Saudi Arabia’s NEOM an ‘opportunity to redefine livability,’ deputy CEO tells World Economic Forum 

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Deputy CEO of NEOM Rayan Fayez speaks at the World Economic Forum in Davos on Thursday. (WEF)
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Deputy CEO of NEOM Rayan Fayez speaks at the World Economic Forum in Davos on Thursday. (WEF)
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Deputy CEO of NEOM Rayan Fayez speaks at the World Economic Forum in Davos on Thursday. (WEF)
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Updated 20 January 2023
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Saudi Arabia’s NEOM an ‘opportunity to redefine livability,’ deputy CEO tells World Economic Forum 

  • The Kingdom’s smart city giga-project aims to attract world’s best talent, Rayan Fayez tells Davos panel  
  • NEOM will be built according to the needs of the future with a focus on sustainability, WEF audience hears 

DAVOS: The Saudi megaproject NEOM is an opportunity to redefine livability, business and people’s relationship with nature, its deputy CEO said on Thursday.

Speaking at the World Economic Forum at a session titled “Bold New Cities Take the Stage,” Rayan Fayez said that most cities were designed for the needs of past generations and were facing many problems, including sprawling populations.

But the idea behind NEOM was to build according to the needs of the future with a focus on sustainability, he said.

“When you have a region that you are starting from scratch with no legacy, we have the ability to experiment and design how it should be for the future, rather than being anchored to what it was designed for in the past,” he said.

“So everything we’re doing in NEOM today is only on 5 percent of the landmass. The idea behind it is really to build not only a big and impressive real estate development, but also a real economy behind it.”

Fayez said that 95 percent of NEOM would be a nature reserve and that the city would run entirely on renewable energy, from wind and solar resources and the world’s largest hydrogen plant.

He added that although NEOM was a Saudi project, it aimed attract the best global talent to live there.

Speaking about The Line, a smart city under construction in NEOM which is designed to have no cars, streets or carbon emissions, Fayez said it would be built with glass walls to give it a timeless appeal and help it integrate with nature.

“We like to think of The Line as a city within a park,” he said. “Because The Line is actually literally in the middle of nature. And everyone will have access to nature within five minutes.”


Where We Are Going Today: Ana Starter Sourdough Factory in Dammam

Updated 25 February 2026
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Where We Are Going Today: Ana Starter Sourdough Factory in Dammam

Since returning to live in the Kingdom after years abroad with the best bakeries at my fingertips, I have been on a mission to find suitable sourdough locally. I sampled many mediocre ones, but one would rise above the rest: Ana Starter Sourdough Factory.

I first met founder Aisha Al-Omair at the Juthoor Farmer’s Market and tried her bread then. I liked it immediately.

“Ana Starter Sourdough Factory started as a passion for creating and fermenting the healthiest bread and introducing it to the Saudi market,” she told me at the time.

It began as a personal mission then expanded — like the dough — to serve the community.

“For a long time, I’ve suffered feeding my kids proper bread. The breads that were available at the supermarkets or at local bakeries had instant yeast, that never really took time to ferment, and therefore, when you consume the average bread, you notice some stiffening, you notice indigestion, you notice bloating and heartburn.”

Indeed, I did not feel any bloating or heartburn after devouring a slice or a few so I recently went on a quest to find more.

I ventured to Dammam to find her factory shop. It is a tiny slither of a place — I almost missed it while driving past factories in the Industrial City.

The shop comes with a decadent whiff of delicious bread.

Upon entering, you will see fridges stocked with bread and goodies like jams and butters (from other brands) that complement the bread well.

The sourdough offerings include jalapeno cheddar, zataar, plain and about a dozen other flavors.

The hassawi sourdough, made with local dates from neighboring Al-Ahsa, quickly became my favorite. It has little bits of dates tucked inside like tiny treasures.

Each slice is separated with a sheet, making it easy to freeze and pull out what you need without slices sticking together.

Fluffy with a rustic crust, it is great for sandwiches, dipping in olive oil, or slathering with salted butter.

My freezer is now packed with loaves.

At around SR45 ($12) per loaf, the price is slightly steep for the local market, but the superior quality is worth the extra dough.

Each day, they post on Instagram Stories showing what is available for pickup — and the quantity of each item.

Ordering is easy: Send a DM to reserve a loaf, swing by the shop, or opt for delivery.

• For more details, check their Instagram @anaastarter.