In 2025, the world’s cleanest countries are not just global leaders in environmental health—they are also innovators in climate policy, renewable energy, and sustainable development. These nations have earned top rankings through rigorous assessment by the Environmental Performance Index (EPI) and the Climate Change Performance Index (CCPI), which together provide the most authoritative and data-driven evaluations of national environmental performance.

The EPI, developed by Yale and Columbia Universities, uses 58 indicators across 11 categories—ranging from air and water quality to biodiversity and climate policy—to rank 180 countries on how well they meet sustainability targets. The CCPI, meanwhile, evaluates 63 countries and the EU, covering over 90% of global greenhouse gas emissions, and assesses performance in GHG emissions, renewable energy, energy use, and climate policy.

These indices are vital tools for policymakers, businesses, and communities, offering a granular view of each country’s strengths and weaknesses, helping to set targets, track trends, and identify best practices for a sustainable future. High-ranking countries benefit from advanced regulatory frameworks, greener infrastructure, and new market opportunities for sustainable technologies. Here’s a closer look at what sets each of the top 10 apart in 2025:

1. Estonia (EPI Score: 75.3)

Estonia leads the world in cleanliness and sustainability, thanks to its extensive forest cover, effective use of bioenergy, and a strong focus on natural resource management. The country has set ambitious climate goals, including a 70% reduction in greenhouse gas emissions by 2030 and carbon neutrality by 2050.

Estonia achieved an 11.3% emissions reduction in late 2024, outpacing the rest of the EU, even as its economy grew. The capital, Tallinn, has become a beacon of urban sustainability, winning the ITB Earth Award 2025 for its zero-waste Song and Dance Celebration, which drastically cut single-use plastics and promoted circular economy practices.

Estonia’s environmental policies have also led to Europe’s cleanest air and ongoing investments in wind, solar, and energy storage. However, the country faces challenges in fully phasing out fossil fuels and balancing biomass production with forest conservation.

2. Luxembourg (EPI Score: 75.0)

Luxembourg stands out as a small nation with outsized environmental achievements, earning an EPI score of 75.0 in 2024 and a 4.1-point rise over the past decade. The country leads the world in water management, boasting a near-perfect score of 90.6 in Water Resources and an astounding 99.8 in Sanitation & Drinking Water. Over 55% of Luxembourg’s land is protected, contributing to a top-tier biodiversity score of 84.8.

The nation’s capital has pioneered green investments, while advanced wastewater treatment and strict EU-aligned standards keep pollution low. While Luxembourg excels in ecosystem vitality and heavy metal pollution control, it continues to work on reducing per capita greenhouse gas emissions and curbing tree cover loss.

3. Germany (EPI Score: 74.6)

Germany ranks third globally with an EPI score of 74.6 in 2024, marking a 4.4-point improvement over ten years. The country treats 100% of its urban wastewater, achieving a high 89.1 in Water Resources, and protects a significant share of its land and seas, reflected in its 82.4 Biodiversity & Habitat score.

Germany’s robust environmental policies are complemented by massive investments in green infrastructure and renewable energy. The nation’s cities are recognized for clean air, efficient public transport, and progressive urban planning. Germany’s approach demonstrates that sustainability can go hand in hand with industrial progress, though ongoing industrial emissions remain a challenge.

4. Finland (EPI Score: 73.7)

Finland secures the fourth spot with a 2024 EPI score of 73.7, though this reflects a slight decrease from its 2014 score. The country is a global leader in public health, scoring a perfect 100.0 in both Sanitation & Drinking Water and Heavy Metals. Finland’s well-managed forests, protected natural areas, and clean air contribute to its strong ecosystem vitality.

The nation’s deep cultural connection to nature is evident in its policies, which seamlessly integrate sustainability into daily life. Finland’s challenge lies in maintaining its high standards amid growing urbanization and climate pressures.

