, Jeddah and Riyadh.

It’s part of an ambitious global development plan to grow its portfolio six-fold from its current 120 properties to 700 by 2025.

Nierhaus was previously responsible for the strategic regional expansion and opening of the first Steigenberger Hotel and IntercityHotel in the Middle East. Under his management the group signed agreements for hotel openings in locations including Dubai, Oman, Saudi Arabia and Tunisia.

Deutsche Hospitality currently operates 14 Steigenberger Hotels & Resorts in Egypt and four IntercityHotel hotels in Dubai, Oman and Saudi Arabia. Upcoming openings between now and 2024 include an InterCityHotel in Dubai, Steigenberger Hotel (Doha, Qatar), IntercityHotel

The Jaz in the City café concept

Muscat (Oman) and Jaz in the City (Dubai, UAE).

“Our strong momentum in business development and pipeline of new openings this year will continue and

the Middle East is a vital market for us. We’re introducing new brands and innovative concepts; and are putting together a highly-skilled development team to pioneer our expansion, setting a firm foundation for our future growth,” says Nierhaus.

Deutsche Hospitality’s next regional opening will be Jaz in the City Dubai next year (2022) – a 253-key music-themed property in Deira offering the brand’s signature touches including live acts, a recording studio and a range of F&B options including a soul food restaurant designed for mingling and a high-end rooftop bar. Of the 253 rooms, 234 will be so-called In tune rooms (Standard). There will be 13 Bass Rooms (Junior Suites) and six Offbeat Rooms (one-bedroom suites).

STEIGENBERGER RESORT RAS SOMA This five-star resort, which opened on April 1, is located on Egypt’s east coast 55 kilometres from Hurghada and offers 409 rooms and suites. Its three Royal Suites feature their own dedicated swim-up pool and the four luxury beachfront villas have two or three bedrooms, a fully equipped kitchen and a private pool. Facilities include five restaurants and four bars, a spa, gym and a diverse range of leisure activities including water sports.

ATM YEARBOOK 2021 | 151

Going above and beyond Mohamed Awadalla, CEO, TIME Hotels, explains how the UAE-based hospitality group has risen to the challenges of 2020 – from safeguarding guest and staff wellbeing to adopting new technology and sustainable practices – and is now looking forward to a new period of growth in 2021

A

fter a challenging year for the hotel industry, UAE-headquartered hospitality company and hotel operator TIME Hotels, is clearly confident about the prospects for the Middle East’s travel, tourism and hospitality sectors.

Mohamed Awadalla, CEO, TIME Hotels, says: “2020 has indeed been an unusual and challenging year to say the least.

“However, one thing this industry has shown time and time again is that when the going gets tough, we all come together, roll up our sleeves and do what needs to be done to bounce back. What we have seen within the industry is resilience.

“Many businesses have shown they can adapt and ride out the storm until we once

152 | ATM YEARBOOK 2021

again get back to something resembling business pre-pandemic.

He continues: “I’m particularly proud of the team at TIME. Everyone has gone above and beyond to ensure guests have felt safe, secure, and welcome in our properties throughout the pandemic. We have also managed to keep all our properties open with reasonable occupancy.”

Despite the profound difficulties faced in 2020, TIME Hotels rolled out a unique outreach and Corporate Social Responsibility (CSR) programme during the year, which included the ‘Wear your Happiness’ initiative; participation in International Women’s Day and the Dubai Fitness Challenge; a range of sustainability and waste management initiatives and offering complimentary stays for medical frontline workers.

Furthermore, TIME was awarded a series of accolades including the Dubai Chamber CSR Label Award for the sixth year in succession, TripAdvisor Travellers’ Choice Award and Happiness at Work Award, to name but a few. Mohamed Awadalla was

“One thing this industry has shown time and time again is that when the going gets tough, we all come together” Above: The industry is bouncing back, says Mohamed Awadalla, CEO, TIME Hotels Below: The TIME Marina Hotel & Conference Centre near Al Alamein, Egypt, will open in August

also recognised as one of the region's top 20 hoteliers in the annual Hotelier Middle East Power top 50.

Internally, TIME focused on the welfare of its team members by offering personal development and training opportunities, as well as auditing and improving its overall operational capabilities. As a way to alleviate the impact of the crisis, TIME continues to look at ways to adapt to the changing market and guest preferences.

ADAPTING TO NEW TRENDS Looking ahead, the pandemic will not only have a sustained significant impact on overall business and the wider hospitality industry, but also on how groups operate their properties, believes Awadalla, noting that safety and hygiene will continue to be a top priority for the hospitality sector as a way to assure guests.

“From our perspective, we will continue to adhere to strict levels of hygiene to ensure guests feel comfortable when visiting, something we have ensured through our Sanitised & Ready initiative, in partnership with Diversey, a global leading hygiene solutions provider,” says Awadalla.

The pandemic has definitely altered, and will continue to change travellers’ future holidaying priorities and their expectations.

New contactless options will be expected and many businesses are already providing more flexibility in their offerings and using technology in their day-to-day operations, he notes.

“We will continue to offer our fully flexible booking option and to embrace new technologies and the use of applications

ATM YEARBOOK 2021 | 153

TIME TO TAKE RESPONSBILITY Today, every professional hotelier will recognise the impact that their property and its guests is having on the environment. As a result, we see more retrofitting of existing hotels and more sustainable design at the inception stage when building new hotels. I expect this trend to intensify throughout 2021, and the mantra, reduce, reuse, and recycle to grow in prominence if it has not already become mainstream with brands around the world. Technology has had a far-reaching impact on all industries in the last year. Being able to harness this by reducing waste and emissions and conserving water and energy consumption will be critical for the future hotel sector and for a better tomorrow’s world.

At TIME Hotels, we are a proud recipient of the prestigious environmental accolade Green Key Award, as well as Dubai Chamber’s CSR Label, in recognition of our continued use of sustainable concepts and applications within hotel operations from water conservation, waste management systems and indoor en-

154 | ATM YEARBOOK 2021

vironment to green activities. Being a socially responsible company, we strive to ensure that our business model has a positive impact on the four pillars of workplace, marketplace, community and environment. As a result of increasing electric care use, we have introduced electric vehicle charging stations in our hotel parking, providing guests with the opportunity to charge their electric (green) cars.

As part of our ongoing eco-friendly initiatives, we have introduced a rooftop garden where we grow organic herbs, fruits and vegetables from seed or stem propagation.

Through this initiative, the team at TIME Oak Hotel & Suites aims to educate people on how to grow their own herbs and vegetables in a challenging climate without using chemicals and industrially produced pesticides.”

Gaetan Lavoie, Corporate Director of Technical Services, TIME Hotels

to minimise contact. As a way forward, we have also adopted a more sustainable business model with less printed collaterals.

We will also be introducing further dining options and staycation offers in the months to come and announcements will be made in due course,” Awadalla continues.

“Earlier this year, we launched our 2021 CSR calendar with a 12-month programme including team-building activities, a range of health initiatives, a clean-up drive to support environmental goals, a focus on female employees as part of International Women’s Day, a blood donation drive, awareness campaigns and more.

“A happiness initiative will be rolled out throughout the year, focusing on both employees and hotel guests.”

NEW NORMAL, NEW MODELS TIME Hotels also recently announced plans to open eight new properties across MENA and the Indian Ocean by the end of 2022, which is a very uncompromising but laudable strategy, considering Q3 2021 Emirates now operates more than 240 aircraft

is almost upon us. The properties, which will see the growth and launch of new and existing TIME Hotel brands in key territories throughout the region, will be unveiled in full by Awadalla during Arabian Travel Market 2021.

“Our pipeline of hotels and residences will meet the demands of the ‘new normal’ – attracting overseas digital nomads and local visitors for staycations, as well as more traditional business and leisure segments by consistently offering a value-driven, highquality experience across all of our branded properties,” says Awadalla.

“We currently have 14 properties comprising 1,465 keys in operation across the UAE and wider GCC with additional properties opening this year in Dubai, Sharjah, Fujairah, Saudi Arabia and Egypt.

In 2022, we are opening another property and our first hotel in Mauritius, the 120-key TIME Phoenix Hill.”

The goal, Awadalla stresses is to grow its portfolio to 30 properties by 2025.

This year, TIME Hotels will open three hotels in the UAE: the 91-key TIME Moonstone Hotel Apartments in Fujairah; the 99-key TIME Burj Al Saadah Hotel Apartments in Sharjah and the much awaited four-star, 232-room TIME Asma Hotel, in Al Barsha, Dubai.

“Plans are in place for two floors of this hotel to be reserved exclusively for female travellers, with dedicated services, including personalised room service, a female-only check-in counter, dedicated ladies-only guest relations, in-house baby-sitting services, and in-room tablets highlighting all of the services offered for women as well as enhanced bathroom amenities in each room,”explains Awadalla.

TIME has also been very active in Saudi Arabia and will shortly take over the management of two boutique hotels in Riyadh – the TIME Elite Suites in Al Muruj and the TIME Express Olaya Hotel in the Saudi capital’s upmarket Olaya district.

TIME will also open its first two hotels in Egypt later this year – the five-star TIME Coral Resort Nuweiba in the Red Sea resort of Nuweiba and the four-star TIME Marina Hotel & Conference Centre near Al Alamein on the Mediterranean coast, which is being hailed as Egypt’s second capital.

During a recent visit to check on the progress of the hotels, Awadalla noted: “Work is proceeding well at our TIME Marina Hotel and that property should be ready to open in August. As for the TIME

“Our pipeline of hotels and residences will meet the demands of the ‘new normal”

Coral Resort, that hotel is already open and operating, so it is only a case of rebranding the hotel and opening under our management this summer.”

One additional TIME branded property will open next year bringing the hospitality firm’s overall portfolio to 22 properties by the end of 2022.

The TIME brand will be making its debut on the Indian Ocean island of Mauritius next year, with the opening of the TIME Phoenix Hill.

Located in Mauritius’ Cyber City of Ebene, the 120-key deluxe hotel apartment property will 11 floors featuring one-,

Far left: TIME Oak Hotel & Suites Below: TIME Phoenix Hill – the group’s first Indian Ocean property, in Mauritius

two- and three-bedroom apartments, plus meeting rooms and a café/lounge.

Awadalla, concludes: “2020 was a very challenging year for hospitality, travel and tourism, right across the globe, but we are looking ahead at 2021 and beyond with great optimism.

“With so much pent-up demand, as well as Expo 2020 launching in October, we are looking forward to a very busy autumn and winter period.”

TIME Hotels will be exhibiting on stand HC0625 during this year’s Arabian Travel Market. For more information visit www. timehotels.ae

ATM YEARBOOK 2021 | 155

Survival of the fittest

156 | ATM YEARBOOK 2021

Mark Kirby, Head of Emaar Hospitality Group (EHG), reveals how the UAE-based firm has emerged from the pandemic stronger, with an enhanced company culture and an even greater commitment to creating sought-after guest experiences

Q: How did Emaar Hospitality Group (EHG) cope with the challenges of 2020?

Last year was a truly challenging year for the hospitality industry.

With most of our hotels closed to abide by the restrictions in place, we took the time to revamp some of our properties, focussed on our new projects and worked towards a consistent and sustainable approach to keep safety and hygienic standards high across all platforms and properties.

With this we aligned our strategy to focus on staycations for local market by partnering with top city attractions within the Emaar ecosystem, which were included in our room offers.

