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DUBAI: Passengers traveling between Amman and Damascus could be taking the train as early as the end of 2026, with both countries determined to restore a historic rail link that once connected the Levant with the holy cities of Madinah and Makkah.

A high-level meeting in Amman last month saw Jordan, Syria, and Turkiye agree to work together on reviving the historic railway.

Under the agreement, Turkiye will support Syria with reconstruction efforts, while Jordan will provide locomotive maintenance.

Although details regarding timelines remain limited, Zahi Khalil, director-general and deputy chairman of the Jordan Hijaz Railway at the Jordanian Ministry of Transport, said plans are well underway and could allow passenger services between the two capitals as soon as next year.

“Turkiye agreed in September to support the repair of the railway section between Damascus and the Jordanian border. They will completely restore it,” Khalil told Arab News on the sidelines of the Global Rail Conference in Abu Dhabi last week.

“Regarding the connection process — the link between Damascus and Amman — it could be ready by the end of next year, 2026. So possibly in the last quarter of next year, we’ll have the first passenger trip between Amman and Damascus.”

Khalil said the initial phase of the project will focus on passenger transport, but there are also plans to upgrade the route for freight trains within the next three to five years. This, however, will require significant infrastructure upgrades to handle heavier loads.

Historically, the Hijaz Railway was part of the Ottoman rail network and served as a major link between Damascus and Makkah, reducing a journey that once took 40 days to just five. Seen by the sultan at the time as a symbol of Islamic unity and progress, the railway holds deep historical and cultural significance across the region.

Khalil explained that much of the historic track would be rehabilitated, upgraded for modern trains, and reused, with large sections of the original route still intact. He believes the revived line will function not only as a vital transport connection but also as a heritage attraction in its own right.

“Trains are one of the greatest and easiest means of connection between countries; they carry large numbers of people and encourage tourism both within Jordan and between Jordan and neighboring countries,” he said.

“For example, on the old Hijaz Railway, we already have daily tourist trips in the historic Wadi Rum area, but only there. When the line connects to other regions, it will bring tourists from neighboring countries and other Jordanian cities.”

The original Hijaz Railway was intended to extend all the way to Istanbul, connecting the Ottoman capital with Makkah. However, the project was never completed due to the First World War and the subsequent fall of the Ottoman Empire.

With Turkiye now deeply involved in Syria’s reconstruction, Khalil believes there is renewed potential to realize the railway’s original scale. He noted that work is already underway to rehabilitate lines between Damascus and Aleppo, with plans to extend the tracks to the Turkish-Syrian border.

“Once Syria is linked to the Turkish rail lines, Amman will be connected all the way to Istanbul,” he said.

Looking ahead, Khalil added that there are also plans to link Amman with future railway projects in ������Ƶ and the Gulf Cooperation Council, ultimately realizing the full vision of the historic Hijaz Railway.

RIYADH: Saudia, Alrajhi Bank, and Albaik are the top three most persuasive brands in ������Ƶ when it comes to getting people to buy their products, according to a new survey. 

A report from market research and data analytics firm YouGov analyzed shopping attitudes in the Kingdom and compiled a list of companies leading in convincing consumers to spend on their brands. 

The analysis found that retail banks, beauty firms, and telecoms and handset providers are the most successful at converting people who would consider buying their products into those who intend to do so.  

According to the report, Saudia topped all brands across every category, with 72 percent of respondents intending to use the airline once it was considered as an option. 

Alrajhi Bank came second with a conversion rate of 70 percent, followed by Albaik at 65 percent, Almarai at 65 percent, and Apple at 62 percent.  

Toyota followed with a conversion rate of 55 percent, while Samsung and Hilton recorded conversion rates of 49 percent and 47 percent, respectively, once customers began considering their products. 

The survey also found that Huda Beauty has a conversion rate of 45 percent, followed by Dior Beauty at 43 percent. 

Category breakdown  

Among non-carbonated beverage brands, Almarai secured the top spot among Saudi buyers, followed by Saudia, Nadec, Lipton Ice Tea, and Nova. 

Almarai’s top position comes just months after the company signed an agreement to acquire Pure Beverages Industry Co. for SR1.04 billion ($277 million), aiming to diversify its offerings and strengthen its market position. 

Pure Beverages Industry Co. is a bottled drinking water producer in the Kingdom, known for its “Ival” and “Oska” brands. 

In the retail banking category, Alrajhi Bank is the most successful at converting customers considering its services into those who intend to use them. 

Alrajhi Bank is followed by Saudi Awwal Bank, Saudi National Bank, Alinma Bank, and Riyad Bank. 

In September, Alrajhi Bank earned an “AA” rating from MSCI’s global environmental, social, and governance benchmark, becoming the only financial institution in ������Ƶ to achieve this distinction. 

The recognition also placed the financial institution among the top five banks worldwide with an “AA” or higher ESG rating, underscoring its leadership in sustainable practices.  

Among beauty brands, Huda Beauty garnered the top spot for conversions, while Dior Beauty, Mac Beauty, Chanel Beauty, and Makeup Forever Beauty made up the remaining popular companies in the segment. 

With a conversion rate of 38 percent, Amazon was named the most persuasive retailer in the Kingdom, followed by Al Othaim, Panda, Lulu Hypermarket, and Shein.  

Apple topped the list among consumer electronics and appliances brands, with Samsung, Huawei, LG and PlayStation grabbing the remaining slots in the top five list.  

Albaik was named the most persuasive brand in the dining, restaurants and eateries category. Other entrants in the list include Hungerstation, McDonald’s, Al Tazaj, and KFC.  

According to YouGov, Toyota is the most persuasive vehicle brand among Saudi customers, followed by Mercedes-Benz, Land Rover, Lexus, and BMW.  

Among hotels and resorts, Hilton topped the list, while the remaining entrants included InterContinental, Movenpick, Hyatt, and Ritz-Carlton.  

Saudia was named the most persuasive travel and airline brand among Saudi customers, followed by Egypt Air, flynas, Emirates, and Almosafer.  

Affinity toward home-made brands 

According to the YouGov survey, six out of 10 residents in ������Ƶ prefer to buy products made in their home country.  

The report revealed that 63 percent of the survey participants aged above 55 prefer products made in ������Ƶ.  

Among people aged from 18 to 24, 58 percent prefer buying homemade products, and this figure rises to 60 percent among people between the ages of 25 and 34, and 61 percent among 35- to 44-year-olds.  

The report further said that 58 percent of the participants between the ages of 45 to 54 prefer buying products made in the Kingdom.