Natural And Eco Tourism In Dubai Tourism Essay

Tourism is a fast-growing industry, but with the credit crunch in 2008, figures have dropped as people have less money to spend as a tourist all over the world. Many countries rely on tourism sector greatly as the income generated by this sector is easily planned to be invested in other sectors of the country like education, sports, defence and health.

Economic recession has led to increase in oil prices. These fluctuating oil prices result in the airline industry imposing further fuel surcharges to cover higher costs, which have to be met by the consumer through increased air ticket prices. This has put the consumer off travelling during the expensive periods. Unfortunately, the tourism sector these days is experiencing not only economical disasters but other emerging issues as well. In order to look at the whole scenario of travel and tourism industry in terms of latest alarming situations (decreased access to natural resources for the local communities and environmental degradation) let’s take Dubai as a destination. In this context, we will particularly look at the destination not economically but ecologically and naturally specifically.http://t2.gstatic.com/images?q=tbn:ANd9GcQ5CEJ5GGFrNM6u6mXLPX17O856OyMIPO_xUPmcR5o89jjkxOXh

Infrastructure of Dubai

The Dubai government Department of Tourism and Commerce Marketing (DTCM) is the main organisation for the promotion and development of tourism in the emirate. The department has taken over the licensing of hotels, hotel apartments, tour operators, tourist transport companies and travel agents. It has a supervisory role covering all tourists, archaeological and heritage sites, tourism conferences and exhibitions, the operation of tourism information services and the licensing and organisation of tour guides. The government provides on-going development to the infrastructure, and the recent opening of the port Rashid cruise line terminal is just one of a series of innovation aimed at widening the total tourism product base within Dubai. It is hoped that this terminal will do for cruising what the opening of Dubai Duty Free did for air traffic arrivals. The government has a direct stake in the tourism sector through the development and ownership of a number of the major hotels as well as spectacular theme parks such as Wild Wadi. This investment is not just a matter of expenditure: it is clearly demonstrating that quality must be paramount. http://t2.gstatic.com/images?q=tbn:ANd9GcQQeds-zs-P2La2ChQp9qvZfpxcvmC8cse3NVJcGeUGbl_Vhtsb

The DTCM had set an aggressive target of attracting 15 million tourists by the year 2010, which they have achieved. Projections for the immediate future are summarised in the following figure.

Targets for Dubai’s tourism future

Year

Dubai hotel guests (Millions)

Dubai hotel beds (Thousands)

2003

5.24

39.8

2004

6.08

48.2

2005

7.06

55.9

2006

8.19

64.8

2007

9.49

75.2

2008

11.01

87.2

2009

12.78

101.2

2010

15.00

117.3

2011

18.24

122.7

Such targets are not over-ambitious for DTCM. Expatriates and foreign visitors can enjoy a relaxed and pleasant life style in Dubai. There is virtually no crime, apartments and villas are modern and spacious, and the climate greatly appeals to those who enjoy warm weather. There are many clubs and societies in Dubai. Freedom of worship is allowed for all religions. Foreign newspapers, magazines, films and videos are all available. Alcohol may be consumed in hotels and in licensed club premises. Women can drive and move about unaccompanied. In 2002, free hold ownership for UAE nationals as well as expatriates in certain select property developments was introduced in Dubai and 25 years mortgage loans become available. Initially focus was centred on the Palm, Dubai Marina, and other developments of Emmar properties but after the completion of these projects new man made wonders are forthcoming. The potential for visiting friends and relatives will thus be substantially increased.

The Palm had already been described as the “8th wonder of the world” and was the sort of project that some say could only have taken place in Dubai. It consists of two massive, artificial islands: the Palm Jumeirah and the Palm Jebal Ali. Each island is being built in the shape of a palm tree consisting of a crown of 17 fronds, a trunk and a surrounding crescent island, the back of which forms a protective break water. Each island is approximately six kilometres long and 5.5 kilometres. Together they will add nearly 120 kilometres of much sought-after coast line to Dubai.

Approximately 3000 homes and at least 40 luxury hotels have been built on each island, capable of birthing a total of 400 yachts. The Palm is just one of several Nakheel residential projects: others include the World, Jumeirah Islands, Jumeirah Lake Towers and the Gardens.

