One of the reasons for the continued growth of the UAE’s tech ecosystem, has been its ability to attract the world to Dubai. More recently, however, Abu Dhabi has made very significant strides in hosting mega-scale events - fashioning entire islands, such as Yas Island and Sadiyat island, for art lovers and racing car lovers to enjoy immaculately curated experiences.

Ethara is a company that owns, manages and promotes some of the largest events and IP's in the UAE. This includes Formula 1 Etihad Airways Abu Dhabi Grand Prix, alongside similar destination events including NBA and UFC in Abu Dhabi.

We spoke with Baraa Khamis, Ethara's Chief of Digital and Technology Officer, to find out how it all works and how immersive digital experiences might merge with physical events infrastructure, in the future.

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