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Discover the 12 Best Shopping Malls and Must-Visit Places in Jeddah

A Retail Paradise Awaits!
Published: Saturday, March 29, 2025
Discover the 12 Best Shopping Malls and Must-Visit Places in Jeddah

Jeddah, a bustling city on Saudi Arabia's west coast, is renowned for its vibrant shopping scene. From modern malls filled with international brands to traditional souks brimming with local crafts, the city offers a diverse shopping experience that appeals to all tastes. Whether you're looking for the latest fashion, unique souvenirs, or delicious local delicacies, Jeddah is a shopper's paradise.

Al Balad Market

  • Location: Al Balad, Jeddah, Saudi Arabia
  • Opening Hours: Daily from 8:00 AM to 10:00 PM

Explore the UNESCO World Heritage site of Al Balad, a captivating area where historic homes have been transformed into vibrant art galleries and specialty cafes. As you wander through this ancient district, admire the stunning architecture featuring the iconic wooden Rawashins. Al Balad combines historical charm with modern conveniences, located just twenty minutes from top shopping centers, international restaurants, and the thrilling STC Formula 1 Saudi Grand Prix.

Al Khayyat Center

  • Location: Near AlNuwat Roundabout, Prince Mohammed bin Abdul-Aziz Street, Jeddah, Saudi Arabia
  • Opening Hours: Daily from 10:00 AM to 11:00 PM

Al Khayyat Center is a premier shopping destination located near the AlNuwat roundabout on Prince Mohammed bin Abdul-Aziz Street. Known for its collection of high-end fashion and luxury jewelry brands, it is conveniently situated just six minutes from the Ritz Carlton Hotel and seven minutes from Alhamra Cornish.

Shopping Experience

The center features two sections: one dedicated to prestigious global brands like Chanel, Gucci, and Prada, and another for jewelry enthusiasts with names such as Louis Vuitton and Dior. Footwear and handbag selections include Tod’s and Burberry.

Beauty and Wellness

For relaxation and pampering, visit the luxurious salon "Malda Al Khayyat," offering a variety of beauty services. Al Khayyat Center 2 also features renowned salons like "Jamalouki" and "Bouthaina," known for their exceptional service.

Culinary Offerings

Take a break at the cafes in Al Khayyat Center 2, which serve exquisite coffee. Notable spots include Sculpture Cafe for its French toast and flat white, and Caffeine Lab, which offers high-quality coffee beans. For a fine dining experience, consider reserving a table at Diora's for Mediterranean cuisine.

Local Boutiques

Discover unique local boutiques, including "Amani Al Habshi - Memen" for stylish Abayas and “AG Ain Ghain” for watches and sunglasses. Concept stores like Makeen enhance the shopping experience with curated selections.

Jeddah Boulevard

  • Location: Al Shati District, Jeddah, Saudi Arabia
  • Opening Hours: Daily from 10:00 AM to 12:00 AM

Jeddah Boulevard offers a luxurious blend of shopping, dining, and relaxation, all set against a backdrop of beautiful fountains—perfect for family outings.

Elegant Atmosphere

Since its opening in 2015, Jeddah Boulevard has become a bustling hub for luxury shopping and gourmet dining. This modern venue showcases a wide range of high-end brands and celebrated cafes.

Fashion Highlights

Fashion lovers will find iconic brands such as Prada, Gucci, and Balenciaga, alongside exclusive offerings from Dolce & Gabbana and Jimmy Choo.

Dining Experiences

The Boulevard is home to various international restaurants with both indoor and outdoor seating. Enjoy authentic Lebanese cuisine at Karam Beirut or indulge in Asian dishes at Novikov and Baco.

Coffee Shops

A variety of cafes throughout Jeddah Boulevard provide quality coffee and pastries. Dots Donut is especially popular for its fresh donuts and unique toppings.

Jeddah Park

  • Location: Al Shati District, Jeddah, Saudi Arabia
  • Opening Hours: Daily from 10:00 AM to 11:00 PM

Jeddah Park features an expansive design with outdoor fountains and spacious interiors, offering luxury shopping, cozy cafes, a cinema, and a diverse food court, making it ideal for families.

Shopping Variety

This destination hosts a wide array of international brands, including Tommy Hilfiger and Zara. Visitors can also explore beauty shops like L’Occitane and Inglot.

