Elm showcases smart solutions for pilgrims

Elm’s booth at the event.
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Updated 19 January 2025
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Elm showcases smart solutions for pilgrims

Elm, a digital solutions pioneer, concluded its participation as the strategic sponsor of the Hajj Conference and Exhibition 2025, held recently in Jeddah. 

The company showcased a wide range of technological and smart solutions to enhance the experience of Hajj and Umrah pilgrims, further simplifying the pilgrimage rituals and creating an innovative digital environment that provides the highest level of convenience for the guests of the two holy mosques.

Elm exhibited the “Smart Assistant for the Guests of the Two Holy Mosques,” an advanced AI-powered assistant designed to provide an interactive and seamless experience for Hajj and Umrah visitors, using voice and text, further streamlining and expediting responses to their inquiries in multiple languages. Furthermore, it decreases congestion by quickly guiding pilgrims and Umrah performers while also increasing the ability to handle a larger number of visitors to the two holy mosques.

The company also showcased the “Call Analyzer for Guests of the Two Holy Mosques,” which converts incoming calls into text for content analysis using AI to aid comprehension of vital contexts, generate analytical reports to support decision-making, and present recommendations to improve the quality of service provided to pilgrims and Umrah performers.

The company further showcased the “Digital Twin and Simulation for Al-Rawdah Al-Sharifa,” which generates a comprehensive simulation of the experience for the pilgrims while considering their various characteristics.

Majid bin Saad Al-Arifi, official spokesman and VP of marketing at Elm, said: “The Hajj Conference and Exhibition 2025 served as a unique platform to enhance the guests’ experience of the two holy mosques.”

It provided us with the opportunity to showcase our cutting-edge smart technologies and solutions, all aimed at improving the journeys of pilgrims and Umrah performers. This reflects our constant commitment to providing exceptional services that transcend the expectations of the guests of the two holy mosques, further ensuring their comfort and the smooth performance of the Nusuk ritual. We leverage our advanced capabilities in innovation and modern technologies to make substantial developments in Hajj and Umrah services. Our approach focuses on implementing advanced strategies that promote sustainable development and improve the overall quality of our offerings.”

He added: “We believe in the importance of developing robust partnerships with key decision-makers, where coordinated efforts and collaborations can incorporate Elm’s concepts and expertise into strategic decisions to attain the desired outcome. Elm’s reliability and recognition from our government partners are vital in achieving our mutual strategic goals. We remain committed to providing assistance at all stages of project execution to ensure the accomplishment of targeted goals and the constant improvement of services.”


TNFS Summit spotlights KSA’s efforts to combat smoking

Updated 01 June 2025
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TNFS Summit spotlights KSA’s efforts to combat smoking

The TNFS Summit 2025 concluded on May 29 in Riyadh with the adoption of an ambitious vision for a future free from tobacco-related harm — one rooted in innovation, prevention, and regulatory integration. The summit served as a regional platform for dialogue and knowledge exchange around effective harm reduction policies and the encouragement of safer alternatives.

The summit was organized under the TNFS initiative, a strategic partnership between Badael (a Public Investment Fund company), the Quality of Life Program (a Vision 2030 program), and Smart Health as the summit’s scientific partner.

The event brought together more than 100 experts and decision-makers from within the Kingdom and abroad, representing health organizations, regulatory authorities, and leading academic institutions.

Summit sessions reviewed global models for tobacco control, including experiences from Sweden and the UK. Core themes aligned with Saudi Arabia’s national strategy included:

•Correcting public misconceptions about nicotine and its role as a lower-risk alternative to tobacco, as part of the solution, not the problem.

•Evaluating the impact of taxation as an effective tool to reduce tobacco consumption. • Showcasing scientific innovations in reduced-risk alternative products.

Official data from the General Authority for Statistics showed that the adult smoking rate in Saudi Arabia dropped from 17.5 percent to 12.4 percent within one year. This decline is attributed to the implementation of comprehensive regulatory policies, tax increases, and the availability of lower-risk alternatives.

