The MENA region’s travel and tourism industry is embracing sustainability as consumer demand and environmental concerns reshape global priorities. The global sustainable tourism market is projected to grow from $2.2 trillion to $8.7 trillion by 2030, with a CAGR of 18.83%.
Fuelled by eco-conscious travellers, governmental policies, and investments in sustainable infrastructure, key industry players, including airlines, hotels, and tourism boards, are adopting formal sustainability strategies. According to PwC, 80% of businesses in the Middle East have committed to green initiatives, up from 64% in 2023. This shift aligns with regional commitments to the Paris Agreement and the UN Sustainable Development Goals, underscoring a collective push for a greener, more resilient future in MENA’s tourism sector.
This report looks at the biggest sustainability challenges facing the MENA region and how these key players are already looking to solve them.
Biggest challenges in MENA’s travel sustainability
New research from Bain & Company shows that despite 70% of organisations in MENA having clear sustainability targets, 97% are not on track to achieve them. Here are the three biggest challenges for the travel industry:
1. Food waste
The Food and Agriculture Organisation (FAO) estimates that a third of all food produced globally is lost or goes to waste, and the Middle East is a big contributor. In the Middle East, the average person throws away up to 163kg of food per year and during the holy month of Ramadan, daily food waste increases by 60%. Saudi Arabia’s food waste is the highest in the region, standing at 40 – 51% per year, which equates to an annual loss of nearly $11 billion.
For travel businesses, the impact of food waste is significant, particularly for airlines, resorts, and cruise lines. Along with high operational costs and decreased profit margins on food waste, the emissions associated with over-production and discarding are particularly high in areas like in-flight meals, buffet spreads, and large-scale catering at resorts.
“Food waste remains a pressing issue in the GCC region, largely due to the cultural norms and limited options for reuse or recovery.” – Centara West Bay, Qatar
2. Lack of internal expertise
Despite ambitious sustainability goals, 33% of MENA organisations face challenges due to limited internal expertise in sustainability. Many companies view sustainability as risk management rather than a strategic opportunity, with only 40% integrating it into their core strategy. This disconnect leads to siloed efforts, as 80% of organisations report insufficient cross-functional collaboration.
Only 20% verify the feasibility of high-level sustainability targets, often leaving these goals detached from daily operations. This caution, combined with limited adaptability, hinders innovation in sustainable practices. Addressing these skill gaps and fostering a more collaborative approach could help bridge the gap between ambition and actionable change.
3. Developing diverse landscapes
MENA’s diverse landscapes, from arid deserts and mountains to vast coastlines, present a significant challenge for development in terms of infrastructure and new resorts or experiences. They require tailored approaches that often come at a higher environmental and financial cost. For instance, ensuring minimal disruption to fragile desert ecosystems or coastal areas requires specialised construction techniques and materials, which can drive up costs and lengthen timelines. Additionally, limited freshwater resources can complicate efforts, as high water demands for landscaping, maintenance, and hospitality services cause more strain on already scarce supplies.
Balancing the need for rapid economic growth with environmental priorities remains a complex issue. As tourism grows, so does the pressure to expand infrastructure, often pushing sustainable considerations aside in favour of quicker, cost-effective solutions. These structural and resource-based challenges underscore the need for more adaptable, region-specific sustainable development strategies across MENA’s travel industry.
Airlines
As the MENA aviation sector faces growing scrutiny over its environmental impact, regional airlines are actively implementing a range of sustainability measures aimed at reducing their carbon footprint. While aviation contributes about 2% of global greenhouse gas emissions, this impact is compounded by high-altitude condensation trails or contrails, which increase the warming effect to about 3.5%.
With aviation emissions projected to potentially double or more by 2050, the International Air Transport Association’s (IATA) net-zero emissions target by 2050 has placed considerable pressure on airlines worldwide to adopt sustainable practices. Middle Eastern airlines, in particular, have made a nearly 23% reduction in emissions over the past five years, largely driven by investments in sustainable aviation fuel (SAF) and other efficiency improvements.
