The Queen Elizabeth 2 (QE2) Hotel is all set to join global effort in raising breast cancer awareness with a series of impactful initiatives all through October. The various activities are designed to educate, inspire, and support both guests and staff in the fight against the devastating disease.

Commenting on the campaign, Ferghal Purcell, General Manager of Queen Elizabeth 2 Hotel, said, “At the QE2 we are deeply committed to supporting initiatives that promote health and well-being. Breast cancer awareness is a cause that resonates deeply with our community and through the Pink October campaign, we aim not only to educate and inspire but to make a tangible impact. By coming together, we can truly make a difference in raising awareness about the lives of those affected and empower more women to take charge of their health.”

One of the highlights of the month, will be a special event organised on 1st October in partnership with Medstar Speciality Hospital. The QE2 will host the Breast Cancer ‘Awareness Talk’ by an expert speaker Dr. Rajul Matkar, Specialist Obstetrics and Gynecologist from Medstar Speciality Hospital, who will share invaluable insights on early detection, prevention strategies, and care for breast cancer patients. Medstar Speciality Hospital is well known for its advanced medical care and patient-centric approach. This informative event will welcome both guests and staff, creating an inclusive, supportive space for learning and engagement.

The QE2’s Pink October campaign will also feature the following other initiatives:

To symbolise solidarity and support with breast cancer survivors and raise awareness among guests, the QE2 will incorporate pink into its décor and activities. The ship’s Front of House staff will wear pink ribbon pins, while guests will receive complimentary pink ribbons, fostering a sense of shared purpose and support.

Women dining at the Lido Restaurant and Golden Lion will enjoy a 20% discount on food and beverages on October 1, 2024, as a small token of appreciation for their support of the cause. Additionally, throughout the month of October, ladies can avail of a special offer on refreshing non-alcoholic Pink Mocktails served in Lido Restaurant and Golden Lion.

The hotel’s popular Royal Afternoon Tea at the Queen’s Grill will embrace a Pink theme, allowing guests to experience the elegance of this British tradition while contributing to the fight against breast cancer. The Pink Afternoon Tea, available every Friday and Saturday in October from 3:00 pm to 6:30 pm, will feature a delectable array of pink themed cold bites, pastries, and canapés. Guests can choose between the Cunard Package (AED 175 per person) and the Britannia Package (AED 225 per person), with options available for various dietary preferences.

Sharjah has launched the world’s first trade licence issued entirely through artificial intelligence
(AI), a groundbreaking step that enables entrepreneurs and investors to complete the entire
licensing process in less than five minutes.
The initiative was launched today (Wednesday) at the Sharjah Investment Forum (SIF 2024) in
the presence of His Highness Sheikh Abdullah bin Salem bin Sultan Al Qasimi, Deputy Ruler of
Sharjah, and Sheikha Bodour bint Sultan Al Qasimi, Chairperson of the Sharjah Investment and
Development Authority (Shurooq), the Sharjah FDI Office (Invest in Sharjah), Microsoft, and
Sharjah Publishing City (SPC) Free Zone.
HE Ahmed bin Rakkad Al Ameri, CEO of the Sharjah Book Authority (SBA); HE Mohamed Juma
Al Musharrkh, CEO of Invest in Sharjah; and Mr. Naim Yazbeck, General Manager of Microsoft
UAE also attended the launch.
A world-first AI licensing system
The upcoming service will initially be available through the Sharjah Investor Services Center
(Saeed) and SPC Free Zone, enabling investors and entrepreneurs to obtain their trade
licences in less than five minutes. The service will soon be extended to cover other free zones
across Sharjah. This milestone positions Invest in Sharjah as the first investment promotion
agency in the world to adopt AI technology for issuing trade licences, reinforcing its commitment
to fostering cooperation and investment between regional and global markets.
Meanwhile, SPC Free Zone, a flagship initiative of Sharjah Book Authority (SBA), has also set a
new benchmark by becoming the first free zone to implement AI-driven licensing, revolutionising
business launch in the region.

Driving future-focused investments
His Excellency Mohamed Juma Al Musharrkh, CEO of Invest in Sharjah, stated: “This
agreement marks a transformative leap in Sharjah’s already attractive investment environment,
positioning the emirate ever more strongly as a leading global destination for future-focused,
innovative, and sustainable investments. By integrating AI technology, we are redefining an
investment-friendly infrastructure, ensuring Sharjah stays ahead in attracting local and
international businesses. Our new service sets a new benchmark for the global shift toward
automating business processes and harnessing AI advancements.”
For his part, Naim Yazbeck, Microsoft UAE’s General Manager, said: AI technology is
revolutionising the business landscape in Sharjah, enabling a more efficient and innovative
environment. By leveraging AI, we are not only enhancing operational efficiencies but also
fostering a culture of innovation that drives economic growth and attracts global investments.
This transformative approach positions Sharjah as a leading hub for future-focused, sustainable
business practices.”
HE Ahmed bin Rakkad Al Ameri, CEO of SBA, said: “This AI-powered licence and similar
innovation-first incentives introduced by Sharjah further enhance SPC Free Zone’s position as
an integrated business hub setting global standards in business. These initiatives put publishers
and entrepreneurs from various sectors at the heart of a dynamic, competitive and trusted
economic environment, while also fostering innovative solutions across free zones. We take
pride in being part of this achievement, which strengthens the emirate’s attractiveness for
business and investment, particularly in the creative industries that thrive on innovation and
knowledge.”
Boosting economic growth and innovation
Sharjah’s new AI-powered licensing system is set to enhance the flexibility and efficiency of the
business environment across sectors. This will not only accelerate the establishment of new
businesses but also strengthen Sharjah’s position as a key destination for foreign direct
investment (FDI) and innovation. Sharjah ranks fifth globally in FDI project growth and fourth in
the Gulf region for startup ecosystems, marking it as a leader in integrating technology into core
sectors such as agriculture, healthcare, and logistics.
This initiative is part of Sharjah’s broader vision to develop a more diversified economy and
foster a business climate conducive to sustainable growth, supporting its long-term development
goals.

-ENDS-