New Abu Dhabi hospitality company 'Jinan' promotes ecotourism

As a management company with its core focus on hotels and resorts, Jinan's aim is to minimize the environmental impact of the hotels it manages in every way possible - a concept that is fairly new to the Middle East, and one the company hopes will rapidly spread throughout the region.

Says Noel Massoud, Jinan CEO:

"In this day and age, people are becoming more and more aware of the impact that human development is having on the environment, and on the importance of keeping this impact to a minimum through sustainable development and eco-friendly practices. From a hospitality point of view, embracing eco-friendly initiatives makes a lot of sense."

Last year alone, hotels in Abu Dhabi attracted 1.5 million tourists, an increase of 4% over 2007. In total, 4.7 million hotel nights were booked, resulting in returns of Dhs4.3bn. Figures like these, says Massoud, are hard to ignore. "So, it is our aim to lead the way in the implementation of world-class environmentally-friendly hospitality solutions that is on par with the highest international standards."

While the concept of ecotourism is not yet as big in the Middle East as it is elsewhere in the world, Jinan is hoping to raise awareness of the importance of environmentally responsible tourism, and is particularly committed to upholding the ideals of environmental sustainability and eco-friendly tourism while promoting the natural riches the Middle East has to offer.

"The region has some of the most beautiful and striking examples of untouched ecosystems, as well as a wealth of different cultures. Many people here are already looking for greener alternatives in terms of hospitality and tourism, and many international ecotourists are eager to visit the Middle East and experience the beauty and richness available in the region," explains Massoud.

"Also, many governments here are becoming involved in the push for environmentally responsible projects. One example is Abu Dhabi's Estidamah ('sustainability' in Arabic) standards, which form part of the Abu Dhabi government's vision under 'Plan Abu Dhabi 2030', part of which is dedicated to preserving the emirate's ecological system. So, while it is in it's early days yet, the region is moving more and more towards environmentally sustainable initiatives," he added.

According to Massoud, Jinan's focus on minimizing the impact of its hotels on the environment manifests in a number of ways, from offering the best in organic food and materials, to preserving the environment through efficiency programmes designed to conserve water and minimize carbon dioxide emissions.

Other initiatives the company plan to implement in the future at the hotels it operates, include the use of recycled paper products; providing reusable items such as cloth napkins, glass cups, ceramic dishes, etc. with all food and beverage services; installing window film to lower heating and cooling loads and reduce glare; replacing incandescent bulbs with compact fluorescents; and installing low-flow showerheads and toilets.

As for Jinan's reasons for getting involved in ecotourism, Massoud states two main reasons: one, they realize the vital importance of protecting and conserving the environment; and two, implementing energy conservation measures, in particular, as well as other measures to minimize environmental impact, while initially expensive, can substantially lower operating expenses.

Says he, "In terms of the environment, we believe that even small measures can make a big difference, and Jinan plans to make the biggest difference we possibly can. Furthermore, thousands of dollars can be saved through implementing efficient water conservation as well as energy saving measures. This is especially important in a tough economic climate."

"At the end of the day, responsible ecotourism is that which minimize the negative aspects of conventional tourism on the environment and the community. Therefore, in addition to evaluating environmental and cultural factors, initiatives by hospitality providers to promote recycling, energy efficiency, water re-use is an integral part of ecotourism," he concludes.