Hospitality Advisory Council reviews its new initiatives for 2026 and underscores its role in driving growth and sustainability of the hotel sector

 

Council reviews new initiatives aimed at developing tourism products for seniors

 

>> H.E. Bin Touq: The hospitality sector continues to achieve advanced growth rates in the UAE. The Council’s efforts focus on enhancing hotel revenue efficiency, flexible pricing, and diversifying tourism source markets

 

Abu Dhabi, 08 February 2026: The Hospitality Advisory Council held its first meeting of 2026, chaired by H.E. Abdulla bin Touq Al Marri, Minister of Economy and Tourism, and attended by representatives from the public and private sectors, including executives and heads of major national and international hotel establishments in the UAE.

The Council reviewed a range of new tourism initiatives and their pivotal role in driving the growth and sustainability of the UAE’s hotel sector in 2026. Discussions also covered performance developments in the sector regionally and globally, along with future supply and demand projections for the upcoming period.

H.E. Bin Touq affirmed that the UAE’s hospitality sector continues to perform exceptionally, thanks to the vision and directives of the wise leadership. The sector is one of the key pillars enhancing the competitiveness of the national tourism ecosystem, he noted.

Hotel occupancy reaches 79.5 per cent

H.E. emphasised that the hotel occupancy rate in the UAE reached 79.5 per cent during the period from January to November 2025, along with an increase in the average length of stay to 3.42 nights. Coinciding with the continued expansion of the sector’s capacity, the number of hotels reached 1,260, while the total number of hotel rooms increased to around 216,900. These figures reflect the robustness of the sector and its pivotal role in supporting national tourism growth.

Integration of the UAE’s tourism ecosystem

During the meeting, H.E. added: “The outstanding performance of the hospitality and hotel sector reflects the integrated nature of the UAE’s tourism ecosystem and highlights the active role of partnerships between public entities and the private sector. The next phase requires continued efforts under a precise data analytics methodology and balanced planning between supply and demand to ensure sustainable growth and reinforce the long-term competitiveness of this vital sector.”

Enhancing hotel revenue efficiency and flexible pricing

H.E. highlighted that the Council’s priorities for this year focus on enhancing the efficiency of revenue management strategies and flexible pricing. These efforts aim to maximise hotel and tourism revenues and ensure the sustainability of strong sector performance. These priorities also include the diversification of tourism source markets to reduce reliance on specific markets, strengthening the sector’s flexibility in the face of global fluctuations, and the development of long-stay accommodation offerings. Additionally, it focuses on attracting high-spending visitor segments to increase average length of stay and enhance economic returns per visitor, increasing hotel revenues in the upcoming phase.

Balancing hotel capacity with actual demand levels

In the context, H.E. Bin Touq underscored the importance of achieving a sustainable balance between the growth of UAE’s hotel room capacity and actual demand levels, in addition to supporting the adoption of digital solutions and artificial intelligence (AI) technologies in hotel operations and enhancing guest experience. These efforts bolster the UAE’s standing on the global tourism and travel landscape in line with the objectives of the UAE Tourism Strategy 2031.

Global demand for hotel rooms remains strong

 

The Minister of Economy and Tourism further noted that the global demand for hotel rooms continues to grow compared to previous years. This coincides with improved occupancy rates and average daily rates across several key markets, despite a relative slowdown in the growth pace of some advanced economies. He stated that this performance reflects the tourism and hospitality industry’s resilience and ability to adapt to global economic shifts, maintaining operational stability and sustainable growth.

 

GCC tourism demand sees advanced growth

 

H.E. also remarked that GCC countries continue to witness growth in tourism demand, driven by the momentum of major events, continuous infrastructure development, and the expansion of quality hotel investments.

 

New tourism products for seniors

 

The Council reviewed a set of new initiatives aimed at developing tourism products tailored for seniors. These include long-term winter residency programs in the UAE, enhancing standards for senior-friendly destinations, and wellness-focused tourism packages. Attracting this segment contributes to increasing the average length of stay, raising tourism spending, and achieving greater performance stability during intermediate and low seasons. The Council also discussed the Silver Economy, which focuses on enhancing seniors' contribution to economic activities and sustainable growth, noting the importance of these initiatives in supporting the tourism industry amidst global demographic shifts.

