In a bold stride towards transforming the tobacco industry, Philip Morris International (PMI) recently hosted its flagship event, Technovation 2024, in Abu Dhabi, UAE. Held for the first time in the Middle East, this landmark gathering united media representatives, policymakers, and stakeholders from nearly 30 countries to discuss the revolutionary potential of smoke-free products.

CEO of Philip Morris International
The event showcased PMI’s ambitious vision of achieving a smoke-free future through cutting-edge science, innovation, and collaboration. CEO Jacek Olczak articulated the company’s three-decade commitment to research and development, emphasizing that the harm caused by smoking is primarily due to the burning of tobacco. By investing over $12.5 billion in smoke-free alternatives since 2008, PMI has paved the way for a paradigm shift in public health, aiming to generate 66% of its revenue from smoke-free products by 2030—a vision already 38% realized.
“We now live in an era where innovation can accelerate the decline in smoking habits,” Mr. Olczak remarked, underscoring the company’s progress, including the success of its heat-not-burn platforms launched in Japan and Italy a decade ago.
The Technovation 2024 discussions also highlighted the pivotal role of regulatory frameworks, consumer-centric research, and international collaboration in making a smoke-free future a tangible reality.
From Policy to Practice: PMI’s Regional Efforts in the MENA Region
As PMI shifts its focus to smoke-free alternatives, the Middle East and North Africa (MENA) region is emerging as a key player in this transformation. In an exclusive interview, Andrzej Dabrowski, PMI’s Vice President for MENA, shared his insights on sustainability, leadership, and the region’s pivotal role in the company’s mission.
Sustainability in Focus
While PMI’s operations in MENA are still expanding, sustainability remains a cornerstone of its strategy. From optimizing transportation routes to reducing carbon emissions, PMI is committed to achieving carbon neutrality across its supply chain.
“Sustainability goes beyond manufacturing,” Dabrowski explained. “We analyze every detail, even if it means choosing more expensive options to minimize our environmental impact.”
Navigating the Unique Dynamics of MENA
Having led PMI operations across three continents, Dabrowski recognizes MENA as a unique region ripe with opportunities. He noted the cultural respect and openness to innovation as key enablers for introducing smoke-free products.
“The respect for others here creates an empowering environment,” he said. “This cultural nuance makes the region a fertile ground for change.”
Leadership Lessons for Transformation
Dabrowski’s leadership philosophy revolves around empathy and continuous learning. “Leading in MENA requires genuine connections and a deep understanding of local nuances,” he said, emphasizing the importance of aligning corporate goals with regional contexts.

Consumer-Centric Innovation: A Global Perspective
Stefano Volpetti, PMI’s President of Smoke-Free Inhaled Products and Chief Consumer Officer, elaborated on the company’s approach to responsible innovation. With a background in consumer-centric marketing, Volpetti emphasized the importance of designing products specifically for adult smokers, backed by stringent safety measures and responsible marketing practices.
Tailoring Products for Diverse Needs
PMI’s smoke-free products cater to a wide range of preferences and budgets, ensuring accessibility for consumers worldwide.
“Changing a routine is complex,” Volpetti noted. “Our goal is to make the transition as seamless as possible, from awareness to adoption.”
Looking Ahead
With a vision to lead the global shift towards smoke-free alternatives, PMI aims for smoke-free products to dominate its portfolio by 2030. “By then, some countries could see over 75% of smokers transitioning to less harmful alternatives,” Volpetti projected.

A Smoke-Free Future Within Reach
Technovation 2024 reinforced PMI’s role as a trailblazer in harm reduction and innovation. The MENA region, with its cultural richness and openness to change, is poised to play a crucial role in this journey. As policymakers, businesses, and consumers come together, a smoke-free future is not just an aspiration but an imminent reality.
For those who don’t smoke, the message remains clear: don’t start. For those who do, PMI’s innovative alternatives offer a path to change.
