Adam McEwan has transformed the way the world thinks about luxury adventure tourism. As Group Chief Executive Officer of Hero Experiences Group, he has built an empire that spans from award-winning desert safaris to world-first hot-air balloon falconry experiences, all whilst championing sustainability and cultural authenticity in an industry often criticised for its environmental impact. His journey from passionate global explorer to industry pioneer offers compelling lessons for business leaders seeking to build purpose-driven enterprises that challenge conventional thinking and create lasting value.
In this exclusive interview for The Executive Magazine, McEwan reveals the strategic thinking behind his decision to reject mass-market tourism practices when founding Platinum Heritage in 2012, choosing instead to focus on eco-conscious operations and genuine cultural immersion. His approach has not only redefined desert safari experiences but positioned his organisation as the UAE’s most awarded safari company. Now, with Hero Experiences Group expanding across the Middle East, McEwan discusses his methodology for identifying untapped opportunities, maintaining company values during rapid growth, and his vision for the future of regenerative luxury travel that enables visitors to become active participants in conservation efforts.
Your journey from exploring 140 countries to working in the cruise and aviation sectors, and ultimately founding Platinum Heritage and Hero Experiences Group, represents a remarkable evolution from passionate traveller to industry pioneer. How did those early experiences combined with your exposure to luxury travel operations, shape your understanding of authentic travel and influence your entrepreneurial approach?
“Travel can be a powerful teacher. Experiencing over 140 countries showed me how meaningful tourism can transform lives, bringing joy to visitors, uplifting local communities, and preserving cultural heritage. I also saw how, when done without care, it could miss the opportunity to connect people deeply with a place. My time in cruise and aviation taught me the importance of creating seamless journeys, but what inspired me most were those rare moments of authenticity, when travel left people touched, changed, and inspired.
“That understanding became the foundation of Platinum Heritage and the Hero Experiences Group, to create travel that gives back, protects traditions, and leaves guests with something lasting and genuine. For me, entrepreneurship in this space has always been about celebrating heritage and nature while crafting experiences that enrich both the traveller and the communities who welcome them.”
The founding of Platinum Heritage in 2012 marked a pivotal moment in redefining desert safari experiences. What specific vision drove you to challenge conventional mass-market practices, and how did you build the confidence to create a new standard in an already established industry?
“After the global financial crisis in 2009, the desert safari industry was caught in a race to the bottom, with operators slashing prices at the expense of quality, safety, and guest experience. At the same time, I noticed boutique hotels holding firm to exceptional service, offering butlers, pillow menus, and genuine respect for their guests. That contrast convinced me that travel didn’t need to compromise, and that experiences could be both commercially viable and deeply respectful of people, culture, and the environment.
“When we founded Platinum Heritage in 2012, desert safaris were almost universally associated with dune bashing and mass entertainment. We felt strongly that the desert deserved something better, and that travellers were ready for authenticity, heritage, and conservation. It was an unconventional stance, and at the time, we were ridiculed and told that it could never work, that guests only wanted thrills, not depth. But we believed otherwise. That belief gave us the courage to challenge an entrenched model and set a new standard for what desert experiences could and should be: meaningful, sustainable, and transformative.”
Platinum Heritage distinguished itself by prioritising eco-conscious desert safaris with solar-powered camps and eliminating single-use plastics, well before sustainability became an industry imperative. What drove this early commitment to environmental responsibility, and how has it influenced your competitive positioning?
“For us, sustainability was never about following a trend, it was about doing what felt right. From the very beginning, we saw the desert as something fragile and worth protecting, and that belief guided every decision. We built solar-powered camps, eliminated single-use plastics, and chose to restore vintage Land Rovers rather than purchase new vehicles every few years. These choices were not made for marketing content, but out of a genuine respect for the environment that welcomed us.
“That early commitment became a defining part of who we are. It set us apart in an industry where sustainability was often an afterthought, and it built trust with our guests. They could see that we weren’t just speaking about responsibility, we were living it. In doing so, we showed that protecting the desert and delivering world-class experiences could go hand in hand, creating a model that others would later try to follow.”
Your approach to developing extraordinary experiences demonstrates a keen ability to identify untapped opportunities in the adventure tourism sector. What methodology do you employ when evaluating potential new ventures, and how do you determine whether an innovative concept will resonate with your target market?
“When I worked on developing destinations for the cruise industry, I learned that the experiences people remembered most were the ones that were unique, immersive, meaningful, and exciting. We realised early on that the guest had to be at the centre of everything, not as a passive observer but as the Hero of their story. Our goal has always been to design those rare “anchor memories,” the exceptional days that stay with you for a lifetime.
“When evaluating new ventures, I always come back to two simple questions: is it authentic to the destination, and will it create an emotional connection for the guest? If the answer to either is no, we don’t move forward. This philosophy led to concepts such as the world’s first in-flight falconry in Dubai or our off-grid luxury camps in AlUla. These were never gimmicks, they were experiences rooted in culture, place, and storytelling, which is why they continue to resonate so strongly with our guests.”
Building a luxury brand in the dynamic Middle Eastern tourism market requires deep cultural understanding and strategic positioning. How has your approach to celebrating local heritage and cultural authenticity helped establish your brand’s reputation and connect with both regional and international clientele?
