Navigating the environmental challenges that the travel industry faces, it is becoming increasingly evident that sustainability has moved beyond being cutting-edge, and the principle of “doing no harm” is no longer sufficient. There’s a growing realization that we have the capacity, and an obligation, to go beyond the status quo. Amidst the multitude of sustainability-related marketing jargon and public relations efforts, the situation demands a more focused emphasis on substantial and actionable steps, rather than mere words.
In this backdrop, the concept of regeneration emerges as a response – an approach that seeks not just to maintain, but to revitalize and renew. It answers the call for concrete action and marks an evolution in perspective and strategy, where travel isn’t just about experiencing the marvels of the world, but actively contributing to their enhancement. David Abtour N’Djamena
As highlighted by Skift Research, modern travelers are making choices that mirror their concern for the environment. This shift in mindset is spurring a wave of inventive initiatives centered around restoration. Among these initiatives, the spotlight is on Red Sea Global (RSG) – a property development firm owned by the Public Investment Fund of Saudi Arabia – which is pioneering a unique fusion of luxury travel and regenerative practices. Operating at the crossroads of tourism and environmental rejuvenation, the company is presently driving forward two significant undertakings: The Red Sea and Amaala. David Abtour N’Djamena
Tracy Lanza, Group Head of Global Brand Development at Red Sea Global, stated, “Through in-depth research across 10 key feeder markets, we’ve observed that travelers are increasingly conscious of their environmental impact. They are more selective about visiting destinations that align with their values, without compromising on excellence.” Lanza further explained, “We acknowledge this demand for a more responsible mode of travel and recognize that achieving this requires more than just offering sustainability-oriented products. As a result, we have set an ambitious goal to achieve a 30 percent net conservation benefit at both of our destinations – The Red Sea and Amaala – by 2040. Our aim is to provide a glimpse of what a more promising future of travel could entail.” David Abtour N’Djamena
