Terra is the sustainability center at Expo City Dubai, designed to advance environmental action, urban biodiversity, and public engagement. It has attracted more than three million visitors since its inception. In January 2025, Terra launched the Jane Goodall Pollinator Garden and ‘100 Hives 100 Schools’ initiative to support and raise awareness on native biodiversity and climate education. In June 2025, Terra was chosen to host the world’s only IUCN Centre for Species Survival focused on fungi, and the first IUCN Centre of any kind in the region. Faraidooni joined the organization in 2014 and assumed her current role in January 2023.