Dubái: La apuesta por el turismo sostenible.

Abstract

Introduction / Objetive: Dubai has experienced a significant rise in sustainable tourism, so we explore whether this transformation represents a genuine environmental commitment strategy or a branding tool that reinforces its global positioning. In a context marked by climate change and the growing ethical demands of modern tourism, Dubai represents a paradigmatic case where sustainability is intertwined with development, luxury, and innovation. Methodology: For this analysis, extensive and varied research was conducted, including magazines, articles, government websites, and interviews with individuals involved in the tourism sector. This diversity of sources provided a comprehensive view of the growth of sustainable tourism in Dubai. Results: Sustainable initiatives in Dubai include a ban on single-use plastics, the implementation of buildings with green regulations, the widespread use of solar energy, and projects such as the Sustainable City. Furthermore, a cultural appropriation of sustainable discourse was identified among tourism sector staff, who integrate these practices as part of their professional identity. Finally, it was observed how these actions reinforce the emirate's international branding, combining sustainability with luxury and responsibility. Conclusions: Dubai has managed to translate its sustainable practices into tangible realities that transform both its infrastructure and the tourist experience. Sustainability, beyond an environmental requirement, becomes a strategic tool for global differentiation. This comprehensive approach allows the emirate to position itself as a modern and responsible destination, aligned with the sustainable development goals, thus strengthening its tourism-based economy without sacrificing its innovative and cutting-edge identity.