Hospitality News
Largest-ever Gulfood 2024 Drives Transformation, with Global Food Futurists to Point where the Industry Goes Next
Dubai World Trade Centre (DWTC) has announced that Gulfood, the largest annual food and beverage sourcing event in the world, will take place from 19-23 February 2024, as the future of the food industry comes into focus. Gulfood continues to be the gold standard event for the global F&B community, with a record 5,500+ exhibitors and visitors from over 190 countries, and with a footprint spanning 24 halls.
International policymakers and F&B industry leaders have their sights firmly fixed on global food systems, and how they can be transformed to feed an ever-growing global population, while simultaneously building resilience and mitigating the impacts of climate change, to avoid future crises. Innovations in ag-tech (a market set to almost double in size between now and 2030), the increasing use of AI in food production, reducing food loss and waste (which currently accounts for over a third of global food production), public-private partnerships, and investment in alternative proteins such as cultured meat can all help reduce food deprivation and feed the world through to 2050 and beyond.
“Gulfood will be the first opportunity in 2024 for the global F&B industry to convene, and gain insight from some of the world’s leading food futurists into where the global food industry goes next. Gulfood will be the only platform to identify the business opportunities and forge the business partnerships brought about as the industry enters a new era, defined by paradigm-shifting technology such as AI”, commented Trixie LohMirmand, Executive Vice President, Dubai World Trade Centre.
“By accelerating innovation and speeding the spread of trends, technology has transformed the food market from end-to-end. The next decade will see this transformation continue. Technologies like AI will accelerate our understanding of human health, and influence consumer behaviour, and shifting demographic patterns will create new centres of cultural power. It’s a fascinating time to look to the future of food.” said Tom Cheesewright, Applied Futurist and Inspire Conference Speaker.
A Showcase for Real Food, A Platform for Real Business
Under the theme ‘Real Food, Real Business’, Gulfood 2024 will bring together global brands including: Agthia, Al Ain Dairy, Americana, Dilmah, Hype Beverages, Japan Farmed Fish Export Association, JBS, Lactalis, Meat & Poultry Ontario, Monin, Tilda, Wilmar – as well as thousands of new exhibitors – to showcase authentic food products, ingredients, and culinary practices, make real business connections and seal in excess of USD 12 billion in commercial deals. They will be joined by new country pavilions including: Armenia, Azerbaijan and Venezuela.
“Ghitha Holding, a subsidiary of International Holding Company PJSC (“IHC”), which owns 55 subsidiaries, 3 associates and 1 joint venture is thrilled to welcome the visitors and all business and government partners in the upcoming Gulfood 2024, as we see the region further boosting the economical trade between different verticals. As Gulfood is a place where F&B businesses innovate for a more brighter future, we are confident that Gulfood will be a fruitful place of collaboration and further business growth with focus on greater sustainability across the region”, commented Falal Ameen, CEO – Ghitha Holding.
Be Inspired by F&B Thought Leaders
The Gulfood Inspire Conference will dive into a range of trending topics, including the tech-powered future of digitalisation, trailblazing innovations, the shift from linear to circular food systems, capitalising on investment and funding opportunities, and reimagining a global food system centred on food safety, security and transparency.
Over 200 ministers, global F&B leaders, entrepreneurs, futurists, chefs, scientists and academia from all facets of the industry will lead a series of engaging keynotes, panel discussions, fireside chats, showcases and workshops, providing insights into the future of the F&B industry and unlocking new opportunities for growth and competitiveness.
