Founded under the aegis of Aga Khan, Serena Hotels has a strong presence in developing countries.The chain is resolutely dedicated to sustainable tourism to develop hotels in regions that lack appeal for the leaders in the sector.This strategy benefits local communities as much as it pleases its clientele.
The Aga Khan Fund for Economic Development (AKFED) is dedicated to building economicallysound enterprises in the countries of Asia and Africa where foreign- direct investment and management know-how are in short supply, and where many private investors regard the risk as too great. The focus is not on profit, but on people. We seek ways to transfer knowledge and technical capacity to local citizens and to the national economy to generate an economic ripple effect. This is the AKFED development agenda in the countries where we are active, from Afghanistan to Uganda, almost always at the invitation of the government concerned. All AKFED strategic investments are made in close consultation with the government, focusing on the key sectors of industry, infrastructure, media, financial services, air transport and the Leisure industry.* AKFED’s involvement in tourism development in South Asia and East Africa takes place under the aegis of Tourism Promotion Services (TPS), with companies incorporated in Kenya, Tanzania, Zanzibar, and Pakistan. Operating under the Serena brand name, Tourism Promotion Services owns and manages 15 hotels in East Africa and Asia. HTR: In what ways is sustainable tourism very important for the future of the tourist industry? _ P. M: The modern traveller appreciates environmental conservation initiatives and as leaders in this field Serena Hotels benefit from a competitive advantage. This has brought a change in policy that compliments legislation in favour of the industry. It evaluates practices and activities that negatively impact the social and physical environment by promoting environmental conservation and sustainable use of the natural resources. Well-planned and managed ecotourism has proven to be one of the most effective tools for the long-term conservation of bio-diversity when the right circumstances are present (such as market feasibility, management capacity at a local level, and clear and monitored links between ecotourism development and conservation). The concept of sustainable tourism is important for the future of the tourist industry because: -* It actively contributes to the conservation of natural and cultural heritage, hence future sustainability of the environment and wildlife, -* It includes local and indigenous communities in its planning, development and operation, contributing to their well-being, -* It interprets the natural and cultural heritage of the destination for the visitor, -* It lends itself better to independent travellers, as well as to organised tours for small groups.* AKFED’s involvement in tourism development in South Asia and East Africa takes place under the aegis of Tourism Promotion Services (TPS), with companies incorporated in Kenya, Tanzania, Zanzibar, and Pakistan. Operating under the Serena brand name, Tourism Promotion Services owns and manages 15 hotels in East Africa and Asia.
