Initiatives in Spain Underscore the Importance of Sustainability to Many Travelers

Via Verde de la Sierra — part of a network of repurposed railway lines in Spain — is perfect for exploring on foot or by bike. – Photos credit: Vias Verdes

Sustainability is a buzzword in today’s travel and tourism segments. But does it really influence travelers’ decisions?

According to a study this year by Booking.com, 75% of global travelers say that they want to travel more sustainably over the next 12 months, and 43% feel guilty when they make less sustainable travel choices. And while studies have also shown that not all travelers are basing travel decisions solely on sustainable practices, many are.

What Travelers Want

Interest in sustainability is also reflected in Spain’s traveler surveys, according to Magi Castelltort, consul for tourism affairs at the Consulate General of Spain in New York. “Over 60% of Americans visiting Spain express interest in learning more about sustainable tourism and 68% also want to explore our country in a sustainable way,” he said. “This reflects a deeper trend: the more people fall in love with a destination, the more they want to preserve it for future generations.”

Spain’s Cañón de Almadenes offers beautiful natural surroundings combined with a UNESCO World Heritage Site status. Photo credit: Turespana

Spain Sets a Sustainability Example

Valencia, Spain was named 2024’s European Green Capital by the European Commission – Photo credit: Visit Valencia

As travelers increasingly seek more sustainable options for leisure travel, Turespaña, Spain’s tourism organization is positioning the European nation as one of the world’s leading eco-friendly destinations. 

“Spain, as a leader in sustainable tourism, integrates sustainability across various dimensions: environmental, social, and economic,” said Magi Castelltort, consul for tourism affairs at the Consulate General of Spain in New York. “From renewable energy initiatives to cultural preservation and heritage protection, with 36% of our land under protection, Spain offers an ideal model for responsible tourism.”

And that’s not all. Spain is the country with the most UNESCO Biosphere Reserves in the world, according to Castelltort, and leads Europe in levels of biodiversity and the number of Blue Flag beaches, while ranking fifth in the world for number of UNESCO World Heritage sites. 

The nation’s dedication to sustainability bodes well for travel advisors looking to increase sales, according to Castelltort. “My main advice for travel advisors is to emphasize that sustainability in Spain is not an isolated experience but a management principle that guides all tourism activities in the country,” he said. 

Turespaña offers helpful resources, he adds. “Through the Spain Specialist Program, advisors can obtain detailed information about Spain’s sustainable projects and how these efforts are transforming tourism,” he said. “We also host webinars throughout the year focusing on sustainability, as well as events like Spain Talks: Caring for the Future, where industry leaders discuss the future of sustainable tourism in Spain.”

“By educating clients on these efforts, advisors can offer them a richer experience, enabling them not only to explore a unique destination but also to be part of a global movement toward more conscious and respectful tourism,” Castelltort said. 

Portions of this article originally appeared in Travel Weekly.