Confirmed speakers across the 5 days include: Jacob Jensen, Minister for Food, Agriculture and Fisheries, Denmark. Gary Urteaga, Founder and President of Jenesiz Capital, and first investor in Nutrishake Andino (now Nutri.co), a foodtech startup specialising in R&D of nutritional snacks using Andean cereals and superfoods like quinoa and amaranth. CTO & Founding Director of Nourish Ingredients – Dr. Anna El Tahchy. Global Food Futurist & Food Scientist – Tony Hunter; Innovation Trends Futurist – Daniel Levine; Food Futurologist – Dr. Morgaine Gaye; Applied Futurist – Tom Cheesewright; Bill McDowell, VP of the Institute of Food Technologists; Dr. Miray Zaki, MD and Head of Sustainability Investments at Gulf Capital, Supply Chain Technology Expert – Erin Grover, Raymond Tham K W, Founder and MD of Mycrocell and many more.
Michelin Star Chefs make Dubai Debut in World’s Largest Live chef Showcase
Popular feature Top Table returns to Gulfood 2024, with a star-studded line-up of internationally renowned chefs showcasing traditional cooking methods, elevating authentic ingredients, and revealing the stories behind the world’s most beloved dishes.
Across the five days of Gulfood, over 100 chefs will present various cuisines across a series of masterclasses and chef talks. Top names participating in the programme include: Chef Alain Passard of L’Arpege, Chef Enrico Cerea of da Vittorio, Chef Joan Roca of El Celler de Can Roca, Chef Begona Rodrigo of La Salita, chef Mark Donald of The Glenturret and chef Pepe Solla of Sola restaurant. Home-grown talent includes: Chef Akira Back of Akira Back in Dubai, and Chef Vladimir Mukhin of White Rabbit Krasota in Dubai. This year’s theme highlights the union of heritage and traditional culinary practices with modern, trendsetting innovative techniques. For the first time ever, Top Table will host chefs with over 21 Michelin stars between them, in one exceptional live culinary showcase.
The Dubai World Cuisine movement, launched during the last edition of Gulfood, will also be back, with a series of city-wide dinner collaborations. Dubai World Cuisine provides a platform for homegrown chefs to collaborate harmoniously with culinary icons from around the world, shaping the cultural identity of Dubai and helping establish it on the world’s culinary map. Bringing exceptional talents from Europe, that will impart their legacy, heritage, and cultural richness through ancient and traditional cooking techniques, seamlessly merging them with modern and innovative approaches. Our aim is to bridge between the old and the new world, embracing sustainability in its culinary practices.
Watch the Culinary Stars of the Future
The YouthX Chef Challenge, a launchpad for empowering promising F&B talent with a career-changing experience, will also be back in an expanded, international format for its third edition at Gulfood 2024.
The international grand finale of the third edition of the YouthX Challenge will pit teams from leading restaurants and hotels in the UAE (SLS and Atlantis The Palm), Kingdom of Saudi Arabia (Four Seasons Riyadh), Kenya, and the USA against each other for a chance to win an internship at an international 3-Michelin star restaurant. Last year’s winners recently completed a successful internship with Chef Heinz Beck at La Pergola in Rome.
Gulfood has garnered interest from top brands in Dairy, Beverage (category sponsor – Al Jameel Intl.), Fats & Oils, Pulses & Grains (category sponsor – Supple Tek), Meat & Poultry (category sponsor – Sadia), Power Brands (category sponsor – Ghitha), Ready-To-Eat (category sponsor – Hungritos), Bakery (category sponsor – Prima International), and World Food, to innovate for a more sustainable, thoughtful, and brighter future for the entire global F&B ecosystem across the world.
*Tickets for Gulfood are currently on sale at a special offer rate of AED 345 for a 5-day pass (instead of regular full price of AED 595) for a limited period only.
Hospitality
SAN CARLO, THE ITALIAN RESTAURANT UAE TRAVELLERS ARE BOOKING THIS LONDON SUMMER

