WTM Yearbook 2023 by GT Media ME

An official WTM London publication

Travel has the power to change the world

wtm yearbook

Contents 11

INTRODUCTIONS 11 Editor's foreword 12 WTM London 14 UNWTO 16 WTTC

INDUSTRY ANALYSIS 18 Industry timeline 22 Global industry statistics 24 Regional statistics 27 The ETC 33 Oxford Economics

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34 36

YOU HAVE THE POWER TO CHANGE TRAVEL

INDUSTRY GAMECHANGERS 37 People, policies, places 46 Travel-changing quotes 50 Saudi Arabia 60 Intrepid Travel 64 Batoka 66 Gamechanging projects 76 Diriyah 80 Rotana

64 84

DIVERSITY & INCLUSION 84 Industry D&I initiatives 88 D&I in travel 94 Patrice Gordon 96 Jane Hatton 97 Assia Riccio

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TRAVEL HAS THE POWER TO CHANGE THE WORLD Postcards

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More than you expected MEET US AT STAND

N6–310

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RESPONSIBLE TOURISM (RT) 104 Celebrating two decades 106 Fiona Jeffery 108 Harold Goodwin 110 RT milestone timeline 118 Just a Drop 122 Aradhana Khowala 123 Glenn Mandzuik 124 Expo City Dubai 126 RT Pioneers 138 Cruise Saudi 140 Jeddah Historic District 142 AlUla 144 Soudah Peaks 146 Cora Cora Maldives

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FUTURE-FIT DESTINATIONS 150 The Holy Cities 152 The Clock Towers 154 Poland 156 Malta 158 Switzerland 160 Azerbaijan 164 Jamaica 166 Florida 168 Morocco

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TRENDS 172 Aviation and transport 174 Cruise & luxury yachts 176 Hotels & accommodation 178 Wellness & luxury 180 LGBTQAI+ & loyalty 182 AI & Technology 184 Experiences, destinations

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LEADERSHIP 186 The Call to Leadership 188 Industry leaders inspire

DISCOVER ALUL A experiencealula.com

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Travel has the power to change the world

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AN OFFICIAL WTM LONDON PUBLICATION

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To travel is to live The industry’s power to transform lives for the better has never been so great, as the WTM London Yearbook 2023 reveals

he travel industry has emerged from the Covid pandemic triumphant. Transformed for the better in the face of adversity, the sector has finally stepped up to the plate, recognising its potential as an irrevocable force for good. As we approach the end of 2023, despite the complex geopolitical landscape, marred by war, escalating food and fuel prices, and green policy U-turns by politicians who should know better, the travel and tourism industry is rising above it all. Travel demand, on the whole, remains bullish, and although the cost-of-living crisis is packing a punch in some markets, when the purse strings do open for discretionary spending, it's travel that is benefitting. More importantly, though, we finally see cohesion, with all key stakeholders showing a united force in the fight to protect our planet and its people. From ramped up efforts to hit net-zero and net-positive targets and improved diversity, equity, and inclusion – for travellers and the travel workforce – to pioneers of new, empowering technology, as well as innovators leading the space age, there is much to celebrate. But this is just the start. Now is the time to build on this momentum. And this year’s WTM London theme – You have the power to change travel. And travel has the power to change the world – is a clarion call to us all. It rallies us to collaborate, knowledge share, balance profit with purpose and build a better future by leveraging the power of travel. This is the very essence of WTM London 2023, which not only serves as a platform to conduct busi-

ness, but to do so with a conscience, mindful of the path we tread as businesses, as individuals, and as travellers. This is reflected across the board, from conference topics to show floor content and the tourism propositions exhibitors will be promoting. Encapsulating this spirit, WTM London Yearbook 2023 features the people, places and companies at the forefront of industry change. From responsible tourism pioneers and future-fit destinations to advocates of gender parity, diversity, inclusion, and more equitable training, where every voice is heard, the publication shines the spotlight on who and what makes this industry outstanding. We look to the future too, asking industry figureheads, the movers and shakers, for their vision on how travel can change the world. To travel, is to live, and in doing so we gain untold knowledge, build cultural bridges, empower underprivileged communities, regenerate the natural environment, preserve tradition, foster innovation, and feed the soul. Tourism for positive social and environmental impact is the only way forward, and the WTM London Yearbook 2023 champions this ethos, providing a snapshot of all that is good about our industry.

Gemma Greenwood Editorial Director

WTM London 2023 11

FOREWORD

A new era for WTM London It’s time to carve out a bigger, bolder, brighter future for travel, says Juliette Losardo, Exhibition Director, World Travel Market London

elcome to a new era for World Travel Market London – the world's most influential travel and tourism event. More than a place to meet and do business; it's a place to carve out the bigger, bolder, brighter future we all want. It's a place for people who refuse to go back to the status quo. A trusted home, designed to help you to make plans, fix issues, diversify your networks, and make life-changing, business-building relationships. Earlier this year, WTM launched the Power to Change campaign, designed to inspire the tourism community to use its influence – because travel has the power to change the world, and we have the power to change travel. World Travel Market is serious about its commitment to environmental and social governance, and this can be seen through event and industry initiatives, such as the Responsible Tourism programming and the launch of the Diversity & Inclusion Summit in 2023. The conference programme at World Travel Market is unmissable this year with more than 75 sessions and eight conference tracks covering a full suite of critical learnings and support for the year ahead. The Ministers' Summit at World

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Travel Market in association with UNWTO and WTTC will take place on Monday November 6. Now in its 17th year, the summit is the world's most significant annual gathering of tourism ministers – and a real opportunity to witness debate and policy that will elicit that change. Also being unveiled on Monday 6 is the WTM Global Travel Report, produced in association with Oxford Economics, that will table the changing needs of travellers, highlight emerging and growing destinations, and also uncover behaviours for 2024 and beyond. In 2023, we welcome more exhibitors than ever before from far flung destinations and private sector companies. It’s incredibly special to bring everyone together and watch the magic unravel. We’re confident that WTM 2023 will deliver the value that industry stakeholders need. Finally, I would like to take a moment to thank our Premier Partner, Morocco, for working alongside us this year, for bringing the Kingdom of Light to World Travel Market – and for supporting us in providing an unforgettable three days in travel. Juliette Losardo Exhibition Director World Travel Market London

What will you discover? Buy your attractions pass expocitydubai.com

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COMMENT

People have the power to change travel Investing in talent is crucial to unlocking the tourism industry’s true potential, says UNWTO Secretary-General Zurab Pololikashvili

he power of tourism was made clear by its very absence. When international travel came to a standstill during the pandemic, the sector’s unique ability to touch on almost every part of our economies and societies was brought to the fore. Tourism not only supports many millions of jobs and businesses; it is a pillar of many economies and of the 2030 Agenda for Sustainable Development, contributing to almost all of the 17 Goals. In this way, tourism really does have the power to change the world, and it is a power UNWTO is working to ensure is fully harnessed. To really change the world, however, we must not only look at the global picture. We also need to change individual lives and drive transformation from the grassroots up. In this regard, tourism’s potential is enormous. Of all the businesses that make up our sector, 80% are SMEs (Small and Medium-Sized Enterprises), large numbers of them small family businesses or operated by single entrepreneurs. And, of course, tourism is one of the biggest employers on the planet. In some developing economies, most notably the Small Island Developing States (SIDS), the sector, tourism is the main source of employment and, in so many cases, offers the first step towards economic empowerment and independence, most notably for women and youth. At the UNWTO, we want to ensure as many people as possible are able to be part of tourism’s future. Moreover, we are committed to supporting people as they grow in tourism, earning the knowledge and

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the skills they need to thrive, whether it’s in tourism itself or in another economic sector. Right now, as a recent European Commission report noted, 25% of all tourism workers across Europe possess just low-level qualifications, making education and training essential for enhancing workforce skills and performance. That’s just in Europe. Globally, an estimated 900,000 jobs in the tourism sector will require vocational training by the year 2030, with much work still to be done to bridge the gap between what employers need and what workers can offer. Supporting tourism education and professional training will not only benefit tourism workers themselves in the way of better pay and more opportunities. A knowledgeable workforce will also be essential if we are to transform our sector at every level. The data reveals there is a shortage of talent in areas such as digital marketing, data analytics and artificial intelligence, while we will also need the right people in place if we are to make good on our pledge to build a more sustainable sector and make tourism a key part of our shared climate action. In 2018, the UNWTO established a special department dedicated to tourism education, investments and innovation. Education and training are the organisation’s key priorities, and it is also the focus of the Ministers Summit here at World Travel Market 2023. If we agree that tourism has the power to change the world, then we need to work together as a sector – from governments to employers – to make sure the right talent is in place to deliver on this potential, for the benefit of everyone, everywhere.

ABOUT ZURAB POLOLIKASHVILI Zurab Pololikashvili has been the Secretary-General of the UNWTO since 2018. He was previously Georgia’s ambassador to Spain, Andorra, Algeria and Morocco and its permanent representative to the UNWTO up until December 2017. Pololikashvili has also served as Georgia’s Minister of Economic Development and Deputy Foreign Minister, among other posts, and has a background in the private sector in the financial and business sectors. @pololikashvili unwto.org

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COMMENT

Harnessing the power of travel and tourism to shape a sustainable future From individual travellers to industry leaders and policymakers, we are all responsible for forging a responsible path for global tourism, explains Julia Simpson, President and CEO, World Travel & Tourism Council

n a world that is constantly changing, one thing remains constant: the transformative power of travel and tourism. Not only can it enrich our lives personally, but it also has the power to transform our world for the better. Travellers, industry leaders, and governments alike must come together to shape a more sustainable, biodiverse, and responsible future for global tourism. All human activity has an environmental impact, from using our phone to turning on the air conditioning. Travel and tourism must play its part in ensuring we do not only reduce our impact on the environment but improve the quality of life and job prospects for the communities we visit. Sustainability, often seen as a buzzword, is the very essence of responsible travel. Travellers today are more aware than ever of the environmental impact of their journeys. They seek experiences that are not only enriching but also aligned with their values. The travel and tourism sector must respond by prioritising sustainability at every level. From reducing carbon emissions to supporting local communities, sustainability should be at the forefront of our sector’s agenda. One key aspect of sustainable travel is the preservation of biodiversity. Our planet's natural wonders are a source of inspiration and awe for travellers, and they deserve our utmost protection. Biodiversity is not just essential for the environment; it also forms the basis of many travel experiences. Whether it's exploring lush rainforests, observing marine life in pristine waters, or encountering exotic wildlife, these experiences are irreplaceable and must be conserved for future generations. To ensure the long-term viability of our sector, we must strike a balance between

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growth and conservation. Sustainable tourism practices, such as responsible wildlife tourism and protected area management, are essential to safeguarding the natural world. Industry leaders, in partnership with governments and local communities, should work tirelessly to implement and promote these practices. Retail tourism, an often overlooked aspect of the travel experience, also plays a crucial role in shaping the future of travel. The products and services travellers purchase have far-reaching consequences. As travellers, we have the power to make sustainable choices. Supporting local artisans, purchasing eco-friendly souvenirs, and choosing products that have a positive social and environmental impact can make a world of difference. By doing so, we not only contribute to local economies but also promote sustainable practices within the retail tourism segment. In line with this, in September we launched a comprehensive Retail Tourism Report. Illuminating compelling trends within retail tourism it showcases how the sector is evolving, as well as challenges ahead and recommendations for sector’s public and private stakeholders.

ABOUT JULIA SIMPSON

I am inspired by the positive changes the travel and tourism sector is making towards sustainability, biodiversity preservation, and responsible retail tourism. But we cannot afford to rest on our laurels. Our collective efforts must continue to grow and evolve. Governments play a pivotal role in shaping the future of travel and tourism. They can support sustainability through policies that incentivise eco-friendly practices, invest in infrastructure that reduces the carbon footprint of travel, and promote the conservation of natural resources. It is essential that governments around the world recognise the potential of travel to drive economic growth while protecting our planet's fragile ecosystems. In this context, it's heartening to note that Rwanda, the host to our recent Global Summit, is a country that has taken remarkable steps to protect biodiversity. Rwanda's commitment to preserving its unique natural heritage, such as the mountain gorillas in Volcanoes National Park, serves as a shining example to the world. Its efforts to integrate conservation with tourism have not only ensured the survival of endangered species but created sustainable livelihoods for local communities. The power to change travel lies within each of us. Whether we are travellers seeking unforgettable experiences, industry leaders shaping the future of tourism, or policymakers defining the regulatory landscape, we all share a responsibility in forging a sustainable, biodiverse, and responsible path for global tourism. Travel is not merely a leisure pursuit; it's a formidable catalyst for positive change worldwide. By collectively committing to sustainable practices, embracing biodiversity conservation, and promoting responsible tourism, we can work towards a future where travel enhances lives, supports communities, and safeguards the beauty of our planet for generations to come.

Julia Simpson is the President and CEO of the World Travel & Tourism Council (WTTC), the global authority on the economic and social contribution of travel and tourism. Prior to joining the WTTC in August 2021, Julia spent 14 years in the aviation sector on the board of British Airways and Iberia and as Chief of Staff at International Airlines Group. Before joining British Airways, Julia was senior adviser to the British Prime Minister. She held a number of key positions in the UK government and public sector, including Director at the Home Office and Department for Education and Employment; Assistant Chief Executive at the London Borough of Camden; and Head of Communications at the Communication Workers Union. Julia is on the board of the London Chamber of Commerce.

LET YOUR BEACH VACATION TAKE YOU UP MOUNTAINS, DOWN RIVERS AND UNDER WATERFALLS. BUT DON’T WORRY, WE HAVE PLENTY OF PLACES FOR YOU TO CATCH YOUR BREATH TOO.

VISITJAMAICA.COM

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A year in review

WTM London 2022 exceeds expected attendance

Rwanda named WTTC 2023 summit host

2022

2023>

NOVEMBER

DECEMBER

JANUARY

WTM LONDON BOOST World Travel Market London exceeds expected attendance with 35,800 people participating and buyer numbers up 25% compared to 2021. The event, staged at ExCeL London from November 7-9, saw ministerial representation from 55 nations across the world – up 15% on 2021 and a 165% increase in exhibiting personnel versus 2021.

RWANDA TO HOST WTTC SUMMIT 2023 During the closing session of the World Travel & Tourism Council’s (WTTC) Global Summit in Riyadh, Saudi Arabia, the Rwandan capital, Kigali, is announced as the host city for 2023, marking the first time the event will be staged in Africa.

BEYONCÉ IN ATLANTIS GRAND REVEAL Global music icon Beyoncé performs to 1,000 VIP guests at Atlantis The Royal as part of the hotly anticipated hotel’s ‘grand reveal’. The official opening of the property, which is sister to the original pink Atlantis mega resort on The Palm Jumeirah, takes place the following month (February).

WORLD CUP KICK OFF Hosted in Qatar, the Middle East’s first FIFA World Cup™ kicks off on November 20, hotly contested by 32 national teams. Less than two weeks into the global sporting event, Qatar Tourism says the country has already welcomed more than 600,000 visitors from around the world. TOURISM LEADERS CONVENE AT COP27 At the UN Climate Change Conference COP27 in Sharm el-Sheikh, Egypt, the UNWTO brings leading sector stakeholders together to share practical insights into accelerating the shift to greater sustainability and reaching net zero.

Atlantis The Royal in January 'grand reveal'

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IATA PREDICTS RETURN TO PROFIT The International Air Transport Association (IATA) says it expects the global airline sector to return to profitability in 2023 as it continues to cut losses stemming from the pandemic’s impact. Airlines are forecast to post a small net profit of $4.7 billion – a 0.6% net profit margin this year. It is the first profit since 2019 when industry net profits were $26.4 billion. 20 NEW SHIPS IN 2022 It was a good year for ship building with 20 new cruise vessels delivered in 2022, according to Cruise Industry News, ranging from large ships to smaller expedition and luxury ships. Some 16 cruise lines debuted new ships including Carnival, P&O, Viking and MSC. The largest ship delivered was the 5,400-capacity MSC World Europa weighing in at 205,000 tonnes and now sailing in the Middle East and Europe.

TRAVEL ALMOST BACK TO NORMAL: UNWTO Based on forward-looking scenarios for 2023, international tourist arrivals could reach 80% to 95% of pre-pandemic levels this year, depending on the extent of the economic slowdown, the ongoing recovery of travel in Asia and the Pacific and the evolution of the Russian offensive in Ukraine, among other factors, says the UNWTO. SUSTAINABLE TOURISM DEMAND ON THE UP A major new report by the WTTC, Trip.com and Deloitte reveals a heightened appetite for sustainable tourism amongst consumers, with 69% of travellers actively seeking sustainable travel options. Data also finds three quarters of high-end travellers are willing to pay extra to make their trips more sustainable.

2022 TO 2023 TRAVEL INDUSTRY HIGHLIGHTS

Singapore eases COVID rules

China resumes issuing visas to foreign tourists

Turkish Airlines is named the Best Airline in Europe

FEBRUARY

MARCH

APRIL

SINGAPORE EASES COVID RULES Singapore drops requirements for travellers who are not fully vaccinated to show COVID test results or purchase coronavirus travel insurance from February 13, the government’s virus taskforce said on Thursday. Masks will also not be required to be worn on public transport, says the health ministry, and members of the public no longer need to use COVID tracing apps.

CHINA REOPENS TO FOREIGN TOURISTS China resumes issuing visas to foreign tourists for the first time since the pandemic broke out. The major easing of restrictions comes after Beijing declared victory over the virus and retreated from a zero-COVID strategy that has hurt its economy. Visa-free entry also resumes in Hainan Island and Shanghai for cruise ships.

TURKISH NAMED EUROPE’S BEST Turkish Airlines is named the ‘Best Airline in Europe’ for the eighth time by Skytrax. The carrier also outlines its strategic targets for the next decade, including the doubling of the carrier’s fleet from 400 to 800 by 2033, the year it wants to serve 170 million passengers annually and drive more than $50 billion by 2033, contributing $140 billion of added value to Turkey’s economy.

SAUDI UPS STAKES TO 25MN Saudi Arabia’s Minister of Tourism, Ahmed Al-Khateeb, says the kingdom is targeting 25 million international arrivals in 2023, up from 16.4 million in 2022. One of many visitor incentives, complimentary four-day (96hour) e-visas are introduced for passengers of national airlines Saudia and Flynas. JET2HOLIDAYS OVERTAKES TUI Jet2holidays overtakes Tui to become the UK’s largest tour operator by Atol size. Data published by the Civil Aviation Authority reveals Jet2holidays is now licensed to carry 5.8 million passengers, over half a million more than Tui, which has a licence for 5.3 million. Jet2holidays Chief Executive Steve Heapy thanks independent travel agents for the “integral role” they have played in the operator’s success and growth.

LUFTHANSA TO LAUNCH NEW AIRLINE German flag carrier Lufthansa reveals it will roll out a new regional carrier known as ‘City Airlines’ in mid2023, based out of its secondary hub, Munich. City Airlines will operate short- and medium-haul routes in Europe with an all-Airbus fleet. UK HOLIDAY TRAVEL BOUNCES BACK One year after the UK government lifts remaining COVID-related travel restrictions (March 18, 2022) new figures from ABTA – The Travel Association reveals 62% of people have since been on a foreign holiday. Data also shows demand for travel is now back in line with pre-pandemic levels, with ABTA’s tour operator and travel agent members reporting record-breaking sales since the start of the year.

TOURISM BUOYS US ECONOMY The industry’s outsized role in bolstering the U.S. economy is clear, says the U.S Travel Association, revealing direct travel spending totalled US$1.2 trillion in 2022, producing an economic footprint of $2.6 trillion—a return to 2019 levels. Travel directly employed 8 million Americans and supported nearly 15 million jobs. MULTIPLE WTM SUCCESSES WTM events are staged in Latin America and Africa simultaneously (April 3-5) and both witness strong growth. With 600 exhibitors, 6,000+ scheduled meetings and 22,000 subscribers, the 2023 edition of WTM Latin America witnesses 35% growth in visitation compared to 2022. WTM Africa welcomes 5,000 registrations and almost 600 exhibitors, while pre-scheduled appointments increase 35% year-on-year to 9,200.

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A year in review

A show record for ATM 2023

Dubai most-watched travel destination on TikTok

Fires rage on Rhodes

MAY

JUNE

JULY

SHOW RECORD FOR ATM The 30th edition of Arabian Travel Market (May 1-4) sets a new show record, welcoming more than 40,000 attendees, up 29% on 2022 and 5% on 2019. More than 2,100 exhibitors and representatives from 150plus countries take part in the landmark edition, which is themed ‘Working Towards Net Zero’.

DUBAI TOPS TIKTOK VIEWS AGAIN Dubai tops the list of TikTok’s most-watched travel destinations for the second year running, according to luggage storage app Bounce. Views for TikTok videos using #Dubai increased 72% to more than 140 billion since its study last year, up from almost 82 billion. New York City was the second most popular destination with almost 102 billion views and London followed with around 73 billion.

RHODES FIRES TAKE THEIR TOLL More than 19,000 people, mainly tourists, are evacuated from Rhodes as wildfires ravage the Greek Island, fuelled by temperatures of around 45C and burning around 15% of the land from July 18 to 28. Some resorts are damaged and the tragedy leads to mass flight and room cancellations.

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EMIRATES LAUNCHES SUSTAINABILITY FUND UAE carrier Emirates announces it has committed $200 million to fund research and development (R&D) projects focussed on reducing the impact of fossil fuels in commercial aviation. It says it’s “the biggest single commitment by any airline on sustainability” and added that the funds will be disbursed over three years. AMSTERDAM HOTELS HIT NEW HIGH Amsterdam’s hotel industry reported its highest average daily rate (ADR) and revenue per available room (RevPAR) for any month on record in April 2023, according to preliminary STR data released in May. Occupancy hit 83.9% (+13.6% year on year), ADR reached EUR214.51 (+30.5%), and RevPAR topped EUR180.07 (+48.2%).

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SINGAPORE AIRLINES VOTED WORLD’S BEST Singapore Airlines is named 2023’s best airline by Skytrax, taking the prestigious title from previous seven-time winner Qatar Airways. The airline ranking company bases its annual list of the top 100 airlines on data from an online traveller satisfaction survey. Qatar Airways takes second place in the 2023 best airline list, but wins “world’s best business class”, and Japan’s All Nippon Airways (ANA) takes third slot. UNWTO AND WTTC SIGN MOU In an historic first, the world’s two leading travel organisations agree to work together across several key objectives, signing an MoU at the G20 Ministerial meeting (Goa, India). Together, the WTTC and UNWTO will promote tourism across global and national agendas and work to progress skills, innovation, entrepreneurship, and investment and the transition to a more sustainable and resilient sector.

UK PACKAGE HOLIDAYS COMEBACK UK consumers are set to spend £40.9 billion on package holidays at home and abroad in 2023, bouncing back to 94% of pre-pandemic levels when Brits spent £43.5 billion , analysis of data from the Office for National Statistics by payment technology provider BR-DGE calculates. SAUDI TOURISM INVESTMENT BOOST The Saudi Public Investment Fund (PIF) establishes the Saudi Tourism Investment Company, to be known as Asfar. It will invest in new tourism projects and develop attractive destinations across Saudi Arabia.

2021 - 2022

Air India’s new look

Venice to trial over-tourism fee

Security pre-booking at T3 LHR

AUGUST

SEPTEMBER

OCTOBER

NEW ID FOR AIR INDIA Air India unveils new brand identity with a modern logo and fresh livery. The airline’s iconic mascot, Maharaja, part of the airline’s branding since late 1940s, takes a backseat in the rebranding, with the red-and-white colour scheme and the rising sun tail removed. The Government of India-owned airline was privatised in 2021 and under its new owner, the Tata Group, aims to become a premium carrier.

VENICE FIGHTS OVER-TOURISM WITH FEE Venice city council officials announce plans to introduce a €5 entry fee next year as the destination looks for ways to combat over-tourism and find “a new balance between the rights of those who live, study and work in Venice and those who visit the city”. The fee, applicable to visitors aged 14+, will be trialled for 30 days and focus on public holidays, summer weekends and peak tourism periods.

HEATHROW TRIALS PRE-BOOKED SECURITY London’s Heathrow airport says it will allow select passengers to pre-book security slots over the coming months as part of a six-month trial. The service, designed to cut queues, is only available to passengers flying with American, Delta, Emirates and Virgin out of Terminal 3.

MORE GLOBAL FIRE TRAGEDIES Wildfires engulf areas of both Hawaii and Maui, creating life-threatening conditions and forcing the evacuations of residents and tourists, with the death toll in the hundreds by mid-August. Meanwhile, fires rage on Tenerife in the Canary Islands, spread by high winds, leading to some evacuations and threatening the tourism sector. GREEK PM REACHES OUT TO TOURISTS Tourists whose holidays on the Greek island of Rhodes were cut short due to intense wildfires in July will be offered a complimentary stay in 2023, Greek Prime Minister Kyriakos Mitsotakis says during an interview on UK TV programme Good Morning Britain. “The Greek government in cooperation with local authorities will offer one week of free holidays on Rhodes next spring, the next fall, so that we make sure they come back to the island and enjoy its natural beauty.”

AIR TRAFFIC REVIEW AFTER MELTDOWN The Civil Aviation Authority (CAA) launches an independent review into the UK’s air traffic control system (Nats) meltdown, which saw hundreds of flights cancelled and delayed at the end of August. Nats Chief Executive Martin Rolfe says the system was brought down by a “one in 15 million” event involving “highly unusual duplicate markers” on a flight plan – an incident airlines say cost them at least £100 million. ME TOURISM POSTS STRONGEST REBOUND The Middle East's tourism sector posts the strongest post-pandemic rebound in the world, with tourist arrivals in Q1, 2023, up 15% on Q1, 2019, according to an HSBC report. The region also has the highest share of GDP from tourism at 5%. Saudi Arabia is leading the region’s recovery, with revenue from tourism more than tripling to $9.86 billion in Q1, a Saudi Press Agency statement says.

ICELAND ANNOUNCES TOURISM TAX Iceland is to introduce a tourism tax to help protect its environment, Prime Minister Katrin Jakobsdottir reveals in a media interview. “Tourism has really grown exponentially in Iceland in the last decade, and that obviously is not just creating effects on the climate,” she tells Bloomberg. “It’s also because most of our guests who are coming to us are visiting the unspoiled nature, and obviously it creates a pressure.” LOUIS THEROUX TO CLOSE WTM LONDON Renowned British-American journalist and broadcaster, Louis Theroux, will close out WTM London 2023 with a keynote speech on Wednesday November 8, show organisers reveal. In ‘An audience with Louis Theroux’, TV presenter, who has taken audiences on unforgettable journeys around the globe, will reflect on his experiences during his 30-year media career.

NOVEMBER WTM LONDON 2023 KICKS OFF The 2023 edition of WTM London takes place at ExCeL London from November 6-8 under the powerful theme ‘You have the power to change travel. And travel has the power to change the world’. The event’s Premier Partner is Morocco, which aims to double the number of incoming tourists to 26 million by 2030.

A SAF TRANSATLANTIC FIRST This month UK carrier Virgin Atlantic is due to operate the world’s first transatlantic flight powered entirely by sustainable aviation fuel (SAF). The flight, operated by a B787 Dreamliner with RollsRoyce Trent 1,000 engines using 100% SAF, will take off from London Heathrow on November 28, heading for New York JFK.

WTTC HEADS TO KIGALI Rwandan capital Kigali hosts the 23rd WTTC Global Summit (November 1 to 3), marking the first time the event has taken place in Africa. The home of the International Gorilla Conservation Programme, Rwanda will use the event as a platform to showcase the power of sustainable tourism to protect biodiversity and create thriving communities.

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Global tourism 2022

The industry outlook 2023

Global air travel 2023

Source: WTTC

Source: UNWTO, WTTC

Source: IATA

960mn

International tourist arrivals Versus

415mn 66% in 2021

Of pre-pandemic numbers recovered

$1tn +50% 58mn

235mn

4.35bn

International tourist arrivals

Air travellers anticipated

More than double Q1 2022 figures

Versus

80% $9.5tn 5% 22mn

Of pre-pandemic levels

Value of travel and tourism

International tourism receipts

Below 2019 pre-pandemic levels

Versus 2021

More travel jobs than in 2022

New jobs to reach 330mn total

4.54bn $803bn in 2019

Total revenues anticipated

+ 9.7% $9.8bn Versus 2022

Airline industry net profits anticipated More than double the previous $4.7bn forecast

INDUSTRY ANALYSIS

Global cruise travel 2023 Source: CLIA

Global business travel spend (US$ bn) Source: GBTA

31.5mn Passengers anticipated

+106% Versus 2019

85%

Of travellers who have cruised will cruise again

+6%

Higher than pre-pandemic

644,000 Berths forecast

$1,431 $661 $697 $933 $1,158 $1,299 $1,399 $1,472

in 2019

in 2020 (-53%)

in 2021 (+5.5%)

in 2022 (+33.8%) estimated

in 2023 (+24.2%) forecast

in 2024 (+12.2%) forecast

in 2025 (+7.7%) forecast

in 2026 (+5.2%) forecast

UK STATISTICS

REGIONAL FOCUS

TOURISM IN 2022

31.2mn Inbound visits

-24%

Versus 2019

$33.74bn Tourism spend

-7%

Versus 2019 TOURISM FORECAST 2023

35.1mn Inbound visits

+18% Versus 2022

86%

Of the 2019 level

$37.56bn Spend

+14% Versus 2022

104%

Of the 2019 level

£252.4bn

Tourism’s contribution to the UK economy

Sources: VisitBritain, WTTC

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CORONATION BOOST The Coronation of King Charles III gave the UK economy an estimated £337 million ($429 million) boost from extra tourism and spending over the three-day weekend (May 6-8, 2023), according to the Centre for Economics and Business Research, while hotel occupancies in London exceeded 96%, according to Nicholls. Tourism body VisitEngland said the boost from increased domestic travel over the Coronation weekend was much higher at £1.2 billion ($1.53 billion).

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culture

With over 300 days of sun, Malta is the perfect winter destination to get away from those grey UK evenings.

Mellieha, Malta

EUROPE STATISTICS AXYXYXYXYXYXYYXYXYXYX

Paris

“Travellers are flocking back to Paris, London, Berlin, Madrid, and Rome. Business travel is growing steadily. And China’s reopening is bringing welcome visitors to cities across Europe.” JULIA SIMPSON, PRESIDENT & CEO, WTTC

TOURISM IN 2022

$550bn Tourism receipts

The best performing region globally

TOURISM IN 2023 THE FIVE CITY ‘POWERHOUSES’

$71bn

Tourism contribution from London, Paris, Madrid, Rome and Berlin

-15%

Versus 2019 ($83.5bn)

807,000 Jobs

-17%

Versus 2019 (976,000) PARIS MAKES THE STRONGEST RECOVERY

$35.7bn GDP contribution

-6%

Versus 2019 ($38bn)

WTM London 2023 Oxford Economics 26 Sources:UNWTO, WTTCVisa,

REGIONAL FOCUS

Europe

COMMENT

Working together to build a sustainable European travel ecosystem Miguel Sanz, President, European Travel Commission calls for deeper collaboration among all stakeholders to safeguard the future of the region’s tourism industry

fter the crisis of COVID-19, the summer of 2023 brought into sharp focus the next great challenges facing the European tourism industry. With the recovery of tourism well underway, we are once again faced with bottlenecks, a shortage of skilled staff, the need to make this industry more environmentally sustainable and the adverse effects of overcrowding on local communities. It is no longer sufficient nor beneficial to simply attract an increasing number of tourists to European destinations. We must now actively work to shape travel patterns in a way that is sustainable for the planet and for the diverse cultures which make our continent such a unique place to visit. At the European Travel Commission (ETC) we have embraced economic, social and environmental sustainability as central to our vision for the future of tourism and are working with our member organisations and partners to move from a “first in numbers” strategy to one that focuses on sustainable tourism development. Forging a new path towards a sustainable future for tourism can only be achieved with the close collaboration of private and public sector actors at every level of the supply chain. The role of National Tourism Organisations (NTOs) and Destination Management Organisations (DMOs) is shifting from one that primarily focuses on attracting visitors, to engaging with local authorities, communities and stakeholders to develop tourism sustainably in their country or region. Many of

our members are actively working to promote lesser-known regions of their country to ease the pressure on tourist hotspots and unlock benefits for local businesses and organisations in more remote areas. NTOs and DMOs are doing important work engaging local communities in shaping tourism in their region by promoting independent enterprises using sustainable practices and encouraging tourists to purchase local products and crafts hence preserving local culture and traditions. This not only reduces the industry’s carbon footprint, but also yields economic, social and societal benefits for local communities by supporting small producers. While a perspective shift in tourist destinations encourages more sustainable practices on the local level, it is up to the European Union to create a harmonised legislative environment under which sustainable tourism can flourish. At ETC, we closely monitor and work with

Miguel Sanz

the EU to promote tourism as an important driver of the European economy, and advocate for more collaboration between the Member States to improve mobility and connectivity. We believe that deeper cooperation between the European institutions and national governments is needed when it comes to supporting more responsible tourism practices across Europe. For instance, the need for closer collaboration is well-demonstrated in the much-needed development of European rail. Though we have seen a surge in demand and the return of some overnight services, there is still a lot to be done to make train travel a simple and affordable option for European travellers. At the ETC, we believe that building a sustainable tourism industry is possible only by working together. Only when we share our skills, knowledge and best practices can we prepare our industry for a sustainable future and preserve the natural beauty and diverse cultures which make Europe the world’s number one travel destination.

ABOUT THE ETC The European Travel Commission (ETC) represents the national tourism organisations of Europe. Established in 1948, ETC's mission is to strengthen the sustainable development of Europe as a tourist destination and to promote Europe in third markets. Its 35-member tourism boards work together to build the value of tourism for all the diverse European destinations through cooperation in sharing best practice, market intelligence and promotion. For more information, visit www.etc-corporate.org and follow @ETC_Corporate.

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AFRICA STATISTICS AXYXYXYXYXYXYYXYXYXYX

TOURISM IN 2022

75%

Of pre-pandemic receipts recovered Egypt

46%

Y-o-y growth in tourists to 11.7mn

28%

Growth anticipated in 2023

TOURISM IN 2023

88%

Of pre-pandemic receipts recovered in Q1 Morocco

3rd

Most visited Arab country in Q1 2023, with 11mn visitors

Sources: UNWTO, WTTC, Oxford Economics, TrustYou

Johannesburg 2.2bn Tourism contribution in 2022 +4% versus 2019 156,000 Jobs +11.5% versus 2019 $3bn Tourism contribution by 2032

Pilanesburg National Park, South Africa

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REGIONAL FOCUS

Africa

MIDDLE EAST STATISTICS AXYXYXYXYXYXYYXYXYXYX

TOURISM IN 2022

REGIONAL FOCUS

71%

Of 2019 tourism receipts recovered

$327bn

Middle East

Contribution to the regional economy

-25.3% Versus 2019

6.8mn

People employed

865,000 More than in 2021

TOURISM IN 2023

100%

Sources: UNWTO, WTTC, Saudi Arabia’s Ministry of Tourism

Of 2019 tourism receipts recovered in Q1 The first region globally to achieve this

UAE 2022

SAUDI 2022

$49.17bn GDP contribution

16.5mn Tourist arrivals

-1.5% Versus 2019

+94% Versus 2019

10% 3.2% Of the total economy GDP contribution

2023 25mn Foreign tourists expected 1mn Jobs created

AlUla

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N.AMERICA STATISTICS AXYXYXYXYXYXYYXYXYXYX

“The U.S. remains the world’s biggest Travel & Tourism market although predictions show China will take that crown in 2032.” JULIA SIMPSON, PRESIDENT & CEO, WTTC

TOURISM IN 2022

68%

Of pre-pandemic receipts recovered North America

$3.05trn

Contribution to the regional economy -7% versus 2019

TOURISM IN 2023

86%

Of pre-pandemic receipts recovered in Q1 Growth hotspots Central America Caribbean North America

$3.7trn

GDP contribution forecast

United States $2.24trn Tourism contribution to the U.S. economy forecast for 2023, surpassing $2.17trn in 2019

Sources: UNWTO, WTTC,

17.4mn Jobs in 2023, just 1% behind 2019

21mn Jobs by 2033, or 1 in 8 jobs WTM London 2023

REGIONAL FOCUS

North America

AXYXYXYXYXYXYYXYXYXYX

TOURISM IN 2022

7.6%

Contribution to regional GDP

$302.6bn GDP value

Latin America's Travel & Tourism sector continues its recovery, demonstrating its resilience and people's enduring desire to travel. By the end of the year, the sector's contribution to the regional economy will exceed 2019 levels. We expect 2023 to be the year of the longawaited recovery of the sector in Latin America.” JULIA SIMPSON, PRESIDENT & CEO, WTTC

TOURISM IN 2023

7.9%

Contribution to regional GDP

$319.6bn GDP value

+1.2% Versus 2019

17mn

Jobs in the sector

+0.1% Versus 2019

Sources: UNWTO, WTTC,

Spotlight on Puerto Rico Total tourist spending in Puerto Rico is forecast to rise by 156% in real terms by 2032, a WTTC report has revealed. The industry is the backbone of the economy, supporting one in nine jobs in 2019. Youth employment in the sector accounts for around 14% of jobs, about double the share in Puerto Rico overall. The destination is a sustainable tourism champion, with direct emissions from its operations minimal, said WTTC Director of Sustainability Chris Imbsen. Source: WTTC

REGIONAL FOCUS

Latin America WTM London 2023 31

AXYXYXYXYXYXYYXYXYXYX ASIA PACIFIC STATISTICS

TOURISM IN 2022

28%

Of pre-pandemic receipts recovered

$1.6trn

Contribution to regional economy -50% versus 2019

TOURISM IN 2023

54%

Of pre-pandemic receipts recovered in Q1

$2.6trn

Contribution to regional economy forecast -16% versus 2019

China 2023 forecast 150% Increase in GDP contribution to CNY9.9trn Versus CNY12.27trn in 2019 11.5mn Jobs to be created to reach 74.7mn or one in 10 workers 50% Hike in international visitor spend forecast to CNY306bn -70% versus 2019 2033 forecast 27trn GDP contribution or 14% of the Chinese economy

Sources: UNWTO, WTTC

100mn Jobs, or one in 7 workers

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REGIONAL FOCUS

Asia Pacific

COMMENT

On the brink of bullish Despite economic uncertainty in some key markets, global travel demand will not be tamed and the 2024 outlook is rosy, explains Dave Goodger, Managing Director EMEA, Oxford Economics

nternational leisure travel will regain pre-pandemic levels in 2024, according to Tourism Economics’ latest global outlook. Global travel demand will continue to grow despite the rising cost of living and squeezed incomes; it will once again outpace wider spending activity as travel is prioritised over other discretionary spending. Total travel, including domestic demand, has regained pre-pandemic peaks in 2023, but with some lingering substitution away from cross-border travel. Substitution should unwind further over the coming year while overall demand will expand further. Travel spending will provide an important boost to many economies while other activity stagnates. The US traveller has been bolstering tourism activity on both sides of the Atlantic over the past year, in part due to the strong dollar, as well as due to sustained consumer demand for travel post-pandemic. Destinations within the Caribbean have notably benefitted from this US resurgence with international arrivals and spending growth outpacing most other world regions and surpassing pre-pandemic levels. A slowdown in the US economy looks certain with a high risk of a (mild) recession. This will not derail travel growth but some slowdown in demand is anticipated, while there are downside risks for many countries which are heavily reliant on US visitors.

In Europe, travel growth has been broadbased, despite some more evident economic stagnation. Long-haul travel from the US has been a notable benefit in addition to the strong intraregional demand. However, consumers are increasingly price sensitive, with an increased demand for package holidays, especially all-inclusive, in the low- and middle-income households due to the increased price certainty. Resurgent demand from Asia-Pacific is set to take greater importance in 2024, with notable growth from China already becoming evident following re-opening. China’s lifting of travel restrictions has been a pleasant surprise for many destinations over the past year but has so far still been dominated by domestic activity. Travel within China regained 2019 levels very rapidly in 2023, while both inbound and outbound travel are lagging. Lengthy visa and passport processes and backlogs have hampered realisation of some pent-up demand. Travel across Asian destinations has lagged recovery elsewhere, in part due to higher reliance on Chinese travel, but also due to some later re-opening in other markets and some caution in restoring flight capacity on major routes. Some Chinese embassies have now announced simpler visa processes while

DON’T MISS: WTM GLOBAL TRAVEL REPORT David Goodger will be presenting the WTM Global Travel Report, in association with Oxford Economics, on the Elevate Stage on Monday November 6 at 14.15. The session will uncover trends shaping the travel landscape in 2024 and beyond. This will be followed by a discussion with high-profile travel leaders discussing the report’s outcomes, trends they have identified and their strategies going forward.

Dave Goodger

airlines are more rapidly adding capacity. International travel growth in Asia is set to outpace all other world regions in 2024 but will remain further behind pre-pandemic norms. The Middle East is arguably the biggest success story for travel recovery in 2023, with international arrivals and spending now well above pre-pandemic peaks. This has been primarily led by the UAE, Qatar and Saudi Arabia, due to the increased prioritisation of tourism in these countries. For example, Saudi Arabia recently announced their new e-Visa allows easier access to the country. Recovery was also facilitated by earlier re-opening of some major markets and rapid restoration of air capacity to important regional hubs. By contrast, Africa continues to lag recovery, with some clear divergence between North and Sub-Saharan Africa on average, albeit with notable outliers such as South Africa and Seychelles. North African destinations have largely recovered on average, while Morocco has been a stellar performer within this region. The recent earthquake in the country may deter some visitors in the short term and emphasises the reliance of travel on precious natural resources and the environment. However, the travel sector has proved to be resilient over recent years and will rebound in coming years to continue to provide an important economic contribution.

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POWER TO CHANGE

You have the power to change

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INDUSTRY GAMECHANGERS The people, places and policies shaping the future of travel

s we stand on the cusp of a new era of travel, driven by technology, sustainability, and changing global dynamics, the WTM Yearbook 2023 takes a snapshot of the key players, destinations, and legislation driving the industry’s transformation.

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PEOPLE ELON MUSK Tech billionaire and the founder of SpaceX, Elon Musk, has a clear vision for interplanetary travel to ensure the human race is safe from an extinction-level event. With ambitious plans to colonise Mars and revolutionise long-distance travel with the SpaceX Starship, Musk is pioneering the path towards becoming a multi-planetary species.

GRETA THUNBERG

RICHARD BRANSON AND JEFF BEZOS

Greta Thunberg's climate activism has inspired a global movement demanding more sustainable travel practices. Her advocacy has pushed airlines and policymakers to consider the environmental impact of aviation and seek greener alternatives. Thunberg made headlines by choosing to sail for 15 days in a zero-carbon racing yacht to avoid the pollution associated with travelling by plane or cruise ship.

Commercial space travel pioneers Virgin Galactic, led by Richard Branson, and Blue Origin, founded by Jeff Bezos, are making space tourism a reality. These entrepreneurs are unlocking the potential for civilians to experience the thrill of space travel, paving the way for future space exploration.

DAVID ATTENBOROUGH David Attenborough's influential nature documentaries have ignited a global passion for sustainable travel and wildlife conservation. His powerful storytelling has encouraged travellers to seek out ecotourism experiences, support conservation efforts, and make conscious choices, guiding the travel and tourism industry towards a more responsible and environmentally conscious future.

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INDUSTRY GAMECHANGERS

MARTEN DRESEN Marten Dresen, the visionary founder of the Good Hotel, turns abandoned spaces into innovative, socially responsible hotels, providing jobs and training to local people as part of its overarching commitment to community development. Good Hotels are a social business, championing people by reinvesting its profits to help them realise their potential, truly redefining the meaning of a “good” hotel stay.

ALESSANDRA ALONSO

JAMES THORNTON Appointed CEO of Intrepid Travel in March 2017, James has delivered on the adventure travel specialist’s dual goals of growing the market for sustainable experience-rich travel and operating a company that balances purpose and profit. Under his leadership, Intrepid achieved B Corporation certification and in 2023, it was rated among the top 100 Most Influential Companies by Time magazine. James believes travel can truly change the world. See page 60 for an exclusive interview with James.

PATRICE GORDON Patrice Gordon is founder and CEO of Eminere, a consultancy that empowers organisations to embrace inclusive leadership and amplify underrepresented voices. A transformative figure in the travel industry, she spearheaded ground-breaking projects at Virgin Atlantic, including airline’s first graduate apprentice scheme, the Springboard programme for women’s development, and an industry leading reverse mentoring programme. By facilitating dialogues that foster diversity, she is shaping a more equitable and inclusive future for the travel sector. See page 94.

