Authenticity is emerging as a stronger purchasing consideration than price among wellness-focused consumers, as brands face growing pressure to prove their claims and deliver meaningful experiences, according to new research by Strategy& Middle East.
Jazeera Airways, in collaboration with the Embassy of Poland in Kuwait and the Małopolska Tourism Organisation, has celebrated the launch of its first-ever winter flights from Kuwait to Krakow, Poland, aimed at boosting tourism and strengthening ties between the two countries.
Saudi Arabia has approved the first batch of 19 hospitality projects expected to attract SAR6.7 billion ($1.8 billion) in investment and create more than 17,000 jobs across five high-potential tourism destinations, as the Kingdom seeks to expand its tourism infrastructure ahead of major international events.
Emirates will introduce 14 additional flights between Dubai and Durban across December 2026 and January 2027, increasing travel capacity during the busy festive season and strengthening connectivity between South Africa and its global network.
Oman’s low-cost carrier SalamAir has signed a distribution agreement with travel technology provider Amadeus to expand its international reach and strengthen access to global markets.
Qatar Airways and QNB Group have entered into a strategic global payments partnership aimed at enhancing digital transactions, improving customer experience and supporting cross-border commerce across the airline’s international sales network.
Emirates has opened a new travel store in Manama, Bahrain, strengthening its presence in the Kingdom and expanding its customer service offerings after 26 years of operations in the market.
Sheraton Amman Al Nabil Hotel has been named Jordan’s Best MICE Hotel 2026 at the World MICE Awards, recognising its contribution to the country’s meetings, incentives, conferences and exhibitions sector.
Cheval Collection, the UK-based luxury hotel apartments and branded residences company, has unveiled a refreshed brand identity and redesigned digital platform, marking its most significant brand evolution in more than 16 years as it expands across the Middle East and international markets.
U by Emaar, Emaar’s lifestyle loyalty programme, has announced a 10-year co-branded partnership with Visa to introduce a premium lifestyle rewards proposition across the UAE, Saudi Arabia and Bahrain.