Participants emphasized that TNFS is a true transformation platform, one that moves beyond awareness toward real impact on policy and societal behavior — reinforcing the Kingdom’s position as a regional model to follow. Organizers announced that the summit would serve as the first in a series of specialized events in this field.

During the summit, Tolga Sezer, CEO of Badael, said: “We believe harm reduction is the pathway to a smoke-free future. TNFS marks a powerful starting point for Saudi Arabia’s national efforts to tackle tobacco use, driven by science, innovation, and supportive legislation.”

Salman Al-Khattaf, adviser to the CEO of the Quality of Life Program, added: “Health is not a choice but a foundation for a dignified life and a productive society. TNFS supports community health and promotes positive lifestyle choices in line with the Kingdom’s goals and bold vision.” He emphasized that success in tobacco harm reduction depends on connecting scientific evidence with practical, applicable policies, a core aim of the TNFS partnership.

Dr. Sara Al-Rashoud, research adviser at Smart Health, noted that the TNFS initiative reflects a shared commitment across sectors to reducing smoking and achieving a smoke-free Saudi Arabia, especially with nearly 4.8 million adult smokers currently in the Kingdom.

Dr. Christopher Russell, a UK-based behavioral scientist specializing in tobacco and nicotine use, estimated that smoking causes approximately 14,200 premature deaths annually in Saudi Arabia. He also predicted that the global end of smoking could be achieved within the next 40 years.

Dr. Konstantinos Farsalinos shared successful international harm reduction models, highlighting Sweden’s achievement in reducing smoking rates from 15 percent to 5 percent over 15 years. This shift contributed to a 41 percent drop in cancer incidence and a 39.6 percent decrease in tobacco-related deaths. He called these outcomes a strategic opportunity for the region.

In the session titled “Tobacco Harm Reduction in the Middle East,” Dr. Abdulrahman Al-Qudhib, a Saudi family physician specializing in noncommunicable diseases and tobacco harm reduction, warned about persistently high smoking rates in countries such as Jordan and Lebanon.

Public health expert Dr. Mohammad Yaman noted that 85 percent of smokers relapse within months, according to Mayo Clinic studies. He therefore considered the TNFS initiative an important step toward reducing smoking, calling for the model to be expanded and for greater regional collaboration.

In closing, participants affirmed that the TNFS Summit 2025 marks a pivotal step in the Kingdom’s journey toward a society free from tobacco-related harm. It represents the convergence of political will and scientific knowledge, and strengthens Saudi Arabia’s position as a leading model in adopting harm reduction policies and advancing quality of life.


Tuaja resorts in Al-Ahsa set to transform rural tourism

Updated 01 June 2025
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Tuaja resorts in Al-Ahsa set to transform rural tourism

AL-AHSA: The lavender carpet was laid out last Wednesday in Al-Ahsa as a special groundbreaking ceremony was held for Tuaja Luxury Resorts, marking the start of a new chapter in Saudi Arabia’s rural tourism and hospitality sector.

Slated to open by early 2027, three brand new resorts — Tuaja Premium Farm Resorts, Tuaja Eco Resorts, and Tuaja Adventure Resorts — will be operated by Hilton Worldwide. All will be clustered around a central area of Al-Ahsa, surrounded by lush picturesque farms.

This trio of tailored activations are expected to play a key role in positioning Al-Ahsa as a leading destination in rural tourism, capitalizing on its location within the largest palm oasis in the world.

Attended by Prince Saud bin Talal bin Badr, governor of Al-Ahsa, the event marked the groundbreaking of the first luxury resort development project by Dan Company under the Tuaja brand and featured detailed mock-ups of the resort rooms.

“We remain committed to strengthening collaboration between the public and private sectors to deliver development projects that meet the highest standards of quality, fulfill the aspirations of citizens and visitors — and align with Vision 2030,” Prince Saud said.