Fuel efficiency and Sustainable Aviation Fuel (SAF)
Emirates, Etihad Airways, and Air Arabia have all embraced SAF as a cornerstone of their sustainability strategies. Emirates, in partnership with Shell, now has a SAF supply chain at Dubai International Airport (DXB), a hub of its operations. This move is vital for Emirates, which consumed approximately 10.7 billion litres of fuel in the 2022-23 fiscal year. SAF contributes roughly 65% to the region’s emissions reductions, making it an essential component of airlines’ carbon reduction efforts. Etihad, which used 1.8 billion litres of fuel in 2022, has also invested in SAF while adopting fuel-efficient technologies to further minimise its carbon footprint.
Waste reduction and responsible partnerships
Airlines are also addressing one of the biggest challenges, waste, particularly plastics and food. Etihad Airways has rolled out initiatives to cut single-use plastics and manage food waste effectively. Oman Air has taken a community-focused approach by partnering with the Oman Food Bank. By diverting surplus food from its flights to the food bank, Oman Air reduces waste and supports local sustainability initiatives, reinforcing its commitment to social and environmental responsibility.
Kuwait-based Jazeera Airways, the first low-cost carrier in the Middle East to adopt sustainable alternatives to plastic on-board, has introduced biodegradable cutlery made from date palm leaves, cutting plastic waste by an estimated 300kg per month across its 64 destinations. Jazeera Airways also plans to install the Expliseat TiSeat E2 in 2024, a lightweight seat model that reduces aircraft weight by 1.2t. This advancement lessens fuel consumption and enhances passenger capacity, balancing environmental and economic considerations.
A commitment to sustainability long-term
Qatar Airways recently signed a Memorandum of Understanding (MoU) with Virgin Australia to explore joint sustainability projects, highlighting the value of partnerships in achieving environmental goals. Bahrain International Airport has also emerged as a regional leader by achieving carbon neutrality in 2022. The airport has achieved Level 4 Airport Carbon Accreditation and received Silver certification in the Green Airports Recognition scheme, recognising its initiatives to eliminate single-use plastics and reduce carbon emissions for long-term impact.
Meanwhile, DXB has recently earned a Level 4 “Transformation” accreditation from the Airports Council International (ACI), joining the top 5% of airports globally in carbon management.
Hotels
A 2023 study by Booking.com revealed that 73% of travellers prefer accommodations that follow sustainable practices, and MENA hotels are stepping up to meet this demand. This shift aligns with the urgent need for the region’s hotels to reduce their carbon emissions by two-thirds within the next seven years to mitigate climate change. Here’s how.
Tackling food waste and carbon footprint
Rotana Hotels in the UAE have implemented AI-driven food waste management systems, achieving a notable 63% reduction in food waste across their properties. This system closely monitors food production, minimising excess at buffet stations and plated meals, which not only reduces waste by 15% but also cuts down carbon emissions by over 41,000 kg per year.
Centara West Bay in Qatar is also taking proactive steps by monitoring food waste via GreenView, a GSTC-certified platform, and publishes monthly updates on its waste reduction efforts. This initiative aligns with Qatar’s commitment to sustainability and showcases how digital solutions can transform traditional hospitality practices.
Infrastructure
In the UAE, the Emirates Green Building Council works with hotels to promote sustainable design and infrastructure. For instance, Anantara Mina Al Arab Ras Al Khaimah Resort has achieved LEED Gold certification, reflecting its commitment to energy-efficient technologies and water conservation.
In Oman, Six Senses Zighy Bay integrates environmental care into its operations by recycling 80% of its onsite waste and sourcing locally where possible. Additionally, the resort produces its own bottled water through reverse osmosis, and even utilises the salt filtered out for its saltwater pool, which is the largest in the Middle East.
Upcoming resorts are also implementing sustainability from the ground up through infrastructure choices in the planning phases. Zannier Hotel’s latest development, Zannier Zardun, is in the early stages of design and is incorporating local features from climate to heritage to ensure they minimise impact on the surrounding area while providing an elevated service to guests.
