Innovation drives regional sustainable tourism growth

Industry experts at ATM 2025 highlight regional innovation in traveller safety, cultural preservation, and cross-border collaboration as essential pillars of sustainable tourism growth

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THE global travel landscape is increasingly complex, influenced by climate change, environmental concerns, and changing traveller expectations. In the Middle East, destinations are proactively adapting their tourism strategies to tackle these challenges by focusing on resilience, innovation, and long-term value. The region is addressing issues such as extreme weather, shifting consumer behaviours, and geopolitical pressures with agility and ambition.

According to UN Tourism, international tourist arrivals reached 1.4 billion in 2024, marking a 99% recovery to pre-pandemic levels and an 11% increase compared to 2023. The Middle East led this rebound, recording arrivals that were 32% higher than in 2019, making it the fastest-recovering region worldwide.

At Arabian Travel Market (ATM) 2025, panellists at the session on "Redefining Tourism Products in Uncertain Times", held in partnership with the Global Travel & Tourism Resilience Council, discussed how the Middle East is innovating to ensure traveller safety, preserve cultural and environmental assets, and enhance its appeal as a trusted, forward-thinking destination.

Ghada Shalaby, Executive Director, Egyptian Hotel Association, said: "Over the past decade, Egypt has faced several challenges, and we wanted to tailor make our approach to the tour operators and to the end consumer as well... especially during the COVID-19 pandemic when we communicated our health and safety procedures. By the end of 2023, we had reached our big figures for tourist arrivals, which continued into 2024."