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Sustainability is a unifying element across all sectors—mobility, energy, social and economic development, environment, housing, etc.—and serves as the foundation for innovation in both the public and private spheres.

In the tourism sector, it stands as the driving force behind the transformation of a model that has evolved from mere promotion to strategic planning and the need to manage visitor flows. The aim is to contribute to decentralization and seasonality reduction, adapt to climate change, preserve natural and cultural heritage, and redistribute the wealth generated. These goals are pursued through the threefold dimension of sustainability: social, environmental, and economic.

While environmental sustainability initiatives tend to be more visible, tourism is a key sector where strong examples of social sustainability also exist. One such initiative is the “Nature for the Senses” program, which offers nature-based activities to promote sustainable and responsible ecotourism. It generates social, environmental, and economic benefits in the areas where Paradores are located by highlighting local producers and creating opportunities for entrepreneurship and talent development among nearby communities.

Similarly, the Real Club de Golf de El Prat leads various initiatives focused on social return and making golf—a sport that fosters values such as discipline, focus, frustration management, and personal growth—accessible to all. How is this achieved? Through the adjacent public golf course, where schools from nearby municipalities hold extracurricular activities, and through collaboration with the La Caixa Foundation to promote programs for children and youth at risk of social exclusion.

Local public administrations are also committed to a transformative tourism model that supports decentralization and seasonality reduction by strengthening connections between mature coastal destinations and emerging inland ones. A standout example is the leadership of the Baix Llobregat Tourism Consortium, with over 100 companies participating in the “Commitment to Sustainable Tourism Destination Barcelona” program, promoted by the Barcelona Provincial Council. The Real Club de Golf de El Prat is also part of this initiative, which offers personalized guidance, training, and collaborative sessions among ecosystem stakeholders to foster synergies and drive continuous improvement of destinations and organizations.

Initiatives like these demonstrate the strong commitment of public and private entities to sustainable tourism. Tourism and sustainability are inseparable when we envision the roadmap that will guide us in the short, medium, and long term toward strengthening our destinations through innovation, smart tourism, territorial cohesion, and the creation of talent and opportunities for young people in both urban and rural areas. It also involves preserving the uniqueness of the small gems in our surroundings that make them truly special.

The commitment to sustainable tourism goes beyond meeting international agendas—it represents a dedication to improving public policies, ensuring destinations leave a positive legacy for their communities, and boosting business competitiveness in the private sector, which is also aware of its key role in achieving a respectful, rigorous, and committed tourism model.

Achieving these goals will only be possible through multilevel governance among different administrative levels, public-private collaboration, and active citizen engagement.