Dan Company, a wholly owned subsidiary of Saudi Arabia’s Public Investment Fund, was established to unlock the potential of rural tourism across the Kingdom. This inaugural project will transform rural areas into sustainable tourism hubs that align with the goals of Vision 2030, supporting national economic diversification and community development.

Dan Company also aims to contribute approximately SR6 billion ($1.6 billion) to the Kingdom’s GDP by 2030. Its strategy includes attracting around 14 million visitors, including 1.4 million overnight stays and 12 million day experiences, through an innovative business model that combines luxury hospitality under the Tuaja Luxury Resorts brand, with rural lodges developed in partnership with local communities across the Kingdom.

The Tuaja resorts are being developed in the Al-Ahsa region with the support of the Al-Ahsa Development Authority.

Saad bin Abdulaziz Al-Kroud, chairman, Dan Company, who describes himself as “a son of Al-Ahsa,” underlined the significance of the event, saying: “Today marks a major milestone and turning point in our journey to deliver exceptional hospitality experiences across the Kingdom, celebrating the cultural, historical, and natural richness of the Al-Ahsa region. Tuaja resorts are not merely destinations, they offer an extraordinary blend of authenticity and modernity.”

During the ceremony, Abdulrahman Abaalkhail, chief executive of Dan Company, was in conversation with popular media personality Weam Al-Dakheel, highlighting the company’s vision to redefine rural tourism through immersive, community-driven experiences.

The Tuaja resorts in Al-Ahsa will cover 1.8 million square meters and feature nearly 200 accommodation units, including upscale villas and hotel rooms — some with private pools.

These developments represent the first phase of the Tuaja resort portfolio, which will expand to other regions across the Kingdom. Each resort will feature a design identity rooted in the culture and natural character of its location.

Dan Company is aiming for LEED Gold certification for all its developments.


STC Bank wins Temenos’ ‘Fast Track Growth’ award

Senior officials of STC Bank at the Temenos Forward Awards.
Updated 01 June 2025
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STC Bank wins Temenos’ ‘Fast Track Growth’ award

STC Bank has been awarded the Fast Track Growth award at the annual Temenos Forward Awards in Madrid, Spain, in acknowledgment of its remarkable growth in users since its launch as a full-fledged digital bank just three months ago.

STC Bank is one of the leading digital banks in the Kingdom. It began its journey as a digital wallet before transitioning into a fully licensed digital bank under the supervision of the Saudi Central Bank.

The bank’s rapid growth is attributed to its ease of use and innovative features, such as instant money transfers via mobile number, competitive rates on international remittances, bill payments, and more.

Existing wallet users can seamlessly migrate to the bank’s platform, while new customers can open a bank account in less than two minutes.

Temenos, a global leader in banking software for more than 32 years, has been instrumental in supporting the banking sector through its core banking platform, Temenos Core.

This platform empowers users with access to modern digital lending and deposit solutions.

With Temenos Core, the bank has successfully launched a microservice and data-driven architecture and is expanding into innovative lending and digital deposit solutions, reinforcing its strategy of modular, data-driven offerings.

This collaboration supports STC Bank’s commitment to adopting advanced technology to redefine banking standards in the Kingdom and the broader GCC region.


Majid Al-Futtaim brings Italian furniture brand Poltrona Frau to KSA

Updated 31 May 2025
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Majid Al-Futtaim brings Italian furniture brand Poltrona Frau to KSA

Majid Al-Futtaim, a shopping malls, communities, retail, and leisure pioneer across the Middle East, Africa, and Central Asia, has announced the opening of Poltrona Frau’s first standalone store in Saudi Arabia at Centria Mall in Riyadh, marking a key milestone in the brand’s regional growth. The store marks Poltrona Frau’s third location in the GCC and part of Majid Al-Futtaim’s broader strategy to expand its premium home offering across the Middle East.

