Hospitality
Luna PR and BEEAH Host Educational Symposium to Reveal the Intersection of Web3 and Sustainability
Luna PR together with BEEAH hosted an educational symposium to explore the intersection of Web3 and sustainability.
Held at the iconic BEEAH headquarters designed by the world-renowned Zaha Hadid Architects, the private gathering convened industry leaders to explore innovative initiatives to address pressing environmental challenges, foster sustainability, and drive advancements in energy transformation in the region.
BEEAH, a public-private organization pioneering sustainability and innovation in the region, has achieved several firsts in future-critical sectors, including Environment, Energy, Technology, Healthcare, and Real Estate.
BEEAH’s commitment to future-proofing its operations is evident through its adoption of cutting-edge technologies, especially in Web3. Leveraging the UAE’s leadership in Web3 adoption, BEEAH is pioneering sustainable innovations. One notable initiative is their collaboration with Dfinity, the company behind the Internet Computer Protocol (ICP), to establish the Voluntary Recycling Credits (VRC) Initiative, which aims to create transparent and sustainable waste recycling standards. The project is a prime example of how BEEAH is using decentralized technology to drive circularity and set standards for recycling and incentivization on a global scale.
In addition to its collaboration with Dfinity, BEEAH has also leveraged Web3 and invested in future technologies to drive new and sustainable efficiencies within its operations and across industries, enabling them to be future-ready. Its headquarters uses digital twin technology and AI integrations, optimizing energy consumption and earning the building a LEED Platinum certification. As regional leaders in the waste management industry and pioneers of zero-waste strategies, BEEAH has also developed groundbreaking technologies for circularity which have contributed to the landfill diversion rate of 90% —one of the highest globally—in the emirate of Sharjah. One of them is re.life market, a recyclables trading platform developed by BEEAH’s digital venture re.life, is facilitating the reintroduction of hundreds of thousands of tonnes of material into the circular economy every year. MARASI, another technology by BEEAH, is a digital waste manifest platform, driving compliance with environmental requirements and promoting a cradle-to-grave process in waste management, from waste generation to waste transport and processing. BEEAH has also invested in future technologies in healthcare, an emerging industry for the organization. Its digital venture EVOTEQ has developed traqpharma, a track-and-trace solution that is being used in the UAE’s Tatmeen platform, ensuring supply chain integrity and tackling the challenge of counterfeit and expired medication.
“Web3 presents a powerful opportunity to leverage technology in achieving sustainability goals, both within BEEAH and across our network of partners. We have always been committed to pioneering solutions that address critical objectives for societies and industries, including advancing clean energy to achieve net-zero emissions and promoting circularity to eliminate waste to landfill. This symposium with Luna PR allowed us to reflect on our progress with Web3, share insights, and discuss the next wave of technological innovations shaping the future,” said Khaled Al Huraimel, Group CEO and Vice Chairman of BEEAH.
Several Luna PR clients presented initiatives and collaborative ideas on how their platforms or technology solutions can further enhance and complement BEEAH’s vision to pioneer a sustainable future for the UAE, Middle East and beyond. Some of which included implementing digital twin technologies, digitizing environmental assets, facilitating seamless payment solutions, and more.
Clients included Igor Bershdasky, CEO of Phron.AI; Matthieu Merchadou, CEO of Magma; James Cecil from Ibanera; Tim Popplewell, CEO of Scintilla Network; and Muhammad Hamza; VP of Infinite Reality.
“At Luna PR, we’re always working to bridge the gap between Web3 and the mainstream,” said Nikita Sachdev, Founder and CEO of Luna PR and Luna Media Corp. “The symposium with BEEAH shows what’s possible when traditional businesses embrace innovative technology to push boundaries and create real impact. Collaborations like these don’t just make headlines – they spark curiosity, inspire action, and bring more people into the exciting world of Web3. This is how we turn big ideas into movements.”
Attendees provided feedback on the event, emphasizing the importance of continued collaboration and innovation in advancing sustainability goals, further solidifying the UAE’s position as a leader in Web3 adoption.
Hospitality
STEP ABOVE THE CITY: FIVE CURATED MOMENTS ON THE 122ND FLOOR ONLY AT AT.MOSPHERE BURJ KHALIFA

Some experiences are defined by where they take place. At.mosphere, perched on the 122nd floor of the Burj Khalifa, is one of them. For a limited time, five distinct moments trace the day’s passage, from sunrise to midnight, each tied to the rhythm of the city below. Priced at AED 122, the experience follows its setting with intention, offering the city from a perspective reserved for the rarest of visits.
From first light to nightfall, At.mosphere invites you to rise above the city, where the skyline stretches endlessly and each dish draws your attention as much as the view. This isn’t just dining; it is an experience worth savouring.
The Five Daily Experiences at At.mosphere Lounge
Sunrise in the Sky – Breakfast
Start your day above the city. Freshly baked pastries and signature coffee come with uninterrupted views of Dubai as it wakes, making mornings feel a little more special.
Time: 8:00 am – 11:30 am
Midday Pause – Lunch
Take a break from the rush. Lunch here is simple, satisfying, and perfect for busy days, with dishes that keep you going while the city moves below.
Time: 12:30 pm – 3:00 pm
Twilight Indulgence – Afternoon Tea
As the afternoon softens, enjoy a sweet treat and a cup of tea. The city carries on below, while up here you can just take a moment for yourself.
Time: 2:30 pm – 3:00 pm
Sunset Aperitivo – Cocktails & Bites
Golden hour glows over the skyline. Sip a signature cocktail, nibble on light bites, and watch the city shift as the sun sets.
