Abu Dhabi’s Miral launches Noor Initiative to excel in tourism sector

By Arya M Nair, Intern Reporter
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Miral Yas Island image
Representational image

Miral, Abu Dhabi’s leading curator of experiences has announced the launch of its Decision Analytics strategy, the Noor Initiative.

The all-new and bold strategy is in line with Miral’s digital transformation strategy for Yas Island and its goal to become the region’s most dynamic and influential leisure and entertainment developer by 2025.

Miral will expand its existing investment in big data and predictive data analytics as part of the new strategy, laying a digital foundation and integrating innovation across internal business streams as well as external, customer-facing projects.

The Noor Initiative will improve the company’s efficiency and productivity while providing better personalized experiences for Yas Island’s award-winning attractions and experiences for both local and international tourists.

Mohamed Abdalla Al Zaabi
Mohamed Abdalla Al Zaabi
CEO – Miral

“Today, businesses need to invest in innovative digital tools to equip and empower its people, decision making and performance. Evolving into a data-driven organization is an ambitious and bold strategy, launched within a defining year for Miral as we mark our 10th anniversary.”

Miral’s strategy for Yas Island already includes big data and predictive analytics solutions, which are used every day by visitors to the spectacular attractions to enhance their experiences and reinforce the island’s position as a major global entertainment, leisure, and business destination.

The Noor Initiative builds on Miral’s earlier successful digital projects and customer-facing tools for Yas Island tourists. Using big data analytics, deeper customization of goods and services offered to visitors, resulting in a strategic customer-centric and integrated approach to providing personalized experiences.

The project also supports Abu Dhabi’s economic vision of becoming a center of innovation while also bolstering the city’s status as a top destination for international investment and partnerships. The leisure, entertainment, and tourism industries are important pillars of this strategy, with Miral facilitating growth in these strategic priority areas and contributing to Abu Dhabi’s transformation into a truly data-driven destination.

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