MUST-READS

• Salesforce Expands Presence in Saudi Arabia with New Regional Headquarters in Riyadh

  Salesforce, the world’s #1 AI CRM, today announced plans to expand its presence in Saudi Arabia with a new regional headquarters in Riyadh. Salesforce also announced plans to partner with IBM to open a Center of Excellence in Riyadh. Separately, it pledged to provide upskilling opportunities to 30,000 Saudi citizens by 2030. These investments underscore Salesforce’s growing presence in the region as more companies invest in Agentforce, the digital labor platform for enterprises.

• PwC: GCC CEOs Embrace Optimism and Reinvention Amid Disruptive Change

  A recent survey by PwC revealed that CEOs in the GCC, including Oman, are among the most optimistic globally about revenue growth in 2025. Despite their confidence, regional leaders are acutely aware of the challenges posed by AI, climate concerns, and intensifying competition as industries evolve and boundaries blur. PwC Middle East Senior Partner Hani Ashkar commented that the Middle East’s optimism reflects its ability to adapt and innovate amid global challenges. He noted that regional CEOs are implementing bold strategies to drive growth, enhance competitiveness, embrace sustainability, and integrate AI, which collectively strengthen the region’s position as a dynamic business hub.

• Debate: Will the downfall of Assad reignite Gulf Arab divisions?

  The sudden downfall of Bashar Al-Assad threatens to reignite competition in Syria between Gulf Cooperation Council member states (GCC). After years of estrangement with Damascus, the United Arab Emirates (UAE) had since 2019 led an effort to normalize Arab relations with Assad. This culminated in Syria’s reintegration into the Arab League in 2023, backed by Saudi Arabia. Throughout that process, Qatar remained a holdout, refusing to engage with Assad. As forces backed by Qatar and Turkey are now in charge in Damascus, are we on a path of renewed tension among Gulf Arab states? Amwaj.media invited three experts to share their views.

• Kering holds the first edition of its Kering Generation Award X Saudi Arabia

  In 2018, Kering launched the first edition of its Kering Generation Award in China to support local start-ups with a positive environmental and social impact. Since then, the Kering Generation Award has expanded across several regions, including Saudi Arabia, with the support of the Kingdom’s Fashion Commission. This first Saudi edition focused on identifying startups with a positive impact in the areas of customer engagement, circular economy, and water conservation. During a pitching session in early January, 10 start-ups among 100 were selected by a panel of experts. These 10 finalists then benefited from tailored mentoring before their final evaluation.

• SAR, Arsenale Unveil the Final Designs of ‘Dream of the Desert’ Luxury Train: A Masterpiece of Art, Hospitality

  Saudi Arabia Railways (SAR) and Italian hospitality company Arsenale have officially unveiled the final designs of the Dream of the Desert train, the first five-star luxury train in the Middle East. This milestone marks a significant step forward in redefining luxury rail travel in the region, seamlessly blending contemporary opulence with the rich cultural heritage of Saudi Arabia. This announcement coincides with the visit of the prime minister of the Italian Republic to the Kingdom. Inspired by the desert landscape and traditional Saudi architecture, the interiors feature refined craftsmanship, with earthy tones, luxurious textiles, and intricate decorative details. Architectural elements and motifs from iconic Saudi landmarks—including Madain Saleh and Hail—are elegantly woven into the train's design, offering passengers a journey that is both visually and culturally enriching.

  • Arab News - Saudi Arabia unveils design of region’s first luxury train
• Saudi edtech UpLevel secures pre-Seed round

  The Saudi edtech startup UpLevel has raised an undisclosed pre-Seed funding round from a group of angel investors. The company provides intelligent solutions aimed at empowering individuals and organisations to achieve sustainable professional growth and enhance institutional performance. This is achieved through specialised career guidance, innovative mentoring, and training programs designed according to global standards. Founded in 2024 by Idris Alshayea and Hamad AlLuhaidan, UpLevel helps companies improve employee performance by connecting them with a network of experienced professional coaches

• Global sports pitches leader to design stadium in Saudi Arabia for World Cup 2034

  SIS Pitches, the team behind the record-breaking Kingdom Arena pitch in Riyadh, has announced it will design another major stadium in Saudi Arabia that will host some of the matches at the World Cup 2034. The company, which produces premium hybrid, synthetic, and natural pitches for a variety of sports, has partnered with Aramco Stadium in Al-Khobar. “A year on from the Kingdom Arena, our flagship project for the region, we’re thrilled to be able to announce another major project,” David Ball, Managing Director at SIS Middle East, said in a statement.

• Saudi Arabia Returns to Lebanon

  The visit of Saudi Foreign Minister, Faisal bin Farhan, to Lebanon last Thursday symbolizes a renewed interest from the Kingdom in the country, and an opportunity to tilt the balance in Lebanon against Hezbollah, and in the Levant – against Iran. The Kingdom has previously supported political forces identified with the Sunni population in Lebanon, to ensure a foothold in the country and try to curb Iran’s influence. However, over the past decade Riyadh significantly reduced its involvement and financial aid to Lebanon, due to the weakening of its local allies, including former Prime Minister Saad Hariri. In light of Hezbollah’s weakening, Joseph Aoun was appointed president and Nawaf Salam as prime minister, both identified with the camp opposed to Hezbollah and supported by Saudi Arabia. The Saudis are satisfied with these developments and see an opportunity to strengthen their influence in Lebanon: “From what I have seen so far and the ongoing discussions in Lebanon, I can be very optimistic,” said bin Farhan before his visit to Beirut. Even in Lebanon, there will be joy at the renewal of Saudi funding, and not without reason did Aoun announce that his first trip outside Lebanon would be to Saudi Arabia.

• NEOM Green Hydrogen project reaches key milestones in energy transition

  In 2024, NGHC reported achieving 60% completion across its key sites, which include a hydrogen production facility, wind garden, solar farm, and transmission grid. The installation of critical technology and the preparation of “Electrolyser 1” for a 2025 launch marked key construction milestones. NGHC is also expanding its workforce, launching a recruitment drive that attracted over 9,000 applicants and forming partnerships with educational institutions to train future talent in the sector.

• Sinem Adar: Turkey’s Syria Challenge

  If you take the words of Turkish ruling elites at their face value, Turkey, first and foremost, in the mid and long term, is interested in the stabilization of Syria. It doesn't want a failed state at its border. It defines the future of Syria in three dimensions. It wants a Syria that does not cause a terror problem to its neighbors. It does not want a Syria that causes a threat to its neighbors. It wants a Syria that reflects its diverse demography. Ankara certainly sees this moment as a moment of opportunity. That can be seen in the last couple of weeks—there has been an interesting shift in the language of some officials, but also mainly in the experts that are close to the AKP. They use the words “paradigm shift” to refer to Syria.

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