Embracing sustainability in the hospitality industry

Birds eye view of Turaco Ngorongoro Valley.Photo: Turaco Ngorongoro Valley

Artisan beading in progress at Shanga, Arusha.Photo: Elewana Collection
By The Ismaili
How does one travel sustainably and responsibly in a world where tourism is booming yet burdening the environment?
Global tourism has surged after the pandemic, with 1.4 billion tourists recorded in 2024 alone. Though its environmental impact continues to climb. Tourism accounts for roughly eight percent of global greenhouse gas emissions, a number expected to rise annually.
As the climate crisis worsens, the hospitality industry has a unique opportunity to lead in sustainable practices. A study by Booking.com revealed that 93 percent of participants want to travel more sustainably. Whether in the plains of Africa or amid the skyscrapers of the Gulf, hoteliers are proving that eco-tourism is not a passing trend but an important responsibility.
In various parts of the world, Ismailis are demonstrating that luxury hospitality and environmental stewardship can coexist.
Karim Wissanji is the CEO of Elewana Collection, a group of 16 lodges across East Africa, where sustainability is embedded into operations. Ali Jivraj’s hotel, Turaco Ngorongoro Valley, sits next to a UNESCO World Heritage Site, a constant reminder of the importance of sustainable operations. Meanwhile, Roxana Jaffer in Dubai promotes sustainability at one of the city’s Holiday Inn branches.
“Hotels today are adopting eco-friendly practices not only to reduce their environmental impact but also to enhance operational efficiency and appeal to increasingly conscientious travelers,” explains Roxana.
This includes greywater recycling—reusing wastewater from sinks and showers after treatment—which reduces water waste to lessen the strain on local resources. In addition, rainwater harvesting reduces reliance on non-renewable resources. Similarly, solar energy provides electricity and other functions, lowering the demand for harmful energy sources.
Not all sustainability efforts need to be large-scale. At Turaco Ngorongoro Valley, digital check-in systems reduce paper waste, while, across the three hotels, locally produced products and organic, local foods make stays more authentic. These efforts not only minimize environmental impact but also support the surrounding economy and culture. As Karim says, “It brings authenticity and richness to the guest experience too,” showcasing that sustainability and guest satisfaction often go hand-in-hand.
Beyond infrastructure, Roxana points out the difficulty in shifting mindsets: “We have to persevere and let all our stakeholders, especially directors, know that sustainability isn’t just a project—it’s a culture.”
For those operating in nature reserves, such as Karim and Ali, the challenge is how to protect local biodiversity. Limiting off-road driving, collaborating with national parks, private conservancies, and NGOs are all key strategies.
“Some challenges are simply too big for any one individual or one company to solve alone,” says Karim. “It takes collaboration with like-minded organisations that share a similar ethos and long-term vision.”
While environmental protection is essential, it’s just one part of the equation. Economic and social sustainability are equally important.
Karim and Ali emphasize the importance of hiring locally, stocking products from regional businesses, and sourcing as much as possible within their communities. "Over 80 percent of our team comes from nearby villages," says Ali. "We prioritize local hiring, training, and procurement—from food to artisan décor—while building local capabilities to meet our standards. This inclusive approach drives economic growth and strengthens our environmental and cultural commitments"
Roxana highlights the goal of sourcing 50 percent of their food locally and sustainably. “Supporting local agriculture not only reduces our carbon footprint but also strengthens the regional economy,” she explains.
At Elewana, the company works closely with the community, establishing the Losaiba Conservancy—a 60,000-acre conservation area. “It’s an area where biodiversity is protected, tourism income generates significant direct benefits, and the community is meaningfully engaged in the tourism value chain,” says Karim.
For hotels, the challenge is clear: provide meaningful opportunities for guests to engage with sustainability. These don’t have to be elaborate, sometimes simplicity is key. Elewana, for example, created Shanga in Arusha, where more than 60 artisans—including those with disabilities—transform glass waste into handcrafted products.. Recycled oil from the hotels’ kitchens fuels the workshop’s furnaces, reflecting how sustainability is thoughtfully integrated into every step of their operations.
Ultimately, the journey toward sustainability in the hospitality industry isn’t something hoteliers can tackle alone, guests also play a vital role: “We believe sustainability enhances rather than compromises luxury, since today’s travelers seek authentic eco-conscious experiences,” says Ali.
As a traveler, you have the privilege and responsibility to leave a positive impact on the destinations you visit. The good news? You don’t have to sacrifice luxury experiences, just ensuring these experiences remain available for future generations is a luxury in itself.
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