Dubai will continue to improve the destination’s infrastructure, and the following are just some of the developments that are either already planned or completed or in actual construction or development to support visitor growth targets:

Hydro polis- the world’s first under water hotel

Dubai airport expansion to handle 70 million passengers by 2016

Dubai Festival City-4 kilometre site along the Creek

Dubai land the region’s biggest tourism project aiming for 200,000 visitors a day- to include five themed leisure areas and the Mall of Arabia, the World’s biggest mall

Extending Dubai Railway project

Burj Dubai the world’s tallest tower

The emirate contained a mix of natural and cultural attractions that formed the basis of a very marketable leisure tourism product. The existing natural attractions included:

Miles of clean un-crowded beaches along the shores of Arabian Gulf http://t1.gstatic.com/images?q=tbn:ANd9GcQ00bEjqDhgeTP_RaZMGxiHhDFPdfphroNR6kutwq75Ed-yFtcFFA

A subtropical climate with average temperatures of 18 C in January 33 C in July and annual precipitation of less than 150mm,contributing to a yearlong tourist season

The availability of water sports of all year around in the gulf

Desert dunes for a variety of outdoor activities and leisure pursuits

The Hatta Mountains for Wadi-bashing and other adventurous pursuits

The Al Maha environmental conservation reserve, the base for the re-introduction of the Arabian Oryx.

Dubai is a migratory crossroads in both spring and autumn for many bird species.

The Khor Dubai Wildlife sanctuary is home to one thousand Greater Flamingos.

Dubai also had a strong cultural heritage to exploit for tourism purposes. Important elements of this cultural attractiveness to western visitors include:

The exotic middle eastern atmosphere associated with the hustle and bustle of the Souks and dhow Wharves along Dubai Creeks

The distinctly Middle Eastern architecture of the wind towers , Mosques and palaces

The traditional welcoming and hospitable culture of the Arab world

Mass and sustainable tourism

Mass tourism is the result of advancing in the means of technology especially air, rail and road. The comfortable aircrafts with essential in flight services and many more to offer the passengers have made travelling fun and simple. Since having the foreigners in a country for pleasure or holidays in great numbers have left many negative impacts in the past therefore the need of the sustainability was felt. In past, mass tourism has threatened the destinations with cultural, environmental, social, religious and economical impacts therefore; the urge to develop the tourism sector became necessary for tourist boards and governing bodies. This led to sustainable tourism. http://t3.gstatic.com/images?q=tbn:ANd9GcQvy1JvgM6QidDTw6dR41a7XNKXd04pE2Z2VQ3VAkZ8_sfiHRJB

Sustainable tourist activity, on the contrary, encompasses being sensitive to the cultural, religious and environmental and social aspects of a particular destination, aiding the environment and fostering the local economic growth through travel and tourism activities. Sustainable tourism surrounds the ideals of protecting and not disturbing the natural resources and maintaining the good relationship with the host population.

Going back to the example of Dubai as a destination, in past due to the weather, gold, tax free country, and Dubai airport facilities and duty free, safaris, luxurious accommodation etc., the destination has confronted with the mass tourism. Traffic, noise pollution, litter pollution, fights with the local community and crimes made the authorities alert and minimize the negative effects of the tourism despite of its economical advantages. DTCM the tourist board of strategic planning in the country thus, implemented the plan to restrict the infinite number of tourists. The figure above states that clearly which can only be undergone by a destination that follows sustainable tourism policy.

Looking at the marvellous, unique projects of Burj ul Arab, Safari, water sports, Dubai Mall etc. the evidences that a destination may have to support Sustainable tourism. It is obvious that Dubai’s main industry is not Oil but tourism. Even many forthcoming events and projects will keep attracting the tourists from all around the world. Sustainable tourism means to meet the present demands of the tourists without risking the future of the destination which is very apparent in DTCM’s planning. All the resources of the country are well planned and utilized to serve the tourism sector. Eco, Natural, Cultural tourism are the elements that unveils the well management and strategic scenario of the destination.

