The World Economic Forum and Saudi Arabia's Ministry of Tourism have unveiled the inaugural cohort of Beyond Tourism Impact Stars, a recognition program designed to spotlight private-sector models that align commercial growth with community benefit and environmental stewardship. The six winners, selected with support from consultancy Kearney, were announced ahead of the first Beyond Tourism Day in Geneva, themed Resilient Growth. Renewed Impact.
Travel and tourism is projected to contribute $16 trillion to global GDP by 2034, over 11% of the world economy, according to WEF data. Yet the sector faces mounting pressures: rising operational costs, labor shortages, climate disruption, and overtourism in popular destinations. The Impact Stars aim to demonstrate that profitability and positive impact are not mutually exclusive.
Water and sustainability leaders
Among the honorees is Accor's Global Water Action, a hotel-wide initiative that embeds water conservation into daily operations through staff training, gamification, and local ownership. The program has been rolled out across Accor's portfolio, including properties in water-stressed regions. Iberostar's Wave of Change takes a data-driven approach, using artificial intelligence and engineering to reduce the environmental footprint of its resorts while supporting ecosystem restoration. Both initiatives reflect a broader industry shift toward measurable sustainability outcomes.
Accor's recognition comes as the group expands its digital tools, including the recent rollout of ALL Concierge AI across its global portfolio, signaling a dual focus on operational efficiency and guest experience.
Community tourism and urban regeneration
In India, GHE Impact Ventures' Himalayan Living Commons works to increase the share of tourism revenue retained by remote mountain communities. The project combines locally owned enterprises with skills development, infrastructure, and market access, helping residents benefit directly from visitor spending. Similarly, Discova's Path to Self-Sufficient Tourism operates across rural Southeast Asia, establishing commercially viable tourism businesses and then progressively transferring ownership to local stakeholders.
In Egypt, Al Ismaelia for Real Estate Investment's Reviving Downtown Cairo demonstrates how tourism can drive urban regeneration. The initiative restores historic buildings, gives them new uses, and integrates local businesses and cultural programming, creating a model for heritage-led development in dense urban settings.
Workforce development in Saudi Arabia
The sixth winner, Sommet Education's Empowering Saudi Hospitality Talent, addresses the Kingdom's rapidly growing tourism workforce. The national education partnership spans entry-level training, professional development, and executive leadership, aiming to match infrastructure growth with skilled hospitality staff. This is a critical challenge for fast-growing destinations like Saudi Arabia, which is investing heavily in tourism as part of its Vision 2030 strategy.
Saudi Tourism Minister Ahmed Al Khateeb emphasized the program's broader purpose: "Through key milestones like the inaugural cohort of Beyond Tourism Impact Stars and the first Beyond Tourism Day, we are establishing vital platforms that connect stakeholders and innovators, foster substantive dialogue, and deliver practical solutions to real industry challenges."
The initiative arrives as Saudi Arabia works to bolster its tourism resilience, including recent tests of its crisis response amid regional tensions.
Redefining success metrics
Alois Zwinggi, President and CEO of the World Economic Forum, said the six projects show that "commercial success and positive impact are not separate objectives." He pointed to approaches ranging from community partnerships and workforce programs to data-driven technology and heritage-led development. The Beyond Tourism Day will bring together leaders from government, business, and civil society to discuss destination competitiveness, workforce readiness, investment, and technology, with a focus on scalable solutions.
For an industry heading toward a $16 trillion footprint, the Impact Stars signal a shift in how success is measured—not just by visitor numbers, but by the value that growth leaves behind. As destinations from Phu Quoc to the Red Sea diversify their offerings, the emphasis on sustainable, community-centric models is likely to shape investment and policy decisions across the industry.