 

UAE advances national tourism policies

 

The Council discussed the latest updates on the UAE tourism policy review project in cooperation with the Organisation for Economic Co-operation and Development (OECD). This project aims to evaluate industry competitiveness, enhance governance and institutional coordination, and develop a tourism data system to support evidence-based decision-making. The Council stated that this review constitutes a key step in bolstering the industry’s sustainability and resilience, in line with best international practices in sustainable tourism and data management.

 

Initiatives to attract family tourism to UAE

 

The meeting addressed the ‘Family-Friendly Destination Guidelines’ initiative, aimed at establishing clear standards to ensure safe and inclusive tourism environments catering to children and families across various facilities, including hotels, parks, malls, beaches, and cultural sites. This initiative contributes to enhancing family support service standards, raising visitor satisfaction, and consolidating the UAE’s position as a leading global family destination, while strengthening its ability to attract multi-generational family tourism.

 

Enhancing readiness of UAE hospitality sector

 

The meeting concluded by underscoring the importance of continued coordination among relevant entities to monitor future booking indicators and analyze key market trends. This ensures the industry’s readiness to navigate global changes, enhances tourism’s contribution to the GDP, and supports the UAE’s sustainable economic development.

 

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Ajman Department of Tourism, Culture and Media Organises Promotional Tour in the United Kingdom

Ajman, United Arab Emirates | 8 February 2026

The Ajman Department of Tourism, Culture and Media is organising a promotional tour in the United Kingdom from 8 to 13 February, covering the cities of Leeds, Liverpool, and London, as part of a strategic direction aimed at expanding the Emirate’s international presence, strengthening its position on the global tourism map, and establishing high-value partnerships with leading European markets in the tourism and travel sector.

 

This tour comes within the framework of the Department’s ongoing institutional efforts to reinforce the Emirate’s position as an integrated tourism and cultural destination, offering advanced competitive advantages that combine cultural depth, tourism diversity, high-quality infrastructure, and integrated services. These efforts are designed to meet the expectations of global markets and keep pace with the rapid transformations taking place in the international tourism industry.

 

The tour focuses on highlighting the Emirate’s tourism and cultural identity, showcasing the diverse range of tourism experiences it offers to meet the interests of various visitor segments, while also spotlighting the qualitative development of tourism facilities, service standards, and the integrated tourism product that reflects the Emirate’s forward-looking vision for this vital sector.

 

The programme includes a series of high-level professional meetings with leading tour operators, travel and tourism companies, and representatives of specialised media outlets in the UK market. These meetings will provide a platform to present available tourism and investment opportunities, explore avenues for cooperation, exchange expertise, and build long-term partnerships that contribute to boosting inbound tourism and opening new channels for sustainable tourism promotion.

 

His Excellency Mahmood Khaleel Alhashmi, Director General of the Department, stated:

 

“Organising this promotional tour in the United Kingdom reflects the Department’s commitment to adopting a proactive and systematic approach to international tourism promotion, expanding the base of source markets, and enhancing the Emirate’s competitiveness in priority markets, in line with the Department’s strategic directions.”

 

He affirmed that the United Kingdom represents a pivotal strategic market, given its tourism and media influence and its prominent role in the global tourism industry, in addition to the growing demand for destinations that offer authentic and diverse travel experiences combining culture, leisure, and nature. He noted that the tour aims to strengthen awareness of the Emirate’s tourism identity and consolidate its image as a destination capable of attracting a wide range of visitor segments.

 

His Excellency added that the Ajman Department of Tourism, Culture and Media continues to implement its international promotional programmes within a comprehensive and integrated vision that supports sustainable economic development objectives, enhances the contribution of the tourism sector to the local economy, raises competitiveness, and reinforces the Emirate’s position as a prominent tourism and cultural hub at both regional and international levels.

 

This tour forms part of a broader series of international initiatives undertaken by the Department as part of its strategic direction to enhance the Emirate’s institutional presence globally, build a strong and enduring destination image, highlight its promising tourism and cultural potential, and reinforce tourism’s role as a key driver of comprehensive development.

