Shift in how shisha is perceived and enjoyed globally

While demand for shisha smoking is steadily going up, air quality regulations, fire safety concerns and the operational burden of managing charcoal-based systems have historically presented challenges to hospitality venues. Ronan Barry, Chief Legal and Corporate Affairs at AIR, the global leader in hookah and pioneer in advanced inhalation technologies, spoke to the Arabian Post on the emerging shisha trends and the company’s future plans. AIR is preparing for a listing of its shares on Nasdaq.

Q: Your latest research shows a global surge in shisha demand. What’s driving this growth?
A: Our research shows that 90% of hospitality venue owners across four key markets – the UAE, US, Germany, and Spain – expect shisha demand to increase over the next two years. It is our view that that growth is being fueled by a shift in how shisha is perceived and enjoyed globally.

Shisha is a ritual that has been enjoyed for centuries, deeply rooted in tradition, community, and social connection. While that cultural significance remains, both consumer expectations and technology are evolving. Today’s consumers are increasingly seeking more premium, health-conscious and design-led experiences, and venues are responding by offering cleaner, more modern formats, like charcoal-free devices, that continue the historic tradition and ritual while meeting the demands of a more health-conscious generation.

Q: What challenges are hospitality venues facing as they try to meet this demand?
A: Air quality regulations, fire safety concerns and the operational burden of managing charcoal-based systems have historically presented challenges to venues. In fact, 89% of the businesses we surveyed said regulatory compliance is a significant challenge when offering shisha. That’s why innovations like OOKA – our charcoal-free, electronically heated shisha device – are so transformative. Not only does it remove the complexities of charcoal, but it also significantly reduces harmful emissions, creating a cleaner, more sustainable experience for both consumers and staff.

One in four (25%) venue owners told us that they see charcoal-free technology as a practical solution to help meet these regulatory requirements, meaning devices like OOKA are a real opportunity for forward-thinking operators to innovate and drive customer loyalty.

Q: Can you talk more about how OOKA addresses these health and safety concerns?
A: AIR commissioned and published the world’s first peer-reviewed emissions study on a charcoal-free shisha device – and the results were a game-changer for the category.

Our research found that emissions from OOKA showed near-zero detection of many of the most harmful by-products of combustion, including carbon monoxide, benzene, toluene, and benzo[a]pyrene, which are typically found in both cigarettes and charcoal-heated waterpipes.

It also revealed that levels of key aldehydes, such as acrolein, acetaldehyde and formaldehyde, were reduced considerably, with acrolein reduced by 96%. When you factor in how shisha is consumed in real life – often just once or twice a week – toxicant exposure from OOKA is estimated to be up to 100 times lower than cigarette smoking.[1]

That’s a huge step forward in harm reduction, and it has real-world implications for consumers and the hospitality industry. It means venues can now offer a premium shisha experience that not only appeals to today’s health and environmentally conscious customers, but also supports better indoor air quality and removes the risks associated with charcoal. It opens the door for more businesses – especially those that were previously put off by the risks of charcoal – to add shisha to their menus with confidence.

Q: How has OOKA been received by the hospitality industry so far?
A: The response has been overwhelmingly positive – particularly here in Dubai. OOKA Pro, our model tailored for hospitality venues, was developed with feedback from our partners and is already being used in leading hospitality destinations, such as Playa Beach Club Dubai. Venue owners appreciate the cleaner operation, the design customization options and the fact that it supports up to eight sessions on a single charge. Many venues have reported that bringing OOKA to their customers has opened new revenue streams and improved the customer experience significantly.

Q: Do you see OOKA influencing future regulatory approaches to shisha?
A: We believe so. The science is now catching up with the innovation. Our emissions study provides credible, independent evidence that charcoal-free devices like OOKA offer a reduced-risk alternative. That’s important not just for regulators and policymakers, but also for hospitality businesses. If regulation starts to recognize cleaner technologies like ours, it gives venues a real opportunity to expand their offerings and attract a broader customer base – including those who may have previously avoided shisha due to health or safety concerns.

We’re ready and willing to engage with regulators to champion the evolution of the category in policymaking. Our goal is to support the hospitality industry in offering cleaner products, while giving consumers the freedom to enjoy shisha with greater confidence.

Q: What’s next for AIR and the future of shisha?
A: At AIR, we are entering the next chapter with real momentum. In November 2025, we announced our intention to list on Nasdaq and are currently progressing with the transaction, which is expected to be completed in the first half of 2026. Most recently, we filed Form F-4 which is an important milestone in taking another step closer to becoming a public company. Not only this, but business remains on a growth trajectory, as shown by the results for the year ending 31 December 2025, which revealed that AIR’s revenue increased by approximately 6% to $400 million, up from $377 million the previous year. Profit for the year also rose to $47 million from $34 million in 2024, putting us in a strong position ahead of the listing.

As our global presence as a company grows, we remain committed to leading the way in clean, tech-driven social inhalation. As consumer expectations shift and regulations tighten, the industry must continue to evolve. That’s why we’re continuing to invest in R&D, expand our partnerships with hospitality venues all over the globe and champion a future for shisha that’s smarter and cleaner.

This is an incredibly exciting time for the category. The core ritual of shisha, something that’s been enjoyed for centuries, remains as important as ever. But how people enjoy it is changing. AIR is proud to be at the forefront of that transformation, and we’re just getting started – we can’t wait to shape what comes next.

[1] Assumes two waterpipe sessions per week versus 20 cigarettes per day, based on consumption data from the German Federal Institute for Risk Assessment (BfR).