NEOM has been recognised with the title of World’s Leading Sustainable Health & Well-being Initiative 2025 by voters at the World Sustainable Travel & Hospitality Awards (WSTHA).  The prize was revealed in front of hundreds of global leaders of sustainable tourism gathered in Dubai for the World Sustainable Travel & Hospitality Awards 2025. The VIP ceremony was held at Terra, Expo City Dubai and recognised the individuals and organisations that are accelerating change in net positive tourism.

WSTHA is run in partnership with the World Sustainable Hospitality Alliance, whose partners and members represent over 66,000 hotels, eight million rooms globally, 300 brands, and over 100 supply chain and strategic partners.

“It feels amazing to win. This journey stated on a piece of paper three years ago and now we have won this award and we are gaining traction. The biggest step forward for NEOM is a large Artificial Intelligence layer above all of the systems we use, connecting many systems to generate a huge amount of data, all of which we are using to reinvent ourselves and improve.” - Rolf Reichelt, Director Hospitality Services, NEOM

Through recipe reformulation, every ingredient is mapped, enabling recipe improvement that results in a decrease of high fats (-40%), saturated fat (-20%), salt (-20%), and sugars (-8%). Menus display carbon, water, and nutrition. 

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