In a world marked by rapid political, financial, social and technological transformation, staying ahead requires insight and foresight. Abu Dhabi’s position as a global hub for innovation and business means that nowhere is more relevant for global leaders in business and policy to chart the path forward. Among the first set of speakers announced are:

Sinan Ulgen, Senior Fellow, Carnegie Europe and Director, EDAM; Hussain Sajwani, Founder and Chairman, Damac Group;

HE Khalfan Belhoul, CEO, Dubai Future Foundation; Mohammed Alabbar, Founder and Chairman, Emaar;

Luigo Di Maio, Special Representative for the Gulf Region, European Union;

Giorgos Gerapetritis, Foreign Minister, Greece;

Abdulaziz Al Sager, Head, Gulf Research Institute;

Deng Chao, CEO, HashKey Capital: Speaking on the ‘Deep tech at scale’ panel;

Jihad Azour, Director of the Middle East and Central Asia Department, International Monetary Fund: From modernizing Lebanon’s tax and customs systems in his role as Finance Minister in 2005-08 to now overseeing the IMF’s work in the Middle East, North Africa, central Asia and Caucasus;

Nasser Saidi, Politician and Economist, Former Minister of Economy and Industry, Former Vice Governor, Lebanese Central Bank, Lebanon;

Yusuff Ali, Chairman and Managing Director, Lulu Group; John Pagano, Group CEO, Red Sea Global;

Yusuf Maitama Tuggar OON, Honourable Minister of Foreign Affairs, Federal Republic of Nigeria;

Abdulrahman Tarabzouni, CEO, Saudi Technology Ventures: The largest technology-focused venture capital firm in the Middle East and North Africa region manages a US$800 million fund;

HE Dr. Anwar Mohammed Gargash, Diplomatic Advisor to the President of the UAE and Former Minister of State for Foreign Affairs (2008 – 2021).

The agenda covers six main themes:

Geopolitics: The Gulf, like every region in the world, finds itself adapting to significant changes on the world political stage after the “global year of elections.” Shifting trade patterns are also leading to new financial and diplomatic alliances, amid a broader shift toward deglobalization.

Economy & Markets: The Gulf is experiencing a renaissance, bucking global economic trends and growing fast – with growth expected to surge to around 4.4% in 2025, more than doubling 2024 projections.

Banking & Finance: The financial services industry in the Gulf is undergoing a significant transformation, fueled by the advances of digital technology. The Middle East public cloud market is expected to reach almost $10 billion by 2027, but challenges remain in the form of data security and privacy concerns.

Technology & AI: A focus on developing technology and AI has been a key plank of the region’s concerted push to diversify beyond oil and gas. Alongside heavy AI investment, there have been significant efforts to develop Arab-language models trained on local datasets.

Climate & Sustainability: The Gulf is particularly vulnerable to the impacts of climate change, with rising temperatures, water scarcity, and environmental degradation posing significant challenges. The spotlight is on the region, and its diversification away from oil, with the UAE hosting COP28

Business Leadership: Social, political, and economic upheaval have been a constant theme around the world, and with it has come an increased need for leaders to steer a steady course and rebuild trust.

He began his automotive journey as a Consultant for General Motors in France, before advancing to become Deputy Manager at BMW Group France, where he contributed to regional commercial development. He later joined Mercedes-Benz AG in Switzerland as Regional Manager, overseeing strategic operations across key markets. His trajectory continued upward with his appointment as General Manager at Aston Martin Lagonda Ltd, where he led market performance and commercial strategy across Switzerland.

Most recently, Mathieu founded his own consultancy in Dubai and Mauritius, advising C-suite executives and boards on growth, operations, and customer experience transformation within the automotive space.

Outside the boardroom, Mathieu holds an airline pilot license, a degree in Economics and Business Management Administration, and was a former member of the Windsurfing France Team, competing in the Olympic Sailing Series.

experience.”

In his new role at CXG, Mathieu will drive the development and execution of commercial strategies that elevate market share and deepen client loyalty within the automotive sector. He will also champion customer experience transformation, leveraging data‑driven insights to reposition luxury automotive brands as lifestyle powerhouses.

Newly announced promotions include:

Astha Sirpaul, Head of Strategy – A champion of culture-driven thinking, Astha now steers end-to-end strategic planning across the agency’s portfolio, embedding TBWA’s Disruption® methodology to unlock long-term brand growth.

Rony Skaf, Head of Digital & Innovation – With over a decade of expertise in performance marketing, emerging technologies, and building digital experiences, Rony blends creativity with innovation to craft measurable, future-ready solutions that drive impact for clients.

Noor Akar, Group Creative Director – A fearless storyteller at the intersection of culture and commerce, Noor will continue to orchestrate boundary-breaking ideas that ignite conversation, reshape norms, and turn cultural relevance into business growth.

Rita Nasr, Group Creative Director – Rita steps up to co-lead the creative department in Lebanon, mentoring rising talent and pushing bold ideas that resonate with regional audiences.

