Before I take you through the glitz, glam, and unforgettable moments of Dubai, let’s start with why The Current was flown out in the first place.
Earlier this year, I was in Cape Town for a Technovation conference hosted by Philip Morris International (PMI), where we explored how we can work together to build a smoke-free future. That mission didn’t end there. if anything, it has gained more momentum.
This time, the journey took us to Dubai, alongside members of the media from around the world, all gathered with the same purpose: to continue the conversation and push forward the global mission of reducing harmful smoking practices.
Opening Address That Set the Tone:
The conference opened with a powerful speech from Tommaso Di Giovanni, Vice President Communications & Engagements, PMI. He shared a message that truly resonated with me, one that reminded us why smoke-free innovation isn’t just a corporate goal but a human one.
“When communication fails, misinformation thrives, fueling confusion, outdated policies and widening the gap to better choices. Public health needs innovative policies based on facts and not ideology, to encourage smokers to switch and companies to invest in less harmful alternatives”.
We also had the honour of being in the room with the CEO of PMI Jacek Olczak, along with other key leaders from his team. Their commitment to creating a world where people have better alternatives to traditional smoking was evident in every conversation, panel, and engagement throughout the event.
“Cigarettes should never be the easiest, or only option. In a world where smoke-free technology is available, this should not be the case. Today, some smokers have access to better alternatives, while others are left without choices. Do we want a future where only certain countries eradicate smoking, while others still see rates soaring above 20% or even 40%?”
“The technology for a smoke-free future is here and ready for change, but real progress happens when innovation reaches people’s lives. Only by working together, regulators, scientists, civil society, and consumers, we can overcome barriers and create lasting change.”
Real Voices, Real Journeys:
One of the highlights was the series of panel discussions that touched on various aspects of harm reduction, innovation, health, and policy. A colleague and friend of mine Gift Vuyani Khosa was actually one of the panelists, and hearing him speak about his personal journey using smoke-free products hit close to home. It’s one thing to hear statistics but when you know someone personally who has made that transition, the impact feels real and tangible.
“As a smoke-free product user, I’ve experienced firsthand the significant benefits that come from making a complete switch and leave cigarettes behind. As a journalist, I believe that access to transparent, fact-based information is absolutely crucial, only when people have reliable knowledge can they make informed choices with confidence.
The Oncologist’s Perspective:
Another impactful voice came from Dr. David Khayat, Professor of Oncology at Pierre et Marie Curie University (Paris) an oncologist who sat on one of the panels. He spoke passionately about how misinformation and lack of awareness continue to hold people back from making better health decisions. Many still believe nicotine itself causes cancer, when in reality, it’s the combustion and chemicals from burning tobacco that do the most damage.
“Nicotine is often wrongly associated with cancer because it was traditionally consumed through cigarettes. Nicotine itself is addictive but not a carcinogen and this misunderstanding hamper public health efforts and harm reduction strategies. It’s time to send a clear message. ”
Beyond his medical expertise, he shared that he has a passion for cooking and, in his downtime, prepares meals specially tailored for cancer patients. That combination of science, compassion, and advocacy made me feel grateful to be part of a group driving meaningful change.
A Personal Testament:
Before Dubai, I attended a PMI event where we received some smoke-free products. I decided to share them with someone who works near my home. When I followed up a week later, she told me she’d passed them on to her uncle, who, after many years of smoking, has now stopped.
I went back again, and she couldn’t stop expressing how grateful she was for the impact these products have had on her family. Hearing that made me feel proud and reassured. Being part of PMI’s media network isn’t just work, it’s contributing to real, life-changing outcomes.
The Current Voices: A New Feature on the Blog
We’ve launched a new section on the blog called The Current Voices, where I’ll be compiling audio content from the conferences and events I attend. Under this tab, you’ll already find audio from the Cape Town conference, and I’m working on compiling the recordings from our time in Dubai.
When you get a moment, please visit the section and listen in, hear the conversations, the questions, the testimonies, and the expertise shared by panelists and speakers. It’s powerful, and it gives context to why this mission matters.