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This Ramadan, Beast House Transforms into a Living Majlis Shaped by Creativity, Culture, and Connection

 

Throughout the holy month, each day at this vibrant hub brings a new reason to gather, with shared iftars, community events, film screenings, and creative workshops

Riyadh, Saudi Arabia (8 February 2026): Tucked within Riyadh’s JAX District, Beast House has become a haven for the city’s creatives and music makers, a role it continues to play throughout the holy month of Ramadan. As the sun sets over the capital, evenings unfold into moments of belonging, culture, and continuity, anchored by generous shared iftar spreads. Across the sacred season, guests can experience the rhythm of Ramadan through intimate cultural gatherings, including poetry readings, film screenings, creative workshops, thoughtful conversations, and traditional Saudi cuisine. 

 

Beast House is a creative home for music lovers, designers, and cultural tastemakers, where sound, community, and creativity naturally intersect. Born from a desire to bring people together through shared experiences, the space blends entertainment and connection in a way that hits all the right notes. In honour of Ramadan, the venue takes on a new visual identity, transforming into an elegant Majlis layered with patterned carpets, ambient lighting, and inviting seating. 

 

Set within a reimagined Saudi Majlis, Ramadan evenings at Beast House take guests on an immersive cultural journey shaped by presence and togetherness. Iftar grounds each night, easing into moments of connection, while curated programming showcases culture as a living practice, brought to life through poetry, film, workshops, food, and open dialogue. 

 

Evenings begin around the shared table, where guests break their fast together over generous iftar spreads. The menu leans into rich, nostalgic flavours, with slow-cooked dishes, fragrant rice, and traditional Ramadan sweets. Each meal encourages unhurried moments and meaningful connection, echoing the season’s tradition of food bringing people together. 

 

Alongside traditional Saudi dishes, the programme features a rotating calendar of cultural experiences and gatherings. Poetry readings, while post-iftar film screenings offer a chance to unwind and reflect together. Meanwhile, artist-led workshops allow guests to unleash their inner creativity and take home a personalised keepsake. 

 

Guests can also shake things up this Ramadan with supper clubs and community gatherings. Every night offers something familiar yet slightly different, encouraging guests to return and reconnect. The result is a space that feels alive, shared, and rooted in continuity. 

 

As the holy month casts a calming glow over the city, Beast House offers the ultimate spot to slow down and embrace the rhythm of Ramadan with a fresh twist. Evenings centre on shared tables, nostalgic flavours, creative expression, and conversations that unfold naturally within a setting that combines cultural heritage with modern comforts. Seating is limited, with reservations now open for those looking to experience Ramadan at Beast House night after night. 

 

When: Throughout Ramadan 

Offer: Month-long cultural programme, including poetry readings, film screenings, creative workshops, community events, and daily iftar  

Price: Iftar priced at SAR 180 per person 

*For bookings and more information, please click here 

Embrace the Spirit of Ramadan and Indulge in Elevated Italian Iftars and Late-Night Suhoors at Cucina

 

Throughout the Holy Month, guests can embark on a gastronomic journey of discovery with sunset Iftar set menus and relaxed à la carte Suhoor experiences

Riyadh, Saudi Arabia (8 February 2026): Culinary indulgence awaits at Cucina this Ramadan, presenting a space to gather, reconnect, and break the daily fast in true Italian style. Located at the Riyadh Marriott Hotel and blending authentic flavours, warm hospitality, and a flexible dining experience, the modern trattoria has crafted a specially curated Iftar set menu served from 6.00pm to 8.00pm, followed by à la carte dining until 2.00am. Offering a chance to slow down and reconnect, the venue is the perfect setting for both Iftar gatherings and late-night Suhoor moments. 

 

Known for its vibrant spirit and heartfelt approach to Italian cuisine, Cucina is a refreshing break from the ordinary and a perfect locale to celebrate the Holy Month. With its elegant interiors, welcoming ambience, and spacious terrace, the restaurant strikes a thoughtful balance between sophistication and comfort, making it ideal for those seeking a meaningful Ramadan dining experience. 

