This month, InterTabac 2025 (18–20 September, Dortmund, Germany) will once again bring together the global tobacco and inhalation community, and we’re excited to be attending to showcase OOKA, as a member of AIR – Advanced Inhalation Rituals, alongside the company’s most comprehensive portfolio to date. A highlight of our portfolio on show at InterTabac will be OOKA Pro, our revolutionary charcoal-free shisha device for venues. Taking center stage on our stand (G10 & G06, Hall 8), OOKA Pro will give guests a first-hand look at how AIR is shaping the future of shisha.
This year marks the second anniversary of our original OOKA device. In just two years, OOKA has transformed the way people enjoy shisha in lounges and at home. With nearly 15,000 devices and more than half a million pods sold globally, OOKA has proven that the appetite for cleaner, simpler, and more sustainable experiences is here to stay.
In addition, research we conducted earlier this year reveals that hospitality venues in Europe and across the globe are looking to innovate to meet the expectations of a new generation of shisha users. The findings, from research with 400 hospitality businesses across Spain, Germany, the US, and the UAE, show that:
- 87% view sustainability and cleanliness, including reduced environmental impact and improved air quality, as critical when selecting shisha solutions
- 32% believe charcoal-free shisha would improve air quality and enhance customer comfort
- 29% believe that adopting charcoal-free solutions would strengthen their reputation for sustainability and help appeal to eco-conscious customers
- 27% believe that it would help attract health-conscious guests
The findings are clear: sustainability and cleanliness are no longer nice-to-haves for hospitality venues; they are business imperatives. But shisha is more than just a product for us. It is a deeply rooted social and cultural ritual – a shared experience that brings people together to relax, connect, and celebrate tradition.
At AIR, we recognized this balance early on and have spent the last five years innovating and growing through solutions like OOKA, which enable venues to meet modern expectations of sustainability and hygiene without compromising on the traditions their guests love.
That’s why this year’s InterTabac is such an important moment for us. It’s an opportunity to demonstrate how we’re meeting these expectations head-on, acting as the driving force our industry needs to keep pace with changing consumer expectations.
At InterTabac, we’ll be showcasing OOKA Pro, a device designed specifically for the fast-paced hospitality industry, allowing venue owners to see for themselves how this latest innovation in charcoal-free shisha makes service simpler, improves air quality, and enhances customer comfort, all while boosting revenue potential. OOKA Pro stands out for its ability to support up to eight shisha sessions on a single charge. This extended battery life ensures longer, uninterrupted sessions, ideal for busy venues. Additionally, its LED design with customizable lighting allows venues to tailor it to the wider ambiance, enhancing the overall customer experience. A wider range of flavors can also be used with the OOKA Pro, including Al Fakher’s iconic Two Apples, Grape with Mint, and a new favorite, Magic Love.
Businesses in the UAE already recognize the benefits of OOKA Pro as a transformative tool for improving customer experience and driving profitability. Its efficiency, convenience, and appeal to customers seeking cleaner alternatives make it an essential addition for venues looking to stay ahead in a competitive market.
By bringing OOKA Pro to InterTabac 2025, we’re excited to be showcasing its advantages to the European market and driving further uptake of the product, building on the success it’s seen to date, with over 100 lounges and counting now offering OOKA to customers across Europe.
Alongside OOKA Pro, we’re proud to be exhibiting our most extensive portfolio to date at the show. From our Al Fakher collections to Crown Switch, our new rechargeable pod system, visitors will see first-hand our tireless commitment to innovation, alongside our stewardship of shisha’s rich cultural heritage.
As the global appetite for shisha continues to grow, we’re proud to be leading the way in redefining what the experience looks like for the next generation. We are committed to helping our partners create cleaner, smarter, and more sustainable solutions that unlock real growth.
Join us at InterTabac 2025, Stand G10 & G06, Hall 8, and discover the future of shisha with AIR.