CEO

Ufi Ibrahim is the Founder and Chief Executive of the Energy and Environment Alliance (EEA), a
global coalition of investors, asset managers, and operators representing over 40,000 hotels and
lodging assets worldwide. Under her leadership, the EEA collaborates with regulators, institutions,
and leading organizations such as BREEAM, CRREM, and King’s Business School to drive the
hospitality industry’s transition to Net Zero emissions and advance environmental, social, and
governance stewardship. The EEA has established itself as a global thought leader, advocating for
robust, timely, and financially viable sustainability within the sector.

Ufi also serves on the Board of the Lamington Group, a prominent investment company that owns
and operates serviced apartments and hometels across Europe. Additionally, she is a Board Director
and Commissioner at the Food, Farming and Countryside Commission, where she oversees critical
policy and legislative issues shaping the future of UK food, agriculture, and rural landscapes.
From 2010 to 2018, Ufi was Chief Executive of the British Hospitality Association (BHA). During her
tenure, she successfully transformed the organization, achieving significant financial and commercial
growth. She orchestrated the BHA’s merger with the Association of Licensed Multiple Retailers,
forming UKHospitality, a powerful entity with substantial political and commercial influence. Ufi also
led the establishment of the UK Tourism Industry Group, a government-led advisory board, and
spearheaded impactful initiatives such as the "Big Hospitality Conversation," which engaged over
4,000 businesses and government stakeholders to create 67,000 new jobs and apprenticeships for
young people under the age of 25 across the UK.

Earlier in her career, Ufi was Chief Operating Officer of the World Travel & Tourism Council (WTTC)
from 2000 to 2010. During this period, she oversaw the development of the International
Competitiveness Monitor for Travel and Tourism, a benchmarking tool for policymakers now
operated by the World Economic Forum. In 2009, under the auspices of the WTTC and UNFCCC, Ufi
led the hospitality industry’s first global commitment to reduce carbon emissions by 50% by 2035.