5. United Kingdom (EPI Score: 72.7)

The United Kingdom earns an EPI score of 72.7 in 2024, up by 2.1 points over the past decade. The UK has made significant progress in reducing carbon emissions, largely through aggressive wind energy deployment and expanded recycling programs. Urban green spaces and biodiversity conservation have improved city livability and environmental health.

The UK continues to update its climate policies to meet international targets, but faces ongoing challenges with air quality in some metropolitan areas and the need for further emissions reductions.

6. Sweden (EPI Score: 70.5)

Sweden ranks sixth with a 2024 EPI score of 70.5, showing a modest 1.6-point increase over ten years. The country’s energy mix is dominated by hydropower and wind, and it is a pioneer in negative emissions technologies.

Sweden’s cities are models of sustainable urban development, and the nation’s commitment to clean air, water, and biodiversity is unwavering. However, Sweden faces pressure to further reduce emissions from transportation and industry to meet its ambitious climate goals.

7. Norway (EPI Score: 70.0)

Norway holds the seventh position with a 2024 EPI score of 70.0, up 3.6 points over the last decade. The country boasts nearly universal access to clean drinking water and sanitation, and its electricity is almost entirely supplied by hydropower.

Norway’s proactive climate policies and investments in electric mobility and carbon capture have resulted in some of the world’s lowest per capita emissions. The country’s challenge is balancing oil and gas exports with its climate commitments.

8. Austria (EPI Score: 69.0)

Austria scores 69.0 on the 2024 EPI, reflecting a slight decrease of 0.3 points over ten years. The country excels in maintaining clean cities and countryside through strict agricultural and chemical regulations. Austria’s public transport system and urban planning support eco-living, while strong environmental laws ensure high water quality and effective waste management.

Austria’s challenge is to address areas of stagnation and reinvigorate progress on climate adaptation and emissions reduction.

9. Switzerland (EPI Score: 68.0)

Switzerland earns a 2024 EPI score of 68.0, up 1.8 points over the last decade. The country is renowned for its pristine landscapes, robust waste management, and advanced water treatment systems.

Switzerland’s environmental protection laws and public engagement in sustainability initiatives help maintain high living standards and ecological health. However, Switzerland must continue to innovate in renewable energy and reduce its ecological footprint to stay ahead.

10. Denmark (EPI Score: 67.9)

Denmark rounds out the top ten with an EPI score of 67.9 in 2024, a 1.7-point increase over ten years. The nation is a global leader in wind energy and urban planning that prioritizes cycling and green spaces. Denmark’s comprehensive recycling policies and low pollution levels make it a model for clean living. 

The country’s ongoing challenge is to further cut emissions from agriculture and transportation while maintaining economic growth.

How Are These Rankings Determined?

Environmental Performance Index (EPI):

• Uses 58 indicators across 11 categories, including air quality, water and sanitation, biodiversity, habitat protection, and climate policy.
• Weights environmental health (40%) and ecosystem vitality (60%) to reflect both immediate human well-being and long-term sustainability.
• Draws data from the WHO, UN, and other global agencies, providing a scorecard for each country and highlighting leaders and laggards.

Climate Change Performance Index (CCPI):

• Assesses four main categories: GHG emissions (40%), renewable energy (20%), energy use (20%), and climate policy (20%).
• Uses 14 indicators, combining quantitative data (from IEA, FAO, UNFCCC) and qualitative expert assessments of national and international climate policy.
• Covers 63 countries and the EU, representing over 90% of global GHG emissions.

These indices are not just academic—they guide policy, inform investment, and help countries benchmark progress toward sustainability goals. High-ranking countries typically have strong regulatory frameworks, transparent governance, and engaged civil societies, making them attractive for sustainable business and investment.

Why Does This Matter?

• Policy Guidance: Countries use EPI and CCPI data to set targets, track trends, and refine environmental policies.
• Business and Investment: High scores signal a favorable environment for green investment and sustainable business operations.
• Public Health: Clean air, water, and effective waste management directly improve quality of life and reduce healthcare costs.
• Global Leadership: These nations serve as models for others striving to balance economic growth with environmental stewardship.

