How the media is helping drive sustainable tourism in the UAE

Campaign ME

22-05-2025

The UAE is known for its unique skyline, luxury resorts and larger-than-life attractions. But recently, the country has been shifting gear, putting sustainable tourism at the heart of its hospitality and travel industries. Abu Dhabi, in particular, is leading the charge with big plans to grow its visitor numbers while keeping things eco-friendly. And the media has a role to play in making sure these efforts don't go unnoticed.
Abu Dhabi isn't just looking to bring in more tourists; it wants to do so in a way that benefits both the environment and the local community. The Emirate's Tourism Strategy 2030 aims to increase visitor numbers from nearly 24 million in 2023 to 39.3 million by 2030 – an impressive 7 per cent growth each year. But instead of only building more hotels and attractions, the focus is on sustainable tourism, ensuring that visitors experience Abu Dhabi in a way that preserves its natural beauty and culture for generations to come.
A great example is Etihad Airways' new complimentary Abu Dhabi pass for its passengers. Not only do visitors get a free tourist SIM card with 10GB of data (perfect for Google Maps and Instagram), but they also get unlimited access to public buses and a 24-hour hop-on-hop-off bus pass. This makes it easier for tourists to explore Abu Dhabi without relying on taxis or rental cars, helping reduce carbon emissions in the process.
Sustainable initiatives like these are fantastic – but only if people know about them! That's where the media comes in. From highlighting eco-friendly hotels and restaurants to covering government policies on sustainability, media outlets play a crucial role in making sustainable tourism something that both businesses and travellers actually care about.
Spreading the word
When major publications cover sustainability efforts, it puts the pressure on tourism operators to step up their game. It also helps educate tourists – because let's be real, most of us don't always think about how much water a hotel uses or whether an attraction is harming local wildlife when we're planning a trip. But the more we talk about these things, the more they become part of everyday travel decisions.
A few hotels in the capital have been instrumental in the change to be more sustainable and environmentally friendly. For example, Jumeriah Saadiyat Island Resort, the first hotel in the capital to install filtered water stations (still and sparkling, no less!), provides every guest who checks in with a reusable bottle to drink from as opposed to using disposable plastic bottles.
Fairmont Bab Al Bahr was the first in the city to have its own filtered water bottling plant within the resort, offering filtered (essentially, tap) water to guests in the hotel, reducing plastic waste and offering guests better value (not having to pay for bottled water is a huge saving).
At Abu Dhabi Review, we've made it a point to showcase eco-conscious tourism in the UAE. Whether it's covering hotels that are going plastic-free, restaurants sourcing local ingredients, or new transport initiatives that make the city more accessible without a car, we're always looking for ways to shine a light on sustainable activations in the city.
We also love talking to the people behind the change – whether on the website, or on our Podcast, The ADR Chat – from chefs using farm-to-table concepts, to sustainable fashion advocates creating spaces for people to recycle their clothes. The more we can share these stories, the more we can inspire both visitors and businesses to make sustainable choices.
The UAE's tourism industry is evolving, and sustainability is no longer just a buzzword, it's a real part of life. The 2025 Hilton Travel Trends Report reveals 84 per cent of respondents are actively looking for eco-friendly travel options and sustainable practices. And a recent Fast Company article, citing research from the Marriott Bonvoy hotel group, says 'Sustainability is gaining prominence, with 87 per cent of UAE travellers and 82 per cent of Saudi Arabian travellers factoring in the environmental impact of their travel plans.'
Clearly, with more travellers looking for eco-friendly experiences, Abu Dhabi is proving that luxury and sustainability can go hand in hand. And with media platforms helping amplify these efforts, we're helping ensure that responsible tourism isn't just an option; it's the future.
By Asha Sherwood, CEO & Founder, Abu Dhabi Review