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People who love to eat are always the best people

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Cucina Del Sul

Exclusive Interview with: Ola El Jaroudi and Tarek Sultani, Founders, Cucina Del Sul

Cucina Del Sul has evolved from a backyard dining experience to a celebrated culinary movement. What inspired you to start this journey?

During COVID, the inner foodie in all of us emerged. I took online Korean cooking classes, while Tarek became obsessed with YouTube tutorials on smoking and grilling large cuts of meat. He created such a mess in our kitchen, and the entire house smelled like BBQ, so I kicked him out to grill in the garden. That’s when we decided to build Cucina Del Sul (Kitchen of Sultani), our outdoor kitchen where we could cook and host friends and family.

What began as a gathering spot for friends and family soon evolved into a vibrant culinary hub, attracting foodies, chefs, and passionate cooks eager to showcase their talents. We began hosting invite-only dining experiences to celebrate Dubai’s homegrown culinary scene, featuring everything from burgers to paellas, braais to BBQs. Each session highlighted a different cuisine.

This marked the birth of the Cucina community—bringing people together over good food. From our villa’s backyard, strangers entered and left as friends. Cucina has since become an incubator and accelerator for culinary talent, helping over a dozen homegrown startups fast-track their journey to market.

Your events combine exceptional food, community, and the magic of the outdoors. How do you strike the perfect balance between these elements?

The balance comes naturally because it reflects the types of events we love to attend, whether at home or abroad.

Creating a complete experience—the food, the setting, the flow, and the vibe—is essential. My decade of experience running an events company ensures every detail is thoughtfully considered to elevate our culinary experiences. But the setting is critical, the UAE is home to incredible landscapes that lend themselves to unique dining experiences, so finding those spots and converting them to backdrops for our events is special and unexpected.

We’re selective about our locations, often turning down venues that lack the personality or charm needed to align with our vision for food events.

Events like Camp Cucina and Meats & Mountains have become iconic. How do you consistently keep these events fresh and engaging?

It boils down to three key points:

Discovery: Foodies are always seeking new culinary experiences. We constantly rotate chefs and discover hidden culinary talents in the community. Even repeat stations are encouraged to offer something new.

Chef-led Experiences: Our events prioritize interaction between chefs and guests, fostering connections and storytelling through culinary art. We only collaborate with chef/owner-operated vendors to maintain authenticity.

Personal Touches: Whether it’s long table decorations, homegrown musical entertainment, or nostalgic treats from our childhood (like churros and sahlab), we infuse every event with a sense of warmth and individuality.

Ultimately, the key to keeping things fresh is staying authentic and trusting the chefs to showcase their creativity with minimal interference.

With milestones like the World’s Best Burger win, how do you see these achievements influencing the culinary reputation of the UAE and the broader MENA region?

The UAE is a vibrant melting pot of cultures, best exemplified by its diverse cuisines and the innovative fusion emerging from its dynamic food scene. The World Food Championships provide us with a platform to showcase the region’s top culinary talent on the global stage. This year, five culinary teams from the region competed in categories ranging from burgers to noodles, vegetarian dishes, sandwiches, and desserts.

Our first major success came in 2022 when Sultan Chatila’s Bull Burger secured third place in the World Burger Championships. The WFC ‘Battle of the Burgers’ event laid the groundwork for local recognition, while our World Food Championship platform brought global acclaim. The Cucina pop-ups and markets generated significant buzz, ultimately leading to the establishment of Eleven Green—now one of the most popular burger joints in the city.

Many other F&B brands have similarly leveraged the Cucina platform and network to transition from niche, home-based dining experiences to thriving commercial ventures.

This year, Hassan Naja’s One More Burger raised the bar even higher, clinching first place in the World Burger Championships—outperforming over 700 competitors from around the world. His journey is just beginning, and we’re organizing exclusive pop-ups to offer food enthusiasts a taste of his exceptional burger while building excitement for his next steps. These winners are already redefining the region’s culinary identity on a global scale.

At Cucina, this is what we stand for: helping culinary talent turn their dreams into global realities. The Middle East has long demonstrated its ability to compete internationally, and our participation in global events like the World Food Championships underscores this on a culinary level. The region’s food scene is truly world-class, and achievements like these only reinforce its prominence.

