AlUla gets its very first global campaign, ‘Forever Revitalising’

Elephant Rock, AlUla. (Supplied)
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Updated 01 March 2024

AlUla gets its very first global campaign, ‘Forever Revitalising’

DUBAI: Saudi Arabia’s ancient city of AlUla is launching its first-ever global marketing campaign.

Revealed on Feb. 29 with launch events in six major international cities — Dubai, London, New York, Paris, Shanghai and Mumbai — “Forever Revitalizing” is being described as a “data-driven endeavor” that aims to redefine tourism in the region.

Melanie D’Souza, executive director of destination marketing at The Royal Commission for AlUla, described the new brand campaign as a “transformative moment” for AlUla as it looks beyond the historic site’s travel potential to spotlight the programs and initiatives designed to “create a better future for all those who live, work and visit our ancient oasis.

“This initiative redefines AlUla as more than just a travel destination by emphasizing its profound heritage, breathtaking landscapes and rich cultural tapestry, presenting a holistic view that transcends the conventional,” she told Arab News in an email interview.

As AlUla’s first-ever global marketing campaign, “Forever Revitalizing” has been launched with the goal of transforming the city into a world-renowned heritage and cultural destination.

“At its core, ‘Forever Revitalising’ aims to drive visitor numbers and spur economic prosperity by showcasing AlUla’s comprehensive revitalization efforts. From ecological restoration projects within nature reserves to the rejuvenation of age-old crafts and traditions, and the advancement of local skills and cultural enrichment, the campaign positions AlUla as a pioneering figure in the creation of an experience-driven economy,” said D’Souza.

AlUla Old Town. (Supplied)

The new campaign coincides with a significant increase in visitor numbers to AlUla, rising from 185,000 in 2022 to 263,000 last year, she added.

Additionally, the share of international visitors increased from 25 percent to 35 percent, reflecting the destination’s growing global appeal.

“This aligns with AlUla’s strategic vision for ‘light touch tourism,’ aiming to attract 1.1 million visitors by 2030, while steadfastly maintaining its commitment to sustainability and preserving the destination’s integrity,” she said.

Hegra AlUla. (Supplied)

The campaign is specifically targeting four kinds of travelers: The luxe seeker, wanderlust nomad, intrepid voyager, and affluent and active retirees. This highlights AlUla’s amibition to remain a luxury destination.

“Modern tourists, increasingly disillusioned with overcrowded and inauthentic destinations, seek authentic, meaningful connections. They prefer destinations that offer a genuine sense of place, sustainability and social responsibility — qualities that AlUla has been promoting since opening its doors to the world three years ago,” said D’Souza.

The recently opened Dar Tantora The House Hotel in AlUla Old Town is a promising new addition to the area, D’Souza said.

The hotel was designed by Egyptian architect Shahira Fahmy.

Fahmy, who was selected by The Royal Commission for AlUla, and her team restored 30 buildings in the historical village. They turned multiple old two-story mud-brick buildings into the boutique hotel.  

The architect previously told Arab News that the early inhabitants in the city used the ground floor as a workplace and to meet with family and friends, while the first floor was for bedrooms and bathrooms.  

People who lived in the city 800 years ago whitewashed the interior walls and adorned them with red and blue murals, Fahmy said. Her team managed to preserve the existing designs in collaboration with the archaeological team. 

Banyan Tree Resort AlUla Canyon Pool. (Supplied)

“This boutique hotel revitalizes the ancient mud-brick structures of Old Town, which was continuously inhabited since the 12th century until the 1980s. It stands out for its commitment to cultural preservation, employing local artisans for restoration efforts and showcasing the area’s rich heritage through traditional decor, furniture and artistic treatments, complemented by storytelling elements that bring the intangible heritage of the area to life,” she added.

Looking ahead, three new luxury hotels are all set to open in AlUla.

“The Sharaan Resort by Jean Nouvel, inspired by ancient Nabataean architecture, promises to blend seamlessly with the Sharaan Nature Reserve’s landscape, embodying innovative design while respecting the environment,” said D’Souza.

“The Chedi Hegra is another milestone, positioned within Saudi Arabia’s first UNESCO World Heritage Site, Hegra. Opening in mid-2024, it will offer guests unparalleled access to the historic site, featuring guest rooms with views of Hegra’s monumental landscape, an International Summit Center, hospitality pavilions and private villas,” she added.

In 2027, AlUla will welcome the AZULIK AlUla Resort. “This project, a collaboration between AZULIK and Roth Architecture, will be located in the Nabatean Horizon District, integrating design elements that highlight ancient rock art, utilize natural waterways for irrigation and promote eco-friendly transport to minimize environmental impact,” said D’Souza.

Hoor Al-Qasimi appointed artistic director of the Biennale of Sydney

Updated 18 May 2024

Hoor Al-Qasimi appointed artistic director of the Biennale of Sydney

DUBAI: The Biennale of Sydney announced this week that Emirati creative Hoor Al-Qasimi will become its artistic director for 2026.

