Gilles Nicolas, area general manager at IHG Hotels & Resorts in Qatar, on the roof of the Crowne Plaza Doha. Christopher Elliott When it comes to sustainability, you might not expect much from Qatar, a place that air-conditions its soccer stadiums, parks, and even outdoor malls. But maybe you should. In this small country on the northeastern coast of the Arabian Peninsula, there are signs of change. Solar panels are sprouting from the roofs of hotels. You'll find LEED certification plaques on the sides of grocery stores. And the fastest way around town is with the hyper-efficient Doha Metro. Qatar has set sustainability goals for 2030 by focusing on developing what it calls smart cities. But the challenge is obvious: Energy is cheap and abundant. Also, Qatar has leaned into the luxury tourism segment, which seldom aligns with a green agenda. "It's not easy," says Alan Scheller-Wolf, a professor of operations management at Carnegie Mellon University’s Tepper School of Business. That hasn't stopped some in Qatar's tourism sector from trying. Sakthivel Jayaraman, director of engineering at the Crowne Plaza Doha, shows Gilles Nicolas, area general manager, plans for the hotel's new recycling plant. Christopher Elliott Solar panels and recycling at the Crowne Plaza Qatar has plans to slash more than 90 percent of its waste from landfills by 2030, but some hotels want to get a head start on it. For example, the Crowne Plaza Doha has added its own recycling and green energy initiatives. "We're doing more," says Gilles Nicolas, area general manager at IHG Hotels & Resorts in Qatar. IHG, the parent company of Crowne Plaza, has set ambitious targets for reducing energy consumption across its global portfolio. They include: Replacing traditional lighting with energy-efficient LEDs Installing water restrictors in showers and faucets to reduce water usage Phasing out single-use plastic bottles and introducing a system for washing and refilling glass bottles Investing in solar panels to heat water, reducing reliance on fossil fuels Nicolas says being sustainable in Qatar can be a challenge. "Energy is inexpensive here," he observes, noting that this low cost contributes to a culture of high consumption. The lack of a comprehensive, mandatory recycling program in Qatar further complicates sustainability efforts. While IHG hotels have implemented in-house recycling initiatives, the ultimate fate of the collected waste remains uncertain. An electric bus in Doha, Qatar. Aren Elliott In Doha, electric buses and a driverless subway Visitors can see signs of Qatar becoming green in all kinds of places. There's a new fleet of electric buses on the road. Qatar's Ministry of Transport is transitioning its public transport bus system to a 100 percent electric fleet within the next five years. If you walk in the trendy Msheireb district, you can find signs of sustainability on the side of buildings. All the buildings are either Gold or Platinum LEED-certified, which means they meet some of the highest standards in the world for green buildings. And then there's the Doha Metro, the city's new driverless subway. It's received several awards and certifications for its sustainability efforts, including a certificate from the Global Sustainability Assessment System. The Doha Metro also has an ambitious water recycling and waste management system. But for visitors, it is also the fastest and most efficient way to get around town — and perhaps Doha's most visible sign of sustainability. A LEED-certified building in Doha's Msheireb district. Aren Elliott An airline perspective on sustainability in Qatar While hotels are making strides in sustainability, airlines also play an important role in reducing the environmental impact of travel. Qatar Airways, the country's flag carrier, is working through some of the systemic challenges in achieving sustainability. "Of course, we are completely on the agenda of sustainability, like everybody," says Thierry Antinori, the chief commercial officer at Qatar Airways. "We truly believe that." Airlines face an intricate web of stakeholders, including politicians and regulatory bodies, often with conflicting priorities. And there's also the lack of readily available and cost-effective sustainable aviation fuels such as biofuel. That makes it difficult to achieve the targets stakeholders are putting in front of them. Despite the hurdles, Qatar Airways has implemented internal measures to become more sustainable. Antinori says a recent International Air Transport Association fuel efficiency assessment ranks Qatar Airways among the top eight airlines globally. He attributes this achievement to strategies like route optimization, reducing diversions, and maintaining a modern and fuel-efficient fleet. The airline also offers optional carbon offsetting programs for passengers, but the uptake rate on them has reportedly been low. It seems that while passengers want sustainability, few are willing to pay extra for it. That's a problem outside of Qatar as well. There's still a gap between consumers' desire for eco-friendly travel and their willingness to bear the associated costs. Cautious optimism about the future of sustainability in Qatar Nicolas, the hotel manager, believes that significant progress is possible in the future. In Europe, authorities have banned plastic bottles and incentivized electric vehicle adoption, and he sees the Middle East heading in that direction. While Qatar has embraced large-scale events like the FIFA World Cup and the upcoming UN Climate Change Conference as opportunities to showcase its green credentials, there are opportunities to do more. Despite the obstacles, he remains optimistic. Perhaps the government will unveil new policies and raise public awareness about the importance of environmental stewardship. As Qatar continues to develop as a tourism destination, its commitment to sustainability will be closely watched. While the journey is just beginning, the quiet progress being made by hotels like the Crowne Plaza Doha, and by Qatar Airways, offers a glimmer of hope that a greener future is within reach. Editorial StandardsForbes Accolades