As Dubai residents pack their bags for a London summer, San Carlo is quickly becoming the go-to booking for UAE travellers craving authentic Italian food, with two London locations ready to welcome them.

Tucked just steps from Harrods on Hans Road, San Carlo in Knightsbridge has been a staple part of London’s Italian dining scene for over three decades, loved for its glamorous dining room, classic menu and warm, family-run hospitality. On the edge of Mayfair, Cicchetti brings its Venetian-inspired, all-day small-plates menu to Piccadilly, with a fresh new interior that’s perfect for sharing good food and good company. Whether travellers fancy a classic, glamorous dinner or a laid-back share-plate evening, both spots sit just minutes from Knightsbridge and Mayfair’s favourite hotels and boutiques.
For the many UAE visitors who make London home for the summer, both restaurants offer something special, a dining experience that feels instantly familiar, like catching up with an old friend. In addition, both restaurants also offer private dining for those travelling with family or friends, making them a lovely choice for group bookings this summer.

Founded by the Distefano family in Birmingham back in 1992, San Carlo Group has won over food lovers across the Gulf through sister restaurants Signor Sassi and Cicchetti, with locations in Dubai, Doha, Riyadh, Al Khobar and Jeddah. The same spirit, authentic Italian food, genuine hospitality and no pretence, runs through every restaurant in the group, whether it’s in London or the Gulf.
Hospitality
SERENITY – THE ART OF WELL BEING CELEBRATES ITS 10TH ANNIVERSARY

Serenity – The Art of Well Being is celebrating its 10th anniversary this year, marking a decade devoted to the art of caring, to continuous innovation and to building a new vision of well-being. Over the past ten years, the brand has established itself as one of Portugal’s most prestigious names in the world of luxury well-being, distinguished by an approach that elevates well-being to its fullest, most transformative expression.
Founded in the Algarve in 2016, Serenity embarked on a journey defined by sustained growth and a relentless pursuit of excellence, expanding its presence both nationally and internationally to destinations such as Lisbon, Cascais and Dubai. In 2024, the brand marked a significant milestone in its international expansion with the opening of Serenity at Fairmont The Palm, Dubai, bringing its distinctive approach to well-being to one of the city’s most iconic destinations. In 2026, Serenity is preparing to open three new spaces – two in Portugal and one in Dubai – reinforcing its mission to make deeply meaningful well-being experiences increasingly accessible across different geographies.

More than a spa, Serenity represents an integrated 360° well-being ecosystem, designed to meet the physical, mental and emotional needs of the contemporary individual. Its offering brings together complementary concepts such as ACTIVE by Serenity, dedicated to movement, performance and recovery, and the healthy restaurant ZEST, where mindful nutrition plays a central role in promoting health and vitality.
In a decade marked by profound shifts in the way we understand self-care, Serenity has stood out for its ability to anticipate and set trends, introducing new concepts and innovative approaches to the national market. From longevity to physical recovery, from health optimisation to nervous system regulation, the brand has continually integrated experiences and therapies that address the challenges of modern life, fostering a deeper balance between body and mind. Intravenous therapies, ice baths and specialised recovery programmes are just some examples of a vision that sees well-being not as an isolated moment, but as a continuous and conscious practice woven into clients’ lifestyles.


Today, more than ever, true luxury lies in the ability to slow down, recover, reconnect and invest in one’s own health. It is within this space of balance, presence and longevity that Serenity continues to assert its identity, creating experiences designed to restore energy, promote mental clarity and cultivate a lasting state of well-being.
“We celebrate these ten years with deep gratitude and a sense of purpose, proud of a journey shaped by our ability to anticipate the future of well-being. This path has been built by the team members, partners and clients who believed in our vision from day one and who, every day, entrust us with their well-being. Throughout this decade, we have sought to contribute to a new way of living well – more integrated, more conscious and profoundly human. More than following trends, our commitment has always been to create transformative experiences that bring physical and mental health together and enable people to care for themselves in a genuine and sustainable way. It was with the conviction that well-being has the power to change the way we live that we built Serenity – The Art of Well Being. After a decade of continuous innovation, that purpose is more alive than ever. We look to the years ahead with a strong ambition to grow, determined to keep redefining the standards of excellence and to lead the future of this industry,” says Maria d’Orey, Founder & Global Director of Serenity.

