Zein Zone Launches to Elevate Brands Across Art, Culture, and Tourism in the Middle East

Dubai, UAE – September 25, 2025 — A new creative consultancy is making waves in the Middle East’s public relations and cultural management landscape. Zein Zone, founded by Zaina Kourki, has officially launched to help entrepreneurs, creative communities, and organizations in the art, culture, and tourism sectors tell their stories in ways that connect across borders and create lasting impact.

Zein Zone’s launch comes at a pivotal moment, as the Middle East accelerates investment in cultural infrastructure, creative industries, and tourism-led development. The UAE’s vision to grow its creative economy to 5% of GDP by 2031 is driving initiatives like Dubai’s Creative Economy Strategy and Abu Dhabi’s Culture Summit. Meanwhile, Saudi Arabia’s Vision 2030 includes over $64 billion allocated to cultural and entertainment projects—from AlUla’s heritage revival to Riyadh Season’s global showcases.

“The Middle East is experiencing a cultural and creative awakening,” said Zaina Kourki, Founder & Creative Director of Zein Zone. “From heritage preservation and culinary innovation to immersive tourism experiences, the region is rich with stories that deserve to be heard. Yet many voices remain underrepresented or lost in translation. Zein Zone was born to bridge that gap, helping brands communicate with clarity, authenticity, and impact. Now is the time to nurture these sectors through thoughtful storytelling and strategic visibility.”

With 20 years of experience across the Middle East, Africa, and Asia Pacific, Zaina has led award-winning campaigns and shaped brand narratives for global and regional organizations across both public and private sectors. Her expertise spans brand positioning, cultural management, PR and communications, with hands-on experience in digital-first engagement, media relations, storytelling, spokesperson training, events, and sponsorships. She previously held senior roles at AtkinsRéalis, Majid Al Futtaim, Edelman, and Grayling Middle East. A multilingual communicator fluent in Arabic, English, and Italian, Zaina brings global perspective and cultural insight to every project.

Blending strategic consultancy with a soulful approach, Zein Zone provides creative depth to organizations seeking to amplify their voice across art, culture, and tourism. While these sectors form the consultancy’s core focus, it also collaborates with partners across industries when their projects embrace an art, culture, tourism, or creative dimension. With multilingual expertise, editorial precision, and human storytelling at the heart of every collaboration, Zein Zone delivers tailored communications that resonate locally and globally. Its services span:

• PR & Media Relations

• Brand Storytelling & Editorial Strategy

• Thought Leadership & Spokesperson Positioning

• Content Creation & Campaign Planning

• Recreational Experiences & Events

• Cultural Programs & Tourism Marketing

  
  

Rooted in experiential branding, Zein Zone ensures that every message is not only heard but truly felt. The firm’s approach is hands-on, collaborative, and tailored to each client’s voice and vision. Whether launching a culinary concept, spotlighting a heritage destination, or amplifying a sustainability initiative, Zein Zone helps brands build visibility, trust, and cultural connection with their audiences.

About Zein Zone

Zein Zone is a creative consultancy bridging art, culture, and tourism in the Middle East. Through its integrated PR and communications, cultural programs, and recreational experiences, Zein Zone collaborates with entrepreneurs, creative communities, and organizations to shape meaningful narratives, co-create artistic activations, and foster cross-cultural dialogue. The consultancy is dedicated to elevating creative voices, supporting artistic ecosystems, and cultivating cultural understanding across the region and beyond.