Recent industry events convey a recurring message: the future lies in growth without massification, diversifying demand, and distributing profits more equitably . In contrast to models that concentrate pressure on a few key areas, proposals linked to nature, culture, gastronomy, and local products are gaining traction. Furthermore, sustainability intersects with climate change, mobility, and digitalization.
A model that puts conservation first
The European Commission has published guidelines to promote sustainable tourism in the Natura 2000 network, the world's largest network of protected areas, with more than 27.000 sites. The starting point is clear: well-preserved natural areas attract visitors, but poorly managed tourism can increase pressure on habitats and species . Therefore, the guidelines call for integrating tourism into the planning and management of these areas without compromising their conservation objectives.
Among the risks identified are habitat degradation, disturbance to wildlife, pollution, and resource depletion. To prevent these, the guidelines propose identifying pressures and benefits, assessing carrying capacity, and strengthening awareness . They also emphasize the need to implement management measures tailored to each territory, with monitoring and coordination among government agencies, businesses, and local communities.
These challenges are compounded by climate change. The European Environment Agency warns that reduced snow cover, heat waves, increased wildfire risk, changes in precipitation patterns, and water scarcity in southern Europe are impacting resources upon which tourism depends. These factors can alter when and where we travel , diminishing the appeal of summer in the south and increasing the risks of winter tourism in lower-altitude destinations.
- More conservation: integrated tourism planning in the management of protected areas.
- More control: capacity to receive and monitor impacts.
- More equity: benefits shared between local population and visitors.
Fairs and destinations that promote ecotourism
Antequera took advantage of its presence at NATURCYL, an ecotourism fair held from September 25 to 27 in the Royal Site of San Ildefonso, Segovia, to promote its nature and sustainable tourism offerings to specialized professionals. The municipality participated in the Professional Meeting for the Marketing of Nature Tourism, organized by the Regional Government of Castile and León, with the aim of establishing contacts between destinations and companies and exploring new marketing opportunities.
Antequera's promotional efforts focused on its natural resources as a complement to its cultural heritage, gastronomy, and tourist services. The city's presence was located within the Andalusia pavilion, in the Ecotourism Module, with an 18-square-meter stand, and was part of the Andalusia Tourism and Sport Action Plan. Councilwoman Ana Cebrián emphasized that this event helps to broaden the destination's presence in specialized markets.
The fair celebrated its ninth edition under the theme "Living Territories: The Rural World as Guardian of Nature," focusing on ecosystem conservation and the role of rural communities. NATURCYL combines activities for professionals with a program open to the public, allowing destinations to reach both the tourism sector and travelers interested in ecotourism.
In Cantabria, Polanco has championed a model of tranquil, sustainable, and high-quality tourism, without competing for visitor numbers. The municipality aims to organize and connect its natural, cultural, literary, gastronomic, and sporting resources to transform them into experiences. Sustainability is understood there as a cross-cutting policy that encompasses natural spaces, environmental education, and local products.
Its membership in the Costa Quebrada Geopark and the protection of Pozo Tremeo, the only natural lake on the Cantabrian coast, are key elements of its strategy. The ecotourism and cultural tourism program developed in partnership with NansaNatural included twenty workshops and guided tours between May and November, with 155 participants and ratings between 9 and 10. The aim is to prioritize conservation over tourism and focus on small groups, guided tours, and environmental education. Furthermore, the future Prado Infante site, covering approximately 18.000 square meters, will be designed to host events and connect nature, culture, and sports.
Awards and sustainable projects in Spain
Galicia also received recognition at Fitur for its stand, which won awards for best regional stand and best sustainable stand. It was the first region to achieve both accolades in the same edition, with a 1.138,5 square meter space that grew by 14% and featured recycled materials, accessibility, and locally sourced food and wine products. The jury valued its innovation, sustainability, and alignment with the region's commercial strategy.
Galicia's participation is part of a promotional plan with over 150 activities in approximately 20 markets and a presence at more than 30 strategic trade fairs. The Galicia Calidade brand and preparations for the Xacobeo (Holy Year) served to showcase values ​​such as authenticity, nature, culture, and food and wine. The awards reinforce a commitment to quality, innovation, and highlighting the value of local resources.
Jaén has shared its expertise in sustainable tourism at the 4th International Technical Mission of the Ibero-American Union of Municipalities, where it presented its Tourism Sustainability Plan and its commitment to olive oil tourism. The city aims to make extra virgin olive oil a key driver of development, with projects such as the Los Robles Roman Villa and a tourism innovation center linked to the olive grove landscapes. The initiative is supported by Next Generation EU funding and inter-regional cooperation.
In Huelva, the company AgrÃcola El Bosque SL – La Canastita received the Andalusia Tourism Award in the sustainable tourism initiative category. During the gala, the need to maintain a balance between visitors, residents, and the land was emphasized, and calls were made for improved infrastructure and connections. The event also served to recognize the role of gastronomy, the climate, and the local business community.
A sustainability forum is also planned for October 15th, bringing together experts, businesses, and institutions to address the challenges and opportunities of sustainable tourism in the province. These types of events aim to transform sustainability into a practical management tool , not just a campaign slogan.
Green jobs, mobility and digitalization
The Biodiversity Foundation of the Ministry for Ecological Transition and the Demographic Challenge is working on various initiatives to promote tourism that is compatible with conservation. Through the Empleaverde+ Program, the INTERPARQUES Inclusive Ecotourism project aims to improve the employment prospects of people with intellectual disabilities and other groups at risk of social exclusion. This initiative combines training and practical experience in developing sustainable routes and promoting tourism in natural areas, creating employment opportunities related to ecotourism.
With funding co-financed by the ERDF, projects combining conservation, bioeconomy, and nature tourism are supported. BIOCONECTA-CL improves the green infrastructure of the Camino Lebaniego through restoration and ecological connectivity, and incorporates ecotourism to boost the rural bioeconomy and create green jobs in Cantabria. BosqueEmprende+ promotes sustainable rural development in the Alto Tajo and SerranÃa de Cuenca regions, with interpretive trails and a lookout tower to showcase the area's forest heritage.
The EU's upcoming Sustainable Tourism Strategy aims to build a greener, more resilient, and more inclusive model, with greater benefits for local communities. The coach transport sector is calling for this mode of transport to have a greater voice in the discussions, as buses connect airports, ports, and train stations with historic cities, coastal destinations, mountain villages, and cultural sites. Their role is crucial for distributing visitors and alleviating pressure on the most overcrowded destinations.
Coach travel combines high passenger capacity with emissions per passenger-kilometer comparable to those of long-distance rail, according to IRU and CONFEBUS. It also facilitates school trips, conferences, group getaways, and affordable holidays for families, young people, and seniors. The European strategy could promote coach-accessible destinations, multimodal terminals, and more coordinated planning to improve connections between transport, destinations, and points of interest.
Digitalization and artificial intelligence are also destined to play a role in this transformation. Every September 27, World Tourism Day serves as a reminder of the need to move towards a model that generates economic and social opportunities while respecting biodiversity and the well-being of communities. Under the theme "Digital Agenda and Artificial Intelligence to Redesign Tourism," the UN points out that technology can improve services and open new opportunities, provided that its benefits also reach emerging destinations and local populations.
The path towards more sustainable tourism requires reconciling tourism activity with healthy ecosystems, adapting to the effects of climate change, and distributing benefits more equitably. Trade fairs, awards, sustainability plans, green jobs projects, and mobility proposals demonstrate progress, but also that there is still work to be done. The key will be to accurately measure impacts, listen to local communities, and prevent growth from exceeding carrying capacity.