Acceptance of a Cosmo-Politian lifestyle

Although these natural and cultural assets have clearly contributed to Dubai s success as a destination, it is very important to emphasise that they have been greatly enhanced by ambitious investments in the tourism infrastructure on the part of both public and private sectors. http://t3.gstatic.com/images?q=tbn:ANd9GcTFfNT_QL9Deu-0yevTkJPQfRCJn0NWYDPdwesha_pGXYawgJOc

Destination Dubai

United Arab Emirate (UAE) comprises seven members: Abu Dhabi, the capital city, Dubai, Sharjah, Ajman, Umm Al Quwain, Ras Al Khaima and Fujairah. Dubai, with an area of 3885 square kilometres, is a second largest emirate. It is situated on the banks of the Dubai creek, a natural inlet from the Arabian Gulf, which divides the city into Deira District to its north and Bur Dubai to its South, the city ranks as the UAE’s most important port and commercial centre. Along the Arabian Gulf coast there are off shore islands, coral reefs and Sabkha (salt marshes). Stretches of gravel plane and sandy dessert characterise the inland region. To the east, a range of mountains lie close to the Gulf of Oman and forms a back bone through the Mussandam peninsula. The western interior of the country, most of it in Abu Dhabi, consists mainly of desert interspersed with oases.http://t1.gstatic.com/images?q=tbn:ANd9GcSjkF0Jjz6PAvFd4pMa2m1dYkScE5EREigE2N3ZhEvVd4lKQ87t

The emirate embraces a wide variety of scenery in a small area. In a single day, the tourists can experience everything from rugged mountains and owe inspiring sand dunes to sandy beaches and lush green parks from dusty village to luxurious residential districts and from ancient houses with wind towers to ultra modern shopping malls.

Tourism in Dubai

The impressive development, climate, hospitality and world class airport has attracted many tourists around the world to the detention of Dubai. In 1985, the introduction of award winning air line Emirates was established to smooth the transaction of tourists in and out. In 1989, Dubai recorded only 630 thousand visitor arrivals, but number increased drastically to over 8 millions, in 2003, with at least 458 thousand coming from the UK. Dubai has managed to increase its number of visitors by over 1200% in little more than a decade and tourism is now, at 12% of the gross domestic product (GDP), one of the emirates more important and fastest growing sectors of the economy. Dubai significance as a global destination stems from the fact that it can be viewed from two main perspectives. It is not just a simple holiday destination; it is an important commercial, trading and business centre as well. Therefore visitors to Dubai provide examples of the three categories into which tourists are usually divided. They are identified as:http://t1.gstatic.com/images?q=tbn:ANd9GcTRbbNqdZ3UbOTAo7IJsw-_Yo4gEPDaxDyBae93cGYOWL2Iu_Pd

Leisure visitors 44%

Business visitors 45%

Visiting friends and relatives (VFR) 8%

Not classified 3%

Previously viewed in tourism terms as little more than a duty free stop over, Dubai today has become a highly acclaimed destination offering an outstanding range of facilities and services for both leisure and business travellers.

Its geographical location is 55 degree East, 25 degree North on the Southern shore of Arabian Gulf. It is strategically located at the cross roads of three continents Europe, Asia, Africa- a natural meeting place. Dubai is now a major aviation hub for the Emirates airline and so attracts visitors wanting a stopover.

Natural and eco tourism

Emirates airlineWelcome from our Chairman

Emirates airline chairman promoting greenery

The first Eco flight (see appendix 1) from Dubai to San Francisco known as green flight took off on 18th Jan 2009 indicates the vigilance of the government in terms of its environment. Such an initiative was worked out between EK airline and Airbus Company to promote safe and pure environment. This indicates that the award winning airline is environmental conscious and promotes it product (flying with the carriage) but not on the risk of spreading pollution. It is the best example of eco and natural tourism as EK airline does not want to take any step which can damage the surroundings of the people or harmful natural life animals and plants survive in.

Al Maha desert resort

It is generally accepted amongst most nations that approximately 8 to 10% of their land area should be put aside for the conservation of their indigenous habitats, the function of such a policy is to insure that the nation’s historic environment is permanently retained as part of its heritage that the diversity of fauna and flora within the nation is kept intact as a representative sample of the original habitat. It is intended that such conserved areas can function without disturbance or undue intervention from human elements.http://t1.gstatic.com/images?q=tbn:ANd9GcQcuBM8v_futKEADdvnA8aCImMtCHCk1C6To_1EjsGC71Pii7wBhg

Al Maha is the first eco tourism resort in UAE. Dubai has several environments worthy of conservation within such a frame work. Apart from the dune environment there is also the mountain habitat around Hatta and coasts intertidal strip. Each of these represents a separate, distinct and unique habitat type within Dubai. Each has its own fauna and flora, its own appeal to the visitor and its distinct historic, geological and archaeological merits. Al Maha has been developed with key eco tourism principles under pinning its commercial success. http://t3.gstatic.com/images?q=tbn:ANd9GcQjmQD_KzmpEHJbxRIxlembZmQGjNJ5QKOT5jAs5s4HCy6D4aZkRg