“It has been absolutely fundamental. From the very beginning, we made a conscious decision to celebrate authentic Bedouin traditions rather than rely on clichés. Instead of belly dancing or dune buggies, which distort culture and harm the environment, we immerse guests in traditional drumming, Al Ayala stick dancing, Arabic coffee and breadmaking, and storytelling with Bedouins themselves. These are not staged performances, but genuine windows into a way of life that has shaped the desert for centuries.
“That authenticity resonates deeply with international travellers, who are searching for something real and meaningful rather than a packaged version of culture. At the same time, regional guests value the respect we show for their traditions, which builds trust and credibility. This balance has always been intentional.
“Equally important is the way we link culture with conservation. When guests learn about the falcon’s role in survival, the camel as a Bedouin companion, or the delicate wildlife beneath the sand, they see the desert as a living ecosystem, not just a backdrop. They leave with stories that are cultural, environmental, and personal, stories they carry home and share with others.
“That philosophy has become our greatest strength. This is why Platinum Heritage grew into the UAE’s most awarded safari company, and why Hero Experiences Group continues to stand out in such a competitive market. We have shown that luxury does not have to come at the expense of authenticity. In fact, when combined, the two create something far more powerful and enduring.
Your leadership philosophy emphasises resilience, adaptability, and fostering strong relationships within your organisation. During periods of rapid growth, how do you maintain these values while expanding operations?
“Growth is always exciting, but it inevitably tests the culture of an organisation. For me, the priority is to empower the team and continually reinforce our shared values of authenticity, quality, and sustainability. By creating an environment where creativity can thrive, while holding firm to the principles that define us, we ensure that expansion never dilutes our identity. Instead, it strengthens it. As we grow, the DNA of the brand remains intact, and our people feel proud to carry those values into every new market and experience we create.”
The tourism industry has experienced significant disruption in recent years. How has your focus on sustainable practices and authentic experiences positioned Hero Experiences Group to navigate these challenges and emerge stronger?
“The disruptions of recent years have reshaped the way people think about travel, but for us, they affirmed the path we had already chosen. Long before it became a trend, we believed that travellers would ultimately seek journeys that were meaningful, ethical, and connected to nature and culture. So when the world began to value space, authenticity, and sustainability, we did not need to reinvent ourselves; we simply stayed true to what we already did best.
“That consistency became our strength. By holding firm to our values, we not only weathered the challenges but emerged stronger, with guests placing even greater trust in us. It proved that when you build a brand on authenticity and purpose, disruption does not derail you, it propels you forward.”
Your vision extends beyond individual experiences to enabling travellers to “become the heroes of their own stories.” How does this philosophy translate into practical business strategies and guest service delivery across your portfolio?
“For us, it has always been about transforming guests from observers into participants. Every experience is designed to invite them into the story, whether it is learning Bedouin traditions, interacting with falcons, exploring canyons, going on volcano safaris, or experiencing astronomy from inside a caldera. Guests leave not only with lasting memories but also with knowledge they can share, carrying the story of the land and its culture forward.
“Equally important, each booking directly contributes to conservation efforts in the Dubai Desert Conservation Reserve and the Sharaan National Reserve, ensuring that guests know they have played a part in protecting the very environment they explored. That combination of cultural immersion, personal ownership, and tangible impact is what turns a moment into a memory, and a memory into a story worth retelling.”
Looking towards your expansion plans across the Middle East, what emerging trends in luxury adventure tourism are you monitoring, and how will these influence your development of new air, land, and sea adventures?
“We are seeing a powerful shift in luxury adventure tourism toward regenerative travel, wellness-infused adventures, and ultra-bespoke experiences. Guests increasingly want exclusivity, but they also want their choices to contribute positively to the world around them. That philosophy is guiding our expansion across the Middle East, whether by air, land, or sea.
“Our focus is on designing experiences that are low-impact, deeply immersive, and truly unique to the region. This includes embracing future mobility, from electrified boats to next-generation aircraft, ensuring that exploration is as sustainable as it is exciting. Through our strategic growth unit, we are mapping out some of the most innovative experiences on the horizon, combining cutting-edge technology with cultural authenticity and conservation. These plans are not just about meeting trends, but about shaping the future of how people connect with the world’s most extraordinary landscapes.”
For aspiring entrepreneurs looking to establish themselves in the luxury tourism sector, what fundamental principles and strategic approaches would you recommend based on your journey?
“For anyone aspiring to build in the luxury tourism sector, the most important principle is to stay true to your values, even when it is difficult. Authenticity and sustainability cannot be afterthoughts, they must be the foundation upon which everything else is built. Listen closely to travellers, respect the culture and environment you are privileged to operate in, and never be afraid to challenge conventions when they do not serve the destination or the guest. The best advice I can give is to lead, not follow.
“Entrepreneurship, much like the Hero’s Journey, is about overcoming struggle in the pursuit of doing the right thing. There will be moments of doubt and resistance, but those are the very tests that define your path. When you hold firm to your purpose, you will not only create experiences that are meaningful and transformative for your guests, you will also contribute to something larger than yourself, protecting heritage, nurturing nature, and inspiring others. Build with integrity and conviction, and success will follow as a natural outcome, not just as a goal.”