Why aviation needs to engage at Davos

Aviation has a $4.1 trillion global economic impact (c. 4% of Global GDP), supports nearly 100 million jobs, and is responsible for around 35% of global trade by value [1].

As one of the few aviation leaders attending Davos, I welcome the opportunity to engage with leaders from various industries and sectors on the themes tackled at Davos. Climate change, geopolitical tensions, and the evolving landscape of artificial intelligence (AI) are deeply intertwined with the challenges and opportunities facing our industry and workforce.

In a world increasingly divided, forums like Davos are vital for fostering dialogue and encouraging collaboration. With 2025 shaping up to be a landmark year for change and innovation globally, it’s clear the aviation sector must engage more actively in shaping the conversations that directly impact its future.

The theme for this year’s Forum, Collaboration for the Intelligence Age, puts AI at the heart of everything, however it can never be the universal panacea to the challenges we face globally. As chair of a people first business, we see day in and day out the value of human connection and collaboration, and that is something our sector should ensure is not undervalued by the gloss of new technology.

We recognize AI as a transformative force, presenting unparalleled opportunities to elevate operations, enhance efficiency, and redefine the passenger experience. Embracing AI is not merely a strategic choice; it’s an imperative for maintaining competitiveness and resilience in an ever-evolving industry. However, aviation is and always will be a people-led industry, where human connection, empathy and personal touch remain irreplaceable.

While AI can optimize processes and help tailor services to individual needs, it is the human element – the care, attention and understanding delivered by the hard working people within our community – that creates memorable experiences.

Striking a balance between AI and the human touch goes beyond enhancing passenger experiences; it extends to how we address global challenges such as supporting the growing number of displaced communities, improving the resilience of our supply chains and responding to the climate crisis. Collaboration between the private and public sectors will be critical to achieving these goals. By integrating human empathy with AI-driven efficiency, the aviation industry can play a pivotal role in shaping a more connected, equitable and sustainable future.

The aviation industry must take a more prominent seat at the table in global discussions like those at Davos. As leaders, it is our collective responsibility to ensure that aviation’s voice is heard on critical issues such as climate action, AI innovation, and equitable global connectivity.

By engaging actively at forums like Davos, we can influence policy, forge cross-sector collaborations, and address the challenges and opportunities shaping the future of our sector and the world. I urge my peers in aviation to join these conversations, advocate for our industry’s indispensable contributions, and collaborate in shaping a sustainable, resilient, and people-centered future. Let’s elevate aviation’s role on the global stage—together.

I hope to see some of you there.

[1] https://aviationbenefits.org/downloads/aviation-benefits-beyond-borders-2024/