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DREAM OF THE DESERT TAKES ROOT IN SAUDI ARABIA AHEAD OF 2026 DEBUT

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Dream of the Desert, Saudi Arabia’s first ultra-luxury desert train, has reached a significant milestone with the opening of its permanent headquarters in Riyadh and the appointment of Raffaele Breschi as General Manager. As the project enters its delivery phase ahead of its debut at the end of 2026, these developments reaffirm a long-term commitment to building the experience from within the Kingdom, in close collaboration with Saudi institutions, partners and talent.

More than a luxury rail journey, Dream of the Desert has been conceived as a new way of experiencing Saudi Arabia. Designed as a moving sanctuary, it invites travellers to slow down and discover the Kingdom through its landscapes, heritage, craftsmanship and hospitality. Every journey is designed to reveal a different side of Saudi Arabia, creating meaningful encounters that extend far beyond the train itself.

The establishment of Arsenale’s first international headquarters outside Italy reflects this vision. Located in Riyadh, the headquarters will serve as the operational and strategic hub for Dream of the Desert, placing the project at the heart of Saudi Arabia’s rapidly evolving tourism ecosystem and reinforcing Arsenale’s long-term investment in the Kingdom.

Rooted in the Kingdom

Operating from Riyadh enables Dream of the Desert to work hand in hand with the national entities shaping the Kingdom’s tourism and transport future, including the Ministry of Culture, Saudi Arabia Railways (SAR), the Transport General Authority (TGA), the Saudi Tourism Authority (STA) and the Tourism Development Fund (TDF). Together, these partnerships are supporting operational readiness while ensuring that the cultural and tourism experiences along the route are developed with authenticity, quality and long-term impact.

Spanning more than 1,300 kilometres of Saudi Arabia’s existing railway network, Dream of the Desert will connect travellers with landscapes and regions that remain largely undiscovered by international luxury tourism. Rather than simply linking destinations, the experience has been designed to reveal the Kingdom progressively through carefully curated moments both onboard and beyond the train. Storytelling, local craftsmanship, cultural encounters and refined hospitality come together to create immersive journeys that encourage travellers to engage more deeply with the places they visit.

A New Chapter for Saudi Talent

Dream of the Desert is more than a luxury travel product. It is an investment in Saudi Arabia’s people and its long-term economic ambitions. The project will create direct employment opportunities with a strong focus on Saudization, introducing Saudi nationals into a new and specialised field, rail-based luxury hospitality, that does not yet exist in the Kingdom. It will enable skills transfer across guest experience, service design, and rail operations, building a workforce with the expertise to sustain and grow this sector for decades to come. Local supply chains will be stimulated, and the project’s reach across multiple regions will contribute meaningfully to the experiential tourism ecosystem that Vision 2030 is working to build.

Leadership for the Next Chapter

Appointed to lead this next phase, Raffaele Breschi brings a strong track record in international expansion and luxury hospitality development. He joined Arsenale Group in 2023 following senior roles focused on growth across the Middle East, and previously served as Partner at McKinsey & Company, advising sovereign entities and global developers on large-scale tourism and hospitality strategies. In addition to his role as General Manager of Dream of the Desert, Breschi has been appointed CEO of Arsenale International, overseeing all Arsenale projects outside Italy, with Dream of the Desert as the flagship.

“Establishing our headquarters in Riyadh reflects our commitment to building Dream of the Desert from within the Kingdom,” said Raffaele Breschi, General Manager of Dream of the Desert. “Working alongside our national partners enables us to shape a rail experience that is globally distinctive yet deeply rooted in Saudi culture, one that celebrates the Kingdom’s landscapes, heritage, and hospitality while setting a new benchmark for experiential travel in the region.”

Designed to redefine what luxury rail travel looks like in the 21st century, Dream of the Desert supports Saudi Vision 2030’s ambition to position the Kingdom as a leading destination for high-value, culturally rooted travel. As travellers increasingly seek journeys defined by authenticity, connection and meaning, Dream of the Desert introduces a new way of discovering Saudi Arabia. Rooted in Saudi culture and elevated by world-class hospitality and design, it is not simply a luxury train, but a moving sanctuary that invites guests to experience the Kingdom through its landscapes, stories and people.

With its headquarters established, its national partnerships in place, and its leadership focused on delivery, Dream of the Desert moves steadily toward its end of 2026 debut, one of the most significant additions to the global luxury travel landscape in years, wholly rooted in Saudi Arabia and shaped by its culture and its people.

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Hospitality

99 Sushi Bar & Restaurant Is Moving to Dubai Creek Harbour This Q4

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99 Sushi Bar & Restaurant is set to enter a new chapter this Q4, with the award-winning Japanese dining destination relocating to Dubai Creek Harbour. Opening in Q4 2026, the new venue will bring a premium fine-dining offering to the growing waterfront community, with a larger bar and lounge, a lifestyle-led terrace and views that will form part of the experience. While the new destination will introduce a fresh energy and more elevated approach, it will remain rooted in the contemporary Japanese cuisine and signature dishes that have defined 99 Sushi.

Founded in Madrid in 2005, 99 Sushi Bar & Restaurant is renowned for its precision-led Japanese craftsmanship, ultra-premium ingredients and refined dining experience, with its Abu Dhabi flagship awarded a MICHELIN Star for three consecutive years. The brand has grown into an international dining name across Spain, the UAE, Monaco, Rabat and Budapest, with further global expansion underway. In Dubai, 99 Sushi was previously located in Downtown before embarking on this next chapter at Dubai Creek Harbour, alongside the launch of its highly anticipated London restaurant.