VIMBAI MASIYIWA Vimbai Masiyiwa is the co-founder of Batoka Africa, the continent’s first black-female-owned hospitality company, prompted by a desire to use the industry as a catalyst for social change and local economic growth. Batoka Africa recently launched the company’s first lodge in Zimbabwe – a property that not only employs local people but donates 10% of its bed-night revenue to a fund supporting staff to launch projects in their local communities. Her vision is to shift African perceptions of tourism and maximise the sector’s positive social impact. See page 64.

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Alessandra Alonso is the pluri-nominated, award-winning founder and MD of Women in Travel (CIC), a social enterprise that exists to economically empower women, connecting underserved, diverse female talent to employment and enterprising opportunities in travel, tourism and hospitality. Recognised as a trailblazer in the sector and an expert in gender empowerment and mentoring, Alessandra believes a sustainable future can only be achieved by putting women at the heart of communities and enabling their economic independence.

FREDERIC LALONDE Frederic Lalonde, CEO and Co-Founder of Hopper, an AI-driven that platform predicts and analyses flight and hotel prices, enabling travellers to make informed decisions and save money. His vision democratises travel by putting data-driven insights in the hands of millions, making travel more accessible, affordable, and efficient for everyone. Hopper ranks as the #1 travel app in 55plus countries and has been downloaded more than 100 million times.

At the heart of life At Rotana, we believe time well spent, is a life well lived. This enduring thought is at the heart of every experience we promise when you stay with us. Our distinct collection of brands include Rotana Hotels & Resorts, Arjaan Hotel Apartments by Rotana, Centro Hotels, Resorts and Hotel Apartments by Rotana, Rayhaan Hotels & Resorts by Rotana, Edge by Rotana and The Residences by Rotana. Transform moments into memorable experiences as we present a selection of diverse destinations, ideal for every journey. To find out more, visit rotana.com Treasured time. Our promise to you.

P.O. Box 95100, Abu Dhabi, UAE. T: +971 (0) 2 699 4444 F: +971 (0) 2 699 4445, head.office@rotana.com

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INDUSTRY GAMECHANGERS

PLACES ANTARCTICA Antarctica is the last and largest unspoiled wilderness area on Earth and a reminder of what the planet was like before the influence of man. An untouched frontier, it belongs to no one and everyone and is a lab for science, helping us understand the effects of global warming. As such, strict conservation measures are in place, building on the Antarctic Treaty of 1961 and the subsequent Antarctic Treaty System. All plants and animals in Antarctica are now protected and there strict protocols to prevent pollution. The treaty’s founding nations grants permits to would-be visitors, based on them adhering to strict rules.

Paradise Bay, Antarctica

AUSTRALIA Earlier this year, the Australian government pledged AU$4.4 billion (US$2.9 billion) to safeguard the future of the Great Barrier Reef, a move that was welcomed by the UN’s cultural agency, UNESCO. The commitment to funding followed UNESCO’s World Heritage Committee threatening to put the reef on the “in-danger” list, due to coral bleaching caused by pollution and climate change. In July, UN scientific advisors recommended the Great Barrier Reef not be placed on a list of world heritage sites “in danger” but stressed the planet’s biggest coral reef system remained under “serious threat”. UNESCO said the Australian government had taken positive steps to protect the reef since a UN monitoring mission visited Queensland in 2022.

BHUTAN Bhutan measures it success by Gross National Happiness (GNH) rather than GDP, acknowledging that sustainable development and progress should give equal importance to non-economic aspects of life in the country. The GNH Index, which covers psychological wellbeing, health, time use and balance, education, cultural diversity and resilience, good governance, community vitality, ecological diversity and resilience, and living standards, heavily influences Bhutan’s development policy.

DUBAI The Dubai Autonomous Transportation Strategy aims to transform 25% of total transportation in the emirate autonomous mode by 2030, with a view to reducing traffic accidents and losses by 12% and increase the productivity of individuals

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Below: Melbourne is a green city

Above: Zurich, a 'Smart City'

Right: Dubai has a zero emissions transport strategy

by 13%. Dubai’s Roads & Transport Authority (RTA) says it will save 396 million hours on transportation trips yearly. The RTA has also launched a ‘Zero-Emissions Public Transportation in Dubai 2050’ strategy, making it the first Middle Eastern agency to develop a long-term plan for achieving net-zero-emission public transport by 2050. The goal is to reduce carbon emissions across three key areas – public transportation, buildings and facilities and waste management – and plans include decarbonising taxis, limousines and public buses.

MELBOURNE Melbourne, Australia’s most populous city, led the sustainability rankings in Euromonitor’s Top City

Left: The Great Barrier Reef has avoided the in danger list

Above: Schönbrunn Palace, Vienna, named the best city to live in the world

VIENNA

Destinations Index 2023, with an ambitious target to reach net zero emissions by 2040. The city’s sustainability successes are wide-ranging, from retrofitting buildings to reduce their carbon footprint and transition to renewables, to greening streets, along with hosting carbon neutral events. In terms of sustainable tourism demand, Australia, Iceland and New Zealand are the top three destinations.

PARIS Paris retained its title as the world’s most attractive city destination, according to global market research company Euromonitor International, which revealed in its annual ‘Top 100 City Destinations Index 2022’ in January 2023. The French capital took the top slot following exceptional performance across the Tourism Policy and Attractiveness, Tourism Infrastruc-

ture and Tourism Performance pillars, said Euromonitor. The city has added more than 1,000 km of new bike lanes. and received the prestigious ‘Prix du Transport Durable 2023’ (Sustainable Transport Award) for innovation in the development of cycling infrastructure and reclaiming of areas devoted to private cars.

SAUDI ARABIA Saudi Arabia's rapid emergence as a tourism hotspot can be attributed to its ambitious Vision 2030 plan, which focuses on socio-economic diversification. The nation has opened up its cultural and natural wonders to international visitors, introducing e-visas, major infrastructure developments, and world-class entertainment events. Its rich history, stunning landscapes, and newfound accessibility make it a prime destination for global travellers seeking an immersive and unique experience. The kingdom is targeting more than 100 million visitors and 315,000 hotel rooms by 2030, and the year before, the country’s first ski resort in Trojena, will be the official host of the Asian Winter Games in 2029.

For the second consecutive year, Vienna has been named the best city to live in the world in the Economist Intelligence Unit (EIU) Global Liveability Index 2023. The EIU highlighted the Austrian capital’s “unsurpassed combination of stability, good infrastructure, strong education and healthcare services, and plenty of culture and entertainment”. The city boasts a thriving arts and culture scene, with local and international visitors attracted to its opera, gardens, and Schönbrunn Palace.

ZURICH Zurich has topped the IMD Smart City Index (SCI) list for 2023, recognised as a “liveable city with strong human-centric policies” and a highly connected global transport hub, The Swiss city stands out for its seamless integration of cutting-edge technology into urban infrastructure. With advanced public transportation, data-driven governance, and a robust focus on sustainability, Zurich excels in optimising resource management and enhancing the quality of life. Its commitment to innovation, coupled with a high standard of living, makes it a model for smart cities worldwide.

AlUla, Saudi Arabia, a rapidly emerging tourism destination

Paris has improved its bike-lane infrastructure

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INDUSTRY GAMECHANGERS

POLICIES OECS UPDATES TOURISM POLICY WITH BLUE ECONOMY FOCUS The Organisation of Eastern Caribbean States (OECS) is overhauling its OECS Common Tourism Policy with a focus on sustainability. The new policy, an update of the existing 2011 version, seeks to support competitiveness, balanced growth and sustainability, introducing new areas of opportunities specifically within the blue economy. It is being funded by the World Bank’s $9 million dollar ‘Unleashing the Blue Economy of the Caribbean'’ (UBEC) initiative with the OECS. It aims to provide guidance on sustainable tourism development, harnessing the potential of the blue economy, and climate-smart and resilience policies to foster prosperous and more equitable tourism industries.

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EU SETS SAF TARGETS FOR AIRLINES In April, the European Union cut a deal to set binding targets for airlines in Europe to increase their use of sustainable aviation fuels (SAF). The proposal aims to increase both demand for and supply of SAF. Fuel suppliers must ensure that 2% of fuel made available at EU airports is SAF in 2025, rising to 6% in 2030, 20% in 2035 and gradually to 70% in 2050.

GLOBAL SUSTAINABLE TOURISM COUNCIL'S NEW MICE AND ATTRACTIONS CRITERIA The Global Sustainable Tourism Council (GSTC), supported by the Singapore Tourism Board (STB), is developing new criteria for MICE (Meetings, Incentives, Conferences, and Exhibitions) and attractions. The GSTC MICE Criteria and GSTC Attraction Criteria will serve as the global sustainability standards for both industries.

Above: The GSTC, supported by the Singapore Tourism Board, is developing new criteria for MICE

Below: Banyak Islands, Sumatra; one area earmarked for sustainable development

Eastern Caribbean States are updating policies to focus on the Blue Economy

INDONESIA IN MULTI-MILLION TOURISM INVESTMENT DRIVE Indonesia is to plough an additional $973 million into developing priority tourism destinations across Sumatra, Central Java and various coastal resorts and islands over the next two years, steered by eco policies and green investment, the Deputy Minister of Tourism Product and Events recently announced.

SCHENGEN TO GO DIGITAL The EU Council and European Parliament have provisionally agreed on new rules to digitise visa application procedures in the Schengen area. If it gets the green light, visas will be issued in digital format, as a 2D barcode, cryptographically signed, reducing security risks related to counterfeit and stolen visa stickers. The aim is to make the application procedure “more efficient and to improve security of the Schengen area”. With few exceptions, all Schengen visa applications will be made on one central website. In 2019, the EU and Schengen Associated Countries received more than 17 million short-stay visa applications.

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A no-alcohol sign on the streets of Amsterdam

country’s travel and tourism sector. A first for the industry, a new Assistant Secretary of Travel and Tourism at the US Department of Commerce gives the sector a seat at the policymaking table. Geoff Freeman, the CEO of the US Travel Association told Skift: “Thanks to a bipartisan and bicameral group of congressional leaders, the United States will now join all G20 countries with a senior federal official focused on travel. The Assistant Secretary will play an important role as we partner with government to lower visitor visa wait times, modernise security screening and leverage new technologies to make travel more seamless and secure.” A bill has been passed to create a top governmentlevel position to represent the country’s travel and tourism sector

A US POLICY AND POSITION FIRST FOR TRAVEL AND TOURISM December 2022 marked a seminal moment for the US travel industry with a bill passed to create a top government-level position to represent the

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AMSTERDAM CLEANS UP ITS TOURISM ACT Amsterdam has introduced policies and new measures to “maintain the quality of life in Amsterdam” while “working to prevent tourism that causes nuisances”. The city council banned smoking cannabis in its red light district in May and two months later in July, stopped cruise ships from entering its city centre in July to prevent over tourism in its most popular areas. This follows the city’s “stay away” digital campaign in March, warding off tourists

visiting the destination for drugs, alcohol and sex. There are now fines for rowdy partygoers in public including €100 for drunkenness, €150 for noise pollution, €150 for public urination, and €150 for littering. Other measures include reducing the number of Airbnb rentals, hotels and river cruises with a view to shrinking annual overnight stay figures from 18 million to below 10 million.

DUTCH FLIGHT CAPS FROM 2024 The Dutch government will move ahead with plans to cap the number of flights at Amsterdam's Schiphol Airport next year in a bid to reduce noise, despite opposition by flag carrier KLM and airline industry groups. “Aviation can bring the Netherlands a lot that's good, as long as we pay attention to the negative effects for people that live near the airport,” Transport Minister Mark Harbers said in a September statement announcing the cap, which will go into effect in 2024 pending approval from the European Commission. Flights will be capped at 452,500 per year, Harbers said, 9.5% below 2019 levels and lower than a previous proposal of 460,000.

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Quotes that changed travel Leaders speak at key moments shaping the industry’s future

“The era of global warming has ended; the era of global boiling has arrived.” United Nations Secretary-General António Guterres speaking at the UN headquarters in New York City in July, the month set to be the hottest on record, according to new data released from the European Union and the World Meterological Organisation.

“Together, we can create a powerful synergy that will shape the global landscape, opening doors to endless opportunities and benefiting travellers, businesses, and destinations alike.” Julia Simpson, President & CEO, World Travel & Tourism Council, speaking in June 2023 after the WTTC and UNWTO sign an historic MOU to embark on a new chapter of collaboration.

“Global tourism is on track to return to prepandemic levels by the end of [2023]. By investing in people and projects that make a difference, we can deliver on the sector’s potential to drive growth and opportunity for all.” Zurab Pololikashvili, Secretary General of the UNWTO, June 2023.

“Recovering from the effects of the pandemic and combatting climate change go hand-inhand. As a global sector, aviation has a golden opportunity to show leadership as we ‘build back better’, aiming towards a sustainable decarbonised future.” ICAO Secretary General Juan Carlos Salazar speaking in July 2022.

“In the 1920s the world came to Saudi for oil, but in the 2020s, we're expecting the people of the world to come for tourism. That's why we say that tourism is the new oil.” Fahd Hamidaddin, CEO of the Saudi Tourism Authority, speaking to The National newspaper at ATM 2023 about the kingdom’s tourism plans.

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And a quote to change the world “Is this how our story is due to end? A tale of the smartest species doomed by that all too human characteristic of failing to see the bigger picture in pursuit of short-term goals. Perhaps the fact that the people most affected by climate change are no longer some imagined future generation, but young people alive today, perhaps that will give us the impetus we need to rewrite our story, to turn this tragedy into a triumph. We are after all, the greatest problem solvers to have ever existed on Earth. We now understand this problem. We know how to stop the number rising and put it in reverse. We must recapture billions of tonnes of carbon from the air. We must fix our sights on keeping one and a half degrees within reach. A new industrial revolution, powered by millions of sustainable innovations, is essential, and is indeed already beginning. We will all share in the benefits. Affordable, clean energy, healthy air and enough food to sustain us all. Nature is a key ally. Whenever we restore the wild, it will recapture carbon and help us bring back balance to our planet. And as we work to build a better world, we must acknowledge, no nation has completed its development because no advanced nation is yet sustainable. All have a journey still to complete so that all nations have a good standard of living and a modest footprint. We’re going to have to learn together, how to achieve this, ensuring none are left behind. We must use this opportunity to create a more equal world and our motivation should not be fear, but hope.”

British naturalist and filmmaker, Sir David Attenborough, urging world leaders to tackle climate change at COP26 in Glasgow, November 2021.

INDUSTRY RESHAPING GAMECHANGERS TRAVEL

“I’ve spent a lot of my working life promoting the UK and if people feel welcome in a destination, they are twice as likely to come again. In 2013 we ranked 11th in the world for our welcome. We are now 18th. I’m not saying that is all due to Brexit, but it’s a fact that people felt they wouldn’t be welcome [because of Brexit].” UKinbound Chief Executive Joss Croft, discussing the state of the UK’s post-Brexit travel industry at the Travlaw Big Tent event in London, February 2023.

“The cruise industry has always been and will continue to be at the cutting edge of innovation when it comes to environmental and maritime technologies. For this next phase of our journey to net-zero as an industry, we now need clear support from governments and policymakers to ensure that the right infrastructure is developed also on land and to encourage the investment and innovation that will be required for the development of sustainable marine fuels at scale.” Pierfrancesco Vago, Chairman of CLIA Global, discussing the cruise industry’s global efforts to decarbonise in October 2022.

“We had anticipated the strong return of travel, and as the last travel restrictions lifted and triggered a tide of demand, we were ready to expand our operations quickly and safely to serve our customers.” HH Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline and Group, speaking after the airline posted record-breaking profits of US$3 billion for FY2022/23.

“This is just the beginning, there's more going forward. With the growth of India (and) the growth of the Indian aviation market ... this is the right time for us to place this order.” IndiGo CEO Pieter Elbers speaking after the airline announced its world-record order for 500 narrow-body jets with European airplane maker Airbus at the Paris Airshow in June, 2023.

“European destinations must be prepared to effectively manage the increased demand and return of travellers. Tourist strategies must embrace travel dispersal in order to support destinations in addressing overcrowding, while also spreading the benefits of tourism to less-travelled areas. Tourism can and should be leveraged as a social, economic, and sustainable force for good.” Miguel Sanz, President, European Travel Commission commenting on the European Tourism: Trends & Prospects report for the second quarter of 2023, which found the region's tourism sector continues to recovery strongly post-pandemic.

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Saudi: making tourism history

WTM London 2023

Saudi Arabia, the world’s fastest-growing destination, largest investor in tourism, and champion of sustainable tourism, is pioneering a new era for the sector as Fahd Hamidaddin, CEO and member of the board at Saudi Tourism Authority, explains

INDUSTRY GAMECHANGERS Hegra, AlUla, a UNESCO World Heritage Site

Q: The UNWTO ranked Saudi as the second-fastest-growing tourism destination globally in 2022; what factors have made this possible? Saudi is driving change on an unmatched scale, with sustainable development front and centre of our plans, benefitting people, the planet and prosperity. Saudi’s increased connectivity has facilitated its rapid growth. Access to Saudi through visa initiatives has been continuously developed since we opened our doors to international travellers in 2019 – it is easier than ever before to visit. These initiatives include the eVisa programme first announced in 2019, which now includes 63 countries and special administrative regions, compared to the initial 49 countries at eVisa launch; the GCC residents visa announced in September 2022; and the Stopover Visa announced in January 2023. In 2022, we launched Nusuk, Saudi’s first-ever official integrated digital platform, which enables pilgrims to plan their journeys and includes issuing eVisas. Since its launch, 1.1 million eVisa applications and more than 800,000 visas have been issued. To enhance the Umrah experience, Muslim visitors with all Fahd Hamidaddin Saudi visa types will now be eligible to perform Umrah and enjoy a seamless experience. Our free 96-hour Stopover Visa is a unique travel incentive – visa holders are eligible for a complimentary one-night hotel stay during the stopover when booking through our national carrier, SAUDIA. These developments have been a significant step towards the kingdom becoming a must-visit all-year-round tourism destination, with millions of travellers from across the world taking advantage of these changes. We welcomed more than 94 million visits in 2022, a 93% increase compared to 2021. Saudi is the biggest investor in tourism in the world and this is turbocharging our record growth. With sector investment of $800 billion by 2030 and another $550 billion dollars being injected into the development of tourist destinations, the scale of investment has set the pace globally for tourism development and promotion. These developments are all fuelled by our

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INDUSTRY GAMECHANGERS ambitious tourism targets. We welcomed more than 16 million inbound international visitors in 2022 and expect even larger numbers this year based on great Q1 and Q2 results. In the first seven months of 2023, Saudi welcomed 17 million international visitors and we are aiming to reach 25-30 million international visitors by year end. It is an opportunity like no other and we are collaborating with like-minded partners from across the globe to join us on our tourism growth journey. In just a few years, Saudi has quickly risen to become the world’s most exciting new destination, providing the biggest opportunities in tourism today.

“

Saudi is the biggest investor in tourism in the world, turbocharging our record growth”

Q: What are the latest developments in hotel and resort inventory? Today, more than 500,000 hotel rooms are pipelined across Saudi, and this is expected to rise to 854,000 by 2030, of which 70% will be privately funded. Five of the most prestigious hotel groups, including Marriott International, Hilton Worldwide, IHG Hotels & Resorts, and Rosewood Hotel Group are set to open at least 30 properties in Saudi within the next three to

Q: How has STA built on this momentum in 2023? Saudi is undergoing the most ambitious transformation in the world and it is changing daily, always gaining momentum. A notable highlight in Saudi’s tourism journey this year was the successful celebration of World Tourism Day in Riyadh. This event brought together more than 50 tourism ministers and 500 government officials, along with industry leaders and global experts. World Tourism Day served as an exceptional platform to promote sustainable growth and development in the global tourism sector, with Saudi firmly establishing itself as a key global leader and sector facilitator. In collaboration with our local and international partners, Saudi will continue to set the pace to drive forward the latest developments shaping the future of global tourism. Q: You are on track to surpass the 100-million-visits target before 2030, so have new goals been set? Tourism is a key driver of Vision 2030 plans and, as a result of unprecedented investment and rapid growth, we are already close to reaching our original tourism targets. Now, our 2030 target is 150 million visits and 70 million of those are expected to be international. By the end of 2023, we anticipate 25 to 30 million international visitors – and this is before the Red Sea Global resorts and NEOM are open for business. Q: What are the latest updates on air connectivity and capacity? Total airline traffic as of Q3 2023 increased by 30% year on year, with current traffic 3% above the 2019 peak. We are transforming our capital, Riyadh, into a world-class transport hub connecting

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east and west. Under current development plans, King Salman International Airport in Riyadh will be one of the world’s largest airports, accommodating up to 120 million travellers by 2030 and 185 million by 2050. The Red Sea Resort has its own international airport, with the first flight touching down in September 2023. Overall, we are on track to deliver our targets outlined in the Saudi Aviation Strategy. It is backed by investment of $100 billion and will extend Saudi connectivity from 99 to 250 – plus destinations across 29 airports, tripling annual passenger traffic to 330 million by 2030.

The Red Sea’s first resorts will open soon

A year of Saudi tourism success NOVEMBER 2022 Saudi announces it will grant visas to World Cup ticket holders. JANUARY 2023 Saudi introduces the Stop Over Visa, permitting stopover passengers to stay in the kingdom for up to four days. FEBRUARY 2023 STA hosts roadshows in major Indian cities to increase awareness about Saudi as a unique tourism destination and becomes one of the new official sponsors of the Indian Premier League (IPL).

Above: Mindful experiences in the Asir Mountains The lush, green SaRiLeft: Wild jalSauLavenlavender der grows grows in Saudi's Asir region

MARCH 2023 STA signs a Memorandum of Understanding with the Trip.com Group to promote Saudi as a tourism destination. The kingdom also expands the GCC residents visa, which is now is open to all professions for those wanting to apply for a tourist visa. MAY 2023 STA launches ‘Rethink Summer’, its seasonal campaign aimed at promoting Saudi as a diverse, unique summer destination and Saudi Tourism Ambassador Lionel Messi returns to Saudi with his family. JUNE 2023 Saudi introduces new instant eVisas for six new groups – UK, US, and Schengen visas holders – as well as permanent residents of the UK, US, and any EU country.

five years. Diriyah will open more than 34 hotels across multiple brands, introducing several Saudi market newcomers. The latest hotel announcements include two new hotels from the Aman Group – Aman Wadi Safar will feature 78 rooms and 34 branded residences and Janu Diriyah will offer 120 rooms and a wellness centre. Our futuristic mountain ski resort, Trojena at NEOM, is under construction and set to host two luxury hotels from Marriott International, including Saudi’s first W Hotel. In AlUla, the latest hotel openings are from Banyan Tree and Cloud 7. The Royal Commission for AlUla is transforming a series of historical buildings in the AlUla Old Town into a boutique hotel and AlUla alone has plans to deliver more than 5,000 keys by 2030. But perhaps the most exciting developments are at the Red Sea, the world's most ambitious luxurious regenerative tourism development. There is currently a huge buzz in Saudi as developer, Red Sea Global (RSG), is in the process of handing over the first resorts to their operators and the Red Sea airport is now operational.

AUGUST 2023 STA sponsors LaLiga sports association to bridge cultures and unite people across nations through football. The authority, along with Saudi's Ministry of Hajj and Umrah, and the Pilgrim Experience Programme host roadshows in Bangladesh and Pakistan to promote NUSUK (nusuk.sa). Lastly, Saudi announces it will grant visitor eVisas to travellers from eight newly eligible countries: Albania, Azerbaijan, Georgia, Kyrgyzstan, Maldives, South Africa, Tajikistan, and Uzbekistan for leisure, business and religious (Umrah-only) travel. SEPTEMBER 2023 Saudi hosts the largest-ever World Tourism Day in Riyadh where the ‘Tourism Opens Minds’ global tourism initiative was launched. STA announces it will introduce Alipay+ to provide a seamless mobile payment experience for tourists from Asia and beyond. Finally, Saudi is officially granted ADS (Approved Destination Status) by the People's Republic of China.

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INDUSTRY GAMECHANGERS

Of the 50-plus resorts planned for the destination, two hotels at the resort are now taking bookings – super-luxe Six Senses Southern Dunes and the St. Regis Red Sea. The 76-key Six Senses Southern Dunes is located along the historic incense trade route with desert plains and the Hijaz Mountains as its backdrop, while the 90-key St. Regis Red Sea on the private Ummahat Islands will be accessible by seaplane or boat. Some of the first hotels to open will include Nujuma, a Ritz-Carlton Reserve on Ummahat Islands – it is the first property from the brand in the Middle East and joins a collection of only five Ritz-Carlton Reserves worldwide. The Red Sea's Turtle Bay Hotel is Saudi’s first Green Key certified property and the mega project’s first hotel. Since 2021 it has been used as a training ground for the 50 other sustainable properties in the pipeline. Q: How do high-profile tourism ambassadors such as Messi play a pivotal role in delivering tourism growth in Saudi? Messi is the greatest footballer of all time and the partnership with him was specifically designed to help share Saudi as a destination with international audiences and address international preconceptions about Saudi. It was very successful, generating a high volume of media coverage in target markets and sparking conversations about visiting Saudi on social media globally. Football is the most popular sport in the world, and especially in Saudi. The Messi partnership has had a positive impact on domestic and international tourism, bridging cultures through the beautiful game.

“

Saudi has quickly risen to become the world’s most exciting new destination, providing the biggest opportunities in tourism today”

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Q: Talking of Messi, what 2023 Saudi promo campaigns gained the most traction? Our ‘Rethink Summer’ campaign, launched in May 2023, had the biggest impact. It shared the beautiful diversity of Saudi with the world, from the cool, green highlands, to the coasts of the Red Sea and Arabian Gulf. A Saudi Tourism Ambassador, Lionel Messi contributed to the campaign’s success, visiting Saudi for the second time, and this time, bringing his family with him to experience the country’s unique blend of old and new, cultural and cosmopolitan. Tourism ambassadors have a big role to play in sharing Saudi with the world and will be part of our ongoing strategy. Lionel Messi said: “It was an incredible experience to explore the history of Saudi and learn about the rich culture of this amazing country. We were blown away by the authenticity and architecture of At-Turaif and the beauty of the Arabian horses. We were very warmly welcomed everywhere we went.” Q: Earlier this year, plans to invest a further $800 billion in Saudi’s tourism sector over the next decade were announced; how and where will this be spent? A key area of development is our Red Sea resorts on the west coast of Saudi. Construction contracts worth SAR46.7 billion ($12.5 billion) have been awarded by RSG to date. The Red Sea has its own international airport and will be ready to welcome its first guests this year. By 2030, the destination will be home to 50 hotels, 8,000 rooms and up to 1,000 residential properties, setting the global benchmark for sustainable luxury travel. It is the world’s most exciting new sun-and-sea destination that will rival top destinations such as Greece and Monaco. Set to open by 2024, NEOM’s new luxury island, Sindalah, will be an unmatched Red Sea destination for boat owners and yachting enthusiasts. Well-located for Europeans and accessible via the Suez Canal, it will have a nine-hole golf course, 469 rooms, a beach club, yacht club, 86-berth marina, 75 offshore buoys and almost 40 restaurants. Our heritage and culture offering is like nowhere else in the world. This year, Saudi’s Uruq Bani Ma’arid Reserve – a protected area in the south of the kingdom, located on the western edge of Rub’ al Khail, the largest sandy desert in the world – was officially added to the UNESCO World Heritage List, bringing our World Heritage Site total to seven. Diriyah, a 300-year-old UNESCO

World Heritage Site and the birthplace of the kingdom, is undergoing a $50.6 billion masterplan with Saudi heritage and traditions at its core. It will be transformed into the world’s most dynamic cultural tourist destination by

Tranquil views in Saudi's Asir Region

2030. After its historic opening to the public in December 2022, more than a million visitors were welcomed at Diriyah in the first six months. At-Turaif, Diriyah’s stunning UNESCO World Heritage Site and site of the founding of the First Saudi State in 1727, is

the historic heart of the giga-project, while Diriyah’s new dining district, Bujairi Terrace, has already become renowned for the depth and variety of its world-class culinary offerings. We are also continuing to develop The Line, Oxagon and Trojena, and major

projects in the capital city ‎such as Riyadh Sports Boulevard, King Salman Park and Qiddiya Amusement Park. The new King Salman International Airport masterplan is a key investment area for us. We expect it to contribute SAR27 billion

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($$7 billion) annually to non-oil GDP and to create 103,000 jobs directly and indirectly. Q: Saudi is the pioneer of several sustainable and regenerative tourism projects; how are you setting the global benchmark in this arena? Sustainability is at the heart of Vision 2030 and our tourism strategy. We are aiming to be the most sustainable tourism destination in the world, pioneering a brand-new model of development. Our Sustainable Tourism Global Centre is the first global multi-country, multi-stakeholder coalition that will lead, accelerate, and track the tourism sector's transition to net zero, driving action to protect the environment and support communities. It will spearhead the international action necessary to deliver the future the next generation deserves. By 2030, Saudi aims to conserve a total land area 11 times the size of Belgium and has committed to protecting 20% of its terrestrial, coastal, and marine environments. Home to more than 175 species of coral and 195 species of fish, 20% of which are native to the Red Sea, Saudi is a rich and diverse landscape. To protect Saudi’s nature and wildlife and its people, we are constantly innovating. Saudi’s national endangered species rehabilitation and biodiversity protection programme is rewilding 20 species from Arabian Oryx and Antelopes to Arabian Leopards, Sand Gazelles and Ibex. Our giga-projects are shining examples of sustainable development, with established

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“

Our unprecedented projects will go down in history as pioneering a new-era of tourism development and growth”

Saudi's diverse landscape: the Asir Mountains

Saudi Tourism Ambassador and footbal legend, Lionel Messi, visited Diriyah with his family earlier this year

sustainability policies and programmes that enshrine environmental protection and restoration, and the AlUla Framework is a world-leading example of community-led rural development. The NEOM economic zone, our $500 billion giga-project, is being built as a zero-carbon smart city that will run on renewable energy. And we are working towards producing carbon-free hydrogen at a $5 billion ‘green hydrogen’ project in NEOM – we will start exporting the clean fuel source over coming years. Not to forget our new King Salman International Airport is under construction and will be one of the world’s largest and most sustainable airports, powered by renewable energy.

INDUSTRY GAMECHANGERS

IN NUMBERS

TOURISM VISITS

AIR CONNECTITIVY 2023

2022 figures

94mn Visits, +93% compared to 2021

16mn International visitors 2023 forecast

25-30mn International visitors

Q: How will STA work alongside the new tourism investment company, Asfar, and the Tourism Development Fund? Asfar supports the growth of the country’s tourism sector. With $6 trillion worth of investment opportunities in Saudi until 2030, it is working hand-in-hand with STA and the wider Saudi tourism ecosystem to help us achieve our ambitious tourism targets. The focus of Asfar’s work is investing in new tourism projects and destinations in cities across Saudi to help develop attractive destinations and ensure we have world-class hospitality, retail, and food and beverage sectors. The company invests in the local tourism value chain and enables the private sector through co-investment opportunities, and by creating an attractive environment for local suppliers, contractors, and small and medium-sized enterprises (SMEs) to develop tourism projects and destinations,

Above: Red Sea hotel openings will give Saudi a huge inventory boost

2030

250+ Cities 120mn Annual passenger

capacity at King Salman International

330mn Annual passenger traffic across 29 Saudi airports

2030 target

There is no future in tourism without sustainability at its core.

165+ Cities

150mn Visits

2050

70mn International visitors

capacity at King Salman International

TOURISM INVESTMENT

$800bn By 2030

185mn Annual passenger

HOTEL INVENTORY 2023

500,000+ Hotel room pipeline 2030

854,000 $550bn Hotel room pipeline Additional investment in tourism destinations thereby creating a competitive environment that delivers the best tourism experience in the world. Q: Turning to WTM London’s ‘You have the power to change travel theme’, how is Saudi transforming travel and tourism? Saudi has been fortunate to have a blank canvas from which to reimagine tourism for the future.

We are showing the world that positive change on a mammoth scale is possible. Undergoing a transformation like no other, we are building the world’s most dynamic and diverse, year-round tourism destination, underpinned by sustainability and unmatched ambition. Our unprecedented projects will go down in history as pioneering a new era of tourism development and growth.

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INDUSTRY GAMECHANGERS

When travel becomes a force for good Living and breathing by its mission to balance profit with purpose, Intrepid Travel hopes to inspire other industry players to support more responsible business habits that drive meaningful change, explains CEO James Thornton in an exclusive interview with the WTM Yearbook James Thornton

responsible travel pioneer, Intrepid Travel, which has been operator small group adventure tours for almost 35 years, is on a mission create positive change through the joy of travel. Changing the way its travellers see the world and giving back to the communities they visit, Intrepid is not only the world’s largest purpose-led adventure travel brand, but the world’s largest travel B Corporation™ – an independent global stamp of approval recognising its commitment to using business as a force for good. B Corps are a relatively new type of business that create benefits for all stakeholders, not just shareholders. They meet the highest standards of verified social and environmental performance, public transparency, and legal accountability, look after their staff, work towards a more inclusive supply chain, and take corporate social responsibility to the next level. Q: Intrepid Travel was recently named on TIME's third annual ‘most influential companies’ list; what does this say about Intrepid and the industry in 2023? Being named on the TIME 100 list isn’t just a recognition for Intrepid, but for the entire adventure travel sector. It shows that our style of locally led, experiential travel is no longer a niche but actually helping to shape the future of travel. It’s a testament to the hunger and enthusiasm of our entire team.

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Q: Intrepid was the only tour operator and experience provider to be named on this list – what are the positives and negatives in that? It was a huge honour to be the only tour operator and experience provider on the list and a great acknowledgement of our 34-year history creating positive change through the joy of travel. The recognition puts our style of experiences on a pedestal in front of a whole new audience and shows that travel can truly have the power to change lives, if done responsibly. On the other hand, I hope to see other travel companies like us on the list in the future, in the same way I want other large players in the industry to join us as certified B Corp companies. As an industry, we can support more responsible travel habits and make the greatest difference by using our collective power, influence, and voice. Working together is the easiest and most effective way to have meaningful influence and create change. Q: As a company that believes in balancing profit and purpose, you encapsulate WTM London’s

Above: Intrepid has lobbied the Moroccan government to expand the tour guide license to include women

theme – ‘You have the power to change travel. And travel has the power to change the world’ – how has Intrepid changed travel and the world for the better? When our co-founders Darrell Wade and Geoff Manchester founded Intrepid in 1989, they set out to establish a business that gave back to the people and places it visited. Ten years later we became one of the first tour operators globally to appoint a responsible travel manager. I’m proud that over the past 34 years, we have been industry leaders in this space. In 2014, we were the first global travel company to ban elephant rides on all our trips, in 2020 we were the first global tour operator to commit to science-based targets focussed on reducing our carbon emissions, and just this year, our not-for-profit foundation has welcomed close to 30 new NGO partners around the world. I really believe we have had a positive impact on the communities we visit. As a B Corp, they are a core stakeholder in everything we do and every decision we make.

Luxor, Egypt: Intrepid has doubled the number of female tour guides it works with in many countries

Q: As an industry trailblazer, what power do you believe you have to encourage others in the industry to follow your path? Intrepid is proof that profit and purpose are not conflicting pursuits. In fact, it is proof that when they are pursued together, they can be amongst the most resilient business strategies an organisation can take. With the climate crisis, we won’t see change unless the whole industry is working together to reduce its footprint. At Intrepid, we want to keep driving forward industry collaboration and advocate for the industry to move to a more sustainable, responsible, and inclusive future for travel. This year, we are developing a climate advocacy strategy to engage other businesses to take climate action, particularly those within our supply chain. We have already developed a guide to help other travel businesses by providing an easy way for companies to get started on their carbon reduction journey, and we are committed to open sourcing more of our approach as it continues to evolve. Q: Why do some travel companies struggle to balance purpose and profit? We are seeing many companies committing to ambitious climate goals and taking their responsibility seriously, but it’s even more important that many more are offering transparency into how they are making meaningful

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INDUSTRY GAMECHANGERS Right: Intrepid is the world’s largest purpose-led adventure travel brand

CLIMATE CHANGE IS HAPPENING NOW WTM Yearbook: What keeps you awake at night as the CEO of Intrepid Travel?

James: “The extreme weather events we witnessed in Europe this summer were a stark reminder that climate change is happening right now and not a future problem. A recent review of our operational performance showed a sharp rise in these events impacting our trips around the world. We had trips cancelled and rerouted in more than 20 countries last year. These events not only have an impact on our customers, team and tour leaders, but long-lasting impacts on the local communities we visit. We know these extreme weather events are getting worse, species are disappearing, and inequalities are growing. We need to rapidly double down on our environmental and social goals and call on others to do the same.”

TREND WATCH WTM Yearbook: What will be the ‘next big thing’ in purpose-led adventure travel?

James: “I’ve recently returned from Rome where I visited one of our newest Intrepid Foundation partners, Cooperative Coraggio, which is transforming overgrown and abandoned public spaces into thriving agricultural gardens. On the outskirts of the city, far from any of the main tourist attractions, I learned so much more about culture and community through this visit than I ever have before. These off-the beaten path, locally led experiences that you just can’t find anywhere else, are the future of purpose-led adventure travel.”

strides towards their goals. At Intrepid, we publish an annual report and mid-year updates on climate, our Reconciliation Action Plan, and ethical marketing guidelines. We know we’re not perfect, but this transparency holds us accountable and shows where we are working to improve. Before setting goals or making ambitious plans, companies need to start measuring their impact to actually understand where improvements are needed. Empty commitments aren’t good enough anymore.

James Thornton in Rome

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Q: The pandemic shifted the global mindset and traveller behaviours – what significant changes has Intrepid witnessed, and how have you responded? The pandemic accelerated the responsible travel phenomenon way beyond what we forecast before Covid, and all signs are showing it will only continue to grow. More travellers are conscious of the impact of their holiday and expect the companies their travelling with to be doing all they can to be sustainable.

We used the pandemic as a time to review our itineraries, add more low-impact trips like cycling and walking and closer-to-home adventures, and embed more ‘purpose’, through activities like First Nations-led experiences, Intrepid Foundation partner visits and women-only expeditions. We also accelerated our decarbonisation programme on our trips by removing non-essential flights, where possible, and replacing them with public transport and adding plantbased meals on our Real Food Adventures. As the world and our customers have evolved, our business has too. Q: You are already the world’s largest carbonneutral travel company, so what’s the next step, and how close are you to achieving your 100% renewable energy target? That’s right, but we recognise being carbon neutral is no longer good enough. We need to shift our focus to rapid decarbonisation.

For us, a huge part of decarbonising is in supply chain management. To achieve our Scope 3 emissions target, we must work with our global suppliers and support them to decarbonise their own businesses. In terms of renewables, our goal is to have all of our global offices powered by renewable energy by 2025. That is proving to be a challenge and there are a few reasons why, a big one being that only select countries in which we operate have retailers actually selling renewables. We also have the added complication of hybrid working, which means we need to start accounting for staff members’ personal energy usage at home. While we work through these challenges, we are taking extra steps in markets where it is pivotal to make the shift. Our global headquarters in Melbourne uses 100% renewable energy and in South Africa, where the energy crisis is worsening, our office in Johannesburg is anticipated to be off the grid and functioning 100% on solar power this year. What is important is that we remain accountable and committed. Q: Diversity and inclusion underscore what you do – what are your greatest milestones to date and what’s next?

Right: Macnu Picchu, Peru: low-impact trips involving walking and hiking are in demand

Halong Bay, Vietnam: Intrepid’s goal is to create positive change through the joy of travel

I’m proud of the work we have done to increase employment opportunities for women in the travel industry. Prior to the pandemic, we doubled the number of female tour guides we worked with in countries like India, and in Morocco, we lobbied the government to expand the tour guide license to include women. We currently have a programme underway in Morocco to help support more women become tour leaders. We have been incredibly impressed by these women and know they are going to make a big impact on the tourism industry there. I’m also proud of our ethical marketing guidelines, which we developed with a number of consultants from different backgrounds around the world. This provides us with a strong framework to help shape our marketing and communications in a more diverse and inclusive way. Again, we are committed to reporting on progress twice a year – and being transparent about targets we might have missed. Q: Looking back, what would you say is Intrepid Travel’s greatest achievement to date? It is hard to pick just one achievement but becoming B Corp certified in 2018 will always be a highlight. The certification cements our commitment to balancing purpose and profit and means we are more dedicated and accountable than ever at being better and creating benefit for all our stakeholders. Q: And what’s next – Intrepid’s ultimate legacy? Our co-founders' vision was always for Intrepid to be owned by the people who work for the company. This year we took a massive step towards that, with nearly 500 employees becoming shareholders in the company. For many of our team, this is not something they could ever have imagined. Now they own a stake in a global business. We remain committed to our employee shareholder scheme in the future. Beyond that, in the years ahead, we aim to double our revenue, which will help us to invest in new innovations initiatives and technologies that will enable us to have an even greater positive social and environmental impact. With travel and tourism forecast to grow at double the average rate of the global economy over the next 10 years, the Intrepid of the future will support more local communities to own and operate their own businesses too – and creating more opportunities than ever before.

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frican business woman Vimbai Masiyiwa is on a mission to empower local communities and enrich lives through tourism. Taking the helm of Batoka Africa, the continent’s first black-female-owned hospitality company, she has launched the company’s first lodge in Zimbabwe – a property that not only employs local people but donates 10% of its bed-night revenue to a fund supporting staff to launch projects in their local communities. Her vision is to shift African perceptions of tourism and maximise the sector’s positive social impact, while opening the eyes of the world to Africa’s true value and beauty. Q: What inspired you to launch Batoka Africa? Starting Batoka Africa was prompted by a desire to use hospitality and tourism as a catalyst for social change and local economic growth. The process of opening the business was evolutionary in that I came in at a board-level, initially in the original lodge business about five years ago, and later I proposed and executed the move to creating a new, sustainably driven iteration of the lodge business in 2020. The post-pandemic travel experience has a more holistic focus, and the timing aligns perfectly with the vision we’d like to execute. Q: What are the group’s core values? Impact, sustainability and community. With all of our properties and endeavours we are driven by the desire to create meaningful impact within each community in which we operate and subsequently that we positively impact people’s lives – changing the trajectory of real families’ lives for generations to come. The larger goal that underpins what we do at Batoka Africa is to shift the African narrative in terms of the perception around tourism as well as success, with all of our values and actions feeding into this. Q: How do you balance profit with purpose? We are purpose driven and we don’t subscribe to the singular,

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How Vimbai Masiyiwa, cofounder of Africa's first blackfemale-owned hospitality company, Batoka Africa, is leveraging tourism as a catalyst for social change

antiquated notion that a business exists to maximise shareholder value. We fundamentally aim to create impact through sustainable luxury tourism, which in turn, drives revenue and profit. Executing our vision well means that we will catalyse meaningful change in a financially sustainable manner. Q: You’ve just opened Zambezi Sands by Batoka; what’s unique? Zambezi Sands is powered by community – from the team that makes your experience deeply memorable to key soft-touch elements. It is all about refined simplicity, incorporating the work of local artisans to make the entire experience a holistic celebration of the place, the people and the culture. The 10 tented suites offer all the luxuries yet retain the unfussiness of a safari camp under the stars and right on the water, with the décor incorporating the natural landscape. We worked closely with a handful of Zimbabwean-based companies which aim to uplift artisans, craftsmen and talented people from surrounding villages. These communities supplied the lodge with beautiful handmade homeware, including grass mats, beaded cushions, game sets and woven wall baskets. Q: And what’s next for Batoka Africa? My ultimate goal is for the world to see Africa’s true value and beauty; across all aspects of business I’m constantly thinking of how best we position not just Batoka Africa, but the continent as a whole. Today, as a new brand to market, we are focused on building our brand and creating valuable partner-

ABOUT VIMBAI MASIYIWA Vimbai Masiyiwa, a dynamic young businesswoman, is the co-founder of Batoka Africa, the first black-female-owned hospitality company in Africa and a pioneering, purpose-driven organisation. In her capacity as co-founder and CEO, she has spearheaded the strategic repositioning of Batoka Africa, focusing on investments in Zimbabwe and expanding its footprint across Sub-Saharan Africa, with the company’s first lodge, Zambezi Sands by Batoka, opening on the banks of the Zambezi River in February 2023. With her formative years spent in South

Africa, Vimbai is deeply committed to nurturing the African dream of success through sustainable ecotourism and hospitality initiatives. She champions this cause through the Tesse Fund, allocating 10% of guest stay revenue to assist employees in launching their own entrepreneurial projects. Education lies at the core of Batoka Africa's ecotourism endeavours in Zimbabwe, encompassing initiatives such as constructing schools and libraries and providing comprehensive training and skills development opportunities for Batoka staff

and the neighbouring community. Beyond her role in the travel industry, Vimbai is a staunch mental health advocate, offering her expertise as an advisor to various African organisations dedicated to destigmatising mental health, particularly among young people in rural areas. Vimbai Masiyiwa is the second eldest daughter of Tsitsi Masiyiwa and Strive Masiyiwa, a globally recognised philanthropist and influential business leader. Her multifaceted contributions reflect a profound commitment to empowering communities, fostering sustainable tourism, and promoting mental well-being across the African continent.

who in turn give back to their parents, siblings and neighbours by contributing at least four hours of community work every month. Taking a future-forward approach to the development of the lodge allows us to attract a greater swathe of travelers, while continuing to do good for the community and planet. This includes implementing initiatives (in line with global standards) that speak to supporting conservation, cultural protection and local community and economic development through our business. Our flagship initiative is The Tesse Fund where we take 10% from each bed-night sold, and it goes into a fund for our staff to start their own projects within their community. ships that benefit our communities in real time and hope to be able to share some of these success stories by the end of Q1 2024. As the first black-female founded hospitality company in Africa our long-term goal is to expand our footprint across Sub-Saharan Africa, with new properties in the pipeline including a wellness-driven property close to Victoria Falls – the first for the region. Lastly, we’ve also expanded our service side of the business, which provides management services in Zimbabwe, Zambia, Namibia and Botswana. Our concierge arm will cater to high-profile groups and individuals looking to create multi-destination, once-in-a-lifetime journeys across the continent. Q: What’s your ultimate goal for the organisation, in terms of female and community empowerment, and giving back to people and planet? Overall we aim to empower the African dream of success through ecotourism and hospitality; our employment strategy ensures 80% of staff at all levels are hired from the local community,

Q: What do you believe the industry can learn from the Batoka Africa model? Focusing tourism businesses on purpose and impact as a replicable, financially-viable business model. The reality is that tourism largely relies on finite natural resources to thrive and it is no longer viable to ignore the impact of the industry, yet I fundamentally believe that purpose and profit don’t have to be in conflict. Additionally I believe that the industry can use community as a driver for success – from empowering and upskilling local talent to leveraging the inbound traffic to create and support new businesses, tourism’s future lies in embracing the forgotten components of the value chain.

