¿Por qué el turismo sostenible es el futuro de los viajes?

A medida que los desafíos ambientales y sociales se vuelven más urgentes, más se centra la mirada en este modelo de turismo, que busca equilibrar el desarrollo económico con la protección del medio ambiente y el respeto por las comunidades locales.

Integrar la sostenibilidad en el turismo no solo es una respuesta a las demandas crecientes de viajeros conscientes, sino también una estrategia esencial para asegurar la viabilidad del sector a largo plazo.

Este enfoque se alinea con los Objetivos de Desarrollo Sostenible (ODS) y los criterios ESG (Environmental, Social, Governance), que guían a las empresas en su compromiso con la sostenibilidad y la responsabilidad social. A medida que más destinos y empresas adoptan prácticas sostenibles, el turismo se transforma en una herramienta poderosa para el desarrollo económico y la preservación cultural.

En este artículo, exploraremos por qué el turismo sostenible es el futuro de los viajes y cómo su implementación puede ofrecer beneficios significativos para el medio ambiente, las comunidades locales y la industria turística en su conjunto.

Principios de la sostenibilidad en el turismo

Sustainability in tourism is based on fundamental principles that guide the responsible development of the industry. The World Tourism Organization (UNWTO) has established three key pillars to ensure that tourism becomes a positive force for the environment, communities, and the economy.

Optimal Use of Environmental Resources

Sustainable tourism promotes the efficient use of natural resources that are essential for tourism development.

This involves the conservation of ecosystems, biodiversity, and natural heritage, ensuring that resources are not depleted and that essential ecological processes remain intact for future generations.

The goal is to minimize the negative impact of tourism on the environment by encouraging practices such as reducing water and energy consumption, proper waste management, and protecting natural areas.

Respect for Sociocultural Authenticity

Sustainable tourism values and protects the authenticity of local cultures. This includes respecting the traditions, customs, and ways of life of host communities.

It is crucial to preserve their cultural heritage, both tangible and intangible, and to promote intercultural understanding and tolerance.

By respecting the identity and dignity of local communities, tourism contributes to their social development and the preservation of their cultural legacy.

Ensuring Long-Term Economic Viability

For tourism to be truly sustainable, it must generate lasting economic benefits that are equitably distributed among all stakeholders.

This involves creating stable employment opportunities, improving the quality of life for local communities, and providing adequate social services.

Long-term economic viability is essential for tourism to continue being a source of income and development without compromising resources or the well-being of future generations.

What Are the SDGs and ESG?

Tourism must adapt to be part of the solution, not the problem. Sustainability is no longer optional but an imperative necessity to ensure a viable future for the planet and future generations.

In this context, two key concepts have emerged as essential guides for companies and tourist destinations: the Sustainable Development Goals (SDGs) and ESG (Environmental, Social, Governance) criteria. Both frameworks provide a clear roadmap for tourism to effectively contribute to global well-being and environmental protection.

The Sustainable Development Goals (SDGs)

The Sustainable Development Goals (SDGs) are a set of 17 global goals adopted by the United Nations in 2015 as part of the 2030 Agenda for Sustainable Development.

These goals aim to address the world's greatest challenges, including eradicating poverty, protecting the planet, and promoting peace and prosperity for all.

The SDGs are interconnected and cover a broad spectrum of issues such as health, education, gender equality, clean water, and climate action.

In the context of tourism, the SDGs provide a framework for companies and destinations to adopt more sustainable practices.

For example, sustainable tourism can contribute to achieving SDG 8 (Decent Work and Economic Growth) by creating jobs and supporting local economies, or SDG 12 (Responsible Consumption and Production) by reducing waste and promoting local products.

Integrating the SDGs into tourism strategies is crucial to ensuring that the sector positively contributes to global development and the preservation of natural and cultural resources.

ESG Criteria (Environmental, Social, Governance)

ESG criteria, which refer to environmental, social, and governance aspects, are a set of standards that evaluate how a company manages its impact on the world.

These criteria are essential for investors and other stakeholders who seek to measure a company's commitment to sustainability and social responsibility.

In the tourism sector, ESG criteria are applied in various ways. The environmental (E) criterion evaluates how tourism companies manage their environmental impact, including reducing emissions, managing water usage, and utilizing renewable energy.

The social (S) criterion focuses on how companies treat their employees, local communities, and customers, promoting inclusion, respect for human rights, and community support.

Finally, the governance (G) criterion analyzes transparency and ethical practices in corporate decision-making, ensuring that companies operate fairly and responsibly.

Integrating an ESG system into tourism not only improves a company’s reputation but also drives long-term sustainability. By aligning with these criteria, tourism companies can strengthen their competitiveness, attract conscious consumers, and contribute significantly to a more sustainable future.

The Case of Spain as a Leader in Tourism

Spain has established itself as one of the world’s top tourist destinations, attracting millions of visitors each year. Last year, in 2023, it welcomed 85 million tourists, the highest figure in its history, second only to France.

This leadership has not only been a fundamental pillar for the country’s economy but also a platform for promoting cultural and social development.

However, Spain’s success in the tourism sector has evolved significantly over the past few decades, shifting from a focus on "sun and beach" tourism to a more diversified approach oriented toward quality and sustainability.

In response to the growing demands of travelers and environmental challenges, Spain has begun transforming its tourism industry to align with the principles of sustainability. This shift involves not only preserving the natural and cultural environment but also adopting practices that ensure the long-term viability of the sector.

Iconic destinations like the Balearic and Canary Islands, as well as less visited regions such as Extremadura or La Rioja, have implemented measures to manage the impact of mass tourism, promoting more sustainable alternatives like ecotourism and rural tourism.

Despite its success, Spain's tourism sector faces several challenges that require strategic reorientation.

