Who draws the line: Tourism's Ethical Gray Areas in Occupied Territories
Imagine booking your dream vacation, staying in a luxury apartment overlooking the Dead Sea, or dining in a vineyard on the Golan Heights. It sounds idyllic, but these locations are on occupied Palestinian or Syrian territory, land deemed illegal under international law by the United Nations. Major travel companies like Airbnb, Expedia, Booking.com, and Tripadvisor list and market these stays without clarifying the contested nature of these destinations. These companies are all on the blacklist of the UN High Commissioner for Human Rights because their actions in these occupied territories are illegal under international law.
This raises important questions about the role of businesses in conflict zones and the responsibilities they hold.
The Systemic issue at hand
The issue doesn’t stop with the companies themselves.
Here’s an example:
Norway’s sovereign wealth fund, the world’s largest at over $1.6 trillion, has significant investments in these companies. As of June 2024, the fund reportedly owned $1.7 billion in Booking.com, $550 million in Airbnb, and $22 million in Tripadvisor. The Norwegian government has clear ethical guidelines discouraging investments in companies that may support human rights violations, including activities tied to the occupation of Palestinian territories. This has placed the fund under growing scrutiny to divest, and both media and pundits have anticipated that it may have already done so. If true, such a move could represent a significant shift, though confirmation will only come with the next transparency report.
This is not just about individual companies or investments but about the broader question of accountability. Companies like Airbnb have faced criticism before. In 2018, they briefly removed settlement listings following international outcry, only to later reverse their decision. This is a good example of the complexity of operating in regions where business interests, ethics, and international law overlap.
Travel companies often point to compliance with local laws as the basis for their operations. For instance, Booking.com writes that it allows listings wherever local regulations permit.
But this raises a broader ethical question:
Should companies operate in ways that might sustain activities condemned by the international community?
And, if businesses don’t align with established human rights guidelines, who sets the boundaries for what is acceptable?
Why This Matters
My example, Norway’s sovereign wealth fund, is not just any investor. Its size and influence mean its decisions carry global significance. If it has divested from companies linked to contested areas, it would send a strong message about aligning investments with international law and human rights. Such a move could encourage other investors to take a closer look at their portfolios and open a broader conversation about ethical investing.
This issue also goes beyond divestment. It calls for greater transparency and accountability in how businesses operate in these sensitive regions. If companies and investors are not held to ethical standards, how can we ensure that international laws are respected?
Without clear accountability, there is a risk that profit continues to outweigh principles.
This controversy can exemplify the need for a global dialogue on ethics in business. Should travel companies continue to operate in occupied territories without greater transparency? Should investors prioritize financial returns over long-term compliance with human rights standards?
These are necessary questions, and how we answer them will shape the future of responsible business practices.
If Norway’s sovereign wealth fund has indeed divested, it is more than a financial decision. It is a signal that investments can and should align with broader values. It could set a powerful precedent for others to follow. But if accountability does not start here, with the world’s largest fund and some of the largest and most visible companies in tourism, where will it begin?
Travel has the power to connect people, foster understanding, and build bridges. But it also raises significant ethical challenges, particularly in regions where fundamental rights are under threat. This is not about pointing fingers but about fostering systems that respect human dignity, honor international law, and ensure that no one profits at the expense of those rights.
The UN has been crystal clear: settlements in occupied Palestinian territories, including East Jerusalem and the Syrian Golan, violate international law and contribute to systemic human rights abuses. Reports from the UN High Commissioner for Human Rights highlight land appropriation, home demolitions, and severe restrictions on movement, all of which undermine the dignity and livelihoods of local populations.
Shouldn’t we expect companies to adhere to these international standards? To operate in ways that align with respect for human rights, rather than profiting from their violation? Travel must be a force for good—not a contributor to harm.
Only by addressing these challenges head-on and daring to engage in tough discussions can we truly move forward.
If human rights and international law are not respected, who can we expect to draw the line? The travel industry itself? As travelers, investors, and industry leaders, we all have a role to play in ensuring travel is a force for good.
Note: Norway's sovereign wealth fund, the largest in the world, tops the list of investments in companies that contribute to violations of international law and human rights in the occupied Palestinian territory. It holds stocks and bonds worth 220 billion NOK (approximately 20 billion USD) in such companies. I remain unconvinced they will divest, until they confirm, but time will tell.
For more details on the travel companies mentioned and their listings check:
Office of the United Nations High Commissioner for Human Rights
Details about the listings from Tel-Aviv based organisation Whoprofits:
AirBnB: https://www.whoprofits.org/companies/company/3815?airbnb
Booking.com https://www.whoprofits.org/companies/company/3768
Expedia: https://www.whoprofits.org/companies/company/7282
Tripadvisor: https://www.whoprofits.org/companies/company/3767
- Through their brand's website Viator.com, Tripadvisor also provides information and a booking service for tours in occupied East Jerusalem.
