PRESSR: Miral and e& enterprise pioneer virtual business event planning with Yas Island Metaverse

Abu Dhabi – Miral, the leading creator of immersive destinations and experiences in Abu Dhabi, and e& enterprise, the digital transformation arm of e&, have announced the successful completion and launch of the Yas Island Metaverse project. This platform marks a major step forward in redefining how business event organisers explore, experience, and engage with Yas Island’s world-class venues and facilities.

The Yas Island Metaverse seamlessly blends cutting-edge technology with Yas Island’s iconic destinations and sets a new benchmark for the global events industry. Aligning with a key pillar of the Tourism Strategy 2030 – digital transformation – it offers event planners and organisers an unparalleled, interactive way to plan and visualise events on the island. The detailed virtual experience provides an immersive overview for potential business partners worldwide, by highlighting the available business event venues, alongside renowned theme parks, hotels, restaurants, and entertainment offerings.

"The launch of the Yas Island Metaverse marks a significant milestone in our commitment to innovation to showcase the island’s unparalleled capabilities. Our partnership with e& enterprise was instrumental in bringing this vision to life," said Taghrid Alsaeed, Executive Director of Marketing, Communications & Events at Miral. "Now fully operational, the platform allows us to virtually welcome business event organisers and clients from anywhere in the world, offering them a dynamic and interactive preview of our facilities. It reinforces Yas Island's position as a premier global destination for exceptional business events.”

The platform offers clients worldwide real-time virtual access to Yas Island’s event spaces, accessible directly through all web browsers. Featuring a gamified experience with customisable avatars as well as driving simulation to plan street routes, the platform significantly enhances event planning efficiency and logistics. It enables multiple virtual visits, making it more accessible for clients from various industries and from different parts of the world.

Majd Coussa, Acting Chief Revenue Officer, e& enterprise, said, “Business events choose Yas because it delivers—from headline venues to smooth operations. The Yas Island Metaverse brings that strength to planners’ screens with virtual walkthroughs, avatar-led site reviews and route simulations. Our role was to make the complex simple, fusing 3D models, AR/VR and real-time data into a single experience that shortens timelines, sharpens decisions and elevates how large-scale gatherings are designed.”

The Yas Island Metaverse utilises advanced 3D modelling and real-time interaction capabilities to create a realistic and engaging simulation. It offers this unique experience to potential business event customers by seamlessly integrating augmented reality (AR), virtual reality (VR), 3D animation and construction, and AI.

The Yas Island Metaverse aims to set a new benchmark for destinations to showcase their business event capabilities, driving industry innovation and attracting greater international visitation. It further demonstrates Miral’s ongoing efforts to bolster Abu Dhabi’s tourism appeal, while significantly contributing to its Tourism Vision goals and economic diversification.

About Miral

Miral is the leading creator of immersive destinations and experiences in Abu Dhabi, that contributes to the growth of the leisure and entertainment industry and Abu Dhabi's economic diversification. It conceives, creates, operates, and manages immersive destinations and experiences that attract visitors from across the world to create unforgettable memories, accelerating the realisation of the Emirate's tourism vision and growth.

Responsible for the development and management of Yas Island and overseeing Saadiyat Island's Destination Management Strategy, Miral's portfolio of world-class assets incorporates entertainment, leisure, culture, sport, dining, retail, and hospitality experiences, aiming to deliver millions of memorable moments for residents and international guests alike. These include Ferrari World Yas Island, Abu Dhabi; Yas Waterworld Yas Island, Abu Dhabi (now includes 60+ rides and  experiences following its expansion); Warner Bros. World™ Yas Island, Abu Dhabi; SeaWorld® Yas Island, Abu Dhabi; The Yas SeaWorld Research & Rescue Center Yas Island, Abu Dhabi; CLYMB™ Yas Island, Abu Dhabi; teamLab Phenomena Abu Dhabi; Yas Marina; and Yas Bay Waterfront, home to the UAE's largest indoor multi-purpose venue Etihad Arena, amongst others. Miral also has several projects being developed on Yas Island and across the emirate, including Natural History Museum Abu Dhabi, a Harry Potter-themed land within Warner Bros. World™ Abu Dhabi, and a Disney Theme Park Resort.

Miral encompasses three subsidiaries: Miral Destinations, which promotes unique destinations; Miral Experiences, which operates a diverse portfolio of world-class, award-winning immersive experiences; and Yas Asset Management, which operates and manages a portfolio of vibrant destinations including F&B, retail, marinas, and hospitality properties across Yas Island.

For more information, visit www.miral.ae

About e& enterprise

e& enterprise is a digital transformation leader supporting governments and large-scale organisations in building and scaling their digital core. Through optimising operations, enhancing customer engagement, and data-driven decision-making, we enable seamless, sustainable, and secure transitions into the evolving digital world.

Currently operating in the UAE, KSA, Egypt, Oman, Türkiye, Qatar, and South Africa, e& enterprise brings cutting-edge digital scalable solutions designed to deliver tangible business value and address the unique challenges faced by organisations and executives across industries.

With a proven track record as a trusted digital transformation partner, technical expertise, and the ability to deploy and manage complex solutions, e& enterprise provides collaborative tailored solutions that empower customers to navigate their end-to-end digital transformation journey.

To learn more about e& enterprise, please visit https://www.eandenterprise.com/.

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