Family Entertainment

Children can enjoy attractions like “Octo City,” with live shows and interactive play. “Strike 10” offers bowling and other fun activities.

Dining Options

After shopping, dine at the acclaimed “C house Milano” or grab a quick bite from popular fast-food chains. Numerous cafes provide a cozy atmosphere, including “Paul” and “Candy Tree Cafe” for local desserts.

Cultural Experience

Visit the House of Islamic Arts, showcasing over 1,000 art pieces from various cultures, marking it as the first of its kind in Saudi Arabia.

Le Prestige Mall

  • Location: Al Shati District, King Abdul Aziz Branch Road, Jeddah, Saudi Arabia
  • Opening Hours: Daily from 9:00 AM to 11:00 PM

Le Prestige Mall is a luxurious shopping destination featuring stunning architecture and spacious interiors, perfect for leisurely strolls, coffee breaks, and fine dining.

Strategic Location

The mall is located in the Al Shati district along King Abdul Aziz branch road, and operates daily from 9:00 AM to 11:00 PM, showcasing its elegant design with glass domes and marble floors.

Dining Diversity

Visitors can enjoy a variety of international cuisines, including Brazilian dishes at Brasa de Brasil and Italian fare at L'Antica Pizzeria Da Michele. The mall also offers tropical dining experiences at Pongo Restaurant.

Cafe Offerings

Le Prestige Mall features several cafes, including Urth Café and Esquires, which provide a comfortable atmosphere for enjoying coffee and desserts.

Retail Variety

Shoppers can explore a wide range of stores, from gourmet chocolate shops like Jeff De Bruges to local oud and perfume retailers.

Mall of Arabia

  • Location: Near King Abdulaziz International Airport, Jeddah, Saudi Arabia
  • Opening Hours: Daily from 10:00 AM to 12:00 AM

Located just ten minutes from the airport, Mall of Arabia is a vast shopping destination featuring around 408 stores that cater to both international and local tastes.

Family-Friendly Environment

Spanning approximately 261,000 square meters, Mall of Arabia offers ample parking and various entertainment options, making it a popular choice for families.

Kid's Attractions

The mall features Kidzania, an indoor play village that encourages creativity through role-playing. Other attractions include Sparkies play zone and an exciting ice rink for kids.

Dining and Relaxation

A mix of international and local restaurants and cafes are available, with Grand Concerto providing an upscale atmosphere for coffee lovers and Smit Sarai offering delicious pastries.

Cinema Experience

Enjoy the unique Movi Cinema, showcasing both Saudi and international films in a state-of-the-art environment, complete with tasty popcorn and nachos.

Extensive Shopping Choices

With brands like Coach and Michael Kors, along with sportswear and children’s clothing, Mall of Arabia offers an extensive selection for every shopper.

Red Sea Mall

Red Sea Mall stands as a vibrant hub for families and friends, embodying a lively and joyful atmosphere. Spanning 242,000 square meters, it is one of the largest shopping centers on the western coast of Saudi Arabia, conveniently located by the waterfront in Jeddah.

Location:
Al-Muhammadiyyah, Jeddah 21512, Saudi Arabia

Opening Hours:

  • Sunday to Wednesday: 9:00 AM – 11:00 PM
  • Thursday to Saturday: 9:00 AM – 12:00 AM

Shopping Experience

Step into a world of fashion with over 600 stores at Red Sea Mall, where you can find the latest styles for men and women. This vast selection includes renowned international brands like Burberry, Beverly Hills Polo Club, and Polo Ralph Lauren. Beyond apparel, explore home decor at West Elm, featuring chic furnishings and accents. Health and beauty products are available at Virgin World, along with office supplies and electronics, ensuring every need is met.

The mall also showcases luxurious fragrance boutiques such as Paris Gallery and Joe Malone, offering exclusive scents, as well as must-have perfumes from Penhaligon's. For a refreshing makeover, the Henna salon is an excellent option.

Entertainment Options

Red Sea Mall is not just about shopping; it’s a complete entertainment experience. Enjoy thrilling films at Vox Cinema, featuring 3D IMAX technology for an immersive viewing experience. With a wide range of snacks available, from sweet and salty popcorn to fast food, your movie night is sure to be enjoyable.