Far left: Zambezi Sands by Batoka opened earlier this year Above: 80% of all staff are hired from the local community

Q: How do you envisage your personal legacy? Shifting the narrative of my continent, being part of the larger conversation of positive change and ultimately a catalyst for people to finally see the true value of African products and services across all verticals – travel, beauty, fashion, culture and art.

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Projects changing travel

Major projects and developments driving tourism growth in key markets around the globe

MIDDLE EAST & AFRICA

ALULA, SAUDI ARABIA

Located 300 km north of Medina, this UNESCO World Heritage Site is home to ancient ruins and stunning landscapes that are reminiscent of Jordan’s famed Wadi Rum. Saudi authorities are banking on the location’s stunning natural beauty and commitment to sustainability to help attract two million tourists annually by 2035. Ultimately, the area is destined to feature galleries, museums and luxury eco-resorts housing a combined inventory of 9,000 guestrooms. AlUla already hosts a number of world-class accommodation options, including Habitas AlUla, which features 100 “experiential rooms”, and Banyan Tree AlUla, which offers luxurious one-, two- and three-bedroom Pool Villas overlooking iconic AlUla landscapes. See page XXX for more details.

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Ashar Valley, AlUla

GAMECHANGING PROJECTS

QIDDIYA, SAUDI ARABIA

Qiddiya’s water park

Being developed at a cost of $500 billion, this mega tourism attraction and theme park is planned to cover an area more than twice the size of Walt Disney World Orlando in Florida. It will feature five zones: Resort Core, City Centre, Motion Zone, Eco Zone and Golf Community. The world’s largest Six Flags theme park covering 32 hectares will be located in the Resort Core, as well as hotels and other tourism attractions, including a Jack Nicklaus-designed championship golf course.

Jeddah is set for a $20 billion makeover

DUBAI CREEK HARBOUR, UAE

THE JEDDAH CENTRAL PROJECT, SAUDI ARABIA

This six million sqm development will be twice the size of Downtown Dubai and feature the UAE’s tallest skyscraper, the $1 billion Dubai Tower, when it is completed. It will also house waterfront eco-resorts, a marina and yacht club, as well as vast commercial and retail space.

Saudi Arabia’s popular Red Sea city destination is set for a $20 billion tourism makeover, with a new cruise terminal, an oceanarium, opera house and sports stadium planned for development, in addition to more than 17,000 residential units, 2,700 hotel rooms, a marina, beaches and parkland. The waterfront redevelopment is being rolled out in three stages with the first scheduled for completion in 2027.

KHAZAEN ECONOMIC CITY, SULTANATE OF OMAN

Oman’s first giga project, Khazaen Economic City (KEC), will cover an area of 52 million sqm upon completion. In addition to ports and other economic infrastructure, KEC will feature hotels, commercial areas and entertainment zones. Located in Barka to the north of Muscat, it is the largest public-private partnership project currently underway in the Sultanate.

XZERO CITY, KUWAIT

Pitched as Kuwait’s first net-zero precinct, XZero City is also the Gulf country’s flagship sustainable tourism development. Covering an area of 1,600 hectares, the destination will feature a range of eco-friendly hospitality assets, including a five-star eco resort and lodges. The development will also accommodate up to 100,000 residents and feature edutainment attractions including a utility park and a nature conservation centre.

PALM JEBEL ALI, UAE

The largest of Dubai’s famous palm-shaped, man-made island archipelagos, Palm Jebel Ali has sat dormant since construction ceased in 2008, following the onset of the global financial crisis. Earlier this year, Dubai authorities revealed plans to kickstart development on the island, which is more than twice the size of the iconic Palm Jumeirah that houses some of the emirate’s most-popular beachside resorts, tourist attractions, restaurants, luxury villas and shopping facilities. According to an official statement, the mega Palm will feature more than 80 hotels and add more than 110km of shoreline to Dubai’s total area. It will feature hundreds of hotels, restaurants and leisure facilities.

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GAMECHANGING PROJECTS

ASIA-PACIFIC THE MANDALIKA PROJECT, INDONESIA

GRAND EGYPTIAN MUSEUM, EGYPT

More than 20 years in development, this landmark facility located just outside of Cairo on the Giza Plateau is set to become one of the world’s largest and most important museums when it finally opens in early 2024. The remarkable main building, with a façade designed to resemble the pyramids of Giza, will house more than 100,000 ancient artifacts, 4,549 of which will be from the tomb of the famous King Tutankhamun. The museum is expected to welcome around 15,000 visitors per day, roughly three times the number who currently visit the national museum in Cairo on a daily basis.

Spanning 1,175 hectares of coastal land in Kuta, South Lombok, this $3 billion precinct is the largest tourism infrastructure development project currently underway in SE Asia. Backed by the Indonesian Tourism Development Corporation (ITDC), the special economic zone will feature major international chain resorts, including Pullman, Paramount, Club Med, Royal Tulip, and Grand Mercure Hotel, offering a combined 16,000+ guestrooms. Pitched as a future eco-tourism global hotspot, the development will house extensive solar power infrastructure and a water desalination plant. Developers have also committed to retaining 51% of the area as open green space. Major tourism attractions will include a waterpark, a 27-hole golf course, 1,500 villas, and an international-standard motorracing circuit that will host annual MotoGP World Championship races. destination, albeit with limited tourism infrastructure.

FOREST CITY, MALAYSIA

This multi-billion-dollar development, which will be three times the size of neighbouring Singapore’s Sentosa Island when it is completed in 2035, is located in the Malaysian state of Johor. Forest City’s four reclaimed islands will house residential, hospitality and leisure spaces, while the destination will also feature its own customs and immigration checkpoint enabling visitors to travel easily to and from Singapore.

NEW ADMINISTRATIVE CAPITAL, EGYPT

Located 45km east of Cairo, the New Administrative Capital is one of Africa’s largest infrastructure projects. Developed at a total cost exceeding $58 billion, the city is designed to be a hub for the Egyptian government and will house an estimated 6.5 million residents. Major hospitality, retail and leisure facilities are planned, while the city will be linked to Cairo by a 100km-long monorail, which is being developed at a cost of $4 billion.

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SIEM REAP TOURISM DEVELOPMENT PLAN, CAMBODIA

Cambodia’s Siem Reap Tourism Development Masterplan 2021-2035 aims to turn this ancient province into one of Southeast Asia’s biggest tourism destinations. The plan, which calls for the development of new tourism infrastructure in areas close to the world heritage site Angkor Archaeological Park, anticipates the area to attract five million international visitors and 10.9 million domestic tourists by 2035, creating some 940,000 jobs and generating about $5.9 billion in revenues.

GAMECHANGING PROJECTS

EUROPE

EDEN PROJECT MORECAMBE, ENGLAND

This £100 million (US$1.3 million) project, which is being delivered by the team behind the first Eden Project in Cornwall, alongside local Lancashire partners, aims to “reimagine Morecambe as a seaside resort for the 21st Century, inspiring wonder and a connection with the natural world drawing on the Eden Project’s focus on education, ecology and community”, according to its developers. The sustainable attraction will feature various exhibits, live performances, immersive experiences, art, food, beverage and retail spaces.

THERME MANCHESTER, ENGLAND

Construction of the UK’s first city-based wellbeing resort, Therme Manchester, commenced last year, with the $290 million development scheduled for completion in 2025. Situated in Manchester’s Trafford City, the 28-acre resort will feature expansive thermal pools, a wellbeing spa, an all-season urban ‘beach’, an onsite urban farm, botanical gardens and a waterpark with what the developer describes as the world’s first living waterslides. A snow room, multi-sensory showers and oxygen rooms will also feature.

BATUMI ISLAND, GEORGIA

This pearl-shaped island, which is currently being developed off the coast of Batumi on the Black Sea, has been described as an iconic project that reflects the Georgian city’s rebirth as an international business hub at the crossroads of Europe and Asia. The government-funded development is being built sustainably on more than 80 hectares of reclaimed coastal land and will feature a mix of commercial, recreational, and residential infrastructure. WTM London 2023 69

GAMECHANGING PROJECTS

AIRPORTS NEW KIGALI INTERNATIONAL AIRPORT, RWANDA

Being developed at a cost of $2 billion and scheduled to open in 2026, Rwanda’s new international air hub will feature a 130,000sqm main terminal building capable of accommodating eight million passengers a year, rising to 14 million in the coming decades. The airport will become the new national hub for Rwandair and the main African hub for Qatar Airways, which will boast a majority (60%) ownership share of the new facility.

JOMO KENYATTA INTERNATIONAL AIRPORT, KENYA

East Africa’s busiest airport is set to receive a major capacity boost, thanks to the development of a new $612 million terminal funded by the African Development Bank. The Nairobi air hub’s greenfield terminal complex has been designed by award-winning architects Pascall+Watson and will become the official home of flag carrier Kenya Airways.

CAIRO INTERNATIONAL AIRPORT REDEVELOPMENT, EGYPT

Egyptian authorities are committing $387million to the redevelopment of Cairo International Airport’s ageing Terminal 2, with the revamped and modernised facility planned to accommodate up to 8.5 million passengers per year. The country’s main international hub will also benefit from the construction of a third parallel runway, a Seasonal Terminal and an Automated People mover.

DELHI NOIDA INTERNATIONAL AIRPORT, INDIA

Designed to alleviate congestion at Delhi’s Indira Gandhi International Airport, this multi-billion-dollar air hub is scheduled for completion in late-2024. Initially, DNIA will accommodate 12 million passengers annually and cover an area of 1,334 hectares on the outskirts of the town of Jewar in Uttar Pradesh.

NAVI MUMBAI INTERNATIONAL AIRPORT, INDIA

This greenfield international air hub, being developed at a cost of $2.1 billion, is designed to alleviate congestion at the city’s main Chhatrapati Shivaji Maharaj International Airport. Being built in three phases, the airport will initially accommodate up to 25 million passengers annually, with this figure rising to 90 million when it is fully operational in 2025. It will also be linked to the upcoming Mumbai-Hyderabad High-Speed Rail (HSR) corridor spanning Mumbai to Hyderabad.

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GAMECHANGING PROJECTS

LONG THANH AIRPORT, VIETNAM

Vietnam’s most expensive infrastructure project, the much-delayed $16 billion Long Thanh Airport in Ho Chi Minh City, is now scheduled to open in 2025. The airport, which will accommodate 100 million passengers annually, will replace Ho Chi Minh City’s ageing Tan Son Nhat International Airport, which was built during the Vietnam War.

WESTERN SYDNEY INTERNATIONAL AIRPORT, AUSTRALIA

One of the Southern Hemisphere’s largest transport infrastructure projects, the $3.6 billion Western Sydney International (WSI) Airport will complement the city’s long-standing Kingsford Smith International and underpin Sydney’s tourism growth strategy over the next 50 years. The airport, which is on track to open in 2026, will initially accommodate up to 10 million passengers annually, with this figure set to grow to 82 million by 2063, when a second runway will be in operation.

JFK AIRPORT EXPANSION, USA

Headlining the $18 billion redevelopment of New York’s famous John F. Kennedy Airport is the new $9.5 billion Terminal One international terminal, which will be built in phases. The terminal’s arrival and departure halls and 14 new gates are set to open in 2026, with the final nine gates slated to be complete by 2030.

CUSCO AIRPORT, PERU NEW SAO PAULO INTERNATIONAL AIRPORT, BRAZIL

Scheduled to open in December 2024, Sao Paulo’s third international airport is being built 40km north of the city at a cost of more than $2.2 billion. The privately operated facility’s 340,000 sqm passenger terminal will provide annual capacity for 48 million passengers. It will also feature two parallel 3,500-metre runways and a 70,000 sqm cargo terminal.

This greenfield $650 million airport, which will provide capacity for up to six million passengers annually, will open up one of Peru’s most popular but relatively inaccessible tourism destinations. Cusco, the former capital of the Inca empire, is currently served by Alejandro Velasco Astete International Airport, which has a capacity of just 2.3 million passengers a year, making it Peru’s second busiest air hub.

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GAMECHANGING PROJECTS

CRUISE TARRAGONA CRUISE PORT EXPANSION, SPAIN

Costa Fortuna

Situated an hour’s drive from Barcelona, Tarragona Cruise Port is currently building a $6 million cruise terminal featuring four berths that will be capable of receiving some of the world’s largest vessels. Scheduled to open next year, the terminal will feature a range of sustainable technologies. The development will significantly boost capacity at the port, which welcomed the likes of MSC Cruises’ 2,500-guest MSC Magnifica, Costa Cruises’ 3,470-guest Costa Fortuna and 5,322-guest Costa Fascinosa, and Oceania Cruises’ Oceania Marina, in summer 2023.

PATTAYA CRUISE PORT, THAILAND

Thai maritime authorities have revealed plans to build a $211 million cruise port in the popular resort destination of Pattaya. With construction due to begin in 2026, the offshore facility will be capable of accommodating two large cruise ships simultaneously, thanks to its 1km-long dock. According to local reports, it will be able to handle up to 1,500 cruise guests per hour as a home port and between 3,500 and 4,000 guests per hour when serving as a port of call. It is scheduled for completion before the end of this decade.

PORT CANAVERAL EXPANSION, USA

Already recognised as the world’s busiest cruise port in terms of passenger volumes, Florida’s Port Canaveral has confirmed it will soon begin construction on a new $175 million terminal, with the facility scheduled for completion in 2026. Port Canaveral is on track to welcome a record 5.8 million passengers in 2022-23, with this number to exceed more than 6.4 million with the addition of the new terminal.

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GAMECHANGING PROJECTS

ROADS & RAIL HIGH-SPEED RAIL LINKING THREE AIRPORTS PROJECT, THAILAND

This ambitious infrastructure project, which is due for completion in 2029, will link Thailand’s three main airports, Don Mueang, Suvarnabhumi and U-Tapao, by high-speed rail for the first-time. Spanning a distance of 220km, the rail network will accommodate passenger trains operating at speeds of up to 250km/h. The entire route will span five provinces – Bangkok, Samut Prakan, Chon Buri, Rayong and Chachoengsao – with a total of nine stations operating on the line.

MUMBAI-AHMEDABAD HIGH-SPEED RAIL, INDIA

Set to become India’s first high-speed rail service, construction of the Mumbai-Ahmedabad rail network began in 2020 and is expected to be completed before the end of this decade. The service will link these two major population centres by highspeed rail, with Japanese-designed passenger trains travelling at speeds up to 350km/h.

OMAN-UAE RAIL NETWORK

This $3 billion project, announced in March, will provide passenger rail services between the two Gulf neighbours for the first time. The 303km-route linking Abu Dhabi with Sohar to the north of the Omani capital Muscat will be served by trains capable of reaching speeds up to 200km/h, reducing journey times between the two cities to approximately 100 minutes.

MAYA TRAIN, MEXICO

Spanning the Mexican states of Quintana Roo, Yucatán, Tabasco, Campeche and Chiapas, this new 1,525km rail line is being built at a cost of $6.4 billion and is designed to promote tourism development in the country’s Yucatan Peninsula. The massive infrastructure development is forecast to create a further 80,000 tourism-related jobs in the region, which is renowned for its natural beauty and is already well established as a hugely popular tourism destination, albeit with limited tourism infrastructure.

BRIGHTLINE WEST HIGH-SPEED RAIL, USA

This high-speed rail service being built at a cost of $8 billion will link downtown Los Angeles and Las Vegas for the first time, with ultra-modern, low-emission trains travelling the 260 miles between the cities at speeds of up to 180mph. The Las Vegas terminal will be located just off the famous Strip, which will no doubt provide a major boost to the city’s weekend tourism receipts.

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ABOVE AND BEYOND EXPECTED.

Your Florida favorites are only the beginning. Take your vacation to new heights. Make the leap, go big, branch out. FOLLOW YOUR SUNSHINE.

INDUSTRY GAMECHANGERS

The reawakening of Diriyah A global gathering place revived, the City of Earth celebrates Saudi’s past and future, explains Kiran Haslam, Chief Marketing Officer, Diriyah Company

ounded in the 15th century, Diriyah, Kiran Haslam which today, is located on the outskirts of modern Riyadh, was once a pivotal city in Arabia. A settlement with global significance, it was home to the House of Al Saud, and in 1745, was named the capital, laying the foundations for what would later become a unified Saudi Arabia. Known as the City of Earth, Diriyah is where the first Saudi State was established and the Kingdom of Saudi Arabia was born. Its epic history and fate determined the course of lives and empires far beyond Arabia and today its ancient roots and heritage are not only being preserved but reawak-

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ened to re-establish its role as a meeting place for citizens from across the globe. This is being realised with the implementation of a 14 sq km Diriyah masterplan, comprising luxury hospitality, retail, residential and cultural assets that are redefining the potential of urban heritage development. Backed by a US$63.2 billion investment pipeline and overseen by Diriyah Company, a Saudi Public Investment Fund (PIF)-owned portfolio entity, the masterplan is set to contribute SAR70 billion ($19 billion) annually to Saudi's GDP and create 178,000 jobs by the end of the decade. In December 2022, Diriyah, known as the 'City of Earth', opened its first two assets to the public; At-Turaif and Bujairi Terrace, marking the first time in history that international travellers could journey to the heart

of the kingdom to discover its birthplace. At-Turaif, a UNESCO World Heritage Site inscribed in 2010, is the epicentre of the City of Earth, and its distinct adobe Najdi architecture is the design inspiration for the entire development. Bujairi Terrace, a dining district that’s home to more than 20 Saudi and international restaurants, has already become renowned for the depth and quality of its global offering. From Takya, which offers authentic Saudi food from each of the kingdom’s 13 provinces, to popular international brands such as Angelina, Tatel, Hakkassan and Long Chiem, it has forged a reputation as one of the Middle East’s leading gastronomic hubs. During the first six months of opening, more than a million visitors flocked to At-Turaif and Bujairi Terrace.

“

Diriyah will bring people together from all walks of life and from all across the globe”

Here, Kiran Haslam, Chief Marketing Officer, Diriyah Company, explains the grand vision for Diriyah, preserving its deep-rooted past while championing sustainable development fit for future generations. Q: Why is Diriyah, the City of Earth, such a significant tourism project? Diriyah, at its very core, is the remarkable origin story of the formation of the Kingdom of Saudi Arabia and the establishment of the first Saudi State. It is a location with a unique history that saw the Banu Hanifah tribe from the west coast of the peninsula migrate across deserts to the region known as Najd where they settled in a green wadi rich with life and fresh water. Over hundreds of years the tribe's population and identity grew and through unifica-

tion the area became the seat of power. It was home to inhabitants who educated both girls and boys, promoted academia, poetry and farming, and created the first treasury for common currency across the Arabian Peninsula. At its centre sits the ruling palace and seat of power, At-Turaif, which today is an extraordinarily beautiful UNESCO World Heritage Site. This is significant because it was only in 2022 that Diriyah opened AtTuraif to the world. Q: What’s the vision for Diriyah as a global gathering place? A catalyst for Vision 2030, Diriyah, the City of Earth, showcases and celebrates Saudi heritage and culture. Across Diriyah, we are reimagining what a city of the future should be, and we are building it. Renowned international brands from more than 40 hotels to thousands of F&B and retail outlets all sit

Left: Salwa Palace, at the heart of At-Turaif

Above: Diriyah’s role as a meeting place comes to life at the Bujairi Terrace dining district

in harmony with the natural landscape and offer a quality of life proposition yet to be seen in Riyadh. A mix of traditional adobe and evolved architecture inspired by the original Nadji style and in direct connection to a green wadi will create truly meaningful experiences, with homes, museums, commercial offices and centres for entertainment and technology all operating from a pedestrian human-centric urban environment. Diriyah will bring people together from all walks of life and from all across the globe. Being situated on the western side of the capital city of Riyadh, and only 15 minutes away from the international airport, it lends itself to being the primary stop on any visitor’s itinerary. Q: Beyond tourism, what’s the intended wider impact of this development? The size and scale of Diriyah alone is indicative of the impact we will have once the masterplan is built; 14 square kilometres, with an exceptionally complex subterranean infrastructure and home to mixed asset classes delivering sustainable urban living and wellbeing. We focus on our community and employ thousands of people, with a 'local first' focus. Within our organisation, 36% of our employees are female, of which 16% hold higher management positions. Additionally, across the business we are

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INDUSTRY GAMECHANGERS DIRIYAH DEVELOPMENT TIMELINE

2017

The 14 sq km Diriyah masterplan

HRH The Crown Prince and Prime Minister Mohammed bin Salman unveil the Diriyah Masterplan. Diriyah Gate Development Authority (DGDA) launches to oversee the delivery of the project.

2018

Distinguished international hospitality leader Jerry Inzerillo is appointed Group CEO, tasked with putting together a world-class team and driving the project forward to its completion in 2030.

2019

Saudi Arabia opens to international tourists for the first time.

2020

The Saudi G20 is hosted virtually from Diriyah during the COVID-19 pandemic.

2021

Sub-structure work is completed for the first phase of Diriyah.

2022

The grand opening of the first two assets to launch to the public takes place in December 2022: At-Turaif, a UNESCO World Heritage Site, and Bujairi Terrace, the region’s leading premier dining district, which attract more than one million visitors in the six months to follow.

2023

Renowned events programme ‘Diriyah Season’ returns in December and runs until March 2024, with hundreds of thousands of visitors anticipated. Showcasing culture and traditions in a modern celebration, the Diriyah Season promises headline events, including the electrifying Formula-E, and will culminate in a spectacular closing ceremony

2024-2030

New assets across hospitality, residential, retail, cuisine, and culture will be announced, break ground and launch every year between now and 2030. Diriyah will be home to 38 properties operated by globally renowned hotel brands and the new Diriyah Square will feature 400 retail and entertainment outlets, 150 fine-dining restaurants and premium cafés, and nine-plus museums, in addition to the six galleries at At-Turaif.

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proud to have 14% of Diriyah locals – the fabric of our community – who are helping to bring this project to life through a rich authentic lens. Over many consecutive years we have ranked highly on the ‘Best Place to Work’ list, which humbles us and informs us in equal measure, and is indicative of the impact we are having here in the kingdom. Our Group CEO, Jerry Inzerillo, recently ranked first on a power list of the Middle East’s most inspiring leaders, and the culture he has instilled in Diriyah is key to our progressive, open and empowering approach to bringing the City of Earth to life. And finally, Diriyah is perhaps the most significant project in the kingdom today, changing the way the world perceives Saudi Arabia. Q: As the ‘City Of Earth’, how does the project harmonise with nature? Historically, it was Diriyah’s wadi of flora, fauna and people that made it such a special place. When those first settlers sought shelter from the searing desert heat, it was the free-flowing water that met their needs. These waters carved the landscape over time and the rich fertile banks of the wadi hosted a lush canopy of palm groves and farm land for crops and animals to flourish. The preservation of this natural environment is the cornerstone of our masterplan. From the use of locally sourced building materials and authentic adobe architecture

to the replanting of thousands of indigenous plants, we are embracing and championing the origin story of Diriyah. Q: How will Diriyah set global benchmarks for responsible and regenerative tourism? Diriyah’s actions are setting new regional benchmarks in sustainable construction and development and in August, the first phase of Diriyah’s masterplan was awarded Platinum Level LEED for Cities Certification by the U.S. Green Building Council (USGBC). Marking the first time a project in the Middle East had received the accolade, Platinum certification is the highest level within the LEED framework and recognises Diriyah’s commitment to a smarter, sustainable, more resilient, and inclusive future. We have also looked to future technology in the field of manufacturing to partner with experts in sustainable and smart materials and processes, such as Partanna for concrete production. The integration of smart city technology to bring the pedestrian nature of our city to life is also key to being in harmony with nature, so that conventional transportation is continually challenged to create a brighter future for urban city life. In terms of regeneration, we believe strongly that being sustainable is simply not enough. We need to go several steps further, which is why of the 6.5 million plants, trees, and shrubs we have already planted in the Wadi, we have a laser focus on indig-

“

Above: A birds-eye view of the UNESCO World Heritage Site At-Turaif

Diriyah is perhaps the most significant project in the kingdom today, changing the way the world perceives Saudi Arabia”

enous varietals. This is important to ensure the correct ecosystem is maintained, with indigenous plants supporting indigenous insect life at the very start of that chain. From a people perspective, we are committed to establishing a self-sufficient destination that relies on local talent and skills for its development. Outreach, training, workshops, and internships offer young Saudis the opportunity to learn new skills and begin new careers. From recruitment to investment, we ensure all who wish to contribute to this incredible project have the chance to play their part. Q: What is world-leading and pioneering in the development of Diriyah? All of the giga-projects in the kingdom are pioneering. This is based on the vision of both King Salman and HRH The Crown

Left: Bujairi Terrace is a regional gastronomic hub

Prince, who established Vision 2030 to make us challenge conventions every day. In the case of Diriyah, building a city from scratch around a historic site of national pride provides many opportunities to redefine established practices. Whether in pioneering the rediscovery and use of traditional Najdi architecture or in the fusion of heritage, culture, community and accessibility in urban design, our human-first approach to construction has allowed us to reimagine the built environment in exciting and innovative ways. Q: How does Diriyah have ‘the power to change travel’, the WTM London theme?

Diriyah is iconic. Centuries of history, the pride of a nation, and a hub for cultural exchange, it will bring people together from the worlds of sport, culture, art, food, and entertainment with the best in luxury hospitality, amenities and design. Diriyah will be an epicentre for connection and community. We are so fortunate that Saudi is powered by smart, generous, eloquent and kind Saudis, who welcome visitors to the kingdom and engage in meaningful exchange. This has immense power to change the way people travel, and more importantly, change their mindset when they are return home.

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THE MIDDLE EAST

London calling… for Rotana The UAE-born hotel brand, turning 30 this year, is making its UK debut as part of an ambitious global growth strategy, as Chief Operating Officer Eddy Tannous reveals

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Africa. Its healthy pipeline of 49 properties currently under development will add another 10,382 keys to its portfolio. Here, Eddy Tannous, who recently joined Rotana as Chief Operating Officer, maps out the company’s blueprint for continued success.

AE-headquartered hospitality brand, Rotana, marks its 30th anniversary in 2023, a year that Q: It’s Rotana’s 30th anniversary this year; what has seen the company enter new defines this unique hospitality brand in 2023? markets, including the UK. From the opening of our first property, Known for its warm Arabian Beach Rotana, Abu Dhabi in 1993, hospitality and a growing portRotana has grown considerably folio of brands that cater to a and today manages a portfolio wide range of guest profiles, of 100-plus hotels in operation the company is spreading and the pipeline. We serve its global wings, making its more than six million guests debut in several strategic annually at our properties locations, and cementing its across the Middle East, Africa, position as a leading hospitality Eastern Europe and Türkiye. provider in others. Today, Rotana Rotana merges an unparalleled and operates 72 hotels comprising 19,237 unique blend of world-class standards Eddy Tannous keys in Europe, the Middle East and with genuine Middle Eastern hospital-

INDUSTRY GAMECHANGERS

Pontus Rotana Resort & Spa Gonio scheduled to launch in 2026 Arjaan Hotel Apartments by Rotana will open in Senegal in 2026

Rotana is opening two Centro-branded properties in London

ity to provide ‘Treasured Time’ for guests, colleagues and owners. With six distinctive brands, we are committed to expediting our growth and developing our offerings to suit ever-changing customer demand. Q: It’s been a transformative year for the company; what have been the highlights? It has been a milestone year for Rotana with multiple brand entries planned in key markets globally. We announced our UK debut with two Centro-branded properties in London – Centro New Malden and Centro Kingston – which are expected to open in 2024. Georgia will be another new territory for us, with the five-star Pontus Rotana Resort & Spa Gonio scheduled to launch in 2026,

adding 600 keys to Rotana’s growing global footprint. Building on our presence in Africa, we announced Rotana’s Senegal foray, with a new Arjaan Hotel Apartments by Rotana branded property, also expected to launch in 2026. This 150-key property will represent the height of elegant city living. Our newest brand, Edge by Rotana, has seen tremendous development this year and we are on track to reach our target of operating 30 Edge by Rotana properties across the region by 2027. To date, Rotana has opened three Edge by Rotana-managed hotels in the UAE – Arabian Park and Park Apartments and Damac Hills 2, alongside the signing of four planned Edge by Rotana properties in Riyadh earlier this year.

Q: What’s the strategy behind the London debut? London is one of the world’s largest business hubs and a key market for us as we continue expanding our footprint globally. Launching in two vibrant locations in London, Centro New Malden and Centro Kingston will offer business and ‘bleisure’ guests unique living spaces that combine finesse and functionality. Operating under the smart, stylish, techn-forward Centro brand, our London properties will be fully digitally driven, encompassing all touch points in the guest journey. Conveniently located with ample access to public transit, the Centro-branded hotels seamlessly combine comfort and practicality, which is perfect for business travellers in London.

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INDUSTRY GAMECHANGERS

“

“The introduction of Rotana in the UK is an exciting new milestone”

These two properties are launching as part of a wider agreement with CN Estates to develop up to 1,500 keys at multiple sites across the greater London region, all under the Centro brand. Q: And could we see more Rotana properties in the UK and Europe? The UK and Europe are important feeder markets for Rotana so ramping up our brand presence with assets in these locations makes business sense. In Q4 2023, our hotels anticipate high occupancies with a significant share of reservations already made from the UK, Germany and other European countries. We continue to evaluate market debut opportunities based on thorough research, identifying locations and guest profiles best suited to Rotana's brands. Q: What will be the impact of Rotana’s physical brand presence in the UK? The introduction of Rotana in the UK is an exciting milestone and will drive further brand recognition for guests in one of our key source markets. With additional London properties in the pipeline, we anticipate this

years of Rotana

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xyxyyxyxyx Saadiyat Rotana xyxyxyyxyxy Resort & Villas xyxyxyyxyx

brand recognition to spill over into other markets as guests look to stay at Rotana hotels when travelling abroad too Q: Rotana’s bullish expansion plans cover a wide geography; what’s the priority? Saudi Arabia remains an important market for us. We signed four Edge by Rotana hotels and one Rayhaan by Rotana property in Riyadh earlier this year, which will add 618 keys to our existing portfolio in the kingdom. In line with Rotana’s ambitious goal to triple the number of rooms it currently operates in Saudi to 6,000 over the next four years, we also added an ‘Edge by Rotana’ property

in Al Baha this year. Africa is an important market too, with Senegal in particular a rapidly growing tourism destination on the continent. For that reason, we cemented our prominent position in Africa by signing the Arjaan Hotel Apartments by Rotana branded property in Senegal, taking our total number of keys in Africa to 3,434. Q: You joined Rotana this year; what potential do you see for enhancing brand presence? As a homegrown UAE brand, Rotana is synonymous with Middle Eastern hospitality and the group continues to strengthen its position as a leading regional player. Leveraging my

1992

1997

2005

2006

2008

Rotana Hotel Management Corporation Limited is established

Rotana’s first Dubai property opens its doors

The company opens its first flagship property in Egypt, the five-star Grand Rotana Resort & Spa in Sharm El Sheikh, and grows its portfolio to 20 properties

Rotana launches its new affordable lifestyle brand, Centro by Rotana

Two new brands – alcohol-free Rayhaan Hotels & Resorts and Arjaan Hotel Apartments by Rotana – launch to market

1993 Opens its first property, Beach Rotana Hotel & Towers, which becomes the leading hotel in Abu Dhabi

2000 The hotel group grows to 13 properties in the Middle East and North Africa raising flags in locations including Abu Dhabi, Dubai and Egypt

2007 Rotana opens its first hotels in Kuwait and Sudan

2009 Rotana opens its first property in Saudi Arabia, in the Holy City of Makkah

LONDON LIVING Rotana’s two new London properties, both set to open in 2024, will be operated by Centro, its affordable hotel and serviced apartment brand Centro New Malden includes 70 distinctly designed apartments furnished to a fourstar hotel standard. Situated across the road to the New Malden Railway Station, guests staying at the serviced apartments

will enjoy easy access to Central London in under 25 minutes. Centro Kingston will be located along the north edge of Coombe Road in Kingston upon Thames. It will feature 31 highly distinctive apartments, each designed to maximise space, light and efficiency, including smart technology and in-room entertainment.

The lobby concept at Rotana’s two Centro-branded London properties

previous experience managing hotel operations across large groups, I will be working closely with the team to build on Rotana's robust development pipeline. We are keen to drive further expansion, create synergy across all aspects of our operations, and to ensure the consistent delivery of our ‘Treasured Time’ hospitality promise across the world. Q: How has Rotana evolved to incorporate sustainability into operations and beyond? Sustainability is a priority and we continue to develop ‘Rotana Earth’, our Global Corporate Sustainability Platform, to address the environmental, economic and social responsibility

impact across our portfolio. We actively strive to do our part in minimising our carbon footprint by reducing energy and water consumption, adopting clean technologies and optimising operational efficiency. We recently launched a sustainable and locally sourced breakfast offering across our UAE hotels. Guests can enjoy vegan varieties and organic homegrown produce. We have also introduced vegetable gardens to grow herbs and garnishes for use in some of our hotels. Q: And finally, what are Rotana’s priorities for the next 18 months? Rotana is gearing up to open several new

properties in Q4 2023, including Riviera Rayhaan by Rotana in Doha, Qatar, and Bomonti Arjaan by Rotana in Istanbul, Türkiye. For 2024, new openings will include Dar Rayhaan by Rotana in Al Khobar, Saudi Arabia. We also anticipate making our debut in the Algerian market with the launch of Azure Rotana Resort & Spa in the port city of Oran. In our home market, Abu Dhabi, Bloom Arjaan by Rotana on Saadiyat Island is also scheduled to open in 2024. The property will feature 217 serviced hotel apartments, a floating infinity swimming pool, a range of dining outlets and a state-of-the-art fitness centre.

2010

2013

2015

2017

2019

2022

Debuts in Iraq and Qatar

Rotana launches the non-serviced residential brand, The Residences by Rotana, and opens its first property in Bahrain

Inaugurates two properties in Istanbul

Rotana opens its first hotel in Muscat, its second in Erbil and another Centro in KSA

The company enters Bosnia and Tanzania for the first time

Rotana launches the Edge by Rotana brand, offering a new collection of independent hotels

2011 Six new UAE hotel openings are announced

2012 Three more UAE properties launch – one in Dubai and two in Abu Dhabi

2014 Debuts in Oman and Jordan

2016 Six hotels launch across KSA, Bahrain, Qatar and Congo

2018 Seven hotels open across the UAE, KSA and Türkiye, including Abu Dhabi's Saadiyat Rotana Resort & Villas

2020 Debuts in Morocco

2021 The Residences by Rotana brand marks its Istanbul foray

2023 Announces two Centro-branded properties in London and a resort in Georgia

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DIVERSITY & INCLUSION

Champions of inclusivity

Felicity Cousins throws the spotlight on trailblazers of diversity in the travel and tourism workplace

lthough travel is diverse in its very nature, the industry still has a way to go to reflect that diverse and inclusive global community in its workplaces. Creating a more diverse industry has been on the radar for a while and campaigns like #PullUpForTravel, which was launched by the Black Travel Alliance (BTA) in 2020, called on brands to create lasting change. Last year the Hurtigruten Group also announced the formation of its Black Traveller Advisory Board to advise the line on everything from engaging Black cruisers to making more diverse hires. But there are still some alarming statistics out there. In aviation only 6% of pilots are female – something the aviation sector is striving to change. In a recent whitepaper for the hospitality sector The Hospitality Industry Pipeline Coalition showed that improving gender equality was key. It found 70% of employees in hospitality are female, yet only 20% of them are executive officers and 8% of directors are female. And while the pandemic has not been kind to the sector as a whole, in the US, the Bureau of Labour Statistics reported that in 2020 employment in leisure and hospitality was down by 23% but a year later, 53.4% of job losses in the hospitality industry were experienced by women. Last year a United Nations-led pilot project to “put women at the centre of recovery efforts after Covid” resulted in a pilot in Costa Rica where 175 employees were trained on gender equality, 124 women employees received a promotion and 50% of participating businesses now offer maternity leave of 14 weeks. The LGBTQIA+ travel market is expected to reach US$568.5 billion by 2030 and a Booking.com survey this year showed 69% of those LGBTQIA+ interviewed would be more likely to favour airlines and brands with inclusive policies (for example, gender neutral uniforms). This rose to 83% for transfeminine travellers and 86% for transmasculine travellers. Given that the Equality Act 2010 does not just apply to employment, but to the provision of services, such as selling trips, those that prioritise inclusion will gain from the positive association of their brand,

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Above: Only 6% of all pilots globally are female

attracting a loyal and educated customer who sees diversity and inclusion as a positive. Here we look at the champions of DEI – the people who have the power to change travel across company strategy and culture and the recruitment process to create a progressive culture – one which embraces individuality to keep serving the needs of the sector’s diverse customers.

DIVERSITY & INCLUSION

STRATEGY Virgin sees the world differently Virgin, which recently won the IATA Diversity & Inclusion Team award, has always been right on the money with its campaigns for DE&I. Its Be Yourself saw Virgin Atlantic’s internal employee network membership increase more than120%, while the company’s employee engagement scores for inclusion increased by six percentage points. It’s See the World Differently recruitment campaign, which was launched during the pandemic, has led to an increase in applications from diverse backgrounds.

Maiden Voyage plays it safe Specialising in inclusive travel and safety training and awareness, Maiden Voyage has launched a new Inclusive Guest Safety Excellence course aimed at hotel staff. The interactive programme looks at best practice and the challenges faced by different guests, including women, solo travellers, LGBTQIA+ travellers and those travelling with both physical and hidden disabilities. Travel media flies DE&I flag TTG Media launched its 2023 Diversity and Inclusion in Travel programme, with seven partners working to champion equality within the travel industry. The initiative includes Avis Budget Group; Celebrity Cruises; Eurostar; JetBlue; The Travel Network Group, Tui and Visit Tampa Bay. The programme offers events, including a new accessibility focused seminar, as well as a seminar on how to market to both the LGBTQIA+ community and those who have accessibility concerns.

Virgin's Be Yourself campaign

COMPANY CULTURE

Aviation role model

BA flies proud British Airways’ involvement with Stonewall has helped it continue to find new ways to celebrate diversity and support individuals in its LGBTQIA+ community “to be themselves at work and achieve their full potential”. The British flag carrier also continues to champion its Flying Proud campaign, supporting its LGBTQIA+staff members and inspiring a more inclusive culture.

At IATA’s recent awards it was Poppy Khoza – Director of Civil Aviation, South African Civil Aviation Authority (SACAA) – who won Most Inspirational Role Model. SACAA reflects her commitment with women comprising 51% of employees. Khoza was also voted President of the International Civil Aviation Organisation (ICAO) last year and is the first woman to hold the role of director in ICAO’s 78-year history.

IHG champions diverse ownership IHG Hotels & Resorts has launched the IHG LIFT programme. The hotel group will commit more than US$30 million over the next five years to empower diverse hotel ownership. Julienne Smith, Chief Development Officer, Americas, IHG Hotels & Resorts, said: “Diversifying ownership is not only better for IHG, it also lifts up our entire industry.” The name LIFT stands for Leadership, Inclusivity, Facilitation and Transformation. Be Yourself Whoever you Are For a while now marketing experts have called on the travel industry to make its advertising more diverse and inclusive with a goal to attract a broader range of staff. Virgin Atlantic’s “Be Yourself Whoever you Are” campaign hit the nail on the head. The forward-thinking airline also recently changed

IATA 25by25 In addition to its awards, IATA’s ‘25by2025’ aids the representation of women in the aviation sector. The idea is that by 2025, the aviation sector (IATA members) will either increase its proportion of women in senior positions by 2025 or achieve a 25% increase in that metric. So far, 191 aviation industry companies have signed onto 25by2025, but only slightly more than half of IATA airline members have made the commitment.

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Credit: Natalia Mroz/IATA

The inspirational indie group The Travel Network Group's CEO, Gary Lewis has a vision “to create a community of inspirational travel leaders, who open the world up to life-changing experiences”. The group has a diverse team celebrated with initiatives like the Calendar of Cultural Events, organising events for different cultures and religions. The group is also collaborating with a DE&I recruitment agency and holds a certification as “Disability Confident Committed”. The company is setting up DEI training modules internally to help promote the importance of a diverse and inclusive workforce.

RESPONSIBLE TOURISM its uniform policy so staff can choose which of the Vivienne Westwood outfits best represents them. It also allows staff to have tattoos on display as it believes they are an important part of a person’s identity.

RECRUITMENT Lightning strike Thea Bardot (they/ she) is the Thunder and CEO at Lightning Travel Recruitment and one of LinkedIn’s Top Ten UK LGBTQIA+ voices. Bardot set up Lightning after seeing the industry was behind when it came to diversity and inclusion. “The hard truth is that when it comes to diversity and inclusion our industry is playing catch up. This is why I set up Lightning Travel Recruitment, a consultancy which consciously connects humans with businesses to help both to thrive. Having navigated this industry as a neurodiverse, trans non-binary individual, I am no stranger to the challenges that exist and it is that insight that fuels the work that we do. Our industry is people focused; we will not succeed if we fail to put people first. Our industry needs to change and we want to empower y'all to be the change you want to see.”

easyJet has appointed Nana Pam as its over 45s ambassador

counteract talent scarcity and an opportunity to reflect our diverse customer base.” Marriott’s Serve 360 Marriott’s latest Serve 360 Report highlights its progress towards its 2025 sustainability and social impact goals including allocating $50 million to increase hotel ownership among historically underrepresented groups in the US and Canada. Women made up 47% of Marriott’s global executives (Vice President level and above) at year-end 2022, with a goal to reach executive gender parity by year-end 2023. Eight of 13 members on Marriott International’s Board of Directors are women and/or people of colour as of May 12, 2023.

Flying in the face of diversity This April easyjet announced it had reopened its Generation easyJet Pilot Training for 200 aspiring pilots. The budget airline is funding opportunities for young women and young people from black, Asian and minority ethnic backgrounds to launch a career in aviation through a new partnership with Fantasy Wings. In 2018, Captain Kate McWilliams, 26 from the UK, became the world’s youngest-ever commercial airline captain. Flying for easyJet, McWilliams joined the air cadets at 13 years old and then at 19 years old she joined an aviation training programme. Women In Travel Women In Travel (CIC) aims to push for more diversity in travel and empower women economically. It focuses on diverse, disadvantaged and minority backgrounds. Women In Travel CIC’s Alessandra Alonso said: “Hiring with a more diverse and inclusive perspective can offer our industry a viable solution to

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easyJet’s ‘Nana Pam’ easyJet recently celebrated the 73rd birthday of Nana Pam, its oldest member of cabin crew. Pam joined easyJet 20 years ago at the age of 53 and has flown more than 4,500 flights for the airline, serving 800,000 passengers. easyJet has appointed Pam as its over-45s recruitment ambassador. The initiative builds on its successful recruitment campaign encouraging more over 45s to consider becoming cabin crew, which has delivered a 10% increase in crew members over 45 and a 160% rise over the age of 60 since 2022.

