Hospitality
Hospitality Is Still a People Business—Even in the Age of AI
Exclusive interview with Ayman Ezzedine, Director of Development Middle East, Egypt and Pakistan, Radisson Hotel Group.
How is FHS going so far for you?
It’s very good, actually. It’s been busy. We had some great meetings, meet some industry peers as usual, catch up.
A lot of us have been in the game for a long time. So, it’s always good to see people from the past and always meeting new ones as well.
This event, you know, we’re all in the hospitality business here. So, the hospitality from the hosts, from the organizers and even our competitors or peers, we call them. It’s very nice. And then the owners. So, it’s a great industry. And it’s about hospitality.
Ayman, you’ve been in the industry for quite a while now. Can you share what shaped your approach towards development in developing such complex markets such as Middle East, Egypt and Pakistan?
It’s interesting when you put it Middle East, Egypt, Pakistan, and there are three completely different. Even in the Middle East, you know, you have UAE, you have Saudi Arabia, you have Lebanon, the Levant. So, every country has its own set of challenges, experiences, culture. Coming from the industry, starting out in operations, traveling, meeting, we start to understand the different cultures and how to work with different people.
So that starts, becoming the base. So now when I’m in negotiations with an owner from Pakistan, I go back on my experience of first working with colleagues from these different regions and start to understand their culture. Somebody once told me that Ayman, you speak Arabic, so you’ll do well in Egypt, because Egypt is a very interesting market for us.
The difference is you have to understand the culture, not just the language. So that’s, I think, it’s just understanding culture and then you could expand to them.
In your view, what is the differentiation, when it comes to understanding between a successful hospitality development project from a mere profitable one?
It always depends. Some projects are being done by the government for a greater good. Some are by owners who want to give back to the community. They want better training for staff from their hometown.
And some are purely for financial profit. Each one has its own incentive and its own. So, you really have to understand what the owner is looking for and make sure that we are aligned together.
From my experience, what’s a successful project hotel is one that meets three, four, five of those criterias. One, give back to the community, offer the guests what they want, staying true to our brand values, you know, and making money because we are a business event.
With KSA and Dubai evolving quickly, how have you personally experienced and observed the talents and expertise migration that are shaping the competitive landscape today?
The change has been, I mean, especially KSA in the recent, the recent changes have been such an advanced pace. It was a bit shocking and even for us disbelief at the beginning, but the level of expertise that is now available, you know, in Saudi Arabia, we’ve never had a franchise. Now we already have two, just because now we believe that this expertise exists in Saudi Arabia and we can be more relaxed and approach this opportunity. So, it’s becoming more of a mature market.
UAE has always, has been mature for a while, but it’s changing and it’s also adapting to the changes around the region and working closer with the Saudi market. So, I don’t think they’re competing with each other while they’re working and they’re finding their different niches and complementing.
can you share your insights on how AI and predictive analytics are influencing a smoother guest experience?
I’m still a paper and pen kind of guy, but UAE cannot negate the role that AI is having on the hospitality industry and the future for us to use it. It’s obviously for analyzing what guests like, how we act, what would they like us to do to present to them? So, it’s a tool that we have to use, but at the end, we are a people business.
It’s about the hospitality that comes from person to person. So, we have to learn and continue to learn how we can use AI to enhance that experience. And as people change, the information is out there now. We just cannot completely depend on AI. We got to keep the people in it as well.
Hospitality
DAVE’S HOT CHICKEN LAUNCHES ALL-NEW SAUCY BITES IN THE REGION
The exclusive first taste landed trackside at Formula 1 this December with fiery flavors including Hot Honey Teriyaki, Spicy Buffalo, Spicy BBQ and Mike’s Hot Honey
Dave’s Hot Chicken, the LA-famous street food sensation known for its Nashville-style hot chicken, has launched its all-new ‘Saucy Bites’ across all its locations in the region, promising delicious varieties to spice up their tantalizing menu.
Having made their first debut at F1, the new ‘Saucy Bites’ invites foodies to fuel up on the cult-favourite hot-chicken, now in bite-form with bold flavours such as Hot Honey Teriyaki, Spicy Buffalo, Spicy BBQ and Mike’s Hot Honey– with the official rollout now available across all of its 9 locations in the GCC.
Dave’s Hot Chicken’s menu offers a wide range of options, catering to all tastes and preferences, including Hot Chicken Sliders, Tenders and Bites, along with sides of house-made Kale Slaw, creamy Mac & Cheese and crispy, seasoned French Fries, loaded shakes and fruity, frozen slushers.
Hospitality
LIWA VILLAGE RETURNS WITH NEW ACTIVATIONS AND EXPERIENCES AT LIWA INTERNATIONAL FESTIVAL 2026
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has announced programming details and the impressive lineup of partners for this year’s Liwa Village at Liwa International Festival 2026, which continues until 3 January 2026. Set within Al Dhafra Region’s iconic desert landscape, the festival is one of Abu Dhabi’s most anticipated winter celebrations, presenting thrilling motorsports challenges and honouring the UAE’s heritage through culture, entertainment, and family experiences.