The focus was shifted to creating a safer and confident environment for our guests. We kept the brand alive by creating newer guest experiences such as food delivery options, chefs sharing their secret tricks and ingredients, the housekeeping team showcasing the perfect bed tucking and the spa team opening up by providing beauty insights.

We came out of 2020 as a strong survivor – setting a benchmark for the industry and proving that hard work, determination and great leadership will continue to win.

Q: What do you believe have been the group’s greatest achievements over the past 12 months?

We started this year adding Address Beach Resort and Vida Umm Al Quwain

“We expect to see an accelerated rebound

Mark Kirby, Head of Emaar Hospitality Group (EHG) Left: Address Fountain Views – a lifestyle destination Top: Address Sky View lobby

to our growing portfolio and we are now focussing on building on the success of all our brands to open more new hotels in 2021. These include Address Fujairah Beach Resort, Vida Bahrain, Address Istanbul, Rove Expo 2020, among others. But our greatest achievement is that our guests chose to stay with us and felt welcomed into an environment of safety and wellbeing. We received our recognition from Dubai Assured Authority and Bureau Veritas’ Safeguard Label, thanks to the seriousness and consolidated efforts that the team took in tough times. Additionally, we established a strategic partnership with Kings College Hospital, with the aim to provide immediate access to high quality trusted healthcare should it be required.

We worked closely with DTCM, and with our collective efforts were able to welcome guests back in mid-2020, with safety, comfort and world class service at the core of our offerings.

Q: What’s EHG’s strategic focus for 2021?

The UAE is among some of the top destinations globally that are benefiting from a swift upswing in tourism.

We see guests are adjusting to the new norm and starting to feel safe to travel, particularly to the UAE and Dubai.

It is a trend of ‘revenge travel’, where guests who couldn’t travel last year, now feel the need to recover lost time.

We continue to build the brand,

ATM YEARBOOK 2021 | 157

showcase our world-renowned luxury hospitality in the UAE and internationally and to open new hotels across the region, while building on guest experiences and quality standards and embodying the ‘Where Life Happens’ tagline for the brand. Speaking on behalf of our EHG family, 2020 has made us stronger, more determined and more capable of handling challenges with a smile.

Q: How has the pandemic altered your business development strategy going forward?

Bringing projects to life includes a unified teamwork, creating memorable experiences, building extensive client relationships and strategising on different point of views.

Every day is truly different. We are now more than ever, eager to adapt and engage and to bring more unique and personalised experiences to our guests.

Our team members who have always been adept at assisting out guests, go beyond their usual duties and job roles to ensure we bring happiness to every person walking through our doors.

We want to ensure we are delivering the best to our guests, identifying what adds value during their stay.

As mentioned, hygiene, sanitation and welfare are part of our core values. We are also rolling out a digital and online ecosystem, available very soon.

“Our greatest achievement is that our guests chose to stay with us and felt welcomed into an environment of safety and wellbeing” 158 | ATM YEARBOOK 2021

Q: What do you believe are the key priorities of today’s guests and how is EHG meeting these revised needs and expectations?

The guest experience is always our key focus and will remain so.

Today, this expands to safety and hygiene and to offering enhanced comfort, larger spaces and better views in our suites. We are very fortunate to be able to offer all of the above across our

brand portfolio. Our rooms are spaced out adequately, our room price point is sustainable for what you get in return and the breath-taking views, especially in Downtown Dubai and at the new Address Beach Resort, are unbeatable.

Q: How has the pandemic changed your personal outlook on leadership and running a hospitality business?

Top left: Address Downtown Dubai Top right: The Boat by Address Above left: Address Beach Resort Fujairah Right: Address Boulevard

EHG and Expo 2020 Dubai EHG is also the Official Hotel and Hospitality Partner of Expo 2020 Dubai, which kicks off on October 1, 2021. As part of that commitment, the group will operate 2020 Club by Emaar, a dedicated hospitality located at the very heart of the Expo site in Al Wasl Plaza.

The group will also operate Expo’s only on-site property under its community centric Rove brand.

Rove Expo 2020 (pictured right) will feature 312 king, twin and accessible Rover Rooms, 19 Rover suites, several dining outlets, a rooftop swimming pool and sundeck overlooking Al Wasl Plaza, a 24-hour gym, prayer rooms, and more. The property will be operated in alignment to Expo’s high sustainability standards and all in-room amenities will be 100% sustainable.

It may sound as a cliché, but the pandemic taught us, that ‘it’s now or never’, coupled with ‘if you do it, do it with all your heart’.

This means we did everything we could swiftly and with all our heart and soul, throughout the pandemic.

We adapted quickly as a team; it brought us closer together and with most of us not able to see our families for a long time, it made us value one another more. We have developed our family culture, prioritising our values and goals.

I have seen this very closely with our team members now supportive of other departments and more helpful – here is a family coming together to make sure you have the best holiday ever.

Operations wise, we definitely had to think out of the box – we serve our buffets using a safer option and

maintain all safety measures as per the government protocols. Social distancing is no more a ‘rule’, but a very respected lifestyle that we all maintain and completely adhere to.

Q: What do you believe are the biggest opportunities for EHG in the future?

We will continue to build our brands within UAE, GCC and the international market across our portfolio.

Our focus will remain strongly on managing our brands with a strong emphasis on talent, quality and guest expectations. Our emphasis will continue to provide a more personal and engaging experience to guests in a premium lifestyle environment, enriching the lives of its guests with luxury, style and elegance.

ATM YEARBOOK 2021 | 159

HOT PROPERTY

New and upcoming hotels of note in the region and beyond

DUBAI

MARRIOTT RESORT PALM JUMEIRAH ▼

THE ROYAL ATLANTIS ▲ Another Dubai icon in the making, the AED 5.15 billion Royal Atlantis Resort & Residences, sitting next to its pink sister on The Palm, will feature some 90 swimming pools, including a stunning rooftop infinity pool suspended 96 metres above the manmade island on level 22. The hotel will offer 17 restaurants and bars, with some of the world’s leading international celebrity chefs at the helm including Gasón Acurio, Costas Spiliadis, Ariana Bundy, Heston Blumenthal and Jose Andres. The lobby will double up as an entertainment venue, home to a dramatic fire and water attraction and one of the largest jellyfish tanks in the world, housing approximately 2,000 jellyfish.

ST REGIS. THE PALM ▶ Located in The Palm Tower, this property will feature 289 rooms and suites, an infinity pool on the 50th floor, a hotly anticipated rooftop viewing deck (The View) and a direct connection to Nakheel Mall. Foodies will love level 51, which will house the famed SUSHISAMBA restaurant, serving up a mix of Japanese, Brazilian and Peruvian cuisine.

160 | ATM YEARBOOK 2021

The first Marriott resort in Dubai will be a gastronomic destination in its own right with eight restaurants offering a wide range of global cuisine from Korean and Italian to Japanese and Mexican. Adding to the growing Peruvian restaurant scene, ‘Above Eleven’ will entice guests with a garden maze at its entrance. The hotel will feature 608 guestrooms and a world-class spa.

RIXOS DUBAI HOTEL & SUITES JEWEL OF THE CREEK▼ Part of a three-hotel complex at the upcoming Jewel of the Creek development in the Port Saeed area of Deira, Rixos Dubai Hotel & Suites will feature 770 rooms and suites and outstanding leisure, entertainment, sports and gastronomy experiences for which the Turkish brand is known. A large conference centre, commercial zone, indoor and outdoor sports facilities, a fitness centre, wellness centre, infinity pool, entertainment and show arena and beach promenade, plus kids and teens facilities are all planned.

SLS DUBAI HOTEL & RESIDENCES ▲ SLS Dubai Hotel & Residences, which opened in April, is not only the first SLS-branded property in the region, but one of the tallest hotels in Dubai. Highlights include a steakhouse by award-winning Italian butcher Dario Cecchoni on the 74th floor; a Ciel Spa and rooftop nightlife venue Privilege, featuring an expansive interior lounge opening directly onto the roof terraces and infinity pools. It has 254 rooms, 371 residential units and 321 hotel apartments.

25HOURS HOTEL DUBAI ONE CENTRAL ▲ The Middle East’s first 25Hours hotel will weave the tales of nomadic life into every room and public space through novel interior design.

Four diverse room styles will encompass ‘Bedouin’, ‘Glamping’, ‘Farmstay’ (pictured) and ‘Artist Village’, while novel facilities range from the Moonlight Cinema and the world’s first STOP THE WATER Spa to a Bavarian beer garden and rooftop Greek restaurant. Guests can rent MINI Electric cars and Schindelhauer bikes or hang out in breakout areas with co-working spaces, a coffee area and a vinyl player and Walkman area.

MANDARIN ORIENTAL WASL TOWER▲ Mandarin Oriental’s second Dubai property will be located on Sheikh Zayed Road in a striking 63-storey property featuring 257 rooms, suites and serviced apartments. Dining experiences will be a focus at this luxury hotel, which will offer a “lively rooftop sky bar with citywide views”, a signature restaurant, all-day dining venue, poolside bar and restaurant, lobby lounge, club lounge, cigar room and a Mandarin Oriental Cake Shop.

ATM YEARBOOK 2021 | 161

ABU DHABI

RAS AL KHAIMAH INTERCONTINENTAL MINA AL ARAB ▼ Set on a headland surrounded by protected coastal wetlands with lush landscaping fronting a sweeping beach on one side and a manmade waterway on the other, all 350 rooms and suites will offer panoramic water views. The property will also feature a health club, spa, two swimming pools and several restaurants.

HILTON ABU DHABI YAS ISLAND ▲ Hilton Abu Dhabi Yas Island opened its doors in February as part of Miral’s new AED 12 billion Yas Bay development. The five-star hotel features 545 rooms a beach club, dining venues and cafés, a kids’club, spa and a multi-purpose conference centre. Hilton Abu Dhabi Yas Island is located in Yas Bay Waterfront, one of three districts in the Yas Bay development and home to entertainment and nightlife attractions, including the Etihad Arena, Abu Dhabi’s first-of-its-kind multipurpose indoor entertainment venue.

SAUDI ARABIA MANDARIN ORIENTAL AL FAISALIAH, RIYADH ▼

HABITAS ALULA ▲ Set on a headland surrounded by protected coastal wetlands with lush landscaping fronting a sweeping beach on one side and a manmade waterway on the other, all 350 rooms and suites will offer panoramic water views. The property will also feature a health club, spa, two swimming pools and several restaurants.

162 | ATM YEARBOOK 2021

Mandarin Oriental Hotel Group has taken over the management of Al Faisaliah Hotel, Riyadh, which is now undergoing extensive guestroom and public area renovation and will open as the rebranded Mandarin Oriental Al Faisaliah, Riyadh, at the end of this year. Located in the city’s Central Business District, the property is part of the mixed-use Al Faisaliah Centre, designed by Foster & Partners. The 321 guestrooms and suites will feature new interiors designed by Adam Tihany Design, New York and the lounges and bars, including the popular top-floor venue with city views, will undergo a refresh.

Revitalised function spaces will cater to social events and business meetings, while leisure facilities will include and indoor swimming pool, male and female spa areas and a fitness centre.

FAIRMONT RIYADH SERVICED RESIDENCES, RIYADH ▼ Fairmont’s first long-stay apartment property in the kingdom will boast 222 serviced residences, including four-bedroom penthouses.