These promotions reaffirm TBWA\RAAD’s commitment to stay relentlessly disruptive—turning bold ideas into real‑world impact and proving that when people thrive, brands win.

Celebrating AlUla’s timeless landscapes, deep heritage, and flourishing creative scene, the calendar offers a thoughtfully curated blend of heritage, music, art, wellness, sport, gastronomy, and community experiences, reinforcing AlUla’s emergence as one of the region’s most inspiring year-round destinations.

The AlUla Moments 2025-2026 launches in September with the return of AZIMUTH the annual music  event to mark the Saudi National Day weekend, uniting global and regional music talent with immersive performances, and cutting-edge visuals in a celebration of culture and creativity beneath AlUla’s vast open skies.

October brings a renewed focus on wellness, movement, and heritage with the return of AlUla Wellness Festival, a week-long celebration of balance and transformation. Alongside daily yoga sessions, guided meditations, and live performances, the programme introduces for the first time high-energy challenges including the AlUla Half Marathon Road Race, AlUla 24-Hour Endurance Race, AlUla Duathlon, and Ashar Valley Triathlon, alongside iconic fitness sessions with Les Mills, all inviting participants to push their limits amid breathtaking desert landscapes.

Launching in November, The Ancient Kingdoms Festival invites visitors to ‘journey through time’ and experience AlUla’s spectacular ancient sites and stories, brought to life in exciting new ways. From day-time discoveries to after-dark encounters, visitors can step into the world’s largest living museum to explore the extraordinary landscapes shaped by nature, history, and human legacy at the heart of the Incense Road. Highlights include Hegra After Dark , The Incense Road Experience, the epic Hegra Drone Show ‘Stories from the Sky’, Ikmah After Dark and Hegra Candlelit Classics concerts, featuring world-renowned international artists. An unmissable opportunity for visitors to enjoy close encounters on the sites where history was made, celebrating AlUla’s cultural legacy.

In December, Winter at Tantora returns with its beloved blend of music, gastronomy, and heritage celebration. Opening with a tribute to the Saudi Year of Handicrafts and a performance by acclaimed artist Ahlam, this year’s edition features highlights including Shorofat Tantora, Old Town Culinary Voyage, Tantora Old Town Nights, and exclusive fine dining restaurants with the return of Ducasse and Annabel’s, all set against the enchanting backdrop of AlUla’s historic oasis.

The start of 2026 is marked by world-class sporting events that spotlight equestrian excellence and endurance racing. In January, AlUla Desert Polo returns to the purpose-built sand track near AlUla’s sandstone cliffs, drawing elite players and international attention. Later that month, the AlUla Tour brings top international cyclists to the region for a multi-stage UCI Asia Tour race, showcasing AlUla’s dramatic landscapes and rising status in global sport. In February, AlFursan Endurance AlUla challenges the world’s top riders in one of the sport’s most prestigious competitions, while the AlUla Trail Race welcomes athletes from around the globe to tackle one of the region’s most scenic—and demanding—trail courses.

Returning for its fifth edition in January, AlUla Arts Festival celebrates creative expression across disciplines, transforming the landscape into a living gallery. The festival features the fourth edition of Desert X AlUla, a landmark open-air exhibition placing visionary contemporary artworks by Saudi and international artists in the dramatic desert landscape, and a major new exhibition curated by AlUla’s contemporary art museum in collaboration with the renowned Pompidou Centre, Paris. AlJadidah Arts District will again be animated by performances and programming and will feature an exhibition of contemporary AlUla-inspired design. 

The AlUla Moments 2025-2026 calendar reflects the destination’s evolution into a global stage for creative expression, human connection, and extraordinary experiences. It celebrates what makes AlUla truly unique – its culture, nature, and community – and extends a bold invitation for the world to be part of its revitalizing story.

Google is also launching Flow, the only AI filmmaking tool custom-designed for Google’s most advanced models — Veo, Imagen and Gemini. Flow can help storytellers explore their ideas without bounds and create cinematic clips and scenes for their stories. 

Photo-to-video brings images to life

To turn photos into videos, select ‘Videos’ from the tool menu in the prompt box and upload a photo. Then, describe the scene and any audio instructions, and watch as the selected still image transforms into a dynamic video. Users can get creative by animating everyday objects, bringing their drawings and paintings to life or adding movement to nature scenes. Once the video is complete, users can tap the share button or download it to share with friends and family.

Flow: available in MENA & in Arabic

Flow comes with a range of features for professionals or those just getting started:

• Camera Controls: Master some shots with direct control over camera motion, angles and perspectives.
• Scenebuilder: Seamlessly edit and extend existing shots — revealing more of the action or transitioning to what happens next with continuous motion and consistent characters.
• Asset Management: Easily manage and organize all of the ingredients and prompts.

The explosion of creativity from users has been truly remarkable, with over 40 million Veo 3 videos generated across the Gemini app and Flow over the last seven weeks. All generated videos include a visible watermark to show they are AI-generated and an invisible SynthID digital watermark.

