Novotel Deira Creekside and Novotel Suites Mall Avenue are proud to advance their sustainability commitments through the NOVO25 campaign, inspired by the UAE’s Year of Community 2025. Embracing a holistic and impactful approach, the hotels have launched a range of initiatives focused on marine conservation, waste reduction, community education, and responsible dining practices, all aligned with Novotel’s Positive Impact Plan to rebalance its impact on the ocean through four key pillars: Reducing plastic & carbon footprint impact, Introducing delicious, healthier and more sustainable food choices, Enhancing education & ocean awareness and contributing to research & innovation.

Central to the hotels’ sustainability journey is their collaboration with Project REEFRAME, led by FREESTYLE DIVERS, supporting coral reef restoration off the coast of Dibba, Fujairah. This initiative embodies the third and fourth pillars by contributing directly to ocean research and innovation and enhancing community awareness. The hotels facilitated the deployment of two durable artificial reef structures that provide a stable foundation for coral growth, prioritizing resilient species capable of withstanding climate stress. Over 100 marine species are expected to return, a clear indicator of the reef’s revitalization. Staff, guests, and local volunteers are encouraged to participate in coral planting and reef monitoring, strengthening community bonds around conservation.
To deepen their impact on education and ocean awareness, the hotels organized educational trips for their own teams to Fujairah. There, staff experienced firsthand coral restoration techniques and gained insights into the ecological importance of healthy reefs, empowering them to advocate for sustainability throughout their operations.

Further engaging the community, Novotel Deira Creekside and Novotel Suites Mall Avenue recently hosted 15 young sustainability champions from local schools. The students visited WasteLab, where food waste is transformed into compost, demonstrating circular waste management and reducing landfill contributions, directly addressing the first pillar by lowering the hotels’ carbon footprint. The students also attended an insightful talk by Darryl Owen, the ocean conservationist and founder of Project REEFRAME, who shared his expertise on marine ecosystems and coral restoration. Meanwhile, the hotels designed and distributed educational coloring booklets aimed at engaging children with fun ocean facts, inspiring lifelong conservation values and fostering ocean awareness from an early age.
Supporting the second pillar of Novotel’s plan, the hotels have made a clear commitment to responsible dining. Endangered marine species are excluded from their menus, and at least 26% of menu options are vegetarian, promoting healthier and more sustainable food choices that reduce environmental impact.
To further amplify ocean conservation messages, the hotels will host the ReBalance the Ocean Art Exhibition for one month, showcasing local artists whose work celebrates marine ecosystems and inspires guests to reflect on their personal role in protecting the ocean.
“We are proud to lead by example in sustainability through both our operational practices and community initiatives,” said Nishan Silva, Regional General Manager, Dubai & Emirates North, UAE. “Our partnership with Project REEFRAME and our ongoing efforts to educate both our team and the wider community underscore our commitment to protecting the environment. By hitting all four pillars of Novotel’s Positive Impact Plan, from reducing plastic and carbon footprints to fostering education and supporting ocean research, we are helping to create a healthier planet for future generations. We invite our guests and partners to join us on this important journey toward sustainability.”
Through this integrated approach, combining conservation projects, education, sustainable operations, and responsible dining, Novotel Deira Creekside and Novotel Suites Mall Avenue are shaping a more sustainable hospitality future, protecting the UAE’s unique marine ecosystems and inspiring meaningful community involvement.