ARADHANA KHOWALA

As a leading figure in luxury hospitality, travel, and tourism, she boasts a career spanning 23 years, covering five continents and over 75 countries. Currently serving as the CEO of Aptamind Partners, a strategic consultancy, she leverages extensive experience to guide governments, emerging destinations, and organizations in future-proofing their ventures. Previously, she held the role of Managing Director of Tourism at NEOM, a $500 billion ground- breaking sustainable project in Saudi Arabia.

Holding key board positions, including Chair of the Group Advisory Board of Red Sea Global and roles at AMAALA and Elaf Group, she contributes to innovative projects. Her diverse background includes work with Jones Lang LaSalle, strategy consulting in Europe and Asia, and hospitality operations in India. An accomplished public speaker, she has graced TEDx stages, engaged in global policy discussions, and advocated passionately for women's empowerment, diversity, and inclusion. As an activist for equality, she dedicates substantial time to engage with Heads of States, lobbying for travel and tourism as a force for good, emphasizing principles of equity, justice, and mindfulness. Aradhana Khowala.

Share with us a summary of your personal journey?

My professional journey has been diverse, spanning luxury hospitality, strategy consulting, brokerage, marketing, and guiding destinations while advocating for positive tourism impact through government lobbying. It's far from a linear path, resembling a zig-zag pattern, with ‘Global’ reflecting both my personal and professional life. Opting against the conventional route of long tenures in one place, I gathered a broad spectrum of experiences, recognizing the limitations of a rigid, linear journey early on. To gain a competitive edge, I embraced risk, understanding its crucial role in exponential growth. Conducting routine cost-benefit analyses before new challenges became a habit, and I navigated life's comfort, growth, and crisis zones, finding profound growth in the latter. Systematically breaking conventional rules, inspired by the Dalai Lama's wisdom, allowed me to understand and transcend boundaries. Risk-taking defined my journey, from leaving medical school to challenging norms in the hospitality industry three decades ago. Ventures into consulting, Switzerland, real estate, marketing, and entrepreneurship involved leaving big brands, acknowledging growth beyond familiarity. Specializing in advising destinations and influencing policies for sustainable tourism, my focus is on social sustainability, diversity, and inclusion. While my journey may seem eclectic, I believe it's perfectly aligned, with the most profound innovations emerging from cross-domain application. Life, akin to dating, is an ongoing experiment with no shame in encountering failures; it's about exploring until finding the perfect fit.

 You have had a remarkable career spanning luxury hospitality, strategy consulting, and sustainable tourism. Can you share the key experiences or moments that have shaped your journey and your commitment to sustainability?

Summing up my diverse activities proves challenging, as I'm deeply involved in advising, writing, speaking, podcasting, serving on boards, participating in think tanks, and advocating for policy change simultaneously. Rooted in my entrepreneurial spirit, I excel in marketing, storytelling, simplifying complex issues, and serving as a compelling evangelist. Challenges invigorate me, and my career highlights stem from breaking free of conventional paths. Guided by courage in my convictions, I back good ideas, people, and myself, recognizing that alignment can vary.

I wholeheartedly engage in endeavours, driven by passionate commitment or nothing at all. The inception of Aptamind Partners reflects my commitment to enhancing sustainability, community empowerment, and diversity within the international travel and tourism industry. Our vision targets industry-wide transformation, collaborating globally to implement Environmental, Social, Governance (ESG) strategies. These strategies aim not only to stimulate economic growth but also actively generate positive outcomes for communities affected by or dependent on tourism. Central to our advisory work is the belief that tourism can be a force for good, dismantling inequalities, enhancing working conditions, and contributing to a better world. I'm confident that successful future businesses, particularly in tourism, will be those dedicated to addressing the world's pressing challenges. My impactful collaborations thrive with leaders championing bold cultural and social stances, prioritizing action, and contributing measurably to positive societal change, whether in the private sector or government.

As the CEO of Aptamind Partners, you advise governments, emerging destinations, and organizations on sustainable tourism. Could you elaborate on the role of sustainable tourism in today's world and its potential for positive social and financial impact?