 

Each evening begins with a carefully crafted Ramadan set menu, designed for a seamless and elevated way to break the fast. Begin the epicurean adventure with comforting starters such as Zuppa di Pollo, a classic Italian chicken soup, alongside indulgent appetisers including Arancini al Ragù d’Agnello with coriander pesto and the much-loved Parmigiana di Melanzane, layered with fried eggplant, tomato sauce, and Parmigiano Reggiano. 

 

As the experience unfolds further, diners can enjoy fresh and vibrant salads such as Radicchio e Gorgonzola with walnuts, pears, and aged balsamic, followed by a generous selection of Cucina’s signature pizzas, including Margherita, Diavola, and Prosciutto & Funghi. The set menu continues with comforting pasta dishes like Cucina Mezze Maniche, combining zucchini cream, pecorino cheese, and bright lemon zest. 

 

The highlight of the Iftar experience arrives with Ossobuco alla Milanese, slow braised to perfection and served with gremolata, rich veal jus, and crispy riso al salto. To conclude on a sweet note, guests can choose from a selection of classic Italian desserts, including creamy tiramisu, rich torta tenerina, and refreshing gelato ai datteri, offering a modern nod to Ramadan flavours. 

 

Following the set menu, Cucina transitions into à la carte service from 8:00pm until 2:00am, allowing guests to linger, unwind, and explore the full menu at their leisure. Complementing the dining experience, the outdoor terrace offers a relaxed post-Iftar atmosphere under the stars. 

 

For those seeking an incredible Italian twist on the traditional Iftar, Cucina’s Ramadan experience feels both elevated and effortless. Don’t miss out and book early to celebrate the Holy Month surrounded by Italian flavours, meaningful moments, and the spirit of togetherness. 

 

When: Available daily throughout Ramadan; Set menu Iftar from 6:00 pm to 8:00 pm; A la carte Suhoor from 8:00 pm to 2:00 am  

Offer: Ramadan Iftar Set Menu, followed by à la carte Suhoor dining. 

Price: SAR 195 per person (Set Menu); A la carte menu available for Suhoor priced per selection. 

*Prior reservations recommended 

 

*For bookings and more information, please contact +966581085117 or email cucina.riyadh@marriott.com 

 

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Palo Alto Networks NextWave Program Accelerates Partner Profitability and AI-Driven Security Outcomes

 

Evolution shifts focus to "Platformization," rewarding technical expertise and service-led growth

 

 

Dubai, United Arab Emirates. — February 9, 2026 — Palo Alto Networks (NASDAQ: PANW), the global cybersecurity leader, today announced the next generation of its NextWave Partner Program, fundamentally redefining partner profitability for the AI era. As the industry moves toward AI-driven security, NextWave moves beyond transactional volume to reward partners who deliver platform-centric security outcomes.

The evolved program enables the entire partner ecosystem to move away from the 'point-product' trap. By focusing on platformization, Palo Alto Networks enables partners to integrate their customers' security stacks across the network, cloud, and SOC—reducing complexity while increasing high-margin, partner-led service opportunities.

 

Available to partners now, the new NextWave Partner Program is built on direct feedback from the global partner community, focusing on three transformative benefits:

 

• Enhancing Partner Margins: Streamlined rebates focus on Next-Generation Firewalls (NGFW), Next-Generation Security (NGS) and platformization to reward technical expertise and maximize profitability.
• Accelerating Deal Velocity: Enhanced Configure, Price, Quote (CPQ) and new automated deal registrations, combined with improved service delivery tools, to reduce friction and speed up time to close. 
• Reinvesting For Growth: A new Partner Development Fund (PDF) reinvests earned rebates directly into partner-led demand generation, training, and solution development to drive differentiation and accelerate joint customer success.

With Tailored Paths for Every Partner:

• Managed Security Service Providers (MSSPs): Predictable, tiered pricing to build high-margin managed services to ensure accelerated outcomes.
• Distributors: Enhanced capabilities, governance and support for Distributor Managed Partner growth.
• Global System Integrators (GSIs): A "Global Path" rewarding multi-theater influence and strategic consulting with a white glove experience, coming later this year.
• Authorized Services (ASC & APS): Real-time deployment assistance to ensure "first-time-right" customer implementations.

