Sustainability, the new standard for tourism quality

The roundtable discussion “Responsible Conversations for Sustainable Tourism,” organized by InterMundial Seguros in collaboration with FITUR, the Hotel Technology Institute (ITH), and the World Tourism Organization (UNWTO), has brought the sustainability of tourism activity to the forefront of the debate at FITUR.

InterMundial Seguros, a broker specializing in insurance for the tourism sector, hosted the “Responsible Conversations for Sustainable Tourism” roundtable this afternoon at FITUR. The event featured representatives from the Responsible Tourism Institute (ITR), the Global Sustainable Tourism Council (GSTC), the Hotel Technology Institute (ITH), minube, Viajar magazine, Hosteltur, RNE, and SEGITTUR. Organized in collaboration with FITUR, the Hotel Technology Institute, and the World Tourism Organization (UNWTO), the session was introduced by Ana Larrañaga, Director of FITUR, as part of the #techYsostenibilidad forum.

In support of the International Year of Sustainable Tourism proclaimed by the UN, the “Responsible Conversations for Sustainable Tourism” roundtable analyzed the responsibility that travelers, the industry, the media, new technologies, and public administration must assume to make sustainable tourism a reality. The moderator, Antonio López de Ávila, President of SEGITTUR, directed questions to the participants, who represented each of the sectors involved.

“The revolution must begin individually with each one of us, and it is the consumer who must demand it. From there, companies must adapt and the government must regulate,” noted Manuel López, CEO of InterMundial Seguros. Everyone agreed that responsibility is shared among travelers, the industry, and public administration, and that it must start with the traveler. Laura Prieto, director of the program Sector.3 (RNE), pointed out that responsibility is circular and must be self-reinforcing.

One of the main points of the debate was the cost of sustainability, both for the traveler and the industry. “Travelers must accept that they need to pay more if they want a product that is high-quality in terms of sustainability,” noted Manuel Molina, director of Hostelturmagazine. Regarding the hotel sector, Coralía Pino, head of the sustainability area at the Hotel Technology Institute (ITH), emphasized the need for the industry to effectively communicate the measures it is taking toward sustainability. This ensures that travelers do not perceive certain actions merely as cost-cutting by business owners, but rather as a commitment to sustainability, allowing both travelers and the industry to work together toward this goal.

Analyzing the cost of this sustainability for business owners, Luigi Cabrini, President of the Global Sustainable Tourism Council (GSTC) has emphasized that this is a short-term cost, as the long-term return on investment is much greater. In this regard, he highlighted the importance of emphasizing the benefits in terms of the quality of the tourist experience.

Tomás Azcárate, president of the Responsible Tourism Institute (ITR), pointed out the need to measure sustainability using criteria such as the UN's Sustainable Development Goals (SDGs). From his perspective, talking about quality in tourism is a thing of the past, as he believes sustainability is the new standard, "a reality for new generations, who no longer see sustainability as just a goal."

Regarding the role of new technologies in tourism sustainability, Gonzalo Moreno, Chief Product Officer & Strategy Director at minube, highlighted their importance in allowing destinations to get to know their travelers: knowing what they want and how they behave. For Mariano López, director of Viajarmagazine, measuring the policies being implemented by both public administrations and private companies is what allows travelers to evaluate and make informed choices.

Regarding Spain as a sustainable destination, Manuel López (InterMundial) stated that "the effort lies in knowing how to integrate tourism into the local community." Manuel Molina (Hosteltur) highlighted the importance of destinations choosing the tourism model they want to implement and, from there, establishing a strategic plan to carry it out, in addition to assuming the political cost that this positioning entails.

All the speakers agreed on the need to educate travelers, noting that, in the case of Spanish travelers, there is still much to be done compared to their European counterparts.

Presentation of the 1st Responsible Tourism Award

Following the round table, Manuel López, CEO of InterMundial Seguros and trustee of the InterMundial Foundation, presented the Responsible Tourism Award, which the Foundation will present at the next edition of FITUR. This award will be given to exhibitors at the fair that meet corporate responsibility criteria to achieve higher quality tourism. The award will feature 3 categories (accommodation, transport, and services/intermediation), and the registration period will open in October.

InterMundial, official risk advisor for FITUR

InterMundial, a broker specializing in insurance for the tourism sector, provides assistance insurance to exhibitors and visitors of FITUR 2017. The insurance is included in the FITUR Passport, which is required to attend the fair.