Technovation 2024 in the Middle East: PMI’s Vision for a Smoke-Free Future
Philip Morris International (PMI) successfully hosted its flagship event, Technovation 2024, on December 11 at Jumeirah Saadiyat Island in Abu Dhabi, UAE. This marked the first time the event was held in the Middle East.
Titled “Technovation: Smoke-Free by PMI Abu Dhabi Edition,” the event focused on the promises of smoke-free products and the technologies shaping a smoke-free future.
The one-day event brought together media and stakeholders from around the world to discuss the pivotal role of innovation, technology, and science in creating a smoke-free environment.
A key highlight was an engaging session led by PMI’s CEO, Jacek Olczak, who shared insights into the company’s three-decade journey in research and development. He emphasized PMI’s commitment to pioneering products that offer a significantly better alternative to continued smoking.
The event also reinforced PMI’s ambitious vision: to increase its total net revenue from smoke-free products to 66% by 2030, building on the progress of achieving 38% today.
Moderated by Tommaso Di Giovanni, Vice President of International Communications and Engagement, the discussions underscored PMI’s transformation from a traditional tobacco company to a leader in smoke-free innovation, envisioning a smoke-free future that is within reach.
The event concluded with an innovative exhibition that featured distinct zones, including:
⦁ A comprehensive consumer retail experience showcasing harm reduction alternatives.
⦁ An immersive virtual reality journey exploring myths versus fact about smoke-free products.
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PMI’s cutting-edge science center, which highlighted its multi-category approach to tobacco harm reduction and its commitment to scientific substantiation.
The exhibition effectively demonstrated PMI’s dedication to transforming the industry and achieving a smoke-free future.