Pitched as an unforgettable luxury destination and a city landmark, the property will include a food and beverage plaza with three specialty dining concepts and family friendly features such as a cinema room, lounge and kids’ play area.

BANYAN TREE RESORT ALULA ▲ Accor has partnered with the Royal Commission for AlUla (RCU) to operate an expanded Ashar Resort under the Banyan Tree brand.

The group will add 47 new high-end villas to bring the resort total to 82, complemented by a luxury spa and several gourmet restaurants.

A sensitive design concept will ensure each villa blends discreetly into the striking natural scenery of the Ashar valley, located 15km from the Kingdom’s first UNESCO World Heritage Site, Hegra.

MANSARD RIYADH, A RADISSON COLLECTION HOTEL & RESIDENCES ▼ The Mansard Riyadh, A Radisson Collection Hotel & Residences opened last month (April) on Prince Mohammed Bin Salman Road, featuring 140 rooms and suites, plus 27 luxurious apartments and 24 three-bedroom villas for long-stay guests. The property is easily accessible by rail and road to King Khalid International Airport and the King Abdullah Financial Centre.

JW MARRIOTT RIYADH ▲ Housed in the city’s iconic 64-storey skyscraper, the upcoming JW Marriott Riyadh (previously Burj Rafal Hotel) will be part of the future Capital Gate community, located between the King Abdullah Financial District and Avenues Mall. The property is currently undergoing improvements including the introduction of new dining concepts such as Qahwet Al Mandaloun, JW Steakhouse, Tea eighty eight, Club Fumee and Maze Shisha Garden, while the hotel entrance, lobby and reception area are also being heightened. When the overhaul is completed, the property will be rebranded as a JW Marriott.

INTERCONTINENTAL DURRAT AL RIYADH RESORT ▼ Riyadh City’s first and only resort will open in the distinguished Banban neighbourhood in Q4. The property, located in a lush city oasis and characterised by “architectural grandeur” and eco-friendly water features, will house 121 rooms, 31 suites and 10 stately private villas, each with an outdoor swimming pool. A wide range of dining venues, a spa, swimming pools and indoor and outdoor event space will all be part of the offering.

VOCO JEDDAH NORTH ▲ Voco Jeddah North will feature 145 rooms, an outdoor pool, a spa with four treatment rooms, a range of culinary venues, including a rooftop lounge, plus 1,750 sqm of meeting and event space when it opens to guests in Q1 2022. It will be one of the closest hotels to the new Jeddah airport and not far from Jeddah Seasons square, Obhur Corniche and Alexandria beach, while Kingdom City, the new anticipated centre of Jeddah, will be just 3km away.

ATM YEARBOOK 2021 | 163

QATAR

THE CHEDI KATARA HOTEL & RESORT ▲ This luxury resort with 59 rooms and suites and 32 chalets and villas will be located on the beach in Doha’s Katara Cultural Village, a prominent district that’s home to theatres, concert halls, exhibition galleries, mosques, restaurants, shops, a park and an open amphitheatre. With a design that pays homage to the glories of Indian Mughal Architecture and a touch of Ottoman influence, the new Chedi’s principal hotel building will house a lobby lounge with 180-degree views of the sea, an expansive spa and fitness facility. Rooms and suites will lead to private terraces offering Arabian Gulf and Doha skyline views.

FAIRMONT HOTEL AND RAFFLES HOTEL & BRANDED RESIDENCES ▲ The iconic Lusail Towers development – an architectural translation of Qatar’s national seal, representing the traditional scimitar swords – will play host to two of the world’s leading luxury hotel brands, Raffles and Fairmont, with both properties set to open in 2022 ahead of the World Cup. The towers will rise gracefully from podium level, one occupied by the six-star Raffles Hotel & Branded Residences featuring 132 suites and 49 apartments and the other home to the five-star Fairmont with 361 rooms and suites and pitched at business travellers. State-of-the-art entertainment and recreational facilities, including specialist boutiques, VIP movie theatres, signature restaurants and a private Cigar Lounge, as well as exquisite banqueting and conference spaces and dedicated office areas are all part of this project, developed by Katara Hospitality.

HYATT REGENCY ORYX DOHA ▼

BANYAN TREE DOHA ▲

Qatar’s first Hyatt Regency property, which opened in January close to Hamad International Airport, is pitched as a “stress-free sanctuary that enhances productivity and peace of mind”. All 400 rooms are kitted out with high-tech amenities and a workstation, while facilities include 11 meeting rooms and two ballrooms and dining venues including The Cellar (Spanish), Al Nafourah Garden (Middle Eastern and Lebanese), outdoor venue Splash and a Jazz Club.

Banyan Tree’s first Qatar property is described as a “sanctuary for the senses”, with a design ethos reflecting the four elements of life – earth, fire, water and air. Setting the tone are the trees of life that fill the lobby with an air of calm and of course, the brand’s well-known spa concept. Restaurants Banyan Tree’s signature Thai Kingdom restaurant, Qalamkarri (contemporary Indian) and Vertigo on the 28th floor – a venue with a retractable roof, offering a breathtaking nightlife experience with panoramic city views. The property is located in Mushaireb, part of the Doha Oasis project, offering guests direct access to a signature department store, indoor experiential theme part and exclusive cinema multiplex.

◀ HILTON SALWA BEACH RESORT & VILLAS The largest theme park in Qatar, Desert Falls Water and Adventure Park, has put Hilton Salwa Beach Resort & Villas on the map, as well as its accommodation options that include 246 rooms and suites, 84 beachfront villas, plus an authentic Arabian Village with 31 eye-catching regionally inspired villas. It’s a gastronomic haven too, with 20 food and beverage concepts ranging from Dante (Italian) and Octa (seafood) to Miss Wong (Chinese) and Levantine (Arabian). The Eforea Spa and a grand ballroom also add to its appeal.

164 | ATM YEARBOOK 2021

MILLENNIUM PLACE DOHA ▼ The Millennium Place brand made its Qatar debut in March. Located in the capital’s Rawdat Al Khail area, Millennium Place Doha features 150 rooms, meetings and events space, five dining outlets, a gym, spa, indoor and outdoor pools and parking.

VOCO DOHA WEST BAY SUITES ▲ Described by parent company IHG Hotels & Resorts as “a new characterful hotel with an unstuffy attitude”, voco Doha West Bay Suites opened in Doha’s West Bay District in January. The 396-room property features an outdoor swimming pool, spa facilities, an all-day dining restaurant, shisha lounge, three meetings rooms and a 35th floor club lounge.

DELTA HOTELS MARRIOTT CITY CENTRE DOHA ▼ A 32-storey tower with a helipad roof is home to this new property opening soon in Doha’s West Bay area. It will comprise 236 contemporary guestrooms, 84 serviced apartments with fully fitted kitchenettes, four dining outlets, a spa, health club, swimming pool, a ballroom and meeting room

THE PLAZA DOHA ANANTARA HOTEL & SUITES ▲ This grand-looking property with a palatial façade and inside, a blend of Parisian design with Arabian luxury, will feature 118 guest rooms and 172 serviced apartment suites. An elegant, air-conditioned courtyard atrium will be the hotel centre piece and for leisure, guests will be able to enjoy multiple facilities including a rooftop infinity pool and a signature Anantara Spa.

ATM YEARBOOK 2021 | 165

BAHRAIN RAFFLES AL AREEN PALACE ▶ This hotly anticipated property, which will debut the Raffles brand in the Kingdom of Bahrain, will open this summer following the conversion of existing property, Al Areen Palace and Spa. Accor and GFH Financial Group, which have partnered to re-launch the hotel, are currently refurbishing the 56 one-bedroom Desert Pool Villas and the 22 two-bedroom Royal Pool Villas. Two extra dining venues are being created, taking the total to six, while the 10,000 sqm is undergoing extensive renovations. The desert resort is close to the Bahrain International F1 Circuit and the new Bahrain Exhibition and Convention Centre.

◀ CONRAD RESIDENCES BAHRAIN FINANCIAL HARBOUR Part of Bahrain Financial Harbour, a commercial waterfront development located on the northern shore of Manama, this will be the first fully residential luxury development for the Conrad brand in the Middle East when it opens in 2022. The property will be located in the First Energy Bank Tower mixeduse development, described as an “exceptional location for people to enjoy spectacular coastal views of the Arabian Gulf ”. Conrad Residences Bahrain Financial Harbour will feature 98 serviced apartments, several dining venues including an all-day restaurant, lobby lounge and pool lounge grill, plus a gym, outdoor pool and boardroom. It will be conveniently close to Harbour Towers, Financial Centre, The Avenues Mall, Bahrain Bay and Reef Island.

EGYPT

ST. REGIS CAIRO ▲ Marriott opened its second St. Regis property in Cairo in January. Located on the banks of the Nile, it offers 286 lavish rooms and suites – three of which feature a private fitness room, sauna, and floor-to-ceiling windows with panoramic views of the Nile – and a further 80 apartments. All guests have access to the brand’s signature butler service.

166 | ATM YEARBOOK 2021

OMAN ALILA HINU BAY ▶ Alila Hinu Bay in Oman’s Governate of Dhofar represents a new generation of exclusive Alila-branded properties by Hyatt.

They blend luxury and environmental harmony and support sustainable tourism by adopting ‘Earth Check’ operating standards. This soon-to-open 112-room property, located on 45 hectares of beachfront in Mirbat, combines best sustainable practices with innovative design principles to make a positive contribution to the surrounding area. A hotel that integrates with the landscape, it offers guests the opportunity to enjoy nature reserves, incredible marine life and unspoiled coastline.

Alila Hinu Bay also offers ‘farm-to-table’ dining experiences in its restaurants, growing fresh produce on-site and preparing it minutes after harvest, or sourcing products from local suppliers with a preference for those in profit sharing cooperative organisations. All chemicals used are low phosphate, biodegradable and non-toxic, and an on-site sewage treatment plant treats grey and black water with a bio system generating water for irrigation. To reduce water discarded through the pool filtration process and chemical use associated with swimming pools, the pools are treated with a salt pool chlorinated system.

The hotel has also launched a “Leave only footprints, love and a frankincense tree behind” campaign encouraging guests to plant a native – and sacred – frankincense tree in the vicinity of the hotel. This initiative contributes to the preservation of this sacred plant, which is under threat from factors such as habitat destruction, overgrazing and over-tapping for trade.

ST. REGIS ALMASA ▼ Marriott’s third Cairo St. Regis recently opened in Egypt’s new administrative capital, just outside the city. It features Cairo’s largest continuous ballroom space, as well as dining hotspot, ‘The Crystal Restaurant’.

JW MARRIOTT CAIRO MENA HOUSE ▲ This iconic hotel, now operated by Marriott and within walking distance of the Pyramids of Giza, the Sphinx and the Egyptian Grand Museum, features 117 rooms and suites with Pyramid views, lavish gardens and water fountains, a pool, spa and golf course.

ATM YEARBOOK 2021 | 167

JORDAN

MOROCCO FAIRMONT TAGAZHOUT BAY ▶ A seaside resort with a beachfront location featuring 155 rooms, 52 branded villas, an 18-hole golf course, meeting and event space and a Fairmont Spa. It will be the first Fairmont in this area of Morocco.

TURKEY THE RITZ-CARLTON, AMMAN ▲ Spanning two stunning towers, The Ritz-Carlton, Amman will offer 228 guestrooms, including 34 suites and 90 residences, plus a rooftop restaurant, indoor and outdoor swimming pools, a fitness centre and spa and a 1,000 sqm ballroom. Dining options will include a Mediterranean restaurant and a rooftop venue with stunning views.