Choice Hotels recognised by NABHOOD The National Association of Black Hotel Owners, Operators & Developers (NABHOOD) has recognised Choice Hotels’ John Lancaster for his efforts to promote diversity in hotel ownership, operations and development. Lancaster, who is Vice President for Emerging Markets, Franchise Development and Owner Relationships, received the Chairman’s Award from NABHOOD, which advocates on behalf of African American hoteliers. Choice Hotels’ Emerging Markets Programme was developed nearly 20 years ago to build relationships within the African American, Hispanic, Native American and veteran communities and provide incentives for new franchises, such as financial awards and educational opportunities.

Choice Hotels’ John Lancaster (l) receiving the Chairman’s Award from NABHOOD President and CEO Andy Ingraham (r)

DIVERSITY & INCLUSION Place to Work and Fortune named Hilton the number two Best Company to Work For in the US, making it the top ranked hospitality company on the list. Hilton has also been named a Great Place to Work in more than 30 countries this year, earning the top spot in 11 of them. Hospitality opportunities for refugees Following World Refugee Day in June, the Sustainable Hospitality Alliance partnered with the Tent Partnership for Refugees to educate the world’s hospitality industry on how they can help connect refugees to work in the industry. The Alliance has already helped to create Hospitality Unite, a hub which hosts hospitality jobs for refugees and displaced people. The site also has information on how to look for employment with Accor (which has also recently signed a partnership with SINGA to help connect newcomers with the local community) Hilton, Hyatt, IHG Hotels and Resorts and Radisson Hotel Group.

Clockwise from top: easyJet doubles number of new entrant female pilots; United boosts racial and gender equity; Hilton named a Great Place to Work in more than 30 countries

United Airlines’ balancing act In January, US carrier United Airlines welcomed its inaugural class to its Aviate Academy flight school. More than 90% of pilots in the industry are white men. By 2030, the airline is aiming for 50% of the pilots it trains and hires to be women and people of colour. United plans to boost racial and gender equity by offering $2.4 million in scholarships through groups such as the Organisation of Black Aerospace Professionals and Latino Pilots Association. Disability recruitment drive for IHG Hotels & Resorts in Thailand In Thailand, IHG Hotels & Resorts has

partnered with Steps, a consultancy working with employers to realise the potential of neurodivergent people. According to Steps, there are more than two million people with disabilities registered in Thailand and fewer than 25% of them are employed. IHG is working with Steps on a pilot across five of its hotels in Thailand initially, with a view to expansion. Hilton offers mental wellbeing resources to staff and named Great Place to Work Hilton has a new mental wellbeing resource platform Thrive at Hilton designed to support its 450,000 staff and de-stigmatise mental wellbeing in the workplace. In 2023, Great

Premier Inn’s mini hotel training school As part of its Force For Good programme, Premier Inn has a partnership project with Coventry’s Hereward College for young people who have complex disabilities and learning difficulties. The UK college teaches valuable hospitality skills, from guest relations to housekeeping, in a realistic hotel setting. The mini-hotel is a training facility and helps young people to learn skills in the hospitality industry. In April this year, two students graduated and found paid employment at their local Premier Inn after graduating from the Hereward College mini hotel. Contiki at the forefront of gender parity Contiki was recognised at the first International Women in Travel and Tourism Forum (IWTTF) awards in June this year. Noted for 63% of leadership positions within the Contiki held by women, the award celebrated DEI in travel, tourism and hospitality. Contiki has many initiatives in place including contracting expert voices to represent diverse groups, such as its LGBTQIA+ ambassadors, supporting charities such as Rainbow Railroad, drawing up DEI guidelines and conducting DEI training and workshops for staff. WiHTL is a Collaboration Community devoted to increasing diversity and inclusion across hospitality and travel. Its mission is to support companies across the industry to create diverse and inclusive environments and to positively impact five million employees globally by 2025.

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DIVERSITY & INCLUSION

Felicity Cousins looks at the companies redefining the travel experience by embracing diversity and inclusion, creating a more equitable and welcoming journey for all

All-inclusive travel, but not as we know it F

or the travel industry to truly address diversity and inclusion it must create equality across every aspect of the journey. It must consider travellers from all backgrounds, people who may need help with accessibility, as well as those with invisible disabilities. We still hear about wheelchair users being “left” on planes when everyone has disembarked, women feeling less than comfortable in some hotels, or destinations that are dangerous for LGBTQIA+ travellers to explore. Booking.com found four fifths (80%) of LGBTQIA+ travellers had to consider their safety

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and wellbeing as an LGBTQIA+ person when selecting a destination – up from 64% last year. Expedia Group Media Solutions’ recent Inclusive Travel Insights Report: Understanding Traveller Values & Opportunities for Marketers, shows the travel industry has made strides, yet only 54% of consumers said they have seen options that are accessible to people of all abilities, and just 52% have seen options that are inclusive of all types of travellers. Ignoring all travellers is something the industry will do at its peril; 70% of consumers are willing to pay more when

making a travel choice that is more inclusive to all types of travellers, the report found, and 78% of consumers said they’ve made a travel choice based on promotions or ads that they felt represented them through messaging or visuals. Of course, it doesn't matter how many companies offer inclusive travel trips or can offer itineraries to LGBTQIA+ travellers and those travelling solo if the infrastructure and culture around diversity is not already in pace. As discussed in the yearbook’s ‘Champions of inclusivity’ feature, instilling a diverse leadership culture and inclusivity

across the industry will eventually filter down to the traveller experience being more culturally inclusive and diverse – but there is much work to be done. Consumers are not only actively looking for more diverse offerings when it comes to travel companies, services and destinations, but are willing to pay more for brands that “care” about all travellers, no matter their background, physical ability or gender. Here we look across the industry sectors to see what’s happening in the DE&I space, and how travellers can hope to see some positive changes in the future.

DIVERSITY & INCLUSION Clockwise from opposite page: More travel companies are addressing accessibility; UK airports are improving access for wheelchair uses; Tokyo Haneda wins World's Best PRM and Accessible Facilities award by Skytrax

DELTA TO LAUNCH ONBOARD WHEELCHAIR ACCESS Delta Flight Products, a subsidiary of Delta Airlines, has revealed a working prototype for a new wheelchair-friendly cabin. Designed in collaboration with UK-based Air4All, the airline is looking at how it can allow disabled passengers to remain in their own wheelchairs throughout the flight. The design converts a standard plane seat to accommodate a wheelchair. The airline hopes to obtain approval for commercial use over the next year or so, pending successful testing.

ACCESSIBILITY WINS AT LIMITLESS TRAVEL UK RAMPS UP AIRPORT ACCESSIBILITY

PRM EFFORTS CHAMPIONED BY SKYTRAX

According to the UK’s Civil Aviation Authority (CAA), airport services for disabled and less mobile passengers have improved "significantly" over the last year. The Airport Accessibility Report looked at 26 of the UK’s largest airports and ranked them based on "providing a timely assistance service” for those travellers asking for help. The annual report includes all UK airports that handled more than 150,000 passengers in the last year and reveals that in the period April 2022 to March 2023, 18 airports consistently achieved a "good" or "very good" ranking. These include Aberdeen, Belfast International, Belfast City, Edinburgh, Glasgow, Liverpool, London City and Newcastle. The CAA introduced The Airport Accessibility Framework in 2014, focussing on encouraging airports to increase staffing and to invest in equipment.

At the Skytrax World Airport Awards 2023, the award for the World's Best PRM and Accessible Facilities went to Tokyo Haneda. The award looked at terminal drop off/pick up areas, access around airport, PRM (person with reduced mobility) parking facilities, assistance points, immigration priority desks, priority seating for PRM customers, PRM washroom/changing facilities, wheelchair services, hidden disabilities/Sunflower Lanyard Scheme. The top 10 airports for this award were: 1. Tokyo Haneda 2. Kansai 3. Seoul Incheon 4. Singapore Changi 5. Istanbul 6. Zurich 7. Chubu Centrair Nagoya 8. Frankfurt 9. Paris CDG 10. Rome Fiumicino

Limitless Travel was born in 2014 when founder, Angus Drummond, was told that one day his illness would prevent him from walking. Angus decided that he wanted to shape a world in which anyone of any ability and any age can travel without limits. Since then, Limitless Travel has created thousands of holiday experiences for customers with disabilities or illnesses who want to travel with confidence, whether they book a gently-paced coach tour in Devon, a safari in Kenya, or a swim with the dolphins in Curacao. At the TTG Industry Awards last September, Limitless Travel won the Accessible Holidays Provider of the Year. It is run by people with disabilities, which means they looks at everything through the lens of accessibility.

AIRLINES GET DISABILITY SAVVY For those passengers who may need assistance – whether that be using a wheelchair or travelling with an invisible disability – flying can be stressful and anxiety-inducing. Most airlines offer a service where a passenger can request assistance at the time of booking or

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DIVERSITY & INCLUSION perienced this. One-third (34%) would like to receive information on the LGBTQIA+ status of the location, such as local laws, religious sensibilities and tips on where to go to be safe, rising significantly to 51% for travellers who identify as trans* and genderfluid or genderqueer.

British Airways’ service dog

SAFE TRAVEL WITH PRACTICAL TRAINING Maiden Voyage offers travel safety courses to different types of travellers based on the challenges they may face. It covers women, LGBTQ+, disabled travellers, as well as those travelling within ethnically different contexts. The Female Traveller Safety Awareness addresses the specific risks facing female travellers, with a special focus on sexual harassment, sexual assault, self-defence and female wellness and pregnancy. on the day of travel, and most assume the assistance will be for physical disabilities. However, British Airways offers a more personal touch. The airline asks what help the passenger would like in terms of assistance, which could be a wheelchair, or perhaps the passenger has an invisible disability they might need help with. BA also carries service dogs free of charge. Other carriers offering help to those who may find mobility more challenging include American Airlines – passengers can request assistance at the time of booking or on the day of travel and wheelchairs are available to and from the gate and for connecting flights. Help is also there for baggage collection. Australian airline Qantas asks for 48 hours’ notice for mobility assistance but helps from the curb side to the gate, as well as boarding and getting off the plane. Air Canada offers assistance during check in and boarding and disembarking, as well as transfers in wheelchairs and most of its washrooms on its aircraft have accessible washrooms (bifold doors, transfer seats and toilet handle grabs). Virgin Atlantic also has accessible washrooms and provides wheelchair assistance from check in to aircraft doors and then to the arrivals area. JetBlue passengers can add a Special Service Request to their booking when they choose their seat and wheelchairs are at all airports the airline serves where the staff will meet you off the plane and help collect baggage.

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BOOKING.COM’S TRAVEL PROUD BADGE With the OTA’s Travel Proud badge more than 24,000 properties globally are now being recognised for their inclusive hospitality efforts. According to Booking.com research, while guidance and information on the local area at check-in is common (40%), being offered LGBTQIA+ specific guidance is much less frequent, with only 16% having exBooking.com offers LGBTQ+ guidance

A DIVERSITY WIN FOR TRAVEL MARKETING Travel marketing doesn't always show the full spectrum of who we are. Too often, the images used to promote travel are not reflective of the real people you see on vacation. That’s why Celebrity Cruises has launched an all-Inclusive Photo Project. In partnership with world-renowned photographers, it offers an open-source photo library featuring ethnic, disabled, curvy and LGBTQIA+ changemakers. “We invite our industry to join us in

DIVERSITY & INCLUSION changing the face of travel.” Delta Air Lines this year launched a free Adobe Stock image library to illustrate “the beautiful diversity of travellers in the world”. The Faces of Travel image library has 200 photos and 40 video clips free to download from Adobe Stock.

Solo travellers get a look in Exodus Edits is a new collection of small group trips of up to five days, aimed at like-minded people in their 30s and 40s, guided by a local expert. The company looks to align each trip to the UN’s Sustainable Development Goals (SDGs) including responsible consumption and production, empowering local communities in the destinations visited, and climate action considerations. This year, Which! voted Jet2holidays as the best provider for solo travellers. One of the UK’s biggest package tour operators, it offers beach/resort packages for solo travellers, with single occupancy rooms, adult-focused hotels and a £30 solo traveller discount.

New inclusive travel marketing tactics

STATS

92%

Of consumers agree that it’s important for travel providers to meet the accessibility needs of all travellers.

66%

Say they are more likely to book travel and experiences with LGBTQIA+ owned brands than those that are not (up from 55% in 2022) Sources: Expedia Group Media Solutions

British Airways provides passenger assistance

AIRPORTS RECOGNISE HIDDEN DISABILITIES Airports are sensory places, from the bright lights and crowds to the queues and announcements, which can be overwhelming for those who have invisible disabilities. The Sunflower Lanyard Scheme offers lanyards to people with hidden disabilities such as autism, to subtly indicate they may need extra help or care. It’s available in more than 220 airports across 20 countries worldwide. At Manchester Airport in the UK, lanyard wearers have access to the family and priority lanes at security and use of assistance lanes at the UK border when arriving at Manchester Airport. There is also the Sunflower Room in Terminal 1, a calm space for people with sensory needs as an alternative to the main departure lounge. Newcastle Airport has trained all its staff in autism awareness and has an autism passport for passengers with autism to complete in case they might need help. Other UK airports using the sunflower lanyard include Leeds Bradford, Heathrow, Glasgow, Liverpool, Luton and Stansted.

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DIVERSITY & INCLUSION

Manchester Airport offers assistance to passengers British Airways’ with hidden disabilities service dog

Emerging destinations think pink

The sensory room at London Gatwick Airport's North Terminal

LONDON GATWICK’S GUIDE FOR AUTISTIC TRAVELLERS London Gatwick has an Autism Friendly Award and offers a visual guide for autistic passengers using the airport to help them get around. The guide has tick boxes on each page so the person can go through the process with the guide and tick it once it's done. It has photos and information about what to do on arrival, at check in, at security, going to the Gate, what to do at the Gate and once onboard the plane. It also explains what happens when you return to Gatwick and the arrival process. The airport’s North Terminal also has a sensory room for passengers with special needs.

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A NEW AUTISM CONCIERGE SERVICE Autism Double-Checked was created to prepare the travel industry to better serve guests with autism through industry-specific and job-specific training for all public-facing staff. It also assists the autism community when choosing how to travel. This year Autism Double-Checked partnered with Karisma Hotels & Resorts to introduce an Autism Concierge, which encourages guests with autism or guests travelling with a child with autism to ask about specific needs through a concierge contact. Guests can email the Autism Concierge directly at autism_concierge@karismahotels.com. Alan Day, co-founder and CEO, Autism Double-Checked said: “Inclusion is only

LGBTQIA+ communities in Kenya, South Africa, and Morocco are pushing to show how “pink tourism” can drive economic growth and societal progress. The Emerging Destinations & Communities Programme (EDC) is a vital initiative that supports those businesses and communities in emerging destinations that welcome LGBTQIA+ people worldwide. Because of a lack of governmental support in these destinations they are often overlooked but through the EDC Programme, the International Gay and Lesbian Travel Association (IGLTA) Foundation, which empowers LGBTQIA+welcoming tourism businesses, can provide mentorship, training, and financial support to these emerging destinations. This programme is open to transgender-owned/operated businesses anywhere in the world.

possible if you truly understand the population you wish to include. Karisma Hotels & Resorts has been truly dedicated to undertaking this training and pursuing their vision of diversity and inclusion.”

10 – 12 April 2024, CTICC

HOST CITY:

BUILT BY:

PART OF:

MEMBER OF:

DIVERSITY & INCLUSION

Bridging inequality gaps in the travel sector Patrice Gordon, Founder and CEO of Eminere, which helps organisations cultivate inclusive leadership, drive strategic change and amplify underrepresented voices, explains the transformative power of reverse mentoring and its potential to solve travel’s talent crisis

ith projections indicating that a staggering one in three new jobs will hail from the tourism industry by the year 2032, the seismic impact of the travel sector on global equity can no longer be understated. It contributes a jaw-dropping 11.3% to the world's total GDP and it is a linchpin of the global economy (WTTC 2022 Economic Impact Report) THE FIGHT FOR TOP TALENT IS ON We're continuing to witness a triumphant return of the travel industry in the post-pandemic world. Passenger numbers are surging, flight bookings are skyrocketing, and recruitment drives in travel companies are running at full

CRAVING CONNECTION

69%

Of employees aren’t satisfied with the opportunities for connection inside the workplace

52%

Want more connection at work

38%

Don’t trust their co-workers 94

Source: BetterUp Insights Report 2022

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throttle. However, while the talent inflow is indeed robust, attrition rates are also soaring and the industry is in a fierce tug-of-war, battling to not just attract top-tier talent but to retain them for the long haul as well. The paradox couldn't be more real: a booming industry on one hand and a revolving door of talent on the other. CONSUMERS ARE MORE DISCERNING Today's consumers aren't just looking for a room with a view; they're seeking experiences that align with their core values. Sustainability, ethical practices, and cultural sensitivity are no longer 'nice-to-haves'; they're non-negotiables. We're witnessing a paradigm shift where

travellers wield their purchasing power to support companies that resonate with their belief systems. COMPETITION THROUGH THE SUPPLY CHAIN IS RIFE As if that wasn't enough, the industry has also become a hotbed for fierce competition. The explosion of digital platforms, the ease of online bookings, and the viral power of social media reviews have democratized travel like never before. It's an all-out war, with companies not just fighting for market share, but for a share of the consumer's heart. Our industry is laced with legacy, adventure, and endless possibilities, yet confined by outdated mental frameworks that shackle it to the past. I am always perplexed by the irony that our sector, hinged on the wonder of new experiences and novel cultures, modernised heavily by the digital revolution, still exhibits archaic organisational attitudes held stagnant by traditional thinking. REVERSE MENTORING: THE GAMECHANGER When an industry moves at pace and is so susceptible to disruption, there is a necessity to ensure that the supporting systems can move at pace too. I refer to reverse mentoring as the relationship that exists where a senior leader is mentored by an under-represented individual – under-represented by way of age, gender, ethnicity, sexual preference, or disability. Basically, the representation that is missing from the decision-making table. Oftentimes leaders are shielded from the gravity of the truth, understanding what actually happens on the ‘frontline’, sometimes

AXYXYXYXYXYXYYXYXYXYX only discovering issues when either the staff survey or the customer satisfaction survey comes out. But by this time it is too late, the damage has been done and now we move into the reactive space to try to uncover the root of the issue. Recent research by coaching platform BetterUp revealed that 69% of employees aren’t satisfied with the opportunities for connection inside the workplace, 52% want more connection at work and 38% don’t trust their coworkers. The insights report highlighted that a lack of connection in the workplace negatively impacts employee retention, performance, wellbeing, and more – community matters in the world of work. Using reverse mentoring as a proactive tool to break down barriers that might exist, build belonging, and ultimately engage in the workforce, does take a significant amount of time investment, however, the results are far-reaching. Leaders have the opportunity to build a relationship with someone of difference, in a safe environment. Allowing them the grace and the space to get things wrong but most importantly develop a deeper understanding of some of the issues that might be at play preventing certain groups from really thriving in the organisation. THE POWER OF YOUTHFUL PERSPECTIVE The current generation entering the workforce – Gen Z – are very intentional consumers as well as discerning employees. No longer are employers able to ‘greenwash’ or otherwise their policies through attractive PR campaigns.

ABOUT PATRICE GORDON Patrice Gordon is a multi-award-winning professional with leadership skills nurtured in senior positions at British Airways, Royal Mail and Virgin Atlantic. Pivoting from commercial finance into commercial partnerships, she led the largest Airline Joint Venture across the transatlantic. The psychology of self-development has been a constant thread in Patrice’s life. Recognising that the heartbeat of every organisation lies in its people, Patrice honed her skills as an executive coach. Dedicated to sharing commercial and financial wisdom from her 17-plus years of experience, she founded Eminere to provide executive coaching, group coaching and reverse mentoring programmes. Her book, Reverse Mentoring: Removing Barriers and Building Belonging in the Workplace, was published in November 2022.

“

Leaders have the opportunity to build a relationship with someone of difference”

Gen Zs are holding companies to account – across the spectrum. Top of mind for this generation is sustainability, not only for the planet but for people too. Young talent, unencumbered by years of ‘how it's always been done’, offers invaluable insights that can breathe life into outdated practices. And with this, they are giving permission to others to also have the courage to speak their minds with the hope of change.

SO WHAT? The industry, as a collective, needs to do better to engage and retain younger talent to ensure the survival of the industry in future years. The lack of cohesiveness and career development opportunities intra-industry is a larger challenge that we need to address. For now, my call to action for leaders is to identify the gaps in diversity that you have at senior levels in your organisation and set about a plan to address these. Reverse mentoring may not be suitable for you but you will definitely be able to identify a few initiatives that will be able to support you to build a more inclusive culture. I would love to hear your experiences of reverse mentoring – reach out to me at Hello@eminere.co.uk and follow me on LinkedIn for the latest on leadership development.

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DIVERSITY & INCLUSION

Travel – inclusive for all? Jane Hatton, CEO of Evenbreak, discusses the practical steps the industry can take to make travel truly accessible to all, including employing disabled people

pproximately 1.3 billion of the world’s population are disabled or have a long-term health condition. They want to travel, but the industry is far from inclusive. We often hear about travellers whose wheelchairs have been damaged or lost on aircraft, leaving the passenger stranded. This is the equivalent of another passenger suddenly losing the use of their legs, and so very traumatic. And these are just the barriers that hit the headlines. Most disabled people don’t even use a wheelchair, but still face many roadblocks.

ABOUT JANE HATTON Jane Hatton is a disabled social entrepreneur, TEDx Speaker, author and lover of travel. She is the founder and CEO of Evenbreak, a social enterprise providing the only global specialist disability job board, run by and for disabled people. Widely published in inclusive recruitment, she is on the executive board of the Recruitment Industry Disability Initiative and a Trustee of Action on Disability and Development International.

ONLINE BARRIERS Booking travel online can be difficult for many disabled people. Few websites are fully accessible (for example, with good colour contrast, alt text on images, and usable by someone using a screen reader). And it can be difficult to research the accessibility of transport or destinations. We see photos of facilities, but how do we find out if there is step-free access, or if there are bedrooms with walk-in showers or accessible toilets? The resort and the beach look amazing, but how far is the walk and are there steps? Many disabled people would value speaking to someone who is familiar with the location, but few travel websites offer this option.

passengers may not wish to broadcast their vulnerability. An acquaintance of mine never flew anywhere alone due to fear of navigating a busy, noisy and confusing airport, until they found one where an employee would meet them on arrival and stay with them until they boarded the plane. This human interaction is essential for many travellers with disabilities.

THE HUMAN TOUCH Travelling to the destination can prove difficult. Airports are large, busy, crowded places; exciting for some, but terrifying for others. Someone with autism or anxiety, for example, can become completely overwhelmed and unable to function. The sunflower lanyard scheme adopted by some airports helps to indicate that a traveller may need assistance, but some

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THE SOCIAL MODEL OF DISABILITY In order to provide a more inclusive service to disabled travellers, the travel industry needs to adopt the social model of disability. This focuses on barriers disabled people, might face rather than their medical condition. For example, a wheelchair user, regardless of their diagnosis, may find steps, steep ramps and narrow doorways difficult. The problem isn’t the wheelchair, it’s the inaccessible environment. The solution is to provide lifts, ramps, or alternative routes, if required. Someone who lives with fatigue or chronic pain may find long walks with no opportunity to rest difficult. Providing benches, or alternative means of transport might remove this barrier. Someone with hearing loss may struggle

to hear announcements, or someone with sight loss to read them, so providing announcements in both visual and auditory formats solves this problem. Therefore, when having conversations with disabled customers, the question isn’t, “What disability do you have?”, but “What barriers might you face?” You don’t need to be the expert – the customer will know what they need. AVOID ASSUMPTIONS, HAVE CONVERSATIONS And avoid making assumptions. Disabled people have the same diversity of motivations to travel as everyone else. For example, it could be assumed that a blind person would not be interested in a trip centred mostly around scenic views. However, hill climbing or mountain climbing is not just about the views. It’s about the sounds and smells, the quality of air, and the achievement. People in the travel industry need to feel confident and competent around having meaningful and sensitive conversations with disabled travellers. EMPLOY DISABLED PEOPLE The ideal solution is for the industry to employ more people with disabilities. Organisations that employ disabled people tend to feel much more comfortable around disability. Attracting disabled candidates is easier when advertising on specialist disability job boards or in specialist disability journals. Paying to target advertising specifically to disabled candidates is a powerful demonstration of your commitment to disability equality and will give more people the confidence to apply. TRAINING MATTERS It’s also important to train customer-facing employees in disability inclusion, including the social model described above, inclusive language, and terminology, and how to help disabled travellers to talk about their access needs. Ideally, this training would be delivered by trainers with lived experience of disability, to ensure authenticity. Customer-facing employees should also have comprehensive knowledge around the inclusion and accessibility of the facilities across all areas of travel, or know where to find it, so that they can give disabled travellers the information they need to make informed decisions. Travel companies who understand this will attract far more customers and enjoy much repeat business.

Transforming the industry, one woman at a time Assia Riccio, the founder of impact organisation Evolvin’ Women, reveals the true power of embracing a diversity and inclusion strategy in hospitality, changing lives and company cultures for the better

s the business landscape rapidly evolves, industries, including hospitality, are realising their success is intrinsically tied to the diverse and inclusive nature of their workforce. The UAE's hospitality sector is a great example of a thriving workforce reaping the benefits of Diversity & Inclusion (D&I), blending a unique mix of cultures, traditions, and perspectives. By employing individuals from a wide array of backgrounds, the sector is able to unlock innovation, creativity, and adaptability that will drive it to new heights. Hospitality groups in the UAE and wider region have grown increasingly conscious of their role in driving positive change through D&I, sparking a genuine desire to collaborate with organisations that specialise in weaving these principles into the fabric of their operations.This is where Evolvin' Women steps in. Dedicated to fostering increased female participation within the sector, the work we do with our partners in the region creates an impact that goes beyond just filling roles; it's about transforming lives, igniting empowerment, and creating pathways to prosperity. CREATING D&I CULTURES, WITHOUT BARRIERS Evolvin’ Women is an impact organisation dedicated to the professional advancement of women in underserved communities who have limited access to opportunities for career development. Our business model works by partnering with hospitality schools in developing countries to identify groups of women who have had limited access to professional skills development and to fulltime job opportunities. We then work with the UAE's private sector as our incubator for the advancement of these women. On a monthly basis we provide women with training, mentoring and networking

sessions and the opportunity to work on the conceptual development of social enterprises aimed at addressing social and environmental issues in developing countries. We then partner with renowned hospitality groups, luxury retail groups, and logistical organisations that offer them job placements and enable them to become financially independent and build a brighter future for themselves, their families, and communities. Our framework ensures organisations create a D&I culture in the workplace, strengthen relationships across borders, and generate measurable social impact without changing processes and policies. DIVERSITY AND INCLUSION: THE WIN-WIN Evolvin' Women paves the way for organisations to embed social responsibility in their operations and contribute to sustainable development goals. By unlocking opportunities for women through our programmes, we are also providing companies with a source of untapped potential talent to be harnessed. As these women gain access to quality training, mentorship, and employment within the industry, they bring fresh perspectives, rich cultural insights, and unique skill sets that enrich the workforce and enhance the industry's competitive edge. From the women’s perspective, the work placements help them learn soft and hard skills, refine their talent, learn from experts, benefit from international exposure, and gain financial independence. They can receive Barista and Mixologist certifications as well as attend training in more than 25 languages. By the end of the work placements, these women have evolved into trained professionals in their respective fields and are empowered to support their communities at home. Many access global hospitality placements through the Evolvin’ Women

ABOUT ASSIA RICCIO Assia Riccio is the founder of Evolvin’ Women and Nia Trading. Both organisations are based in Dubai, UAE, and aim to support the development of unemployed women from underprivileged backgrounds. Assia is the former Group Learning and Development Manager at Jumeirah Restaurant Group (JRG) in Dubai where she developed the L&D strategy for more than 1,000 employees. She is also a member of the UAE taskforce for the 7 Women’s Empowerment Principles (WEPs) and has received multiple social responsibility in business awards.

Post-Programme and some even have business plans they aim to scale. THE ROAD AHEAD Diversity and inclusion is not just a shortlived trend. It defines a new era, and Evolvin’ Women is here to prove that this isn't just talk; it's action. We're creating a future where the hospitality industry shines by including everyone, and where diverse voices and talents make things better for all of us. Our journey and success would not have been possible without the support of our esteemed partners, and we look forward to extending our programme to evolve the future of more women and promote the culture of social responsibility among business sectors. When we join our hands together for a meaningful cause, anything is possible.

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A LU X U RY M O U N TA I N D E ST I N AT I O N i n S a u d i A ra b i a

S O U DA H P E A K S . CO M

POWER TO CHANGE

Travel 100 WTM London 2023

has the power to change the world

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POWER TO CHANGE

Picture this Snapshots of travel moments with the power to change the world

Boot print on the Moon, July 20, 1969. “That's one small step for man, one giant leap for mankind,” said astronaut Neil Armstrong.

The first 12 UNESCO World Heritage Sites were announced in 1978 and included Yellowstone National Park in the US, famous for its Grand Prismatic Spring (pictured). It marked an important step in preserving the world’s natural and cultural resources.

Global air travel grinds to a halt in 2020 in the wake of the COVID-19, forcing governments worldwide to impose lockdowns. IATA anticipates a full industry recovery to pre-pandemic levels in 2024.

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POWER TO CHANGE

The first Concordes carrying commercial passengers simultaneously take flight on January 21, 1976 – one from London's Heathrow Airport was headed to Bahrain and the other, from Orly Airport, Paris, flew to Rio de Janeiro via Senegal.

Since the fall of the Berlin Wall in 1989, tourist arrivals to the German capital have grown from 2.4 million to more than 14 million in 2019.

The longest non-stop flight from New York’s JFK to Singapore launched in 2019 and continues to operate today. The Singapore Airlines flight travels 9,537 miles in 18 hours and 40 minutes, served by an A350-900Ulr. It's enough time to watch all six movies in the Mission Impossible franchise, and more.

With the advent of the Internet, Microsoft launched the first Online Travel Agency (OTA), Expedia, in 1996. Today, Expedia Group operates 20 global brands, powers 200-plus travel sites and has 29 million virtual conversations. It recently launched a new in-app feature using ChatGPT to help travellers plan their next trip.

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RESPONSIBLE TOURISM

Celebrating two decades of Responsible Tourism at WTM

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RESPONSIBLE TOURISM

Be the change you want to see Fiona Jeffery OBE, Founder & Chair, Just a Drop, and former World Travel Market Chair, responsible for launching Environmental Awareness Day and World Responsible Tourism Day, explains why every travel professional and entity must prioritise people and planet alongside profit

t is incredible to think that I launched Environmental Awareness Day in 1996 and World Responsible Tourism Day 20 years ago this year, enabling World Travel Market to take its first steps towards challenging the industry regarding its environmental impact. I remember those days well because very few people in the industry were interested in environmental concerns. With the advent of the low-cost airlines, both in Europe and Asia, new destinations were opening up annually, tourism was experiencing exceptional growth, and very few companies wanted to consider the social and environmental responsibilities that came with such accelerated growth. Sustainability was a word spoken, but people didn’t really understand what it meant and felt it was esoteric, vague, non-specific and in some ways purely academically driven. The nature of travel has changed enormously over the past 30 years, and the travel industry has to make greater

“

We need to recalibrate and understand what makes valuable, positive, empowering, regenerative, conserving tourism, as opposed to models that are disrespectful, over-consume resources and exploit people and places”

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strides in relation to its sustainability credentials.Today, there is increasing appreciation that sustainability is no longer an academic matter, but an issue every company and individual working in our industry has to have on their agendas. As an industry that likes to promote itself as a positive “force for good”, based on tourism receipts and job creation, the travel industry now recognises it can also have a very real negative impact on destinations and communities. We cannot continue operating in as cavalier a fashion over the next 30 years as we have done for the last 30. So what has to change? We do. We need to be the change we want to see. As professionals we need to act professionally and ethically, and we need to prioritise doing the right thing, not only the most economically beneficial actions. We need to recalibrate and understand what makes valuable, positive, empowering, regenerative, conserving tourism, as opposed to those models that are disrespectful, over-consume resources and exploit people and places. We are a global industry, and with that comes global opportunities, but also global responsibilities, none more pressing than climate change. One of the very best starting points every travel and tourism company can do is to recognise its carbon accountability, measure it, and then take actions to become net zero by 2050. However, we are all so far behind the curve I am predicting that we will need to accelerate the decarbonisation of our industry if we are to reverse the impact of CO2 emissions. Fortunately, there is the knowledge and expertise available to help every company make this a reality. This is where you have the power to change the nature of travel, and as a result our industry will then make its most important contribution by protecting the world’s most vulnerable destinations and communities from the impacts of climate change. What could be more important, more purposeful or more essential than saving the world from ourselves, and at the same time, creating a better, more positive, and purposeful industry reset with better values, ethics and economics? That is when the word “sustainability” starts to have true meaning.

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Responsible Tourism: making tourism better When approached responsibly, tourism creates better places for travellers, businesses and communities, says Harold Goodwin, Emeritus Professor at Manchester Metropolitan University and WTM Responsible Tourism Advisor

esponsible Tourism is about using tourism to make better places for people to live in and better places for people to visit, in that order. Great places to live are great places to visit. Harold Goodwin We have the power to change travel and to make better places through tourism, improving living standards, contributing to maintaining cultural and natural heritage, and celebrating our world’s diverse living cultures. In 1994, Sir Colin Marshall, then chair of British Airways, launched the airline’s Tourism for Tomorrow Awards, pointing out that the industry needed to be concerned for the destinations it sold and on which the travel and tourism sector was dependent. “These products must be kept fresh and unsullied not just for the next day, but for every tomorrow,” he said. That same year, WTM launched an Environment Day, creating a space for debate about tourism’s positive and negative impacts on environments around the world. In 1996, post-apartheid, South Africa placed the concept of Responsible Tourism at the heart of its national tourism strategy and in the late ‘90s, the UK’s Association of Independent Tour Operators adopted it too.

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The idea was not new; in the ‘80s, Swiss academic Jost Krippendorf recognised that tourists were beginning to seek travel experiences which, in terms of Maslow’s hierarchy of needs, delivered self-actualisation and fulfilment. The Responsible Tourism Partnership with Western Cape Tourism ran the 1st International Conference on Responsible Tourism in Destinations in Cape Town alongside the World Summit on Sustainable Development in 2002. The Cape Town Declaration was adopted by WTM in 2007 when it launched World Responsible Tourism Day. Drawing on 20 years of experience working with businesses, communities, their local and national governments and tourists to make better tourism, the 2022 Responsible Tourism Charter was signed on Magna Carta Island. Its founding statement was: “Sustainability is an aspiration. It will only be realised if and when we take responsibility for making tourism sustainable. Responsibility drives sustainability.” From the beginning, Responsible Tourism has sought to minimise the negative environmental, social and economic impacts of travel and tourism and maximise the positive ones, seeking to enhance the wellbeing of host communities and make a positive contribution to the conservation of natural and cultural heritage and contributing to building local

pride and confidence. Krippendorf recognised that the demand for experiential tourism would grow, and Responsible Tourism businesses provided more enjoyable culturally sensitive experiences, offering tourists more meaningful connections with local people characterised by mutual respect. Krippendorf in The Holiday Maker, published in 1987, argues that every “individual tourist builds up or destroys human values while travelling…. It is not a bad conscience that we need to make progress, but positive experience, not the feeling of compulsion, but that of responsibility.” The aspiration of the movement is to make better tourism. Better for travellers, for businesses, for communities in destinations and for their nature and culture. Many businesses have benefited by taking responsibility for particular issues, local and global, benefiting their bottom line by attracting higher-value guests and reducing costs through local sourcing and creating shared value in destinations. For 20 years, leading Responsible Tourism businesses have been taking part in panels at WTM London, discussing the issues and sharing solutions, and this year is no exception. In 2023, WTM London’s Responsible Tourism Conference – How can we ‘do tourism better?’ – will bring together sustainability leaders from across the industry to discuss tangible win-win scenarios for people and planet.

RESPONSIBLE TOURISM

WTM London’s Responsible Tourism Programme 2023 Tuesday November 7 - Innovate Stage 14:00 – 14:30 Why does Responsible Tourism make business sense?

Inge Huijbrechts, Global Sustainability Security Senior Executive, Radisson Hotel Group; and Rochelle Turner, Head of Sustainability at Exodus Adventure Travels.

Appeal Company; Vincent Nijs, Chief Strategist, Visit Flanders; Emanuele Moggia, Mayor of Monterosso and Vice President, Cinque Terre National Park.

There is no single business case for Responsible Tourism because there are many. If you are sceptical about the value of Responsible Tourism to your business, find out why it makes business sense for easyJet and the Travel Corporation. And, if you are already using Responsible Tourism as part of your business, are there other elements that you could add? Are you making the most of Responsible Tourism?

15:10 – 15:45 Engaging communities in the business of tourism

16:10-16:50 Decarbonising aviation – is hydrogen part of the solution?

Contrasting two different, but highly successful, ways of engaging local communities as partners in the business of tourism, creating shared value, diversifying local economies and raising living standards. In South Africa, communities were gifted lodges as part of land reparations post-apartheid. In Kerala, villages initially rebelled against tourism development but by developing producer cooperatives and village life experiences, the state has shown how tourism can bring sustainable development by offering a new market opportunity for local producers, artists and performers.

The problem is not flying; the problem is the greenhouse gas emitted from burning fossil fuels. The aviation industry forecasts rapid growth and promotes Sustainable Aviation Fuel (SAF) from waste, biofuels and power-to-liquid, but what part will hydrogen play?

Who? Harold Goodwin in conversation with Shannon Guihan, Chief Sustainability Officer & Head of TreadRight for The Travel Corporation and Garry Wilson, Chief Executive Officer at easyJet Holidays. 14:30 – 15:10 Countering greenwashing; positive-impact tourism Regulators are bearing down on greenwashing and demanding higher standards in reporting. How can the sector best respond to this? There is increasing demand for experiential tourism and evidence that travellers and holidaymakers are concerned about their negative impacts. We need to accentuate the positive and communicate the good that tourism does for local communities and their natural and cultural heritage. Greenwashing undermines our sector in the eyes of travellers and destination communities. It damages all of us. How can tour operators, accommodation providers and the many small businesses which are the tourism industry communicate the good they do and honestly report their declining, negative impacts? Who? Shannon Guihan, Chief Sustainability Officer & Head of TreadRight for The Travel Corporation, is joined by Julie Cheetham, Managing Director at Weeva;

Who? Hendrik Mathys, Director, !Xaus Lodge Development Trust; Morena Montoeli Mota Principal Traditional Leader of Batlokoa ba Mota Traditional Community; Glynn O’Leary, Chief Executive, Transfrontier Parks Destinations (TFPD); and Biju K IAS, Secretary of Tourism, Government of Kerala. 15:45 – 16:15 Managing destinations: overcoming overtourism Destinations are not infinite. Over the last decade, concern about overtourism has grown, and communities, politicians and commentators in the media have highlighted the issue. How can destinations manage and reduce the negative impacts and enhance the positive? Who? Miquel Rodriguez Planas, Manager of the Economic Promotion Area, Barcelona City Council; Silvia Moggia, Data Storyteller & Strategist, The Data

Who? Jane Ashton, Sustainability Director, easyJet PLC; James Cox, Public Affairs Lead, Bristol Airport; Jenny Kavanagh, Chief Strategy Officer, Cranfield Aerospace Solutions; Andy Reynolds, Head of ZEROe Hydrogen Storage and Distribution Systems Airbus; and Jessica Kennedy, Project Executive Hydrogen Demonstrator at Rolls-Royce. 16:50 – 17:00 Technology for Responsible Tourism Resources for greening our operations, alternatives to air conditioning, upcycling and sequestering plastic, solar, wind, hydropower, composting toilets and much more. 21st-century resources to reduce the negative impacts of our sector and enhance the positive. Who? Glenn Mandziuk, CEO, Sustainable Hospitality Alliance and Joseph Sebastian, Director & Global Head, Faizal Shabana Foundation. 17:00 – 18:00 Celebrating 21 Years of Responsible Tourism An opportunity to network with those engaged with Responsible Tourism, including conference speakers.

Wednesday November 8 - Elevate Stage 11:05 –11:45 Breaking barriers: Travellers are demanding better, more sustainable holidays, how do we deliver?

In a world where travellers demand holidays and experiences that do not compromise our planet, sustainability remains a must. Join our sustainable trailblazers as they delve into the heart of this matter, exploring how education, socio-economic empowerment, and strategic funding can be catalysts for monumental shifts towards sustainable and responsible tourism. The mainstream media often highlights tourism's negative impacts. How do we successfully counter the negative coverage and remind people about the positive benefits of tourism?

Who? Moderator Harold Goodwin, WTM Responsible Tourism Adviser, will be in conversation with Carlos Abade, Chairman, VisitPortugal; Martin Brackenbury, former President of the International Federation of Tour Operators and Advisor to UNWTO; Sacha Dench, CEO & Ambassador for the UN’s Convention on Migratory Species; Hon. Patricia de Lille, Minister of Tourism, South Africa; Vincent Nijs, Chief Strategist, Visit Flanders; and Ruth Wright Euronews Travel Managing Editor, Euronews Travel.

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1992 - 2023

The evolution of Responsible Tourism 110 WTM London 2023

1992-2000 Fiona Jeffery OBE in Uganda with JAD

1992

IHEI FOUNDED BY HOTEL CEOS A consortium of chief executives from 10 global hotel companies found the International Hotels Environment Initiative (IHEI) as a result of the 1992 United Nations Conference on Environment and Development. The organisation is at first, a programme of International Business Leaders Forum (IBLF) and part of the Prince’s Charities group.

1996 1994

WTM LAUNCHES ENVIRONMENT AWARENESS DAY The initiative is introduced at the 1994 edition of the show and later evolves into World Responsible Tourism Day, which now includes a programme of events across all four days of WTM London, reflecting its pivotal role in the industry.

SOUTH AFRICA TRAILBLAZES A RESPONSIBLE TOURISM POLICY FIRST South Africa is the first country globally to include responsible tourism in its post-Apartheid national tourism policy in 1996. A white paper proposes to develop and manage the tourism industry in a responsible and sustainable manner to ensure the South African tourism industry becomes a leader in responsible environmental practices.

1998

JUST A DROP CHARITY FOUNDED BY WTM CHAIR Then WTM Chair, Fiona Jeffery, launches water-aid charity Just a Drop (JAD), a charitable organisation supporting communities around the world with access to sustainable safe-water solutions, sanitation facilities and knowledge of safe hygiene practices. Her goal is to encourage travel and tourism businesses to give back to the communities where they operate. When founding the charity, a child died every 17 seconds because of dirty water. It’s now every two minutes, but Fiona continues to expand the work and reach of Just a Drop around the world. See page 114.

1999

2000

The UN Commission on Sustainable Development (CSD) urges governments “to maximise the potential of tourism for eradicating poverty by developing appropriate strategies in co-operation with all major groups, indigenous and local communities”, a directive known as CSD7. This comes seven years after the CSD was established by the UN General Assembly (in December 1992) to ensure effective follow-up of United Nations Conference on Environment and Development (UNCED), also known as the Earth Summit.

This informal consensus for the harmonisation and development of a common baseline for sustainable tourism and ecotourism certification is developed at Mohonk Mountain House in New York. It brings together some of the world’s important certification programmes at the time and has since served as a principle reference for the development of most sustainable tourism and ecotourism certification programmes around the world.

UN FOCUSES ON TOURISM AND POVERTY REDUCTION

MOHONK AGREEMENT MAKES ITS MARK ON CERTIFICATION

South Africa

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2001-2007 Cape Town

2001

UK GOVERNMENT LAUNCHES SUSTAINABLE TOURISM INITIATIVE The Sustainable Tourism Initiative (STI), a partnership of more than 40 organisations representing outbound tourism from the UK, launches. It embraces large and small tourist companies, industry associations, NGOs, academic institutions and government, working together to create a step-change in sustainable tourism practice. Then Foreign Minister Peter Hain says: “The STI aims to ensure that tourism, as well as giving an enjoyable experience to the visitor, also improves the quality of life of the local people. For example, imaginative communications encourage tourists to preserve the local environment and visit local communities providing a boost to the economies. Promotion of local suppliers provides more secure local livelihoods. And tourism developments can be undertaken so that, rather than make excessive demands on scarce local resource, they preserve the environment for the benefit of both the local community and the visitors.”

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2003

UK TRAVEL FOUNDATION ESTABLISHED The UK-based international sustainable tourism organisation is dedicated to ensuring that tourism has a positive impact on destination communities. It works with governments, community groups and tourism businesses for fairer, climate-positive tourism and since 2003, has run sustainable tourism initiatives in 27 countries globally.