Located on the first floor of Centria Mall, Riyadh’s premier destination for luxury and international fashion, the new 320-square-meter store offers curated lifestyle settings and a dedicated material library, which offers clients a hands-on opportunity to customize their interiors with an haute couture approach. Inspired by the warmth and intimacy of a contemporary home, the space was designed by multidisciplinary studio AMDL CIRCLE under the direction of architect Michele De Lucchi, and features layered textures, warm tones, and artisan-crafted details.

Fahed Ghanim, CEO of Majid Al-Futtaim Lifestyle, said: “Saudi Arabia is a key growth market for Majid Al-Futtaim and Poltrona Frau, as demand for premium, design-led living continues to rise. This opening builds on the brand’s strong momentum following the world’s first mall-based Poltrona Frau store at Mall of the Emirates and the launch of its localized e-commerce platform. It reflects our strategy to scale global brands across the region while delivering curated, high-quality omnichannel experiences.” 

Fahed Ghanim, CEO of Majid Al-Futtaim Lifestyle

Nicola Coropulis, CEO of Poltrona Frau, said: “Following successful openings in Kuala Lumpur, Bangkok and São Paulo, our presence in Riyadh strengthens our position in a region increasingly aligned with our values of timeless elegance and artisanal quality. In partnership with Majid Al-Futtaim, this flagship store in Saudi Arabia will support both our residential and contract business growth, enabling us to serve both private clients and large-scale projects across hospitality, corporate, and public spaces.”

The new flagship store will feature Poltrona Frau’s most celebrated icons, including the 1919 armchair, the Vanity XC armchair, the Archibald sofa, pieces from The Five Seasons Collection of 2025 and highlights from the 2024 Imagine Collection. The Blisscape Sofa by Ludovica Serafini + Roberto Palomba, will be unveiled for the first time regionally, following its debut at the Salone del Mobile and its direct arrival from the Milan flagship store. Also on display is the Mallorca Rug from Sahrai’s Underwaterlife summer collection, alongside products from Ceccotti Collezioni, the Tuscan woodworking atelier acquired by Poltrona Frau in 2018.

To mark the opening, a Poltrona Frau master artisan will demonstrate the brand’s handcrafting techniques live in-store, providing a rare glimpse into the savoir-faire that has defined the brand for over a century. The activation echoes the values of L’Atelier dei Saperi, a recently launched initiative aimed at preserving and passing on artisanal skills through intergenerational mentorship.

Poltrona Frau’s entry into the Saudi market marks a strategic milestone in its regional expansion, reinforcing the brand’s commitment to meeting the growing demand for timeless, design-led living across the GCC. In partnership with Majid Al-Futtaim, the brand is set for sustained growth as it continues to strengthen its presence in the region’s most influential luxury destinations.


Porsche opens new state-of-the-art showroom in Alkhobar

Updated 31 May 2025
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Porsche opens new state-of-the-art showroom in Alkhobar

Porsche Saudi Arabia unveiled its new state-of-the-art center in Alkhobar on May 21. A ribbon-cutting ceremony marked the beginning of the launch event, celebrating the collaboration between SAMACO Motors and Porsche Middle East and Africa on the corporate identity upgrade of the facility.

This new facility encompasses a total area of 1,263 square meters and includes a combined new and pre-owned car showroom designed to meet all “Destination Porsche” requirements. The elevated showroom can accommodate up to 16 car displays and features the brand-associated Carrera Café.

Guests have the opportunity to experience the passion and precision of both new and pre-owned models while enjoying amenities such as a fitting lounge, the Porsche Lifestyle store, and an equipment area, all within the state-of-the-art facility.

Porsche’s commitment to e-performance was also highlighted, with three e-charger outlets available in the parking area — two AC and one DC charging stations.

The event was attended by key representatives from SAMACO Motors, Porsche Middle East and Africa, and Porsche Saudi Arabia.

“This facility represents a significant milestone in the enhancement of the Porsche experience for customers in this region,” said Rashad Embaby, general manager, Porsche Saudi Arabia.