ISRAEL

METT HOTEL & RESORT BODRUM ▼ METT Hotels & Resorts, a new lifestyle hotel brand created by UAE-based Sunset Hospitality Group, has opened its first property in Turkey. The 105-key METT Hotel & Resort Bodrum in Haremtam Cove features 72 guest rooms, plus 33 suites, lofts and private villas; four internationally acclaimed dining concepts, two outdoor swimming pools, a traditional Turkish hammam, MOI Spa and the RAISE Fitness & Wellness concept. METT is described as a “refined, elegant and laid-back collection of lifestyle hotels and resorts inspired by the simple, balanced bliss of Mediterranean living, with social dining and lifestyle entertainment at the heart of the whole experience”.

MANDARIN ORIENTAL BOSPHORUS, ISTANBUL ▼

SIX SENSES SHAHARUT ▲ Largely untouched by mass tourism, Shaharut, which translates as ‘the moment just before dawn’, sits on the Arava Valley in the Negev desert, home to the ancient Midianites and their fascinating tribes people and to several UNESCO World Heritage Sites. Six Senses Shaharut is positioned on a dramatic cliff, at one with the almost-supernatural panorama of this desert, covering approximately 46 acres, but offering just 40 villas and suites, adding to the sense of wilderness, as well as a signature Six Senses Spa. The resort blends with the landscape and has been built using materials sourced from the local area. Buildings have been designed to emulate structures inhabited by the Nabataeans – a nomadic community that lived in the desert 2,000 years before.

168 | ATM YEARBOOK 2021

The MO group’s second luxury hotel in Turkey (it already operates a property in Bodrum), will be located on the city’s shoreline, where East and West collide.

Described as a destination defined by “spectacular service, contemporary design and natural beauty”, this property will be set up to accommodate stunning social and business events, with its diverse dining venues and facilities ranging from a classically designed bar to several opulent ballrooms.

GLOBAL SNAPSHOT 2021 HUNGARY Matild Palace, a Luxury Collection Hotel, Budapest ▶ Built during La Belle Époque in 1902, Matild Palace was developed under the patronage of Her Royal Highness, Maria Clotilde of Saxe-Coburg and Gotha to serve as the social hub of the city. This iconic palace, listed as a UNESCO World Heritage Site, will combine luxurious surroundings with authentic local experiences. Located at the heart of Budapest and just a stone's throw from the Danube, the hotel will serve as the most spectacular gateway to exploring the magic of Budapest.

IBIZA, SPAIN Hotel Riomar, Ibiza, a Tribute Portfolio Hotel ▶ This laid-back 58-room boutique hotel blends “edgy elegance with pure escapism”. Set on the shores of Santa Eulalia Bay, this stylish retreat is surrounded by the White Isle’s crystal-clear waters on one side and idyllic rolling landscapes on the other. It offers three exquisite dining outlets including ‘Tribe’, a Tiki bar set within a secret tropical garden.

INDIA Raffles Udaipur ▶ A 21-acre private island in the middle of Udai Sagar Lake, surrounded by hills and with views of a 400-year old temple, is the location for India’s first Raffles property opening soon. An oasis of calm and accessible only by boat, it offers 101 lake-facing rooms and suites with private pools. In addition to the legendary Raffles Service, highlights include a farm-totable restaurant, a cooking school, a Raffles Spa and sprawling outdoor spaces with walking trails.

INDONESIA The Langham, Jakarta ▶ Langham Hospitality Group will make its debut in Southeast Asia in July with a 223-key property. The Langham, Jakarta, which will embody British design, will be located in District 8 at SCBD (Sudirman Central Business District), a prestigious address close to the capital’s financial area and finest shopping malls. A dramatic chandelier complementing an iconic swirling staircase at the sky lobby on Level 62 promises to be a design triumph, while the 336 sqm Presidential Suite will feature a stunning outdoor terrace. Celebrity chef partnerships will define the F&B offering, which will include Tom’s by Tom Aikens and T’ang Court, from the renowned ThreeMichelin-Starred Cantonese restaurant at The Langham, Hong Kong.

ATM YEARBOOK 2021 | 169

Daily high-speed transport is currently not feasible for most people, but we want to change that notion. Imagine being able to commute between cities that are currently hours apart in minutes – and the endless possibilities that opens up.”

JAY WALDER, CEO, VIRGIN HYPERLOOP

Sources: Virgin Hyperloop, Dubai Government, SpaceX, Allianz Travel

Virgin Hyperloop

25%

The number of mobility trips conducted by self-driving transport in Dubai by 2030 (Dubai Mobility Strategy)

1,000 kph The speed at which Virgin Hyperloop pods travel

9 months

The time it will take to travel to Mars and back on Elon Musk’s SpaceX

17,500 mph The speed at which SpaceX travels

2040

The year by which hotels will 3D print our clothes on arrival to reduce our luggage hassle and costs

The Future of travel ATM YEARBOOK 2021 | 171

THE FUTURE OF TRAVEL

TRANSPORTATION Experiential airports are a thing The latest trend in airport design is to provide passengers with an immersive experience so calming and memorable they may never want to get on their plane. Saudi Arabia’s upcoming Red Sea Airport, designed by acclaimed architectural firm Foster + Partners, will encapsulate this design ethos. The international gateway to one of the most unique resorts in the world, the high-tech airport will feature an interior colour palette inspired by the surrounding desert landscape to give passengers a sense of place and “to take them on a calm and luxurious journey through the [airport’s] terminal”. The facility will be equipped with a host of smart technologies that will not only showcase the building’s energy conservation characteristics – designers anticipate the development will achieve a LEED platinum rating and will be powered by 100% renewable power – but ease passenger traffic flows from check-in to gate, enhancing their overall travel experience.

172 | ATM YEARBOOK 2021

From hyperloop pods and designer airports to high-tech experiential hotels and resorts, the way we travel for work and pleasure is set to change drastically in the coming decades

Hyperloop services to shrink travel times The Gulf region is leading the world in the development of hyperloop services, with networks already planned for launch in Saudi Arabia and the UAE within the next decade.

Saudi Arabia’s planned service, which will extend to Abu Dhabi, will shuttle passengers and cargo between cities at speeds in excess of 1,000 km/h, reducing travel times between Jeddah and the UAE capital, for example, to just 48 minutes.

Saudi Arabia’s Ministry of Transport recently signed a first-of-its-kind deal with Virgin Hyperloop One (VHO) to conduct a pre-feasibility study on the service. The report will examine viable routes, expected demand, anticipated costs and the key socio-economic benefits to the kingdom as it looks to diversify its economy away from oil.

It is anticipated the hyperloop system will accommodate 45 million passengers annually and will be autonomous and 100% electric, deriving its power requirements from solar panels located on the hyperloop tube.

VHO recently released a concept video of the hyperloop experience, taking viewers step-by-step

through their anticipated journey, from arriving at the portal to boarding the transportation pod.

As outlined in the video presentation, the enclosed passenger pods will feature recessed seat wells to provide a greater sense of space, raised aisles, natural aesthetics and dynamic lighting, which will “adjust based on traveller activity and journey milestones”, according to a company statement.

According to VHO, the hyperloop system will be capable of transporting thousands of passengers per hour, despite the fact that each pod is expected to carry a maximum of 28 people.

Key to this high throughput is the concept of convoying, where vehicles will travel behind one another in the tube within milliseconds, all the while controlled by Virgin’s advanced machine intelligence software.

VHO says it is currently paving the way for the regulation and certification of hyperloop systems around the world. The company aims to achieve safety certification by 2025, with commercial operations beginning in 2030.

Suspended sky pods coming to a city near you From the pages of science fiction comes the latest futuristic transport initiative creating a buzz in the Gulf.

In the UAE, the emirates of Dubai and Sharjah are leading the way with the development of sky pods that will be capable of transporting passengers at speeds of up to 150km/h along a suspended rail system.

Dubai’s Roads and Transport Authority (RTA) recently signed an agreement with UK-based BeemCar Ltd to develop the pods, the first iteration of which is dubbed the Unibike, which is designed to accommodate up to five riders, travel at a maximum speed of 150km/hr and carry about 20,000 people per hour. The second model is the Unicar, which is designed to carry up to six passengers over distances up to 200km at a maximum speed of 150km/hr.

In Sharjah, Belarussian firm Unitsky String Technologies is building a 2km suspended track at Sharjah Research, Technology and Innovation Park (SRTIP).

The project forms part of a sustainable SkyWay system designed by Russian scientist Anatoli Unitsky.

An additional 2km track is also being developed at the park, which was due to launch in May 2021. Government officials are also considering building a 130km sky track that would link Sharjah and Khor Fakkan Port and would be used primarily to transport freight using pods capable of carrying up to 25 tonnes, thereby reducing the number of heavy vehicles plying the emirate’s motorways.

A proposed ‘urban light’ track would also transport up to 14 passengers in pods at speeds of 150km/h, while larger carriages would provide capacity for either 48 or 75 passengers and travel at speeds of up to 500km/h.

Dubai paves the way for autonomous transportation services In a bid to improve traffic flows across the city and speed travel times for residents and visitors, Dubai is investing billions in developing autonomous transportation services. In addition to the highly successful Dubai Metro – which is one of the world’s largest driverless automated passenger rail networks – the government is trialling driverless buses, road-going taxis and even the Volocopter – the world’s first unmanned air taxi. By 2030, the emirate’s goal is for 25% of all trips in Dubai to be smart and driverless.

Dubai’s Roads and Transport Authority (RTA) is also currently trialling autonomous vehicles at the Expo 2020 Dubai site in Dubai South.

Each electric vehicle can operate for up to 16 hours between charges and can accommodate 15 passengers (10 seated, five standing) at speeds of up to 25 km/h. The vehicle, which is equipped with advanced sensors, is designed to travel on closed and internal public roads within the Expo 2020 site.

ATM YEARBOOK 2021 | 173

URBAN AND HOSPITALITY DEVELOPMENTS Walking The Line: welcome to the city of the future Saudi Arabia’s futuristic urban development, The Line, is like nothing the world has seen before.

One of the centrepieces of the massive NEOM project located on the kingdom’s Red Sea coast, The Line is pitched as “a revolution in urban living and a blueprint for how people and the planet can co-exist in harmony”.

In reality, The Line will be home to a collection of hyper-connected communities, without cars and roads and built around nature. A cornerstone of Saudi Vision 2030 and an economic engine for the kingdom, the development will drive diversification and aims to contribute 380,000

174 | ATM YEARBOOK 2021

Alliance Jet

Private jet travel takes off Private jet travel to remote islands and exotic destinations took off in 2020, with wealthy travellers preferring this option to first-class travel on a commercial airline, according to AllianceJet CEO, Brendan McQuaid. “Private aviation has emerged as more than just a matter of luxury and efficiency; it also addresses the vital concerns of safety and health. Some of the private fliers are older, wealthy travellers who fall in the high-risk segment. They want to visit their families or their second homes but do not wish to risk exposure to the virus,” he says.

Popular routes include Dubai to the Maldives or Moscow, he reveals.

jobs of the future and SAR180 billion (US$48 bn) to domestic GDP by 2030.

