After a remarkable development in travel & tourism, Gulf Cooperation Council (GCC) countries are committed to build consistency across the region while remaining unique and authentic, as shown by Connecting Travel Insight Report 2024, powered by Mabrian travel intelligence.
How This Luxurious Dinner In The Desert Became Dubai’s Latest Craze
07.05.2024 - 20:01 / forbes.com
Immersive and unique travel experiences are big business. Especially when they take place in the desert: Two years ago the global desert tourism market was already valued at $178 billion. And it is predicted to reach $248.83 billion by 2031—a growth rate of 3.78% from 2023 to 2031.
In the midst of this booming market, Stephanie Reichenbach managed to carve out a niche. The European native originally moved to Dubai for her role in private banking at Barclay’s. But she eventually decided to become her own boss when she founded Sonara, a novel luxury dinner and event experience in Dubai’s desert.
Sonara is an acronym for her and her husband’s first initials, as well as her four sons, Neil, Adam, Ryan and Adrian. Not entirely by coincidence, "nara" also means "small, sparkling fire" in Arabic.
Reichenbach’s dinners take place in the Dubai Desert Conservation Reserve, a vast, gated area 45 minutes southeast of downtown. The DDRC is larger than the country of Liechtenstein or Washington D.C. and the 87 square miles account for 5% of Dubai’s landmass.
It was set up in 2003 by the Emir of Dubai, Sheikh Mohammed bin Rashid al-Maktum, to ensure that the area’s Arabian heritage doesn’t get lost during the rapid growth of the glittering city right next to it. It serves as a sanctuary for Dubai’s unique desert flora and fauna, like the Arabian gazelles and white oryx.
The rules for visitors are therefore strict; only pre-approved guided tours can enter the gates at specific times and only a handful of chosen businesses operate inside the fence.
Sonara guests arrive at the park a few hours before sunset. Land Rovers shuttle them past seemingly endless golden dunes, until copious amounts of shimmering lights appear ahead: Those are the torches, candles and string lights of the Sonara camp. They almost seem like a Fata Morgana in the middle of the wilderness.
And the magic doesn’t end there: The camp’s setting is reminiscent of 1001 Nights. Burning torches light the paths into the camp, a traditional oud player delivers Arabian songs while colorfully decorated camels rest in the shade nearby. Large white hammocks sway softly in the early evening breeze, ready to welcome guests.
The immaculate attention to detail in the design is unusual for desert tours. As is the focus on a high-end food and beverage concept. For a reason, as Reichenbach says: “I thought to myself: If we have such wonderful restaurants and bars nearby in the city, why shouldn’t we bring some of that into the desert?”
Before she launched Sonara, she tested her concept on friends and family. "I began by inviting small groups to dinners under the stars in a part of the desert that is open to the public. And to my surprise, the feedback was always very
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