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 a partnership to develop the Yas Island Metaverse project.

The project will leverage the metaverse to exhibit business event venues on Yas Island. It will also highlight attractions and experiences across the destination, including theme parks, hotels, restaurants, and entertainment venues.

By harnessing cutting-edge metaverse technologies, e& enterprise will develop a detailed 3D map of Yas Island and integrate it into a comprehensive virtual experience. This platform will enable potential business partners to explore Yas Island's attractions and amenities, facilitating an immersive overview of their business events and conferences beforehand, generating excitement and anticipation for their real-world visit.

Jonathan Brown, Chief Portfolio Officer of Miral, said: “By leveraging e& enterprise's expertise and our world-class facilities, we aim to showcase Yas Island's unparalleled capabilities in hosting unforgettable and impactful business events. This strategic partnership is in line with our ongoing efforts to position Yas Island as a global destination for exceptional business event venues and facilities while demonstrating our commitment to reinforcing Abu Dhabi as a key MICE destination. The collaboration contributes to Abu Dhabi's growing reputation as a leading hub for innovation and we believe it will deliver exceptional and tangible results.”

Salvador Anglada, Chief Executive Officer, e& enterprise, said: “We are excited to be Miral’s technology partner for the Yas Island Metaverse project. This project underscores our position as a leading innovator in immersive experiences and demonstrates our commitment to pushing the boundaries of what's possible with metaverse technology. Our ability to deliver next-generation tech solutions that drive real-world impact is at the core of our business, and by bringing Yas Island to life in the metaverse, we are not only redefining the experience for their business visitors but also redefining the technology landscape in the region.”

This digital showcase will enable clients across the globe through real-time virtual access to Yas Island’s event spaces. Featuring a gamified experience with avatars, the platform enhances event planning efficiency for event organisers as they explore venues, design experiences, and collaborate with Yas Island’s events team in an engaging virtual environment. This tool enables multiple virtual visits making it more accessible for clients from various industries.

The project utilises advanced 3D modelling and real-time interaction tools to create a realistic and engaging simulation accessible directly through web browsers. The metaverse solution will revolutionise the experience for potential business customers by integrating targeted advertisements and promotional content seamlessly into the environment. This innovative approach will captivate the audience, thereby fostering potential business opportunities and partnerships with the use of augmented reality (AR), virtual reality (VR), 3D animation and construction, AI and spatial audio technology among others.

By offering a unique and interactive experience, the Yas Island Metaverse project will set a new standard for destinations to showcase business event capabilities and support higher visitation. A part of captivating visitors, the project is expected to boost local tourism and contribute to the overall economic growth of the region.