According to Saudi Crown Prince HH Mohammed bin Salman, the city will house one million residents within an area that spans 170km end-to-end and “preserves 95% of nature within NEOM, with zero cars, zero streets and zero carbon emissions”.

“Why should we sacrifice nature for the sake of development? Why should seven million people die every year because of pollution? Why should we lose one million people every year due to traffic accidents? And why should we accept wasting years of our lives commuting?” the Crown Prince said at The Line’s official launch in January. “We need to transform the concept of a conventional city into that of a futuristic one.”

According to Saudi authorities, The Line marks the first time in 150 years that a major urban development has been designed around people, not roads. Walkability will define life in the city – all essential daily services, such as schools, medical clinics, leisure facilities, as well as green spaces, will be within a five-minute walk of each residential community.

Ultra-high-speed transit and autonomous mobility solutions will make travel easier and give residents the opportunity to reclaim time to spend on health and wellbeing. It is expected no journey will be longer than 20 minutes.

The Line’s communities will be managed by technologies based on artificial intelligence (AI), which will continually learn predictive ways to make life easier for both residents and businesses. An estimated 90% of available data will be harnessed to enhance infrastructure capabilities far beyond the 1% typically utilised in existing smart cities.

The city itself will be carbon neutral, and will be powered by 100% clean energy, providing pollution-free, healthier and more sustainable environments for residents. Mixed-use communities will be built around nature, instead of over it.

Get fit and relax: Kerzner pitches a new type of lifestyle resort Luxury resort developer Kerzner International Holdings recently previewed what it claims is the world’s first truly immersive health-focused resort concept, which “blends the boundaries between hospitality, fitness and wellness through a fresh perspective and energising experiences”.

The new brand, dubbed SIRO, will “create a collective global community of like-minded individuals who live a high-performance lifestyle passionate about driving achievement and living their fullest potential”, it adds.

SIRO will offer guests access to a team of in-house wellness specialists, including trainers, coaches, nutritionists, technicians, and hosts.

A cutting-edge fitness club will be the star attraction, each offering a spacious gym, dedicated space for yoga and meditation, a swimming pool and use of local sports venues.

A wide range of dynamic classes will be made available to guests, developed and taught by fitness specialists and elite athletes.

All SIRO hotels will also feature a Recovery Lab, which will provide a selection of spa services including specialised massage therapies, meditation classes and sports rehabilitation, for “mindful regeneration”, Kerzner says.

A variety of performance-fitness activities will also be offered depending on each hotel’s location, including cycling, sailing, hiking, boxing,

ACCOMMODATION

climbing, kite surfing, parkour, and skiing, to name a few. Kerzner says SIRO will be digitally integrated and will “change the way that hospitality moves to ensure a smooth guest journey”.

In addition, SIRO will offer streaming classes, workshops, and knowledge-sharing events to “further connect the SIRO community”.

To promote the new concept, Kerzner is recruiting a team of world-class athletes as brand ambassadors.

The first to sign up is British Olympic gold medalist swimmer Adam Peaty, with others set to be announced in the coming months.

The first SIRO hotel is scheduled to open in Porto Montenegro in 2023.

SIRO Boka Place, as it will be known, will offer guests a number of demanding sailing circuits, as well as a variety of cycling routes of varying length and altitude for all fitness levels.

Gulf eco-retreats showcase ‘transformational travel’ The Middle East’s stunning eco-diversity, from mountain landscapes and sand dunes to lush forests and wadis, has drawn travellers from across the world for centuries seeking solitude.

Today, eco-retreats in Sharjah and Jordan showcase the best this incredible region has to offer.

Located on the edge of the Kalba Conservation Reserve on Sharjah’s east coast are three retreats developed by Shurooq and operated by Mysk by Shaza.

Kingfisher Retreat features 20 luxurious tents set among mountains, woodlands, shrubland, mangroves and unspoiled sandy beaches.

Al Faya Retreat, which has won awards for its eco-friendly design, rises out of the dunes in the UNESCO-nominated World Heritage Site Mleiha. It comprises three stone buildings with historical significance and just five rooms with access to a salt-water pool and a one-of-akind hands-free spa, plus a restaurant, rooftop terrace, BBQ area and library.

Meanwhile, Al Badayer Retreat (pictured) is a scenic desert resort designed in the style of a traditional Arabian castle. It features 21 fully-serviced rooms, 10 luxurious tents, a health

ATM YEARBOOK 2021 | 175

Dubai Tourism

Combining work and pleasure Kerten Hospitality is pioneering co-working facilities that also offer leisure activities, offering busy clients the best of both worlds.

The firm recently launched its workspace and lifestyle business club, Ouspace, in Jeddah, Saudi Arabia, which offers tailormade office spaces for short- and long-term let, enabling entrepreneurs and businesses to work flexibly and collaboratively.

The facility has fast become a thriving community hub, hosting a variety of lifestyle events including laughter yoga, as well tech talks with industry identities. A second Ouspace is scheduled to open later this year in Jeddah’s highly anticipated City Yard complex.

club, indoor pool, two restaurants, a business centre and meeting rooms.

In Jordan, Feynan Ecolodge is a 26-room resort located at the South-Western edge of the Dana Biosphere Reserve, a remote, off-the-grid area of the kingdom.

The property, operated by local firm EcoHotels, relies entirely on solar-power and is lit by candles and stars at night. It offers guests a host of unique experiences, from star gazing, mountain biking and sunrise and sunset hikes, to cultural activities with members of the local Bedouin community. Recognised globally as an eco-tourism pioneer, Feynan Ecolodge won Gold in the ‘Reducing Carbon’ category and the overall award at the World Responsible Tourism Awards presented at World Travel Market London 2019.

New P2P platform targets female travellers Golightly, a new Airbnb-style peer-to-peer platform aimed exclusively at women travellers, recently launched in Dubai.

The service is pitched as an invite-only, home-sharing and vacation rental club that aims to help women “travel often, stay safely and go lightly”. The service enables subscribers to locate an apartment, villa or home, owned or managed by women and listed for sharing.

Popular destinations include London, Sydney, Miami, New Orleans, Hawaii, Calgary in Canada, Nicaragua, Lamu in Kenya, Cartagena in Colombia, and more.

176 | ATM YEARBOOK 2021

Ultra-all-inclusive resorts are gaining traction in the Gulf The ultra-all-inclusive all-exclusive resort concept pioneered by Accor subsidiary Rixos Hotels in the Gulf is fast gaining popularity, with stand-out properties now open on Abu Dhabi’s Saadiyat Island, Dubai’s Palm Jumeirah and most recently on Egypt’s Red Sea Riviera.

The 1,636-room Rixos Hurghada Makadi Bay, which opened in March, is the brand’s largest all-inclusive resort globally.

The ultra-all-inclusive all-exclusive Rixos resort concept offers guests a high-end experience with the room, restaurants, bars, land and water activities, beach clubs, sports, wellness and professional entertainment all included in the package price.

Hotels are doubling up as ghost kitchens With the food delivery market booming, accelerated by pandemic-driven consumer behaviours, hospitality groups are launching ‘ghost’ or ‘virtual’ kitchens.

This means they are using their hotel kitchens and staff to produce high-quality food across multiple cuisines and brands to deliver locally – and to also provide a wider range of in-room dining options for guests.

Accor, for example, has teamed up with KITCH-In – a new digital platform created by Influential restauranteur Evgeny Kuzin and culinary expert Chef Izu Ani, the forces behind successful restaurant concepts including Gaia and Shanghai Me. Cuisine from these and other well-known legacy restaurant brands created by Bulldozer including Cipriani Scalini and many more, are will soon be available to order on the KITCH-IN app. It will be cooked at Grand Plaza Mövenpick Media City in Dubai, Accor’s first ghost kitchen, with food delivered by partner delivery aggregators to locations across the city.

FRESH EXPERIENCES Millennials embrace ‘micro-cations’ Defined as a leisure trip comprising less than four nights, micro-cations are rising in popularity around the world among Millennial travellers seeking a range of eclectic experiences in a short period of time. In the Gulf, they are becoming particularly popular with time-poor travellers keen to combine luxury and cultural experiences, such as a shopping weekend in Dubai and visits to The Louvre and Sheikh Zayed Grand Mosque in Abu Dhabi (pictured). Oman, with its rich heritage and bevvy of natural and man-made wonders, is another micro-cation favourite, particularly among Gulf residents.

Experiential tourism takes centre stage The concept of ‘undertourism’, or travel to farflung destinations off-the-beaten track, has long attracted adventurous holidaymakers keen to get away from the tourist masses.

One&Only Resorts has looked to tap this market niche with a collection of once-in-a-lifetime experiences in rare and undiscovered locations.

In Rwanda, for example, guests at the 23-villa One&Only Nyungwe House can handpick tea leaves in the ancient Nyungwe National Park and learn how black tea is grown and dried or stay at One&Only Gorilla’s Nest and take the rare opportunity to hike through misty forests and track mountain gorillas.

The return of the grand tour If 2020 taught us one thing, it was that we should never take the freedom to travel for granted. For that reason, many travellers plan to go all out in 2021 and 2022, embarking on grand tours of continents, or even the world.

At the top-end of the market, with private air travel deemed more convenient and safer in terms of health and hygiene, Four Seasons Hotels and Resorts has launched the all-new Four Seasons Private Jet – a new A321LR aircraft, part of the new Airbus NEO family that has been fully customised to ensure guests can mingle, or simply relax and enjoy the ride.

It is the hero of the new Four Seasons Private Jet Experience, created for travellers who “want to see the world, immerse themselves in

new cultures and share in unique adventures, all while part of an end-to-end Four Seasons experience”, says Christian Clerc, President, Global Operations for Four Seasons Hotels and Resorts. New for 2021-2022 is the ‘Introducing African Wonders’ itinerary, taking in Athens, Greece; The Pyramids, Egypt (day trip); Serengeti, Tanzania; Mauritius; Rwanda; Victoria Falls, Zambia (day trip); and Johannesburg, South Africa. The 13-day trip is “perfect for families and travellers of all ages”, says Four Seasons. “Along the way, guests will immerse themselves in Africa’s rich cultures, deep traditions, fascinating history and modern-day ecology with hands-on experiences guided by subject experts,” says the hotel group.

ATM YEARBOOK 2021 | 177

The Bombadier Global 6000

The Jetsets prepares to take off If you've always fancied co-owning a private aircraft, now you can

178 | ATM YEARBOOK 2021

T

he Jetsets is set to transform fractional jet ownership in the Middle East, becoming the first homegrown start-up in this sector of the regional aviation industry.

Based in the UAE, the company aims to redefine the private aircraft market, offering clients across the GCC The Jetsets and beyond with an opportunity to fulfil President John Brayford their lifestyle needs centered around shared ownership of an executive jet.

Seen as a regional game-changer, The Jetsets has a simple business model — to provide owners with significant savings by sharing the cost of aircraft purchase, operations and maintenance between them. The target audience of High-Net-Worth Individuals (HNWIs) and corporates is assured of a boutique-style flying experience supported by lifestyle management services.

The Jetsets will operate a single fleet of aircraft — the 12-seater Bombardier Global 6000 — with luxury interiors to which high fliers are accustomed. An aircraft will be co-owned by up to 10 clients, who will each be given a multiple of 100 hours of annual flying time that rises dependent on the percentage level taken in a jet.

As the name suggests, The Jetsets clientele are smart flyers, frequent travellers and companies who are looking for flexibility and the ability to travel on holiday or work with friends, families or colleagues with great comfort, convenience and style.

