Case study

How Majra built a replicable playbook for low – carbon events

Majra partnered with AGS to run a full-spectrum GHG baseline for the Sustainable Impact Awards; informing a repeatable, data-first approach to cut event emissions in the UAE.

1,000kg

CO₂e per attendee

Typical event footprint (range: 500–1,000 kg)

10%

of global emissions

Events rival the U.S. carbon footprint

2.5tonnes

CO₂e per person/year( by 2030)

limit needed to meet Paris 1.5 degree target

$ 1T

industry, growing 11%

Carbon impact rising with scale 

The opportunity

The solution

The impact

The Opportunity

Data-led decarbonization for the events sector

The UAE hosts hundreds of high-profile events annually that celebrate innovation and sustainability. But despite their thematic focus, most still leave a significant carbon footprint unmeasured and unaddressed. Event emissions contribute significantly to the global emissions, driven largely by travel and material use-signaling a clear need and opportunity to address them.

When MAJRA, the National CSR Fund, hosted their first Sustainable Impact Challenge (SIC) Awards ceremony, it saw an opportunity to lead by example. Rather than rely on symbolic gestures, MAJRA committed to a systematic data-driven approach, creating a baseline and setting a credible benchmark for net-zero events in the region.

AGS was brought in to deliver this transformation, combining global protocols with local context to turn ambition into measurable action.

The Solution

Global standards delivered through transformative tech and local expertise

AGS led a full-spectrum GHG emissions assessment of the SIC Awards; combining technical depth, multi-stakeholder coordination, and region-specific expertise.  AGS designed the data model, aligned it with the GHG Protocol, ISO 14067, and the Net Zero Events Roadmap, and mapped emissions across five key categories: venue, mobility, purchases & catering, logistics, and attendee travel.

Our data-driven and digitally powered emissions baselining process for Majra

Define emission boundary

  • Scope all relevant categories
  • Apply GHG Protocol & ISO
    standards
  • Finalize data points
    framework

Data collection & integration

  • Setup Footprint Intelligence
    as per finalized data points
  • Data collection through
    structured templates
  • Automate calculations using
    Footprint Intelligence

Hotspot analysis

  • Identify % contributions per
    category
  • Benchmark against global
    event.
  • Identify high-impact
    reduction levers

Insight generation

  • Identify emission reduction
    options against high emission categories
  • Categorize options into short,
    medium and long-term
  • Identify challenges & develop
    a tailored reduction roadmap

Optimised for accuracy

Direct coordination with venue, catering, and vendor teams to collect primary data.

Applying UAE-specific emission factors and QA/QC protocols via Footprint Intelligence, our digital platform partner

Deploying a QR-enabled travel survey for live guest inputs.

AGS collaborated with Footprint Intelligence to measure the event’s carbon footprint and support the creation of a custom sustainability framework — a first for Majra.

Using the Footprint Intelligence guest app, we helped calculate the carbon footprint, fostering guest engagement & education

The Impact

A replicable playbook for net-zero events

The analysis revealed powerful insights

Over

of total emissions came from attendee travel & accommodation, in line with global trends.
0 %

Roughly

of emissions stemmed from materials and catering, driven by high-emission materials used for the first time.
0 %

Less than

came from venue operations and logistics, thanks to a net-zero venue and careful planning.
0 %

Most importantly, 40% of total emissions fell within MAJRA’s direct control, unlocking clear pathways for reduction

MAJRA’s sustainability considerations that avoided emissions and led to a reduced overall footprint

These measures reflect a shift from intention to implementation, setting a repeatable model for sustainable events in the region.

Hosting the event at a certified net-zero venue.

Designing a plant-based, low-impact menu, cutting food-related emissions by ~40%.

Partnering with WasteLab to divert all food waste from landfill.

Pledging one mangrove sapling per attendee to support long-term carbon sequestration.

Raising the bar for UAE event sustainability

Events globally are under pressure to decarbonize, but many lack the data to act. This project shows what’s possible when methodology meets technology, and sustainability is baked into the design, not bolted on.

With this first of its kind baseline, MAJRA and AGS aren’t just hosting sustainable revents. They’re reshaping how the UAE measures and manages them.