2002

CAPE TOWN DECLARATION SPEARHEADS RESPONSIBLE TOURISM MOVEMENT In 2002, 280 representatives from all sectors of tourism from 20 countries attend the Cape Town Conference on Responsible Tourism in Destinations, preceding the World Summit on Sustainable Development in Johannesburg. A declaration on responsible tourism – making better places for people to live in and better places for people to visit – is agreed.

THE CAPE TOWN DECLARATION AGREES THAT RESPONSIBLE TOURISM: � Minimises negative economic, environmental and social impacts. � Generates greater economic benefits for local people and enhances the wellbeing of host communities; improves working conditions and access to the industry. � Involves local people in decisions that affect their lives and life chances. � Makes positive contributions to the conservation of natural and cultural heritage embracing diversity.

� Provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues. � Provides access for physically challenged people. � Is culturally sensitive, encourages respect between tourists and hosts, and builds local pride and confidence.

Adventure travel specialist Exodus is a 2004 award winner

WTM London now hosts the UNWTO Ministers' Summit every year

2007

WTM HOSTS FIRST UNWTO MINISTERS' SUMMIT ON TOURISM AND CLIMATE CHANGE, LAUNCHES WORLD RESPONSIBLE TOURISM DAY

2004

The International Hotels Environment Initiative (IHEI) becomes the International Tourism Partnership (ITP) and expands its programme to include youth employment when founder of Youth Career Development Programme (YCDP), Lyndall De Marco, joins IBLF. From 2004 it operates as Youth Career Initiative (YCI) as an initiative of ITP.

The awards, set up for WTM by Responsible Travel, recognise and reward businesses and destinations that are contributing to more sustainable and responsible tourism industry. Winners are chosen by a group of industry experts, which meet online to allow for an internationally diverse panel. The panels are headed up by WTM’s Responsible Tourism Advisor, Harold Goodwin. The overall winners of the 2004 awards are Calabash Trust and Tours, operating township tours in Port Elizabeth, South Africa, and “a shining example of how tourism can benefit the poor”, and Exodus, “an outstanding example of how responsible tourism can become part of a company’s DNA and run like a thread through all the companies activities”.

IHEI EVOLVES INTO THE INTERNATIONAL TOURISM PARTNERSHIP

RESPONSIBLE TOURISM AWARDS LAUNCH AT WTM

The first UNWTO Ministers' Summit on Tourism and Climate Change is a key part of an international programme to widen and deepen the debate on climate change when they agree a declaration and present to the UN’s Climate Summit in Bali a month later. It is now staged at WTM London every year. The UNWTO and WTM also partner to launch World Responsible Tourism Day, focusing on the practical action the industry and its stakeholders must take. “We see World Responsible Tourism Day as a logical outreach programme, which each year will help carry our UN awareness programme into action-oriented initiatives,” says then UNWTO Assistant Secretary-General, Geoffrey Lipman. Celebrated every year during WTM and now re-badged as WTM Responsible Tourism, it is the largest programme in the world focused on responsible tourism efforts in the travel industry.

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2008-2013 2008

MARRIOTT IN THE HOT SEAT World Responsible Tourism Day puts Marriott International’s President Ed Fuller in the Hot Seat in one of two panels chaired by BBC World’s Stephen Sackur. Fuller empathises the importance of benchmarking tools and sustainability guidelines as says properties must be designed to their environment. Jetwings Hotels Chairman Hiran Cooray says a ratings system highlighting sustainability performance should be rolled out emphasising this will define the future of the hotels.

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Arabian Travel Market, Dubai

2011 ATM ROLLS OUT RESPONSIBLE TOURISM PROGRAMME WTM London’s sister show, Arabian Travel Market (ATM), the leading travel industry event in the Middle East, launches its first responsible tourism programme. It continues to be a feature at the Dubai show every year.

2012

RIO+20 UN CONFERENCE ON SUSTAINABLE DEVELOPMENT The United Nations Conference on Sustainable Development – or Rio+20 – takes place in Rio de Janeiro in June 2012 and leads to a political outcome document containing clear and practical measures for implementing sustainable development. Member States also decide to launch a process to develop a set of Sustainable Development Goals (SDGs).

2013

RESPONSIBLE TOURISM AWARDS ARE RENAMED South Africa

In their 10th year, the Responsible Tourism Awards are renamed the World Responsible Tourism Awards. TUI Nederland (part of TUI Travel PLC) is the outright winner, commended for its work in child protection, in particular its 'Say NO to child sex tourism in the Northeast of Brazil' project and a campaign across Dutch airports to raise awareness of child sexual exploitation issues among travellers.

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2014-2019

Responsible Tourism takes the spotlight at WTM Africa

2014

RESPONSIBLE TOURISM PROGRAMME AT WTM AFRICA AND AFRICA RESPONSIBLE TOURISM AWARDS LAUNCH The awards quickly become a highlight on the WTM Africa Responsible Tourism calendar, championing the very best work in Responsible Tourism on the African continent.

2015

RESPONSIBLE TOURISM REPORT FIRST Responsible Tourism features in WTM’s official industry report for the first time. Tenerife’s Loro Parque Fundación, part of the Loro Parque zoo, wins the prestigious World Travel Leaders Award 2015 at the show, recognising its ongoing efforts on issues of biodiversity conservation and protection of natural habitats, research and promotion of sustainable development.

2016

UN SUSTAINABLE DEVELOPMENT GOALS LAUNCH On January 1, the UN’s 17 Sustainable Development Goals (SDGs) of the 2030 Agenda for Sustainable Development — adopted by world leaders in September 2015 at an historic UN Summit — officially come into force.

2017

WTM LONDON TAKES OWNERSHIP OF THE WORLD RESPONSIBLE TOURISM AWARDS Having founded Responsible Tourism Awards in 2004, which were later renamed the World Responsible Tourism Awards, Responsible Travel hands over the reins to World Travel Market. The awards play a critical role in raising awareness of responsible tourism.

2019

WTM LATIN AMERICA RESPONSIBLE TOURISM AWARDS LAUNCH

The Amazon rainforest; conserving wildlife is prioritised

Having run a Responsible Tourism programme since its first edition in 2013, WTM Latin America, staged in São Paulo, introduces the WTM Latin America Responsible Tourism Awards during the 2019 edition, becoming part of the WTM portfolio’s prestigious family of Responsible Tourism Awards. The categories for the first awards presentation, which were held in 2020, address issues urgent to the travel and tourism industry in Latin America, including reducing poverty and achieving inclusion; conserving wildlife and preserving cultural heritage; destinations championing responsible tourism.

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2020-2023 easyJet Holidays considered an early adopter in sustainability

WTM’s Responsible Tourism Advisor Harold Goodwin leads Platform for Change

2021

2022

WTM LONDON LAUNCHES PLATFORM FOR CHANGE

EASYJET HOLIDAYS CEO TRACKS ‘SEISMIC SHIFT’ ATTITUDE TO SUSTAINABILITY

Platform for Change comes as recent research shows 8.4 million UK consumers (16%) think it is up to travel companies rather than themselves to make their travel experiences sustainable. The platform, launched on the WTM Global Hub, is designed to inspire debate and provoke discussion about issues that need to be addressed within travel and tourism, with the aim of sharing solutions. The Platform for Change showcases tried-and-tested solutions to the many challenges posed by making tourism sustainable, many identified at the Responsible Tourism Awards and panels held at WTM London since 2004. It is led by WTM’s Advisor on Responsible Tourism, Professor Harold Goodwin

Harold Goodwin, WTM’s Responsible Tourism Advisor, introduces the operator’s CEO Garry Wilson on stage as one of the early adopters of sustainability in the industry, who understood its importance more than 20 years ago. In reply, Mr Wilson says: “Back in 2001 sustainability as a concept was seen to be quite novel, something that people knew was the right thing to do but difficult to articulate and very much the premise of niche tourism. The thing that I am hugely reassured by is just the seismic shift of understanding about sustainability and why it is important.”

2023 ATM SPEARHEADS NEW SUSTAINABILITY INITIATIVE The May 2023 show, themed ‘Working Towards Net Zero’ and the 30th edition of ATM, introduces a responsibility checklist for exhibitors as well as its first-ever Sustainable Stand Award, won by Hilton Hotels. The hospitality company was recognised by the exhibition’s independent panel of judges for its decision to engage a local supplier in the creation of its stand and its commitment to repurposing as many materials as possible over the coming three years. To support its eco-friendly stand design, Hilton measured its environmental footprint with a carbon calculator and took steps to mitigate the impact of its catering activities throughout the show, in line with the company’s long-term F&B sustainability goals.

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WTM LONDON LAUNCHES FIRST DIVERSITY AND INCLUSION SUMMIT

Hilton’s leadership team with ATM’s Most Sustainable Stand award. Pictured on the stand’s main screen is Jochem-Jan Sleiffer, President, Middle East, Africa and Turkiye, Hilton, who passed away in April 2023 and was fiercely passionate about progressing the hospitality company's sustainability.

The November show launches its first Diversity and Inclusion Summit, on Tuesday November 7, supporting WTM’s belief that the travel sector has the power to evoke positive change in the world. On that note, show attendees can look forward to an ‘everyone’s welcome’ networking party that will take place at event venue, ExCeL London, from 5.30pm to 7.30pm on the first day of WTM London.

DUBAI Mon 6 - Thu 9 May 2024

Transforming Travel Through Entrepreneurship #ATMDubai Part of:

Destination Partner:

Official Partners:

www.wtm.com/atm WTM London 2023

RESPONSIBLE TOURISM

Just a Drop: 25 years of impact International development organisation, Just a Drop, reflects on its achievements since Fiona Jeffery OBE, then WTM Chair, founded ‘The Just a Drop Appeal’ at the 1998 event

Children in Lieb Village, Cambodia

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ust a Drop is an international development organisation specialising in the provision of water, sanitation, and hygiene, in lowand middle-income countries. We are responsible for multiple projects around the globe, from South-East Asia to Latin America, in countries including Cambodia, India, Kenya, Uganda, Zambia, and Nicaragua. Our work focuses on providing safe water sanitation and hygiene education, including the building of latrines, menstrual hygiene education and soap making, as well as providing food security and income generating loans to those who need it most, which is most pften women and children. What sets Just a Drop apart is our commitment and passion for creating a

better world for the people we work for, and above all, one that will last. Sustainability has always been at the centre of the programmes Just a Drop delivers, with all of our projects factoring in climate change, having a monitoring period of at least seven years, and aiming to both enhance and limit their environmental impact as much as possible. We believe that providing water, sanitation, and hygiene is not enough, and that all of our programmes and infrastructure must be built to serve communities for many years to come and create a holistic impact. WITH WATER, ANYTHING IS POSSIBLE This year’s World Travel Market London is a special one for us as it marks 25 years since our Chair, Fiona Jeffery OBE, who

was then, the event’s Chair, founded Just a Drop as ‘The Just a Drop Appeal’ at WTM 1998. She recognised an opportunity for the travel and tourism industry to give back to communities around the world. At that time, a child died every 17 seconds from dirty water (it’s now every two minutes) and as a young mum herself, Fiona felt there was a unique opportunity for travel businesses to give back to communities and enhance their positive impact. Her aim was to harness a frequently stated desire by the industry to be a force for good and to put that into practical action by helping to reduce child mortality and suffering caused by the lack of access to safe water. The world has changed immeasurably since then and to date we have seen a reduction in the number of people living without access to safe water. But our commitment to achieving a safer, more sustainable world has not changed. What has evolved over our 25 years is the breadth of our impact. Water is just the start. Our President, the international explorer Colonel John Blashford Snell, said that “Without water, life is an endless struggle. With it, almost anything is possible”. We have seen first-hand how access to safe water creates better and healthier lives, flourishing livelihoods, and reduced poverty. We have a direct impact on United Nations Sustainable Development Goal 6, which is to achieve clean water and sanitation for all by 2030. While the global number of people lacking access to safe water and sanitation has fallen, massive action and funding is required if we are to meet the 2030 goal. That is why our work is more important now than ever as we approach the deadline of the Sustainable Development Goals. EMPOWERING GIRLS AND WOMEN Just a Drop’s work also contributes to another 11 of the 17 Sustainable Development Goals, including better health and wellbeing, reduced hunger, better education, gender equality, decent work and economic growth, and climate action. A great example of the impact we have on the other SDGs is our contribution to Sustainable Development Goals 4 and 5, providing equitable, quality education for all and achieving gender equality by empowering women and girls respectively. Many girls suffer during their periods due to unfounded myths and taboos which hold them back and cause them to drop out of school or suffer early pregnancy. We educate women and girls, and also

Fiona at a hand pump installed by Just a Drop in Buguluube, Uganda

From top: Handwashing station at Wambiti Primary School Water Tank, Kenya Our tree planting in Kenya

boys and male teachers, to appreciate that periods are normal. They are all taught how to make reusable sanitary pads, providing a sustainable source of hygienic pads at school, but also a skill for life which helps them to generate a future income. Our Menstrual Hygiene Management programmes in Nicaragua, Uganda, and Kenya ensure that women and girls are no longer limited or hurt by having their periods. By providing comprehensive training, education, and sustainable resources for communities, they are more empowered, meaning girls are not absent from school and women are not ashamed or afraid about having their periods. According to UNICEF, 200 million hours a day are spent by women and girls burdened with carrying out often long and dangerous journeys to collect water for their families. Aside from the physical risks from rape and

abduction, and the energy expended on such journeys, the time sacrifice alone often prevents women from being able to care for their families or be economically active to increase their families’ standards of living. Therefore, with access to safe water, sanitation, and hygiene so much can change. To aid their development further, Just a Drop also supports women with income generating loans so that they are able to use their newfound time to gain an income, running small businesses such as hairdressers, small restaurants, chicken rearing, and brick making. WATER’S WIDE-RANGING POSITIVE IMPACT In Uganda last year, we worked in five schools and four health centres, alongside our projects in other villages and communities. Water being provided directly to schools means that children can perform better academically due to reduced tiredness from walking for drinking

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RESPONSIBLE TOURISM JUST A DROP AT A GLANCE

Since 1998

Has reached more than 1.9mn people in 32 countries

In 1998

A child died every 17 seconds because of dirty water

Now

A child dies every 2 minutes seconds because of dirty water

Just £2

Helps a person gain access to safe water and sanitation

THE JUST A DROP JOURNEY For 25 years, Just a Drop has been providing safe water and sanitation to hundreds of communities across the world. Our projects have changed thousands of lives. Here are some of our highlights...

1998

Just a Drop founded by Fiona Jeffery, Chairman of World Travel Market Our first project, in partnership with the Red Cross, was building wells and organising community health programmes in North Gonder, Ethiopia.

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2001

Our first projects in Zambia, India and Cambodia. As well as completing work in Eswatini, we worked to bring safe water to Zambia, India and Cambodia, where we continue to work today with our local partners.

2005

We installed water points, showers and toilets for 300 people from the Meru community, our first time working in Kenya.

2006

We constructed a well and a water distribution system in a local school, providing safe water to 1,900 students and teachers, our first project in Uganda.

2007

Our first time working in Nicaragua, installing a piped water system into local homes, giving 280 people a reliable source of safe water.

2010

The launch of our ‘Just Help Haiti’ appeal.

2012

We constructed two boreholes in Tanzania, our 100th project!

2016

We celebrated the completion of work in Makueni Country, Kenya- our 200th project!

Children with Wambiti Primary School Water Tank, Kenya

water and less illnesses due to their access to non-contaminated water and hygiene facilities, such as handwashing. Health centres similarly cannot operate or provide proper medical care without a reliable supply of safe water. In Kenya, our work often directly works to combat climate change in areas where communities have been deprived of a formerly existing water source due to extreme heat and weather patterns. In both Kenya and Nicaragua, we also plant trees for their help in growing crops and their environmental impact, such as reducing soil erosion and improving soil quality. This in turn improves conditions for farming, which can lead to better health, reduced hunger, and income from selling surpluses.

THE HARD FACTS

771mn

People globally don’t have access to clean water – that’s 1 in 10 people

A child dies every

PLEASE SUPPORT WASH ORGANISATIONS We hope that this brief snapshot of our projects and their impact goes some way to demonstrate the type of holistic, sustainable development which an effective approach to providing water, sanitation, and hygiene can provide. As the United Nations and the international community have repeatedly highlighted, a drastic increase in the pace of WASH (water, sanitations and hygiene) development is required not only to reach the goals set for 2030, but in order to prevent a climate catastrophe and millions of people from slipping into truly unliveable conditions. With just over six years left until the conclusion of Sustainable Development Goal 6, it has now become urgent that third-sector WASH organisations such as Just a Drop are given the resources and funding they need to genuinely change people’s lives, as we have been doing for 25 years. We look forward to serving the international community and those in need for many more years to come.

2 MINUTES

From a water-related disease

1.7bn

People globally don’t have access to adequate sanitation – that’s 1 in 5 people

2.27bn

People globally don’t have access to basic hygiene services – that’s 1 in 3 people

EVERY DROP COUNTS If you would like to support Just A Drop projects, contact brendan. hanlon@justadop.org or alice.mellar@justadrop.org, and visit www. justadrop.org

200mn hours

The time women and girls spend every day collecting water – that’s 8.3mn days, or more than 22,800 years

2017

Our new branding is unveiled! Completed work at Namayumba, our first health centre in Uganda.

2019

Our Steps to Water campaign began, raising awareness of the difficulties millions face just to collect water. In many lower-income countries, the journey to safe water takes an average of 8,000 steps.

2020

Our COVID-19 response work reached 151,094 people in Kenya, Zambia, and Uganda.

2021

For our work responding to the pandemic, we were awarded the Rathbones COVID-19 Response Award at the 2021 Charity Awards.

2022

We launched our Carbon Action Plan, aiming to reach Net Zero across the organisation by 2040.

2023

Our Walk to the Well campaign reached more than 19 million people on Twitter. By finishing our project at Kwaithi School in Kenya, we marked the completion of our 500th project.

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As a tourism leader, you are a societal leader. Now step up to the ask. A candid call to action for leaders to “break out of the malaise” and action regeneration, by Aradhana Khowala, CEO, Aptamind Partners, an advisor to governments, emerging destinations and public and private organisations on sustainable tourism development

ourism is the world’s third largest export industry. It generates millions of jobs annually, adds billions of dollars to the global GDP, and helps support the economies of some nations singlehandedly. However, human ignorance to the environmental effect has pushed planetary boundaries, demolished the rich landscape and beauty of the local sites, and exacerbated the depletion of nature and the destruction of our planet, solely for monetary gains. We’re destroying habitats and species at an inexcusable rate and although laudable, sustainability, neutrality, or “do no further harm” is an insufficient ambition to stop this train wreck, which threatens the health, security and livelihoods of billions. In 2023, Earth Overshoot Day fell on August 2 during the peak of the tourism season, meaning that in just seven months, we had consumed all the resources the planet could generate in a year. In other words, at the current rate of consumption, energy use and exploitation of natural resources, we need almost two planets to sustain our way of life and economic system. The new world order, therefore, seeks a model of constant regeneration over episodic transformation, and internal creative destruction versus preservation of stability. BEYOND SUSTAINABILITY; A HIGHER PURPOSE Regenerative tourism could hold the answer to this complex problem. It is a set of holistic practices for enhancing the natural, cultural and social capital of a destination to create net positive benefits for people and the planet. It is a "beyond sustainability" strategy, which focuses on how to reverse climate change, absorb carbon from the atmosphere and utilises renewable strategies to leave destinations better off instead of overusing the resources, exploiting cheaper local

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labour, harming the environment, diverting the wealth from the community and interfering negatively in the normal life of locals. A passionate commitment to a shared, higher purpose is at the core of the regenerative agenda in tourism. But meaningful change takes time and it does not happen on its own. We need tourism leaders to break out of the malaise and embrace this opportunity for change as societal leaders. And we need to challenge our foundational and outdated beliefs to be able to build organisations that are infinitely more capable than the ones we have today. This is not just about staying away from the old world or even embracing the new world. This is about living and leading in the real world. CHANGE STARTS WITH US Changing the system starts with us. We need to become small-scale leaders, because the accumulation of our individual efforts will result in great change. We need bold leaders who are willing to challenge the status quo and question the practices that lead to mediocrity while making the leap to being restorative, reparative, regenerative. If you want to drive broader systems changes, you need other partners. So, forge partnerships and collaborate including with your critics and competitors. The problems we face are so immense that it is beyond the scope and ability of a single company to fix them. We need all of us to dance this dance. ESG LEADERS OUTPACE THE COMPETITION In the face of quarterly reporting, market pressures and shareholder demand, it is hard to think about the far-reaching consequences of climate-related disasters, poverty in developing countries or loss of

ABOUT ARADHANA KHOWALA Aradhana Khowala is one of the most influential leaders in the luxury hospitality, travel and tourism sector, with a career spanning 23+ years, and 75-plus countries. Today, she is the CEO of Aptamind Partners, a strategic consultancy advising governments, emerging destinations and public and private organisations on sustainable tourism development. She is an advocate for tourism as a force for good, encompassing ESG, diversity and inclusion and female empowerment.

biodiversity. But 95% of consumers want to buy from companies that are purpose driven. We’re also seeing the financial market move where satisfying the shareholders as the sole objective is not a winning formula anymore. Transforming company cultures, embracing new styles of leadership, as well as diversity and inclusion positively impacts revenue and profit. Leaders who have embraced action on ESG issues are outpacing their competitors. THE POWER OF THE COLLECTIVE If we want to make a big impact, we need to invest in our own success. And if we’re going to create change as a sector, it will take us all doing it together. I’ve always believed in business and its abilities to tackle big issues. Tourism leaders need to step up and stick our neck out with ambitious and audacious goals. The alternative is we will be soon accused of green washing by the younger generation. The question is how far are you willing to push your companies to help solve the biggest problems facing humanity?

Working collectively to change the world through travel and hospitality The power of collective action to shape a more sustainable future should not be underestimated, says Glenn Mandziuk, CEO of the Sustainable Hospitality Alliance

n today's rapidly changing world, the travel and hospitality industry has an incredible opportunity to make a positive impact. It is not just about providing comfortable accommodations and enjoyable experiences; hotels have a significant role to play in shaping a more sustainable future. At the Sustainable Hospitality Alliance (the Alliance), we have been dedicated to this mission for more than 30 years, bringing together industry leaders, strategic partners, and members to address the challenges facing our planet and our people. The power of collective action cannot be underestimated. With more than 45 members, representing nearly 300 brands and 7 million rooms including renowned hotel companies such as Marriott International, Hilton, and Hyatt, we are united in our commitment to making Net Positive Hospitality a reality. Our industry leading Pathway to Net Positive Hospitality programme sets ambitious targets to create a prosperous and responsible global hospitality sector that gives back to destinations more than it takes away. Through this programme we provide leadership and support to our members and partners, empowering them to achieve these goals. To drive large-scale change, we have launched strategic initiatives such as the Net Positive Pathway and Hospitality High Ambition Movers. These bring together the most ambitious members of our Alliance, forging bold commitments and partnerships that leverage their market power and invest-

ment capacity to catalyse shifts towards net positive. We also established Net Positive Accelerators to inspire and engage our members in collaborative pilot initiatives targeting systemic issues in specific destinations. By capturing critical learnings and potential for scaling and replication, we can disseminate these successes and inspire the broader industry. STRATEGY IN ACTION One concrete example of our strategy in action is a project in Africa focused on improving supply chains in the industry. Supported by the German Federal Ministry for Economic Cooperation and Development, this project includes local supplier training, hotel guidance, and impact reporting on fair employment, diversity, and environment. By sourcing more through local supply chains, hotels can have a profound positive impact on local communities while improving their own environmental and social sustainability. Investment in Environmental, Social, and Governance (ESG) programmes is crucial for making transformative sustainable changes. The demand for more sustainable travel experiences from guests is driving

“

To achieve Net Positive Hospitality, we must work collectively and embrace the concept of giving back more than we take away”

Glenn Mandziuk

increased investment in the industry. As Booking.com reports, 80% of guests consider sustainable travel essential. This surge in funding allows us to make hospitality truly sustainable, addressing the significant lack of resources that hindered progress in the past. Real-world examples from the hospitality industry demonstrate the sector's commitment to sustainability and its efforts to become Net Positive. Take the London Heathrow Marriott Hotel, a member of our Alliance, for instance. This award-winning hotel is a trailblazer in sustainable hospitality, recognised for its environmental responsibility and sustainable operation within the tourism industry. Marriott's 2025 Sustainability and Social Impact Goals guide the hotel's efforts to make a positive and sustainable impact, aligning with the United Nations Sustainable Development Goals. Through energy-efficient architecture, zero-waste initiatives, locally-sourced cuisine, and ambitious waste reduction targets, this Marriott property is leading the way in eco-conscious hospitality. To achieve Net Positive Hospitality, we must work collectively and embrace the concept of giving back more than we take away. By collaborating, sharing ideas, and putting innovative programs into action, we can create a better future for destinations, the planet, and the longterm success of our industry. Let us come together as a global community of hospitality professionals and drive the change our world so desperately needs.

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A city of the

future An evolution of the Expo 2020 Dubai site, Expo City Dubai, the host of this month’s COP28, is a new destination to visit, work, and live, guided by the emirate’s vision for a more sustainable future Sholto Douglas-Home

xpo City Dubai is an innovation-driven, people-centric city of the future, designed as a blueprint for sustainable living. Packed with an array of diverse attractions, educational, cultural and entertainment offerings, the city is home to leisure facilities, F&B options, event venues, fitness grounds as well as a thriving business community, with residential developments coming soon. A go-to destination for globally significant events, Expo City Dubai is the legacy of the hugely successful Expo 2020 Dubai and continues its purpose to celebrate human innovation, imagination and ingenuity and drive progress on critical issues. From immersive projections to cultural celebrations, community gatherings to sports activations, Expo City Dubai is dedicated to sharing knowledge and culture and promoting collaboration and wellbeing, as Chief Marcomms & Sales Officer Sales, Sholto Douglas-Home explains. Q: Expo City has evolved from the Expo 2020 Dubai site – what features from Expo have been retained and repurposed? Expo City Dubai carries forward much of Expo 2020 Dubai’s magic, energy and excitement, as well as 80% of the Expo-built infrastructure. Many of its iconic attractions are open for visitors, including Al Wasl Plaza, the Surreal water feature and the Garden in the Sky observation tower, while Alif – The Mobility Pavilion, Terra – The Sustainabil-

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ity Pavilion and the Vision and Women’s Pavilion live on as interactive educational experiences. The Opportunity Pavilion is being transformed into the Connect Conference Centre (C3) – a versatile venue that complements the existing Dubai Exhibition Centre (DEC). Some country pavilions have found new purpose as educational or innovation centres, restaurants or business hubs, while visitors will also recognise several popular eateries, including the Alkebulan African dining hall, Grand Beirut, Ecco Pizza & Pasta and Albaik. Q: What is the vision for the city as a place to work, live and visit? A key facet of the Dubai 2040 Urban Master Plan, Expo City Dubai is integral to the sustainable development of Dubai and focuses on the wellbeing and happiness of all its inhabitants – businesses, residents and visitors. A destination for business and events and part of Dubai’s thriving Free Zone community, Expo City Dubai is attracting established corporates and organisations as well as start-ups and SMEs, offering an innovation ecosystem that provides a springboard for companies to scale and grow. Its recently launched residential developments demonstrate best practice in innovation and sustainable design and form an important part of the city’s growing community.

Meanwhile, there’s plenty for visitors, whether it’s exploring our cutting-edge architecture, soaking up the ambience of the city and its parks, gardens and playgrounds, visiting the pavilions, dining at a range of restaurants, or enjoying cultural, sports or entertainment events, Expo City is always a great day out. Q: Why should visitors to Dubai take a trip down to the city? Expo City is packed with engaging activities, exciting entertainment and meaningful experiences that dive into topics that matter to us all, not to mention a range of sports, fitness and wellness activities – all part of our commitment to creating a healthy, active and engaged community. From kids’ camps to concerts, book clubs to business events, cultural cuisine to community yoga, there is something for everyone. Visitors can explore our stunning site for free – and that includes the parks, playgrounds, running and cycle tracks, as well as Al Wasl and the Surreal water feature. Children aged 12 and under enjoy complimentary access to our attractions, while visitors aged 13 and above can enter individual pavilions for AED 50 (less than $14) or buy an Attractions Pass, granting access to all pavilions, plus the three Stories of Nations exhibitions, for AED 120 ($33). Expo City Dubai maintains the accessibility features of Expo 2020 Dubai, ensuring people with additional needs are fully supported, and our location means we are easily reached by Dubai Metro, taxi or car. Q: How is Expo City setting sustainability benchmarks? Expo City is committed to maximising its positive social, environmental and economic impact and demonstrating to the world that cities can make a significant contribution to tackling climate change. Taking care of our planet and each other is at the forefront of everything we do, and our city adheres to the highest levels of sustainable design, construction and operations. Our infrastructure features 123 LEED-certified buildings, one of which is Terra – a best-in-class example of sustainable building design – where visitors embark on an engaging journey that encourages them to understand and improve their environmental footprint. Designed according to 15-minute planning principles, Expo City Dubai has seamlessly integrated sustainability practic-

Expo City Dubai is an innovation-driven, people-centric city of the future

CHECK OUT… www.expocitydubai.com for the latest information on events, activities, new openings and timetable changes during COP28, with some attractions temporarily closed or operating to a different schedule during the world event.

es throughout, with car-free districts and all of its attractions easily reached on foot via shaded walkways, or by low-environmental-impact mobility solutions, such as bikes, buggies and e-scooters. Wellness is a priority, with the city featuring 10km of cycling tracks, a 5km running track and 45,000sqm of parks and gardens, while other notable features include smart technology to monitor the consumption of power, water and waste. We are also proud to be forging ahead with Expo Live – a global Innovation Programme that provides grants and support to social innovators from around the world. The latest round, announced in June, selected 36 innovative grassroots climate solutions from 34 countries, providing them with funding, technical guidance and the opportunity to showcase their ideas at COP28. In short, taking care of our environment is embedded in our culture, and our multi-faceted sustainability strategy expands on Expo 2020’s vision of a sustainable future. As our city grows, we will engage every tenant, resident and visitor in our journey,

exploring synergies and new opportunities, engaging the public and embracing innovative solutions that protect our planet. Q: What preparations are underway to host COP28 this month? As a state-of-the-art destination that hosted the world for six months, Expo City Dubai has the track record and the advanced, sustainable infrastructure necessary to host a global gathering of this magnitude. We are working with COP28 to prepare the physical space to ensure the anticipated 70,000 daily visitors to COP, including world leaders, delegates and members of the public, have an enjoyable, seamless and secure experience. Q: How will COP28 put Expo City on the map? As a city built on sustainable values and behaviours, we are the natural home of COP28. No other climate conference has taken place in a venue that ‘walks the talk’ as well as we do when it comes to climate action. We share similar objectives to COP and are committed to working together to

identify solutions and promote action to secure a sustainable future for generations to come. Expo City is a world-class venue for globally significant events, and a hub for innovative climate solutions, and we are looking forward to showcasing our city as a blueprint for how we can all live more sustainably, engaging individuals, corporates, cities and governments, sharing knowledge and taking action to safeguard the future of our planet. Q: What’s new at Expo City? We are excited to launch the region’s first Artificial Intelligence Film Festival (AIFF), exploring the potential of AI technology to enhance creative storytelling and advance the filmmaking landscape. Music lovers, meanwhile, can look forward to the UNTOLD music festival, which makes its international debut at Expo City Dubai in February 2024, and we will soon unveil our packed calendar of events for the upcoming season, including our ‘Hai Ramadan’ and ‘Winter City’ celebrations.

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AXYXYXYXYXYXYYXYXYXYX

Responsible Tourism Pioneers

Sweden tops Euromonitor’s Sustainable Travel Index

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GLOBAL ECOTOURISM

80%

Of travellers will pay at least 10% more for sustainable travel features despite the cost of living crisis

41%

Of travellers are prepared to pay 30% more for adventure and eco-tourism

Top 17

Destinations in Sustainable Travel Index are in Europe

URUGUAY Is the most improved country in the top 20, moving up 15 places

EGYPT AND THE MALDIVES Are the most improved countries over the last five years

Source: Euromonitor International

SWEDEN Tops the chart

Sustainable Travel Index – Top 20 in 2022 1. Sweden

11. France

2. Finland

12. Lithuania

3. Austria

13. Denmark

4. Estonia

14. Czech Republic

5. Norway

15. Germany

6. Slovakia

16. Portugal

7. Slovenia

17. Croatia

8. Iceland

18. Uruguay

9. Latvia

19. Romania 20. Poland

10. Switzerland

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Responsible tourism pioneers Felicity Cousins rounds up the innovators forging a more sustainable path for travel

AVIATION

TURKISH CROWNED ‘MOST SUSTAINABLE FLAG CARRIER AIRLINE’

Turkish Airlines was named the ‘Most Sustainable Flag Carrier Airline at the World Finance’s Sustainability Awards 2023 for the second year running. The carrier runs voluntary carbon offset platform CO2mission and has big ambitions to be a carbon neutral airline in 2050, using SAF, as well as waste management projects. In 2022 Turkish Airlines saved 57,581 tonnes of fuel, the equivalent to a reduction of 181,379 tonnes of greenhouse gases.

� AI STUDY SHOWS CONTRAIL FUEL IMPACT

A study led by Google Research and Breakthrough Energy supported by American Airlines found that making small changes to airline routes can reduce contrail formation by 54%. Contrails account for up to 35% of aviation's global warming impact, (more than half of the impact of the world’s jet fuel according to 2022 IPCC report). The study flew 70 test flights over six months and Google Research analysed satellite imagery.

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� NEW AVIATION ALLIANCE PUSHES HYDROGEN

A group of companies in the UK aviation and renewable energy sectors including easyJet, Rolls-Royce, Airbus, Ørsted, GKN Aerospace and Bristol Airport, have established the Hydrogen in Aviation (HIA) alliance to accelerate the delivery of zero carbon aviation. HIA believes more attention should be paid to the direct use of hydrogen as an aircraft fuel as it produces no carbon emissions compared to other technologies.

RESPONSIBLE TOURISM

ZEROAVIA RECOGNISED IN TIME 100

ZeroAvia is one of three travel-related firms included in the 2023 100 Most Influential Companies list by TIME Magazine. The pioneering aviation company plans to run zero-emission commercial flights with a Dornier 228, a conventional 19-seater plane, using an electric engine by 2025 – some 10 years ahead of others looking at the technology. ZeroAvia has flown nine test flights with its hydrogen-electric engine in the UK. The only emission created by the engine is water.

DELHI NOIDA TO BE INDIA’S GREENEST AIRPORT

Delhi Noida International Airport, currently under construction, is being hailed India’s greenest airport by its project dream team, which includes Nordic Office of Architects, Grimshaw, Haptic and consultant STUP. They say the building will be carbon neutral and LEED certified Gold and will remove as much carbon from the atmosphere as it emits through solar panels, indoor trees and ventilation offered through the perforated wooden ceiling.

FREE LANDING FOR ELECTRIC AIRCRAFT AT MAG AIRPORTS

� IATA OFFERS AIRPORTS NEW CARBON TOOL

The International Air Transport Association (IATA) has developed a tool to help airports calculate their embodied carbon. Embodied carbon is the total CO2 emitted when producing materials, including when a new airport or terminal is built, or any extensive refurbishments. The carbon footprint of that work is taken into account. IATA's new tool will deliver embodied carbon benchmarking for terminal buildings, runways and multi-storey car parks so that airport teams can understand the carbon footprint and work out how to mitigate it. The tool is ready for use and is offered to airports on a voluntary basis.

Manchester Airport Group (MAG) has offered free landing fees for five years to the first electric aircraft operating at one of its airports. MAG already has carbon neutral airports, and through its CSR Strategy has committed to get to net zero carbon by 2038. MAG has a Sustainable Transport Fund, which will be operated at each of its airports to fund improvements in public transport, cycling and walking options.

� COPENHAGEN AIRPORT AIMING FOR CARBON NEUTRAL

The airport aims to be carbon-neutral by 2025 after installing solar panels, wind turbines, and geothermal systems to generate renewable energy. To reduce waste it also has a recycling programme and converts food waste into biogas.

� SHENZHEN TERMINAL GOES GREEN

Rogers Stirk Harbour + Partners (RSHP) has designed a terminal for an airport in Shenzhen, China that will meet sustainability goals through its compact form, solar energy usage, rainwater harvesting and low water use. It will have large green spaces, including a 10,000sqm covered garden.

� HEATHROW EXPERIMENTS WITH LOW CARBON CONCRETE

London Heathrow has committed to reduce on-the-ground emissions in a new trial to explore the viability of lower carbon concrete, which cuts emissions by 50% compared to conventional concrete. At least 6% of global carbon emissions each year are linked to concrete production. The trial is designed to test the concrete’s durability and longevity in a true-to-life airport setting and is one of the first of its kind at any airport in the world. The initiative came from Heathrow’s sponsorship of a PhD candidate at the University of Surrey over three years. WTM London 2023 129

RESPONSIBLE TOURISM

HOTELS � MOST SUSTAINABLE HOTEL GROUP IN THE WORLD

Spanish hotel group Meliá Hotels International has achieved top spot from S&P Global Corporate Sustainability Assessment (CSA), which looks at the sustainability performance of companies in 2022. In January this year, it placed Meliá at the top with an overall score of 74 points out of 100. From 2019 to 2021, Melia achieved the top position in Spain and Europe, and second place globally. S&P Global's CSA’s comprehensive annual assessments focus on economic, governance, social and environmental criteria, as well as on industry-specific criteria.

AHLA NO ROOM FOR TRAFFICKING SURVIVOR FUND Since its launch less than a year ago the No Room for Trafficking (NRFT) Survivor Fund has raised $3.4 million. The NRFT campaign ensures hotel employees “are continuously developing a better understanding of ways to identify traffickers and potential victims in hotels”. The American Hotel and Lodging Association’s charitable arm will use the money for grants to community-based organisations that provide financial support and stability to human trafficking survivors.

ACCOR’S GLOBAL REFUGEE SUPPORT

Accor’s work with refugees is well documented. The group supports several non-governmental organisations in France offering training and internship opportunities. In Australia it has “SisterWorks”, supporting migrant, refugee and asylum-seeking women through the organisation’s Employment Pathways Programme. In Portugal it offers refugees hospitality-focused vocational training to help them integrate into the professional world. And in Brazil it trains managers and creates employment and other opportunities for refugees.

� B CORP FOR BLUE LAGOON ICELAND

Blue Lagoon Iceland achieved B Corp certification in September this year after meeting the rigorous standards of social and environmental performance, transparency, and accountability. The Blue Lagoon Iceland portfolio includes The Retreat at Blue Lagoon and the newly opened HIghland Base – Kerlingarfjoll in Iceland’s central highlands.

� HILTON LOCKS IN AMERICAS TESLA PARTNERSHIP

Hilton is planning to instal 20,000 Tesla charging stations at 2,000 hotels across the Americas. According to Hilton there will be at least six chargers at each selected hotel, making its EV charging network the largest of any hospitality company. The agreement will see the Tesla Universal Wall Connectors installed at properties across the US, Canada and Mexico from next year.

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RESPONSIBLE TOURISM

� OFF-GRID FOR SIX SENSES

When it opens next year, Six Senses Svart will become the world's first energy-positive hotel. The 94-room property will harvest more solar energy than it needs to operate, making it entirely off-grid and self-sustaining, with its own waste and water management, recycling, and renewable infrastructure.

� MOLIVING ALSO GOES MODULAR

In the Hudson Valley, Moliving is shaking up the hotel concept by offering single room cabins in a modular sustainable design. Moliving harnesses renewable energy, recycles greywater, uses local produce and plants a tree for every reservation. Travellers will stay off grid in their own private luxury.

� BAOBAB LUXURY SAFARI RESORT FOR AFRICA MASK Architects has designed the first eco-tourism resort in Africa that produces its own green energy and water for the community. Fitted with Air to Water technology powered by solar device-covered glass, BAOBAB Luxury Safari Resort invites guests to connect with the natural environment around them.

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RESPONSIBLE TOURISM

TOUR OPERATORS TRAVALYST DRIVES NET POSITIVE HOSPITALITY

Travalyst, the sustainable tourism non-profit coalition of travel and technology companies, has partnered with the Sustainable Hospitality Alliance to accelerate positive change across the tourism sector. Both will help those aiming for a positive impact on the communities and destinations where travellers visit. Last year the Alliance launched its Pathway to Net Positive Hospitality in direct collaboration with the hospitality industry, including in consultation with Travalyst.

VOLUNTEER VACATIONS

Discover Corps is a leader in 'volunteer vacations', focusing on children, schools, animals and wildlife conservation. The company operates with full transparency, putting legitimate volunteerism back on the map. Trip itineraries are designed to connect travellers to local communities and provide a deeper understanding of the culture, issues and ways of life in locations around the world. Many projects are in Africa, Asia and Latin America, and can range from caring for elephants in Thailand to helping to protect the animals in South Africa's Greater Kruger National Park region.

NEW ‘CLIMATE CHAMPIONS’ TRAINING HUB

The Travel Foundation, which has celebrated its 20th year anniversary, has partnered with Expedia Group to launch a free “climate champions” training resource for destination marketing and management organisations, available through Expedia’s online learning platform. Expedia is also backing the Travel Foundation, with NGO partners CREST, Tourism Cares and Cuidadores de Destinos, to develop an industry white paper exploring what Climate Justice means for the travel industry, led by the University of Waterloo.

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� NO-AIR TRAVEL WITH BYWAY

Byway focuses on overland across Europe by trains, boats, bikes and buses. The B Corp was founded by Cat Jones in the lockdown months of 2020. According to Byway, the carbon impact of rail travel is 14g of CO2 per passenger mile, compared to 285g for air: catch a train from London to Edinburgh and back five times and your carbon footprint is still lower than flying. “By supporting us as a B Corp, you are saying ‘yes’ to sustainable travel, socially responsible tourism and supporting local economies, and you’re casting your vote for the kind of travel we need for a cleaner, fairer and more equitable world.”

RESPONSIBLE TOURISM

EXPERIENCE TRAVEL GROUP’S SOCIAL IMPACT DRIVE

Founded in 2004 and now B Corp certified, travellers with Experience Travel Group will eat at local restaurants run by social enterprise groups to help young people get into work, or hike little known trails to give trade to those not on the main tourist tracks. “You choose conscious, considered travel – to be a traveller, not a tourist. To travel with a sense of curiosity, not entitlement,” it says.

� LINDBLAD EXPEDITIONS PLAYS EDUCATIONAL ROLE

The 15th cohort of Lindblad Expeditions and National Geographic Society Grosvenor Teacher Fellows have been selected and the 50 Fellows will embark on expeditions around the world, including Antarctica, the Galápagos Islands and the Arctic. They will travel on Lindblad Expeditions’ vessels to get hands-on, field-based experience to bring back to their classrooms, communities, and professional networks. Lindblad offers 100% carbon neutral trips that highlight nature, preserve culture and support local communities.

� ISLANDS AND ISLANDERS DOING THEIR PART

Seacology offers unique ecotourism adventures to islands around the world, visiting Seacology’s projects and meeting local people. Each year Seacology also gives a prize to an islander for exceptional achievement in preserving island environments and culture. This year’s winner was Jonah Ratsimbazafy, a conservationist who has dedicated his life to protecting the endangered lemurs and other species of his native Madagascar. He wins $10,000 and a trip to the United States to collect the award.

INTREPID’S NET ZERO STANDARD

Intrepid, which is B Corp certified and carbon neutral since 2010, shares its environmental and social performance every year. Last year it developed a tool to calculate trip emissions and by adopting the SBTis Corporate Net Zero Standard, Intrepid also became part of Race to Zero, the UN-backed carbon recovery campaign. See p.64 for an interview with Intrepid’s CEO, James Thornton.

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RESPONSIBLE TOURISM

CRUISE � HYBRID POWER AND PLASTIC-FREE; THAT’S HURTIGRUTEN

� WORLD’S BIGGEST CRUISE COMPANY

Carnival Corporation, the world’s biggest cruise company, is aiming for carbon-neutral ship operations and zero-emissions ships by 2050. All ships with Carnival Corporation are powered by LNG. Its Princess Cruises expanded its environmental stewardship in New Zealand, funding Nature's Wonders to support the habitat for the emerging Blue Penguin colony in Otago and the preservation of the last major, yellow-eyed penguin colony on the New Zealand mainland.

Hurtigruten will launch a zero-emission ship in 2030. The project, Sea Zero, will see electric ships built with batteries that are charged with renewable energy in port. It will also use wind, solar energy and retractable sails. Hurtigruten Expeditions is converting the rest of its expedition fleet to hybrid power, reducing carbon emissions by 20%. It is also looking at running some of its ships on biofuel made from dead fish.

VIRGIN VOYAGES SLASHES FUEL CONSUMPTION

Aiming to be net zero by 2050, Virgin has designed ships with new technologies such as Climeon to optimise and reduce fuel consumption. In its Epic Sea Change For All report, Virgin Voyages says 92% of its sailors agree it takes social and environmental responsibility seriously and half of sailors said they were inspired by their experience to live a more sustainable life.