Summary point

As environmental challenges grow increasingly urgent worldwide, the achievements of these top 10 cleanest countries in 2025 offer both inspiration and a practical roadmap for sustainable development. Their success demonstrates that with visionary leadership, innovative technologies, and committed public participation, it is possible to safeguard natural resources, improve public health, and foster economic growth simultaneously.

By learning from their policies and practices, other nations can accelerate their own journeys toward a cleaner, greener, and more resilient future—ensuring a healthier planet for generations to come

Dubai is gearing up to host the 19th edition of the Dubai Airshow from November 17 to 21, 2025, at Dubai World Central, with registration now officially open. This landmark event promises to be the most ambitious and future-focused yet, aiming to transform the aviation sector through enhanced engagement, connectivity, and innovation.

The Dubai Airshow has long been recognized as one of the world’s largest and most influential aerospace and defence gatherings. This year, it will bring together over 1,500 exhibitors and more than 148,000 professionals and innovators from 98 countries, offering a vital platform to accelerate cutting-edge technologies and foster cross-sector collaboration.

The event reflects the UAE’s bold vision and commitment to maintaining its rapid aviation sector growth, which currently contributes an impressive US$92 billion to the nation's GDP equivalent to 18.2 percent and is projected to expand further with the Middle East’s commercial aircraft fleet expected to grow at 5.1 percent annually over the next decade.

Major General Dr. Mubarak Saeed bin Ghafan Al Jabri, Executive Director of the Military Committee organizing the Airshow, emphasized the event’s role in showcasing the UAE’s leadership in aviation and defence. He highlighted the Ministry of Defence’s dedication to innovation and talent development, ensuring the UAE remains at the forefront of global military and aerospace progress.

 Notably, this edition will debut a unique runway networking event at SkyDive Dubai, featuring elite global aviation figures in an exclusive setting with drone shows, skydiving performances, renowned DJs, and premium hospitality.

Adding to the Airshow’s allure, 2025 will introduce its first-ever night-time programming on the second day, extending activities until 9 PM. Attendees can explore static aircraft displays, enjoy evening receptions, and witness spectacular drone shows under the stars, enhancing the overall experience.

Sustainability remains a key focus amid the industry’s push toward environmentally friendly solutions. The event will also spotlight innovation hubs such as VISTA, the premier start-up platform for aviation and space technologies, alongside the NextGen Leaders programme and the newly launched Academy, designed to equip emerging talent with essential skills and mentorship.

The Airshow will host the Aerospace Executive Club, facilitating high-level discussions among senior executives on industry trends and strategic partnerships. Moreover, a comprehensive delegation programme co-hosted by the UAE Ministry of Defence, Dubai Civil Aviation Authority, and the Government of Dubai will feature an AI-powered matchmaking system via the official event app, streamlining networking and business opportunities across civil, military, and commercial domains.

Timothy Hawes, Managing Director of Informa Markets, the event organizer, described Dubai Airshow 2025 as the most comprehensive and future-forward edition to date. He underscored its pivotal role in shaping the aviation and defence sectors by fostering innovation, education, and regional growth strategies. The show is also expanding youth engagement initiatives to inspire the next generation of aviation leaders through education and real-world opportunities.

For the public, Skyview the UAE’s only platform of its kind will open its doors, expecting to welcome over 15,000 visitors across five days. This unique access offers live flying displays, interactive experiences, and family-friendly entertainment, making the Airshow an inclusive celebration of aerospace excellence.

As Dubai Airshow 2025 opens registration, it invites global aerospace stakeholders, innovators, and enthusiasts to join a transformative event that not only showcases pioneering technologies but also strengthens the UAE’s position as a global aviation and defence hub.

