Tourism Breaking News
Miral announced the launch of Atheer, a state-of-the-art hybrid communication and production centre, designed to elevate storytelling and digital engagement. The cutting-edge centre houses various systems designed to share Miral’s stories, using the latest multimedia systems to deliver high-quality video and audio production, podcasting, and live-streaming capabilities. Meaning ‘radiance’ in Arabic, Atheer reflects Miral’s aspirations to craft elevated and refined content by embracing innovation, creativity, and excellence. Its launch represents a strategic development geared towards digital content creation, amplification, and skill enhancement, harnessing advanced AI technologies and data analytics to ensure captivating and impactful storytelling that resonates with diverse audiences. Inaugurated by Dr. Mohamed Abdalla Al Zaabi, Group CEO of Miral, Atheer reflects Miral’s commitment to innovation in elevating storytelling within Abu Dhabi’s leisure, entertainment, and tourism sector. The centre will further enable partnership opportunities with content creators, industry professionals, and key stakeholders to showcase Abu Dhabi’s destinations and experiences to a global audience while playing a crucial role in training and nurturing future talents in line with Miral’s CSR Strategy.
Taghrid Alsaeed, Executive Director of Marketing, Communications & Events at Miral, emphasised the transformative impact of the new facility, saying, “The inauguration of Atheer marks a significant milestone in our innovation journey. It is poised to deliver long-lasting value to our destinations – Yas Island and Saadiyat Island – and the broader leisure, entertainment, and tourism sectors within Abu Dhabi. This modern facility will amplify our storytelling capabilities, leveraging AI systems for data-driven decision making and automation to deepen our engagement with our community and partners. We are excited to introduce a dynamic space where creativity, innovation, and collaboration unite to bring to life the joyful stories behind our world-class attractions and experiences on Yas Island and Saadiyat Island and their contributions to Abu Dhabi’s tourism growth.”
Located in Abu Dhabi’s vibrant entertainment hub, Yas Island, Atheer will be managed by a dedicated team of skilled professionals. It will further enhance Miral’s community engagement by fostering strategic collaborations with key stakeholders and content creators to develop compelling narratives that address societal topics. The centre will also host community and networking events, virtual gatherings, interactive webinars and live streaming sessions as well as amplifying Miral’s CSR efforts across its environmental sustainability, social well-being, and animal welfare strategic pillars.