In my early career, the confines of large corporations left me frustrated by restrictions on actions and expressions, bound by a seemingly cookie-cutter mandate. My vision for travel and tourism surpassed these limitations, aspiring to empower women, reshape sociocultural narratives, and impel policymakers to meaningful action; envisioning tourism as a force for good. Aptamind arose to bridge this gap, embodying a truly independent voice unafraid to address uncomfortable topics. Operating as a wholly independent entity, Aptamind is a private consulting practice devoid of political affiliations. We see ourselves as part crusaders, part activists, part storytellers, and crucially, as "DOERS," showcasing how tourism can genuinely be a force for good. Our focus intersects climate resiliency, community engagement, and prioritizing racial and gender equality in destination strategies, all rigorously assessed for impact. Now privileged to select work aligning with our beliefs, we collaborate with leaders who share our vision for unlocking tourism's potential as a change agent. As the industry evolves rapidly amid challenges like digital transformation and climate change, sustainable tourism alone falls short. Enter regenerative tourism, actively contributing to ecosystem, community, and culture restoration. This holistic shift, from reducing negative impacts to creating positive ones, revitalizes natural, cultural, and social resources. To effectively address challenges, prompt transition to regenerative practices is imperative. An illustrative example is how regenerative tourism not only creates jobs but also builds economically resilient communities by diversifying income sources, supporting local entrepreneurship, and ensuring equitable economic benefits.

Your leadership roles have been global, with extensive experience in over 75 countries. What challenges and opportunities have you encountered while working in such diverse cultural and economic landscapes?

The odyssey from my Delhi roots to navigating diverse global contexts epitomizes the unique blend of adaptability and resilience shaped by migrant parents. India's vastness, with its 18 official languages and cultural shifts every 100 km, mirrors the diversity akin to traversing Europe to the US. This upbringing instilled a fluid sense of home, a trait my friends, confined by alienation, sometimes find elusive. As a middle child, managing both up and down taught the art of ensuring satisfaction on both fronts, fostering creativity in overcoming challenges. In professional realms, credibility with clients and peers necessitates flexibility and adaptation, unintentionally ingrained through varied contexts.

Presently, as a woman of colour navigating male-dominated spaces, my stature and appearance might invite scepticism. However, rather than harbouring resentment, I view it as an opportunity to showcase my worth, a testament to lessons learned in childhood. Navigating diverse cultural norms poses challenges, demanding an understanding of nuances to foster effective relationships and avoid misunderstandings. Scalability hurdles emerge as a significant obstacle, requiring strategic creativity and perseverance, especially in the face of economic disparities. Balancing profitability across diverse economic landscapes mandates careful planning. Political instability and geopolitical factors add another layer of complexity. Staying attuned to political climates and their potential impact on the industry becomes paramount for effective leadership. In essence, my journey reflects a fusion of adaptability, resilience, and a commitment to proving one's worth, echoing the lessons learned in Delhi, which now serve as invaluable tools in navigating the intricacies of global professional landscapes.

You are actively involved in various boards and committees. How do you balance these roles, and what impact do they have on your work in promoting sustainability in the tourism sector?

My impact is multi-faceted. Firstly, my involvement enables me to influence policies and business practices, fostering a sustainable and responsible approach within the industry. Active participation in decision-making boardrooms allows me to advocate for initiatives prioritizing environmental conservation, community well-being, and ethical business practices. Secondly, my board roles provide a platform for meaningful partnerships and collaborations. Networking opportunities facilitate the exchange of best practices, alliances with like-minded organizations, and joint initiatives amplifying regenerative efforts. Critical to steering the industry towards a more inclusive and sustainable future, my board roles have been transformative. Realizing the potential to influence global political landscapes, I engaged with policymakers, working closely with businesses to align strategies with sustainable principles. My consulting firm, initially founded for private sector innovation, evolved to collaborate with governments on sustainable policies. Leveraging expertise and networking, I aimed to be a positive force, shaping legislation that promotes sustainability, resilience, and responsible tourism.

One of your current roles is as the Chair of the Group Advisory Board of Red Sea Global, which aims to have a net 30% positive environmental impact. Can you tell us more about the objectives and strategies for achieving this ambitious goal?

