Sustainability leads tourism transformation

The Middle East has become one of the most active regions in reaffirming its stance on tourism and sustainable transformation. This year’s World Tourism Day theme, ‘Tourism and Sustainable Transformation’, connects well with the region.

Dr Shehara Fernando

This year’s theme for World Tourism Day is a reminder that tourism is more than just about destinations and experiences — it is stewardship of cultural heritage, preservation of natural landscapes and, most importantly, empowerment of local communities. Over the years, we have witnessed how the Middle East has been setting new benchmarks by aligning tourism with green mobility, renewable energy, eco-conscious hospitality and digital innovation, all while remaining rooted in heritage and traditions. The Middle East has set an example as a catalyst for sustainable transformations. TRAVTALK speaks with industry leaders about their plans for the year.

Julia Simpson, President & CEO, WTTC
World Tourism Day is a celebration of Travel & Tourism’s power to inspire, connect and create lasting prosperity. This year’s host, India, embodies the spirit of ‘Tourism and Sustainable Transformation’, showing how investment in sustainable infra, digital innovation and resilient communities can drive growth that endures. By uniting vision and action, we can protect cultural and natural treasures.

Fahd Hamidaddin, CEO, Saudi Tourism Authority & Vice Chair, TOURISE
This year, on World Tourism Day, we reflect on our achievements and consider the path ahead. Tourism is, now more than ever, fundamental to building understanding. It inspires and transforms, showing us that we exist in symbiosis with our surroundings. From AlUla to the Red Sea, Aseer to NEOM and beyond, sustainability is at the heart of our developments.

Natalia Bayona, Executive Director, UN Tourism
Tourism is growing at a remarkable rate, most notably in the Middle East, where arrivals are up by more than 40 per cent from pre-pandemic numbers. But growth alone is not enough. It needs to be sustainable, and by that we mean it must deliver decent jobs for all and drive long-term change for both economies and communities.

Yamina Sofo, Director – Marketing & Sales Office GNTO GCC
We will use the occasion of World Tourism Day to spotlight Germany’s sustainable travel offerings to GCC travellers through our regional channels. Our focus will be on showcasing eco-certified stays and low-impact travel options that combine memorable experiences with environmental responsibility. For GNTO, sustainability has always been a core pillar in shaping our strategies.

Paul Stevens, COO – Middle East, Africa and Turkey (Premium, Midscale & Economy), Accor
World Tourism Day is a chance to reaffirm our commitment to responsible hospitality. This year, we have launched ‘Skip The Clean’ across all Premium, Midscale & Economy hotels in MEA, empowering ALL members to opt out of daily housekeeping in exchange for reward points, reducing water and energy use. From Dubai to Jeddah, across our network, Heartists are leading sustainability activations.

Carlos Ruiz González, Director, Spain’s Tourist Office for GCC Countries
In Spain, we know you love travelling and we celebrate tourism every day by warmly welcoming our visitors. We are also aware that a responsible environmental approach is something tourists look for more and more in their holiday destinations. Spain is committed to transitioning towards fully sustainable tourism, so that you can learn about our cultures, explore our villages and breathe the pure air.

Iftikhar Hamdani, Area GM – Northern Emirates, Bahi Ajman Palace Hotel and Coral Beach Resort Sharjah
In celebration of World Tourism Day 2025, Bahi Ajman Palace Hotel and Coral Beach Resort Sharjah will open its doors to inhouse guests for a special showcase of its leading sustainability initiatives. Guests at Bahi Ajman Palace Hotel will have the opportunity to witness the hotel’s air-to-water technology in action — an innovative solution to reduce single-use plastic by generating drinking water from air.

Darren Seah, Executive Director – ITB Asia, Messe Berlin Asia Pacific
As we celebrate World Tourism Day on 27 September under the theme ‘Tourism and Sustainable Transformation’, it is a reminder of our collective responsibility to shape a resilient and forward-looking tourism ecosystem. At ITB Asia, our vision has always been to serve as the leading platform for the Asia Pacific travel industry — fostering meaningful connections.

Dinkar Dasaur, General Manager – UAE, Satguru Travel
This year, Satguru will celebrate World Tourism Day by highlighting the importance of responsible and mindful travel. We aim to encourage travellers to see tourism as more than just visiting destinations, a way to build connections, appreciate diversity and create meaningful experiences that enrich both people and places. Sustainability in tourism begins with awareness and conscious choices.

Anna-Marie Dowling, GM, Nofa Riyadh, A Radisson, Collection Resort, Saudi Arabia
At Nofa Riyadh, a Radisson Collection Resort, we believe true luxury lies in responsibility. This World Tourism Day, we proudly celebrate ‘Tourism and Sustainable Transformation’ by showcasing the many ways we embed sustainability and community care into every aspect of our operations. From greywater recycling to food drives, we go beyond hospitality — we create a positive impact.

David Allan, Cluster GM – UAE, Radisson Hotel Group
Radisson Hotel Group is marking World Tourism Day by spotlighting the real power of travel — its ability to connect people, protect the planet and support local communities. The focus is on sharing real stories that inspire responsible tourism, celebrating team efforts in sustainability and encouraging guests to travel consciously. We are taking ‘Tourism and Sustainable Transformation’ theme to heart.

Emre Kocamustafaogullari, General Manager, Radisson Blu Hotel, Doha, Qatar
World Tourism Day is a perfect time to reflect on how hospitality can support a sustainable future. At Radisson Blu Hotel, Doha, we are celebrating ‘Tourism and Sustainable Transformation’ theme with meaningful initiatives. We are partnering again with Seashore Recycling and Sustainability Centre for a beach clean-up, helping keep Qatar’s environment clean and raising recycling awareness.

Saleem Sharif, Deputy Managing Director, ATS Travel
World Tourism Day 2025 reminds us that tourism is not just about where we go, but how we get there — and what we leave behind for future generations. This year’s theme, ‘Tourism and Sustainable Transformation’, is especially close to our hearts at ATS Travel. We are proud to be among the first TMCs in the region to turn sustainability from a vision into practical action.

Nadeem Ulde, GM, Ali Bin Ali International, Travel & Tourism
World Tourism Day is a powerful reminder that tourism is not just about destinations it is about creating meaningful impact. This year’s theme, ‘Tourism and Sustainable Transformation’ reflects the path we must all take. At Ali Bin Ali Travels, based in Qatar, we are committed to promoting travel that supports local communities, preserves cultural heritage and respects the environment.

Petr Dubsky, GM, The Diplomat Radisson Blu Hotel, Residence & Spa, Bahrain
World Tourism Day is a meaningful reminder of why we are proud to call Bahrain home. At The Diplomat Radisson Blu Hotel, Residence & Spa, we shall be celebrating by sharing the Kingdom’s story with our guests, from the warmth of its people to the blend of rich culture, stunning landscapes and traditions, creating memorable moments as they explore the island’s vibrant atmosphere.