Dubai’s economic and business scene is witnessing remarkable transformations with several new initiatives aimed at innovation, collaboration, and growth. Among these is the recent launch of the influencer marketing agency Bees & Honey, which promises to revolutionize how brands engage with digital audiences across the region.
Bees & Honey, which has opened offices in both Dubai and Riyadh, seeks to cater to the booming creative economy of the UAE and Saudi Arabia. Managing Director Colin Talbot emphasized the potential of influencer marketing, noting, "The creative economy in the UAE and KSA is experiencing unprecedented growth, presenting brands with unique opportunities to engage highly connected digital audiences through influencer marketing." This agency aims to create data-driven strategies and comprehensive creative solutions to maximize brand impact.
Tatum Greig, Head of Influencer at Bees & Honey, pointed out the significant gap they intend to fill: "We saw a major gap in the market for influencer-first strategies...to offer brands a no-nonsense, data-driven approach..." By placing content creators at the core of brand storytelling, the agency hopes to bridge the gap between creativity and measurable marketing outcomes.
Besides the launch of Bees & Honey, Dubai is set to become home to the world's tallest resort, Therme Dubai, which will serve as the Middle East’s first integrated wellbeing destination. The AED 2 billion project, approved by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, will be located at Zabeel Park and is expected to be completed by 2028.
Spanning 500,000 square feet and reaching 100 meters high, Therme Dubai is anticipated to attract approximately 1.7 million visitors annually. With attractions such as Michelin-star dining, multiple waterfalls, and extensive waterslides and pools, it promises to be more than just a resort. Designed with sustainability at its core, the facility will recycle 90% of water from its thermal pools and utilize clean energy for 80% of its cooling needs.
The innovative design, led by DS+R (Diller Scofidio + Renfro), is likely to redefine wellness tourism, aligning perfectly with Dubai's "Wellbeing for All" initiative. "With its innovative design and focus on sustainability, Therme Dubai is set to..." another spokesperson affirmed, highlighting its expected impact on the local and global tourism sectors.
Shifting focus to international collaboration, during President His Highness Sheikh Mohamed bin Zayed Al Nahyan’s recent visit to Italy, the UAE announced plans to invest around $40 billion. The visit culminated with over 40 new agreements, aiming to deepen trade relations and explore new opportunities, particularly within sectors like sustainable energy, artificial intelligence, and defense.
This investment initiative includes the establishment of partnerships on data centers and AI, reflecting both countries’ commitment to advancing technological innovation. Similarly, agreements concerning lunar exploration between the Mohammed Bin Rashid Space Centre and Italy’s space agencies symbolize the growing cooperation between the two nations.
Highlighting non-oil trade growth, UAE exports to Italy reached approximately $1.57 billion last year, with notable contributors being over 600 Italian companies operating within the UAE. This investment solidifies the strategic partnership between the UAE and Italy, with each side promising to advance trade through dialogue and collaborative business forums.
Lastly, the acquisition of Dubai-based startup Seez by UK-based Pinewood.AI marks another significant development, valued over $40 million. This deal aligns with the growing demand for advanced technology solutions within the automotive sector. Tarek Kabrit, CEO of Seez, expressed enthusiasm about the acquisition, emphasizing the synergy between the two companies at this pivotal moment within the automotive industry.
Pinewood is set to complete its acquisition by March 19, 2025, taking control of all outstanding shares of Seez. This strategic move aims to create next-generation platforms empowering dealerships with innovative tools, resulting from their cumulative investment of $46.2 million, which could strengthen the automotive technology sector across the region.
The convergence of these various projects and agreements signifies Dubai’s commitment to economic and business growth. From influencer marketing innovations through Bees & Honey to the ambitious Therme Dubai resort, the UAE’s project collaborations and international investments not only aim to bolster local tourism but also reflect the global interconnectedness of economies.