Events and Activities

The event hall at Red Sea Mall is a vibrant venue for various activities and celebrations. From national events to corporate gatherings, the lively ambiance ensures that every visit is unforgettable, filled with excitement and engagement.

Dining Selection

With over 80 restaurants and cafes, dining options abound at Red Sea Mall. Whether you're craving Chinese, Japanese, or delicious Italian pizza, there’s something for everyone. Coffee lovers will find a plethora of premium options, while the delightful aromas from Paul’s French café evoke the charm of Paris. Indulge in Godiva chocolates for a sweet finish to your meal.

Luxurious Accommodation

Adjacent to the mall is Elaf Red Sea, a boutique hotel that combines elegance with convenience. This hotel offers easy access to the Jeddah Waterfront, the airport, and the city center, making it an ideal choice for business and leisure travelers. With a focus on privacy and luxury, Elaf Red Sea is ISO 9001 certified, ensuring top-notch hospitality.

Family-Friendly Fun

Families can enjoy a variety of activities, from bowling and pool at the In10SO center—Saudi Arabia’s premier indoor karting venue—to thrilling virtual reality experiences at the Tech Zone. Kids can explore dedicated play areas like Sparkies and Adventura Arena, designed for ages one to eight, ensuring endless entertainment.


Souq Al Alawi

Dating back to 1716, Souq Al Alawi is one of the oldest and most vibrant markets in Historic Jeddah. Once a vital stop for pilgrims traveling to Makkah, this bustling open-air bazaar is filled with activity. Visitors can discover a variety of authentic Arabian jewelry, incense, traditional attire, spices, herbs, and remedies, making it a quintessential part of Jeddah's cultural landscape.

Location:
Historic Jeddah, Saudi Arabia

Opening Hours:

  • Saturday to Thursday: 9:00 AM – 10:00 PM
  • Friday: Closed

Souq Al Badu

Just steps away from Bab Makkah, Souq Al Badu is an open-air market rich in tradition. The inviting scent of incense fills the air, and this souq has gained fame for its exquisite women’s clothing, fabrics, scarves, and traditional handicrafts.

Location:
Near Bab Makkah, Historic Jeddah, Saudi Arabia

Operating Hours:

  • Saturday to Thursday: 9:00 AM – 10:00 PM
  • Friday: Closed

Souq Al Jamei

Located near Al Shafi'i Mosque, Souq Al Jamei is a symbol of community and tradition. Particularly lively during Ramadan, it offers a unique assortment of fabrics, women’s clothing, and accessories. Its close proximity to Souq Al Badu makes it a bustling meeting point for traders and visitors, fostering a vibrant exchange of goods and stories.

Location:
Near Al Shafi'i Mosque, Historic Jeddah, Saudi Arabia

Opening Hours:

  • Saturday to Thursday: 9:00 AM – 10:00 PM
  • Friday: Closed

Souq Al Nada

Souq Al Nada has long been a center for maritime trade and is celebrated in Arabic literature for its appeal. Today, the lively lanes are filled with shops offering local delicacies and custom tailoring, emphasizing its role as a vibrant symbol of Historic Jeddah's cultural and commercial heritage.

Location:
Historic Jeddah, Saudi Arabia

Opening Hours:

  • Saturday to Thursday: 9:00 AM – 10:00 PM
  • Friday: Closed

Souq Qabil

One of Jeddah’s oldest business districts, Souq Qabil dates back to the early 20th century. Known for its gold and currency exchange shops, it continues to thrive with traditional goods. Historic buildings constructed from coral stone stand as a testament to the district's rich cultural heritage.

Location:
Historic Jeddah, Saudi Arabia

Opening Hours:

  • Saturday to Thursday: 9:00 AM – 10:00 PM
  • Friday: Closed

In summary, Jeddah provides an exciting shopping landscape that combines contemporary retail with rich cultural heritage. With its variety of shopping venues, the city ensures an enjoyable experience for every visitor, making it a must-visit destination for anyone looking to explore the best of Saudi Arabian commerce and culture.

Major Investment Empowers Four Wildlife Trusts to Connect More Children and Families with Nature

Published: Wednesday, June 04, 2025
Major Investment Empowers Four Wildlife Trusts to Connect More Children and Families with Nature

Four Wildlife Trusts in England—the London Wildlife Trust, Birmingham and Black Country Wildlife Trust, Wildlife Trust for Lancashire, Manchester and North Merseyside, and Northumberland Wildlife Trust—have received a major multi-million-pound investment through the "Championing Nature" programme, a six-year initiative funded by The All England Lawn Tennis Club and Emirates.