I may be biased as the Chair of the Board of Advisors at Red Sea Global, but I am genuinely excited about the ground-breaking initiatives they are spearheading. Firstly, they are tearing up the rule book and challenging the status quo. Secondly, they're not just sustaining; they're actively regenerating and contributing to the environment, communities, and locals by their mere existence, moving beyond the passive notion of sustainability. This active reinvention is unprecedented, constantly working to eradicate social inequalities, improve working conditions, decarbonize, and make the world better. I firmly believe that future success lies in companies profiting from solving global issues, not creating them, and Red Sea Global is embodying this philosophy, investing in both people and the planet. In a bold move for a new destination like Saudi Arabia, they've taken on the responsibility of being guardians of the ecosystem, aiming to increase biodiversity by 30% through their development. Operating entirely on renewable energy in a country known for its crude oil production showcases their audacious commitment to sustainability. They could have taken the easy route, but their choice to be regenerative sets them apart.

Central to their vision are plans for reef regeneration, achieving net zero, using clean energy, sustainable waste treatment, and developing low-impact architecture. Red Sea Global aims for a 30% net conservation benefit by 2040, regulating fisheries, expanding diverse habitats, and utilizing electric-only vehicles to reduce pollution. They're limiting tourist numbers, emphasizing the benefits of regenerative tourism while working toward sustainable consumption and production patterns throughout their value chain. Their boldness echoes Nelson Mandela's words – it never seems possible until it is done.

You have been recognized for your advocacy of women's empowerment and diversity in the boardroom. How do you see these principles transforming the leadership landscape in the hospitality and tourism industry?

Gender inequality and the lack of women in leadership roles persist in the travel, tourism, and hospitality industries despite awareness campaigns and policy shifts. Aptamind Partners' recent report on Women in Leadership underscores that progress is slow, and current solutions lack scalability. Despite discussions, the industry is taking only incremental steps toward empowering women. Gender equality in leadership is crucial for the industry's success, fostering inclusivity, innovation, and social responsibility. Advocating for women's empowerment and diversity in leadership catalyses positive transformation, reflecting the industry's diversity and contributing to long-term success. Legislative efforts and accountability measures show positive progress, with the EU gender balance directive expected to further tilt the pendulum in the right direction. However, there's a substantial amount of work ahead, emphasizing the need for widespread measurement, reporting, and accountability to ensure comprehensive progress.

You've spoken at TEDx, the United Nations, and G20. What are the key messages you've shared during these high-profile events, and what impact do you hope to achieve through your public speaking engagements?

Being part of the thriving Travel, Tourism, and Hospitality industry, transporting over 1.5 billion people globally annually, feels incredibly fortunate. Yet, I recognize the need for a transformative shift from the current industrial system, and my focus is on expediting that change. As a self-proclaimed rebel and constructive non-conformist, I question the status quo, break down complexities, and engage in impactful conversations through writing, speaking, and teaching. My goal is to make sense of our bewildering world, inspiring action and challenging norms. Mastery in various skills, from writing to dancing, shapes my identity, each new skill altering my perspective. With a passion for the industry, I aim to inspire, educate, and raise awareness through speaking engagements that exceed expectations, challenge norms, and convey challenging messages with good humour.

In 2022, you were featured among the 100 most powerful people in global hospitality. What does it mean to you to be considered one of the industry's most influential leaders, and how do you intend to leverage this influence for positive change?

Recognition is a gratifying acknowledgment, driving me to do more and uphold responsibility. Being acknowledged as a prominent figure in global hospitality isn't just a recognition of past achievements but a call to action for positive change. My goal is to leverage this influence to guide the industry towards a sustainable, inclusive, and ethical future.

As a vocal advocate, I aim to champion ethical business practices, advocating for fair labour, transparent supply chains, and responsible corporate governance. Through setting high ethical standards, my aspiration is to inspire others in the industry to embrace similar practices.

Your work involves addressing various aspects of ESG (Environmental, Social, and Governance). How can tourism stakeholders take a more active role in these areas, and what challenges do they face in achieving sustainable tourism practices?