Simone Gammeri, Chief Partnerships Officer, Palo Alto Networks

“Our partner ecosystem is more critical than ever in addressing the demand for AI-driven security platforms. Unlike transactional programs, the NextWave Partner Program rewards 'platformization' over transactions, so we are empowering our partners to dismantle the complexity that leaves customers vulnerable. This program isn't just about selling software; it’s about ensuring customers achieve total, AI-driven resilience with a single, unified defense.”

 

Hugues Foulon, CEO, Orange Cyberdefense

“The NextWave Partner Program serves as a catalyst for deeper strategic collaboration and trust between Palo Alto Networks and Orange Cyberdefense. By increasing transparency, especially around team incentives, we are able to align our efforts more closely, foster co-innovation, and tailor Palo Alto Networks’ solutions to better safeguard our joint customers against evolving cyber threats.”

 

بالو ألتو نتوركس تسرّع ربحية الشركاء وتعزز مخرجات الأمن المدعومة بالذكاء الاصطناعي

 

• الجيل المطور من برنامج الشركاء NextWave يركز على الحلول المتكاملة ويكافئ الخبرات التقنية والنمو القائم على الخدمات

 

دبي، الإمارات العربية المتحدة، 8 فبراير 2026: أعلنت بالو ألتو نتوركس، الشركة العالمية الرائدة في مجال الأمن السيبراني، اليوم عن إطلاق الجيل الجديد من برنامج الشركاء NextWave، في خطوة تعيد صياغة مفهوم الربحية لدى الشركاء في عصر الذكاء الاصطناعي. ومع تحول القطاع نحو نماذج أمنية قائمة على الذكاء الاصطناعي، ينتقل برنامج NextWave من التركيز على حجم المعاملات إلى مكافأة الشركاء القادرين على تحقيق مخرجات أمنية قائمة على المنصات.

 

ويتيح البرنامج بصيغته المطورة لكامل منظومة الشركاء تجاوز الاعتماد على حلول مجزأة، والانتقال إلى مقاربة أكثر تكاملاً. ومن خلال التركيز على تبني المنصات، تُمكن بالو ألتو نتوركس الشركاء من توحيد منظومات الحماية لدى عملائهم عبر الشبكة والسحابة ومراكز العمليات الأمنية، بما يحدّ من التعقيد التشغيلي ويعزز في الوقت ذاته من فرص تقديم خدمات تقودها الشراكات وتتميز بهوامش ربح مرتفعة.

 

ويتاح برنامج شركاء NextWave الجديد للشركاء اعتباراً من الآن، وقد جرى تطويره استناداً إلى ملاحظات مباشرة من مجتمع الشركاء على مستوى العالم.

 

وقال سيمون غامري، رئيس قسم الشراكات في شركة بالو ألتو نتوركس: تؤدي منظومة شركائنا دوراً رئيسياً في تلبية الطلب المتزايد على المنصات الأمنية المدعومة بالذكاء الاصطناعي. وعلى خلاف البرامج القائمة على الصفقات، يرتكز برنامج شركاء NextWave على تعزيز نهج المنصات بدلاً من مكافأة حجم المعاملات، بما يتيح لشركائنا تبسيط البيئات التقنية المعقّدة التي تعرض المؤسسات للمخاطر. ولا يقتصر هذا البرنامج على تسويق البرمجيات، بل يهدف إلى تمكين العملاء من بلوغ مستوى شامل من الجاهزية الأمنية المدعومة بالذكاء الاصطناعي من خلال منظومة دفاع واحدة ومتكاملة".

 

-انتهى-

Gartner Identifies the Top Cybersecurity Trends for 2026

Analysts to Explore Cybersecurity Trends During Gartner Security & Risk Management Summit, March 16-17 in Sydney

 

 

Dubai, United Arab Emirates., February 8, 2026 – The chaotic rise of AI, geopolitical tensions, regulatory volatility and an accelerating threat landscape are the driving forces behind the top cybersecurity trends for 2026, according to Gartner, Inc. a business and technology insights company.

