Dubai: Innovation, Intention, and a Smoke-Free Future — Inside Philip Morris International’s Technovation 2025
Dubai, a city known for making bold dreams a reality, has once again shown why it’s a global center for innovation. With its mix of culture, luxury, and forward-thinking, it was the ideal setting for Philip Morris International’s (PMI) Technovation 2025 — an event dedicated to building a smoke-free future through science, technology, and open conversation.
What Is Technovation?
Technovation is PMI’s global innovation conference. It brings together scientists, policymakers, researchers, and journalists to explore how technology can help create better, smoke-free choices.
PMI’s mission is simple but ambitious: end cigarette smoking and offer adult smokers less harmful alternatives like IQOS, VEEV, and ZYN — products already available in South Africa.
With over $14 billion invested in research and development, PMI is reimagining its future — focusing on science-backed solutions that give consumers the freedom to choose better options.
From Cape Town to Dubai: A Global Conversation
After the success of Technovation Cape Town, which focused on Africa’s smoke-free journey, the Dubai edition broadened the discussion to the EMEA region. It attracted scientists, doctors, journalists, and thought leaders from around the world — all united by the goal of changing how people think about nicotine and innovation.
One key message was clear: misinformation is still a major obstacle. Despite years of research, many people see smoke-free alternatives as “just another cigarette.” Technovation aimed to change this view with facts, data, and real-life stories.
The Leaders Driving Change
Frederic de Wilde, President of PMI’s South & Southeast Asia, Middle East, and CIS Region, opened with a strong call to include the Global South in the smoke-free transition.
PMI CEO Jacek Olczak shared his honest perspective on leading a company once known for cigarettes into a future without them. “Sometimes,” he said, “you have to make the tough decisions to create a better future.” This summed up the spirit of the event — bold, transparent, and human.
Innovation That Disrupts and Inspires
Futurologist Magnus Lindkvist captured the audience with his talk, “Disruptive Innovation: Shaping Economies, Shifting Lives, Forging Futures.” He reminded everyone that every major innovation — from the telephone to air travel — was met with skepticism at first. “Disruption is never comfortable,” he said, “but it’s always necessary.” The link to PMI’s transformation was clear: real progress often faces resistance.
When Technology Meets Purpose
A panel with Christos Kiritsis, Richa Rustagi, and Patrik Hildingsson discussed how technology and strict quality standards are shaping the next generation of smoke-free products.
Having visited PMI’s ZYN factory in Sweden, I found Hildingsson’s insights especially meaningful. Sweden — now the world’s first smoke-free country — shows what’s possible when innovation and public health work together. ZYN, the leading nicotine pouch, proves that science-led solutions can drive real change.
Science, Humanity, and Harm Reduction
One of the event’s most moving talks came from Dr. David Khayat, Professor of Oncology at Pierre et Marie Curie University in Paris. “I’ve seen the human cost of smoking up close,” he shared. “Denying science-based alternatives isn’t just a policy failure — it’s a moral one.” His message was clear: innovation isn’t just about replacing cigarettes, it’s about saving lives.
Consumers at the Center
The final panel, “From Innovation to Advocacy: Driving Change in Tobacco Harm Reduction,” put consumer voices in the spotlight. Alongside speakers from the Philippines, UAE, and Indonesia, I shared my story as a South African who switched to smoke-free alternatives. It was a powerful reminder that change starts with real people making informed choices and leading the way to a healthier future.
The Takeaway: A Future Taking Shape
Dubai may be famous for its skyscrapers and luxury, but during Technovation 2025, it became a symbol of courage, change, and commitment. Technovation was about more than products or technology — it was about purpose. It asked us to look past the smoke, see the science, and imagine a future where innovation and empathy come together for one goal:
“A world without cigarettes.”
My Dubai journey wrapped up at the airport — and, of course, I had to check out the smoke-free products available at duty-free. It’s something I’d love to see in our local airports too the perfect spot to stock up on your nicotine pouches before your flight. A separate article is coming up on our experience on Dubai and why it is called the most futurist country by far.