“The Jetsets has been carefully thought through, in the planning for more than a year, with the backing of one of the world's most respected private banks to support the new venture,” says The Jetsets President John Brayford.

THE PRIVATE JET MARKET IN A PANDEMIC The global pandemic has severely impacted the global aviation sector with fleets grounded, air travel collapsing and travel bans imposed by many governments.

But it has also led to a surge in private aviation and business jet movements due largely to changing rules and regulations and concerns over travelling in a socially distanced

environment on scheduled passenger airlines.

According to The Jetsets’ President John Brayford, there is no better time than now for a start-up in private aviation.

“The pandemic has shifted the goalposts in how and why people will travel.

Choices have been restricted because of sharply reduced airline capacity. There’s also

hesitancy among frequent fliers travelling in crowded commercial jets with hundreds of fellow passengers.

Individuals and companies are therefore re-thinking their priorities now and for the future for safety and logistic reasons when travel returns to pre-pandemic levels.”

Brayford explains that families are looking to travel in their own bubbles on holiday,

while corporates are seeking flexibility and convenience with personal welfare the utmost priority for both of these target groups.

He says while private charters have flourished during the current environment, the cost-effective fractional jet ownership market that The Jetsets is introducing to the UAE this year, is ready for take-off.

BOMBARDIER’S GLOBAL 6000 AT A GLANCE An ultra long-range business jet A flying range of 7,000 miles Cruising altitude of 51,000ft Non-stop from the Middle East to Europe, Africa, North America, Indian subcontinent, Asia and Australia.

12-seat luxury leather configuration Superior comfort, high performance Fuel and noise efficient, environmentally friendly High-speed in-flight Wi-Fi

“At a time when people are looking to travel even safer under the current pandemic environment, flying privately is an extremely viable and practical option for comfort, convenience and safety.

“We have in place a robust business model giving clients the confidence of buying into an aircraft programme without incurring huge costs typically associated with owning a plane outright.

Fractional aircraft ownership is very much an untapped sector of the Middle East business jet market.”

Brayford adds: “We are delighted to have made significant headway building up our sales and marketing team drawn from the aviation and luxury sectors as we prepare to onboard our first clients

and acquire our launch aircraft by the middle of 2021. As part of the process, we have put in place systems that are fully compliant with the regulatory authorities and have struck exciting partnerships with Bombardier and leading aviation companies in the UAE. “Given the strong aviation infrastructure here, we are extremely pleased that the UAE has welcomed us with open arms as aviation, travel and tourism are integral to the nation’s economic development strategy. We want to be part of this huge industry and contribute to its success.”

The UAE has a vibrant aviation ecosystem with quality infrastructure, being geographically well located at the crossroads of east and west, and is a convenient base from which The Jetsets plans to reach out to clients across the GCC and beyond. Expansion includes the Middle East, Africa, and India — a key market given its close business ties with the UAE. The team will be at ATM. Visit www. thejetsets.org for more information.

Above: Comfort and luxury awaits Left: The 12-seat luxury configuration

ATM YEARBOOK 2021 | 179

Brave new world

We asked some of the region’s leading industry figureheads to predict the post-pandemic future of travel

Intra-regional tourism will give the industry a kick start Unique geo-centricity and heritage of the region will continue to drive tourism growth “Globally, travel will rebound as vaccine roll-out programmes continue apace, and we are fairly optimistic that in the next 12-18 months we will see passenger movements recover across all consumer segments. As an airline, Emirates has the agility to quickly scale up our operations and deploy capacity to meet demand as markets re-open. The post pandemic future of travel in the Gulf region will be as vibrant as ever, if not even more.

Tourism development remains on the agenda for many markets in the region, as a driver of economic diversification and opportunity. With the ongoing infrastructure investments and strong international connectivity through airlines like Emirates and their hubs, I believe the unique geo-centricity and heritage of this region will continue to drive tourism growth and attract travellers.”

His Highness Sheikh Ahmed bin Saeed Al Maktoum Chairman and Chief Executive of Emirates Airline & Group

“Intra-Arab tourism has been of fundamental importance to the sustained growth of Dubai’s tourism economy over the past two decades.

We anticipate the rebound from the GCC region, our closest key market, will be sharp and quick once global vaccination efforts continue to be rolled out on a mass scale and as travellers look to explore again after a long period of staying at home.”

His Excellency, Helal Saeed Almarri, Director General of Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)

Airlines have a key role to play in boosting traveller confidence

The vaccine programme will bring optimism to the aviation industry

“flydubai recognises the role it must play in renewing confidence among travellers and that is why we have redesigned our passenger journey to reflect the heightened health and safety considerations. We will emerge from the shadow cast by the pandemic, re-establishing and, in time, expanding the international connectivity we all hold dear. The travel industry has an exciting and dynamic future, strengthened by the challenges we have faced and met together.”

“With the rollout of the COVID-19 vaccine, there has been a renewed sense of optimism across the aviation industry. Air travel in the region has started gaining momentum and will continue to grow, especially in Saudi Arabia, with the giga projects and the expansion of cities like Riyadh driving both business and leisure passenger traffic.”

Ghaith Al Ghaith, Chief Executive Officer, flydubai

180 | ATM YEARBOOK 2021

Captain Ibrahim S. Koshy, SAUDIA CEO of SAUDIA Air Transport Company

The travel industry will rise in prominence

Eco and cultural tourism are taking centre stage

“Travel and tourism will have an important role to play in the region’s future as governments across the GCC seek to diversify their economies. In fact, we believe that travel will become one of the most important industries in the region.”

“Crowded cities are increasingly losing their appeal amongst safety-conscious visitors, leading to a shift to seek out far-flung destinations where tourist numbers are low. Travellers are also increasingly showing a preference for places that offer health and wellnessenhancing opportunities. Staycations will continue to experience growth as people look for ways to experience biodiversity and cultural offerings on their doorsteps, and eco and cultural tourism will continue to be a major driver for economic and social growth.”

HE Ali Al Shaiba, Executive Director – Tourism and Marketing Sector, DCT Abu Dhabi

Ahmed Obaid Al Qaseer, Chief Operating Officer, Sharjah Investment and Development Authority (Shurooq)

Domestic tourism will aid recovery “As the world continues to face the challenges of the pandemic, we are focused on domestic tourism, which has huge potential in the Gulf region.

We passionately believe the Diriyah development is for everyone – local communities and international visitors – and we want Saudis and GCC residents to become our most loyal and vocal ambassadors. We want to reintroduce Saudi to the Saudis and the Gulf. Once borders fully open up we will see the true potential.”

Demand for guiltfree tourism will surge “I believe the global travel industry will experience a significant rebound when markets re-open, but also a renaissance as attitudes towards travel continue to shift to a more sustainably focused mindset. Travellers will look for interesting experiences, cultural exploration and guilt-free tourism.”

John Pagano, CEO, The Red Sea Development Company (TRSDC)

Jerry Inzerillo, CEO, Diriyah Gate Development Authority (DGDA) Below: KSA's Diriyah will capture local and regional tourism

ATM YEARBOOK 2021 | 181

Industry success to rest on government responses “The success of travel, entertainment and tourism in a postpandemic world is predicated by the ability of businesses and governments to innovate in order to respond to challenges efficiently and effectively. Returning to normalcy will take time, however, we are optimistic about the levels of vaccination achieved by many nations across the world to help accelerate recovery. With major tourism destinations in the Gulf spearheading successful vaccination drives, it will boost traveller confidence, encouraging them to visit the region.”

Mohamed Abdalla Al Zaabi, CEO, Miral

Sustainable travel will prove an industry driving force “I believe that above all, sustainable tourism will be a driving force for the industry. Travellers will have renewed confidence to travel responsibly if the industry takes active measures to be more sustainable. There will be a renewed sense of living in the moment and appreciating access to other countries, inspiring travellers to immerse themselves in new landscapes.

Experiences in nature will also be highly sought out.”

Resort properties will lead the recovery “Leisure travel is expected to drive the rebound of hotel markets across the Gulf over the next few years. Resort properties in particular have shown a strong level of robustness when compared to business-centric city hotels. Planned future investment in leisure and entertainment, especially in Saudi Arabia, should underpin this demand as we emerge from the pandemic. City hotels should look to re-imagine their offerings in a bid to capture this type of demand, be it from the pure leisure segment or the emerging ‘bleisure’ space.”

Chris Lund, Head of Hotels, Colliers International

Bill O’Regan, CEO, Modon

Crowds are out, isolated destinations are in “Travellers are veering away from crowded destinations; there is new demand for isolated locations with less people and more open spaces. With the ongoing caution and individual awareness of international safety standards, travellers will be looking for safe, organised destinations that offer vast open landscapes and secluded private areas.”

Phillip Jones, Chief Destination Marketing and Management Officer, the Royal Commission for AlUla (RCU)

Right: Luxury lifestyle experiences are in demand

182 | ATM YEARBOOK 2021

Luxurious lifestyle experiences will be in demand “We will see a trend of ‘revenge tourism’, with people taking every opportunity to travel – most likely to somewhere they have never visited before. Many have been living under tight lockdown restrictions, so when they are finally able to get on that plane for a much-awaited holiday, enhanced luxurious lifestyle experiences will take priority.”

Mark Kirby, Head of Emaar Hospitality

Habitas AlUla will cater to demand for sustainable tourism experiences

New opportunities to arise in the face of adversity “Regardless of the negative impact of the pandemic, new opportunities have arisen. With that in mind, we are busy preparing ourselves for an exciting year to come. From our second Radisson Collection in Saudi Arabia and the first Radisson resort in Ras Al Khaimah to the group’s first hotel on Palm Jumeirah, 2021 has a lot in store for us.”

Tim Cordon, Area Senior Vice President, Middle East & Africa, Radisson Hotel Group

Health and safety priority here to stay “The pandemic has changed the way people travel, with safety and hygiene emerging as the topmost priority for guests. This is expected to be a long-term trend globally, including the Middle East. Also, with social distancing becoming a norm, integration of technology across hospitality operations has become instrumental in delivering guest satisfaction.”

Adapting to the new consumer mindset will be crucial

David Todd, Head of Operations, Middle East & Africa, IHG

“As travel opens up and we welcome more guests back into our hotels, we recognise that consumer mindsets have changed. Guests have a heightened awareness of health and hygiene and have become accustomed to contactless and on-demand experiences. As we emerge from this crisis, consumers will be far more considered with their travel plans and gravitate towards brands they trust.

They will also be looking for authentic and locally relevant experiences.”

Tourism recovery a “defining moment” “Industry recovery is well underway across the Gulf, with pent-up demand led by domestic ‘staycation’ business and international arrivals. I expect this to continue at pace as important source markets re-open, airline capacity increases and people travel again. I believe the recovery will be a defining moment for the hospitality sector in the Middle East, creating significant opportunities for its many world-class destinations.”

Sandeep Walia, Area Vice president – United Arab Emirates, Marriott International

Jochem-Jan Sleiffer, President, Middle East, Africa and Turkey, Hilton

Mixed-used projects to deliver hospitality resilience

New trends to emerge, including extended stays

“Mixed-use projects that create efficiencies of scale through disruption, brand collaboration and community build, focused on the locality, will be the key components driving the resilience of hospitality and will prove to be a pivot for industry recovery.

Regional partnerships will prompt the need for tailored brand alliances that create destinations for work, play and stay.”

