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Bahrain's national carrier Gulf Air has set its sights on going green as environmentalists target the airline industry in the battle against global warming.
The airline has developed an integrated programme of research, development, education and outreach focusing on three key areas - climate change and clean air, waste management and community service, with goals to support each.
Gulf Air chief strategy officer Tero Taskila said: "Since its beginnings in 1950, Gulf Air has always believed in the importance of the airline's inter-relationship with the local community.
"As the airline has grown from a small regional airline with one route to a global enterprise operating in more than 40 countries around the world, this value still holds true, shaping our thinking, decisions and actions.
"As people become more environmentally and socially conscious we want to ensure that as an airline we meet these needs."
A comprehensive Corporate Social Responsibility (CSR) plan, which was developed through consultations with external partners including Boeing and IATA, will see the airline launching a number of initiatives in the coming months which it hopes will improve the environment, benefit the community and improve the airline's operational efficiency.
Gulf Air says the goals outlined in its three-tier approach demonstrate its commitment to not only reducing its global footprint, but also to driving growth by focusing on products and innovation which benefit the local community while at the same time helping to solve global challenges such as climate change.
Bahraini Sameer Al Saeed, an industrial engineer, who has been working with Gulf Air human resources department for several years, has been appointed to set up the CSR programme.
He said: "I am honoured to be spearheading a programme that influences so many people. CSR affects everyone from those who work at Gulf Air to our suppliers and customers. It's important to the local communities where we operate and to our investors who value responsible business behaviour.
"It's important to people in other parts of the world who expect Middle Eastern companies to operate to international values and principles. And it matters to our children and future generations who expect to live in a world which respects people and nature."
Each aircraft churns out tonnes of carbon dioxide, a by-product of the jet engine and a likely cause of global warming.
Much of it will hang around in the atmosphere, contributing to the greenhouse effect. But the greenhouse gases generated by air travel are tiny compared with many other environmentally damaging human activities.
Experts estimate aviation contributes just three per cent to total global emissions of CO2, compared with the 25 per cent pumped out by power stations. But there are predictions that this will rise to 15 per cent because aviation is one of the few sources of greenhouse gases that are growing. Air travel has been predicted to triple in the next 30 years.
The clash between green campaigners and the aviation industry illustrates the conundrum that policy makers face around the world. Organisations such as Greenpeace want new flight taxes introduced and have launched publicity campaigns urging travellers to help the environment by staying home.
The anti-air travel movement, most active in Britain and Germany is causing jitters among tourism officials, hoteliers and airlines already hit by the credit crunch.