These milestones embody the spirit of the region, reflecting the passion, creativity, and talent that make this community so extraordinary. We are deeply honored to contribute to shaping and supporting this remarkable journey.

Your platform celebrates both food and the connections it creates. How important is fostering a sense of community to Cucina Del Sul’s identity and success?

Community is at the core of everything we do—without it, Cucina Del Sul simply wouldn’t exist. There’s something truly special about bringing people together over a shared love and passion for food.

From the very beginning, authenticity has been the foundation of our platform. We’ve always focused on sharing our love for food, offering honest recommendations, and introducing people to our favorite hidden gems. We don’t believe in gatekeeping; we only recommend places and experiences we genuinely love and stand behind.

This philosophy is integral to our events and pop-ups. We wouldn’t organize anything unless we could confidently say, “We’d 100% attend this if someone else were hosting it.” That same passion and trust resonate deeply with our community and make everything we do feel authentic.

We also cherish taking these connections offline, where they become even more meaningful. Over the years, we’ve welcomed countless familiar faces returning to our events while embracing many new ones.

These connections—both old and new—are what propel us forward. Our community is truly the heart of Cucina Del Sul.

As we continue to grow, engaging with and nurturing this incredible community will always remain our top priority.

As you continue to grow and redefine the food scene in the UAE, what’s next for Cucina Del Sul?

Community lies at the heart of everything we do—without it, Cucina Del Sul wouldn’t exist. There’s something truly special about bringing people together through a shared love and passion for food.

From the very beginning, authenticity has been the cornerstone of our platform. We’ve always prioritized sharing our love for food, offering genuine recommendations, and introducing people to our favorite hidden gems. We don’t believe in gatekeeping; every place or experience we recommend is one we genuinely love and wholeheartedly support.

This philosophy extends seamlessly to our events and pop-ups. We wouldn’t host anything unless we could confidently say, “We’d absolutely attend this if someone else were hosting it.” That passion and trust are what deeply resonate with our community and make everything we do feel authentic and meaningful.

We also treasure taking these connections offline, where they become even more impactful. Over the years, we’ve had the pleasure of welcoming familiar faces back to our events while also embracing countless new ones.

These connections—both enduring and fresh—are what drive us forward. Our community is and will always be the soul of Cucina Del Sul.

As we continue to grow, fostering and nurturing this incredible community will remain our top priority.

In your opinion, what’s the single most impactful step the hospitality industry can take toward sustainability?

Tarek: Reducing food waste is key. Repurpose old bread, create smaller portion options, redistribute leftovers, and educate both customers and the industry about composting.

Ola: Farming and growing your own produce can also make a huge difference. Using compost from eggshells and leftover food to nourish your garden is a step toward creating a circular system of sustainability.

Hospitality

MENA Hospitality Market Value Set to Top US$487 Billion by 2032 Amid Unprecedented Tourism Expansion

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The value of MENA’s hospitality market is set to grow from US$310 billion in 2025 to more than US$487 billion by 2032, according to data released ahead of the Future Hospitality Summit – FHS World, Madinat Jumeirah Dubai, 27-29 October.

The travel and tourism sector is projected to contribute US$367 billion to the Middle East economy and support 7.7 million jobs this year, says the World Travel and Tourism Council. International visitor spending is expected to reach nearly US$194 billion, up nearly a quarter from 2019, pre-pandemic levels, with domestic spending forecast to hit US$113 billion.

As of Q2 2025, the Middle East’s hotel construction pipeline reached an all-time high of 650 projects with 161,574 rooms. At the end of June, 337 projects, with almost 86,500 rooms, were under construction, with 147 projects due to start by Q2 2026.  

Saudi Arabia tops the Middle Eastern hotel construction chart, with more than 92,000 rooms across 342 projects. Next is Egypt with 127 projects and a record-high room count of over 28,000, followed by the UAE with 100 projects (25,470 rooms); Oman with 27 projects (4,709 keys) and Qatar with 16 projects (nearly 3,500 rooms).

The unprecedented hospitality, tourism and infrastructure expansion reinforces the region’s position as a global magnet for investment, say experts.

