Publishing Principles

At Shams Diving Centers, we believe that good diving begins with good information. Since 1991, we have welcomed divers from around the world to explore the Red Sea, and we are committed to communicating with our guests honestly, clearly, and responsibly.

Our publishing principles guide the way we create and share information about diving, courses, excursions, marine life, safety, and the destinations we operate in.

Accuracy & Transparency

We aim to provide information that is accurate, useful, and easy to understand.

• We strive to publish reliable and up-to-date information about our diving trips, courses, services, and facilities.
• We clearly communicate important details, including requirements, conditions, inclusions, and limitations.
• We avoid misleading claims, exaggerated promises, or information designed to create unrealistic expectations.
• When information changes, we make reasonable efforts to update the relevant content.

Our goal is simple: guests should be able to make informed decisions before booking or joining a diving activity with us.

Environmental Responsibility

The Red Sea is home to extraordinary coral reefs and marine life, and protecting this environment is a responsibility we take seriously.

Our published content supports responsible diving practices, including:

• Respecting coral reefs and marine life.
• Avoiding contact with or disturbance of underwater wildlife.
• Encouraging responsible buoyancy and diving techniques.
• Promoting awareness of marine conservation.
• Supporting practices that help preserve the Red Sea for future generations.

We believe that exploring the underwater world should go hand in hand with protecting it.

Safety & Trust

Safety is fundamental to every diving experience.

Our content aims to communicate diving requirements, safety considerations, and operational information clearly. We encourage divers to follow the instructions of qualified professionals and to dive within the limits of their training, experience, and certification.

Safety-related information is never presented as a substitute for professional instruction, medical advice, or the guidance of qualified diving professionals.

Inclusivity & Respect

Shams Diving Centers welcomes guests from different countries, cultures, backgrounds, and levels of diving experience.

We aim to create content that is:

• Friendly and accessible to international visitors.
• Respectful of different cultures and perspectives.
• Suitable for both experienced divers and people discovering scuba diving for the first time.
• Clear for guests who may speak English as a second language.
• Free from discriminatory or disrespectful language.

Every guest deserves to feel welcome, respected, and comfortable when diving with us.

Community Engagement

Diving is more than an activity—it is a shared experience.

We value the stories and experiences of our diving community and may publish guest experiences, testimonials, photographs, news, and updates that help future visitors understand what it is like to dive with Shams Diving Centers.

When sharing community content, we aim to do so respectfully and transparently.

Responsible Marketing

Our marketing reflects the real experiences and services we aim to provide.

We do not want our visitors to choose us because of unrealistic promises. We want them to choose Shams Diving Centers because they understand what we offer and trust the information we provide.

Our communications therefore aim to:

• Describe our services honestly.
• Present diving experiences responsibly.
• Clearly distinguish promotional content from factual information.
• Avoid misleading comparisons or unsupported claims.
• Set realistic expectations about diving conditions and experiences.

Our Commitment

Every page, photograph, article, guide, and promotional message represents an opportunity to build trust with our guests.

At Shams Diving Centers, we are committed to communicating with honesty, transparency, respect, and responsibility while helping people discover the incredible underwater world of the Red Sea.

Explore responsibly. Dive safely. Respect the Red Sea.