Harnessing AI and Blockchain for Sustainable Innovation Pioneering Carbon Neutrality in Tourism
Olfa Soukri, Soumaya Askri · 2025
This article explores how digital innovation—specifically Artificial Intelligence (AI) and blockchain—can support the transformation of the Mediterranean tourism sector in the Middle East and North Africa (MENA) region toward carbon neutrality and long-term sustainability. Situated within the broader context of post-pandemic recovery and the global climate agenda, the article introduces a novel conceptual framework, “Sustainnovation,” which merges sustainability principles with technology-driven innovation. Drawing from Environmental, Social, and Governance (ESG) frameworks, Innovation Diffusion Theory (IDT), and Smart Sustainable Tourism (SST) models, the article examines the role of emerging technologies in enhancing environmental accountability, resource efficiency, and inclusive development. Country-level case studies from the UAE, Morocco, Tunisia, and Egypt demonstrate regionally adapted approaches to AI- and blockchain-enabled decarbonization.