The Sustainable Markets Initiative (SMI), launched in 2020 by His Majesty King Charles III during his tenure as Prince of Wales, has named Paul Griffiths, Chief Executive Officer of Dubai Airports, as the new CEO Champion of its flagship Sustainable Aviation Fuel (SAF) Pathfinder Initiative.
The appointment underscores a renewed international effort to speed up the aviation sector’s transition toward lower emissions, drawing on leadership from one of the world’s busiest global aviation hubs. As concerns over aviation’s environmental footprint intensify, Sustainable Aviation Fuel is increasingly viewed as the most practical short-term option for reducing carbon output, with the potential to lower lifecycle emissions from flights by as much as 80%. Despite this promise, SAF currently accounts for less than one percent of the global jet fuel market.
SMI’s Pathfinder Initiative brings together influential stakeholders from across aviation, energy, finance, and policymaking to help drive large-scale change. The SAF-focused programme concentrates on stimulating investment and clear demand signals to boost production, promoting aligned international policies and incentives, supporting the development of essential infrastructure, and strengthening cooperation throughout the supply chain to address cost and production challenges.
Commenting on his new role, Griffiths said he was honoured to take on the position at a pivotal moment for the industry. He highlighted SAF as a critical tool for decarbonising air travel and reaffirmed his commitment to accelerating its supply and uptake. He also pointed to the work of the oneDXB Sustainability Alliance, a collaborative initiative led by Dubai Airports, which is focused on advancing decarbonisation, innovation, and long-term resilience across Dubai International Airport (DXB) and Dubai World Central – Al Maktoum International Airport (DWC).
Under Griffiths’ leadership, Dubai Airports has earned Level 4 “Transformation” accreditation from Airports Council International (ACI), placing it among the top five percent of airports globally. The recognition reflects both the organisation’s sustainability strategy and its close partnerships, which have enabled initiatives such as the introduction of biodiesel-powered ground fleets, significant emissions reductions, and the rollout of multiple environmentally focused infrastructure projects at DXB.
With the aviation industry working toward its target of achieving net-zero emissions by 2050, Griffiths’ appointment is expected to help catalyse more decisive action and accelerate the global scaling of Sustainable Aviation Fuel.
Jennifer Jordan-Saifi, CEO of the Sustainable Markets Initiative, said SAF represents a key driver not only in cutting aviation emissions but also in supporting the wider growth of sustainable technologies and investment worldwide. She added that Griffiths’ track record in leadership and innovation positions SMI to expand SAF adoption at scale and guide the aviation sector toward a more sustainable future.
