Adam McEwan is the Founder and CEO of Hero Experiences Group, a pioneering adventure tourism company dedicated to delivering unforgettable and sustainable travel experiences in the UAE and Saudi Arabia.

With a passion for innovation and a commitment to ecotourism, Adam has positioned Hero Experiences as a leader in promoting responsible tourism that prioritizes environmental conservation and community engagement.

His visionary approach focuses on creating thrilling yet safe adventures while integrating sustainability practices into every aspect of the company.

In this Q&A session with Destination KSA, Adam shares insights into Hero Experiences Group’s vision, the challenges they face, and their dedication to safety, ecotourism, and sustainable tourism practices.

Adam McEwan x Destination KSA

What inspired you to join Hero Experiences Group, and what vision do you have for eco-tourism in the UAE and Saudi Arabia?

After working in several companies and travelling to almost 140 countries, I noticed that while some travel experiences were high-quality, they lacked authenticity. On the other hand, those that emphasized authenticity often fell short on quality. Frustrated by this, I proposed a concept that merged high-quality experiences with true authenticity to my previous employers, but it wasn’t very well-received. So, my colleague and now business partner, Bassam Chamoun, and I decided to strike out on our own. In 2012, we launched a desert safari company that crafted authentic experiences without compromising on quality – Platinum Heritage.

A few years later, we partnered with a hot air balloon company in Dubai, whose take-off sites were very close to our camps. We packaged the hot air balloon flights with our desert safaris, enhancing the experiences with an overnight stay and post-flight breakfast. What began as a small operation quickly gained traction, and soon after, we expanded our services by acquiring the hot air balloon company. Over time, this led to the creation of the Hero Experiences Group, now offering a variety of premium travel experiences across the UAE and Saudi Arabia, including the newly launched Hero Balloon Flights Saudi, which offers guests an opportunity to unlock their inner explorer and ignite curiosity, as they float high above AlUla’s spellbinding canyons and tombs that stretch as far as the eye can see.

How do you define ecotourism, and what principles guide your operations to ensure sustainability in the desert safari experience?

Our approach to ecotourism is built on conservation, cultural preservation, and community engagement. We embraced sustainability long before it became mainstream and remain one of the few organizations committed to eco-friendly tourism. At Hero Experiences Group, we maintain sustainable practices through solar-powered camps, restored vintage vehicles, and responsible nature drives, ensuring that our operations have minimal impact on the environment. This philosophy extends to Hero Balloon Flights Saudi, where guests can experience breathtaking aerial views while minimizing their ecological footprint.

What makes Platinum Heritage Saudi’s offerings in AlUla stand out?

Platinum Heritage Saudi offers exclusive access to the Sharaan Nature Reserve, known for its stunning landscapes and biodiversity. Our luxury safaris include the Sharaan Platinum Lunch Safari, where guests explore magnificent landscapes and ancient rock inscriptions in the reserve in Land Rover Defenders followed by a hearty lunch. The Sharaan Platinum Dinner Safari, features a nocturnal eco-walk, astronomy and a South African “Braai” dinner under the stars. Each experience is designed to blend history, adventure, and comfort, providing a truly unique journey through AlUla’s ancient heritage.
Additionally, Hero Balloon Flights Saudi offers an unparalleled opportunity to view landscapes that are filled with historic tales of ancient civilizations and their journeys. Floating in a hot air balloon, guests witness the stunning beauty of the reserve and AlUla’s natural wonders, all while adhering to strict environmental guidelines.

What challenges have you faced while establishing and growing Hero Experiences Group, particularly in Saudi Arabia?

One of the major challenges was shifting industry mindsets. Many intermediaries believed that safaris required elements like dune bashing and cheap entertainment to be successful. We had to prove that a more authentic and eco-friendly approach could resonate with guests and deliver luxury. While this required persistent communication, we eventually gained trust by highlighting the cultural value of our offerings. Internally, we also faced challenges, often managing multiple roles, but this built a strong foundation for our brand.

How does Hero Experiences Group engage with local communities and support the preservation of the desert environment?

We collaborate closely with local Bedouin communities to ensure that our experiences honor their traditions. In Saudi Arabia we pride ourselves on hiring local Saudi nationals and empowering them to refine their skills in the travel industry, in turn making it an even more appealing destination for international travelers. Our guests contribute to preserving the region’s cultural and natural heritage by choosing our eco-luxury experiences.

What trends do you see shaping the future of ecotourism in Saudi Arabia, especially with your expansion into AlUla?

Ecotourism is evolving rapidly in Saudi Arabia, with destinations like AlUla leading the way in sustainable luxury. More travelers are seeking meaningful connections with nature, and as Platinum Heritage Saudi is positioned at the forefront, we combine adventure with a deep respect for the environment. AlUla’s initiatives, such as the Sharaan Nature Reserve, showcase Saudi Arabia’s commitment to sustainability, and we expect ecotourism to play a key role in Vision 2030. All adventures we curate are done with Vision 2030 in mind and ensures a contribution to the future of ecotourism in Saudi Arabia.

What specific sustainability practices are implemented at Platinum Heritage Saudi to minimize environmental impact?

As one of the very few operators allowed to conduct tours in Sharaan Nature Reserve, we already adhere to a strict set of guidelines that granted us this honor. We only operate on set tracks and explore areas approved by the local authorities, preserving the ancient history held by Sharaan. Nothing that we have set up in Sharaan Nature Reserve consists of any permanent structures. Everything is assembled and disassembled daily, ensuring that we leave absolutely no footprint behind. Every guest that joins our experiences is educated in an entertaining way about the importance of sustainability and how they can contribute to a more sustainable way of living.

How has guest feedback influenced the evolution of your offerings, and can you share any memorable guest stories?

Guest feedback has been instrumental in refining our offerings. Our Conservation Guides are trained to be tuned into guests’ reactions and emotions, ensuring an unforgettable journey throughout their experience. At the end of every experience, guests are invited to share their feedback, and all feedback is immediately shared with our senior management. Every review and every comment is taken seriously, and if we are able to improve our future experiences by honoring guests’ requests, we do.

How do you balance providing adventurous experiences while ensuring the safety and comfort of your guests?

Safety is always a priority at Platinum Heritage Saudi and Hero Balloon Flights Saudi. Our guides are extensively trained, and we follow strict protocols to ensure that every adventure, from exploring AlUla’s canyons to nocturnal eco-walks, meets the highest safety standards. This ensures our guests can fully enjoy their experiences with peace of mind.