As summer settles in Qatar, the weekend lineup offers an exciting mix of cultural celebrations, thrilling activities, and family-friendly entertainment that reflect the nation’s vibrant lifestyle. Whether you’re a local or a visitor, this weekend is packed with opportunities to explore Qatar’s rich traditions, dynamic art scene, and natural wonders.

With many events scheduled during cooler evening hours, it’s the perfect time to get out and enjoy what the country has to offer. Here’s a detailed overview of the main events happening from June 25 to 28, 2025, to help you plan a memorable weekend.

Bangladeshi Mango Festival

Souq Waqif’s Eastern Square will host the first Bangladesh Mango Festival from June 25 to July 1, 2025, daily between 4:00 PM and 9:00 PM. Organized by Souq Waqif management and the Embassy of Bangladesh in Qatar, this free event invites visitors to enjoy a variety of mangoes directly imported from Bangladesh, known for their exceptional sweetness and aroma. Guests can sample fresh mangoes, purchase different varieties, and explore mango-based products like juices, jams, and desserts.

The festival also features cultural performances, traditional music, and art that showcase Bangladeshi heritage, creating a lively atmosphere for families and food lovers. Set within the historic Souq Waqif, the event blends Qatari charm with Bangladeshi culture, strengthening ties between the two countries.

The festival is easily accessible by public transport and offers free entry, making it an ideal spot for an evening of tasting, shopping, and cultural enjoyment in Doha.

Summer Bazaar 

The Summer Bazaar continues at Hall 5 of the Doha Exhibition and Convention Centre from June 25 to July 9. Open daily from 10am to 10pm (with Fridays starting at 3pm), this bustling marketplace features a diverse collection of vendors selling everything from artisanal crafts and fashion to toys and gourmet foods.

Designed to cater to all ages, the bazaar includes dedicated play areas for children and a variety of food stalls offering international flavors. It’s an ideal destination for shoppers and families looking to enjoy a lively and colorful market experience.

Scoop by the Sea 

Running until August 13, “Scoop By The Sea” invites families and visitors to enjoy a range of activities at West Bay North Beach. Operating weekdays from 10am to 6pm and weekends from 8am to 6pm, this event features live performances, water sports, creative play zones, inflatable parks, and wellness sessions. It’s a perfect spot for those seeking a fun-filled day by the sea, combining relaxation with adventure in a scenic beachfront setting.

Lusail Karting

For those craving speed and excitement, the Lusail International Circuit’s Public Karting program is open Wednesdays through Saturdays from 6pm to 11pm, starting June 11. The 900-meter track accommodates up to 15 karts simultaneously, with each session lasting 12 minutes. Both solo racers and groups can book sessions, making it a great option for friends, families, or motorsport enthusiasts. The circuit offers a professional and safe environment, and booking in advance is recommended to guarantee your spot.

Whale Shark Watching

Nature enthusiasts have a unique opportunity to witness the majestic whale sharks during their season, which runs until September 19. Tours depart every Thursday, Friday, and Saturday from 6am to 2pm at Al Ruwais Port in northern Qatar. Guests board high-speed catamarans to observe these gentle giants feeding near the water’s surface. This rare encounter offers a fascinating glimpse into marine life, with expert guides providing insights to ensure a safe and educational experience suitable for all ages.

Al Jabala Theatre Show

On June 26 and 27, the Al Jabala Theatre Show will be performed at U Venue. This Arabic-language production combines elements of comedy and horror within a compelling narrative, delivering both entertainment and thoughtful storytelling. The show has generated significant interest among theatre fans, and tickets should be secured in advance to avoid disappointment.

Year End Art Show

Art lovers can explore the “Art and Design Now: Year End Show” at M7 Gallery, running until July 5. Open Saturday through Thursday from 11am to 9pm and Fridays from 3:30pm to 9pm, the exhibition features innovative works by graduating students from VCUarts Qatar. Each piece reflects fresh perspectives and creative experimentation, offering visitors a glimpse into the future of Qatar’s art and design scene. Admission is free.