Changes in traveler preferences, increased awareness of environmental impact, and the effects of climate change necessitate a rethinking of traditional strategies.

Spain must continue to innovate and adapt to maintain its competitiveness in an increasingly demanding global market. This includes diversifying its tourism offerings, promoting lesser-known destinations, and adopting technologies that improve efficiency and sustainability.

The future of tourism in Spain will depend on its ability to integrate sustainability into the core of its tourism strategy, ensuring that it remains an attractive and responsible destination on a global scale.

Examples of Sustainable Tourism Initiatives

Sustainable tourism is not only about protecting the environment but also about promoting social inclusion, equity, and resource preservation. In Spain, several companies in the hotel sector have adopted innovative initiatives that integrate these principles into their operations.

Below are three notable examples that demonstrate how sustainable tourism can be a concrete and effective reality.

ILUNION Hotels

ILUNION Hotels has become a benchmark for labor inclusion within the tourism sector. This hotel chain, owned by the ONCE business group, has implemented a unique model that offers employment opportunities to people with disabilities.

Their hotels are designed to be accessible and have been classified as Special Employment Centers, where more than 70% of the employees have a disability.

This initiative not only promotes social inclusion but also demonstrates that diversity and accessibility can be compatible with high-quality service.

ILUNION Hotels has successfully integrated social sustainability into the core of its operations, contributing to a more just and inclusive society.

Meliá Hotels

Meliá Hotels International has made a strong commitment to sustainability, aligning its objectives with the UN’s 2030 Agenda.

Among its main initiatives, sustainable water and energy management stands out. Meliá has set a goal to reduce water consumption per stay by 8% and achieve 70% use of renewable energy in its operations.

Additionally, the hotel chain has implemented a waste management system aiming to achieve 50% selective waste collection across all its hotels.

These efforts reflect a clear commitment to environmental protection and compliance with the Sustainable Development Goals (SDGs), particularly in areas such as clean water and sanitation (SDG 6) and affordable and clean energy (SDG 7).

Iberostar Group

Iberostar Group has launched the "Wave of Change" movement, a series of initiatives dedicated to ocean conservation and reducing the environmental impact of its operations.

This project includes eliminating single-use plastics in all its hotels, promoting the responsible consumption of seafood, and restoring marine ecosystems. Iberostar has committed to sourcing 100% of the fish and seafood served in its hotels from sustainable sources by 2025.

Additionally, the company is involved in coral restoration and seagrass protection, recognizing the crucial role of oceans in combating climate change.

These initiatives not only protect marine ecosystems but also educate guests about the importance of caring for our oceans.

Sustainable Business Models in Tourism

Sustainable tourism not only involves adopting eco-friendly practices but also reinventing business models to integrate sustainability as a core value. Companies that successfully align their operations with sustainability principles not only contribute to the planet's well-being but also enhance their competitiveness and reputation.

Integrating Sustainability into Business Models

For many tourism companies, sustainability begins with evaluating their environmental and social impact and implementing strategies to minimize it.

Some ways to integrate sustainability into business models include:

Sustainable Design and Construction: Hotels and resorts that use eco-friendly materials, implement renewable energy systems like solar panels, and optimize resource consumption such as water and electricity.

Offering Local Products and Services: Promoting the consumption of local and organic products not only supports local communities but also reduces the carbon footprint associated with transporting goods.

Education and Awareness: Engaging customers in sustainable practices, such as waste reduction, recycling, and respect for local culture, creates a more conscious and responsible tourism experience.

Waste Management and Circular Economy: Companies that adopt a circular economy approach, minimizing waste and recycling materials to reduce their environmental impact.

A VASS Example: Sustainable Tourism Hub in Galicia

A standout example of integrating sustainability into a business model is the first Sustainable Tourism Hub in Galicia.

This project, developed by VASS, brings together various tourism companies under one platform, with the goal of promoting the region's sustainable tourism offerings.

The Hub serves as a meeting point for companies committed to sustainability, facilitating collaboration and the exchange of best practices.

Additionally, it strengthens Galicia's position as a leading destination in sustainability. Through this initiative, participating companies can improve their competitiveness and visibility while contributing to the region's economic and social development.

The project has been fully executed by VASS, from conceptualization to promotion, with a focus on attracting companies that share the commitment to sustainability.

This Hub is an innovative business model that not only benefits the participating companies but also drives sustainable development in the region, becoming an example for other tourist areas to follow.

It demonstrates that integrating sustainability into business models is not only possible but also profitable. As more tourism companies adopt these practices, sustainable tourism will solidify as an industry standard, benefiting communities, travelers, and the planet.

Towards a Sustainable Future in Tourism

Sustainable tourism is not just a passing trend but an urgent necessity that defines the future of the sector.

As we face global challenges such as climate change, biodiversity loss, and social inequality, tourism must evolve to become a positive force that contributes to the well-being of the planet and its inhabitants.

Adopting sustainable practices in tourism is essential to protect natural resources, preserve local cultures, and ensure long-term economic benefits for communities.

Sustainability not only enhances the quality of the tourism experience but also ensures that future generations can enjoy the same destinations and cultures that we admire today. Companies and destinations that integrate sustainability into their strategy are better equipped to adapt to new market demands while also strengthening their reputation and resilience against future challenges.

To achieve truly sustainable tourism, both companies and tourists must take an active role. Tourism companies need to adopt responsible business models, invest in practices that minimize their environmental and social impact, and promote tourism that respects and benefits local communities. This includes everything from efficient resource management to protecting cultural heritage and creating decent jobs.

Tourists also play a crucial role in this process. Adopting a conscious and responsible approach to travel, choosing destinations and providers that prioritize sustainability, and respecting local customs and environments are actions that significantly contribute to more sustainable tourism.

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