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ZERO CARBON EMISSION SHIP FOR PONANT

PONANT announced its new project Swap2Zero, a zero-carbon emission ship launching by 2030. The pioneering design combines six technologies including a sail power system and hull providing an average of 50% of the propulsion energy using wind, over 1,000sqm of photovoltaic panels, new generation solar designed devices integrated into the sails, water and heat recycled heat emitted being recovered to produce hot water, on-board carbon capture technology, and a bespoke energy management system. The Swap2Zero ship is also part of the PONANT SCIENCE programme and will host researchers involved in decarbonisation technologies.

RESPONSIBLE TOURISM

B CORP HOPES FOR AURORA

Aurora Expeditions, which is 100% carbon neutral, was one of the first cruise lines to build ships with the Ulstein X-BOW, an energy-efficient design, which means the hull slips easily through water, reducing fuel consumption by up to 60%. In its recently released, inaugural Impact Report 2022-2023 ‘Protecting the world’s wild places’, Aurora announced it hopes to achieve B Corp Certification in 2024 (it is currently in the evaluation stage).

Did you know? LNG produces 25% less carbon dioxide, no sulphur emissions and up to 95% less nitrogen oxide than cruise fuel used today (Source: CLIA)

� BATTERY POWERED BOATS BY HAVILA VOYAGES

Havila Voyages has launched the first of four hybrid-powered ships combining LNG fuel with batteries. The Norwegian government has announced that both Geirangerfjord and Naeroyfjord will be zero-emission locations from 2026 — so even LNG-powered vessels won’t be able to sail there.

SILVERSEA’S NET-ZERO CRUISE TERMINAL IN TEXAS

High-end cruise firm Silversea is to launch the world's first net-zero cruise terminal in Galveston, Texas. It follows the line introducing a series of ships that use hydrogen fuel cell technology to provide 100% of power while in port. Silversea worked with Meyer Werft shipyard in Germany to make the process of shipbuilding carbon-neutral. Silversea also launched its impact report this year, with a view to reducing carbon intensity by double digits by 2025.

� HYDROGEN WIN FOR MSC CRUISES

As a member of the Hydrogen Council, MSC Cruises is working towards using hydrogen as fuel. Following MSC Euribia’s net-zero maiden voyage from France to Denmark, in June this year, it shared key data and insights from the journey. During the four-day voyage, MSC Euribia performed 11% better than her digital twin – a virtual ship reproducing the optimum energy flow and utilisation on board – achieving an overall saving of 43 tonnes of fuel. Achieving net-zero performance was made possible by using bio-LNG as a fuel.

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RESPONSIBLE TOURISM

DESTINATIONS � RAS AL KHAIMAH ACHIEVES REGIONAL EARTHCHECK FIRST

Ras Al Khaimah is the first destination in the Middle East, and one of few globally, to be awarded Silver Certification by EarthCheck, the world’s leading scientific benchmarking, certification, and advisory group for the travel and tourism sector. Earning this science-backed, internationally recognised status, reinforces the emirate’s ambition to become the region’s sustainable tourism leader by 2025. To be awarded Silver Certification, Ras Al Khaimah underwent a rigorous process underpinned by stringent scientific benchmarks, meticulous monitoring and auditing across an array of vital sustainability indicators – from energy and water consumption to waste management, carbon footprint analysis, and community engagement. In tandem with destination certification, more than eight tourism businesses, including Ras Al Khaimah Tourism Development Authority (RAKTDA), hotels, attractions, and tour operators across Ras Al Khaimah, earned EarthCheck’s Silver Tourism Business Certification, reflecting the tourism authority’s integrated sustainability vision. Entities with Silver status including The Ritz-Carlton Al Hamra; Jais Flight, the world’s longest zipline; 1484 by Puro, the UAE’s highest restaurant; the Bear Grylls Explorers Camp; RAK Leisure Administration Office; and tour company SAFARAK.

� COSTA RICA’S SUSTAINABILITY SUCCESS RECOGNISED

The 30th World Travel Awards in August named Costa Rica as ‘One of the world’s most successful sustainable travel destinations’, picking up Leading Destination of Mexico and Central America 2023. Costa Rica is known for its wildlife, rainforests, volcanoes, and beaches and has three UNESCO World Heritage sites: La Amistad Reserve and National Park, Area de Conservacion Guanacaste, and Cocos Island National Park. It has 5% of the world’s biodiversity with 20 natural parks, eight biological reserves and 800 miles of coastline. Plus 98.1% of its electricity comes from renewable sources.

Did you know?

of the world’s biodiversity is in Costa Rica

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RESPONSIBLE TOURISM

�R THE ESILIENCE DEFINES MAURITIUS DECLARATION

UNWTO’s August conference – Rethinking Africa: Rethinking Tourism for Africa: Addressing global challenges – brought together experts to discuss the urgent need to invest in a greener tourism sector. Tourism ministers reflected on a range of global challenges and pillars of the 2030 Agenda for Sustainable Development. The conference culminated with the presentation of the Mauritius Declaration by the host country and UNWTO. The Mauritius Declaration aims to promote sustainable and resilient tourism ecosystems through multi-sectoral partnerships, ethical practices, investment promotion, nature-based solutions, decarbonisation, coordination of public health, policy alignment and data-driven decision-making.

ADRIAN GARDINER WINS GLOBAL HUMANITARIAN AWARD

In March this year American Humane, the US’ first animal welfare organisation presented the Global Humanitarian Award to Adrian Gardiner, a lifelong conservationist and co-founder of the Community Conservation Fund Africa. Gardiner is also Chairman of the Mantis Group, and founder of the Shamwari Game Reserve. His work in the region spans decades as he spearheaded the Eastern Cape’s move to wildlife tourism in the 1990s. Gardiner has saved many species in Africa and has been called a “Champion of animals”.

PRIZE FOR SPECIES CONSERVATION GERMAN ZOO CEO

In September, Global Humane awarded Professor Theo B Pagel, CEO of Cologne Zoo in Germany, with the 2023 Wolfgang Kiessling International Prize for Species Conservation. Global Humane’s Wolfgang Kiessling International Prize for Species Conservation seeks to recognise leading conservation scientists who are making positive changes in conservation and species preservation. Pagel is the CEO of the Cologne Zoo and is responsible for a breeding programme launched in 1988 to save the endangered Bali Starling, the first German breeding of Little Penguin and the world’s first breeding of Elegant Pitta.

� SLOVENIA RECOGNISED AS EUROPEAN DESTINATION OF EXCELLENCE

Kranj in Slovenia has been recognised as a European Destination of Excellence for reducing its carbon footprint and empowering the local community. Kranj has a Green Team comprising 21 members from different local authorities across the region. The team collects data, sets targets and organises workshops. Another initiative unique to Kranj is that underneath its old town lives a rare species of olm, an amphibian. The SOS Info Centre Proteus, a local laboratory, in partnership with Kranj, has been researching and protecting these creatures for years. The laboratory educates visitors and locals about the endangered species.

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THE MIDDLE EAST

Setting sail towards Vision 2030

Cruise Saudi CEO Lars Clasen explains why Saudi’s cruise sector is riding the crest of a wave, and there’s more swell on its way, benefitting Saudis and visitors alike

C Lars Clasen

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ruise Saudi is both “the architect and the driver” of the cruise industry in Saudi. A conduit between land and sea, the entity is a strategic facilitator and partner to international and local entities that oversees the development of services and infrastructure, from state-of-the-art cruise terminals and training of ground services to the creation of shore excursions, all designed to transform the country’s coastlines into a premier global cruise destination. Over the last 12 months, Cruise Saudi has witnessed “immense growth”, accelerating in 2023 with two significant milestones, explains CEO Lars Clasen. “First, we kicked off the ‘SAMA’ project by signing a contract to build the first ultra-luxury yacht, Aman at Sea, through a joint venture with Aman Group, entering the luxury floating resorts industry with distinctive voyages,” he says. “Then, we inaugurated a new cruising berth and terminal in the Eastern Province

of the Arabian Gulf.” The momentum continued with Cruise Saudi launching its own cruise line, AROYA Cruises, a first for Saudi and another step towards building a premium cruise ecosystem. At the same time, the number of global cruise ships making their maiden calls to Saudi has also increased significantly in 2023. “It’s been an incredible phase for us, and we are so proud of our progress in putting Saudi on the map as a recognised destination for cruising,” says Clasen. THE AMBITION Cruise Saudi’s ambition to become a world-class cruise port and cruise line operator is a goal aligned to Vision 2030, the kingdom’s strategy for socio-economic transformation, with tourism a key sector earmarked for development. “All of Cruise Saudi’s objectives are in line with Vision 2030,” confirms Clasen. “Since our launch in 2021, we’ve opened cruise berths and terminals at three key ports along Saudi’s coasts and launched our first Arabian Cruise Line, AROYA Cruises. These developments are making a significant impact towards the broader goals of Vision 2030 as we’re actively creating accessibility to some of Saudi’s most exciting coastal destinations, contributing to achieving the Vision’s goal of welcoming 150 million visitors to Saudi by 2030.” With Cruise Saudi targeting 1.3 million cruise passengers by 2035, it has turned its focus to increasing the number of Saudi ports that can welcome cruise ships and diversifying and expanding the shorex experiences available.

RESPONSIBLE TOURISM

Left: On-shore excursions have a cultural focus Below: More cruise ships are visiting Saudi ports

“We also place a great emphasis on human capital,” Clasen continues. “We aim to create 50,000 direct and indirect jobs in the Saudi tourism and cruising industries by 2035. Tourism is rapidly growing in Saudi, and we want to ensure that communities feel supported, and young Saudis are encouraged to pursue careers in this exciting sector. There is so much talent in Saudi and we’re proud to be fostering and supporting the next generation of tourism leaders.” CRUISING FOR THE PEOPLE Saudi, and the Saudi people, are at the heart of Cruise Saudi’s operations, says Clasen. The entity strives to employ Saudi nationals whenever possible and to date, has achieved a Saudisation rate of 77%, which means Saudi nationals account for more than two-thirds of its workforce. “We understand the importance of working with locals in order to offer a tourism product that is both authentic to travellers and beneficial to local communities,” says Clasen. Encouraging Saudis to work in the industry and raising awareness of the importance of the tourism sector and its wide-ranging career opportunities is crucial and Cruise Saudi has partnered with several educational institutes to provide cruise-focused training to tourism and hospitality students. It also provides training to tour guides and runs workshops for local entrepreneurs and SMEs to highlight the cruise sector’s positive impact on the community, including job openings. These initiatives are in tune with Vision 2030’s goal to create a country in which Saudis are proud to live, as well as a destination tourists want to visit.

IN NUMBERS

1.3mn 50,000 77% 195,439 Cruise passengers by 2035

Direct and indirect jobs by 2035

Saudisation rate in 2023

Passengers welcomed during 2022/2023 cruise season

WHAT’S NEW AND WHAT’S NEXT? Launched earlier this year, AROYA Cruises is Saudi’s first cruise line, marking a milestone in Cruise Saudi’s strategy to create a premium cruise ecosystem in Saudi. “It is designed and tailored to reflect its brand values of inspiration, enrichment, generosity, and respect for ‘Remarkably Arabian’ experiences, and aims to offer Saudi nationals, expatriates, and regional guests a unique opportunity to explore the wonders of Saudi from the sea via new and ground-breaking holiday options,” explains Clasen. “The exact dates for when AROYA Cruises will begin exploring both local and international waters will be announced in due course," he continues. “We look forward to welcoming the first passengers on-board.”

From an infrastructure perspective, Cruise Saudi has ongoing plans to equip more ports along the Saudi coast and open new gateways to the kingdom. “We recently signed an MoU with the Royal Commission for Jubail and Yanbu and will be working to open up Saudi’s southern region,” says Clasen. “We are also looking forward to welcoming several new cruise ships on their maiden calls to Saudi during the 2023/2024 season. “The last season saw us welcome 195,439 passengers to Saudi by sea – almost quadruple the number of passengers that visited in our first two seasons combined – and we plan to build on this success.”

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THE MIDDLE EAST

A national treasure

The sustainable and responsible transformation of Jeddah Historic District

he historical district of Jeddah in Saudi Arabia, a UNESCO World Heritage Site, is undergoing a dramatic transformation, but not in the way that one might expect in terms of sustainability and restoration, but rather in the form of change and construction. This is a key focus, along with the city’s extraordinary history, heritage, and culture being beautifully preserved and integrated firmly into its future. Being implemented by the Ministry of Culture’s Jeddah Historic District Programme, the regeneration project will see the district’s historic buildings restored and repurposed into boutique hotels, arts centres, and cafés, positioning the region as one of Saudi Arabia’s leading creative, cultural hubs.

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A CLEAR VISION Saudi Arabia is a relative newcomer to the global tourism market, but the country has a clear vision for its future, and positioning the country as a world-class sustainable and responsible tourism destination is central to this vision. As part of its innovative 15-year transformation plan, Vision 2030, the Kingdom of Saudi Arabia aims to place tourism at its centre, diversifying the country’s economy, providing opportunities for locals, and ensuring the preservation of its unique culture and heritage. Enter Jeddah Historic District, known locally as Al Balad. Founded more than 3,000 years ago as a fishing village, Jeddah alludes a fascinating history and heritage, and these

millennia of history are no better preserved than in Al Balad, the city’s oldest quarter. A FEAST FOR THE SENSES With more than 650 historical buildings packed into just one square mile, Jeddah Historic District is a treasure trove of heritage. The district is home to five major souqs and 36 spectacular mosques, and its streets pop with colour at every turn. The tantalising smell of freshly baked bread wafts through doorways, mingling with the salty scent of freshly caught local seafood, complimented by the savoury aromas of mutabbaq pancakes and the sweet scents of nourishing teas and elegant incense. The sound of market pundits inviting locals

RESPONSIBLE TOURISM and visitors alike to their stalls is punctured by calls to prayer from atop minarets. Everywhere visitors look, their eyes will be drawn to historical architecture, colourful textiles, and piles of saffron-red spices. PRESERVING TRADITION AND IDENTITY From pilgrims making their Hajj journeys to traders stopping on their way across the sparkling Indian Ocean, Al Balad – the Gate to Makkah – has been welcoming visitors for hundreds of years and will continue to do so long into the future. The district is at the heart of Saudi Arabia’s plan for developing a sustainable tourism industry to encourage visitors from all around the globe while simultaneously preserving the traditional district’s fascinating culture and providing economic opportunities for its local community. Jeddah Historic District’s unique culture and identity are not set to change. There will be no high-rise hotels coming to Al Balad. Instead, the Jeddah Historic District Programme is placing preservation of its unique heritage first. In 2021, Crown Prince Mohammed bin Salman announced plans to revitalise Jeddah Historic District for both visitors and locals alike. Having achieved UNESCO World Heritage status in 2014, Al Balad is becoming a model that showcases how a destination can transform its tourism industry without changing its culture, heritage, community, and history, the very elements that make Al Balad. In line with Vision 2030, this gem of Saudi Arabia is becoming a destination that visitors truly cannot miss. RESTORATION AND REVITALISATION As part of a three-stage project, carefully designed to ensure that work is done in as sustainable a manner as possible, historical buildings (which were at risk of collapse) are being restored according to UNESCO guidelines. The 13th-century Al Shafi’i mosque and spectacular green Nour Wali house have both been recently preserved. During these careful renovations, archaeological research has been undertaken to preserve historical relics submerged underground. Some of these treasures have already been unearthed, such as the rediscovery of the Al Shona Fortress (a 500-year-old waterfront). Part of Jeddah’s historical and cultural makeup is its Red Sea location and, earlier in 2023, a $20 billion Jeddah Historic Waterfront Development was launched to revitalise the old port, restoring this historic area, and

Left: Historic buildings are restored according to UNESCO guidelines

Above: Landmark house Waqf alShafi’I’

Below: Al Balad is a UNESCO World Heritage Site

providing locals and visitors with more green spaces and pedestrian routes. CULTURE AND COMMUNITY A city is not just its buildings. The team behind the programme of Al Balad prove this by striving to ensure not only the district’s physical restoration but also the preservation of its culture, community, and history. The people of Saudi Arabia are at the heart of Vision 2030, and, in Jeddah Historic District, this is no different – the redevelopment is for the local community. The team has worked with local craftsmen on the restoration of local buildings, cultural sites have been preserved and protected, local and family-owned businesses are prioritised over larger chains, and new facilities are being developed to further improve the quality of life for the people of this district. Jeddah Historic District is quickly becoming the perfect blend of traditional ways of life and modern comfort. A WARM WELCOME TO ALL The people of Al Balad are truly the district’s beating heart, but visitors are warmly welcomed. From the moment travellers step into Jeddah Historic District, they will feel as if they are returning home. The sense of pride is instantly tangible here; the thriving buzz of modern life mingles with a magical air of history, and hospitable locals invite visitors to share their home and culture. Spend days strolling in lush green spaces, wandering through a maze of winding streets, or visiting museums, and enjoy evenings savouring local specialities – inspired by hun-

dreds of years of cultural interchange – served at small, family-owned eateries. BLENDING OLD WITH NEW While retaining its traditional spirit, Al Balad is also opening its doors to international culture, creating the perfect blend of old and new. Launched in 2019, the Red Sea International Film Festival has been held annually in the district since, recognising the achievements of both international and local filmmakers. Saudia Arabia’s music scene has also been steadily growing in the public eye since 2016, and Balad Beast festival – held in December amidst the beautiful surroundings of Jeddah Historic District – embodies this exciting growth. For two nights, the city of Al Balad is lit up with music and dancing in a world-class contemporary music festival fit to rival those of London, Berlin, or New York, all with a traditional Saudi twist.

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History in motion Saudi Arabia’s historic city of AlUla is fast becoming a showcase for the kingdom’s drive to position itself as a global leader in responsible tourism

lUla in Saudi Arabia has been home to ancient civilisations for millennia, welcoming travellers from near and far in search of shade, shelter, and sustenance as they journeyed along the well-trodden spice and incense trading routes and, from Islamic times, on pilgrimage to and from Makkah. In modern day Saudi Arabia, AlUla has become a showcase for the kingdom’s drive to position itself as a global leader in responsible tourism as it pursues one of the world’s most ambitious economic diversification strategies. AlUla is home to a series of fascinating historical and archaeological sites spanning more than 200,000 years of largely unexplored human history and activity covering the ancient North Arabian Kingdoms of Dadan and Lihyan, the Nabataean Kingdom at Hegra – today, Saudi Arabia's first UNESCO World Heritage Site – the Roman Empire and the Islamic Period. The largest conserved site of the Nabataeans outside of Petra, Hegra is renowned for breath-taking vistas of well-preserved tombs carved into sandstone cliffs, many of which feature intricate decorated facades and inscriptions in several ancient languages. Beyond Hegra, AlUla’s importance to the history of civilisation is highlighted by the many ancient artefacts found there, as well as man-made and natural monuments. Geographically, the area offers visitors a stunning and diverse topography that ranges from majestic mountains and undulating sand dunes to expansive nature reserves and lush green oases.

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AlUla offers visitors a stunning and diverse topography that includes lush green oases

RESPONSIBLE TOURISM Left: Hegra in AlUla is Saudi Arabia's first UNESCO World Heritage Site

Below: AlUla’s ancient Old Town is a focal point of sensitive development

A RESPONSIBLE VISION FOR THE FUTURE The Royal Commission for AlUla (RCU), which was established to protect and safeguard the area, is pursuing a long-term plan to develop and deliver a sensitive, sustainable transformation of the region, reaffirming it as one of the country's most important archaeological and cultural destinations and preparing it for an influx of visitors from around the world. AlUla’s remarkable appeal has made it one of the kingdom’s hottest and fastest-growing tourism attractions. According to official data, the destination, which officially opened its doors to the public as a year-round attraction in October 2020, welcomed 146,000 visitors in 2021, outstripping official targets for the year by 53%. Last year, the number rose to 180,000 visitors, while authorities are confident that this year’s target of 250,000 visitors will be met or exceeded. RCU’s development work in AlUla encompasses a broad range of initiatives across archaeology, tourism, culture, education and the arts, reflecting the ambitious commitment to cultivate tourism and leisure in Saudi Arabia in its Vision 2030 national strategy. The Commission’s Journey Through Time Masterplan provides a detailed roadmap for AlUla’s sustainable development, with a goal to preserve five distinct districts, five heritage sites and 15 cultural assets. The plan also calls for the development of 5,000-plus hospitality keys and 10 million square metres of green and public spaces, with a

view to creating a truly open air, living museum. As a direct response to the challenges of sustainable and responsibly developing AlUla’s fragile desert and heritage environment and creating a new and balanced path to conservation and restoration, AlUla’s Sustainability Charter sets the ground for an innovative and integrated approach to sustainability. Aiming to make the destination net carbon neutral by 2035, it calls for the development of renewable energy sources, sustainable land rejuvenation, and the implementation of circular economy principles to reduce waste. At its heart, the Charter combines a zero-carbon approach to development with the adoption of robust resiliency policies in environmentally sensitive areas, from flood prevention and improved water management to vegetation planting. By rehabilitating 65,000 hectares of degraded land by 2030, the RCU plan also aims to give a new lease of life to the ancient oasis. The rewilding of the natural landscape is a major part of AlUla’s comprehensive regeneration, integral to which is the Arabian Leopard Programme and Arabian Leopard Fund, which aims to reintroduce the critically endangered species to the AlUla region. EXPANDED DESTINATION OFFERING AlUla’s destination offering continues to expand, with a number of new attractions and accommodation options scheduled to open in 2024 and 2025. Currently under development in AlUla’s Old Town, the Dar Tantora boutique hotel is situated in a series of historic mudbrick buildings that are being restored by local artisans. The fully immersive experience will showcase the Old Town as a vibrant cultural hub, complete with traditional décor, furniture and artistic treatments. In 2025, Aman Resorts is set to open an upscale tented camp that will blend into the natural environment, a resort inspired by the local architecture located close to the heritage sites and a sophisticated ranch-style resort. Other upcoming openings include the 36-key Chedi Hegra, which is scheduled to welcome its first guests in Q4, 2024, and the 76-key Azulik eco-hotel, which is due to open in 2027. Other notable projects currently under development include the Sharaan Resort and International Summit Centre, which is set to become a global architectural landmark designed by the legendary Jean Nouvel. Two new museums are also planned: Beirut-born, Parisian-based architect Lina Ghotmeh will design the Contemporary Art Museum, while UK-based Asif Khan will oversee the design of the Museum of the Incense Road. AlUla's reputation as a rising arts and creative hub will also take a significant leap with the development of Wadi AlFann, or 'Valley of the Arts'. The permanent outdoor exhibit is planned to showcase installations from internationally acclaimed artists, with their works set against the stunning backdrop of AlUla’s sandstone cliffs and canyons. In 2026, the first five artworks will be installed in Wadi AlFann.

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THE MIDDLE EAST

Soudah Peaks An upcoming luxury mountain tourism destination, set high above the clouds in Saudi Arabia

n a world where travel holds immense power to shape perspectives and foster connections, the development of Soudah Peaks in Saudi Arabia emerges as a transformative tourism project. Covering Soudah and parts of Rijal Almaa, including its historic village, the destination’s vision is rooted in responsible tourism, which aims to create a positive impact on the environment, culture, and local communities while providing visitors with an unforgettable experience. With several exciting and unique tourism projects currently underway

Visitors will become immersed in the region’s captivating beauty

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in Saudi Arabia, it is becoming clear that travel truly has the power to change the world – and Soudah Peaks, once open, will set a new benchmark for global destinations to follow. SOUDAH PEAKS – A LUXURY MOUNTAIN DESTINATION IN THE ASEER REGION Soudah Peaks is not merely another tourist attraction. It is set to become a luxury mountain tourism destination atop the highest peak in Saudi Arabia, some 3,015 metres above sea level. Surrounded by misty clouds and extraordinary natural beauty, the destination offers a cool climate all year long to experience authentic hospitality, luxury wellness, sports, retail, adventure, entertainment, culture and heritage offerings. The luxury destination will feature six development zones – Tahlal, Sahab, Sabrah, Jareen, Rijal and Red Rock – 2,700 hospitality keys, 1,336 residential units, more than 30 attractions, and 80,000 sqm of commercial space by 2033. Located in the Aseer region in southwest Saudi Arabia, the destination will be nestled amid majestic peaks, verdant valleys, ancient archaeological sites, and rich cultural heritage. The unique geography and biodiversity of the area make it a prime location for the development of a sustainable tourism destination, offering visitors a chance to immerse themselves in the captivating beauty of the region.

SOUDAH DEVELOPMENT – STEERING SOUDAH PEAKS TO GREAT HEIGHTS Soudah Development, a Public Investment Fund (PIF)-owned company, is the entity driving the development of this truly unique destination, adding another layer to the wide tourism offering in the country. Soudah Development is the region’s only member of the Mountain Partnership – a United Nations alliance comprising 400 members committed to protecting fragile mountain ecosystem, which was launched by His Royal Highness Crown Prince Mohammed bin Salman, Prime Minister, and Chairman of the Board of Soudah Development in 2021. THE SOUDAH PEAKS MASTERPLAN – A RESPONSIBLE TOURISM BLUEPRINT ALIGNED TO SAUDI VISION 2030 Soudah Peaks aligns seamlessly with Vision 2030, which aims to diversify the country's economy and promote sustainable development. It will create long-term social and economic impact in Saudi Arabia by creating thousands of direct and indirect jobs by 2033, contributing more than SAR29 billion (US$7.73 billion) to the kingdom’s non-oil GDP by 2033, and welcoming 2 million visitors annually by 2033 in line with national tourism goals. The masterplan has been designed based on a sustainable environmental framework with a key focus on preserving the natural landscape, cultural heritage, and unique

RESPONSIBLE TOURSIM

Left: Soudah Peaks, surrounded by extraordinary beauty

Sabrah: an upcoming exclusive retreat located on Soudah Peaks' southern plateau where luxury blends seamlessly with nature

Above: The destination will offer unique hospitality experiences

architectural style. More than 200 heritage sites have been identified in the project area and some of them will be rehabilitated while preserving the area’s authenticity. Additionally, the masterplan of the destination – spread across more than 627 square kilometres, where less than 1% of the land will be developed – is attuned to the goals of the Saudi Green Initiative, which aims to protect the environment and combat climate change. Soudah Development is turning climate ambition into climate action with three flagship sustainability initiatives designed to restore, rewild and revitalise the extraordinary biodiversity. Nature conservation programmes, community-driven activities, and cultural exchange programmes also showcase Soudah Development as a responsible tourism leader. By valuing and respecting the local ecosystem and engaging with the community, the project fosters a sense of ownership and pride among the people, making it a truly collaborative endeavour. COLLABORATION IS KEY TO SUCCESS – BRINGING TOGETHER WORLD-CLASS PARTNERS Soudah Peaks will be developed and operated in partnership with word-class international and local developers, partners, brands in real estate, commercial and entertainment, luxury hotel operators, in addition to high-end food and beverage and retail. Soudah Development has a growing

“

Soudah Development is turning climate ambition into climate action”

number of partnerships and strategic agreements with a wide range of stakeholders, including the Saudi Ministry of Tourism, the National Centre for Wildlife Development and the King Abdullah University of Science and Technology, and aims to welcome global partners to be a part of the journey. AN UNFORGETTABLE VISITOR EXPERIENCE – A JOURNEY OF DISCOVERY Soudah Peaks envisions a visitor experience that transcends expectations. It seeks to immerse visitors in the natural wonders of the region while providing worldclass amenities and services. With a focus

on adventure tourism, culture, hospitality and wellness, the destination will offer a diverse range of activities tailored to the preferences of every traveller. Whether it's hiking through picturesque trails, exploring ancient archaeological sites, or indulging in local cuisine and traditions, visitors to Soudah Peaks are guaranteed an unforgettable journey of discovery. WHY VISIT THIS UNIQUE LUXURY DESTINATION – A BEACON OF SUSTAINABLE TOURISMSoudah Peaks emerges as a beacon of sustainable tourism, embodying the belief that travel has the power to change the world. This transformative destination showcases the diversified natural beauty of the Kingdom and cultural heritage while setting new standards for responsible tourism. Through its commitment to sustainability, community involvement, and the visitor experience, Soudah Peaks stands as a world-leading project that will pave the way for a brighter and greener future of travel.

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DID YOU KNOW? FRANCE The French government recently banned short-haul flights on routes where other, less polluting alternatives are available. The action is expected to remove 12% of domestic flights.

THE NETHERLANDS In June 2022, the Dutch government became the first in the world to announce a reduced cap on airport capacity for environmental reasons.

NORWAY The country has pioneered electric ferries and by 2026, western Norway’s fjords will only allow zero-emission electric ferries, cruise ships, and tourist boats.

SLOVENIA The country has developed a national tool to encourage and promote sustainable tourism development based on the GSTC standards and Green Destinations. Sustainability Standards – a global model for how to develop a national tourism industry sustainably.

Source: Envisioning Tourism in 2030 & Beyond: The Travel Foundation

SPAIN The Spanish government announced that all commuter and mid-regional journeys of less than 300km run by national rail operator Renfe will be free until at least December 2023.

Bled, Slovenia

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Keeping the faith With Saudi Arabia targeting 30 million religious tourists by 2030, plans are underway to transform the Holy Cities of Makkah and Madinah into future-fit destinations

aith-based tourism is a key growth driver in several emerging markets globally, with an estimated 330 million people travelling for religious reasons every year, according to the UNWTO. Global revenue from this tourism segment is projected to total $15.1 billion in 2023, data from market analysis firm Future Market Insights reveals, and this figure could reach $41 billion by 2033, supporting job creation and local economies and spurring investment in infrastructure. Saudi Arabia is leading the charge, with millions of Hajj and Umrah pilgrims travelling to the Holy Cities of Makkah and Madinah every year. The kingdom, as part of its far-reaching Vision 2030 strategy for socio-economic diversification, is targeting at least 30 million religious (Hajj and Umrah) tourists by 2030. And, although the pandemic impeded targets, it was a very temporary setback, with Hajj numbers recovering to one million in 2022 (versus 2.49 million in 2019), and more than 1.8 million in 2023, according to Saudi Arabia’s Minister of Hajj and Umrah Dr. Tawfiq al-Rabiah. Meanwhile, Umrah visits in the first three months of this year alone surpassed more than four million, Fahad Hamidaddin, CEO and board member of the Saudi Tourism Authority told media at Arabian Travel Market in May. Ambitious religious tourism targets call for sizeable development plans across both Holy Cities and beyond, encompassing new hotels and a significant ramp up of transport infrastructure.

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Here’s a round-up of plans to future-proof both cities:

MASAR This mega destination, being built to the tune of $26 billion, is located in the Holy City of Makkah and comprises more than 1.2 million square metres of new development articulated by a central pedestrian boulevard leading to Al Haram Mosque. Described as a signature urban development project, it provides connectivity to the Al Haram, including a 3.65-km Grand Pedestrian Boulevard, flanked by hotels,

commercial and retail facilities, residential buildings, car parking, public spaces and public amenities to support religious, social and commercial activities to Hajj and Umrah pilgrims and other visitors and local residents. Hotel brands already signed up to operate properties here include Hyatt, Kempinski, Hilton and Taj.

TRANSPORT Since it opened in 2018, the Haramain High-Speed Railway, or HHR, has provided millions of pilgrims with a seamless journey between key cities, including

FUTURE-FIT DESTINATIONS Sunset at The Kaaba in The Haram Mosque of Makkah

integrated bus networks. Airport infrastructure is expanding too, with construction projects such as the $35 billion redevelopment of Jeddah’s King Abdulaziz International Airport – a major gateway for religious tourists – slated for completion in Q4 2026 and set to include a dedicated Hajj terminal.

HOTEL PIPELINE Saudi Arabia plans to add 315,000 new hotel rooms with an estimated development cost of $37.8 billion by 2030, taking the total inventory to nearly 450,000 hotel rooms, according to Knight Frank's 2023 Saudi Report. At least one-third of upcoming rooms (110,000-plus) will be located in the Holy Cities, estimates made by Colliers in 2022 reveal. Hotel groups including Accor, Hilton, Marriott International, IHG and Radisson among the kingdom’s top five operators, according to data by Knight Frank and London-based hospitality data firm STR Global, and they dominate the pipeline for the Holy Cities too.

THE LATEST ADDITIONS

Makkah, Madinah, Jeddah and King Abdullah Economic City (KAEC) on the Red Sea coast. The 450km railroad network covers five stations and reaches speeds of up to 300kph, significantly reducing travel times. Further boosting connectivity, the $16 billion Makkah Metro project covering 180km will open four new metro lines to connect sites of religious importance in Makkah. It's part of the Makkah Public Transport Programme, comprising 88 serving stations designed to transport the millions who visit the city. The metro is due to be completed in six phases over 20 years, with the first phase operational by 2025. Apart from the metro, the programme will also include several

Accor, which currently operates 42 properties (16,334 keys) in Saudi Arabia, with a pipeline of 56 properties (10,000+ keys) in development, recently announced plans for three new properties in the Rua Al Madinah project in Madinah to include a 142-key Fairmont hotel and 120 Fairmont branded residences, in addition to a 466-key Swissôtel and a 328-key Novotel, all set to open over the next several years. In partnership with Rua Al Madinah (RAM) Holding Company, the project will add more than 1.5 million square meters of space to the Al Masjid Al Nabawi, known as the Prophet's Mosque. The new properties will be divided among 10 districts and superblocks, featuring the latest technology and smart infrastructure to ensure the operational sustainability of the project and strengthen the position of Madinah as a prestigious religious destination. Marriott International has also signed an agreement with Rua Al Madinah Holding Company to open eight hotels in the same development, spanning 4,400 rooms across eight of the company’s

brands – The Ritz-Carlton, JW Marriott, Marriott Hotels, Westin Hotels & Resorts, Le Méridien Hotels & Resorts, Four Points by Sheraton, Aloft Hotels, and Courtyard by Marriott. There’s a new market entrant too, with Four Seasons Hotels and Resorts recently announcing plans to develop The Four Seasons Hotel Madinah, featuring 245 keys, two restaurants, a tea lounge, spa, fitness centre, a barber shop and a “curated collection” of retail outlets.

DIGITAL TRANSFORMATION Emerging technologies including artificial intelligence, augmented reality, the metaverse, robots and drones are all being deployed to cater to current and future religious tourism growth. This year the Saudi Ministry of Hajj and Umrah only allowed bookings through its recently introduced online portal, Nusuk, enabling pilgrims from 58-plus countries to choose, reserve and pay for services including flights, transport, accommodation, food, and more. Complementing the service, the Makkah Route initiative facilitates e-visa applications and other necessary procedures online before they travel to Saudi Arabia. Passport controls at the departure airport are streamlined and luggage is coded, sorted and then delivered to their accommodation in Saudi Arabia. With so many pilgrims gathered in one place during Hajj, sites have been modernised to improve safety and in 2023, disaster recovery equipment was installed, supported by field technicians allocated by Saudi information and communications tech company TAWAL. On-site support is also provided by AI technology, with The Presidency of the Affairs of the Two Holy Mosques introducing a guiding robot to help pilgrims in 11 languages: Arabic, English, French, Russian, Persian, Turkish, Malay, Urdu, Chinese, Bengali and Hausa. Of course, communication is key too, and more than 1,000 5G network sites and 1,964 Wi-Fi access points were established in Makkah this year, supporting pilgrims and staff alike.

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FUTURE-FIT DESTINATIONS

Where Makkah meets

The sumptuous Raffles Makkah Palace spa

Makkah’s iconic The Clock Towers Complex is renowned as the world’s largest hotel and hospitality destination

ituated in the heart of Makkah, Saudi Arabia, and only a few steps from Islam’s holiest site, Masjid al-Haram, Makkah Clock Royal Tower, A Fairmont Hotel, is the world’s largest hotel complex, boasting more than 10,000 guestrooms across seven hotels. The precinct comprises of seven skyscrapers providing high-end hospitality services to all visitors fulfilling their pilgrimage journey and Umrah visits. A city within a city, The Clock Towers welcomes more than 20 million visitors per year. A one-stop, mixeduse destination, it offers a wide range of unique services from hospitality

RAFFLES MAKKAH PALACE

and retail to childcare and more. The Clock Towers Shopping Centre, situated inside The Clock Towers Complex, and providing direct access to all hotels, features 600-plus retail stores and more than 50 F&B outlets. It is the largest retail complex in Makkah and is open around the clock. The iconic Makkah Clock Royal Tower is notable for being the world’s tallest clock tower and third tallest building overall, not to mention the highest building in Saudi Arabia. The Clock Towers complex features seven unique, world-class hotels designed to accommodate pilgrims to Makkah. Here’s a round-up of the

The Raffles Makkah Palace is a prestigious, all-suite luxury hotel that offers a lavish experience with stunning views of Al-Masjid Al-Haram and the Holy Kaaba. Infused with Middle Eastern heritage, culture, and spirituality, it provides an opulent sanctuary for guests seeking a luxurious stay in the heart of Makkah.

MAKKAH CLOCK ROYAL TOWER, A FAIRMONT HOTEL Makkah Clock Royal Tower, A Fairmont Hotel, stands as a beacon of luxury and spirituality in Makkah. With its iconic Clock Tower, one of Saudi Arabia’s landmarks, overlooking the revered Masjid al-Haram, the hotel offers upscale accommodation and services for pilgrims and visitors, creating a harmonious blend of opulence and reverence. Makkah Clock Royal Tower lobby

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ZAMZAM PULLMAN MAKKAH

Zamzam Pullman Makkah is a fivestar luxury hotel featuring 1,315 elegantly appointed rooms and suites. It offers outstanding guest amenities, two signature dining options and five-star-deluxe services alongside direct views over the Holy Kaaba. Zamzam Pullman Makkah features 1,315 keys

Swissotel Al Maqam Makkah offers stunning views of the Holy City and direct access to Masjid al-Haram. It blends Swiss charm with Arabian hospitality, making it the perfect option for Hajj and Umrah pilgrims, or family getaways.

SWISSOTEL AL MAQAM MAKKAH

Al Shorfa Terrace Restaurant provides exceptional views of the Holy Site

Swissotel Al Maqam Makkah offers stunning Holy City views

SWISSOTEL MAKKAH

Swissotel Makkah combines contemporary design with Swiss hospitality. Ideally situated close to Masjid al-Haram, it provides guests direct access to the Holy Site.

AL MARWA RAYHAAN BY ROTANA The five-star Al Marwa Rayhaan by Rotana is a convenient choice for guests who appreciate luxury, convenience and Arabian hospitality. The hotel’s 541 guestrooms and suites are elegantly furnished with design cues that reference contemporary Arabian themes and offer unrivalled views of the city, sacred Kaaba and Grand Mosque.

Swissotel Makkah combines contemporary design with Swiss hospitality

MÖVENPICK HOTEL & RESIDENCES Mövenpick Hotel & Residences Hajar Tower Makkah is a five-star, upscale hotel that overlooks Al Masjid al-Haram and the sacred Kaaba. It features a range of accommodation options and boasts outstanding guest amenities.

Spacious accommodation at Mövenpick Hotel & Residences Hajar Tower Makkah

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Poland: the full package With travellers seeking immersive destination experiences focused on culture, adventure and gastronomy, Poland ticks every box, as Dorota Wojciechowska, Director of the Polish National Tourist Office in London, explains

Wroclaw, one of Poland’s most beautiful cities

raveller appetite for experiential trips shows no sign of abating. A global movement driven by a desire for the authentic, it’s dominated by activities that indulge the senses, from foodie extravaganzas to wellness-inducing forest bathing, cultural performances to historical tours. One destination tapping into all of these feel-good factors is Poland, a multi-faceted destination blessed with natural beauty, picturesque cities, rich gastronomy and a colourful culture stepped in history, yet juxtaposed with Dorota Wojciechowska modern influence and progression. Dorota Wojciechowska, Director of the Polish National Tourist Office in London, explains: “Precious down time is so important but there’s no hard and fast rule about how we spend it. For many, it’s about soaking up the sun on a pretty beach, and for others, it’s about adventure, gastronomy and culture, and Poland offers all of these holiday styles, ticking a lot of boxes for those who want a combination of them all. Understanding new travel trends and the preferences of discerning tourists is key to delivering the best offerings that will future proof Poland’s appeal as a holiday destination.” Wojciechowska says Poland’s well-known hotspots remain popular, but as travellers become more adventurous, some of the lesser-known, yet as “equally culturally rich cities”, as well as the great outdoors, are now on their radar. “Poland offers so much in terms of authentic cultural experiences, combining beautiful countryside and attractive beaches with the world-class attractions in the major cities,” she adds. “All in all, it’s a great all-rounder of a destination that looks set to be on the wish lists of UK tourists for years to come.” Here's a run-down of Wojciechowska’s top picks:

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WROCLAW/LOWER SILESIA GIVING EUROPEAN CAPITALS A RUN FOR THEIR MONEY The bustling city of Wroclaw is just one of the highlights of Poland’s Lower Silesia region. There are many reasons to visit, such as the impressive mountain resorts and wellness spas, plus visitors can enjoy the rich history of its castles and fortresses. Another big draw is the Flavour of Lower Silesia route – a must for foodies. Often referred to as one of Poland’s most beautiful cities, Wroclaw has proven to be more than a match for some of its more popular neighbours. In terms of cultural offerings and good looks, it gives some of Europe’s better-known capital cities a run for their money. With the advent of more air connections to Wroclaw, led by the low-cost carriers, the city has gradually made it onto the wish lists of discerning holidaymakers. One of the most fascinating attractions is the Archdiocese Museum. This houses The Book of Henryków, which contains the first ever sentence recorded in Polish (circa 13th century). In 2015, the text was listed in the UNESCO Memory of the World Register. Cathedral Island (Ostrów Tumski), dominated by sacred places of worship, is also of huge historical significance and a popular visitor attraction.

FUTURE-FIT DESTINATIONS

POZNAN POZNAN IS WOWING TRAVELLERS

A relative hidden gem, Poznan has been wowing visitors with its unique character and captivating attractions this year. The city is also a contender as the new culinary hotspot for food-loving explorers. For curious holidaymakers seeking a new urban experience, the mixed bag of delights Poznan offers is just the ticket. From potatoes to pastries and cathedrals to codebreaking, it’s all here.

KRAKOW/MALOPOLSKA FROM MEDIEVAL WALLS TO MASSIVE MOUNTAINS

Poznan is wowing travellers

FOOD FOR THOUGHT FROM MICHELIN It’s been a big year for Poland’s gastronomic scene. In June, a new selection of restaurants was unveiled in the MICHELIN Guide Poland 2023. Among the 49 restaurants listed, including 22 new additions, were Bottiglieria 1881 in Krakow, Poland’s first ever Two MICHELIN Star restaurant, while Muga in Poznan and NUTA in Warsaw each celebrated their newly awarded One MICHELIN star status. With gastronomic excellence, authenticity and diversity a prime consideration for visitors seeking a real taste of a destination, these MICHELIN Guide accolades cement Poland’s status as a global foodie hub.

Poland’s Tatras Mountains appeal to adventure seekers

At the heart of the enchanting Malopolska region is the city of Krakow, which boasts a wealth of wellknown cultural attractions in its beautifully preserved historic centre. Visitors can get a glimpse into the past yet benefit from modern amenities and worldclass accommodation options. But there is plenty to explore beyond the delights and medieval walls of Krakow. Visitors can experience beautiful Zakopane, a resort town in the foothills of the mighty Tatras Mountains, popular for winter sports, including skiing, as well as summertime mountain climbing. Back-to-nature experiences can be found in Tatra National Park, ideal for walking and cycling. With the mountains easy to access, visitors can combine a city break and outdoor adventure, all in one trip.

Historical Warsaw

WARSAW/MASOVIA IN SEARCH OF CHOPIN AND DUMPLINGS

The province of Mazovia is a treasure trove of discovery for visitors. Besides the capital city of Warsaw and its UNESCO listed Old Town, the wider region offers a vast choice of things to do and places to visit. There are a number of fascinating themed tourist routes and The Chopin Trail is a must for curious fans of Poland’s famous composer. Food-focused walking tours are becoming increasingly popular too, as well as experiences such as dumpling cooking classes and liqueur tasting.