Food and Feasting Exhibition

This major exhibition at the Museum of Islamic Art, open until November 8, explores the rich culinary traditions of the Islamic world from historical times to today. Presented in collaboration with the Los Angeles County Museum of Art (LACMA), the exhibit features artifacts, stories, and multimedia displays that highlight the cultural, religious, and social significance of food and feasting. Visitors are encouraged to register in advance to experience this immersive journey into Islamic heritage through the lens of cuisine.

Latinoamericano Exhibition

Until July 19, the National Museum of Qatar presents “LatinoAmericano,” the region’s first large-scale exhibition of Latin American art. Featuring over 170 works spanning from 1900 to the present, the exhibition is organized into six thematic sections and draws from the Museum of Latin American Art Buenos Aires (Malba). It offers a rare opportunity to explore Latin America’s rich artistic history and contemporary creativity. Entry is free but requires advance ticket reservation.

Wafa Al-Hamad Retrospective

Mathaf: Arab Museum of Modern Art is hosting a retrospective exhibition honoring Wafa al-Hamad, a trailblazing Qatari artist, educator, and designer. Open until August 9, this exhibition celebrates her 40-year career and her significant contributions to Qatar’s cultural landscape. Visitors can explore a wide range of her works and gain insight into her artistic vision. Admission is free with prior registration.

This weekend in Qatar offers a vibrant mix of experiences—from savoring exotic mangoes and racing on a professional karting track to exploring world-class art and encountering magnificent marine life. Whether you’re seeking cultural enrichment, outdoor adventure, or family fun, the country’s diverse events promise something memorable for everyone.

Emirates, the world's largest international airline, has made a remarkable return to the Paris Airshow after more than 15 years, showcasing its latest aircraft, the Airbus A350, at the prestigious event held at Le Bourget, France. The airline is participating in the 55th edition of the International Paris Airshow, which runs until June 19, highlighting its commitment to innovation and advancements in air travel.

Visitors to the airshow can explore Emirates’ upgraded offerings, featuring enhanced Business Class and Premium Economy cabins, as well as a sleek and spacious Economy Class. The A350 represents a significant leap in design and technology, incorporating the airline’s next-generation cabin features that promise an elevated travel experience.

Sir Tim Clark, President of Emirates Airline, expressed enthusiasm about the airline's presence at the airshow, stating, “We’re pleased to be at the Paris Airshow, showcasing the very best of air travel on one of the most important platforms in the aerospace exhibition calendar. Our return to France’s premier aerospace event underscores Emirates’ dedication to supporting the country's aviation sector, not only through our operational activities but also via sustained investments across the aerospace supply chain.”

Emirates operates 21 weekly flights to Paris, including three daily A380 flights, as well as daily A380 services to Nice and a daily A350 flight to Lyon. Notably, Emirates is the first and only international airline to operate an A380 to Nice Côte d'Azur Airport.

For over three decades, Emirates has played a pivotal role in bolstering France's aviation industry and enhancing trade and tourism. The airline's substantial investments in France have led to significant job creation within Airbus, Safran, Thales, and other sectors of the aerospace supply chain. Since its establishment in 1985, Emirates has invested over €114 billion (approximately $130 billion) to acquire 254 Airbus aircraft, including the A300, A310, A330, A340-300, A340-500, A380, and the newly introduced A350.

As a key customer for French aerospace manufacturers, Emirates sources various components from France, including Michelin tyres, Safran aircraft parts, and Thales avionics systems. In 2023, the airline announced contracts with Safran valued at over €1 billion, which includes a significant deal for the latest generation of seats for its Airbus A350 fleet, Boeing 777X-9, and existing Boeing 777-300ER aircraft. Additionally, Emirates has invested over €322 million in Thales’ AVANT Up system for its A350s.

