Environment ripe for new Al Maha recognition

Emirates Airline's Al Maha project received this top level endorsement from one of the world's leading champions on sustainability, and was named in a recent issue of its National Geographic Adventure magazine, in which editors scanned the globe for examples of outstanding sustainable tourism resorts and trips.

Al Maha, which nestles within the 225-square kilometre Dubai Desert Conservation Reserve (DDCR), was one of just 12 locations and adventure routes named by the magazine from a list of the worlds' unique destinations. National Geographic Adventure believes the multi-award winning resort stands as a model for others to follow, and an important success story for sustainable development, conservation and tourism in the UAE and the Middle East.

Tony Williams, Senior Vice President, Resorts and Projects, Emirates Hotels & Resorts, said:

"It is a real honour to be recognised by the National Geographic organisation once again, and being included onto this prestigious list reflects our deep and ongoing commitment to environment and wildlife conservation. We sincerely thank the editors for their endorsement, and for highlighting and exposing these responsible efforts to many thousands of travellers worldwide. Travellers making sound destination and hotel choices can have a profound and positive effect on conservation and responsible development, as they contribute directly and financially to such efforts through their choices."

The publication praised the Dubai Desert Conservation Reserve (DDCR) - home to the only free-roaming herds of protected Arabian Oryx in Dubai - for being the single reserve that protects almost 5% of Dubai's land area under Decree, and for being managed as the region's first National Park. The DDCR is currently undergoing international Protected Area certification by IUCN.

Al Maha has received a string of international accolades for luxury travel, architecture and environmental design since its opening. This includes The World Legacy Award from National Geographic and Conservation International, presented by Queen Noor of Jordan in Washington DC in 2004. However, the resort's best ambassadors are its visitors, with now nearly 40% of its guests being repeat visitors, or visitors directly referred by previous guests.