Ethics Policy

At Shams Diving Centers, we believe that trust is built through honest communication, responsible behavior, and respect for people and the marine environment.

Since 1991, we have welcomed divers from around the world to explore the Red Sea. Our Ethics Policy sets out the standards of personal, organizational, and professional behavior that guide our team, management, and business relationships.

These principles support our commitment to safety, professionalism, environmental responsibility, fairness, and respect.

Our Ethical Principles

We expect everyone representing Shams Diving Centers to act with:

• Honesty — communicate truthfully and avoid misleading information.
• Respect — treat guests, colleagues, partners, and local communities with dignity.
• Professionalism — perform responsibilities competently and responsibly.
• Accountability — take responsibility for decisions and actions.
• Fairness — treat people fairly and without discrimination.
• Safety — place the wellbeing of guests and staff at the heart of diving operations.
• Environmental responsibility — protect and respect the Red Sea ecosystem.

Personal Standards of Behavior

Every team member and professional representative is expected to behave responsibly.

This includes:

• Treating guests and colleagues with courtesy.
• Communicating honestly and professionally.
• Following applicable safety procedures.
• Respecting personal and cultural differences.
• Protecting confidential or private information.
• Avoiding harassment, intimidation, discrimination, or abusive behavior.
• Using company property and resources responsibly.
• Reporting serious safety or ethical concerns when appropriate.

Professional conduct applies both during working hours and whenever an individual is representing Shams Diving Centers.

Guest Relations

Our guests come from many countries, cultures, and backgrounds. We therefore aim to provide a welcoming and respectful environment for everyone.

Our team should:

• Provide accurate information about services and diving activities.
• Treat guests fairly and respectfully.
• Listen to questions and concerns.
• Avoid discriminatory or inappropriate behavior.
• Respect guest privacy.
• Communicate important safety information clearly.
• Avoid making promises that cannot reasonably be fulfilled.

We believe that every guest deserves to feel safe, respected, and welcome.

Diving Safety & Professional Responsibility

Safety is a fundamental part of our ethical standards.

Our diving professionals are expected to work within their qualifications, experience, responsibilities, and operational procedures.

This includes:

• Following appropriate diving safety practices.
• Communicating relevant risks and requirements.
• Using equipment responsibly.
• Reporting safety concerns.
• Respecting environmental and weather conditions.
• Encouraging guests to dive within the limits of their training and experience.
• Seeking appropriate professional assistance when a situation requires it.

No commercial objective should take priority over reasonable diving safety.

Environmental Ethics

The Red Sea is an extraordinary marine environment, and responsible diving requires respect for the underwater world.

We encourage our team and guests to:

• Avoid touching coral reefs and marine life.
• Avoid disturbing or chasing marine animals.
• Maintain appropriate buoyancy and environmental awareness.
• Follow local marine conservation requirements.
• Minimize waste and pollution.
• Respect protected areas and sensitive underwater habitats.
• Promote responsible diving practices.

Our aim is to help future generations enjoy the Red Sea while minimizing the impact of tourism and diving activities.

Fairness, Diversity & Inclusion

We believe people should be treated with fairness and respect regardless of their background.

Our ethical approach supports:

• Equal and fair treatment.
• Respect for cultural differences.
• Professional opportunities based on relevant qualifications and abilities.
• A workplace free from harassment and discriminatory behavior.
• Respectful communication among team members.
• A welcoming environment for international guests.

We value the different languages, cultures, skills, and experiences that contribute to the international diving community.

Honest Marketing & Communication

We aim to represent our services accurately.

Our communications should:

• Describe our diving experiences honestly.
• Provide clear information about courses and services.
• Avoid deliberately misleading claims.
• Avoid creating unrealistic expectations.
• Communicate important limitations and requirements.
• Correct significant factual errors when they are identified.

Our goal is to help guests make informed decisions before choosing a diving experience with us.

Conflicts of Interest

Team members and representatives should act in the best interests of their professional responsibilities.

Potential conflicts of interest should be handled responsibly and disclosed when appropriate.

Personal interests should not improperly influence decisions involving:

• Guests.
• Suppliers.
• Business partners.
• Employees.
• Diving operations.
• Company resources.

Where a conflict could affect professional judgment, we aim to address it openly and fairly.

Gifts, Benefits & Improper Influence

Business decisions should be based on legitimate professional considerations.

Team members and representatives should not use their position to seek inappropriate personal benefits from guests, suppliers, partners, or other organizations.

Any gifts, discounts, favors, or benefits that could improperly influence a business decision should be avoided or appropriately disclosed.

Respect for Privacy

We respect the privacy of our guests, employees, partners, and other individuals with whom we work.

Personal information should be handled responsibly and only used for legitimate business or operational purposes.

Team members should not disclose private or confidential information without appropriate authorization.

Responsible Use of Company Resources

Company property, equipment, facilities, information, and other resources should be used responsibly.

This includes:

• Diving equipment.
• Boats and operational facilities.
• Company information.
• Digital accounts and systems.
• Financial resources.
• Photographs and other content.
• Guest and business information.

We expect everyone representing Shams Diving Centers to protect company resources from misuse, damage, or unauthorized access.

Suppliers & Business Partners

We aim to work with suppliers and business partners in a professional and respectful manner.

Our relationships should be based on:

• Fair and honest communication.
• Professional standards.
• Reliable service.
• Respect for agreed responsibilities.
• Responsible business practices.
• Commitment to safety and quality.

We expect our professional partners to respect the principles that support our operations and guest experience.

Reporting Ethical Concerns

We encourage team members, guests, partners, and other stakeholders to raise genuine concerns about serious ethical or professional issues.

Concerns may relate to:

• Safety.
• Discrimination or harassment.
• Misleading information.
• Unethical business conduct.
• Environmental damage.
• Misuse of company resources.
• Conflicts of interest.
• Serious breaches of professional standards.

Concerns should be raised respectfully and, where possible, supported by clear and relevant information.

No Retaliation for Good-Faith Concerns

People should be able to raise genuine concerns without fear of unfair treatment simply because they reported an issue in good faith.

We aim to review legitimate concerns fairly and responsibly while respecting the privacy of everyone involved.

False or deliberately malicious accusations are not considered responsible use of the reporting process.

Management Responsibility

Ethical standards begin with leadership.

Management and supervisors are expected to:

• Lead by example.
• Promote professional conduct.
• Support a safe working environment.
• Address serious concerns appropriately.
• Encourage respectful communication.
• Support staff development and awareness.
• Take reasonable steps to prevent unethical behavior.

Managers should never encourage employees to compromise safety, honesty, or professional standards for commercial reasons.

Continuous Improvement

Ethical business practices require ongoing attention.

We review our policies and working practices when appropriate so that we can learn from experience, feedback, incidents, and changes within the diving and tourism industry.

Our goal is not simply to have an Ethics Policy. It is to make ethical behavior part of our everyday operations.

Our Commitment

Since 1991, Shams Diving Centers has been part of the Red Sea diving community.

We understand that our reputation depends on the way we treat people, operate our business, communicate with guests, and protect the marine environment.

Our commitment is therefore simple:

Dive safely. Act honestly. Treat people with respect. Protect the Red Sea.

These principles guide the professional standards we expect from everyone representing Shams Diving Centers.