The environment is supposed to be free of intrusive disturbances with surroundings; this includes the restriction of all artificial noise from the operation and ambient noise from the resorts surroundings. The restriction of any human structures which impinge on the natural land space confines the development of the resort’s own infrastructure to a minimum land area. The land making up the resort must provide a natural, original and unique environment for the guests, where they feel a part of the conservation process; this allows the guests to feel that their support is directly contributing to the conservation of the area they are experiencing. One of the major contributors to the success of eco tourism resorts worldwide is the fact that the guest enjoys exclusivity. The rate charge is function of the exclusivity enjoyed and paid for by the guest. The undisturbed settings, the personal attention and service standards not achievable in the large public facilities are the basis of high yield eco tourism products. The guest must be assured of privacy, discretion and an unobtrusive environment. The experience must also be meaningful to the visitor, providing aspects which are educational, comfortable and divergent from normal life style-thus assuring the guest the time spent in the resort is an enchantment to his or her quality of life.

The resort must meet the perceptions and expectations of the guests with regard to:

Accommodation

Facilities

Architecture and design

Surroundings

To meet these criteria, Al Maha has adopted traditional historic aspects, with operational requirements, to meet the guest perception and expectation of the desert and Arabian heritage. A portion of land surrounding the core area of the resort has been demarcated for protection, and all activities capable of devaluing the environment are restricted. Isolation has been reinforced by means of the introduction of animal’s proof fencing, which will allow the establishment of indigenous species in viable breeding numbers within free roaming settings. The program has been very successful and guests are now issued with their own fauna and flora checklist guide to record the various species that they have seen. The variety of elements used provides a suitable illustration of how far the desert resort has now developed in terms of conservation:

Grass (Herb, Dune, Basket and Cats Tail)

Shrub ( Broom Bush, Dye Plant and Milkwort)

Herb ( Callous, Palm Lettuce and Arabian Cotton)

Plant (Crimson Wort, Spiny Disk and Dwarf Pea Plant)

Tree (Salam, Ghaf and Sidr)

Mammal (Sand Gazelle, Arabian Hare and Gird)

Reptile (Monitor Lizard, Sand Skink and Sand Snake)

Birds (Common and may be resident or migrant-300 species recorded)

Impacts of natural and eco tourism in Dubai

Unprotected environment of any country in any regard can disturb the economy drastically. The disastrous situation where the government invests most of its resources in tourism sector rather than sports, education, health and other sectors, can lead the destination sudden collapse that causes destruction to the economy as a whole. Ignoring the eco and natural issues in destination planning and promotion will cause the following pitfalls: http://static.amefiles.com/images/news/large/5/77505-Al_Maha_Desert_Resort_Spa.jpg

All the tourists will misuse the resources of the destination and there will be nothing left to offer for next group of tourists next season. For example, beaches of Dubai or safari. It is important that the authorities are well managing such sites so that they are presentable to be offered to other tourists for amusements and relaxations.

The entire infrastructure used to access natural sites like deserts, wild wadi, zoo, Al Maha Desert need to be watched by authorities all times. The expensive bridges, motor ways, services need a lot of investment to be built so their utility should be long lived and must be equally used by locals and tourists safely.

Natural life of Dubai is consisting of desert and likely animals. Their protection is momentous so that they are not endangered or extinct. Hunting such species should not be appreciated at all and in fact some fine must be imposed upon to undergo this pleasure. Tourists might need this notification.

The increasing demand and forecast of tourism is a major threat for the land and other resources (like in Egypt the residents were asked to move their ancestor’s house because the government wants to build a five star hotel to accommodate Tourists in Luxor) in the country. It is due to the planning in future which may lead to lay more buildings to accommodate the tourists by making hotels, services, park or other type of attractions. The demolishing 0f the deserts will affect the habitat of many species and their existence will be affected. http://t3.gstatic.com/images?q=tbn:ANd9GcTxax9lvclTZKx5F0YuGvdM-iVZVqT9I94uDlkUKcpL5Jziqhwl-A

Pollution no matter air, dust, litter or noise by tourists will also demonstrate the inability of DTCM (local tourism board) to prevent the destination from negative effects of touristic activities. Especially beaches and deserts if polluted by the tourists will result in developing hatred in host population and conflicts will take place.