The 25th edition of the biennale will run from March 7 to June 8.

Since its inception in 1973, the biennale has grown to become one of the longest-running exhibitions of its kind and was the first biennale established in the Asia-Pacific region.


A post shared by IBA (@biennialassociation)

Al-Qasimi created the Sharjah Art Foundation in 2009 and is currently its president and director. Throughout her career, she acquired extensive experience in curating international biennials, including the second Lahore Biennale in 2020 and the UAE Pavilion at the 56th Venice Biennale in 2015.

In 2003, she co-curated the sixth edition of Sharjah Biennial and has remained the director of the event since.

Al-Qasimi has been president of the International Biennial Association since 2017 and is also president of the Africa Institute. She has previously served as a board member for MoMA PS1 in New York and the UCCA Center for Contemporary Art in Beijing, among other roles.

She is also the artistic director of the sixth Aichi Triennale, scheduled to take place in Japan in 2025.

Muhammad second most popular name for baby boys in England, Wales

Updated 17 May 2024

Muhammad second most popular name for baby boys in England, Wales

  • Name ‘has soared in popularity in recent times’: Daily Mail
  • Layla, Maryam, Yusuf, Fatima, Musa, Ibrahim among popular Arabic names

LONDON: Muhammad was the second most popular name for baby boys in England and Wales in 2022, according to the Office of National Statistics.
The Daily Mail reported on Friday that the Arabic name “has soared in popularity in recent times,” having ranked 20th in 2012.
Variations of the name’s spelling, Mohammed and Mohammad, were also among the top 100 most popular baby boys’ names in 2022, ranked 27th and 67th respectively.
Other popular Arabic names for baby boys were Yusuf (93rd), Musa (99th) and Ibrahim (100th).
In the girls’ list, Layla ranked 56th, Maryam 75th and Fatima 99th.

India’s butter chicken battle heats up with new court evidence

Updated 17 May 2024

India’s butter chicken battle heats up with new court evidence

  • Two Indian restaurant chains have been sparring since Jan. at Delhi High Court, both claiming credit for inventing the dish
  • The lawsuit that has grabbed the attention of social media users, food critics, editorials and TV channels across the globe

NEW DELHI: With new photographic and video evidence, an Indian court battle over the origins of the world famous butter chicken is set to get spicier.
Two Indian restaurant chains have been sparring since January at the Delhi High Court, both claiming credit for inventing the dish in a lawsuit that has grabbed the attention of social media users, food critics, editorials and TV channels across the globe.
The popular Moti Mahal restaurant chain said it had the sole right to be recognized as the inventor of the curry and demanded its rival, the Daryaganj chain, to stop claiming credit and pay $240,000 in damages. Moti Mahal said founder Kundan Lal Gujral created the cream-loaded dish in the 1930s at an eatery in Peshawar, now in Pakistan, before relocating to Delhi.
That “story of invention of butter chicken does not ring true” and is aimed at misleading the court, Daryaganj said in a new, 642-page counter-filing reviewed by Reuters.
Daryaganj says a late member of its founding family, Kundan Lal Jaggi, created the disputed dish when he helmed the kitchen at the relocated Delhi eatery, where Gujral, his friend-cum-partner from Peshawar only handled marketing.
Both men are dead, Gujral in 1997 and Jaggi in 2018.
Evidence in the non-public filing includes a black-and-white photograph from 1930s showing the two friends in Peshawar; a 1949 partnership agreement; Jaggi’s business card after relocating to Delhi and his 2017 video talking about the dish’s origin.
By virtue of the friends’ partnership, “both parties can claim that their respective ancestors created the dishes,” Daryaganj says in the filing, calling the dispute a “business rivalry.”
Moti Mahal declined to comment. The judge will next hear the case on May 29.
A key point of contention, which the court will have to rule on, is where, when and by whom the dish was first made — by Gujral in Peshawar, Jaggi in New Delhi, or if both should be credited.
Butter chicken is ranked 43rd in a list of world’s “best dishes” by TasteAtlas, and bragging rights about who invented it can matter, brand experts said.
“Being an inventor has a huge advantage globally and in terms of consumer appeal. You are also entitled to charge more,” said Dilip Cherian, an image guru and co-founder of Indian PR firm Perfect Relations.
Moti Mahal operates a franchisee model with over 100 outlets globally. Its butter chicken dishes start at $8 in New Delhi, and are priced at $23 in New York.
Late US President Richard Nixon and India’s first Prime Minister Jawaharlal Nehru are among the famous clients to have visited its primary outlet in Delhi.
Daryaganj started in 2019 and its butter chicken costs $7.50. It has 10 outlets, mostly in New Delhi, with plans to expand to other Indian cities and Bangkok.
In its 2,752-page Indian lawsuit, Moti Mahal had also accused Daryaganj of copying “the look and feel” of the interiors of its outlets.
Daryaganj has retorted with photographs of restaurant interiors which the judge will review, claiming it is Moti Mahal that has copied its “design of floor tiles.”

