Preservation of local heritage and culture; the impact of climate change; preserving scarce water resources: not long ago, such ideas barely featured in the lexicon of the global travel industry. Now, thanks to much greater societal awareness, the urgency for action on climate change, loss of biodiversity, and global resource depletion, the concept of sustainable tourism is at the front and center of the industry’s future development. The global pandemic has, if anything, accelerated this powerful trend as a ‘new normal’ emerges for responsible tourism worldwide.
Nowhere is the idea of sustainable tourism more alive than here in Saudi Arabia. The Kingdom’s visionary leadership leaves no stone unturned to protect pristine natural environments, rich cultural heritage, and vibrant local communities. Diversifying the economy and developing tourism infrastructure that safeguards the environment is a key imperative for the Saudi Vision 2030. AMAALA, one of the three prestigious developments of the Red Sea Riviera, will play a central role in realizing this incredible vision.
“Inspired by the extraordinary natural beauty of the pristine Red Sea and its unique local heritage, AMAALA will reimagine the future of sustainability for the Kingdom—both environmentally and socio-economically,” noted John Pagano, Chief Executive Officer (CEO) for AMAALA. “Our belief is that this goal should be achieved first and foremost through better business practices. Businesses and industries are responsible for natural resource depletion on a vast scale worldwide. At the same time, the potential for improvement is equally large—through the wholesale adoption of sustainable business practices.
(Image credit: AMAALA)
“At AMAALA, we are reaching a new frontier: a destination where environmental and human wellbeing is protected and promoted at every step—from enhancing the natural environment to creating sustainable (and breathtaking) experiences for guests. We have focused on how AMAALA can best meet the goals of the Saudi Arabia Green Initiative, which aims to plant 10 billion trees or rehabilitate 40 million hectares of degraded land. Once we accomplish this goal, it will represent an astonishing four percent of the global drive to reverse land degradation and one percent of global efforts to plant one trillion trees.”
The target also helps place the Kingdom at the heart of regional efforts to meet international targets on environmental projects, including the United Nations’ Sustainable Development Goals (SDGs) and the circular carbon economy (CCE) targets to manage greenhouse emissions across the world.
“AMAALA has fully aligned with all 17 SDGs and factors these principles into all planning and decision making across the business, yet also aims to set new standards wherever possible which can ultimately become a new benchmark for the industry,” adds Pagano.
Breaking New Ground
With these ambitions, AMAALA is breaking new ground in sustainable tourism. With the industry still waiting to see such a project delivered at this scale, developers behind the mega-project are acutely aware of the responsibility on their shoulders and the need to get it right. Consequently, considerable time and care have been taken to review the existing natural capital in the AMAALA project and plot a careful way forward.
Pagano continued, “The journey we have embarked upon seeks greater value for the environment and the nation by tackling complex issues. Guided by an ambitious understanding of what sustainability means, clarity around who it impacts, and a determination to lead by example, a long-term approach has emboldened AMAALA to go beyond just sustainability—to not only protect the natural assets and prevent them from harm, but to give back to the environment and enhance habitats, wildlife, and surrounding community.
(Image credit: AMAALA)
“Tomorrow’s traveler is increasingly aware of their impact on delicate ecosystems and communities, and as destinations of the future, our projects need to not only meet these changing demands but lead the way in transforming the tourism sector. AMAALA will therefore showcase its ambitions through transformative guest experiences that reimagine the future of sustainable luxury. By creating a world-leading destination that allows visitors to both satisfy their thirst for travel and also has a positive impact, AMAALA offers a tantalizing proposition: guests take care of themselves and the planet, safe in the knowledge that their stay is an investment in a sustainable future. To deliver this, our strategy is founded on priorities that drive sustainability forward in a balanced and innovative way while setting the standard for an industry-pioneering level of ambition.”
Planning for the Future
In order to successfully mobilize sustainability as part of AMAALA’s core operating model while creating unique experiences and an enduring legacy for the Kingdom, the development is centered around three game-changing priorities: creating natural harmony, shaping an Arabian legacy, and curating inspirational experiences. These priorities unite all the elements of the AMAALA ecosystem to achieve cohesion across financial, social, and environmental sustainability. It allows for all stakeholders—from industry partners to visitors and guests—to clearly understand how they are each part of something bigger, while recognizing that one cannot truly succeed without the other. This will build a strong foundation to strengthen AMAALA’s sustainability credentials long into the future.
With ecological capital at the heart of AMAALA’s brand and value proposition, the first priority is to preserve natural capital. Pagano explained that this rests on AMAALA’s profound responsibility to protect and enhance the Kingdom’s unique marine and coastal ecosystem. “We are setting out to enhance marine and terrestrial natural capital, deliver carbon-neutral operations, drive optimal resource management and create a knowledge base to position AMAALA as a sustainable leader,” he added. “As such, we are working tirelessly and passionately to deliver carbon-neutral operations by 2025; sustainably source 50 percent of all food by 2030; and contribute to zero waste to landfill.”
(Image credit: AMAALA)
With economic diversification and job creation integral for Kingdom’s and the region’s development, AMAALA will also pioneer inclusive growth and legacy impacts. This will serve as the core ambition to create an Arabian legacy at AMAALA, positioning the destination as a beacon for regional transformation. AMAALA will be a significant creator of jobs, employing around 25,000 directly while generating a further 25,000 indirect and induced opportunities.
While operational and business practices drive an organization’s impact on the environment, the importance of educating and instilling sustainable behaviors amongst guests cannot be understated. AMAALA’s success as a sustainable luxury destination will equally hinge upon the ability to inspire and motivate guests. Eco-education and engagement will be a core part of wellness practices at AMAALA, whereby guests will undertake a journey of self-transformation and renewal through sustainable experiences—from state-of-the-art scientific marine research and hands-on conservation to the opportunity to renew their health and lifestyle commitments.
Collaboration is Key to Long-Term Success
On this ground-breaking journey to achieve world-class levels of sustainable tourism development in the Kingdom, AMAALA is harnessing the collective strength of local, regional and international stakeholders. This includes constructive and cooperative efforts with key strategic partners such as the Saudi Energy Efficiency Center (SEEC), Ministry of Energy, Saudi Arabia Ministry of Environment, Water and Agriculture (MEWA), amongst many others.
Pagano concluded, “We are confident that these collaborations will prove successful in helping place AMAALA on the world map as a true pioneer of long-term sustainable development in Saudi Arabia, showing how the economy, society, and environment can all thrive together and make a lasting difference for future generations.”
This feature appeared in Environment, Coastal & Offshore (ECO) Magazine's 2021 Summer edition, to read more access the magazine here.