We are the first generation aware of the planet's destruction and the last with the power to change it. The need for education in critical thinking, empathy, and societal understanding, especially among leaders, is paramount. Tourism has long been extractive, contributing to 11% of greenhouse gas emissions and 8000 tonnes of plastic dumped into oceans annually. The growth binge of the past 20 years has led to a realization that nature can no longer be treated like a washroom. Enter regenerative tourism, a spiritual transcendence requiring unlearning. It actively restores and enhances a place's natural, cultural, and social capital, moving beyond sustainability to create positive impacts. For board and advisory work, the realization is clear: a healthy economy, business, and people require a healthy planet. Transitioning from CSR, focused on being less bad, to regenerative tourism is crucial. It's about doing the right thing, not just getting good at the wrong one. Implementing a multi-stakeholder collaborative approach is essential, recognizing that some challenges are too big for individual companies to solve. This transition is an opportunity to redefine the purpose of tourism and rewrite the narrative. Solving global issues requires a purpose-driven approach, dismantling the profit-over-planet belief. Communication is key; stories, role models, and ambassadors of change are crucial for collective action and raising awareness about social responsibility's importance. To effect external change, businesses must internally embed a commitment to social responsibility in their operations, considering long-term impacts and adopting a holistic approach to understanding the consequences of individual and collective actions.

You have a passion for storytelling and believe in the power of radical change for the tourism industry. What is your vision for the future of tourism, and how do you plan to turn this vision into a reality?

In the era of global attention, we find ourselves amidst a cultural renaissance, community rebuilding, and the pursuit of justice for women's rights. Leveraging this spotlight can be a powerful tool for collective activism and global impact. As the tourism industry stands at a crucial crossroads, regenerative practices emerge as a transformative vision, transcending mere sustainability. This approach holds the potential to reshape tourism into a force for positive change, fostering thriving destinations with a lasting legacy. Regenerative tourism envisions a future where the sector becomes a driving force for holistic regeneration. Embracing these principles, destinations can restore ecosystems, empower local communities, and engage visitors as change agents. My vision for the industry's future involves rapid transformation fuelled by technological advancements like AI and digitalization. I foresee a shift towards regenerative, inclusive experiences where tourism actively contributes to community well- being and cultural and natural heritage conservation. Travelers should evolve from mere consumers to active contributors, emphasizing environmental respect and social equity. Harnessing technology for positive impact while minimizing ecological footprints is crucial. The synergy of storytelling, strategic advocacy, collaboration, and creativity forms a potent tool for profound transformation within the tourism industry. Let us unite in purpose, shaping an industry that not only thrives economically but also creates a harmonious and regenerative world for all.

Who do you look up to for inspiration or mentorship?

Inspiration springs from the boundless energy of the young generation, fearlessly challenging norms and dismantling outdated paradigms. Their innate curiosity and hunger for progress create an environment where creativity thrives. This relentless pursuit of solutions is a cornerstone for success, perseverance, and the foundation to build upon. It's essential to embrace and nurture this quality throughout our careers. Say "yes" more than "no" and focus on why it will work rather than why not. In mentorship, I find guidance in a community of industry friends whose values align. Trust, mutual respect, complementing strengths, and shared values shape the foundation of a mentor-mentee relationship.

Where do you see yourself ten years from now?

I fearlessly challenge industry norms, positioning myself as a pioneering advocate for systemic change and inclusivity. Beyond conventional consultancy, my vision involves innovative approaches, reshaping how the tourism sector embraces inclusivity. This future marks a paradigm shift, blending my passion for DEI and commitment to regenerative tourism. I aim to leave an indelible mark, inspiring global change. Believing in reinvention every 5-10 years, I transitioned from hospitality to strategy consulting and spent the last decade influencing global industries through board leadership. In the next decade, I aspire to lead a global foundation, supporting and scaling impactful solutions.

What do you want to achieve next?

My imminent goal is to publish a transformative book, transcending words to ignite change, challenge perceptions, and empower women. Utilizing storytelling, advocacy, and shared experiences, I aspire to catalyse a positive societal shift, envisioning a world where every woman is acknowledged, celebrated, and empowered to realize her full potential.

How do you want to be remembered one day?

I firmly believe our legacy isn't defined by conformity but by daring to question, challenge, and fearlessly forge a path toward the envisioned better world. In a female-majority industry at the bottom and a minority at the top, I aim to be remembered as a fearless advocate, reformist, and revolutionary woman of conviction, inspiring others by embracing life without fear.