Ufi Ibrahim is Founder and Chief Executive of the Energy and Environment Alliance (EEA), a not-for-profit organisation established to help the hospitality industry to tackle climate change, and lead the way to sustainable investment and operations, in the most effective way possible. The EEA is a coalition of business, scientific and technical experts, working together to enable hospitality’s transition to a low carbon economy.
Previously, as Chief Executive of the British Hospitality Association (BHA) 2010 to 2018, Ufi reshaped and reformed the organisation from the ground up, achieving significant financial and commercial success. She led the BHA merger with the Association of Licensed Multiple Retailers, creating UK Hospitality to wield powerful commercial and political influence. Ufi also shaped the UK Tourism Industry Group, a Government led Advisory Board for the industry and delivered ground-breaking campaigns, such as the Big Hospitality Conservation, which engaged over 4,000 businesses and government to create 67,000 new jobs and apprenticeships for young people, under 25, across the UK.
At the World Travel & Tourism Council, where Ufi was Chief Operating Officer between 2000 and 2010, she supervised the formulation of the International Competitiveness Monitor for Travel and Tourism. This defined a benchmark for policy makers and is now operated by the World Economic Forum. Under the auspices of the WTTC and UNFCCC in 2009 she led the industry’s first global commitment to cut carbon emissions by 50% by 2035.
Ufi is also a Commissioner of the Food Farming and Countryside Commission, overseeing executive and legislative issues affecting the future of UK food, farming and the countryside. She also chairs the UK All Party Parliamentary Group for Tourism, based in Westminster, working with the Government to enhance the UK’s tourism proposition to international investors.