Welcoming host population is the biggest element to like a destination. Any naturally or ecologically disruption in the surroundings of the local community will force the government to put a stop to the transition of tourists. This can be done very easily but the damages that have been made to the destination can never be repaired so quickly.

The greater developments in Dubai to promote Tourism is of course utilising the natural resources like mountainous area, land, desert, beaches etc. This never stop development might not leave enough attractions for coming generation to be proud of. The natural treasure of wild life or other animals will become the history. Establishing tourism sector on the risk of losing the real identity of the country should not be the approach of the strategic planners. Sustainability tourism is the answer of all such issues.

Ecotourism became popular in the 1980s as a form of tourism that focused exclusively on wildlife, nature or “exotic” cultures. Some research indicates that such tourism may not in fact benefit these communities–as it might lead to them becoming dependent on the tourist economy, without developing skills that would allow them flexibility in the economy and be more of a long term guarantee./

Recommendation

Tourism sector of Dubai has a lot to offer. Millions of tourists have visited the destination and many more are planning to visit this luxurious, advance, modern destination to enjoy the safari, Wild Wadi and marine life etc.

http://www.mydigitallife.info/wp-content/uploads/2007/05/dynamic-architecture-dubai.jpg

Due to the Political turmoil in certain parts of the Middle East, is likely to benefit Dubai’s tourism industry and economy. To the extent that Dubai is viewed as an alternative destination to countries such as Lebanon, Tunisia and Egypt, it is likely to benefit as some visitors change their travel plans in favor of the emirate.

The collapse of the Hariri government in Lebanon has plunged the country into what is likely to be a prolonged period of political uncertainty in which the threat of violence is ever-present.

Events in Tunisia and Egypt have generated a great deal of negative publicity for the tourism sectors in those countries, and will likely impact bookings and arrivals this year.

Regardless of whether these concerns are justified, the likelihood is that some of the most important tourism destinations in the Middle East are likely to see a fall in visitors in 2011.

Conclusion

From the outgoing account I want to sum up that that Tourism is now the fastest growing sector of Dubai’s economy, contributing about 19% to the Dubai’s GPD in 2005, and 20% as of late 2007. This is made possible by ever – increasing numbers of tourists. About 3.6 million tourists visited Dubai in 2001 and more than six million came in 2005. As of 2007, Dubai’s hotels received about 6.5 million visitors that contributed us$3.5 billion to the local economy.

Dubai is one of the few international destinations to see an increase in visitors over the last year, successfully retaining its position as a world-class tourism and trade hub – as Despite the economic climate, visitors to Dubai reached an all-time high of 11,996,449 in 2010 and even though the pace of growth has slowed. 

Having developed a highly desirable and increasingly diversified premium tourism product, Dubai continues to meet the needs of an ever-expanding audience. With so much to offer both leisure, eco, sustainable, natural, and cultural and business visitors, from groundbreaking attractions to world-class hospitality, it is little wonder that Dubai is experiencing such significant growth. Dubai attracts more visitors each year than any Arab country outside of Egypt – and hosts a major shopping festival in the first quarter that traditionally attracts hordes of regional retail visitors.http://t0.gstatic.com/images?q=tbn:ANd9GcSv4NvD-_IwJuoy-AWEL8N5MtjqSOVS1uxzttsqWaNuKEskRWTYZA

In this regard, the dense growth of this sector has never let the strategic planners ignore the environment, local population’s right, natural sightseeing, cultural values and belief etc.

The fast emergence of Dubai on the world tourism map and its spectacular performance is undoubtedly the result of aggressive global marketing and promotional agenda being pursued by the Department of Tourism and Commerce Marketing (DTCM).

The department, in co-operation and co-ordination with public and private sector organizations, has been successfully developing the appeal of the destination that offers tourists the opportunity to explore traditional Arabian hospitality along with a contemporary lifestyle. All the attractions are well planned and maintain the ecology and natural resources of Dubai for future tourism and its host population.

Continuing its aggressive marketing and promotional drive in 2010, DTCM has high lighted the strengths and attractions of the emirate’s vibrant tourism industry in 36 overseas travel exhibitions and hosting exclusive road shows and workshops in 10 countries.