Users can access Gemini, and check the Google AI Pro and Ultra subscriptions to explore Veo 3 and Flow, Google’s AI filmmaking tool. 

Experience X is designed to meet the evolving demands of the current market while aligning with the nation’s agenda to nurture and empower its youth. By focusing on internships, du is providing invaluable opportunities for young talent to gain practical experience, understand the professional world, and spark their ambition for a future in various sectors.

The 12-week immersive initiative is designed to bridge the gap between academic learning and real-world application. The program offers interns structured learning plans tailored to their academic specializations and interests, while fostering both technical and soft skill development. Each intern is paired with a dedicated buddy for mentorship and support, ensuring a guided and enriching experience. Fully integrated into their teams, interns actively participate in meetings, contribute to live projects, and engage in team dynamics, gaining hands-on exposure to professional life and career opportunities.

Participants in the program will benefit from a curriculum that includes professional development, hands-on projects, and mentorship from industry leaders within du. This approach ensures the growth of the interns and the enrichment of the local talent pool, aligning with the UAE’s vision for a sustainable and diversified economy.

Pictured is Fatema Al Afeefi, Chief People & Impact Officer (Acting) at du.

The teaser, which featured a Bastet-like feline roaming Cairo before transforming into the PUMA icon, kicked off a story built on movement, mythology, and modern identity. The buzz led seamlessly into a one-night-only reveal event at Townhall by Kamelizer, District 5, where local tastemakers, artists, athletes, and media gathered to experience the Speedcat up close.

Guests stepped into a world inspired by the spirit of the SPEEDCAT: minimalist yet bold, grounded in performance yet made for the street. The evening’s centerpiece was the reveal of the sneaker itself — sleek, refined, and ready to hit Cairo’s pavement.

Backed by Intertex, PUMA’s main distribution partner in Egypt, the launch helped bring the SPEEDCAT to market while shaping the brand’s local presence, setting the stage for a bold reveal.

From the cinematic CGI teaser to the high-impact launch night, the SPEEDCAT’s arrival has been a cultural moment in motion. It’s not just about sneakers, it’s about connecting legacy to local relevance.

Set against the breathtaking backdrop of AlUla’s rugged terrain, the event offers participants an unforgettable journey through a land of dramatic desert canyons, windswept dunes, lush palm-filled valleys and storied monuments carved by time. With distances of 5km, 10km, 21.1km, and 42.2km, the race is open to all – from experienced marathoners to first-time runners looking to challenge themselves in a truly unique setting.

The event routes showcase some of AlUla’s most iconic landmarks. Runners tackling the 5km, 10km, and 21.1km distances will begin their race at Hegra, Saudi Arabia’s first UNESCO World Heritage Site. The full marathon – 42.2km of grit and glory – begins in Hegra and passes by Maraya, the world’s largest mirrored building and a symbol of AlUla’s contemporary vision.

AlUla Desert Blaze will offer race kits, refreshment zones and finish-line celebrations, that make every step of the race an unforgettable journey of triumph. The event is a cornerstone of the AlUla Moments calendar, part of an ever-evolving lineup of sports, arts, culture, sports and adventure events that offer visitors rare opportunities to connect deeply with themselves and their surroundings.

His work has been recognized at every major global creative festival including Cannes Lions, D&AD, One Show, Clio, LIA, Loeries, Effies, WARC, and New York Festivals; and important regional festivals such as Dubai Lynx and Eurobest.

Beyond the awards, it’s his creative belief system that sets him apart. Alex sees creativity as a tool for economic and cultural progress. He leads with kindness, teaches with passion, and always brings humanity into the work.

Besides his professional drive, Alex writes and draws his own comic books series, loves football, cooking and shares his home with two pet rabbits.

This appointment underscores Horizon FCB’s strategic focus on delivering work that is both timeless and timely, combining creativity fueled by data and technology to build brands that endure.

Harrison, formerly President, EMEA, has been the driving force behind GCI Health’s rapid expansion in Europe and the Middle East, having relocated to Dubai in 2024. Her appointment signals GCI Health’s continued commitment to the region, where healthcare transformation is moving rapidly and where demand for strategic counsel is growing from both public and private sector clients.

“Increasingly, our global healthcare clients are organising their business around international markets, where innovation is happening at speed and where the next benchmarks for healthcare are being set,” said Kristin Cahill, Global CEO, GCI Group. “Asia-Pacific continues to be a major engine of growth and innovation in healthcare. With Kath’s leadership and diverse market experience, we are strongly positioned to support clients where the future of health is being shaped.”

GCI Health is one of the most highly recognised global integrated healthcare communications agencies in the world, with recent industry honours including being a PRWeek Global International Agency of the Year, PRovoke Media Global Top 40 campaign winner and a Best Agency to Work for in APAC, the UK and U.S. GCI Health is part of Burson, which is part of WPP (LSE/NYSE: WPP), the creative transformation company.