“At this point, our primary focus is on eco-friendly design principles. We are planning on incorporating local features such as climate, ancestral customs and language in the development of this new resort. At Zannier Hotels, we believe that sustainability starts with the master plan, then landscaping and then finally, material selection.” – Quentin Guiraud, PR and Communications Manager, Zannier Hotels
Conservation and community
At Jumeirah Al Naseem in Dubai, single-use plastics have also been replaced with sustainable alternatives, such as bamboo and metal straws. The hotel also supports the Dubai Turtle Rehabilitation Project, which rehabilitates and releases endangered species like hawksbill and green turtles. This initiative highlights a dual commitment to environmental sustainability and local conservation efforts, enhancing the hotel’s ecological footprint while fostering community engagement.
In Jordan, the Feynan Ecolodge in the Dana Nature Reserve sets a benchmark for sustainable tourism by reinvesting over 50% of its revenue into the local community. The lodge primarily operates on solar energy, and its staff are from local families, ensuring that the economic benefits of tourism stay within the community. This model of ecotourism prioritises environmental stewardship and supports local livelihoods, offering guests an authentic experience rooted in cultural and environmental respect.
Saudi Arabia’s ambitious NEOM and The Red Sea Project are redefining luxury tourism with a strong focus on environmental preservation. NEOM aims to be powered entirely by renewable energy, while The Red Sea Project plans to achieve a 90% reduction in waste sent to landfills and is committed to coral reef conservation. These initiatives embody Saudi Arabia’s efforts to balance luxury tourism with ecological sustainability, setting new standards for sustainable development in the region.
“An increasing number of guests are inquiring about our sustainable practices. For us, building a legacy with local communities is of utmost importance, as we are witnessing an increasing demand for genuine and respectful encounters with people. Guests are not only asking for original and authentic experiences, but they also show a deep interest in our sustainability efforts and the actions we take to support these values.” – Quentin Guiraud, Zannier Hotels
Plastics and renewable energy
Qasr Al Sarab by Anantara in Abu Dhabi has also taken significant steps to reduce plastic and conserve energy. The resort eliminated plastic water bottles in favour of biodegradable alternatives and powers much of its hot water needs through solar energy, decreasing conventional energy usage by 80%. Additionally, it recycles greywater for garden irrigation and creates compost onsite, supporting an organic vegetable garden that supplies fresh ingredients for the resort’s restaurant.
Similarly, Bahrain’s Four Seasons Hotel Bahrain Bay conserves resources by recycling 100% of its wastewater for irrigation and using environmentally friendly cleaning products. The hotel also promotes energy savings by changing linens and towels every three days, reflecting an ongoing commitment to responsible resource management.
Tourism boards
The global tourism industry is predicted to be responsible for around 8% of global greenhouse gas emissions. In response, tourism boards in MENA are adopting some of these sustainability strategies to cater to environmentally conscious travellers while preserving the natural and cultural heritage for which MENA is known.
As 85% of consumers have shifted their purchasing habits towards sustainability over the past five years, it’s important for destinations to react to this.
Red Sea coral conservation
The Egyptian tourism board has launched a $14 million initiative dedicated to conserving the Red Sea‘s vibrant coral reefs, a renowned diving destination. This initiative aims to mitigate damage caused by overfishing, pollution, and increasing visitor numbers. Key measures include the creation of protected marine zones and the enforcement of sustainable fishing practices. By preserving its unique marine biodiversity, Egypt is positioning itself as a leader in eco-tourism while ensuring that its natural wonders remain accessible to future generations.
Saudi Arabia’s Red Sea Project also exemplifies large-scale sustainable tourism with a focus on economic growth and environmental preservation. To protect the Red Sea’s 4,000 km stretch of coral reefs, the project designates nine islands as conservation zones, with 92 islands to remain pristine. This initiative aligns with Saudi Arabia’s Vision 2030 and aims to balance development with ecosystem protection. Once completed, the project is expected to generate $5.3 billion annually, illustrating the potential for conservation-based tourism to support both environmental sustainability and economic resilience.