Emirates SkyCargo provides essential cargo capacity for customers in France, operating weekly flights between Dubai World Central (DWC), Paris Charles de Gaulle (CDG), and Lyon Saint-Exupéry airports. The UAE stands as France’s largest export partner in the Middle East, contributing over €189 million ($215 million) annually to the French economy through various operational expenditures. This includes costs for fuel, over-flight charges, in-flight catering, aircraft landing fees, crew layovers, and advertising.

Furthermore, France serves as Emirates’ top global source for wines, with Bordeaux supplying 58% of the red wine served in the airline's First and Business Class cabins. The airline also contributes to local economies by sourcing gourmet food products and luxury goods from French suppliers, enhancing the overall travel experience for passengers.

At the Paris Airshow, the Emirates A350 on display features three cabin classes: 32 lie-flat seats in Business Class, 21 Premium Economy seats, and 259 generously spaced Economy Class seats. Attendees can witness the airline's enhanced 'fly better' experience, which includes spacious interiors with high ceilings and wider aisles, a next-generation Business Class layout with a 1-2-1 seat configuration, advanced in-flight entertainment systems, improved cabin lighting, faster Wi-Fi, and enhanced seat ergonomics.

The A350 is equipped with the latest noise-reducing technologies and fuel-efficient engines, making it one of the most environmentally friendly aircraft in Emirates' fleet. Its design incorporates lighter materials and aerodynamic improvements that contribute to lower carbon emissions, aligning with the airline's commitment to sustainability.

By the end of this year, the Emirates A350 is set to serve 17 destinations, with the airline having welcomed seven A350 aircraft and an additional 58 units expected to join the fleet in the coming years. This expansion reflects Emirates' strategy to enhance its global network and meet the growing demand for air travel, ensuring passengers enjoy unparalleled comfort and service.

Emirates has once again redefined excellence at the Arabian Travel Market (ATM) 2025, marking its most successful presence to date with record visitor numbers and nearly 40 strategic partnerships forged across the global travel ecosystem. Held at the Dubai World Trade Centre from April 28 to May 1, the event brought together over 55,000 industry professionals from 161 countries and featured more than 2,800 exhibitors, making it the largest edition in ATM’s 32-year history.

Record-Breaking Engagement and Showcase of Innovation

Emirates’ stand was the centerpiece of ATM 2025, welcoming a staggering 27,000 visitors over the four-day event. Attendees experienced firsthand the airline’s latest innovations, including the new-generation A350 Business Class and Premium Economy seats, the signature Onboard Lounge and Shower Spa, and a dedicated showcase of sustainability and accessible travel initiatives.

The presence of high-profile guests, including UAE royal dignitaries such as His Highness Sheikh Mohammed bin Rashid Al Maktoum, underscored the airline’s leadership in shaping the future of global travel.

Forging the Future Through Strategic Partnerships

Emirates announced nearly 40 strategic partnerships, spanning tourism boards, ministries from 21 countries, technology partners, cruise lines, airlines, and rail operators. Among the most notable collaborations were the extension of the long-term partnership with MSC Cruises and a new agreement with Hapag-Lloyd, both aimed at reinforcing Dubai’s status as a premier cruise hub and enriching the air-sea travel experience for passengers.

Emirates also reinforced its executive partnership with the Cruise Lines International Association (CLIA), further solidifying its leadership in the luxury cruise segment.

In the aviation sector, Emirates expanded its global reach through new interline and codeshare agreements. The airline explored the framework for an interline agreement with Kuwait Airways and began discussions on reciprocal codesharing with Philippine Airlines.

Emirates also officially activated its codeshare partnership with Condor, granting Condor passengers access to 13 Emirates destinations via Dubai, including popular leisure spots such as Bali, Bangkok, Phuket, and Cape Town. Additionally, a new codeshare agreement with Air Seychelles was established, further broadening Emirates’ network and offering seamless connectivity for travelers across continents.