 

“Cybersecurity leaders are navigating uncharted territory this year as these forces converge, testing the limits of their teams in an environment defined by constant change,” said Alex Michaels, Director Analyst at Gartner. “This demands new approaches to cyber risk management, resilience and resource allocation.”

 

The following six trends will have broad impact across transforming governance, securing new frontiers and normalizing AI adoption.

 

Trend 1: Agentic AI Demands Cybersecurity Oversight

Agentic AI is rapidly being used by employees and developers, creating new attack surfaces. No-code/low-code platforms and vibe coding expand this further, driving unmanaged AI agent proliferation, unsecured code and potential regulatory compliance violations.

 

“While AI agents and automation tools are becoming increasingly accessible and practical for organizations to adopt, strong governance remains essential,” said Michaels. “Cybersecurity leaders must identify both sanctioned and unsanctioned AI agents, enforce robust controls for each and develop incident response playbooks to address potential risks.”

 

Trend 2: Global Regulatory Volatility Drives Cyber Resilience Efforts

Shifting geopolitical landscapes and evolving global mandates have made cybersecurity a critical business risk with direct implications for organizational resilience. With regulators increasingly holding boards and executives liable for compliance failures, inaction can result in substantial penalties, lost business and irreversible reputational damage.

 

Gartner advises cybersecurity leaders to formalize collaboration across legal, business and procurement teams to establish clear accountability for cyber risk. Aligning control frameworks to recognized standards and addressing data sovereignty concerns will help reduce compliance gaps.

 

Trend 3: Postquantum Computing Moves into Action Plans

Gartner predicts advances in quantum computing will render the asymmetric cryptography organizations rely on to secure data and systems unsafe by 2030. Postquantum cryptography alternatives must be adopted now to avoid potential data breaches, legal liability and financial loss from “harvest now, decrypt later” attacks targeting long-term sensitive data.

 

“Postquantum cryptography is reshaping cybersecurity strategies by prompting organizations to identify, manage and replace traditional encryption methods, while prioritizing cryptographic agility,” said Michaels. “By investing in these capabilities and prioritizing migration now, assets will be secured when quantum threats become a reality.”

 

Trend 4: Identity and Access Management Adapts to AI Agents

The rise of AI agents is introducing new challenges to traditional identity and access management (IAM) strategies, especially in identity registration and governance, credential automation and policy-driven authorization for machine actors. Failure to address these issues will lead to greater risk of access-related cybersecurity incidents as autonomous agents become more prevalent.

 

Gartner recommends taking a targeted, risk-based approach, by investing where gaps and risks are greatest while leveraging automation where possible. This is essential for enabling innovation, ensuring compliance and securing critical assets in AI-centric environments.

 

Trend 5: AI-Driven SOC Solutions Destabilize Operational Norms

Driven by cost optimization practices and increasing interest in AI, the emergence of AI-enabled security operations centers (SOCs) is introducing new complexity. This is contributing to staffing pressures, increased upskilling demands and evolving cost considerations for AI tools, even as these technologies enhance alert triage and investigation workflows.

 

“To realize the full potential of AI in security operations, cybersecurity leaders must prioritize people as much as technology,” said Michaels. “Strengthening workforce capabilities, implementing human-in-the-loop frameworks into AI-supported processes and aligning adoption with clear strategic objectives will be critical to maintaining resilience as SOCs evolve.”

 

Trend 6: GenAI Breaks Traditional Cybersecurity Awareness Tactics

Existing security awareness efforts continue to fail to reduce cybersecurity risks as GenAI adoption accelerates. A Gartner survey of 175 employees conducted between May and November 2025 indicates over 57% use personal GenAI accounts for work purposes and 33% admit inputting sensitive information into unapproved tools.

 

Gartner recommends shifting from general awareness training to adaptive behavioral and training programs that include AI-specific tasks. Strengthening governance, embedding secure practices and establishing policies for authorized use will reduce exposure to privacy breaches and intellectual property loss.

 

Gartner clients can read more in Top Trends in Cybersecurity for 2026.

 

Learn how to maximize AI’s value while managing critical risks with the complimentary ebook AI in Cybersecurity: Minimize Risks and Maximize Impact.

 

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