Commitment to cultural and ecological preservation
The ancient desert landscape of AlUla in Saudi Arabia is transforming into a sustainable tourism hub that respects both its cultural heritage and natural environment. To achieve this, the AlUla tourism board is implementing eco-friendly infrastructure and promoting low-impact development to minimise the environmental impact of tourism. This initiative allows visitors to explore AlUla’s 2,000-year-old historical sites while supporting eco-tourism practices. AlUla’s approach underscores the potential for tourism to harmonise cultural preservation with sustainability, setting a standard for responsible tourism in the region.
In Dubai, they are finding a balance between tourism and preserving heritage by bringing Dubai’s history back to life. The Dubai Historical District, close to Dubai Creek, is undergoing a regeneration project to become a cultural hub for visitors. There are 60 key attractions, including Al Shindagha Museum, Saruq Al-Hadid Museum, and Al Fahidi Historical Neighbourhood, that showcase Emirati heritage. From traditional trading stores to museums, these attractions will be available with tour guides for the best and most authentic experience.
Destination eco-marketing
Located near the UAE-Oman border, the UAE’s Hatta Master Development Plan serves as a model of sustainable tourism development. Hatta is being developed as an eco-tourism destination that showcases the UAE’s natural beauty while prioritising environmental stewardship. The plan includes eco-lodges, sustainable transportation options, and eco-friendly recreational facilities.
Change through policy and initiatives
Tourism boards that put policies or initiatives in place to incentivise travel businesses to become more sustainable are leading from the top down. Dubai’s Sustainable Tourist Stamp was introduced in 2023 to encourage hotels to adhere to 19 sustainability requirements. Areas covered range from local community engagement and guest education to waste and water management plans.
The system, from Dubai’s Department of Economy and Tourism (DET), is tiered to provide hoteliers with a gold, silver, or bronze rating. These can be used in marketing for the hotels to stand out among travellers while also advancing sustainability efforts in the region. As a result of the program, 70 hotels have been awarded stamp recognition in 2024.
Alongside sustainability initiatives, Dubai sets the example for development and urban design policy with its planning strategies that aim to hit New Zero by 2050. Expo City Dubai, for example, was designed purely with sustainability in mind and led to Dubai hosting the UN Climate Change Conference (COP28) in 2023.
The tour operators’ role in sustainable tourism
Tour operators are pivotal in guiding travellers toward sustainable travel practices, curating experiences that minimise environmental impact and support local communities. This approach is especially valuable in MENA, and by promoting responsible tourism and reducing overcrowding, operators can help preserve these destinations for future generations. Here’s how tour operators can and have been doing this.
Go paperless
By choosing digital receipts and itineraries, tour operators and hotels reduce paper usage and minimise waste. More than this, they can provide travellers with a seamless digital experience with everything they need on their phone. Win-win.
Leading by example
Operators who advocate and work with eco-conscious hotels or destinations lead by example and set a standard for travellers to follow. Qatar’s Centara West Bay, for example, encourages eco-conscious habits by providing separate rubbish bins and sending monthly waste management notifications to guests via email. These can be used in marketing and to highlight ‘walking the walk’ to travellers looking for sustainable hotels.
Find partners who are making a difference
Partners shouldn’t wait for financial reasons to become more sustainable, so look for creative partners who are already making progress. In Qatar, for example, some hotels partner with Qatar Red Crescent to provide donation boxes for unwanted items, enabling guests to contribute positively to the community. Participation in global sustainability events, like Earth Day or World Environment Day, also encourages travellers to engage in local conservation activities, strengthening the connection between tourism and environmental stewardship.
Promoting off-peak travel
To manage visitor impact, operators can guide travellers to off-peak seasons, alleviating overcrowding at popular sites. By showcasing lesser-known destinations, they help distribute tourism benefits more evenly across regions, reducing the environmental strain on heavily visited locations. In destinations like Petra in Jordan and Giza in Egypt, where preservation is crucial, this approach mitigates the impact of mass tourism.
In summary
Sustainability in MENA’s travel and tourism sector is everyone’s responsibility, and while it’s clear many organisations are putting their best foot forward, there is still a long way to go. Being able to put sustainability on a list of essentials when looking at business operations, rather than it being a ‘nice to have’ will go a long way to making noticeable changes on our impact on local experiences and regions for years to come.