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The waterfront at Valletta, the Maltese capital

Malta’s blueprint for sustainable tourism growth

Carlo Micallef

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hen Carlo Micallef was appointed CEO of Malta Tourism Authority last year, he brought more than 26 years of experience working for the tourism body to his new role. His promotion came at a time when Malta, like every other destination around the world, was in post-pandemic recovery mode, working hard to bring tourist numbers back to 2019 levels. Micallef was tasked with leading the 10year Malta Tourism Strategy of Recovery, Rethink and Revitalise Strategy (20212030), aiming to re-establish Malta’s sector on a sounder footing and in line with international ideals and commitments in the fields of sustainable development and climate change. Some 18 months since he took the helm, Malta has made strong progress with this plan, and with visitation on the up, the focus has turned to quality tourism. “I’m pleased to say that year-on-year, international visitor numbers are up 33.5%

and we have also seen a 17.8% increase in visitor spend on the islands,” says Micallef. “So we are now moving towards rethinking and revitalising our tourism strategy to ensure we are attracting consumers who want to spend more time on the islands, exploring in a more responsible way. We are working with our stakeholder partners to ensure we are making progress in developing our tourism projects sustainably.” The goal for the next 12 months, he says, is to continue developing Malta’s responsible tourism product while increasing bed nights and spend and reducing travel seasonality. A SEASONALITY STRATEGY The Maltese islands are blessed with more than 300 days of sunshine annually and host a year-round calendar of events. A priority, therefore, is to encourage travellers to visit outside of the peak summer season, which not only supports communities and stakeholders, but the destination’s focus on responsible tourism. “Although peak season summer travel

Photo credit: Visit Malta

Attracting responsible travellers and reducing seasonality to support local communities are top priorities for the Malta Tourism Authority, explains CEO Carlo Micallef

FUTURE-FIT DESTINATIONS drives visitor numbers, it does have an impact on our local people and tourism product,” Micallef explains. “Our vision is to reduce the seasonality of travel from all of our markets as this offers visitors the chance to see the archipelago in a different light. This also feeds into our responsible travel vision to ensure that our tourism product has a limited environmental impact on our islands.” Q1 of 2023, considered off-peak, was Malta’s best quarter to date, with visitor arrivals up 10% on Q1 of 2019, proving the seasonality strategy is starting to pay dividends. TALENT TALK Local talent development is also essential to Malta’s ongoing tourism success story and every year, Malta's Institute for Tourism Studies attracts hundreds of Maltese and foreign students choosing tourism as their career. Courses, offered at all levels, from Diploma to MBA qualifications, span catering, events management, guiding, front office, sales and marketing, F&B, hotel management and more. “This guarantees that fresh talent joins the tourism industry in Malta and Gozo every year, bringing in the enthusiasm of youth to join more experienced personnel at every level,” says Micallef. The authority has an extensive local guide programme in place that helps develop and enhance its knowledgeable guides who are “at the forefront of delivering impeccable tourism experiences” to visitors. MULTI-FACETED MALTA With traveller trends shifting, new demand patterns are emerging, and Malta is ticking all the right boxes for visitors seeking new experiences. “The drivers for travel and travel experiences have developed in recent years and travellers are demanding more from their holidays,” confirm Micallef. “The traditional ‘fly and flop’ of old is no longer enough. As a holiday destination, Malta is in a strong position to not only deliver cultural and historic experiences through our rich heritage, but we also offer and incredible gastronomy and wine scene for those who are motivated to travel to a destination because of its food offering.” He continues: “Thanks to our geographic location, we have so much to offer travellers of all age groups, and in the last year, we have seen the age 25 to 44 market grow exponentially.

The Three Cities

EDITOR’S CHOICE – THE THREE CITIES The Three Cities – Vittoriosa, Senglea and Cospicua – are the cradle of Maltese history and offer a unique insight into Malta’s past. Left largely unvisited, these cities are a slice of authentic life as well as a glimpse into Malta’s maritime fortunes. Their harbour inlets have been in use since Phoenician times: the docks always providing a living for local people, but also leaving them vulnerable when Malta’s rulers were at war. As the first home to the Knights of St. John, the Three Cities’ palaces, churches, forts and bastions are far older than Valletta’s. The local communities here celebrate holy days and festas as nowhere else on the Islands. The most spectacular events are the Easter processions when statues of the “Risen Christ” are carried at a run through crowded streets.

“

In the last year, we have seen the age 25 to 44 market grow exponentially” The caves of Gozo

“We know they are coming to Malta to immerse themselves in our culture, but also to experience the great food and wine and the growing music events scene with fantastic festivals including Isle of MTV and DLT Malta. The local population is also renowned for its great hospitality.” WEATHERING ANY STORM Of course, no one can ignore the disruptive weather that hit Europe this summer, significantly impacting the region’s tourism sector, but Micallef says Malta stands resilient. “Although disruptive weather did hit wide parts of Europe this summer, Malta was fortunate enough to have not seen the impact effect travel to our country too significantly,” he says. “As a tourism organisation we are working with our stakeholders and airline partners to reduce the impact of travel disruptions to ensure that those who choose to holiday with us have a seamless experience from the moment they leave home to the moment they return.”

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FUTURE-FIT DESTINATIONS

A ‘Swisstainable’ destination

Q: What travel experiences are visitors to Switzerland opting for in 2023, and what demand trends are you noticing? Besides the classics – the mountaintop excursions in the Alps and the panoramic train rides across Switzerland – we are seeing a resurgence of the Swiss cities for leisure travellers. The trend towards spending summer in the Swiss Alps continues. Switzerland is a year-round destination and we are increasingly promoting Autumn as an attractive season for international visitors. The experiences do vary according to the source market, but more with regards to peak travel times. Also, while the domestic market is doing very well and the European and North American visitors are back, some of the Asian markets have not yet recovered since COVID.

From extraordinary rail journeys and smart infrastructure to travel experiences embracing the great outdoors, Switzerland lends itself to ‘slow’ and sustainable travel, explains Martin Nydegger, CEO, Switzerland Tourism

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Q: Has Switzerland Tourism witnessed a shift to more responsible and sustainable travel? Yes. During the pandemic, Switzerland Tourism launched a programme called ‘Swisstainable’, with the goal to motivate the entire Swiss tourism, travel and hospitably industry to join Switzerland Tourism on the journey to a more sustainable travel industry. More than 2,500 suppliers and destinations have joined the programme and we guide them through the three intensity levels towards a more sustainable offer. To ensure that responsible and sustainable options are not just available, but also successful in the marketplace, we have started collaborations with several larger tour operators such as Kuoni Tumlare and the Travel Corporation. Q: The ‘Train of a Lifetime’ campaign was a big hit earlier this year – what was the impact, and how did it put rail travel on the map? To have Roger Federer as our ambassador for three years has been phenomenal. We have reached an impressive number of views globally with this and previous campaigns

„ Swiss quality is not just a reputation but a responsibility”

with the tennis legend and we have received several awards Lesser-known Lesserknown rail for them. Train travel in Switzerland is already very popularrail experiences are beingexperiences with our international guests, and for many of our visitors apromotedare being trip on one of the panoramic trains is a must during their time promoted in Switzerland. It’s on purpose that the film doesn’t feature any of the most famous train journeys, such as the Glacier Express or Bernina Express, but rather the Golden Pass Express from Montreux to Interlaken, which has recently been reintroduced as a direct connection with new trains. While even the most well-known journeys have capacity in the off-season, we want to promote the lesser known and newer trains. Q: What’s Switzerland’s net zero/positive strategy and how is tourism integrated into this? The focus of the Swiss tourism and hospitality industry is the Swisstainble programme. As a national tourism board, our leverage factor lies with promoting Switzerland. Besides this we are part of the travel industry’s sustainable competence centre and provide insights from the markets. We are constantly adjusting our messaging to promote all seasons and new destinations within Switzerland, and try to convince our guests to stay longer, whether they are in

Martin Nydegger

Switzerland for business or leisure. The Swiss Travel Pass as the one ticket needed to access the trains, buses, and boats of the entire Swiss public transportation system, allows for convenient car-free travel. With the Swiss trains powered mainly by renewable hydroNiall electric power, they areGibbons the most sustainable travel option available to visitors. Q: What measures are in place to ensure the Swiss tourism offering is future fit? We continue to invest in digital and social leadership. For many years our website, myswitzerland. com, has been the most visited destination website globally, and we want to continue to be a leader. Our forecast tracker for 2023 predicts roughly 56 million website visitors. In terms of the guest offering, over the past decade, the Swiss tourism industry has invested impressive amounts in upgrading and expanding infrastructure in transportation, leisure, and accommodation both in the cities and the mountains. Swiss quality is not just a reputation but a responsibility, and every stakeholder jointly contributes their share to ensure that Switzerland will continue to be one a destination worth visiting again and again. WTM London 2023 159

Home to a cosmopolitan capital, a diverse landscape embracing mountains and sea, gastronomic delights, and authentic experiences spanning history, culture, wildlife and much more, Azerbaijan is a must-visit destination

zerbaijan, located at the crossroads of Eastern Europe and Western Asia, is fast emerging as a global tourism hotspot, thanks to its rich culture, fascinating history, beautiful landscapes, extraordinary architecture and hospitable people. Its capital, Baku, is a vibrant and cosmopolitan city, renowned for its modern skyscrapers, stunning seafront promenade and beautifully preserved Old City, not to mention its eclectic annual events calendar, with highlights including the F1 Azerbaijan Grand Prix, which this year took place from April 28 to 30. Over the past few years, visitation from the UK and Europe has been steadily increasing, with travellers from this market attracted to its rich tourism offering, most notably its architectural marvels, heritage sites, museums and galleries, theatres, gastronomic tours, Slow Food experiences, the Silk Road thematic route, wineries and its wine degustation offerings, Hammams and spas, biking, hiking, birdwatching, and much more. From a global perspective, 1.536 million travellers visited the country in the first nine months of 2023, up 32% from 1.136 million during the corresponding period in 2022, according to the Azerbaijan Tourism Board (ATB). Strong flight connectivity is fostering arrivals growth from the UK and Europe, with direct flights operating to Baku from major European gateways including Milan, Barcelona, Berlin, Frankfurt, Budapest, Warsaw, Vienna, Prague, Geneva, Athens, and Chisinau. In addition, UK carriers operate at least three direct flights weekly from London to Baku and Azerbaijan Airlines operates a direct service on this route. Airlines connecting European cities to

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The land of plenty Azerbaijan include Azerbaijan Airlines, Lufthansa, Wizz Air, airBaltic and Aegean Airlines, via their respective hubs. SUSTAINABLE TOURISM EXPERIENCES Azerbaijan has been investing heavily in its tourism industry in recent years, with the goal of becoming a leading travel destination in the region. The country not only boasts modern amenities, such as world-class hotels, restaurants, and shopping centres, but a wealth of attractions offering immersive experiences, from the UNESCO-listed Old

City of Baku, which is the oldest inhabited area, to the Caucasus Mountains, Caspian Sea and the ancient Silk Road. The focus on the development of the local wine industry has established Azerbaijan as one of the region’s thriving viticultural centres too. And, in recognition of its efforts to promote viticulture, winemaking, and wine tourism, Azerbaijan has been awarded several accolades by the Council of Europe and the European Institute of Cultural Routes. Sustainable tourism experiences have also been a focal point of the ATB's

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UNESCO HERITAGE HOTSPOTS Baku Old City Wander through Icherisheher (the Old City) and get lost in its labyrinth of cobbled streets, finding your way to must-see landmarks including the Maiden Tower, a much-loved symbol of the city and Azerbaijan. Find your way to the highest spot in the Old City, the Shirvanshahs’ Palace. Built between the 12th and 15th centuries, the former home of the Shirvanshahs is a timeless example of medieval Islamic architecture and is now a contemporary museum. Historic Centre of Sheki Surrounded by lush countryside at the foot of the Caucasus Mountains in the north-west of Azerbaijan, is a Silk Road treasure, the Historic Centre of Sheki. This national architectural reserve boasts the lavishly decorated Palace of Sheki Khans where

you can admire signature gabled-roof architecture and intricate brickwork reflecting this city’s past as a major trade and crafts hub. Gobustan State Reserve From rock art to musical stones, Azerbaijani’s pre-historic past comes to life in this reserve. It’s home to an astonishing collection of more than 7,000 ancient petroglyphs depicting, people, warriors, animals, boast, dances, hunting, camel caravans and much more, all charting a way of life dating back to between 5,000 and 20,000 years. Hyrcanian Forests The Dangyaband and Istisuchay Valley areas of Azerbaijan's Hyrcanian Forests were officially inscribed to the UNESCO World Heritage List in recognition of the natural beauty, ecological

significance, and cultural heritage of this ancient forest. Preserved for an incredible 25 to 50 million years, it is one of the oldest and most historically significant forest systems on Earth, hosting approximately 180 bird species, 60 species of mammals, and an astounding array of 3,000 plant species, making it a perfect spot for birdwatching and hiking. Among the treasures of the Hyrcanian Forests are trees that have stood for up to 500 years. The Cultural Landscape of Khinalig People and “Köç Yolu” Transhumance Route For a nomadic experience, follow the hiking route to the village of Khinalig, located 2,200 metres above sea level in the Greater Caucasus Mountains. One of the highest villages in Azerbaijan and protected by the government as

part of the Khinalig Historical, Architectural and Ethnographical Reserve, Khinalig offers breath-taking views and an authentic cultural experience like no other. Historically, the local community has practiced transhumance, a nomadic lifestyle involving the seasonal movement of livestock between yaylaqs (highland summer pastures) close to their ancestral village and qishlaq (lowland winter pastures), known as the Köç Yolu trail. Villagers have also preserved their age-old traditions and language, all of which led to the ‘Cultural Landscape of Khinalig People and 'Köç yolu' Transhumance Route’ of Azerbaijan being added to the UNESCO World Heritage List in September.

Flying flamingos in Shirvan National Park. Azerbaijan

Icheri Sheher in Baku’s Old City is a UNESCO World Heritage Site

development strategy, as well as the preservation and reinforcement of Azerbaijan’s existing resources. Recent projects include Slow Food Travel (SFT), which ATB implemented to preserve age-old cooking methods and products that are in danger of dying unless revived. The project was launched in 2021 in the northwest of Azerbaijan and plans are underway to expand this to the south of the country. This authentic gastronomic experience involves visitors getting acquainted with about 60 local partners and their products,

becoming immersed in Azerbaijan’s dayto-day life. Birdwatching has grown in popularity too, with the destination recording some 400 species of birds, ranging from many species of eagles and vultures to exotic Bluecheeked Bee-eaters, colourful flamingos, masses of waterfowl and rare warblers. There are many rare or endemic species to look out for too, like the Shikra and

the enigmatic Caspian Tit. This is due to Azerbaijan’s unique geographical features, with a remarkable range of landscapes, habitats, and climate zones. There are high mountains, an extensive coastline and lowlands, reed-fringed lakes, wetlands and rivers, subtropical forests, and dry steppes and semi-deserts – all of which are buzzing with birdlife and their own set of attractive species.

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The Heydar Aliyev Centre

THE MIDDLE EAST

Our top picks for UK and European visitors

Experience Azerbaijan GET A REAL TASTE OF AZERBAIJAN Once home to thousands of travellers through the Great Silk Road, Azerbaijan’s cuisine is influenced by nine out of 11 climate zones of cuisine, which grow some of the most delicious fruits, vegetables, and grains. Reflecting the eclectic Azerbaijani culture, the cuisine offers a spectacular fusion of delicacies, from fruity sauces to succulent mutton-based meals and more. Dining experiences are just as diverse, ranging from

high-end restaurants and bistros serving the classics in Baku to converted medieval caravanserais and rustic eateries situated in the lush forests of the Caucasus Mountains foothills. Explore Azerbaijan's rich winemaking tradition too – visit Sheki's captivating Wine Museum or savour wine tastings at Chabiant winery in Ismayilli and throw in an overnight stay at its Chateau Monolit Guest House for good measure. In the sun-kissed terroir south of Gabala,

AZERBAIJAN FAST FACTS lMulticultural Azerbaijan Azerbaijan has a rich cultural heritage that spans thousands of years. The country is home to a diverse mix of ethnic groups, each with its own unique customs, traditions, and beliefs. Once situated on the Great Silk Road, many people passed through its land, helping to shape the nation’s unique traditions of tolerance and hospitality. It is a secular country with many other religions represented and an Oriental culture. The mud volcano capital Azerbaijan is home to an amazing collection of around 700 volcanoes, 350 of which are active. Many of them are found in a relatively small area around Baku and the Caspian Sea. Caspian Sea coastline Azerbaijan has some 713km of coastline along the Caspian Sea, the world’s largest inland body of water and a remnant of the vast Parathethys

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Sea that stretched from the Alps to the Aral Sea. Baku is the largest city on the Caspian and boast beaches and boulevards.

indulge in Savalan's unique wines and the luxurious Chenot Palace Gabala. See our gastronomic glossary for more details. TAKE IT SLOWLY, ONE BITE AT A TIME Azerbaijan is a pioneer of the Slow Food Travel movement, developed and implemented within the framework of an EU-funded project, together with the ATB and Slow Food International. It’s the chance to indulge in an authentic slow-food journey across the NorthWest Route, visiting vineyards along the way and getting acquainted with about 60 local partners and their products. An experience that immerses you in traditional gastronomy and everyday life in

The Heydar Aliyev Centre The Heydar Aliyev Centre in Baku is an architectural masterpiece designed by the late Zaha Hadid and won the London Design Museum’s Design of the Year award in 2014. Its visionary undulating form has become a symbol of modern Baku. Inside are world-class museums and exhibitions. Carpet weaving Azerbaijan is an ancient centre of carpet weaving, home to seven regional schools, each distinguished by their own unique combination of patterns, colours and motifs. Baku’s state-of-theart Carpet Museum is shaped like a rolled-up rug and houses the world’s largest collection of Azerbaijani carpets.

Burning gas in the mud volcanoes of Gobustan, Azerbaijan

FUTURE-FIT DESTINATIONS Azerbaijan, you can even stay at local farms and participate in local festivals. MARVEL AT BAKU’S MODERN WONDERS Over the last decade Baku’s skyline has been transformed by some spectacular modern architectural masterpieces. The crown jewel is the futuristic Heydar Aliyev Centre, but the Flame Towers, Carpet Museum and others are equally innovative and inspiring. RELAX BY – OR ON – THE CASPIAN SEA There’s no better way to get a feel for Baku’s relaxed, Mediterranean-style atmosphere than by strolling along the Baku Boulevard, a waterfront promenade on the Caspian Sea that arcs the entire length of the central city area. It has national park status and every year is extended. If you get tired of walking, hop on a yellow train to the Baku Eye, a giant Ferris Wheel with great views of the city and the Caspian, or explore the New Boulevard on two wheels – rent a bike and challenge yourself against the famous Baku winds. In the evening take a romantic short cruise around the Bay of Baku and look back towards the amazing lights along the waterfront. Top tip: See Baku Boulevard at its best during the half-marathon that takes place in May. It starts on the Boulevard and finishes at the Baku Olympic Stadium. If you want to escape city life, take a short trip to one of the Caspian Sea’s sandy beaches close by. GO WILDLIFE-SPOTTING IN NATIONAL PARKS Home to nine of the world’s 11 climate zones, Azerbaijan’s natural diversity is likely to surprise and delight. A great way to experience it is by visiting some of the country’s nine national parks that protect rare fauna and flora in important wilderness zones.

A gastronomic glossary What to eat and drink, where and why, in Azerbaijan Plov A local favourite, plov, is rice served with meat, fish or dried fruits. The saffron-flavoured rice is cooked with fresh herbs, vegetables, dried fruits and more. The dish is so highly regarded that there is even an International Plov festival to celebrate this hearty meal. Every Azerbaijani holiday, whether it is the celebration of springtime – Novruz Bayram – or a special occasion, includes plov. Pakhlava Pakhlava is a famously sweet desert with ground nuts, and traditionally has a distinctive diamond shape, symbolisng a star. Pakhlava differs from region to region. Caviar and fish Caspian fish has its own special taste and is best served with narsherab (pomegranate sauce). The most famous fish in Azerbaijan is the Beluga sturgeon. Known as one of the world`s most expensive delicacies, the Beluga sturgeon doesn’t reach its reproductive age until 20.

Caravanserai The ultimate way to experience traditional Azerbaijani food is at a caravanserai or roadside inn. These were the hotels of the medieval merchants travelling through the Silk Road, and now offer sumptuous banquets with true flare. Tea In Azerbaijan, tea is synonymous with warmth and hospitality. Tradition dictates that you should never allow a guest to leave your house without having offered it. Tea ceremonies have evolved over centuries to include their own rites and rituals. It is often served in a special pear-shaped glass called “armudu”. Black tea is the most popular, sometimes served as herbs. Wine Azerbaijan, one of the cradles of winemaking, continues to thrive on this tradition, offering wine enthusiasts an exciting destination to explore. Thanks to its unique climate, the country is home to a wide range of grape varieties, making it a prime location for winemaking. Local grape varieties such as

GRAB YOUR BINOCULARS TO BIRDWATCH With Azerbaijan recording some 400 species of birds and prime birdwatching sites, each unique and located within a short distance of one another, the destination is a birdwatchers’ paradise. Hotspots include Gizil Aghaj National Park, which offers birdwatching opportunities all-year-round and Nakchivan, home to species not found elsewhere in Azerbaijan. In Beshbarmag, witness the daily passing of up to 200,000 birds during migration season.

enticing visitors with an exquisite programme of plays, operas and ballets. Performances tell the stories of individuals, the country and society, with global history recounted, and so everyone visiting Azerbaijan should add an evening of theatre to their Baku itinerary. Highlights include a night at the Azerbaijan State Academic Opera and Ballet Theatre. Built in 1910 by architect Nikolai Bayev, it has a mixture of baroque, rococo and Moorish styles. Here you can watch international and Azerbaijani opera and ballet classics, including the first opera in the Muslim world, Leyli and Majnun, composed by of one of the greatest composers of all time, Uzeyir Hajibeyli.

ENJOY CULTURAL CLASSICS AT TOP THEATRES Baku is an arts and culture hub and every autumn, every theatre in the city, each with a unique architectural story, opens its doors,

LET YOUR BOOTS DO THE WALKING Azerbaijan’s stunning landscape, dominated by the grandeur of the Greater Caucasus Mountains, offers incredible opportunities for

Madrasa, Bayan Shira and Shirvanshahi are highly valued by winemakers for their unique flavours and aromas. Visitors can indulge in wine tastings at local wineries with picturesque views of the country's vineyards or indulge at one of Baku’s popular wine bars. Be sure to savour unique local wines, including pomegranate wine by Azgranata and Aznar and the exceptional Manat Gold quince wine from Tovuz Baltiya. Delicious drinks From refreshing, fragrant sherbets laden with fruit, spices and herbs, to cooling yoghurt-laced ayran, best served with qutabs, meat dishes and plovs, and Azerbaijan’s iconic pomegranate juice – a tart-yet-sweet ruby wonder, particularly prevalent across Goychay, which even hosts an annual pomegranate festival – there’s a drink to charm all palates.

hiking. Intrepid visitors can head to the peaks for a nature-based tourism experience like no other, spoiled for choice with hiking routes and trails galore. Don’t miss the 8.2km Khinalig to Galakhudat trail, starting at Khinalig, one of the highest villages in Azerbaijan, protected at government and international level due to its cultural landscape, and recently added to the UNESCO World Heritage Site list. On this route enjoy views of Mount Gizilgaya, the vast Gudyalchay river valley, and the terraces of land once used for farming. Another option is the 9.3km Galakhudat to Griz trail, offering more spectacular views of the valleys and canyons of the Caucasus Mountains and ending at Griz, a snowy village that’s home to one of the most ancient ethnic groups in Azerbaijan. Here, the people speak the unique Griz language and you can visit the Gurgur waterfall.

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Jamaica’s rock-star ‘Come Back’ It’s boom time for this Caribbean island, thanks to its robust tourism recovery plan and a destination offering that ticks all the right experiential boxes for today’s travellers, explains Donovan White, Director of Tourism, Jamaica Tourism Board

White River, St Ann: authentic Jamaica

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Q: Jamaica’s tourism industry is booming in 2023 – what’s driving this demand? Post-pandemic, the need to travel and feed the soul is more important than ever, and our island meets this need for every type of traveller including families, solo travellers, honeymooners, groups of friends, and those passionate about events and experiences. With its vibrant cuisine, breath-taking scenery, welcoming people, and positive vibes – Jamaica will always offer unparalleled hospitality. Travellers are also seeking more authentic, eco-friendly experiences and ways to immerse themselves in local cultures, which Jamaica delivers in abundance. From trips to the Rastafari Indigenous Village to the home of the best coffee in the world, where visitors can journey through the Jamaica Blue Mountain Culinary Trail, discovering unique flavours in this UNESCO-listed World Heritage Site. Thankfully, we are famous for captivating our visitors,

FUTURE-FIT DESTINATIONS often resulting in return trips for seasoned travellers who can’t resist the Island’s calling. Q: What’s your strategy for facilitating further growth? Our bullish tourism recovery plan has enabled us to set our targets high and implement our latest global advertising campaign, ‘Come Back’. We are now moving past recovery and expect to see 11% growth in 2023, which is why we are welcoming more exciting hotel brands to the island to grow its room stock – with another 8,500 rooms by 2025. Exciting additions include, Excellence Oyster Bay, Wyndham, and a Hard Rock Hotel and Casino. Q: And how important is the UK and European market? Incredibly important! Last year we were lucky enough to welcome a record 234,000 UK visitors, making us the UK’s number one Caribbean Island of choice. This isn’t an accolade we intend to take for granted though – we will not rest on our laurels but keep driving momentum across the UK and European market. Q: Jamaica dominated the World Travel Awards – what’s the secret to this success? This global recognition was a testament to the hard work and dedication of our incredible tourism team along with steadfast collaboration and support from our fantastic stakeholders. As a tourist board we are only as strong as the tourism offering – our incredible people, attractions, airlines, hotels, travel agents and tour operators make it easy to promote our beautiful island and we couldn’t have achieved our record growth and recovery without them. Q: How is Jamaica tapping into new traveller trends? Recent events have taught us that life is for living and exploring – and our market segments have always included experience seekers. We’re incredibly proud of our outstanding high-octane, adventure offering for those looking to let go, and tick off those bucket-list experiences against a stunning backdrop. From climbing the iconic 185-metre-high waterfall, Dunns River Falls to enjoying a thrilling ride on Rainforest Bobsled Jamaica – a 1,000-metre-long gravity-drive through the rainforest on custom designed, high-tech sleds, these types of experiences go hand-in-hand with their stunning, tropical environment and positions Jamaica as the perfect destination for adventure. Q: What’s Jamaica’s responsible tourism gameplan? We wouldn’t be Jamaica without our breath-taking natural scenery, and we are committed to preserving this, not only for the visitor experience, but for the people who call it home. Properties across our accommodation offerings have also incorporated sustainable and eco-friendly practices into their operations with recognition and certification from international organisations. We are incredibly blessed to have such a beautiful asset to work with, and we will always strive to showcase our island to its full potential. The key is to keep building on our sustainable practices and guiding stakeholders in their mission to grow steadily yet mindfully.

FIVE WAYS JAMAICA IS A FUTURE-FIT DESTINATION

1. PRESERVING NATURAL RESOURCES AND A ROBUST

COMMITMENT TO SUSTAINABILITY Jamaica's tourism industry is rooted in its natural wonders, with more than 100 rivers and waterfalls, 50 pristine public beaches and magnificent mountains. The Blue and John Crow Mountains National Park, a UNESCO World Heritage Site, remains one of Jamaica’s most enduring and beguiling eco-attractions. Certified sustainable practices across various properties around the island further demonstrate Jamaica's dedication to responsible tourism, benefiting both the environment and local livelihoods for years to come.

2. ONGOING EXTRAVAGANZA OF EVENTS

Enticing visitors with a diverse and thrilling calendar of major sporting and cultural events is crucial to maintaining visitor growth. Carnival in Jamaica is a prime example of this strategy – this major cultural spectacle is a magnet for boosting tourism, bringing together a diverse mix of international, regional, and local festival-goers to immerse themselves in Kingston's vibrant music, culinary delights, and warm camaraderie. This year’s Carnival period attracted more than 26,000 visitors to Kingston, with 8,000 revellers and 50,000 spectators, highlighting growth and economic benefits.

3. RESILIENCE AND AMBITIOUS GROWTH

Determined not to let the pandemic dust settle, Jamaica embarked on a bold tourism expansion plan in 2022, set to add 8,500 rooms by 2025 and boost foreign exchange earnings by almost 50%, paving the way for a robust recovery and a bright future. From January to August 2023, stopovers increased 5.2% compared to the same period in 2019. Before the end of June, Jamaica welcomed more than two million visitors, generating record earnings of US$2 billion, up 18% on 2019 numbers. In a ground-breaking achievement, tourism earnings are poised to break the $5 billion barrier for the very first time.

4. EVOLVING INFRASTRUCTURE

Enhancing Jamaica’s infrastructure and tourism offerings is key to staying competitive and relevant to local and international visitors. From improving the road networks for smoother access to the country's tourism hotspots, to boosting its room capacity by a remarkable 33% over the next five years, the island is ensuring it can accommodate growing demand and future-proof its appeal. Airlift will also be boosted with new routes from Norse Airlines, while the eastern region of St. Thomas is undergoing a major transformation into a prominent tourism destination, adding more diverse experiences to Jamaica's tourism portfolio.

COMMUNITY TOURISM Discerning travellers are increasingly seeking out more ways to live like locals. Preserving the DNA of the Jamaican magnetic culture not only enhances the visitor experience but safeguards the authenticity of the local communities immensely. From learning about the nature-based Rastafarian way of life to trying out a traditional cooking class, there are so many ways visitors can immerse themselves in local life to ensure the native culture continues to be protected, respected, and celebrated.

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Florida for all The Sunshine State is making forwardlooking destination enhancements to maintain its universal traveller appeal, explains VISIT FLORIDA President & CEO Dana Young

Q. Florida is a popular destination with UK and European travellers – what are the trends from this market in 2023? Florida has always been an aspirational destination for families, but we are seeing more British and Irish visitors travelling in larger multi-generational groups, as well families travelling with their friendship groups. Our vast selection of self-catering rental homes that can accommodate large groups make us a great choice for these types of holidaymakers. Twin-centre and multi-centre trips continue to grow as British and Irish holidaymakers look to explore the state beyond the popular gateways. Florida is home to award-winning beaches, state and national parks that are full of history and nature, freshwater springs, vibrant com-

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munities, and so much more, so we’re not surprised to see that our visitors come back year after year to discover new experiences.

Families still flock to Florida

Miami, making stops in West Palm Beach, Boca Raton, Fort Lauderdale, and Aventura, along the way. Brits and Europeans are very familiar with train travel, so we are confident they will embrace this new addition to our infrastructure. Our theme parks and attractions are ever evolving and continue to lead the way as the theme park capital of the world.

Q: What’s VISIT FLORIDA's strategy for facilitating further growth? Visitors to Florida are very loyal so it’s important that we continue to promote the product and trips that they know and love, while also introducing them to Q: How is Florida tapping into new new areas and attractions. traveller trends? Looking beyond our core Beyond the vibrant attractions demographic, we are and changing landscape, always exploring opporwhat makes Florida truly tunities to entice first-time unique is the melting pot visitors and those looking of culturally diverse people to travel but are undecided that call the Sunshine State on a destination. home. This blend of cultures This is where our travel is what makes up the flavours agent and tour operator training of Florida! The introduction of the and education efforts come into play. Michelin GUIDE Florida in 2022 was Dana Young VISIT FLORIDA invests heavily in travel the just the beginning of showcasing trade relationships and marketing, enFlorida as a culinary destination that suring our network of travel experts have should be on every foodie’s list. Beyond access to, and kept up to date with the latest the destinations featured in the guide, which news and information from Florida. include Miami, Orlando and Tampa, we are on a mission to highlight the local seafood, fresh What’s new in Florida that will appeal to UK and fruits and vegetables and amazingly talented European travellers? chefs that make Florida unique. Our biggest news from 2023 is the extension of the Brightline train service to Orlando, Q: With responsible tourism shaping development connecting the popular theme park hub with strategies for tourism, what is Florida’s plan?

FUTURE-FIT DESTINATIONS Everglades restoration projects have received a funding boost

FUTURE-FIT FLORIDA Five ways Florida is evolving is tourism offering to meet the needs of people and planet

Brightline now stops in Orlando

Florida is world renowned for the lush, diverse beauty of its natural environment, and our state is absolutely committed to protecting what makes Florida such a special place to visit. This year, more than $7.2 billion in funding was allocated by the Florida Legislature to protect our environment, agriculture and natural resources. This funding will support Everglades restoration projects, water quality, quantity and supply improvements, Spring restoration and coral reef restoration and recovery. Q: What’s next for Florida’s tourism industry? Florida remains one of the most popular long-haul destinations for British and Irish holidaymakers, so we see that as both a challenge and an opportunity. We know our visitors are loyal, but it’s really important that we stay ahead of our competition and stay front of mind. The accessible travel market is a big opportunity for us – and the travel industry as a whole – and we look forward to growing and learning, to ensure that visitors of all abilities can access and enjoy all that our wonderful state has to offer.

Train travel Brightline, the high-speed passenger rail service between Orlando and Miami, is changing the way travellers explore our state. With additional stops in Aventura, Fort Lauderdale, Boca Raton and West Palm Beach, visitors to Florida have the option to see multiple destinations during their stay without needing a car and minimising their environmental impact. Nature preserved Local Floridians are dedicated to keeping Florida beautiful for generations to come. There are many organisations and groups throughout the state dedicated to the preservation and restoration of our natural environment. A few examples include seagrass restoration in Crystal River, coral reef restoration and the Florida Wildlife Corridor, which provides protection for Florida’s land, water, animals and plants. Accessibility Catering to visitors of all needs is of the utmost importance to Florida as we are on a mission to become the world’s top destination for accessible travel. To ensure these travellers have the information they need, we have developed an accessible travel

hub on our website with more than 650 articles and nine-part video series aimed at helping travellers with a variety of needs plan a trip of a lifetime to Florida. We have also partnered with Wheel the World to help our destination partners be fully accessible for all visitors. Green lodging More than 300 accommodation partners are making a commitment to conserve and protect Florida’s natural resources and being recognised for their efforts through the Florida Green Lodging Programme. These properties are assessed and awarded this designation for five areas of sustainable operations: communication and education (customers, employees, public), waste reduction, reuse and recycling, water conservation, energy efficiency and indoor air quality. Keeping pace with trends With world-class attractions, unique accommodations and growing cities, the state of Florida is a diverse destination of innovative tourism professionals that will continue to meet the needs of evolving travel trends and provide holidaymakers with unique experiences for many years to come.

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Kingdom of Light

n 2022, the Moroccan National Tourist Office (MNTO) marked some exceptional tourism sector achievements. Despite the difficulties the world faced in the aftermath of war, the pandemic, and natural disasters, Morocco implemented a two billion dirham (US$196 million) emergency plan to support tourism professionals and job retention during the crisis. The kingdom also increased its global visibility under the enlightened vision of His Majesty King Mohammed VI, May God Assist Him, when all eyes were on the country during the football World Cup last year. Building on this momentum, Morocco recently won its bid to host the 2030 tournament, alongside Spain and Portugal. A TOURISM ROADMAP Following its newfound fame, Morocco's government signed a new framework agreement for the tourism sector worth six billion dirhams ($588 million) in March 2023. The strategic roadmap, effective from 2023 to 2026, aims to attract 17.5 million tourists by 2026 and generate 120 billion dirhams ($11.76 billion) in foreign exchange earnings over the next four years. During the same period, the plan aims to create more than 200,000 direct and indirect jobs, build an ambitious plan to double air capacity, and, most importantly, reposition tourism as a key sector in the national economy.

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The Moroccan National Tourist Office (MNTO) is supporting a multi-billion-dollar tourism development strategy with a worldclass ‘Light in Action’ action plan, with a target of positioning Morocco among the top 10 most popular global destinations By utilising all necessary levers, this roadmap aims to transform the tourism industry in order to meet these objectives. The goal is to create an entirely new offering centered on the customer experience and divided into nine thematic and five cross-cutting sectors. Themes for international tourism will centre on ocean waves, beach and sun, city breaks, nature, trekking and hiking, desert and oasis adventure, cultural tours, and business tourism, and they will be supported by related themes such as sustainable development, local craft and artisans, festivals and museums, alternative accommodation, and gastronomy and local products. As part of the strategy implementation, Morocco's promotion as a travel destination will be enhanced, with a focus on digital technology, while cultural and leisure offerings will be diversified to support developing small to medium enterprises (SMEs). Along with building new accommodation establishments, existing hotel parks will receive a sizeable investment to support significant infrastructure upgrades.

Through investments in benefits, training, education, and human resource management, these projects will strengthen human capital, improving the sector's quality and giving young people better career prospects. RESPONSIBLE TOURISM IN ACTION A Moroccan Charter for Responsible Tourism was established in 2006, endorsed by more than 60 cities. Since then, the Kingdom of Morocco has made it clear that it wants to encourage travel that respects people, the environment, and the culture, identity, and intangible heritage of its various regions. The wastewater treatment plant that permits golf courses to be watered, the renowned Noor station in Ouarzazate, which is the seventh thermodynamic solar power plant in the world, and the ban on the use of plastic bags are just a few projects already underway that demonstrate the commitment to responsible tourism. Developments in the desert have greatly aided the growth of the kingdom's arid and semi-arid regions, especially after years of continuous drought, which has aided

Taghazout

FUTURE-FIT DESTINATIONS The income of rural families has increased too, thanks to the tourism revenue generated in the mountains. The income aims to improve the living conditions of ambitious and tenacious Moroccan women and to introduce rural tourism, which includes a wide range of experiences like hiking, sports, yoga, cooking classes, agrotourism, fruit picking, and wellness retreats. This revenue also contributes to the decrease in rural exodus.

Morocco-UK Power Project

in promoting and preserving traditions and practices related to nomadism. By encouraging the local population to combine traditional agriculture and tourism, rather than choosing intensive agriculture that uses a lot of water, tourism in these regions of Morocco aids in the preservation of the priceless oasis environment. Annual celebrations like the TanTan Moussem and the Nomad Festival promote this way of life and foster cross-cultural understanding among nomad populations worldwide. Morocco's government supports the efforts made by the Mohammed VI Foundation for Environmental Protection, particularly the 'blue flag label' and awareness-raising activities aimed at the Moroccan population and tourists to protect and keep clean the kingdom's 3,500km of Atlantic and Mediterranean coast. Tourism has always been a main vector of economic and social development across all regions of Morocco, with a 7% contribution to GDP, accounting for 20% of total exports, and creating 500,000 direct jobs and 2,500 indirect jobs. Beyond the figures, it improves standards of living for a significant proportion of Morocco’s population. MEDINA REVIVAL IMPACT Under the leadership of His Majesty King Mohammed VI, Morocco has initiated several

In 2021, Morocco committed to increasing its share of renewable energy in its electricity mix to 52% by 2030, with 20% solar, 20% wind, and 12% hydropower. The Morocco-UK Power Project has been formally recognised as a Nationally Significant Infrastructure Project (NSIP) by the Secretary of State for Energy Security and Net Zero, further cementing ties with England and moving plans to connect the UK and Morocco by a 2,360-mile cable into the next phase. The Morocco-UK Power Project, led by Xlinks, a private renewable energy company with headquarters in the UK, aims to connect 3.6 GW of renewable energy from Morocco to the British electricity grid and is expected to meet 8% of the UK's energy needs by 2030 by supplying electricity to seven million households.

programmes to renovate and develop the country's historic medinas. These programmes are essential to raising the standard of living for Moroccans who live in the old medinas because they aim to safeguard and preserve the country's cultural heritage for the benefit of future generations. This royal vision is supported by marketing the medina as a tourist attraction, which encourages the development of profit centres for lodging, dining, and other services. Today, riads are viewed as a culturally distinctive and authentic tourism product.

A RAIL REVOLUTION By 2040, Morocco hopes to almost double the number of cities its rail network serves from 23 to 43, showcasing more of what Morocco’s outer towns and cities have to offer in an affordable and economically friendly way. A key component of the national infrastructure modernisation strategy, the kingdom’s $2.1 billion development plan for the national rail network will see funds invested in improvements and general maintenance to reinforce the existing network, new rail connections to existing and future ports, an extension of conventional rail lines to cities not currently served, and the establishment of high-speed rail links between major cities. In 2019, the 323-km Tangier-Casablanca high-speed rail line launched as the first of its kind on the continent, reducing the travel time between the two cities from five hours and 45 minutes to 2 hours and 10 minutes by bullet train. In the pipeline is an extension of the high-speed network from Casablanca to Marrakech and then on to Agadir, with the ultimate goal of creating a 1500-km high-speed rail network alongside a standard network of 2,700 km by 2030. A SMART CITY VISION In 2022, the Moroccan Tourism Engineering Company (SMIT) and China’s technology giant Huawei entered into a deal to boost Morocco’s tourism sector. It supports small businesses and tourism start-ups with a particular focus on private initiatives through digital transformation or implementation of new products. The onus will be on products that improve tourists’ experience through modernisation. The agreement is in line with SMIT’s goal to transform tourism in Morocco into a “smart tourism” country and offer easy access to tourism and hospitality services by using information and communications technology. The plan is to offer services such as tourist directions, translation services, and reservations through websites and online services, and encourage Moroccans to join the digital arena.

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Trends Cuba – the number one trending destination in the world in 2023

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GLOBAL ECOTOURISM

GLOBAL WELLNESS TOURISM

$720bn in 2019 $436bn in 2020 $1.1tn by 2023

GLOBAL SPORTS TOURISM

$323.42bn in 2020 $1.8tn by 2030 GLOBAL CULINARY TOURISM

$1,117bn in 2019 $1,797bn by 2027

Sources: GWI, Allied Market Research, ResearchandMarkets.com, TripAdvisor

$181.1bn in 2019 $333.8bn by 2027

DESTINATION HOTLIST 2023 Dubai

The most popular destination in the world

Cuba

The number one trending destination in the world

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ON TREND

AVIATION

Top trends shaping the industry in 2023

Air New Zealand’s Skynest

POSH BUNKBEDS IN THE SKY

Air New Zealand plans to launch the world’s first sleep pods in the sky. Unveiled in June, the carrier’s Skynest concept will be rolled out in economy cabins on its new Dreamliner aircraft, due for delivery from 2024. The bunkbed-style pods were developed in response to customer feedback on the importance of sleep and the need for more comfort and space. Skynest won the coveted aircraft interior innovation award at the recent Crystal Cabin Awards in Hamburg.

WORLD’S BUSIEST INTERNATIONAL AIRPORT

Dubai International Airport served 41.6 million passengers in Q1, 2023, exceeding 2019 levels. It remains the world’s busiest airport for international passenger traffic – a title it has held for nine years running. India is the airport’s top destination country with 6 million guests in H1, followed by Saudi Arabia and the UK with 3.1 million and 2.8 million respectively.

WORLD’S TOP THREE AIRLINES 2023 Singapore Airlines Qatar Airways ANA All Nippon Airways (Skytrax World Airline Awards)

WORLD’S TOP THREE AIRPORTS 2023 Singapore Changi Airport Hamad International Airport Tokyo Haneda Airport (Skytrax World Airport Awards)

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VSS Unity's boost phase during Galactic 02 spaceflight Sources: Skytrax, OAG

THE SPACE RACE

The quest to travel to infinity and beyond continues, with more players entering the commercial space flight market. Here’s an update: Virgin Galactic: launched its inaugural commercial space flight (Galactic 01) in June, and two more quickly followed (Galactic 02 and Galactic 03). Crew members are the first of Virgin Galactic’s group of ‘Founder’ astronauts – those who booked a ticket as early as 2005. Iwaya Giken: this Japanese start-up is planning to launch his space balloon capsule into the stratosphere by the end of the year. A drumshaped plastic cabin with a helium balloon attached takes a pilot and passenger up to 25km into the stratosphere during a two-hour ascent – high enough to see the curvature of the earth. SpaceX: will launch the world’s first commercial space station, known as Vast Haven-1, followed by two missions to the station on the Falcon 9 rocket, no later than August 2025.

TRANSPORT

Rail journeys can reduce our travel footprint by up to 90% compared to flying

RAIL IT SLOWLY

TRENDING RAIL JOURNEYS

Japan’s stylish Two Stars 4047, which runs in a loop on the island of Kyushu, taking in places of interest. The train’s carriages have sofas, wooden lattice windows and mosaic floors. Brussel to Berlin overnighter: Launched in May, this journey, operated by a new provider, European Sleeper, links the two cities via Antwerp, Rotterdam and Amsterdam. Leave at 19.22 and arrive at 06.48, enjoying a sleep in budget six-berth couchette or Sleepers Deluxe (up to three beds). Mexico: The first stretch of the Tren Maya, an ambitious project linking tourism highlights on the Yucatan peninsula by rail, is due to open this year. It will connect Palenque with Chichen Itza, both famous for their Mayan ruins, passing through the Yucatan capital, Merida and finishing at Cancun.