“2021 will be a year of marked recovery for the hospitality industry in the Gulf region. Government-led vaccination programmes, paired with pre-flight rapid testing and the concept of digital health passports, will be instrumental in stimulating the sector. Leisure travellers will be more likely to plan extended holidays and seek authentic experiences and remote working will remain a major trend.”

Marloes Knippenberg, CEO, Kerten Hospitality

Ludwig Bouldoukian Regional Vice President of Development for Middle East and North Africa, Hyatt

ATM YEARBOOK 2021 | 183

Safety, privacy and comfort to top guest priority list

The use of technology will accelerate

“As travel returns, safety, privacy and comfort will remain the top priorities among guests. We’re seeing increased interest in secluded stays in remote destinations, together with a strong focus on wellness and reconnecting with nature. Technology will also play an important role by helping limit physical contact while maintaining the highest levels of personal service.”

“Technology has had a far-reaching impact on all industries in the last year and this will further intensify throughout 2021. At TIME Hotels, we are moving towards a more digital approach, having implemented contactless options, a mobile app for bookings and several technology upgrades. We will also see more varied and specialised promotions across the industry to adapt to changes in guest expectations brought about by the pandemic and emerging source markets such as Israel and Qatar.”

Simon Casson, President, Hotel Operations - Europe, Middle East and Africa, Four Seasons Hotels and Resorts

Expect a leisure-led recovery for travel “The pandemic has marked the most difficult period in the travel and hospitality industry’s history. However, travel is a huge part of normal life and our inherent desire to explore the world and to relax and reconnect with friends and family has not changed. It will clearly be a leisure-led recovery, underpinned by essential business travel.”

Haitham Mattar, Managing Director - India, Middle East and Africa, IHG

Mohamed Awadalla, CEO, TIME Hotels Below: Today's travellers are seeking privacy and isolation

Memorable, not material travel is the trend for 2021

Enhanced diplomatic relations to pay dividends

“We believe demand for self-contained home-away-from-home type dwellings will increase, with villas and resortstyle properties offering privacy and a sense of exclusivity. We are also seeing facilities evolve to accommodate work migration, so long-stay packages aimed at the growing cohort of digital nomads will be more prominent in 2021. These changes all tie in with the emphasis on memorable not material travel in 2021.”

“Enhanced diplomatic relationships between countries such as Qatar, Israel, Bahrain and Sudan and the efficient rollout of vaccines allows us to anticipate the swift return of leisure and business travel when borders reopen. Similar to global trends, domestic and short-haul travel will rebound first, and then long-haul trips will start to gain momentum later in the year and in early 2022.”

Alexander Lee, Chief Commercial Officer, Jumeirah Group

184 | ATM YEARBOOK 2021

Saurabh Rai, Executive Vice President for South & South Asia, Middle East, Africa, and Australasia region, Preferred Hotel Group

Travellers are re-discovering destinations closer to home “Specific to the Gulf region, staycations and long stays have become an extremely popular trend. The international travel restrictions have led people to re-discover exciting getaway destinations within their country or region. We do expect this trend to continue in the foreseeable future.”

José Canals, Managing Director, Middle East and Asia, Barceló Hotel Group

Expo 2020 Dubai will be a pivotal moment for tourism recovery

Expo 2020 Dubai a 'pivotal moment' “There will be a shift in travel habits as a direct result of the pandemic, with Expo 2020 Dubai having the potential to be a pivotal moment by showcasing how the world has adapted to a ‘new normal’. In addition, as travellers seek advice on safe places to visit, travel agents and concierge services will regain importance, and destinations that managed the pandemic well will reap the rewards. We will eventually see the introduction of a globally adopted health passport, which will increase travel confidence.”

Sammy Musa, Managing Partner, Gulf Reps

A more flexible approach to hotel management anticipated “As we look forward to the return of travel and tourism to the GCC, hotel owners will be more cost conscious than ever. Flexibility is paramount and operators must ensure that if a hotel’s occupancy fluctuates, so too do its costs. We predict a continued interest in the benefits of third-party hotel management as a result.”

Bani Haddad, founder and managing director, Aleph Hospitality

Quarantine stopovers will become a thing “Travel recovery in the Gulf will be led by domestic and regional markets with a growing appreciation of the natural and cultural heritage of the local region, especially for the Gen Z demographic. Pathfinder operators will explore neighbouring destinations including Iran, Israel and particularly Yemen, the ‘ancestral home of all Arabs’. ‘Quarantine stopovers’ will be embraced by travellers flying between Europe and Asia Pacific with adventure tourism and gastro-tourism key components.”

Look out for bucketlist ‘revenge travel’ “The first priority will be to visit family and close friends who we have not been able to see for over a year, followed closely by ‘revenge-travel’ – travelling to a place that has always been on our bucket list.”

Isabel Tapp, CEO and Founder, AllDetails

Benjamin Carey fts, Founder, Carey Tourism

ATM YEARBOOK 2021 | 185

Modon: Modon: Modon: A Year A Year Year A in Review in Review Review w in

or ng g

strategy to support the capital’s so Modon Properties, a UAE developer speeconomic growth and our worldwid cialised in creating leisure, recreational, Grand opening strategy tothe support the socioProperties, a UAE developer spe- to support strategy capital’s socioModon Properties, a UAEModon developer speappeal tocapital’s visitors from around the g and sports destinations, celebrated a strategy to support the capital’s so Modon Properties, a UAE developer speeconomic growth our worldwide cialised in creating year leisure, recreational, of Hudayriyat economic growth and ourand worldwide cialised in creating leisure, recreational, said Ahmed Al Shaikh Al Zaabi, Dir successful during 2020 seeing economic growth and our worldwid cialised in creating leisure, recreational, Grand opening appeal to visitors from around the globe,” and sports destinations, celebrated a inception appeal to visitors around the globe,” and sports destinations, celebrated a growth Delivery, Modon Properties. substantial since its in from Grand Leisureopening and appeal to visitors from around the g and sports destinations, celebrated a of Hudayriyat said Ahmed AlAlShaikh Al Zaabi, Director, successful year during 2020 seeing said and Ahmed Al Shaikh Zaabi, Director, successful year during 2020 seeing 2018.

To introduce vibrant dynamic of Hudayriyat Entertainment said Ahmed Al Shaikh Al Zaabi, Dir successful year during 2020 seeing Modon Properties. Projects growth its inception in Modon Delivery, substantial growth since substantial its inception insince Leisure and lifestyle and leisure opportunities inDelivery, Abu Properties.

Lifestyle Delivery, Modon Properties. substantial growth since its inception in Leisure District and 2018.

Todynamic introduce vibrant and dynamic 2018. To introduce vibrant and Dhabi, 22 projects were delivered with 25 Entertainment 2018. To introduce vibrant and dynamic Entertainment lifestyle andventures leisure in Abu Projects in Abuopportunities Lifestyle Projects new under design stage. Lifestyle The Abu Dhabi based developer be District lifestyle and leisure opportunities lifestyle and leisure opportunities in Abu Lifestyle Projects Dhabi, 22 projects were delivered with 25 with 25 District Dhabi, 22 projects were delivered its course into lifestyle projects wit Dhabi, 22 projects were delivered with 25 newstage. ventures under stage.

The based Abu Dhabi based developer began Jubail Ma new ventures under design The Abu Dhabi developer began Following on design the achievements of 2019, one-of-a-kind attraction, new ventures under design stage.

The Abu Dhabi based developer be its course into lifestyle projects with a natural eco its lifestylePark. projects with ato the Redevelopment Modon procured AED 10course Billion+ into in As a tribute its course into lifestyle projects wit Following on the achievements of 2019, one-of-a-kind attraction, Jubail Mangrove Following on the achievements of 2019, one-of-a-kind attraction, Jubail Mangrove contracts with 57 tenders issued and 44 tem of Abu Dhabi and Jubail Island plans for iconic Following on the achievements of 2019, one-of-a-kind attraction, Jubail Ma Redevelopment procured AED 10 Billion+ in As Park. As tribute the natural ecosysModon procured AED 10 Modon Billion+ in awarded.

Park. a comtribute toa the ecosyscontracts As part of its is natural antoimportant educational destina Redevelopment Modon procured AED 10 Billion+ in Park. As a tribute to the natural eco Mina Zayed contracts with 57 tenders issued and 44 tem of Abu Dhabi and Jubail Island, it contracts with 57 tenders issued and 44 tem of Abu Dhabi and Jubail Island, mitment to attain operational excellence and serves as a it celebration of natu plans for iconic contracts with 57 tenders issued and 44 tem of Abu Dhabi and Jubail Island plans for iconicawarded. As part contracts part ofdevelopments, its an comis important educational destination contracts ofacross itsawarded. comis important destination their As diverse it aneducational beauty and environmental awarene Mina Zayed contracts awarded. As part of its comis an important educational destina mitment to attainsolid operational excellence andaserves asThe a celebration of natural mitment to attain operational excellence and serves as celebration of natural Mina Zayed launched new additions to Abu stunning destination was awar mitment to attain operational excellence and serves as a celebration of natu across their diverse developments, it beauty and environmental awareness. across their diverse developments, it beauty and environmental awareness.

Dhabi’s portfolio.

‘Best National Educational Project’ across their diverse developments, it beauty and environmental awarene launched to AbustunningThe stunningprestigious destination was awarded launched solid new additions to solid Abunew additions The destination was awarded 2020 MEED Awards.

Guinness World launched solid new additions to Abu The stunning destination was awar Dhabi’s portfolio.

‘Best National Educational Project’ at the Dhabi’s portfolio.

National Educational Project’ at the “2020’s projects and‘Best milestones Records™ title for Dhabi’s portfolio.

‘Best National Educational Project’ prestigious 2020 MEED Awards.

Guinness World prestigious MEED Awards. represent a significant step forward2020 in Adding a new project to the capital prestigious 2020 MEED Awards.

Guinness World the Tallest building “2020’s projects and milestones “2020’s projects and milestones achieving Modon’s objectives. Together growing portfolio of attractions, Mo Records™ title for “2020’s projects and milestones Records™ title represent significant stepwe forward in toaadd Adding a newto project to the ever-Leisure an represent afor significant step forward in Adding new project the capital’s everdemolished using withaour partners, strove value launched thecapital’s Hudayriyat represent a significant step forward in Adding a new project to the capital the Tallest building achieving Modon’s objectives.

Together growing of attractions, Modon in Novembe achieving Modon’s objectives.

Together growing portfolio ofportfolio attractions, Modon to the emirate by enhancing the lives of Entertainment District the Tallest building explosives achieving Modon’s objectives. Together growing portfolio of attractions, Mo demolished using with to our partners, we strove tolaunched add value to the launched thefeaturing Hudayriyat Leisure with our partners, we strove add value Hudayriyat Leisure andand selection of Abu Dhabi residents in hopes fulfil the an unrivalled demolished using with our partners, we strove to add value launched the Hudayriyat Leisure an (controlled demolition) to thethe emirate enhancing the lives Entertainment in November 2020, to the emirate by enhancing lives of Entertainment District leisure inDistrict November 2020, vision ofbyour leadership.

Ourofcontributions and camping facilities. The explosives to the emirate by enhancing the lives of Entertainment District in Novembe explosives Abu Dhabi residents in hopesfeaturing to fulfil the in featuring an unrivalled selection of sports, Abu Dhabi residents in hopes to fulfil the an unrivalled selection of sports, represent significant moments our fortifies Modon’s commitment of s (controlled demolition) Abu Dhabi residents in hopes to fulfil the featuring an unrivalled selection of visioncontributions of our leadership. Our contributions leisure and facilities. camping facilities.

