Interview: Niall
Gibbons, NEOM's Managing Director of Tourism, discusses approach to sustainable
tourism
In an era where
environmentally conscious travel is gaining momentum, destinations worldwide
are grappling with the challenge of turning sustainability ideals into tangible
actions. NEOM, the ambitious Saudi Arabian project, is committed to
substantiating its environmental commitments through concrete measures.
Transparency is poised to be a linchpin in building trust with travelers.
Amid mounting concerns
about climate change, the tourism industry is undergoing a transformative shift
as travelers increasingly prioritize eco-friendly practices. Skift Research's
Sustainability and Remote Work report has highlighted a growing willingness
among people to take personal actions that prioritize sustainable travel. However,
the term "sustainability" has often been employed as a marketing
buzzword in recent years, and destinations now face the formidable task of
transcending mere rhetoric to bring about meaningful change. As travelers
become more informed and conscious of their environmental impact, transparency
and accountability have become paramount.
SkiftX recently
conducted an interview with Niall Gibbons, the Managing Director of NEOM
Tourism, to gain insights into how NEOM is navigating the evolving landscape of
traveler expectations and the steps it is taking to ensure that the region
translates its commitment to environmental stewardship into reality.
SkiftX: What attracted
you to the role of Managing Director of NEOM Tourism?
Niall Gibbons: During
my rewarding 21-year tenure at Tourism Ireland, I remained attuned to global
travel trends. As we emerged from the pandemic, I contemplated what a
post-COVID world might look like. Out of the blue, a conversation with NEOM
ignited my interest. I was captivated by their vision statement: "The land
of the future where the greatest minds and best talents are empowered to embody
pioneering ideas and exceed boundaries in a world powered by imagination."
My decision to join
NEOM was solidified when I met the team and saw the opportunity to contribute
my knowledge of tourism to their mission: creating the most ambitious tourism
project the world has ever witnessed. In NEOM, we possess all the elements to
turn that vision into reality.
SkiftX: Drawing from
your experience as CEO of Tourism Ireland, can you share some key insights or
learnings about global travel trends that are now shaping your approach at
NEOM?
Gibbons: I assumed the
role at Tourism Ireland in the early 2000s, a time of turbulence for the
industry. I've witnessed numerous economic fluctuations, and a pivotal lesson
has been the importance of conducting research to gauge evolving consumer
sentiment.
Post-COVID, we are
observing trends such as a desire to explore off-the-beaten-path destinations,
a heightened focus on wellness, and a fascination with local cuisine.
"Set-jetting," or visiting locations featured in TV shows and movies,
is also gaining traction.
These trends are
informing my approach at NEOM, which boasts several distinct regions, including
Sindalah, our luxury island in the Red Sea set to open in 2024, THE LINE, and
Trojena—an all-season mountain destination slated to host the 2029 Asian Winter
Games, to name a few.
NEOM's offerings,
already under development, are diverse and rich. As a destination, we are
committed to embarking on a sustainability journey, creating a unique and
authentic experience, starting with a blank canvas, which is tremendously
exciting.
SkiftX: Can you
outline the main strategies driving NEOM's focus on sustainable tourism? What
sets NEOM's sustainability approach apart from other global destinations?
Gibbons: We are guided
by the Saudi Vision 2030, which seeks to diversify the economy by shifting away
from reliance on oil and emphasizing tourism and sustainability.
NEOM's sustainability
efforts are characterized by several distinctive elements. We are powered by
100 percent clean energy, encompassing solar, wind, and hydrogen. Our aim is
not merely to achieve zero carbon emissions but to establish the world's most
regenerative travel destination. To achieve this, we are incorporating
sustainable design principles, rejuvenating the land, restoring wildlife
populations, and regenerating coral.
Furthermore, we are
developing destination management tools and data systems to measure and track
tourism activities, making them regenerative. With the world's first holistic
travel impact calculator, travelers can create dynamic itineraries and make
choices aligned with their values to ensure every step they take benefits the
environment.
What truly sets NEOM
apart is our unwavering commitment to conserving and restoring nature, with
plans to preserve 95 percent of NEOM's land and sea. The NEOM Nature Reserve's
regreening and rewilding program has yielded impressive results within its
initial six months, with the birth of four Arabian oryx calves, eight Nubian
ibex kids, and 25 Arabian sand gazelle fawns during the first breeding season.
This marks a significant milestone in our sustainability journey and provides
an authentic narrative for future tourists.
SkiftX: Sindalah will
be NEOM's first bookable destination. What makes it a unique and appealing
proposition for discerning travelers?
Gibbons: Sindalah
Island is set to debut next year. The fact that it serves as the inaugural
physical showcase of NEOM is inherently appealing, but its uniqueness is
indisputable, both in terms of location and offerings. With year-round
sunshine, Sindalah will serve as an exclusive gateway to the Red Sea,
attracting global yachting enthusiasts, scuba divers, and snorkeling
aficionados drawn to the diverse marine life, which includes 600 native
species.
Discerning visitors
seeking luxury will have access to a range of experiences, including
world-class hospitality, a beach club, a yacht club, a spa and wellness center,
and luxury retail options, all thoughtfully designed around the natural
environment.
Sindalah is just a
boat ride away from mainland NEOM, where visitors can explore the region's
desert attractions. Striking sandstone formations, ancient rock inscriptions,
and unforgettable sunsets only scratch the surface of what NEOM's natural
landscapes have to offer.
SkiftX: Could you
provide more details about some of NEOM's sustainability initiatives?
Gibbons: Transparency
plays a pivotal role in addressing sustainability questions for any
destination. Consequently, we are committed to showcasing tangible steps taken
to meet our sustainability goals.
We are integrating
circular economy principles into all our endeavors, ensuring that products are
designed for multiple uses, repair, and reuse before recycling or repurposing.
Even our water infrastructure at NEOM will be optimized, featuring a zero-waste
desalination plant that recovers rare earth minerals and metals from water to
reduce strain on water resources and minimize water loss. Residents will be
part of a community setting new standards for sustainable living.
NEOM is also set to
house the world's largest carbon-free green hydrogen plant, to be located in
the industrial city of Oxagon, with construction slated to commence in 2026.
Hydrogen offers a significant opportunity for sustainable energy production,
emitting only water vapor and warm air. By utilizing hydrogen as a fuel source,
we are paving the way for global energy sectors to transition to carbon-neutral
fuels.
SkiftX: What is the
current state of NEOM, and what can travelers anticipate as it evolves over the
next few years?
Gibbons: NEOM is an
unforgettable destination that beckons travelers to embark on repeated
adventures. We are laying the foundations to ensure this becomes a reality,
with major projects such as THE LINE, Trojena, and Oxagon already in progress,
and Sindalah rapidly taking shape.
NEOM is a hive of
activity. Our colleagues across various business sectors and regions are
discovering and preserving ancient cities and artifacts while pioneering
advancements in
Source: https://skift.com/
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