Rail journeys can reduce our travel footprint by up to 90% compared to flying the same distance, while a survey conducted by train booking company Audley revealed 81% of travellers were considering rail travel for their next business or leisure trip, so it’s now wonder 2023 has seen a swathes of new rail itineraries launched by specialist ‘slow’ travel providers. For example, Explore offers rail trips such as the 15-day London to Istanbul Rail Adventure package, taking in Paris, Venice, Zagreb, Belgrade, Sofia, Plovdiv and Istanbul, and Inntravel offers 58 flight-free holidays from London to Europe that can be reached in a day by rail.

ELECTRIC ROAD TRIPS

As low-carbon-emission travel becomes more desirable and electric and hybrid vehicles become more commonly used, e-road-trips are taking off. According to car rental company Hertz, one of the best routes in Europe is the 1,000-mile Basel-Baden-Zurich-Appenzell ‘Grand Tour’ in Switzerland, as it offers plenty of 300 EV chargers. New e-touring vehicles are also being launched, including Tesla’s Cybertruck, which has solar panels on the roof, so you can recharge anytime, anywhere. Similarly, Aptera unveiled its Launch Edition solar electric vehicle in February, an ultra-efficient car with an integrated solar charging package so you can drive for weeks without having to plug-in to charge. With a tent that can be attached, there is no need to book a hotel either.

Sleepers Deluxe on board the European Sleeper

FLIGHT-FREE FORAYS WITH BYWAY

Tapping into the trend to go flight-light or not fly at all, with 36% of travellers planning to fly less this year (according to ABTA’s 2023 trends report), Byway creates travel and accommodation packages away from the traditional tourist trails, using trains, bikes, buses and ferries. It provides personalised support from its team via WhatsApp before and during customer trips to ensure all runs smoothly. Byway has teamed up with fellow B Corporation travel firm Intrepid Travel to launch flightfree itineraries, including the Gen Z Grand Tour, targeting 18-29-year-olds and including seven countries from Germany to Italy using trains, metros, buses and bikes.

Aptera solar-powered touring vehicle

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CRUISE

ONE OF TRAVEL’S FASTEST GROWING SECTORS The cruise industry remains one of travel’s fastest-growing sectors, with passenger volume forecast to reach 106% of 2019 levels in 2023 with 31.5 million passengers sailing, according to CLIA. This outpaces global tourism growth, with the UNWTO forecasting international tourism arrivals will be 80-95% of 2019 levels this year.reached in a day by rail.

SHIPS ARE GETTING BIGGER

When she sets sail from Miami in January 2024, Royal Caribbean’s Icon of the Seas will become the largest cruise ship in the world. She will carry 7,600 passengers and when you take into account staff, some 10,000 people will be on board. She will be 20 decks high, 1,198 feet long and weigh 250,800 gross tonnes. Guests will be able to visit eight on-board neighbourhoods, but the highlight is the striking, 363-tonne glass AquaDome at the front of the ship, home to an AquaTheatre showcasing aerialists, acrobatics, high dives and the tallest waterfall at sea. Icon will have 2,805 staterooms, seven pools and six water slides too!

The world’s largest ship, Icon of the Seas

GOING SOLO

Solo cruise travel is on the rise and cruise lines are responding by increasing the number of single-cabins in new ships and retrofitting some of their existing ships to include additional cabins designed for those traveling alone. Norwegian is one line launching a new Studio concept to cater to this market.

CRUISE PASSENGER NUMBERS

29.7mn In 2019

31.5mn In 2023

36mn By 2024

39.5mn By 2027

CLIA-MEMBER CRUISE LINE FLEET Uniworld’s ‘Rivers of the World’ itinerary travels from Lima to Ho Chi Minh City over 54 nights

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300+

VOYAGES ARE GOING FURTHER

Grand voyages – sailings of 21 days or more – are growing in popularity. This year, Royal Caribbean debuted its inaugural ‘Ultimate World Cruise’, a 274-night adventure visiting all seven continents, more than 150 destinations in 65 countries and 11 great wonders of the world. On the waterways, Uniworld Boutique River Cruises launched a nine-country, 47-day ‘Rivers of the World’ itinerary, but the cruise breaking all records runs for three years! Setting sail from Istanbul on November 1, the 400-cabin Gemini, operated by Miray Cruises, is travelling 130,000 miles and stopping in 135 countries.

Ocean-going vessels for the first time in 2024 CRUISE APPEAL

85%

Of those who have cruised will sail again, 6% higher than pre-pandemic totals DESTINATION BENEFITS

36%

Of cruisers return to a place they first visited on a cruise itinerary. They spend an average of $750 per person in port cities during a typical seven-day voyage.

LUXURY YACHTS Explora I

EXPEDITION CRUISING

Traveller interest in booking an expedition cruise is higher than ever as they seek more immersive, responsible, bucket-list travel experiences. The trend is evident across all age groups, says CLIA, with the number of passengers sailing on expedition cruises more than doubling from 2016 to 2022. Search results for expedition cruise travel to Antarctica increased 51% in 2022 compared to 2019.

EXPLORA USHERS NEW ERA

In 2021, the MSC Group launched a new brand targeting the next generation of discerning luxury travellers. Explora Journeys. Designed in partnership with world’s foremost superyacht and luxury hospitality designers, ships feature oceanfront suites and residences with floor-to-ceiling windows and private terraces and a host of high-end amenities and bespoke services. Explora Journeys, inspired by the ‘ocean state of mind’ (its slogan), is designed for guests who want to “stay longer, leave later, and travel deeper”, says Michael Ungerer, CEO of Explora Journeys. Explora I debuted with its first journey in Northern Europe in August, to be followed by voyages in Iceland and Greenland, the, Canada, Caribbean, and Hawaii.

HOTELS TAP INTO YACHT MARKET

Hooking into strong demand for luxury experiences at sea, hotel giants are launching their own superyacht operations. The Ritz-Carlton launched The Ritz-Carlton Yacht Collection in October 2022, with the first of three custom-built yachts, Evrima, offering 149 suites and specialty dining experience, S.E.A., designed by chef Sven Elverfeld of Aqua, the three Michelin-starred restaurant at The Ritz-Carlton, Wolfsburg. Its second yacht, Ilma, is slated to debut in 2024, and will feature the highest space and staff-to-guest ratios in the luxury cruise category, and its third, Luminara, will set sail in 2025. Luxury hotel brands Four Seasons, Aman and Belmond are also jumping on board the superyacht trend with their own offerings, while Accor-operated brand, Orient Express, some 140 years after launching its first luxury trains, will unveil the world’s largest sailing ship, Orient Express Silenseas, in 2026.

HOTELS

Dallas dominates the global hotel construction pipeline

GLOBAL HOTEL CONSTRUCTION PIPELINE

14,572 hotels, 2,310,238 rooms 47% of projects are luxury, upper-upscale and the upper-midscale 38% of projects in the US 25% of projects in China

TOP FIVE COUNTRIES (PIPELINE) US: 5,572 hotels, 660,061 rooms China: 3,666 hotels, 678,965 rooms India: 480 hotels, 57,161 rooms UK: 322 hotels, 45,181 rooms Saudi Arabia: 276 hotels, 72,144 rooms

TOP FIVE MARKETS (PIPELINE) Dallas: 184 hotels, 21, 501 rooms Atlanta: 141 hotels, 17,993 rooms Chengdu: 140 hotels, 27,890 rooms Phoenix: 119 hotels, 16,107 rooms Shanghai: 117 hotels and 22,887 rooms

TOP COMPANIES (PIPELINE)

Hilton: 2,808 hotels, 398,742 rooms Marriott International: 2,679 hotels, 429,925 rooms IHG Hotels & Resorts: 1,764 hotels, 259,668 rooms Accor: 930 hotels, 160,951 rooms Hyatt Hotels & Resorts: 417 hotels, 77,238 rooms

TOP BRANDS (PIPELINE)

Hilton’s Hampton Inn: 790 hotels, 102,607 rooms IHG’s Holiday Inn Express: 599 hotels, 74,036 rooms Marriott’s TownePlace Suites: 364 hotels, 34,125 rooms

THE NEW ‘MIDDLE’ KIDS ON THE BLOCK Most of the major hotel chains have launched or announced new brands in 2023, and the focus is clear – midscale and extended-stay concepts that meet the lifestyle needs of modern travellers, offering value for money, essential amenities available at 24/7 shops in flexible open lobby spaces, pet-friendly accommodation, and more. Here’s a round-up: Garner: IHG’s midscale brand launched in September and will be franchised initially, with the plan to open 1,000 properties over the next 20 years. Hyatt Studios: Hyatt first upper midscale brand in the Americas, and the group’s latest extended-stay offering, featuring a grab-and-go-breakfast offering and 24-hour market. Project H3: Hilton’s lower-midscale concept targeting travellers seeking apartment-style accommodation for 20 nights or more. Ying’nFlo: a lifestyle brand by Langham Hospitality Group targeting Millennial and Gen Z travellers with “a place which feels like a friend’s apartment, only better”. IHG’s new Garner brand

Source: Q2 ‘23 Global Construction Pipeline Trend Report from Lodging Econometrics 176 WTM London 2023

ALTERNATIVE ACCOMMODATION

IT’S BOOM TIME

AIRBNB IN NUMBERS

US$504.95bn

7mn

The value of the global alternative accommodation market by 2030

44.8mn

Listings

220+ Countries

Units of alternative accommodation units of available supply, 2.3 times more than traditional hotels

100,000

34%

4mn+

Of Booking.com’s global total room nights came from the alternative accommodation segment during the April-June quarter in 2023

$5.93bn

The value of the global glamping market by 2030

Cities and towns Hosts

$180bn+

Barbie’s Malibu DreamHouse

Earned by hosts

$14,000

Earned by typical host in US

WELCOME TO KENDOM Barbie mania infiltrated the world of Airbnb this summer with Barbie’s Malibu DreamHouse back by popular demand on the platform – but this time with a twist in line with the movie’s plot. Ken revamped part of Barbie’s home with everything he loves – rollerblading, surfing, horses, you name it – with fans able to request a stay in his bedroom, complete with his own wardrobe of beach outfits. There was also a disco dancefloor where guests could feel the ‘Kenergy’!

Volcano glamping

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WELLNESS TRAVEL

Decompression trips are in demand

DECOMPRESSION TRIPS

Travellers want to relax and unplug from their busy lives and are gravitating toward destinations and resorts that will help them decompress and feel healthier. An American Express Travel survey found 57% of respondents plan to take extended vacations to focus on wellness. Most respondents view leisure travel as a break from overstimulation and multi-tasking, with 75% planning to decrease screen time while traveling to better their mental health and/or seeking to surround themselves with nature to focus on mental clarity (68%).

LONGEVITY RETREATS

Sources: Global Wellness Institute, American Express Travel

Six Senses Ibiza

Living longer, staying active and engaged in life are fundamental wellbeing goals for so many and hospitality, wellness and medical companies are teaming up to jump on this trend. The Four Seasons Hotel Westlake in California has partnered with CHLI – California Health and Longevity Institute; the Mandarin Oriental Geneve is offering packages with the Aesthetics Clinic Geneva; while the Six Senses Ibiza introduced retreats with Functional Medicine’s Dr. Mark Hyman.

FAMILY FRIENDLY WELLNESS

Arava Valley

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Tailored travel experiences prioritising the family units’ wellbeing is taking off and ranges from affordable camping where digital technology is left at home to higher-end resorts offering tailored retreats. For example, Chiva Som’s new Zulal wellness resort in Qatar offers intergeneration wellness for kids, parents and grandparents, while Sonnwies in the Dolomites has a dedicated Aquapark in the Alps. It features a bio sauna complete with children’s cinema, four baby wellness pools, and a naturalists kids club for outdoor adventures.

Expedition-style travel is on the rise

LUXURY TRAVEL

36%

HNWI contribution to global travel spend

$1.5tn

Global luxury travel spend in 2024

44%

Of affluent travellers spending more on travel since the pandemic (versus 35% of the general population)

WHAT HNW AND UHNW TRAVELLERS WANT

Bentley’s ‘Extraordinary Journeys’

According to Virtuoso… 1.

57% of clients now agree with the statement that “creating a travel experience that best fits [their] expectations is more important than price”.

More HNW and UHNW clients are now requesting experiences that test them mentally and physically.

Demand for challenging expedition-style voyages is also on the rise.

94% of clients embed wellness and self-care into their trips as a standard component.

They are becoming more experimental, with 88% classifying visits to breweries or distilleries as their top culinary experience.

Many prioritise trying street food over Michelin-style fine dining and there’s a growing interest in hyper-local dining, focusing not just on farm-to-table menus but on “neighbourhood to table” dining opportunities.

SEE IT ALL, DO IT ALL EXTRAORDINARY JOURNEYS

Bentley Motors has launched a global calendar of ultra-premium curated road trips, tapping into the high-end road experiences trend. These ‘Extraordinary Journeys’ combine time on the road in one of the Bentley fleet, with exclusive access to the very finest experiences en route and a full concierge service to ensure seamless travels. Itineraries cover the UK, New Mexico and Scandinavia, giving brand enthusiasts the opportunity to drive a range of Bentley models in diverse regions.

With luxury travellers are looking to see and do it all – and to do so exceptionally, the Four Seasons Private Jet Experience offers all-encompassing itineraries for families, friends and individuals to see world’s most popular destinations in new and unexpected ways. With the first private jet calendar of itineraries launched this year, the 2025 calendar is now out, kickstarting with African Wonders – the itinerary begins in Greece and heads down the African continent with stops in Egypt, Tanzania, Rwanda, Mauritius, Zambia and South Africa, exploring ancient treasures, wildlife experiences and natural wonders along the way.

The Four Seasons Private Jet Experience

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LGBTQ+ TRAVEL

LGBTQ+ travel is one of the fastest-growing tourism markets, worth $218bn pre-pandemic

WORLD’S FIRST IGLTA ACCREDITED HOTEL The W Costa Navarino in Messinia, Greece, has earned the first IGLTA Accredited certificate in the world for being consciously supportive of LGBTQ+ guests. The property has implemented several practices to ensure a welcoming experience for LGBTQ+ travellers, including staff training that involves role-play inclusivity seminars, establishing an LGBTQ+ associates ambassador, and the creation of gender-neutral room amenities, spa treatments and restrooms.

LIMELIGHT GAYCATIONS

Similar to set-jetting, with travellers booking hotels and destinations featured on the big screen, the LGBTQ+ community is travelling to places featured in programmes starring queer content. For example, Google searches for “masseria” (farmhouse) rentals in southern Italy rocketed after reality show, I Kissed a Boy aired on the BBC. Set in a stunning renovated farmhouse and hosted by Aussie Danii Minogue, the show brings together a diverse pool of young gay men with the aim of finding out if a single kiss can spark a long-lasting relationship.

ANYONE FOR A POLYDAY?

Travel’s new ‘sharing economy’ is ‘polyamory’, an ethical non-monogamy that sees individuals forming romantic connections with more than one partner at the same. The queer community is leading the charge, leading to an emerging trend for a ‘throuple’ to go on holiday. Globetrender calls it a “Polyday”. Sources: Globetrender, Virtuoso 180 WTM London 2023

DESTINATION DECIDERS • • • •

57% of LGBTQ+ couples actively seek LGBTQ+ friendly destinations. Privacy and exclusivity is key – many opt for private villas 56% say it’s either “important” or “extremely important” to have LGBTQ+ inclusive accommodation while travelling 44% of LGBTQ+ travellers prioritise the overall destination experience regardless of feelings towards LGBTQ+ people

TOP 10 LGBTQ+ HONEYMOON DESTINATIONS • • • • • • • • • •

Greece Italy North America Australia Thailand South Africa Singapore Mauritius Maldives Bali

Greece is the most popular LGBTQ+ honeymoon destination

GLOBAL LGBTQ+ TRAVEL MARKET VALUE

$218bn spend in 2019

$568.5bn spend by 2030

TRAVEL LOYALTY

DID YOU KNOW?

70%

D$ can be redeemed off the hotel bill for a stay at any GHA property, including Capella, Ubud, Bali

INTRODUCING DIS-LOYALTY Carrying slogans like “Be loyal to your mum, not your hotel” and “If you love routine, get a dog, if not, dis-loyalty”, Ennismore is rewarding customers for trying new brands and exploring new destinations. Its Dis-loyalty programme, which brings together 75 hotels and 150 restaurants from 10 global brands, gives members bigger discounts when they go somewhere different. Members get instant perks from the moment they sign up, with no complicated points or T&Cs or restrictions. Dis-loyalty is a 12-month subscription costing €15 per month. The benefits: • • • • •

GHA DISCOVERY DOLLAR BOOM Following the relaunch of GHA DISCOVERY in December 2022, which included the introduction of DISCOVERY DOLLARS D$ - a digital currency first in the hospitality sector – more than D$116 million had been issued by July 2023. With D$1 worth US$1, this has put US$116 million into the pockets of the programme’s 25 million members worldwide. Chinese and Singaporean members of the programme, which features the 800-plus independent hotels in the Global Hotel Alliance, have been the most engaged in redeeming D$ as a percentage of D$ issued to them. Among the benefits, D$ can be redeemed off the hotel bill for a stay at any GHA property.

50% off just-opened hotels in the first three months after opening 20% off every first-time stay in every hotel 10% off for return stays 10% off food and drink in any participating restaurants, bars and coffee shops 365 free barista-made drinks (coffee, tea, hot chocolate) – one every day of the year.

Of consumers who receive personalised recommendations through their loyalty booking site say their current loyalty programmes provide them with the value they are looking for

28%

Of millennials and 37% of Gen Z respondents say they would book more travel if their loyalty programme had sustainability-related redemption options

31%

Of consumers want “buy now, pay later” options for purchases made via their loyalty programs, but only 37% of programmes support that payment method Source: iSeatz

Left: Dis-loyalty programme benefits

THE YEAR OF SUBSCRIPTIONS

Retailers have been doing it for a while, but now hospitality providers are jumping on the bandwagon and integrating subscription services into their loyalty ecosystems. In March, Paris-headquartered Accor said it would broaden its subscription model to become more global with the introduction of All Plus, giving travellers worldwide access to discounts at hotels in selected brands at 4,000 properties across 100 countries, plus ways to accelerate their status in Accor’s loyalty programme. Before, Accor only offered subscription cards in a few regional markets such as India, China, and Brazil.

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JENNY FROM THE AI BLOCK? Virgin Voyages has transformed its brand ambassador, Jennifer Lopez, into an AI deepfake that can be programmed to send bespoke video invitations to friends and family. Known as Jen AI, this innovative marketing encourages customers to book a cruise to celebrate a special occasion, and then send an invite from J-Lo asking their nearest and dearest to join them, because who can resist an invite from J-Lo, right? A highly realistic version of the singer-dancer-actress (aka a “deepfake), who introduces herself as Virgin Voyages’ Chief Celebration Officer, reads out the customised invitations in a seductive voice from the deck of a ship. Sailors can activate the new Jen A.I. tool by visiting VirginVoyages.com. After answering a few simple questions, including what they’d like to celebrate, where they’d like to travel and who they want to set sail with, the personalised invite is sent.

97.8%

Of travel executives say AI will have an impact over the next 1-5 years

100mn

Active ChatGPT users (as of February 2023)

JEN AI

TUI UK JOINS THE CONVERSATION

TUI is testing ChatGPT on its app in the UK. The new feature provides customers with informative responses about holiday destinations and personalised recommendations for excursions, activities and attraction tickets. Depending on the level of detail the customer provides about the type of experience they want, such as culinary activities, adventure excursions, or museum visits, the app provides a more refined and relevant shortlist of descriptions, images and links for suggested experiences. Customers can then book experiences directly on tuiexperiences.com via the mobile app.

TripGen

CHATGPT FOR TRAVEL PLANNING TAKES OFF

Travel companies are empowering customers to create their own personalised trips with new Generative AI powered applications. In April, Expedia collaborated with Open AI to offer in-app trip planning powered by ChatGPT. It provides personalised recommendations and facilitates bookings, acting like a virtual travel assistant, delivering relevant results for hotels, flights and what to do in the destination. Similarly, Trip.com integrated ChatGPT into TripGen, its newly released AI chatbot that provides real-time assistance, itinerary planning and booking tips in the pre-trip stage. Booking Holdings’ Kayak and OpenTable and travel brands like TripAdvisor, GetYourGuide and Klook have also announced ChatGPT plug-ins. Arava Valley

Sources: Euromonitor Voice of the Industry: Travel Survey 182 WTM London 2023

TUI is testing ChatGPT

TECH TRENDS TRAVEL IN THE METAVERSE 1.

66%

Qatar Airways has expanded its QVerse, enabling customers to explore the airline’s first class check-in counters, lounges and business and economy class cabins in the metaverse. QVerse users can also get up to 10% off the price of air tickets while exploring these new digital environments.

South Korea launched Metaverse Seoul in January, a virtual replica of its capital city that will be fully completed in 2026. Visitors will be able to experience attractions, festivals and more.

Celebrity Cruises has built a virtual world called the ‘Wonderverse’ where potential sailors can explore a hyperrealistic digital recreation of the company’s newest ship – Celebrity Beyond.

The Royal Commission for AlUla (RCU) in Saudi Arabia has built a digital twin of its

UNESCO World Heritage Site, Hegra, in the metaverse. Visitors can step inside Hegra's Tomb of Lihyan in a 3D virtual world powered by browserbased platform Decentraland.

Of all travel bookings are conducted online in 2023 Qatar Airways has expanded its QVerse

35%

Of all online travel sales made by mobile

Hegra in the Metaverse

THE METAVERSE IN NUMBERS

$5tn

The value of the metaverse by 2030

CRYPTO TOURISM

With around 13% of the adult population now owning at least one type of cryptocurrency, and by the end of 2023, 3.6 million people spending it, according to Insider Intelligence in the US, there is a huge opportunity for the travel and tourism industry to leverage this shift in consumer spending. While many mainstream travel providers don’t accept crypto, alternative platforms like CheapAir enable you to pay for flights operated by major airlines, using Bitcoin, Bitcoin Cash, Litecoin, and Dash. Meanwhile, Travala is a blockchain-based travel platform that allows users to book hotels and other travel accommodations using a variety of cryptocurrencies.

79%

Of consumers active on the metaverse have made a purchase

15%

Of corporate revenues is expected to come from the metaverse in the next five years, according to 25% of senior executives

FLYBONDI IN NFT FIRST

In May, Argentinian airline Flybondi started issuing is issuing electronic plane tickets as non-fungible tokens (NFTs). The low-cost carrier partnered with NFT ticketing company TravelX, to offer NFT plane tickets, which allow passengers to change the name on tickets, transfer or sell them. Travellers buy the NFT tickets through Flybondi’s website using regular currency. TravelX then issues an NFT ticket in addition to their original ticket, which exists on the blockchain. The two tickets are synchronised to carry matching data, so they have the same seat number, fare rules and itinerary. Flybondi can then trace the NFT ticket even if it is renamed, resold or transferred to another person up to 72 hours before departure. Flybondi and TravelX receive a transaction fee each time tickets are exchanged to another owner.

Sources: Mckinsey & Company’s Value Creation in the Metaverse report WTM London 2023 183

TRAVEL EXPERIENCES

INDIGENOUS TOURISM

“Indigenous tourism is one of the fastest-growing trends in travel. Post pandemic, people are looking for genuinely sustainable and community led experiences that benefit both the land and its people. As well as generating income and empowering local communities, these kinds of experiences give travellers an amazing insight into traditional ways of life and a better understanding of a destination’s diverse legacy. At Intrepid Travel we have put a major focus on developing more Indigenous tourism experiences, especially in the United States and Canada, and in Australia, for 2023.” Zina Bencheikh, Managing Director EMEA, Intrepid Travel Kings Creek Station, Northern Territory, Australia

Haleiwa town

TOP TRAVEL EXPERIENCE IN THE WORLD 2023 Grand Circle Island and Haleiwa Tour, Honolulu, Hawaii TripAdvisor says: “Ideal for first-time visitors, or those with limited time, this full-day tour takes you all around Oahu, making sure that you don't miss a thing. You'll see top attractions including Diamond Head, Hanauma Bay, Halona Blowhole, the Byodo-In Temple and the surfing beaches of the North Shore. Plus, you'll have time to explore Haleiwa town.”

DELICIOUS DESTINATIONS Food-driven travel is growing in popularity among younger travellers with 47% of Gen-Z and Millennials say they have planned an entire trip around visiting a specific restaurant (compared to 37% of respondents overall) and 45% saying they have planned a trip around attending a food festival, compared (versus 35%).

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SET-JETTING

Four Seasons Hotel – the San Domenico Palace, Taormina, the home of The White Lotus season 2

According to Booking.com, 25% of travellers are planning trips to destinations featured in TV programmes, while 70% of Gen-Z and Millennial travellers surveyed by American Express say they have been inspired to visit a destination after seeing it featured in a TV show, news source, or movie. The recent HBO/Sky Atlantic hit The White Lotus, proved the point, with The Four Seasons Resort Maui from season 1 and Four Seasons Hotel – the San Domenico Palace, Taormina, in Sicily in season 2 both booked out for months after screenings. Travel company blacktomato.com is capitalising on this trend, creating a collection of TV-inspirated itineraries and experiences to places where “binge-worthy series” were filmed, from “Walter White’s New Mexico to the vivacious Vatican art of Jude Law’s Young Pope”.

Sources: Globetrender, Booking.com, American Express Travel, Travelers’ Choice Best of the Best to experiences, TripAdvisor

TRENDING DESTINATIONS

Angkor Wat at sunrise

2023’S TOP 10

Cuba The experience: wandering around the charming streets of Old Havana

Hoi An, Vietnam The experience: exploring Ba Na Hills and the picturesque Golden Bridge

Mauritius The experience: jumping on a Catamaran cruise to Ile aux cerfs

Siem Reap, Cambodia The experience: embarking on a sunrise tour of Angkor Wat

Chiang Mai, Thailand The experience: taking a Thai and Akha cooking class

Grand Cayman, Caribbean The experience: snorkelling at Stingray City Fes, Morocco The experience: a walking tour through the enchanting walled city Baku, Azerbaijan The experience: discovering the Absheron peninsula’s diverse attractions Kathmandu, Nepal The experience: hopping on a flight for close-up views of Mount Everest Krakow, Poland The experience: diving into Polish culture and cuisine with a vodka tour

HOT FOR 2024 Paris The French capital will host the Olympic Summer Games, Paris 2024, from July 26 to August 11 next year.

Paris will host the Olympic Summer Games 2024

Mexico The best place to view the total Solar Eclipse on April 28, 2024, with meteorologists saying Mazatlán on the Pacific Coast offers the best odds of favourable weather. Scandinavia It’s ‘hot’ because it’s cold, significantly more so than southern Europe where record temperatures and wildfires wreaked havoc this summer, so travellers are heading north to play it safe.

DID YOU KNOW? 89% of travellers want to travel to destinations they’ve never visited before

Sources: The Travelers’ Choice Best of the Best Destinations Awards, TripAdvisor, American Express Travel WTM London 2023 185

INDUSTRY LEADERSHIP

hy is it that when a crisis occurs, some people immediately and instinctively step up and lead, as though hearing a calling? Are they just wired that way, born to lead? Or do certain moments in their lives put them on a path to extraordinary leadership? That’s what global travel and tourism practitioner Anita Mendiratta set out to explore when she interviewed 20 C-suite leaders from the travel, tourism, and aviation industries for her latest book, The Call to Leadership: Unlocking the Leader Within in Times of Crisis. Not only a respected industry advisor, but colleague, client and friend to big names who trusted her to tell their personal stories, Anita was able to identify the true essence of leadership in times of extreme challenge. Scratching below the surface of their business and strategic challenges for the first time, Anita’s book dives into the hearts and minds of global decision makers at the highest level. She shares their unique perspectives and never-before-heard stories on how they led through one of the most challenging times in modern history – the COVID-19 pandemic. Their very real revelations and raw reflections are a breath of fresh air, revealing the human aspect to leadership that is all too often overlooked. “When we talk about the lessons from the pandemic, there will be very procedural, practical lessons. But there are lessons for humanity here as well,” says Dr Sanjay Gupta, Chief Medical Correspondent, CNN. “This book goes a long way towards really amplifying those messages.” Anita hopes The Call to Leadership:

Wired to lead In her new book, global travel and tourism practitioner Anita Mendiratta documents the personal leadership journeys of industry decision makers during the pandemic, unearthing untold stories of hearts and minds

Need to know The Call to Leadership: Unlocking the LeaderWithin in Times of Crisis, published by whitefox, is priced £19.99/ $24.99/€22.99, and is also available in audiobook and e-book format. One-third of book sale proceeds are being donated to UK-registered charity, The Anita Mendiratta Foundation (www. anitamendirattafoundation.org), which works to restore early childhood education in tourism-based economies and communities around the globe suffering from crisis. www.thecalltoleadership.com Unlocking the Leader Within in Times of Crisis will teach us how to face a crisis, personal or professional, and come through safer and stronger. Here, we ask her why it was important to tell the deeply personal stories of figureheads who are “wired to lead”. Q: What inspired this project? The inspiration was simple: I couldn’t ‘notwrite’ this book. I could not let the days, months and years pass without pausing to honour what we as a global community had

lived through, and to celebrate the ability to persevere and overcome, and to salute those who guided us through. As a global travel and tourism practitioner, supporting industry leaders who worked through the devastating impact of the pandemic, I wanted to ensure we did not forget the lessons we learned, the bonds we created and the promises we made. I did not want to allow our muscle memory to take us back to old ways of leading industry growth – ways that we agreed through hundreds of online discussions, webinars, meetings and presentations were unacceptable. But the motivation did not stop there. I wanted to understand more closely, and spotlight more visibly, leaders who recognised the pandemic was a humanitarian crisis within the context of our industry. Leaders profiled in this book are those I directly observed tirelessly help to carry our industry through. They never sought fame or praise and as the world reopened, I wanted to ensure they heard, and felt, a genuine, gentle and loving whisper of ‘I see you’ and ‘I thank you’. Q: Why now? I knew that when the world released the pause button and I became busy again, focusing on building the business, I would

THE LEADERS GOVERNMENT Hon. Premier Alan Winde, Premier of Western Cape, South Africa; Hon. Najib Balala, former Minister of Tourism and Wildlife, Kenya HOSPITALITY Malcolm Hendry, Managing Director, Red Carnation Hotel Collection; Marloes Knippenberg, CEO, Kerten Hospitality; Puneet Chhatwal, CEO and Managing Director, Indian Hotels Company Limited 186 WTM London 2023

CRITICAL INDUSTRY PARTNERS Dan Richards, CEO, Global Rescue; Professor Demian Hodari, Professor Corporate Strategy, EHL Hospitality Business School, Lausanne; Rani Raad, former President, CNN International (Commercial) AVIATION Paul Griffiths, CEO, Dubai Airports Authority Willie Walsh, Director General, International Air Transport Association

DESTINATIONS Brad Dean, CEO, Discover Puerto Rico; Fahd Hamidaddin, CEO, Saudi Tourism Authority; Fred Dixon, CEO, New York City Tourism + Conventions; Julia Simpson, President & CEO, World Travel & Tourism Council; Kimarli Fernando, former Chairperson, Sri Lanka Tourism Board

TRAVEL BUSINESS Cyril Ranque, former President, Travel Partners Group, Expedia; Darrell Wade, Chairman and Co-Founder, Intrepid; Gavin Tollman, CEO, The Travel Corporation; Geoffrey Kent, Founder and Owner, Abercrombie & Kent; Matthew Upchurch, CEO, Virtuoso

ABOUT ANITA MENDIRATTA Anita Mendiratta is a globally recognised authority in tourism and development, respected as a strategic advisor, author, diplomat, speaker and on-air/ stage personality. Anita holds several industry leadership positions including Special Advisor to the Secretary General of the United Nations World Tourism Organisation, Strategic Advisor to CNN International, Visiting Professor at Cranfield University, and Executive In Residence at University of Surrey.

embraced as much as those who chose to lead. This is vital to ‘building a better after’. Q: Who is the book’s audience? This book has been written with a distinct centre of gravity. It will interest those aspiring towards leadership positions – in business, government, academia, civil society, or any other field, discipline, vocation or profession – and to the academic sector, leveraging it as a resource for tertiary, graduate and post-graduate students of business management as well as tourism, hospitality and aviation. That said, I believe it can provide inspiration for anyone seeking lleadership lessons as a vehicle for personal growth and development. Q: What did you learn from this project? As much as I am confident in my ability to guide others through crisis, the experience of working with these 20 incredible leaders magnified for me the power of being able to imagine the ‘after’ as being even better than the before.

not be able to focus my time and attention on writing this book. I would put it off, letting the moment pass, regretting for the rest of my life not capturing the time we lived through. Most of all, I would have wasted the time Mother Nature gave me, and all of us, to really learn from our experience of COVID, not just professionally but personally. I would have failed to respect and honour the unsung heroes who helped the world safely reopen again. Q: What are the book's key messages? The instinctive, immediate response of individuals who confidently and courageously lead during a crisis can only be defined as their ‘wiring’ – how they respond in the face of challenge. Their responses are keyholes for understanding the strength that can be unlocked when a challenge occurs. But watching them is not enough. We need to learn from them to recognise our own wiring. By better understanding our wiring, and

therefore ourselves, we have the potential to face future challenges with greater self-awareness, self-appreciation, and even self-care. Good leaders have the wisdom and humility to know they cannot take on a crisis alone. Being crystal clear on what is within one’s control is critical to taking control. When a crisis occurs, information is one of the only elements that can stop the escalation of our thoughts, emotions, and fears. It puts things into perspective. To be deprived of information and to be left alone without leadership that can be trusted, is terrifying. Recognising the need for connection is what sets leaders apart. This is where leadership is a verb and they lead not only with great confidence and courage, but immense compassion. In the aftermath of a crisis, compassion must be shown to all who have suffered and endured that crisis, whatever their decision may have been. Those who chose to leave must be reconnected with the community and

Q: And your favourite chapter? Chapter 11 – 'The Hardest Part: What Leaders Rarely Reveal'. When I wrote the book, leaders gave a voice to the hard, cold reality that when they stood forward, they stood alone. Loneliness was going to be a state of being they had to accept if they were going to protect the people who were counting on them to take care of them and take care of what mattered to them. And they were OK with that because the call to leadership was strong enough to move them forward, alone. We so often and easily forget what it takes to lead through a crisis, especially one that is sustained (for more than two years) with so many unknowns and so much changing in terms of fact versus fiction, and also, so many looking to so few for safety and security, with so much at risk. This chapter was critical to me as it ensured we truly paused to understand and say 'thank you' to those brave enough to lead us all through.

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How can travel change the world? Industry leaders tell us how Travel as a catalyst for positive change “Sustainable travel is not just a trend. It is the future of travel. Travel, when approached with a sustainable focus, has the power to reshape our world. When we choose more responsible travel options, we are not only exploring new places, but helping them to thrive. It fuels local economies, empowers communities and preserves important cultural heritage – protecting them for generations to come. By promoting sustainable tourism at WTM, we can be the catalyst for positive global change, and can create a better world for all. Because travel has the power to change the world. And you have the power to change travel.”

Juliette Losardo, Exhibition Director, World Travel Market London

Promoting an interconnected and harmonious world “Since 2019, Saudi’s focus on tourism has created unprecedented opportunities, with people, the planet and prosperity at the heart of our plans. Today, we are committed to showcasing the essential role that tourism plays in bridging cultures and promoting a more interconnected and harmonious world. This is why we are proud supporters of the ‘Tourism Opens Minds’ initiative launched by the UNWTO during the recent World Tourism Day celebrations in Riyadh. This initiative will encourage tourism leaders and travellers to embrace a more open-minded approach when choosing their travel destinations, extending the positive benefits of tourism to every corner of the globe.”

Fahd Hamidaddin, CEO and member of the board, Saudi Tourism Authority

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Global opportunities mean global responsibilities “So what has to change? We do. We need to be the change we want to see. As professionals we need to act professionally and ethically, and we need to prioritise doing the right thing, not only the most economically beneficial actions. We need to recalibrate and understand what makes valuable, positive, empowering, regenerative, conserving tourism, as opposed to those models which are disrespectful, over-consume resources and exploit people and places. We are a global industry, and with that comes global opportunities, but also global responsibilities, none more pressing than climate change.”

Fiona Jeffery OBE, Founder & Chair, Just a Drop, and former Chair of World Travel Market

Tourism to celebrate the diverse tapestry of humanity “Tourism is a global force for good. Every time we travel, we have the incredible opportunity to uplift local communities, provide livelihoods, and, above all, celebrate the diverse tapestry of humanity. It's a chance for us to create something lasting.”

Fatim-Zahra Ammor, Morocco’s Minister of Tourism, Handicrafts and Social and Solidarity Economy

INDUSTRY RESHAPING LEADERSHIP TRAVEL

Forging connections, on land and by sea “Travel is undoubtedly a force for good. It opens our minds, invites us to experience new places and cultures, and helps us to forge connections. I’ve been a part of Cruise Saudi’s journey since 2022 and it’s been an honor to witness the development of the tourism landscape and how this diversification is opening up new opportunities for Saudi’s local communities. Managing the impact of travel on the environment is important to us and we have exciting plans to announce about what steps we will be taking to ensure many generations to come can explore Saudi by sea.”

Lars Clasen, CEO, Cruise Saudi

Connecting people, advancing economies and communities “During my five decades in hospitality I have witnessed the power of travel. It has the power to bring loved ones and friends together to experience new cultures and to make memories and connections that last a lifetime. Travel unlocks new horizons and has the power to advance economies. From the growth of hospitality, retail, and cuisine to the attraction of investment and talent, travel is the tool that connects our cultures and enables the wealth of opportunities and access that our global community enjoys today.”

Jerry Inzerillo, GCEO, Diriyah Company

Unlocking change for good, for generations “To appreciate how travel can change the world all we must do is reflect on when borders and skies were closed, and we were grounded. How did not travelling change the world? Local communities and enterprises suffered, their economic activity, social connectivity, and hopes broken. National economies suffered, their identities, treasuries, and growth strategies broken. And we all suffered as our hearts, hugs, and handshakes were held back. So much changed, and not for the better, which is why as we are blessed to travel once more. We absolutely must ensure we unlock change for good, for all, for generations.”

Opening hearts, broadening minds, enriching souls “Journeying beyond borders has the power to transform individuals and societies alike. At our iconic The Clock Towers in Makkah – the largest hotel complex in the world – adjacent to the revered Masjid al-Haram, we understand the profound impact of travel. As a global crossroads, we offer more than luxurious stays; we provide a haven for diverse cultures to converge, fostering understanding and unity. Travel opens hearts, broadens minds, and enriches souls. Our one-stop destination, complete with hotels, expansive retail, medical facilities, and childcare, embodies the spirit of connection. Together, through travel, we can forge a brighter, harmonious world, one step at a time.”

Waleed Al Harthi, CEO, The Clock Towers, Makkah

Capturing imaginations, shaping the world “Travel possesses an extraordinary power to shape the world, and Saudi Arabia is at the forefront of harnessing this power by transforming its vast public areas into diverse landscapes that seamlessly blend adventure and culture tourism. Home to breathtaking natural wonders, historical sites and rich cultural heritage, Saudi Arabia boasts a growing portfolio of tourism projects that are currently underway, showcasing our commitment to offering unparalleled destination experiences that capture the imagination of travellers worldwide. We are excited to contribute to the global tourism landscape and invite everyone to explore the beauty and diversity of this remarkable country through Soudah Peaks.”

Eng. Saleh Aloraini, Chief Executive Officer, Soudah Development

Anita Mendiratta, Special Advisor, UNWTO

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INDUSTRY LEADERSHIP

Pulling together to propel human progress Overcoming prejudice and discrimination to promote tolerance “Everyone of us holds the transformative power to change the world, and when individuals unite for this purpose, a brighter future emerges. Travel plays a pivotal role in this transformation, breaking down prejudice, discrimination and stereotypes, fostering cultural exchange, and promoting tolerance. It drives substantial economic growth by generating jobs and bolstering local economies. Travel also serves as a catalyst for environmental awareness, advocating sustainable tourism and conservation efforts. By bridging divides, fostering global cooperation, and advocating responsible practices, travel has the potential to reshape the world and contribute to a more interconnected and harmonious global community.”

Eleni Skarveli, Director, Greek National Tourist Office (GNTO) UK & Ireland

Encouraging a broader world view for all “Travel holds the power to transform the world in several profound ways. As a homegrown brand, a great deal of care and thought is placed into our offerings across Rotana hotels to ensure our guests experience the renowned warmth and culture of Emirati hospitality throughout their stay. Furthermore, the introduction of new technologies and our continuous efforts towards sustainability through Rotana Earth will allow our guests to have an entirely seamless experience and leave a lasting impact. Travellers can return home with newfound insights, conscious awareness, and a broader world view, enhancing connections between people and the world.”

Eddy Tannous, Chief Operating Officer, Rotana

“Travel broadens the mind to new ideas, cultures and experiences. It helps us understand one another and encourages us to pull together for the benefit of everyone. Welcoming 192 countries, Expo 2020 Dubai was the world in one place – a singularly spectacular destination that brought nations together and showed what could be achieved in a spirit of cooperation. It is this spirit that continues at Expo City Dubai, where we believe that a broad coalition of people, working together, can propel human progress to create a more equitable and sustainable future for all.”

Sholto Douglas-Home, Chief Marcomms & Sales Officer Sales, Expo City Dubai

Facilitating dialogue and cultural exchange “By transforming the historic city of AlUla into a major tourism destination, we have had the opportunity to curate a burgeoning arts scene that is fostering the next generation of artists and facilitating dialogue and cultural exchange. We have embarked on journey of rewilding our nature reserves and saving the critically endangered Arabian Leopard; and our archaeology programme is the biggest in the world, with dig seasons uncovering significant findings that are changing the understanding of the history of the region.”

Melanie de Souza, Executive Director of Marketing, the Royal Commission for AlUla

Travel to enhance people and places “In a world facing economic, environmental, and social challenges alongside fast-paced technological advancement, the travel industry is undergoing rapid changes. In other words, the world has changed travel. However, we have seen how important travel is for connection; to learn about, and from, each other. In other words, travel can change the world. Travel should not change people and places; it should enhance them, and our plan for Jeddah’s Al Balad is to preserve the historic integrity of the district while ensuring that it is a modern, accessible, and welcoming destination for all visitors.”

Dr Rawaa Bakhsh, Head of Communications Department, Jeddah Historic District

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The Future is Open. Be the Change. Join the Leading Latin American Travel Event.

São Paulo 15-17 April 2024

Play your part

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INDUSTRY LEADERSHIP

Celebrating our unique qualities and common bonds

e great outdoors is raveller magnet

Pic: Dr Rawaa Bakhsh

Creating better versions of ourselves “Travel can change the world and its people, shaping us into better versions of ourselves when we engage in the culture and traditions of the countries we visit. Embracing the unfamiliar – trying new food or learning a language – all helps form our love and understanding of the world beyond our own front doors. Travel enables us to keep learning when we fully immerse ourselves in the destination. We can’t ignore the impact of travel on the environment and we can change the world if we travel responsibly for the benefit of the planet and future generations.”

Dorota Wojciechowska, Director, Polish National Tourist Office in London

Breaking down barriers, sharing human commonalities “Travel is one of the most impactful activities for breaking down the barriers that separate and divide cultures, nationalities, races, and even neighbouring communities. When we share experiences with others in the places where they live, work and play, we begin to see the commonalities of our shared humanity and become vested in contributing to their prosperity, well-being and peace. Travel has the power to bridge divides and deepen cross-cultural understanding and appreciation, ultimately supporting the vision of the UN’s International Day of Peace. The Caribbean offers a rich experience that embodies the synergistic influence of travel, peace and prosperity.”

Dona Regis-Prosper, Secretary General & CEO, Caribbean Tourism Organisation

“Travel has the power to change people, and people can change the world. Discovering new places and immersing ourselves in diverse cultures can broaden our horizons, fostering a global community where mutual respect and our environments thrive. It's a celebration of our unique qualities and the common bonds that unite us.”

Donovan White, Director of Tourism, Jamaica Tourism Board

A greater appreciation of people and places “Today’s traveller is more aware of both the negative and positive impact they have on the environment when embarking on trips. They have access to more information than they’ve ever had before. As people immerse themselves in new cultures and environments, they become more understanding and have a greater appreciation for the places they visit and the people they meet. This is already changing travel habits, as people strive to be more responsible and seek ways to give back to the places and communities they visit.”

Dana Young, President & CEO, VISIT FLORIDA

Leaving a last legacy for future generations “Travel has the power to change the economic viability of communities and countries around the world to ensure they feel the benefits of tourism. But it must be done in a responsible way to ensure that the environmental impact is positive, rather than leave a mark that cannot be undone. As tourism boards it is our responsibility to work with our partners to develop a tourism product that supports our local communities in a responsible way, leaving a lasting legacy for future generations.”

Carlo Micallef, CEO, Malta Tourism Authority

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ATM YEARBOOK 2022 | 192

WTM London 2023

WTM Yearbook 2023

Articles inside

A year in review

People have the power to change travel

A new era for WTM London