Internationally recognised through numerous awards and a reference in the well-being and hospitality sectors, Serenity has been honoured over the past decade, among others, at the World Luxury Spa Awards, with distinctions including World’s Best Luxury Wellness Centre and World’s Best Spa Development Group.
10 Years | 10 Days | 10 Offers Campaign
As it celebrates its 10th anniversary, Serenity is turning the tables and sharing the gifts with those who matter most: its clients. Because the best way to celebrate is to share the journey with those who have always been there, the brand has created an exclusive July campaign: 10 days filled with 10 well-being experiences. The anniversary line-up includes unmissable offers such as complimentary access to the pool and beach, 50% off on the Matcha menu at Mashrabiya lounge, personalised physical assessments and a complimentary experience in the Aurum Suite when booking a couple’s treatment, among many others. Prior reservations are required through the spa WhatsApp number.
This initiative marks the start of a special anniversary program that reflects the brand’s ongoing commitment to the evolution of well-being and to creating experiences that are ever more emotional, conscious and personalised.
Hospitality
FIRE AND FLAVOUR: RODEO DRIVE IBN BATTUTA GATE TEASES THE LAUNCH OF ITS NEW FOOD MENU

Rodeo Drive, Ibn Battuta Gate is set to launch its revamped food menu that reenvisions that homely, authentic All American grill house feeling. Brought to life by a chef whose cooking draws on decades spent across Mexico, Texas and Dubai.
Built around the restaurant’s centrepiece Asado Grill, especially imported from the U.S.A., to cook over open flame, flawlessly seasoned meats and seafood. A new introduction to Rodeo Drive’s kitchen is its succulent, slow-cooked smoked meats prepared painstakingly inhouse by our chefs.

The new menu offerings trades predictability for something more authentic, a menu that reads like a road trip along America’s Deep South to its border with Mexico. Alongside familiar favourites such as it’s Cowboy Tomahawk Steak, 1.3kg’s of mouth-watering Black Angus meat perfectly catered to be shared amongst friends, Rodeo Drive’s new menu journey starts with smoke and flames.
The Rodeo Drive Mix Grill Plater is a generous assortment of tender meats such as 1kg of tender 15 hour slow-cooked brisket, 7 day cured Pastrami meats, delectable sausage and juicy Blackened Half Chicken served with home-made BBQ sauce and two sides of your choice. The new menu’s range stretches beyond red meat too, with a Whole Blackened Seabream and Cajun Tiger Prawns bringing a coastal, herbaceous counterpart seasoned lightly enough to let the fire do most of the talking.
That same instinct carries through the smaller plates. The Nashville Hot Chicken Burger offers butter-milked fried chicken, dressed with Nashville hot glaze sauce, tangy coleslaw, melted cheddar cheese and served in brioche buns. A sure-fire favourite being introduced is the Roasted Heirloom Tomatoes and Burrata Skillet, a dish with a sensory assortment of textures and flavours with blistered roasted tomatoes, fermented spicy honey, rich and creamy burrata cheese drizzled with chilly basil oil and served with toasted grilled sourdough bread.
Nothing on the menu reads as an imitation of a genre. It feels closer to raw material, reworked.

Behind that instinct is Head Chef Walter Melo, a Mexico City native whose 23 years cooking across Mexico, Texas and Dubai inform what he calls Cocina de Autor, a personal style built on curiosity and restraint in equal measure. Formal training at Mexico’s Colegio Superior de Gastronomía sharpened that instinct early, and years spent across demanding kitchens since have only deepened it. “I cook the way I grew up eating, honest and full of flavour,” said Chef Melo. “This menu is simply that instinct on a plate, nothing dressed up, nothing hiding behind the fire.”

That philosophy shapes the whole dining room, not just what lands on the plate. Rodeo Drive’s live fire cooking takes centre stage in its theatre. Deliberately visible, the Asado Grill is positioned as the heart of the space, so the drama of the flames becomes part of the experience itself. It is a menu built on decades of cooking across cultures, brought together on one plate rather than kept apart.
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