Tima Abid’s ‘sea-spired’ collection opens first Red Sea Fashion Week

Updated 17 May 2024

Tima Abid’s ‘sea-spired’ collection opens first Red Sea Fashion Week

  • Beadwork, satin used to mimic waves, gleaming glints on water
  • Designer lauds support of Culture Ministry, Fashion Commission

RIYADH: Saudi Arabia designer Tima Abid opened the first Red Sea Fashion Week on Thursday with bridal wear inspired, or perhaps sea-spired, by the effervescent colors and tides of the ocean.

Backdropped by the glistening and clear turquoise waters of the St. Regis Red Sea Resort on the developing Ummahat Al-Sheikh island, Abid showcased luxurious, elegant and intricately-designed evening wear.

Abid incorporated sheer chiffon, micro ruffles, and malleable fabrics to mimic an underwater experience. (Arab News)

The Jeddah-born haute couture designer told Arab News: “When I was told that I would inaugurate Red Sea (Fashion) Week at the St. Regis and by the sea, it was a beautiful idea but very challenging. I was inspired for this collection by the Red Sea and its shades of sand. I used pearls, fishnets, and elements derived from the sea like the waves. I really aimed for couture to align with the mood that we’re in.”

Abid incorporated sheer chiffon, micro ruffles, and malleable fabrics to mimic an underwater experience.

(Arab News)

Embroidered white gowns incorporating delicate beadwork and sequins on sumptuous fabrics such as elevated fishnet and satin were subtly nods to the softness of waves and prominence of fishing culture on the coast.

But the intricate and sharp designs also suggested the strength and sureness of crashing waves. As air does for sea, the silky silhouettes drifted in the wind, creating an ocean swell-like appearance. Speckled in jewels, the pieces resembled the gleaming glints on water.

Bejeweled gloves, capes, veils, and draping fringed neck pieces married traditional and contemporary bridal wear. (Arab News)

Cream and beige looks also made it out to the dock-turned-runway, featuring chic feathered accents and unconventional fabrics that mimicked the Kingdom’s coral reefs. Bejeweled gloves, capes, veils, and draping fringed neck pieces married traditional and contemporary bridal wear while also taking inspiration from the ocean’s sea creatures.

Cream and beige looks also made it out to the dock-turned-runway. (Arab News)

Several well-known guests, which included TV presenter Lojain Omran and actress Mila Al-Zahrani, were all front row for the latest collection from Abid — whose meticulous attention to detail has birthed creations that incorporate deep sentiment and luxurious elegance for nearly two decades.

“I can’t thank the Ministry of Culture and the Fashion Commission enough for this opportunity and this trust. This inauguration is truly historic for me,” Abid said.

Saudi pop star Mishaal Tamer feels ‘honored and grateful’ ahead of sold-out London gig

Updated 17 May 2024

Saudi pop star Mishaal Tamer feels ‘honored and grateful’ ahead of sold-out London gig

  • Singer tells Arab News his fans in the city have a special place in his heart but he owes his success to people all over the world who have embraced his music
  • He says his debut album, “Home is Changing,” out in October, is a tribute to the changes and reforms that have swept through the Kingdom in recent years

LONDON: Saudi singer Mishaal Tamer said he feels honored to be performing his first headline show outside Saudi Arabia in London and is grateful to his fans there for their support.

Speaking to Arab News ahead of his sold-out gig on Friday at Camden Assembly, a live music venue and nightclub in Chalk Farm, Tamer said his fans in London will always have a special place in his heart.

“The people attending the show in London have been with me from before the starting line and I really appreciate that,” he said of the 220 people who will attend the event. “I will love those people forever and they will be in my heart forever.”

Tamer also thanked his fans in Saudi Arabia and elsewhere in the world, saying he owes his success as an independent artist to them.

“The kids that are back home and the ones abroad that have found me have been supporting me,” he said. “This would be impossible without them. I am grateful to the fans for listening to the music and sharing it.

He told how he was approached by two fans in a restaurant after arriving in the UK, which helped him realize how his profile was growing.

“One of them was Saudi, the other wasn’t,” Tamer said. “When I looked at that, it made me realize that not only was this bigger than I expected for me, as an artist, but that what we’re doing is bigger than me.”

His debut album, “Home is Changing,” is due for release in October and he said it is a tribute to the changes and reforms that swept through the Kingdom in recent years.

“There are so many opportunities that keep popping up, so many cool new things,” he added. “People have the freedom and creativity to make the world around them and the environment around them, to shape it into what they see in their heads.

“It feels almost like every other country is decaying whereas the Kingdom is growing and that feeling makes me proud.”

The evolution of Saudi Arabia “sets an example of always being hopeful for the future and having a positive attitude,” Tamer said. “And I think the optimism that we have right now in the Kingdom is a beautiful thing.”