Elevating the Passenger Experience

Emirates unveiled a fleet of retrofitted aircraft featuring refreshed interiors, with upgraded A380s now serving key routes to Bangkok, Hong Kong, Nice, and Perth, and renovated Boeing 777s deployed on routes to Madrid, Kuala Lumpur, Phuket, Frankfurt, and Dublin. These enhancements are part of Emirates’ ongoing mission to deliver a refined, luxurious travel experience and to position itself at the forefront of the industry’s evolution.

Empowering the Travel Ecosystem

Recognizing the diverse needs of the global travel market, Emirates launched a series of initiatives aimed at empowering different travel segments. The airline hosted its first-ever travel industry workshop series, partnering with seven tourism boards and attracting over 350 trade partners from 15 countries.

These workshops, alongside more than 600 industry meetings and networking sessions, provided a platform for knowledge exchange and fostered deeper collaboration within the travel sector. Emirates also signed a Memorandum of Understanding (MOU) with American Express Middle East, exploring new offerings for small and medium-sized enterprises (SMEs) across the Middle East and North Africa. This partnership is expected to deliver tailored payment solutions and exclusive incentives, further supporting the region’s vibrant SME sector.

A Vision for Tomorrow’s Tourism

The announcements at ATM 2025 reflect Emirates’ ambitious vision for the future of international travel, perfectly aligned with the event’s theme, “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity.” By leveraging its extensive network, cutting-edge technology, and strategic partnerships, Emirates is not only elevating the passenger experience but also driving the growth of global tourism.

As the airline celebrates its 40th year of operations, its bold innovations and collaborative approach signal a new chapter in the evolution of international travel.

A Platform for Global Dialogue and Collaboration

Emirates’ presence at ATM 2025 was not limited to product launches and partnership signings. The airline played a pivotal role in fostering dialogue and collaboration among global tourism stakeholders. Emirates welcomed delegations from around the world, including a high-profile visit from Jamaica’s Ministry of Tourism, and renewed longstanding relationships with organizations such as the International Congress and Convention Association (ICCA), IDP Education, and Huawei.

These engagements reflect Emirates’ holistic approach to tourism development, encompassing everything from student travel and business events to digital innovation and destination marketing.

As the global travel industry continues to recover and evolve, Emirates’ leadership at ATM 2025 sets a powerful example for how visionary thinking, strategic partnerships, and customer-centric innovation can drive the future of tourism forward

Qatar Airways will highlight its latest technological advancement—an Arabic-language version of its AI-driven virtual cabin crew Sama—at the Arabian Travel Market (ATM) Dubai 2025, reaffirming its leadership in aviation innovation. The enhanced digital assistant, developed in collaboration with UneeQ, now offers seamless Arabic interactions, enabling travelers to access real-time flight updates, tailor itineraries, and receive culturally informed travel advice.

Engr. Badr Mohammed Al-Meer, Qatar Airways Group CEO, underscored the initiative’s significance: “Our participation at ATM Dubai reflects our dedication to shaping the future of travel through collaboration and cutting-edge technology. Sama’s Arabic capabilities embody our commitment to inclusivity and elevating the passenger experience.”

Attendees at the Dubai World Trade Centre (April 28–May 1, Stand ME 1420) will witness Sama’s emotionally intelligent AI, which analyzes user sentiment to recommend personalized travel options, alongside the airline’s QVerse VR platform, Next Gen QSuite cabins, and Multi-Sensory Experience, which previews destinations through immersive visuals, scents, and sounds.

Sama’s integration across Qatar Airways’ app, website, and social media channels (@SamaOnTheMove) further enhances its role as a 24/7 digital concierge, offering tips and engaging content to global travelers.

The airline’s broader digital overhaul, including Starlink Wi-Fi deployment and AI-driven services like duty-free shopping and meal customization, positions Sama as a cornerstone of its strategy to merge technology with human-centric hospitality. Al-Meer emphasized the initiative’s alignment with Qatar Airways’ vision to set global standards for passenger-centric innovation, ensuring a seamless blend of cultural relevance and technological sophistication in modern air travel.