This partnership is specifically designed to bridge the gap between urban communities and the natural world, with a strong emphasis on reaching disadvantaged children, young people aged 16-24, and families who often have limited access to green spaces.

Research underpinning the programme revealed that about one in eight children from low socio-economic backgrounds under the age of 12 has never experienced nature firsthand. Key barriers include a lack of nearby green space facilities (21%) and the cost of transport to such areas (17%). Parents have reported that when their children do spend time in nature, they see notable improvements in mood, happiness, physical activity, and overall health.

Each Wildlife Trust will use the funding to deliver tailored projects in their local urban areas. For example, the Birmingham and Black Country Wildlife Trust plans to provide interactive nature-based education sessions for schools—focusing on those with the least access to green space—and launch year-round outreach events for young people and the wider community. The Trust will also upgrade its Centre of the Earth environmental education site.

The Wildlife Trust for Lancashire, Manchester and North Merseyside will focus on community-driven initiatives in Wythenshawe, Greater Manchester, including workshops, school partnerships, habitat restoration, and the creation of a nature corridor. Northumberland Wildlife Trust aims to enhance nature connection in urban and suburban areas through school partnerships, educator training, youth activism, and potentially managing a section of a country park in North Tyneside for the next 40 years, co-designed with the local community.

The programme was launched at the AELTC’s Community Tennis Centre at Raynes Park, with naturalist Steve Backshall MBE as its ambassador. Backshall emphasized the transformative benefits of nature connection for young people and expressed excitement about the positive changes the initiative will bring to urban communities.

Overall, "Championing Nature" is set to create a lasting legacy by improving urban green spaces, providing environmental education, and ensuring that future generations—regardless of background—can benefit from meaningful experiences with nature.

Qatar Airways Group Reports Record-Breaking Financial Year, Marking Strongest Performance in History

Published: Monday, May 19, 2025
Qatar Airways Group Reports Record-Breaking Financial Year, Marking Strongest Performance in History

Qatar Airways Group has unveiled its most impressive financial performance to date, reporting a record net profit of QAR 7.85 billion (US$2.15 billion) for the fiscal year ending March 31, 2025. This figure marks a 28% rise over the previous year, highlighting the airline’s strong recovery and growth. The Group’s total revenues climbed to QAR 86 billion (US$23.4 billion), up from QAR 80.9 billion (US$22.1 billion), as passenger numbers surged to 43.1 million-an increase of more than 3 million compared to last year.

The airline’s cargo operations also saw remarkable growth, with revenues jumping by 17%, representing the division’s best performance since the pandemic. This success is credited to Qatar Airways’ swift response to market changes, ongoing investments in digital technology, and a focus on data-driven strategies that improved operational efficiency.

A key factor in these results was the expansion of Hamad International Airport, which now accommodates over 65 million travelers annually thanks to the addition of new concourses and state-of-the-art boarding systems. These upgrades have not only increased capacity but also enhanced passenger experience with advanced automation and sustainability initiatives, further establishing Doha as a major global transit hub.

Looking to the future, Qatar Airways has made substantial investments, including a historic $200 billion deal with Boeing for 160 new widebody aircraft-the largest order of its kind. This move is set to modernize the airline’s fleet and support its ongoing network expansion.

CEO Engr. Badr Mohammed Al-Meer attributed the company’s record-breaking year to its renewed focus on talent development, operational excellence, and strategic partnerships. With a workforce of over 55,000 employees worldwide, Qatar Airways continues to set benchmarks in the aviation industry, demonstrating resilience and adaptability amid a dynamic global market.

Chairman HE Saad Sherida al-Kaabi praised the airline’s achievements, noting that they stem from careful planning and the dedication of its staff. These historic results not only reinforce Qatar Airways’ leadership in the sector but also signal its growing influence in the global economy.

