Modern hospitality is moving beyond luxury to embrace culture, authenticity and a true sense of place. Travellers now seek experiences rooted in local identity, from architecture inspired by regional craft to culinary immersion such as olive harvests or sake brewing. Staff act as cultural ambassadors, while partnerships with artisans preserve heritage and support local communities. As wellness and travel intersect with tradition and craft, hospitality is shifting towards meaningful connection and belonging.
Marjan and RAK Hospitality Holding have announced a landmark merger to create one of the UAE’s largest integrated real estate and hospitality developers. The combined entity will operate under the Marjan brand, leading key projects including Al Marjan Island, RAK Central, Marjan Beach, and a new Jebel Jais masterplan, driving Ras Al Khaimah’s Vision 2030 for sustainable tourism and investment.
Sommet Education and the Hospitality Community Foundation have signed a strategic partnership at Les Roches Crans-Montana to advance training, research, and international deployment of data-driven hospitality solutions.
The UAE has recorded a sharp increase in commercial licences within its tourism, hospitality, and aviation sectors, reaching 39,546 by mid-September 2025. Officials say the rise reflects regulatory reforms and new initiatives designed to attract investment and strengthen the country’s position as a leading global tourism hub.
Georgia has unveiled its “Feel the Rhythm” campaign, aiming to attract GCC travellers with luxury, affordability and seamless access. Offering 30–40% more value than many European destinations, the country highlights year-round experiences, from mountain escapes to vibrant coastlines and rich cultural traditions.
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