“It hasn’t been the easiest route,” smiles Adam McEwan as he describes his experience of co-founding Hero Experiences Group in 2019. Specialising in immersive adventures with a strong focus on sustainability and authenticity, the luxury travel company is led by Adam’s passion for providing guests with meaningful travel moments. He began by launching desert safari company Platinum Heritage in 2012, which was followed by Hero Balloon Flights, The Dubai Balloon at Atlantis, and Absolute Adventure, all of which aim to connect travellers with local culture. Adam spoke to Esquire Middle East about his remarkable journey.
Platinum Heritage is the only sustainable desert safari company in the UAE. When you read that statement how do you feel?
It’s a proud moment, but also a responsibility. When we launched Platinum Heritage in 2012, sustainability wasn’t the buzzword it is today. Back then, people questioned why we didn’t do dune bashing or why we restored old Land Rovers instead of using shiny new ones. But we had a vision: to create something authentic, responsible, and rooted in heritage.
Why do you believe so strongly in sustainable travel?
I’ve explored over 140 countries and I’ve seen how tourism can uplift or erode a destination. Some places thrive through thoughtful visitation, while others lose their essence to over-tourism. That left a mark on me. I’ve always believed that if tourism is to have a future, it has to serve both the traveller and the destination. For example, with Platinum Heritage we decided to restore and operate 1950s vintage Land Rovers instead of buying new vehicles, which has helped us avoid more than 360 tonnes of CO₂ emissions since 2012. Also, we do not offer dune bashing of any kind because it damages the delicate desert ecosystem. We collaborate with conservationists to operate gentle drives on set tracks that focus on sharing valuable information about desert fauna and flora.
“We’re creating emotional connections that stay with our guests long after they leave“
Adam McEwan
How knowledgeable is the customer about sustainable travel in 2025?
Today’s traveller is far more informed and intentional than ever before. Customers ask how we power our camps, how we treat animals, and where our food is sourced. Travellers want their travel choices to reflect their values, and that’s a beautiful shift. There’s a growing hunger for authenticity and responsibility in travel. They often arrive expecting a luxury desert safari and leave having learned something profound about the land, the culture, and the delicate balance of nature.
How exciting is it to be working in the sustainable travel sector right now?
This is, without doubt, one of the most exciting eras in travel. We’re at the intersection of technology, consciousness, and innovation. Sustainability is no longer a checkbox, it’s the lens through which great travel experiences are designed. There’s a sense of shared urgency, but also shared opportunity.
Looking at the travel industry’s efforts in sustainability as a whole, are you optimistic about the future?
I’m optimistic, but cautiously so. There’s still a long way to go, but the momentum is there. There’s more awareness and accountability in the industry now than ever before. Many brands are moving in the right direction, but it’s crucial that sustainability isn’t treated as a marketing trend, but as a necessity. If we, as an industry, can continue to listen and evolve, then the future of travel can be both sustainable, responsible and deeply immersive – all at once.