Amr El Nady, Head of Hotels & Hospitality MEA and Managing Director, Global Hotel Desk at Jones Lang Lasalle, said:Saudi Arabia is targeting 150 million tourist arrivals annually by 2030, while Egypt aims for 30 million international visitors by 2028. Both nations are seeking to significantly increase tourism’s contribution to their GDP, with KSA targeting 10% and Egypt 15%. This strategic focus is driving substantial hospitality investment, with mega-projects like NEOM, The Red Sea Project, and AlUla in KSA, alongside Egypt’s New Administrative Capital, Ras Al Hekma, South Med and Red Sea developments.

“The surge in development creates opportunities for both major international hotel operators and boutique brands to diversify their portfolios by introducing new concepts ranging from ultra-luxury desert resorts to culturally immersive heritage properties. The diversification strategy allows operators to cater to evolving traveller preferences while supporting the countries’ objectives of transforming their economies through sustainable tourism growth and positioning themselves as premier global destinations.”

JLL added that liquidity in the hotel investment landscape remains remarkably robust, underpinned by resilient hotel trading performance and increasing tourist arrivals. Performance data shows year on year growth in terms occupancy and ADR metrics, reflecting the sector’s operational strength and market confidence.

Amr El Nady added: “This strong performance has significantly enhanced appetite from regional and international investors – from high-net-worth individuals to institutional players – all seeking high-yielding, income-generating hotel assets and mixed-use developments, particularly across the UAE market. The region’s investment appeal continues to attract diverse capital sources drawn to its strategic positioning and growth potential.

“Last year, JLL forecasted US$1.2 billion in Dubai hotel transactions, and current market activity indicates we are on track to exceed this milestone, further demonstrating sustained investor confidence.”

In the UAE, Dubai’s hospitality sector – which has around 10,000 new rooms on the way between now and 2027 – continues to deliver an outstanding performance, according to the hospitality division at leading real estate advisory group and property consultant, Cavendish Maxwell.

“Occupancy levels rose to 81% in H1 2025, an increase of 2.5% year-on-year,” said Vidhi Shah, Director, Head of Commercial Valuation at Cavendish Maxwell. “Meanwhile ADR across Dubai’s hotels and resorts reached US$159, up 4.7%. With its hospitality sector continuing to lead the way in setting new benchmarks in safety, inclusivity and connectivity, Dubai remains a premium, global destination for leisure and business travellers, in turn opening up a plethora of new investment opportunities.”

Oman is also increasingly becoming a hot spot for hospitality investment, with tourism expected to contribute 5% to GDP by 2030 and 10% by 2040 – and overtake transport and logistics to become the country’s second most important industry after hydrocarbons.

Oman is set to boost hotel room inventory by 25% by 2030, with 9,600 new keys on the way in the next five years, and 2,600 by the end of 2025, recent insight from Cavendish Maxwell shows. In H1 this year, more than 1.1 million guests checked in to 3-5 hotels, where revenues rose more than 18% to US$367 million. The strong performance led to almost 5% growth in hospitality employment, with 10,800 people now working in the industry.  

The Middle East’s continued growth in tourism and hospitality is being further boosted by various government campaigns and initiatives across the region to encourage investment, international visits and business set up.

In KSA, upcoming global events like Expo 2030 and the FIFA World Cup 2034 are boosting already strong demand for real estate, including project in the hospitality sector.  In addition, from January 2026, foreigners will be able to purchase real estate assets in designated zones – a landmark development set to further deepen investor appetite.

Investment and real estate is a key track at FHS World, with more than 30 presentations, panel debates, workshops and one-to-one conversations covering everything from smart capital to sustainability and investment, cross border strategies to building global partnerships, investing in mixed-use projects and much more.  Visit futurehospitality.com/world/agenda for subjects and speakers across the three-day programme.

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Hospitality

Viva Italia! Future Hospitality Summit World showcases Italy’s new golden age of tourism with exclusive Country Pavilion

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Future Hospitality Summit

The Future Hospitality Summit – FHS World is unveiling a wealth of investment opportunities in Italy’s hospitality sector, with an exclusive pavilion showcasing the country’s new golden age of tourism.

The Italy Pavilion, on show at FHS World, Madinat Jumeirah Dubai, 27-29 October, will highlight the growth, evolution and future goals of the country’s hospitality and tourism sector, which is gearing up for a surge in lifestyle and boutique developments, heritage renovations, wellness retreats and sustainability-focussed offerings over the next 3-5 years.