Emirates Group Posts Record AED 22.7B Profit, Tops Global Aviation in 2024–25

Published: Sunday, May 11, 2025
Emirates Group Posts Record AED 22.7B Profit, Tops Global Aviation in 2024–25

The Emirates Group has announced its strongest financial results ever for the fiscal year ending March 31, 2025, posting a record pre-tax profit of AED 22.7 billion (US$ 6.2 billion), marking an 18% increase compared to the previous year. The Group’s total revenue climbed 6% to AED 145.4 billion (US$ 39.6 billion), while cash reserves rose by 13% to reach AED 53.4 billion (US$ 14.6 billion).

Earnings before interest, taxes, depreciation, and amortization (EBITDA) also hit a new high of AED 42.2 billion (US$ 11.5 billion), reflecting strong operational efficiency.

At the forefront, Emirates airline delivered a pre-tax profit of AED 21.2 billion (US$ 5.8 billion), up 20%, alongside record revenues of AED 127.9 billion (US$ 34.9 billion). The airline’s cash holdings increased by 16% to AED 49.7 billion (US$ 13.5 billion). Emirates expanded its route network to 148 cities across 80 countries, introducing new destinations such as Bogotá and Madagascar, while resuming flights to major cities including Phnom Penh, Lagos, Adelaide, and Edinburgh.

The carrier enhanced services to 21 destinations and strengthened its global connectivity through 33 codeshare and 118 interline agreements, providing access to over 1,750 cities worldwide. Passenger and cargo capacity grew by 4% to 60.0 billion Available Ton Kilometers (ATKMs), nearing pre-pandemic levels. The fleet expanded with the addition of Airbus A350 aircraft, bringing the total to 260 planes, with an average fleet age of 10.7 years and a substantial order backlog to support future growth.

Dnata, the Group’s aviation services division, also posted solid gains, recording a pre-tax profit of AED 1.6 billion (US$ 430 million), a 2% increase, and revenues up 10% to AED 21.1 billion (US$ 5.8 billion). The division’s cash reserves stood at AED 3.7 billion (US$ 1 billion).

This fiscal year was the first affected by the UAE’s newly implemented corporate tax, resulting in a 9% tax charge and a net profit after tax of AED 20.5 billion (US$ 5.6 billion). The Emirates Group declared a dividend payout of AED 6.0 billion (US$ 1.6 billion) to its sole shareholder, the Investment Corporation of Dubai. Additionally, employees will benefit from a record bonus equivalent to 22 weeks’ salary.

Chairman Sheikh Ahmed bin Saeed Al Maktoum attributed the Group’s exceptional performance to strong leadership, a resilient business model, and Dubai’s dynamic economic environment. He highlighted plans to reinvest profits into enhancing customer experience, employee welfare, and technological advancements to maintain the Group’s competitive edge.

Emirates’ ongoing network expansion, operational excellence, and premium service focus have solidified its status as the world’s most profitable airline and positioned the Emirates Group as the leading global aviation group for the 2024-25 financial year.

Saudi Arabia’s Aviation Sector Expands with $90 Billion Economic Boost

Published: Saturday, May 10, 2025
Saudi Arabia’s Aviation Sector Expands with $90 Billion Economic Boost

Saudi Arabia’s aviation industry is soaring to new heights, now contributing a staggering SAR340 billion ($90.6 billion) to the national economy—8.5% of the Kingdom’s GDP—according to the latest report by the International Air Transport Association (IATA). This powerful growth underscores the nation’s ambitious vision to transform into a global aviation powerhouse and top-tier tourist destination.

The IATA’s findings reflect the Kingdom’s strategic investments in infrastructure, talent development, and digital innovation—elements poised to push the aviation sector’s economic contribution even higher in the years ahead. These developments are part of a broader national effort to diversify the economy and reduce reliance on oil, positioning aviation as a key pillar of Saudi Arabia’s Vision 2030.

Building a World-Class Air Network

Saudi Arabia is making massive strides to upgrade and expand its aviation infrastructure. Major projects like the expansion of Jeddah’s King Abdulaziz International Airport and the construction of a new state-of-the-art airport in Riyadh are designed to significantly boost passenger capacity and enhance the travel experience. These developments aim to draw more international airlines and travelers, cementing the Kingdom’s status as a central hub connecting Europe, Asia, and Africa.

In tandem, the government is embracing advanced digital technologies to improve efficiency and customer satisfaction at its airports. Smart systems for baggage handling, automated check-ins, and cutting-edge security measures are streamlining operations and setting new standards for passenger convenience.