Time: 5:00 pm – 8:00 pm
Midnight in the Sky – Drinks
When Dubai comes alive at night, two signature drinks and ambient sounds make for a quiet, memorable evening above it all.
Time: 10:00 pm – 12:00 am
Five moments. Five moods. One destination. At.mosphere Lounge gives you a view of Dubai you won’t forget.
Hospitality
MÖVENPICK HOTEL APARTMENTS DOWNTOWN DUBAI INVITES GUESTS TO A RELAXED SUMMER ESCAPE IN THE HEART OF THE CITY
Mövenpick Hotel Apartments Downtown Dubai welcomes guests to experience a seamless blend of comfort, space, and convenience with its thoughtfully designed rooms and apartments, ideal for a stress-free city escape.
Located moments away from iconic attractions, the property offers a tranquil retreat amidst the vibrancy of Downtown Dubai. Whether for a short staycation or an extended getaway, each apartment is designed to provide a sense of ease, combining modern interiors with practical living spaces.
Guests can unwind in spacious accommodations featuring fully equipped kitchens, dedicated living and dining areas, and serene bedrooms, creating a home-away-from-home experience tailored for both leisure and business travellers.
Perfect for the summer season, the hotel presents an inviting setting for those looking to slow down and recharge, while still staying connected to the energy of the city. From relaxing mornings in light-filled spaces to evenings spent exploring nearby landmarks, every stay is curated to offer both comfort and flexibility.
With warm, intuitive service and a focus on guest well-being, the property continues to deliver experiences that are both comfortable and memorable.
Hospitality
THE AGILITY AND RESILIENCE OF THE UAE HOSPITALITY SECTOR

Words by Professor Scott Richardson, PhD. Academic Dean, Abu Dhabi Hospitality Academy – Les Roches
The UAE’s hospitality sector has, despite major unprecedented situations over the last few years, consistently demonstrated strong resilience, supported by strategic planning and long-term investment. This resilience is built on four key factors: continued government support and foreign capital investment in hospitality attractions and large-scale events, strong air connectivity and ease of travel, diversified guest and visitor experiences, and world-class infrastructure. These elements position the nation as one of the most adaptable markets in the world, where operational excellence is reinforced by a highly skilled workforce capable of responding to shifting global conditions with agility and empathy.
The Role of Education in Driving the UAE’s Hospitality Sector
The UAE’s Tourism Strategy 2031 outlines an ambitious vision to increase the sector’s contribution to AED 450 billion in GDP while attracting 40 million visitors annually. Tourism has a direct correlation to hospitality, and the sector is already performing strongly. Over the first nine months of 2025, hotels across the Emirates welcomed more than 23 million visitors, up nearly 5% on the same period in 2024. By late 2025, the UAE’s hotel inventory had reached approximately 1,260 properties with 216,900 rooms, and occupancy reached 79.5% between January and November. Looking ahead, the market is projected to add over 26,000 new hotel rooms across more than 100 projects through 2026, highlighting a substantial development pipeline that will shape the sector’s growth trajectory. As both capacity and demand rise, the focus inevitably shifts towards the people behind the experience, reinforcing the need for a workforce equipped to support this growth and deliver unparalleled visitor experiences.
Educational institutions are uniquely positioned to drive this growth. By embedding real-world training, critical thinking, and adaptability into academic frameworks, they ensure that graduates enter the industry prepared to navigate complexity without compromising on service standards. Through our curriculum here at Abu Dhabi Hospitality Academy – Les Roches, for example, students not only acquire world-class operational and management skills, but also embrace the Emirati Hospitality Identity in everything they do. They are prepared to deliver service grounded in the warmth of Emirati customs, guest etiquette, and cultural storytelling, while ensuring a modern guest experience. In this way, our graduates are prepared to respond to any operational challenges while meeting the nuanced expectations of a diverse and international guest base.
Industry Collaboration
Collaboration between tourism boards, private-sector operators, and education institutions helps hospitality professionals develop the skills required to navigate periods of uncertainty, while maintaining high service standards. At Abu Dhabi Hospitality Academy – Les Roches, our programmes are designed in close collaboration with public and private sector partners to support the UAE’s Emiratization goals and larger 2030 Tourism Strategy, empowering local talent with the tools and leadership capabilities needed to shape the future of the nation’s hospitality sector. Emiratis currently represent 41% of the student body, including 21% of BSc students and 59% of MSc students who are Emirati women, underscoring our commitment to advancing inclusive talent development, while supporting long-term workforce stability. As educators, it’s our responsibility to ensure that learning extends beyond the classroom, for our future leaders to grow alongside an industry that continues to evolve quickly.
Looking Ahead: Building a Workforce for a Resilient Hospitality Sector
Agility has become a defining feature of the UAE’s hospitality sector, evident in the way service is delivered, guest expectations are managed, and how teams maintain composure under pressure. The impact of recent regional airspace closures, which left many travelers unexpectedly stranded, highlights this. Hotels across the country worked closely with local authorities to provide extended accommodation and meals for affected travelers at no extra cost, with some properties opening additional rooms, ensuring all guests were looked after. It’s a testament to the sector’s high responsiveness and commitment to guest wellbeing, even in the most unexpected situations.
The UAE’s position as a leading global destination is the result of sustained investment, robust infrastructure, and an unwavering commitment to excellence. As the hospitality sector continues to evolve, it is essential to nurture talent that is ready to strengthen that position, responding with agility, professionalism, and genuine care for every guest. By placing education at the center of this progression, we can reinforce the foundation of the sector, equipping our talent to maintain high service standards through periods of change and uncertainty, while supporting the UAE in rebuilding and delivering the world-class hospitality it’s renowned for.
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