For Saudi Arabia, it was lights, camera, action during this year’s ILTM (International Luxury Travel Market), as the kingdom stepped into the spotlight at the famed “Palme d’Or” – Cannes’ most iconic restaurant nestled within the legendary Martinez Hotel.
Adorned with cinematic treasures, the restaurant has recently been re-imagined by celebrated chef Jean Imbert. Known for hosting the “official dinner” of each Cannes Film Festival jury, the venue boasts an illustrious history. The redesigned space, which reopened this past European summer, features a curated collection of film props, memorabilia, and posters that evoke the glamour of cinema’s golden era.
Imbert’s personal touch is evident in the collection, which includes original Palme d’Or-winning film posters from classics like Apocalypse Now, The Mission, Taxi Driver, and Pulp Fiction. Unique props such as Leonardo DiCaprio’s sunglasses from The Wolf of Wall Street and set pieces from Jurassic Park add a touch of Hollywood magic.
A Saudi evening to remember
It was only fitting that the stunning landscapes and rich culture of Saudi Arabia would take centre stage in this prestigious Cannes venue. The Saudi Tourism Authority hosted an exclusive dinner for 40 of the world’s top luxury travel industry professionals, creating a memorable evening that blended culture, business, and luxury.
The goal of the evening? Not to persuade, but to reinforce the goodwill Saudi Arabia is cultivating with Europe’s elite travel advisors and concierges—those catering to high-net-worth clients seeking undiscovered destinations. Sites like AlUla, the Red Sea, and Diriyah remain untapped treasures for many of these discerning travellers, and this event provided a captivating preview.
The dinner was organised by Bakor Altayar, Trade Accounts Director for Southern Europe at the Saudi Tourism Authority, and sponsored by Boutique Group. The event also featured presentations from key Saudi entities participating in ILTM, including Boutique Group, Red Sea Global, AlUla, and Diriyah.
Official representatives and key figures
The Saudi delegation was well-represented by prominent figures, including:
- Feras Abualhamayel (Saudi Tourism Authority)
- Sami Alogla (PR & Communication Director, Boutique Group)
- Khawlah Alfozan (Boutique Group)
- Vito Anzelmi (Representing RCU)
- Turki Al-Shalawi (Senior Manager of Sales Development, Travel Trade – EU & UK, Red Sea Global)
- Nashwa ALdaghash (Strategy & Research, Marketing & Events Management, Diriyah Company)
- Naïf Awlia (Tourism & Engagement Director, Diriyah)
They were joined by an illustrious group of travel advisors and industry experts, including:
- Latifa Regenbogen (Founder and CEO, Luxury Travel by Latifa)
- Andrea Vanucci (Sporting Vacanze, Italy)
- Lyndsey Walton (Select London Lifestyle)
- Vittoria Casetto (Travel Designer, L’Impronta Viaggi)
- Fabio Toffanello (CEO and Founder, Travel Emotion Design)
- Susanne Mendi (Product Manager, Art of Travel GmbH)
- Gérard Lefebvre (Founder – Saudi Arabia for Elites)
- Richard Barnes (Editor-in-Chief – Saudi Arabia for Elites)
The Martinez Hotel’s General Manager, Michel Cotteray, who also leads EHMA (European Hotel Managers’ Association) France/Monaco, graciously welcomed the attendees.
Boutique Group: redefining luxury hospitality
Sami Alogla provided insights into Boutique Group’s ambitious projects, which include transforming historic palaces into ultra-luxury boutique hotels. Fully owned by Saudi Arabia’s Public Investment Fund (PIF), Boutique Group supports the Ministry of Tourism and Ministry of Culture’s vision to elevate the Kingdom’s tourism sector.
Among its portfolio are:
- The Red Palace (Riyadh): Once home to King Saud and later the Council of Ministers, this property is steeped in history.
- Al Hamra Palace (Jeddah): A landmark that has hosted some of the world’s most prominent figures.
- Tuwaiq Palace: An architectural marvel in Riyadh and winner of the Aga Khan Award.
The first “soft opening” is slated for November 2025, promising travellers an immersive experience, harmonising tradition and modernity.
Presentations covering the latest developments at the Kingdom’s key internal destinations – such as the Red Sea, AlUla and Diriyah, were designed to give the travel professionals the information they require to make the right choices for their elite clients.
By blending cinematic heritage with Saudi culture and hospitality, the evening highlighted the Kingdom’s unique offerings to an elite audience. As Saudi Arabia continues to redefine luxury tourism, events like this underscore its commitment to excellence, innovation, and sustainability.
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