In the heart of the Ashar Valley in AlUla, Saudi Arabia, rises something extraordinary: Maraya, the world’s largest mirrored building. From afar, it appears almost unreal – shimmering like a desert mirage, warping and dissolving into the rocky landscape. Up close, it reflects the sandstone cliffs and endless sky around it. Fittingly, Maraya means “mirror” in Arabic.
Architect Florian Boje of Gio Forma reportedly said that no structure could rival the raw beauty of the valley, so instead, he chose to honour it. Maraya would not compete with nature but reflect it. The result is both bold and humble, a striking architectural paradox. And, unsurprisingly, a social media phenomenon. Every time I passed by, it was surrounded by clusters of selfie-takers and content creators.
The night I dined at Maraya Social, Michelin-starred chef Jason Atherton’s restaurant atop the building, the scene was buzzing. Inside, Riyadh Air was hosting a private event. The airline, which hasn’t yet launched its first flight (slated for late 2025), is already positioning itself as a game-changer. In the words of CEO Tony Douglas, this is “the Kingdom’s Emirates, the Kingdom’s Qatar Airways – but bigger and better.”
Their ambitions are bold: 100 global destinations by 2030, sustainable practices, and a radically elevated travel experience. The event celebrated their sponsorship of the first Instagram Creators Summit in AlUla, where nearly 50 influencers from across the MENA region were being courted, captivated and perhaps quietly challenged.
Because alongside the glamour was a message. At the Summit, held at the Banyan Tree resort, a Meta executive addressed the crowd with a warning: “We are entering a before-and-after moment with AI.” One in two people already follows an AI influencer, he said – avatars that generate 20–30% more engagement than their human counterparts. Designers are now creating virtual fashion lines for them. “This,” he said simply, “is your competition.”
His advice to the influencers was clear: offload the mechanics of content creation and focus on your humanity. Lean into authenticity. Get reflective. Reinvent your brand, your voice, your value.
As I watched these digital power brokers absorb this message, I was reminded of an earlier shift – when traditional travel agents resisted the wave of the internet. Many didn’t adapt. And many disappeared.
That’s why Maraya felt so symbolic to me. It doesn’t try to outshine the landscape, it mirrors it. It is both reflective and inventive. And that, I believe, is the mindset everyone in travel needs today.
A different reflection depending on your view.
Whether you’re a legacy travel agent or a new influencer, an ambitious airline or a historic destination like AlUla trying to stay relevant in 15-second clips, success lies in that delicate balance. Pause to reflect. Be willing to reinvent.
As Jeremy Jauncey, CEO of Beautiful Destinations, quipped on our panel, AI influencers may be easier to work with. “They do what they’re told and they don’t complain or sulk.” But people still crave connection. Real stories. Real voices.
And those, at least for now, can’t be mirrored or manufactured.
Catching the evening light at Maraya.