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Turn Saudi National Day into a Private Island Escape with Sun Siyam

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This year’s Saudi National Day offers more than a long weekend. With direct flights connecting Riyadh and Jeddah with the Maldives, Saudi travellers can exchange city life for spacious private villas, world-class dining and some of the Indian Ocean’s most memorable experiences in under a day. Across its Maldivian resorts, Sun Siyam brings together many of the things Saudi travellers look for in an island holiday – space, privacy, family-friendly experiences, premium all-inclusive halal dining and plenty to experience without leaving the island.

Across the Maldives, Sun Siyam’s three collections offer a different experience for every kind of National Day escape. The Luxury Collection, includes Sun Siyam Iru Fushi, focuses on elevated island living, privacy and spacious accommodation; the Lifestyle Collection, featuring Siyam World and Sun Siyam Olhuveli, brings together entertainment, experiences and family fun; while the Privé Collection’s Sun Siyam Iru Veli, Sun Siyam Vilu Reef and Sun Siyam Pasikudah (in Sri Lanka) offers a more intimate barefoot island escape.

For Families Who Want Space, Privacy and More Choice

Sun Siyam Iru Fushi combines luxurious beach and overwater villas, including private-pool options, with plenty for every generation to enjoy. Families can spend their days between the beach, pools, water sports and kids’ activities, while parents can retreat to the award-winning Spa by Thalgo for a quieter side of island life.

Dining is also a major part of the experience, with 15 dining and drink venues offering plenty of choice throughout the stay. Premium all-inclusive options, halal food and in-villa dining and floating breakfasts make it easy to dine on your own schedule, while multilingual butler service, including Arabic-speaking assistance, adds another layer of convenience for Saudi guests. With kids staying free on selected offers, Iru Fushi is particularly suited to larger families looking to spend the their holiday together without compromising on privacy.

For Adventure from Morning to Night

Few resorts in the Maldives can promise horse riding in the morning, shipwreck diving in the afternoon and an evening of go-kart racing. Siyam World was designed for travellers who believe one holiday should contain many adventures, bringing an unexpected sense of energy to the traditional Maldives experience.

Families and groups can move from the island’s horse ranch and go-kart track to its floating water park, dive beneath the surface to discover its shipwreck, or simply spend the day enjoying the beach and their private pool. Spacious villas and multi-bedroom residences give larger families and groups room to stay together, while an extensive choice of restaurants and bars means there is always somwhere different to dine.

The resort’s 24-hour WOW! Premium All-Inclusive concept brings dining, drinks and a wide range of experiences together, making Siyam World particularly well suited to Saudi families and groups looking for a holiday where almost everything is taken care of from the moment they arrive.

For Couples Who Want the Island to Themselves

For couples looking to turn the National Day break into a romantic escape, Sun Siyam Iru Veli, offers a more intimate side of the Maldives. Spacious beach and overwater suites, private pools and a strong sense of seclusion give couples the space and privacy to enjoy the island at their own pace.

With its honeymoon appeal, romantic dining experiences and premium all-inclusive offering, Iru Veli is particularly suited to couples looking for a few uninterrupted days together, combining privacy and understated island luxury in an intimate Maldivian setting.

With the Maldives within easy reach of Saudi Arabia, National Day is a chance to make the long weekend feel considerably longer. So why wait? Pack your bags and turn this year’s celebration into an island escape with Sun Siyam. For the latest Sun Siyam packages, benefits and offers, visit sunsiyam.com/offers or book@sunsiyam.com

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Hospitality

Sana Dubai Launches “Hashhhhhhhhh Brunch,” a Sunday Ritual Rooted in Uzbek Comfort Food

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Sana Dubai, the Uzbek dining destination at Jumeirah Mina Al Salam, announced the launch of its new weekly Sunday Brunch, “Hashhhhhhhhh Brunch,” beginning September 13, 2026. Running every Sunday from 12:00 PM to 4:00 PM, the brunch reimagines the day after Saturday night as a ritual of recovery, “the Uzbek way.”

Guests will gather around a table designed for sharing, opening with fresh Uzbek vegetables before moving into Sana’s signature Hash: a steaming bowl finished with baked bone marrow and garlic, a dish generations swear by the morning after. From there, diners choose their “cure” — slow-cooked wagyu beef cheek with silky potato purée, carved tableside by the chef, or a whole river-caught Sazan fish in garlic ajika sauce. The feast closes with a plate of traditional Uzbek sweets.

“Hash has always held a special place in Uzbek cuisine — a dish generations have gathered around, made slowly and with care. We wanted to give it the spotlight it deserves, so we built our Sunday Brunch around it: a truly authentic Uzbek feast, unhurried and generous, the way it’s meant to be shared.” — Leonid Litvin, General Manager, Sana Dubai

Hashhhhhhhhh Brunch is offered across three packages to suit every table:

  • Non-Alcoholic — AED 350 per person
  • House — AED 450 per person
  • Premium — AED 650 per person

The brunch is unhurried and indulgent by design, built for guests who want to slow down, gather with family and friends, and let a proper feast do the recovering.

Hashhhhhhhhh Brunch Every Sunday, 12:00 PM – 4:00 PM, starting September 13, 2026 Sana Restaurant, Jumeirah Mina Al Salam, Dubai Reservations:https://www.sevenrooms.com/experiences/sanarestaurant/sunday-brunch-5109127899627520?tracking=marketing 

  • Location: SANA Restaurant – Jumeirah Mina Al Salam – Dubai
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