Hero Experiences Group

Hero Experiences Group is a leading luxury travel company headquartered in Dubai, reimagining cultural adventure with a deeply sustainable ethos. Founded in 2012 by Adam McEwan, Hero Experiences Group grew from the eco‑luxury desert safari brand Platinum Heritage into a diversified portfolio that now incorporates premium offerings such as Hero Balloon Flights, The Dubai Balloon, Absolute Adventure, and bespoke Hero Events and Destination Development services.

At its heart is a commitment to authenticity, meaning, and sustainability. Guests traverse the Dubai Desert Conservation Reserve in restored 1950s Land Rovers or the latest Defenders, traversing gentle routes that protect native flora and fauna, like oryx and gazelles—complemented by cultural storytelling, falconry displays, and fine dining in elegant desert cabanas or Bedouin camps, all powered by solar energy and minimal ecological impact. The group consciously avoids mass-tourism staples such as dune‑bashing, choosing instead immersive experiences that respect natural and cultural heritage.

Their unique offerings—Hero Balloon Flights Dubai, an ultra-luxury hot air balloon experience over the Dubai Desert Conservation Reserve, and The Dubai Balloon, a tethered aerial observatory at Atlantis The Palm, redefine adventure and perspective in the UAE. Hero Balloon Flights Dubai offers an exclusive sunrise hot air balloon journey featuring cultural storytelling, in-flight falconry, followed by a contemporary breakfast inspired by the four natural elements, curated in collaboration with a Michelin-starred chef. Meanwhile, The Dubai Balloon provides a family-friendly city experience, soaring up to 225 meters above Palm Jumeirah to unveil 360° views of the Arabian Sea, Burj Al Arab, and Dubai’s iconic skyline.

Operating in both the United Arab Emirates and Saudi Arabia—with expansion into AlUla and growing interest from the US, UK, Europe, Australia, China, and GCC markets—the group balances global aspiration with local authenticity. Recognised repeatedly at World Travel Awards and by Layalina Magazine, their portfolio reflects excellence across multiple categories, including Leading Desert Safari Company and Leading Balloon Ride Operator from 2016–2024, and the Layalina Editors’ Choice for Best Luxury Cultural Adventure Experience in 2024.

In 2025, Hero Experiences Group was honoured with a Luxury Lifestyle Awards for Best Luxury Travel Experiences in UAE—proving the company’s cultural integrity and merit.