Six Senses unveils ambitious plans

Luxury hotel brand Six Senses is planning an ambitious expansion in 2027, with five new luxury properties scheduled to open across Europe, Israel and Saudi Arabia.

The new properties will add city hotels, historic estates and destination resorts to the Six Senses portfolio.

The openings will strengthen the brand’s presence in key luxury markets, including Italy, Spain and France, while extending its Middle East footprint, news hub Travel Mole reports.

Six Senses Milan (top image) is scheduled to open in early 2027 in Brera, opposite the Pinacoteca di Brera and close to Milan’s Duomo.

The 85-room property will feature 69 rooms and 16 suites, including two with private relaxation pools and another with a private terrace and 12.5-meter pool. Dining options will include a seasonal restaurant and deli, alongside two bars, including a rooftop venue.

The Six Senses Spa will feature a 15-meter indoor pool, saunas, hammam, cold plunge and rooftop pool. An Earth Lab will focus on sustainability and community initiatives.

In Spain, Six Senses Quexigal Palace will bring the brand to a historic estate near Madrid in early 2027. Built in 1563 by architect Juan de Herrera, the property was once a royal country residence and hunting lodge.

Six Senses Tel Aviv will also open in early 2027, combining five historic buildings dating from 1909 with a new 10-story tower. The project will feature 140 hotel rooms and 55 residences, plus a spa, rooftop sky pool and cocktail bar, chef-led restaurant and Six Senses Place. It might prove a hard sell.

In France, Six Senses Loire Valley is targeted for the third quarter of 2027.

The resort will feature 88 suites and villas, a golf course with a second 18-hole course planned, equestrian and tennis facilities, an organic farm and extensive hiking and cycling trails. Another 70 private villas are planned.

The expansion will extend into the Gulf with Six Senses Wadi Safar in Saudi Arabia scheduled to open in the fourth quarter of 2027.

AlUla stakes a claim as an arts and cultural centre

 

Saudi Arabia has never been a major travel drawcard for Australians but the go-ahead AlUla precinct is aiming to make a global impact.

With a wide range of events and drawcards, AlUla, is an ancient Arabian oasis city 350 kilometres north-west of the city of Medina and 1,100 km from Riyadh. 

The area is also known for its striking landscape of rocks, canyons, and wadis, which contrast with the city's palm-filled oases. 

The Royal Commission for al-Ula (RCU) envisages making it a global destination for culture and tourism. 

The AlUla Arts Festival returns for its fifth edition later this month, transforming the ancient city into a stage for contemporary art, design and culture. 

Running from January 16 to February 14, the festival features new art commissions as part of the fourth edition of Desert X AlUla. 

It also includes a major art exhibition, a collaboration between the contemporary art museum in AlUla - as part of its pre-opening programme - and Paris's Centre Pompidou. There will also be a Design Space AlUla exhibition spotlighting Saudi and international talents. 

Visitors will also enjoy live music and immersive performances.

AlUla is seeking to solidifying its position as a year-round global hub for creativity with festival part of AlUla Moments 2025-2026 Calendar. 

“AlUla Arts Festival is the contemporary expression of ancient traditions of creativity and cultural exchange in AlUla," said Hamad Alhomiedan, director of arts and creative industries for RCU. 

"With this year’s diverse program, AlUla becomes a canvas for creative dialogue and a catalyst for conversations in the Kingdom and beyond. We are proud to showcase ambitious works by some of Saudi Arabia’s most celebrated artists alongside internationally renowned pioneers, all inspired by the unique culture and landscapes of AlUla."

Desert X AlUla 2026 (January 16-February 28) will presenting 10 new site-specific artworks inspired by the poetry of Kahlil Gibran. 

Other upcoming festivals include Arduna (February 1-April 15) with many of the highlights in the 

AlJadidah Arts District.

 

For more info see https://www.experiencealula.com/en 

Fast train to link Riyadh and Doha

The Middle East, already home to several of the world's top airlines, is now moving into the fast train sector. 

Saudi Arabia and Qatar are moving ahead with an ambitious plan that will slash travel time between their capitals to about two hours, a statement carried by official Saudi media and reported by Travel Mole reveals. 

The project, billed as a major step toward deeper regional cooperation and sustainable development, will create a new 785-kilometre rail corridor linking Riyadh and Doha, passing through major Saudi cities including Al-Hofuf and Dammam.

Along the line, trains would also connect Doha's Hamad International Airport with the planned King Salman International Airport, forming what officials describes “a new backbone for fast, low-carbon mobility across the Gulf“.

Designed for trains to exceed speeds of 300kmh, the service will offer a competitive alternative to air travel. Flights between Riyadh and Doha take roughly 90 minutes. The journey takes over six hours by road. 

Once operational, the rail line is expected to handle more than 10 million passengers annually, bolstering business and leisure travel and giving riders easy access to major attractions in both countries. 

Officials say the project will generate more than 30,000 direct and indirect jobs. 

The line will be built over six years to international safety and quality standards, using advanced rail and smart-engineering technologies aimed at cutting emissions and supporting the region’s transition toward cleaner transport.

