Tourism: A catalyst for social and environmental impact

However, while celebrating speed and numbers, destinations must also ensure they continue their wider responsibilities to the local communities as they develop their tourism offering.

While announcing these promising new global tourism numbers, UNWTO Secretary-General Zurab Pololikashvili also sent a warning, reminding destinations that they “must ensure tourism’s return delivers on its responsibilities as a solution to the climate emergency and as a driver of inclusive development.”

And there’s no time to waste. United Nations data estimates that the world population will hit 8.5 billion in 2030, which will bring 50 million new tourist arrivals per year between 2023 and 2030, according to the UNWTO. So, what does that mean for the destinations they are flocking to?

Keeping local communities at the heart of strategy

When building a tourism strategy, the first consideration may often be the tourist’s experience. But this is not where we should start. Well-planned and thoughtful tourism plans should have local communities at heart, as well as the visitors they hope to attract.

The profound effect that tourism has on the lives and livelihoods of local people should never be underestimated. Increasingly, we are seeing over tourism and its detrimental effects on local communities, their surroundings, and cultural identities come to the forefront.

If done properly, and with input from the native communities, tourism should not only provide revenue and jobs, but also enhance healthcare, housing, education, and the overall wellbeing of the people who call the destination their home.

As CEO of Ras Al Khaimah Tourism and Development Authority (RAKTDA), my job is to ensure we take an inclusive approach to our destination tourism strategy. As well as the primary benefits of bringing jobs to locals and enhancing their daily lifestyles, we also aim to promote an environment of diversity by employing people from all backgrounds, while also protecting local communities by fostering programmes and initiatives that equip community members with the skills needed to work in the tourism industry and preserve their cultural heritage.

Furthermore, Ras Al Khaimah is known as the Nature Emirate and with that comes a great responsibility to both promote and protect its superb landscapes, as well as the rich local culture and heritage. Central to this is our enormous network of safe hiking trails which are carefully maintained to allow residents and visitors to enjoy the outdoors and celebrate the spectacular terrain Ras Al Khaimah is famous for.

Intrinsically tied in with this nature offering is the Emirate’s sustainability mandate. Ras Al Khaimah is the first destination in the Middle East to be awarded Silver Certification as part of the Sustainable Destinations programme by EarthCheck, the world’s leading scientific benchmarking and certification programme for tourism destinations.

It is underpinned by in-depth scientific criteria and involves meticulous monitoring, benchmarking, and auditing across 10 sustainability indicators – from energy and water consumption to waste management, carbon footprint analysis and community engagement.

And this sustainability certification is all the more significant when considering the challenges posed by the region’s climate, which requires a far more robust approach to managing energy and water consumption in order to meet EarthCheck’s stringent requirements – so this is a major achievement for Ras Al Khaimah. RAKTDA’s sustainability initiatives are also positively impacting the wider UAE, as other emirates are using Ras Al Khaimah as a blueprint for their own green initiatives.

Thoughtfully managing the growth of the hospitality market

That is just one example of how RAKTDA takes responsible development seriously. A mindful approach to projects such as new hotel developments is also essential. Close consultations with hospitality partners help ensure thoughtful development as well as a measured pipeline to avoid rapid, less well-planned expansion and overcrowding.

We also have robust guidelines and protocols to regulate sustainability standards and work closely with hotels to ensure sustainable practices such as the ‘Green Hotel Rating’, an initiative that aims to achieve 100 percent integrated sustainability by setting guidelines and protocols across new developments.

In contrast, some destinations around the world are finding themselves so heavily saturated by tourists who come, take their pictures, and leave, that tourism taxes are being introduced to help maintain the destination’s infrastructure and the communities for whom those selfie spots are home. It is essential to respect residents and ensure that increasing tourism is beneficial for them.

Preservation of the environment and culture needs to remain top priority and tourism taxes, which are increasingly being introduced in popular destinations around the world from Bhutan to Manchester, only partially help. While fees can cover costs of managing the influx, for enrichment to happen, there must be robust collaboration between local stakeholders, from residents to local businesses.

RAKTDA works closely with cultural organisations like the Al Qasimi Foundation and Suwaidi Pearl Farm to develop processes which protect the Emirate’s heritage and legacy, and we are also working with UNESCO to move four cultural sites from its World Heritage Tentative list to its Permanent list.

Preserving culture and heritage

A recent report by Booking.com predicts further demand for more sustainable tourism, and a commitment from the tourists themselves to contribute to conservation efforts within their destinations of choice. In their survey, they also found that the majority (51 percent) of tourists say that climate change will impact the way they plan their vacation in 2024, while three in five travellers (60 percent) say want to see sustainability in action when planning their next trip. It is encouraging that our visitors are on the same page as us.

And conservation is not only about the environment – it is also about nurturing our heritage. The local Emirati community plays a key role in enriching tourism experiences, and nurturing home-grown talent is key to our strategy.

RAKTDA works with students from American University of Ras Al Khaimah, and provides funds for scholarships and internships, which often turn into full time employment. It is essential to us as a sustainable-focused company that the people who know the emirate most intimately have a seat at the table in decisions around its future. It is also the locals who know the landscape the best.

A collaborative approach will ensure destinations can leverage tourism to promote cultural exchange and understanding between visitors and locals. In Ras Al Khaimah, we have launched a tourist experience with mountain tribes, and events such as the Highlander hiking challenge can only be organised with the support of the wonderful communities who live in mountains villages.

These tribes are sustainable by nature and have been for generations, using sustainable practices such as utilising natural remedies and using traditional knowledge, in harmony with their environment, illustrating how sustainable practices have been an integral part of the local culture for hundreds of years – meaning we can learn so much from them. It is essential to respect residents and ensure that increasing tourism is beneficial for them.

Large-scale sporting events enhance local communities

Sporting events do just this. We have now hosted 16 editions of the RAK Half Marathon, as well as the RAK Triathlon, the DP World Tour golf, and most recently, the World Minifootball Federation (WMF) World Cup in November, during which we brought a host of community programmes and initiatives to schools and communities.

Beyond revenue opportunities, these events provided inspiration to locals to help ignite a love of sport and include them in the excitement of the event. We also made sure the games were free to attend, and that there were dedicated fan zones for guests to spend time in, helping them to feel a part of the tournament, rather than simply hosts.

Global connectivity and its community benefits

With tourism comes improved transport links, which brings enormous benefit to residents in the shape of not only employment, but helping also connect them with the rest of the world. RAKTDA’s new partnership with Qatar Airways brings residents access to a wider network of 180 destinations.

Coming back home, these travel activities are enhancing local economies and creating sustainable livelihoods for residents, while ensuring that tourism activities respect and benefit local communities, particularly in terms of job creation and economic development in what is still a ‘lesser known’ Emirate. This in turn will lead to further investment and development.

In summary

UNWTO defines sustainable tourism as activity which embodies “future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities”, and through its resolute commitment to nourishing and evolving its local as well as its tourist offering, we are well on track to achieving just that.