Liwa Village: The Festival’s Cultural & Entertainment Heartbeat
Located at the heart of the Liwa International Festival, cultural and entertainment destination Liwa Village is an expansive space where heritage, creativity, adventure, and family experiences come together in one seamlessly curated journey. Built around six immersive zones – Shams Liwa, Wanasa, Meydan, Souk, Adrenaline, and Auto – the Village offers a rich lineup of activities designed to engage every age group and interest, inviting visitors to explore a world that celebrates the UAE’s traditions while embracing the energy of modern entertainment.
Shams Liwa, crowned by its iconic Ferris Wheel, provides sweeping views of the Village and the golden dunes surrounding it, setting the tone for a memorable visit. The cultural heart of the Village is the Souk, inspired by traditional Emirati markets, bringing heritage to life through pottery workshops, weaving, henna, live cooking sessions, artisan showcases, and sensory cultural experiences that resonate with both residents and tourists.
For younger visitors, Wanasa delivers a vibrant mix of creative workshops, carnival rides, maze adventures, and play parks crafted to spark imagination and connection. Meydan, the dynamic teen zone, enhances this year’s programme with immersive challenges including smash rooms, horror escape rooms, strategic games, and interactive stage moments tailored to bold, expressive youth.
Adventure-seekers will enjoy the Adrenaline Zone, home to high-energy rides, carnival attractions, and thrilling games that add momentum to the Village’s lively atmosphere. Meanwhile, motoring fans will find a dedicated haven in the Auto Zone, featuring a rotating exhibition of classic cars, RC racing tracks, jeep experiences, and hands-on motoring-themed activations that celebrate the UAE’s strong automotive culture.
Beyond its core zones, this year’s Liwa Village expands with signature attractions including the Monster Jam Arena, the family-friendly Petting Zoo & Pony Grove, and the adrenaline-fuelled Desert Rally and Water Karting experiences, ensuring every visitor can navigate their own adventure across the Village’s extended footprint.
Across the festival’s 23 days, the Village will host live shows, hands-on workshops, interactive installations, cultural showcases, and exclusive partner activations, creating a deeply engaging, accessible, and family-friendly environment. With its diversity, scale, and heritage-driven design, Liwa Village promises an unmissable experience that brings culture, entertainment, and community together on The Desert’s Grand Stage.
A destination brought to life through partnerships
As Liwa Village expands its offering for the 2026 edition, this year’s partners will introduce a selection of dedicated activities, displays, and guest experiences. Emirates NBD joins as Zone Presenting Partner, alongside Official Partners Noon, CFI Financial Group, Al Masaood Equipment Rental, Ma Hawa, Yango Group, and Al Ain Zoo, each contributing engaging touchpoints designed to amplify the Village atmosphere. Cleveland Clinic Abu Dhabi returns as Medical Partner, ensuring the wellbeing and safety of all visitors across the Village grounds.
A focus on sustainability
LIWA Village is setting a new benchmark in sustainability this year, powering the venue with clean mobile energy. DCT Abu Dhabi, in collaboration with event organiser LINKVIVA and their energy partner Kilo Energy, set up a large temporary solar farm at the festival grounds, proving not only that renewable energy can powering entire events, but also that such solutions are more convenient for event guests, as they are free of noise and emissions.
The system, developed by Kilo Energy, combines a large-scale portable solar farm with high-end Huawei energy storage systems, ensuring a steady supply of clean energy day and night.The deployed clean mobile energy system is optimised for use at events of any size, and reflects DCT Abu Dhabi’s leadership in adopting innovative, future-ready energy infrastructure to redefine how events can be powered.
A Beloved Tradition for Over Two Decades
For more than 20 years, the Liwa International Festival has been a cherished annual event, attracting tens of thousands of visitors from the UAE, region and around the world. Each year the event continues to grow and evolve, offering an experience that blends tradition with modern-day appeal, ensuring it remains the ultimate winter destination in Abu Dhabi.
Whether visiting for a day or staying for an extended desert escape, Liwa International Festival 2026 provides a unique opportunity to connect with the UAE’s heritage, create unforgettable memories with loved ones, and enjoy an authentic celebration of Emirati culture.
Hospitality
THE KINGDOM’S BIGGEST HOSPITALITY WEEK OPENS WITH HORECA RIYADH, SALON DU CHOCOLAT ET DE LA PÂTISSERIE RIYADH AND HOST ARABIA
Riyadh became today the capital of global hospitality and gastronomy as HORECA Riyadh, Salon du Chocolat et de la Pâtisserie Riyadh and Host Arabia opened their doors, marking the beginning of the kingdom’s largest and most anticipated hospitality and food service event of the year.