The project (controlled vision demolition) of our leadership. Our leisure and camping The project vision of our leadership. Our contributions leisure and camping facilities. The representinsignificant moments in our Modon’s fortifiescommitment Modon’s commitment of sustainrepresent significant moments our fortifies of sustainrepresent significant moments in our fortifies Modon’s commitment of s

ATM_Modon_420x275.indd 1

About About Modon Modon About Modon

We createWe andcreate design and with design meaning with and meaning and with meaning and We create and design purpose. We purpose. build and We shape build and in ashape way build in a way purpose.

We and shape in a way the wider the widerofnarrative our the of wider our thatnarrative considers narrative of our Modon Properties Modon Properties was established was established in inthat considers Modon Properties was established in that considers emirate and emirate provides and sustainable provides sustainable longlongemirate and provides sustainable longJanuary 2018 January as2018 a 2018 real as estate as a a real developestate developJanuary real estate developterm impact. term We impact. deliver We vibrant deliver and vibrant culand culterm impact.

We deliver vibrant and culment company, ment company, mandatedmandated mandated by the Govby the ment company, byGovthe Govturally centred turally destinations. centred destinations.

They are artThey are artturally centred destinations.

They are arternment ofernment Abu Dhabi Abu to develop Dhabi toleisure, develop leisure, ernment of of Abu Dhabi to develop leisure, fully designed fully designed and expertly and constructed expertly constructed fully designed and expertly constructed recreational, recreational, and sports and destinations. sports destinations. recreational, and sports destinations. delight citizens, to delightresidents, citizens, residents, and tourists and tourists to delight citizens, residents, and tourists Modon works Modon in line works with inthe linegoals with of theAbu goals ofto Abu Modon works in line with the goals of Abu alike.

Our remarkable alike.

Our remarkable havens, with havens, their with their alike.

Our remarkable havens, with their Dhabi’s Future Dhabi’s Plan, Future supporting Plan, supporting the Emir- the EmirDhabi’s Future Plan, supporting the Emirrich offering rich of offering leisure and of leisure recreational and recreational atatrich offering of leisure and recreational atate’sate’s economic ate’s economic success and success keeping andand keeping economic success keeping tractions, bear tractions, all the bear hallmarks all the hallmarks of their loof their lotractions, bear all the hallmarks of their lopace with pace its future with growth. its future We growth. are steadWe are steadpace with its future growth. We are steadcations’ proud cations’ heritage, proud being heritage, inspired being by inspired by cations’ proud heritage, being inspired by fastfast and confident fast and confident in our partnership in our partnership and and and confident in our partnership and local history local and history culture. and Offering culture. a Offering range a range local history and culture.

Offering a range commitment commitment towards implementing towards implementing the the commitment towards implementing the of specially ofcurated specially lifestyle curated experiences, lifestylecurated experiences, of specially lifestyle experiences, vision of our vision stakeholders, of our stakeholders, the Abu Dhabi thethe Abu Dhabi vision of our stakeholders, Abu Dhabi these exciting thesedevelopments exciting developments welcome welcome these exciting developments welcome Government.

Government.

Government. visitors to visitors explore to the explore distinctive theto distinctive wonders wonders visitors explore the distinctive wonders of nature. of nature. of nature.

Through developing Through developing multi-use multi-use strategic strategic Through developing multi-use strategic projects, Modon projects, aims Modon to offer aims citizens, toto offer citizens, projects, Modon aims offer citizens, Projects Projects Projects residents, residents, and visitors and with visitors an optimal with an optimal residents, and visitors with an optimal • Jubail Mangrove • Jubail Mangrove Park Park • Jubail Mangrove Park experience experience of Abu Dhabi.

Abu WeDhabi. have WeWe havehave experience ofofAbu Dhabi.

• Hudayriyat • Hudayriyat Leisure Leisure • Hudayriyat Leisure been entrusted been entrusted to supportto tothe support emirate’s the the emirate’s been entrusted support emirate’s and Entertainment and Entertainment District District and Entertainment District economic economic growth, growth, establishing growth, establishing it as the it as the economic establishing it as the • Mina Zayed • Mina Zayed • Mina Zayed leading global leading destination globaldestination destination for hospitality, for hospitality, leading global for hospitality, • Riyadh City • Riyadh Courtyard City Courtyard Mall Mall Courtyard Mall • Riyadh City sports andsports entertainment. and entertainment. sports and entertainment.

With the towers With the demolished towers and the With and the units, and units, sevenand restaurants seven and cafes and cafes ableable urbanable environment urban environment and enhancing and enhancing the towers units,restaurants and seven restaurants and cafesdemolished urban environment and enhancing plan motion, plan in the motion, commencement the commencement ofplan inof will furtherwill enhance furtherthe enhance integrated the integrated nature nature the the quality the of life quality ofof alloflife residents, life of of all citizens citizens motion, th will further enhance theinintegrated nature quality allresidents, residents, citizens work Zayed in Mina FishZayed Market Fish began Market began of the community. of the community. andand tourists. and tourists. work in Mina Zay of the community. work in Mina tourists. at the endat ofthe theend yearofand theisyear set and to the isat be setthe to the be of the end complete complete before Q2.beforepoQ2.

As it continues to build onit to the build capital’s on thepocapital’s po-on the Community Community Projects Projects complete before As continues to build capital’s Community ProjectsAs it continues sition as a sition leading astourist a leading destination tourist destination with with sition as a leading tourist destination with From Hudayriyat From Hudayriyat island to Mina island Zayed, to Mina Zayed, new new attractions, Modon also Modon commenced also commenced Riyadh City, Riyadh located City, 50km located south-west 50km south-west ofsouth-west of attractions, From Hudayriyat new attractions, Modon also commenced Riyadh City, located 50km of Modon has Modon extended has extended its reach to its even reach to evenhas exte the redevelopment the redevelopment of Mina Zayed, of Mina in colZayed, in colAbuAbu Dhabi,Dhabi, Abu is the Dhabi, Emirate’s is the latest Emirate’s vibrant latest vibrant Modon the redevelopment of Mina Zayed, in colis the Emirate’s latest vibrant wider horizons. wider The horizons. company’s The company’s other wider other laboration laboration with the Department with the Department of Municiof Municiandand sustainable and sustainable residentialresidential residential community, community, horizons. T laboration with the Department of Municisustainable community, projects in projects Al Mirfa in and Al Liwa Mirfa are and currently Liwa are currently palities and palities Transport and (DMT), Transport to transform (DMT), to transform poised to deliver poised unsurpassed to deliver unsurpassed services services projects in Al Mi palities and Transport (DMT), to transform poised to deliver unsurpassed services underway underway after beingafter awarded beinginawarded 2019.underway in 2019. after b of As Abu Dhabi’s of Abu iconic Dhabi’s landmarks. iconicDhabi’s landmarks. andand aspirational and aspirational lifestyles to lifestyles residents. to residents.

As of Abu iconic landmarks. aspirational lifestyles to residents.

As oneone of theof one largest of the and largest most and significant significant the largest andmost most significant Despite the Despite inherent thechallenges inherent challenges brought broughtthe inher The The of Mina Plaza ofdemolition Mina Towers Plaza Towers residential residential projectsprojects inprojects Abu Dhabi ininAbu today, Dhabi itDhabi today, it demolition Despite The of Mina Plaza Towers residential Abu today, it demolition by the COVID-19 on by the pandemic, COVID-19 pandemic, Modon onModon was the first was step, the in first line step, with inthe line withstep, the inonline aligns withaligns the Abu with Dhabi theAbu Abu government’s Dhabi government’s by the COVID was the first with the aligns with the Dhabi government’s secured and secured developed and developed a diverse range a diverse range and dev directives of the Abuof Dhabi the Abu leadership Dhabi strategy ofstrategy building integrated building integrated and sus- and sussecured directives of leadership the Abu Dhabi leadership strategy of of building integrated and sus-directives of mega projects of With mega toprojects enhance enhanceof resident to developtothe develop historic the area. historic Witharea. safety With safety tainable residential tainable residential communities. communities. mega projects to develop the historic area. safetytoresident tainable residential communities. satisfaction satisfaction through architecting through architecting sustainsustainof the population of the population andof thethe environment and the environment satisfaction throu population and the environment infrastructure able infrastructure and vibrantand destinations vibrantable destinations priority, a top Modon priority, and Modon DMT used and DMT used able In efforts to Infurther efforts to further theenrich lives ofthethe liveslives of a topof infrastructur a top priority, Modon and DMT used In efforts toenrich further enrich for visitors for of all visitors kinds,ofcontributing all kinds, contributing to Abu to Abu of all k the international highestthe international standards standards and and citizens incitizens Riyadh in Riyadh Modon City, signed Modon a signed a highest for visitors highest international standards and citizens in City, Riyadh City, Modon signed athe Dhabi’s economic Dhabi’s economic success and success growth. and growth.economi available, ensuring available,the ensuring best the best long-term long-term lease agreement lease agreement agreement with LuLu withwith LuLutechnologies Dhabi’s technologies available, ensuring the best long-term lease LuLu technologies results achieved. were achieved.

Comprised Comprised of four of four Comprised of four Group International Group International last year for last the year for the results were achieved.

Group International last year for results the were unlike a year any144 unlike other,any we demonother, “In we demonlarge high-rise largestructure, high-rise a structure, total of 144 a totalstructure, of 144“In a year operation operation of retail of outlets of retail at the outlets Courtyard at the Courtyard a year unlike large high-rise a “In total of operation retail outlets at the Courtyard stratedinour strated resilience our resilience by ensuring by busiensuring busifloors werefloors demolished werefloors demolished in 10 were seconds in demolished 10 seconds Mall.Mall.

Developing Mall.

Developing the first full-fledged the first full-fledged strated our resil 10 seconds Developing the first full-fledged ness continuity. ness continuity.

As we setAs grounds we setto grounds to with stable with non-primary stablewith non-primary explosives, explosives, hypermarket hypermarket in Riyadhin City, inRiyadh Riyadh the strip City, mall the the strip mall ness continuity. stable non-primary explosives, hypermarket City, strip mall reach new reach heights newinheights 2021, we in will 2021, conwe will consetting a new setting Guinness a new Guinness World Records™ WorldGuinness Records™ waswas created was tocreated fulfil the growing fulfil the demand growing demand reach new heigh setting a new World Records™ created toto fulfil the growing demand tinue to keep tinue pace to keep with pace future with growth future of growth of title for the title Tallest for the building Tallest demolished building demolished for lifestyle for essentials lifestyle essentials within the within vicinity. the vicinity. tinue to keep pa title for the Tallest building demolished for lifestyle essentials within the vicinity. the Emirate,” the Al Emirate,” Zaabi concluded.

Al Zaabi concluded. using explosives using explosives (controlled (controlled demolition). demolition).

Slated to include Slated to 14 include independent 14 independent retail retail the Emirate,” Al using explosives (controlled demolition).

Slated to include 14 independent retail

IN IN A A WORLD WORLD OF OF WONDERS...

WONDERS...

THERE THERE IS IS ONLY ONLY ONE ONE

DIRIYAH www.diriyah.sa www.diriyah.sa