Dubai’s tourism product offering has considerably expanded last year and more changes are expected this year. Last year, the global tourism industry too underwent rapid changes due to the global economic downturn, requiring fast-rising destinations like Dubai to adopt strategies to remain at the cutting-edge of the highly-competitive business.

In short, Dubai’s position as the leading tourism destination and commercial hub in the world is very prominent and DTCM’s mission is “to strengthen the Dubai economy through the development of sustainable tourism”.

Appendix 1

Emirates operates worlds longest eco-flight

Sunday 18 January 2009 8:38 AM

The Dubai-based airline Emirates has claimed that the first service to operate on its new route from Dubai to San Francisco was the first ever cross-polar ‘green’ flight and the world’s longest eco-friendly journey.

On December 15th, the airline began operations on the 16-hour, non-stop service that uses a Boeing 777-200 long-range aircraft in what the company has called the “Em-vironment flight”.

To plot the most efficient course for the flight, Emirates has worked with government agencies in Dubai, Russia, the US and Canada.

Other measures that the airline will also employ to maximize the eco-friendly potential of the new route include the use of electrical power while the aircraft is on the ground in Dubai, the minimal use of thrust when landing, and single-engine taxiing to its destination gate at San Francisco airport.

Sheikh Ahmed bin Saeed Al-Maktoum, Emirates chairman and chief executive, said: “After months of planning, Emirates’ Em-vironment flight is a best-practice trial of how airlines, governments, manufacturers, technology providers and airports can work together to be as eco-efficient as possible.

“The San Francisco inaugural flight will be a dual milestone of commencing services between two great cities and also demonstrating the best our industry can offer in environmental efficiency.”

Emirates claims that, with some 58 Airbus A380s, A350-XWB and Boeing 777 planes on order (more than any other airline), it will have the world’s ‘greenest’ fleet of wide-bodied aircraft

Appendix 2

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Appendix 3

The Emirates Group’s vision is to be an environmental leader in the aviation and travel industries.  Our goal is to make sustainability and eco-efficiency the cornerstones of all group operations, in the air and on the ground.

Aviation is one of the world’s most important contributors to economic and social development – particularly in the developing world. The aviation industry employs over 32 million people worldwide and represents 35% of world trade by value – it contributes US$1.1 trillion per annum to world GDP.

The aviation industry recognises that, although it is only responsible for less than 2%, of global greenhouse gas emissions from human activity, it must be committed to growing sustainably and reducing growth of its emissions.  To put this in perspective, shipping accounts for some 4% of human emissions, while ground transport accounts for almost 14% (IPCC, 2004).  At current growth rates, aviation is expected to account for only 3% of global greenhouse gas emissions by 2050.  Read more about this at www.flyingmatters.org.

Emirates is committed to a global solution for managing the growth in international aviation emissions, through ICAO – the International Civil Aviation Organisation – as mandated by the United Nations Framework Convention on Climate Change in the 1997 Kyoto Protocol. 

Our customers, staff and regulators are increasingly conscious about the environment and greenhouse gas emissions. 

Emirates has committed to environmentally-responsible operations through the Group’s Corporate Environmental Policy (click here to view).  This policy is implemented internally through the ‘Emvironment’ programme – which is communicated internally and externally to staff, customers and all stakeholders.

Our focus is becoming an ecologically-efficient organisation – growing our business to be economically sustainable, while using fewer resources and creating less waste and pollution.  If we achieve these aims, it benefits our customers, the environment and our business – the triple bottom line.

The Emirates Group’s commitment to eco-efficiency means multi-billion dollar investments in the most modern, eco-efficient technology available- in aircraft, engines and ground equipment – we strive to be leaders in eco-efficiency in our industry and in our region.

We are committed to operating our assets in the most environmentally responsible manner, and in compliance with all applicable environmental regulations and standards.

Emirates firmly support our industry’s four-pillar strategy to reduce emissions, as developed by our industry body – the International Air Transport Association (IATA). Read more about this strategy at www.enviro.aero.

Implementation of this strategy includes the use of new technology throughout our Group; making significant investments in the most modern, low-noise, low emissions aircraft available; encouraging governments to make air navigation more fuel and emission friendly; and reducing the environmental impact of our ground operations.

We are committed to further reductions in fuel consumption and emissions per passenger – our fuel efficiency rates are already 30% lower than the global fleet average.

Other goals include staff education, waste reduction and recycling, lower energy use and greater communication – internally and externally.

Our ‘Emvironment Champions