4C Group Joins Global Leaders at the World Economic Forum’s Inaugural Beyond Tourism Day
29 September 2026
This month, 4C Group was delighted to take part in the World Economic Forum’s inaugural Beyond Tourism Day in Geneva. Our ESG Director, Soraiya Salemohamed, attended on behalf of the Group, joining around 90 leaders from across tourism, hospitality, government and industry for a day of discussion on the future of our sector.
A shared conversation about the future
Resilience ran through the day’s discussions: how travel and tourism can continue to grow, and continue to create value, in an increasingly uncertain world. Delegates explored how to attract and nurture talent. They discussed how to build teams able to adapt to change, and how to strengthen local sourcing so that more of tourism’s benefits stay within the communities that make each destination special.
Partnership was another recurring theme. There was clear agreement that the public and private sectors each have a role to play in supporting local economies and infrastructure, and that progress depends on working together.
“It was a privilege to be in the room for these conversations,” says Soraiya. “What struck me most was the shared understanding that our industry’s greatest strength is its people. Investing in their development, and giving them the knowledge and confidence to grow, is central to a resilient future for hospitality.”
Recognition for Green Champions
The day also saw the launch of the Beyond Tourism Impact Stars. The programme celebrates private-sector initiatives that deliver meaningful impact for businesses, destinations and communities. We were honoured that our Green Champions programme was shortlisted in its inaugural year.
Green Champions was created to make sustainability knowledge accessible to everyone across our teams, not only to specialists. It also nurtures the skills and confidence our colleagues need to turn that knowledge into action, in their hotels and in the communities around them.
Looking ahead…
“There is still much for our industry to work through,” says Soraiya. “But I left Geneva encouraged by the collective ambition in the room, and by the opportunity to create hospitality careers that are more skilled, more fulfilling and more resilient.”
We are grateful to the World Economic Forum for convening such an important gathering. We look forward to continuing these conversations with our partners, our teams and the wider industry.
About 4C Group
4C Group is a market-leading property developer and operator with a growing portfolio of hotels, residential and mixed-use developments across the UK, East Africa and Canada.
The Group works with major global hospitality brands, including Marriott, Hilton, IHG and Choice, and its portfolio features landmark properties such as The Westin London City and Canopy by Hilton London City, among others.
Through thoughtful development, operational excellence and a commitment to sustainable growth, 4C Group creates exceptional places that deliver lasting value for guests, investors and local communities.
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