Investing in People, Powering the Future

Recognizing that no industry can thrive without skilled human capital, Saudi Arabia is heavily investing in aviation-focused education and training. IATA’s report emphasizes the importance of developing a workforce that can meet the demands of this rapidly evolving sector. Programs offering scholarships, internships, and specialized training are being rolled out in collaboration with industry and academic partners to prepare the next generation of aviation professionals.

Currently, the aviation industry directly employs 141,000 people and supports 1.4 million jobs across the Kingdom, encompassing everything from air transport to tourism and supply chain services.

Beyond the Runway: Aviation’s Broader Economic Reach

The aviation sector’s economic impact extends far beyond airports and airliners. It plays a catalytic role in fueling related industries such as hospitality, retail, and logistics. As air connectivity improves, tourism flourishes—bringing with it increased demand for hotels, restaurants, and transportation services, and creating a ripple effect of job creation and investment.

Saudi Arabia’s strategic location further enhances its appeal as a global transit hub. Positioned at the intersection of major international travel and trade routes, the Kingdom is uniquely placed to capitalize on rising demand for both passenger and cargo services.

Jazeera Airways Reports Record Q1 Profits Amid Bold Expansion and Digital Transformation

Published: Friday, May 09, 2025
Jazeera Airways Reports Record Q1 Profits Amid Bold Expansion and Digital Transformation

Jazeera Airways has hit cruising altitude on its transformation journey, posting a record-breaking first-quarter net profit of KD4.7 million ($15.33 million) — a staggering 274.8% jump compared to the same period last year.

The Kuwaiti low-cost carrier attributes this milestone to a potent mix of digital transformation, cost optimization, and a laser-sharp focus on revenue diversification. Group operating revenue climbed 15.5% year-on-year to KD53.6 million, as passenger demand soared and the airline continued to expand its footprint.

“This performance demonstrates that our five-year growth plan and focused investments in digital transformation as well as the expansion of our ancillary revenue streams are delivering tangible outcomes,” said Marwan Boodai, Chairman of Jazeera Airways. “Our focus on delivering the lowest unit cost, particularly in aircraft and operational areas, has further reinforced Jazeera’s foundation for sustained profitability.”

Passenger traffic rose 7.7% to 1.2 million in Q1 2025, pushing Jazeera’s market share to 32.3% — securing its position as Kuwait’s largest carrier for the quarter. Ancillary revenues surged by 29.1% to KD5.1 million, reflecting the growing success of the airline’s add-on services.

Q1 2025 Highlights at a Glance:

  • Operating Revenue: KD53.6 million (+15.5% YoY)

  • Operating Profit: KD6.8 million (+430.7% YoY)

  • Net Profit: KD4.7 million (+274.8% YoY)

  • Passengers: 1.2 million (+7.7% YoY)

  • Ancillary Revenue: KD5.1 million (+29.1% YoY)

  • Load Factor: 78.7% (slightly down 0.6%)

Strategic Expansion & Innovation

During the quarter, Jazeera resumed flights to Sarajevo and unveiled its most ambitious summer network to date — launching new routes to Budapest, Sochi, Yerevan, and Hurghada. It also introduced innovative ancillary bundles under the “Hayakom” brand at its dedicated Terminal 5, and flexible travel products like Cancel for Any Reason (CAFR) and Disruption for Any Reason (DAFR).

Digital Transformation and Future-Ready Fleet

Jazeera’s digital strategy is gaining altitude, marked by the rollout of a new Passenger Service System and the first phase of a next-gen Customer Experience and Feedback Intelligence platform. These advancements are set to enhance traveler engagement and operational efficiency.

As part of its fleet modernization, the airline is on course to reconfigure its aircraft to a 180-seat layout by Q4 2025 and is preparing to welcome 26 new aircraft starting in 2026. This includes 18 A320neo and 8 A321neo jets, aimed at fueling its market expansion and boosting e-commerce capabilities.

Leadership and Outlook

Supporting its high-flying ambitions, Jazeera has appointed new leadership, including Captain Ayman Alshammari as Chief Operating Officer, Ginny Sethi as Chief People Officer, and Paul Carroll as Chief Commercial Officer.

With over 700,000 seats slated for the busy summer travel period and major upgrades underway at Terminal 5, Jazeera is poised for continued ascent — solidifying its status as a regional aviation powerhouse.