Held from 15 to 17 December 2025 at Riyadh Front Exhibition & Conference Center, the joint event — organized by Semark Group in collaboration with Fiera Milano and Hospitality Services under the strategic partnership of the Culinary Arts Commission (CAC) — brings together the full spectrum of the hospitality industry under one roof.
The opening ceremony gathered senior officials, ambassadors and leading figures from the public and private sectors, alongside distinguished guests of honor Guillaume Gomez, President of Groupe Gastronomie and former French ambassador for gastronomy, and renowned Belgian Chocolatier Pierre Marcolini, who joined the celebrations to mark this new milestone in Saudi Arabia’s journey to becoming a global leader in hospitality, gastronomy and tourism.
Uniting four major events, HORECA Riyadh, Host Arabia, Salon du Chocolat et de la Pâtisserie Riyadh and Saudi Elite Chefs, this extraordinary week redefines the scale of professional gatherings in the region. Across 42,000 square meters, the events feature over 500 exhibitors from more than 60 countries and expect to welcome 50,000 professional visitors over three days. Together, they form a powerhouse of creativity, innovation and collaboration.
In his opening remarks, Jad Taktak, CEO of Semark Group, said: “Today we celebrate a milestone for Saudi Arabia’s hospitality industry. This unified platform brings together decades of experience and innovation from around the world to support the kingdom’s bold vision and transform Riyadh into a global destination for excellence, creativity and collaboration.”
HORECA Riyadh, now in its 14th edition, continues its legacy as the kingdom’s leading hospitality and foodservice exhibition, showcasing cutting-edge solutions across foodservice, catering, design and coffee culture.
Visitors will experience a dynamic program of masterclasses, live competitions, and expert-led talks, uniting over 70 international chefs and speakers. The Hospitality Salon Culinaire, Saudi Barista, and Mocktail Competitions are once again among the event’s highlights, celebrating talent and excellence in every aspect of hospitality. HORECA Talks, organized with Hospitality News Middle East and Hodema Consulting Services, will feature thought-provoking sessions exploring innovation, sustainability and the future of hospitality in Saudi Arabia.
“As part of the HORECA Network, with annual events across the Middle East, HORECA Riyadh brings together leading hospitality and foodservice professionals, innovators and investors. Alongside it, Salon du Chocolat et de la Pâtisserie Riyadh celebrates chocolate and pastry artistry while highlighting key trends in the Saudi market,” said Joumana Dammous-Salamé, managing director of Hospitality Services, the company behind the HORECA Network and co-organizer of Salon du Chocolat et de la Pâtisserie Riyadh.
Meanwhile, Host Arabia, making its Saudi debut, brings the international excellence of Host Milano to the region for the very first time. As an extension of the world’s foremost hospitality exhibition organized by Fiera Milano, Host Arabia fosters new partnerships and investment opportunities. The event also features a strong participation of Italian companies — supported also by ITA – Italian Trade Agency and Italian Ministry of Foreign Affairs and International Cooperation — highlighting the innovation, quality, and craftsmanship of the Made in Italy hospitality sector.
“Host Arabia reflects Fiera Milano’s commitment to supporting industries by connecting companies with global and fast-growing markets,” said Carlo Bonomi, president of Fiera Milano. “The initiative is part of the Group’s international development strategy” added Roberto Foresti, deputy general manager of Fiera Milano, “reinforcing our role as a global hub that brings together expertise, innovation, and international opportunities.”
Running concurrently within the exhibition is the third edition of Salon du Chocolat et de la Pâtisserie Riyadh, held in partnership with Hospitality Services, transforming the center into a world of sweetness and artistry. With 40 masterclasses, live demonstrations and competitions, the event gathers over 30 international and regional pastry chefs and chocolatiers. Guests will enjoy a curated experience of chocolate, pastry and dessert innovation, celebrating both international craftsmanship and the richness of Saudi culinary creativity.
“Salon du Chocolat et de la Pâtisserie Riyadh showcases the kingdom’s growing presence on the global culinary stage,” said Gérald Palacios, President of the Salon du Chocolat and Event International. “It’s a celebration of tradition and transformation, where every bite tells a story and every technique opens a new chapter.”
Adding to the momentum, the second edition of Saudi Elite Chefs, organized by the Culinary Arts Commission, also opened today. This prestigious event brings together the kingdom’s top chefs in a series of high-level competitions that showcase Saudi cuisine, inspire the next generation of culinary professionals and reflect the nation’s growing influence on the global gastronomic stage.
With the success of this unprecedented alliance, Saudi Arabia has entered a new era of hospitality leadership, one where local talent and international expertise come together to shape the future of the industry across the region and beyond.
HORECA Riyadh, Host Arabia, Salon du Chocolat et de la Pâtisserie Riyad, and Saudi Elite Chefs run from 15 to 17 December 2025 at Riyadh Front Exhibition & Conference Center, open from 4:00 p.m. to 10:00 p.m. on the first day and 2:00 p.m. to 10:00 p.m. on the following days.
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