The agreement was signed in Riyadh by Saudi Crown Prince Mohammed bin Salman and Qatar’s Emir Sheikh Tamim bin Hamad Al Thani. 

Messi cashes in with controversial sponsorship deals

There is no doubt that Lionel Messi is one of the finest footballers of all time. 

Messi has starred for Barcelona, Paris St Germain and Argentina, earning multiple trophies, including winning the World Cup in 2022, in which he won a record second Golden Ball, scored seven goals including two in the final, and broke the record for most games played at the World Cup (26)..

But as Messi's career winds down with a spell at Inter Miami, he is raking in money from sponsorships.

Fresh from christening the world’s largest cruise ship, Messi is now fronting the latest Saudi Arabia tourism campaign, which critics say contrasts with his work as UNICEF Goodwill ambassador. 

Messi recently christened Royal Caribbean's Icon of the Seas, which has been slammed for its size given the cruise industry's long-term goals of sustainability.

Messi, a Saudi Tourism Ambassador on a deal reportedly worth $US25 million, is also the face of the ‘Go Beyond What You Think’ campaign, which is being launched in key target markets in Europe, India and China.

The campaign aims to dispel what is says are misconceptions about Saudi as a destination, and about its culture.

Visitors and Saudi residents are encouraged to share positive experiences and memories on TikTok and social channels using the bi-lingual hashtags #ShareYourSaudi ( #السعودية_بعيون .)

The latest spot in the ‘Saudi Welcome to Arabia’ barnd campaign will air on TV, social, digital channels and OTA activations over a three-month period, Travel Mole reports.

The message is to encourage travellers to "e open-minded to new cultures and destinations, holding an open heart while travelling".

The video showcases Saudi’s diverse locations and terrain and a number of high-profile female achievers are featured including the Saudi women’s national football team and Rayyanah Barnawi, the first Saudi woman in space.

But human rights organisation Amnesty International says: "The reality for people living in Saudi Arabia, is one where their basic human rights are ignored, their freedoms are restricted and punishment is severe."

Messi and his teammates at Inter Miami are in the country to play two games against Saudi clubs this week.   

Which country now has two airlines - both as national flag carriers

Saudi Arabia has unveiled a new national airline.

To Middle Eastern powerhouses Emirates, Etihad, Saudia, Qatar Airways and Oman Air add newcomer Riyadh Air.

The new airline will be led by CEO Tony Douglas, an ex-Etihad executive, and is wholly owned by sovereign wealth fund PIF.

The Saudi airline is aiming to operate to more than 1000 destinations by 2030, Travel Mole reports.

It is predicted that Riyadh Air will generate up to $US20 billion for Saudi Arabia’s non-oil GDP growth through tourism and trade, state news agency SPA said.

The airline will be based at Riyadh’s King Khalid International Airport.

Saudi Arabia’s Crown Prince Mohammed bin Salman announced the new carrier, which will operate alongside head of state-owned Saudia while serving different destinations.

Saudi Arabia is now home to two national airlines, both serving as the kingdom's flag carriers.

Are you ready to go skiing in Saudi Arabia?

Snow skiing in Saudi Arabia may sound an absurdity - but it will soon be a reality.

The Arab nation with a very dubious human rights record this week announced plans for a new mountain tourism destination in the futuristic city of Neom.

Trojena will feature a ski village and ski slope, as well as wellness resorts and an interactive nature reserve. 

Crown Prince Mohammed bin Salman said the Trojena project is set for completion in 2026.

“Trojena will redefine mountain tourism for the world by creating a place based on the principles of ecotourism, highlighting our efforts to preserve nature and enhance the community’s quality of life, which is aligned with the goals of the kingdom’s Vision 2030,” said Prince Mohammed, who is also the chairman of Neom’s board of directors.

“It also confirms our commitment to be part of the global effort to protect the environment. 

"Trojena will be an important addition to tourism in the region, a unique example of how Saudi Arabia is creating destinations based on its geographical and environmental diversity."

Trojena will be a first-of-its-kind experience with retail outlets and restaurants as well as a man-made freshwater lake and a vertical village that will merge technology, entertainment and hospitality facilities. 

“Trojena represents  Neom's values and bold plans as a land where nature and innovative technologies come together to form a unique global experience,” said Neom CEO Nadhmi Al-Nasr.

Trojena expects to attract 700,000 visitors and 7,000 residents by 2030. The project will create more than 10,000 jobs, says a press release. 

Trojena will be made up of six districts: Gateway, Discover, Valley, Explore, Relax and Fun, all of which will be designed to offer activities catering to a variety of tastes and needs. 

The region is characterised by clean air and climatic diversity, where temperatures drop below zero in winter. 

Trojena is situated in the centre of Neom, 50 kilometers from the Gulf of Aqaba coast, in a mountain range with the highest peaks in Saudi Arabia at approximately 2,600 meters above sea level. 

Neom is planned to be a "smart city" home and workplace for more than one million people from around the world.

Intrigued? Read more at www.neom.com