Investor confidence in Italy has been boosted by a robust rebound of international tourism, with record arrivals over the last two years. Overnight stays reached 458.4 million in 2024, with overseas visitors accounting for more than half of them, making Italy the second most popular tourism destination in Europe, after Spain. Italy is seeing the fastest growth among major European destinations.

Marco G. Malacrida, Italia Hospitality founder, said: “Italy’s incredible – and historic – hospitality sector performance last year has created a virtuous circle, with increased demand fueling more investment, which in turn enables Italy to offer increasingly sophisticated hospitality products. The country is seen as a safe haven for capital and a dynamic, growing market that delivers long-term returns, particularly in projects that focus on sustainability, innovation, and premium, experience-led tourism. At FHS World, we will showcase how strong tourism demand, high-spending visitors and year-round appeal – backed by a government and tourist board commitment to facilitate investment, promote sustainability and enhance infrastructure – make Italy a solid choice for investors looking to create financial returns and a cultural impact.”

Future Hospitality Summit

While luxury remains a cornerstone of Italy’s hospitality and tourism sector, lifestyle hotels, resorts and unique offerings in emerging Italian destinations and lesser-known regions are seeing the most dynamic growth. Investors are discovering the potential of places beyond traditional destinations such Rome, Florence and Milan, and shifting their focus to regions from Abruzzo to Sicily, Puglia to Piedmont, and Umbria to the Dolomites. There is also huge potential in turning Italy’s historical villas, monasteries and palaces into hospitality icons, while adventure, sports, arts, music and gastronomy tourism are also expanding rapidly.

With investors and travellers increasingly favouring destinations that respect the environment, support local communities and create long term value, Italy is also spotlighting sustainability as a key pillar of its future tourism strategy.

Jonathan Worsley, Chairman of the Bench, organiser of FHS World, said: “Italy is open and ready for investment, and we are delighted to help facilitate that investment with our exclusive Italy Pavilion at FHS World.  Demand, diversification and discovery in Italy’s hospitality and tourism sector are creating exciting opportunities to become part of the country’s future – and to play a role in realising the country’s economic, tourism and sustainability goals.  Viva Italia!”

The FHS World Italy Pavilion is one of four country-focused stands at the event, with the Maldives, Albania and the Philippines also featured.

Visit futurehospitality.com/world/country-pavilions for more details, and Future Hospitality Summit (FHS) | Homepage for all things FHS World.

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Hospitality

NANDO’S UAE JUST GOT SAUCIER WITH NEW WINGS AND BOTTOMLESS TUESDAYS!

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Hand holding glazed chicken wing dripping with sauce over plate of barbecue wings on geometric patterned plate

There’s something new on the grill at Nando’s UAE, and it’s set to turn up the flavour. The brand has unveiled its all-new Saucy Wings, available in two bold flavours, Honey & Soy and Spicy Brown Sugar, bringing a fresh twist and a little extra fun to Nando’s flame-grilled classics. Launching alongside is Bottomless Wing Tuesdays, a new midweek ritual that invites guests to add unlimited wings, and unlimited flavour, to their week.

The new Saucy Wings take a familiar favourite and turn it up a notch. Honey & Soy glazes each wing in smooth, savoury sweetness, while Spicy Brown Sugar delivers deeper caramelised heat with a gentle kick. Both are flame-grilled to perfection, coated generously, and made for sharing, comfort food that’s simple, bold, and unmistakably Nando’s.

Every Tuesday from 11 AM to 6 PM, diners can dig into Bottomless Wing Tuesdays and enjoy unlimited wings for one hour at AED 80. Running for a limited time from October 21st to November 18th, it’s perfect for flavourful catch-ups and easy midweek gatherings – turning an ordinary lunch or early dinner into something worth talking about.

We wanted to bring something new, but in a way that still feels unmistakably Nando’s,” says George Kunnapally, Managing Director at Nando’s UAE. “Saucy Wings take something everyone already loves and give it a fresh twist – familiar, but more expressive. And with Bottomless Tuesdays, we’re creating an experience that’s all about sharing good food, good flavour, and a bit of fun.

With its flame-grilled roots and unmistakable PERi-PERi spirit, Nando’s continues to evolve its menu while staying true to what it does best, food that’s honest, flavourful, and made to share.

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