On September 18, 2024, the first edition of the Spain Talks event in the Nordic region, with the theme "Caring for the Future", was held in Stockholm. Spanish Tourist Office gathered representatives from Norway, Sweden, Denmark and Finland to share their best sustainable programs and initiatives in tourism.
Organised by the Spanish Tourist Office, Spain Talks offered an important platform to discuss future solutions to the challenges facing the tourism industry in terms of sustainability, including climate change, overtourism and pollution.
– Spain Talks represents a clear starting point to initiate the discussion on these issues and promote coordinated work between different actors in the sector, says Milagros Montez Lopez, Director of the Spanish Tourist Office in Sweden.
Insights and challenges for the futureParticipants were able to take part in both lectures and panel discussions on sustainable development, strategies for preventing overtourism, standardization of certifications, and opportunities within accessible and inclusive tourism in Spain.
Julio López Astor, Deputy Director of Tourism Knowledge, presented a groundbreaking idea for measuring social sustainability by gathering opinions from local people, and Sanna Kalmari, specialist in accessible tourism, shared valuable insights that as many as 20-25 percent of travelers need some form of accessibility solution during their trips, highlighting the importance of including everyone in discussions around sustainable tourism.
Among the many representatives who participated and contributed exciting perspectives were Norwegian Airlines, representing the aviation sector, Renfe Group, a leading player in rail transport in Spain, and Nordic Leisure Travel Group, a prominent tour operator. More personal experiences were shared by Visit Hornborgarsjön and the Barcelona Conference Group, which added additional dimensions to the discussions.
“Together, these actors reflect different aspects of tourism and offer a holistic view of sustainability issues within the industry. By working together, they can promote long-term solutions that contribute to both economic, ecological and social sustainability,” explains Bárbara Couto, Deputy Marketing Manager for the Spanish Tourist Office in Sweden.
The day also included a presentation from Lonely Planet, which named Spain the best sustainable destination for 2024 – an accolade the country is very proud of. In addition, Visit Valencia was presented, which has been designated European Green Capital 2024, highlighting the city’s focus on sustainability and environmental protection, and Gran Canaria, which has been certified as a Biosphere destination 2024.
Award Ceremony: Outstanding Contributions in Sustainable Tourism
The event concluded with a memorable dinner celebrating contributions to sustainable tourism, including an awards ceremony for press and tour operators from each Nordic country. The awards recognized outstanding efforts in sustainable tourism and highlighted achievements from Nordic partners.
Winners included Bjørn Moholdt from Norway and the publication Way2Go, Karin Møller-Olsen from Denmark with Politiken, Jonas Henningsson from Sweden with Vagabond and Pekka Hiltunen from Finland with Mondo in the Best Media Award category. In the Best Experience category, Ruby Rejser from Denmark for ”La Palma – Den grønne Vulkanø”, JWA Tours from Sweden for hiking, culture and gastronomy in the Basque Country and VING for their “0 km initiative”, Olympia Air Travel from Finland for their ”Camino Dos Faros” hiking package, and Escape Travel from Norway for their focus on the Sierra Nevada.
– We are incredibly proud to receive this award. Our 8-day hike in the Sierra Nevada is not only a bestseller, but also the result of our strong collaboration with local players, says Vera Sletto, Department Manager for Theme Tours and Active Travel at Escape Travel Norway.
All winners shared their enthusiasm and commitment to sustainability and passion for Spain, demonstrating that these awards honor many efforts and achievements from across the region.
Traveling Right: A New Perspective on the Future of Tourism
Spain Talks aims to become a central platform for disseminating and promoting initiatives that contribute to Spain's development in sustainable tourism, and the event in Stockholm marks an important step in this work.
– It has proven to be an excellent context for initiating discussions and promoting cooperation between different actors in the sector. Because it is not about traveling less, but about traveling correctly. We hope to continue to expand this forum in the future, concludes Bárbara Couto.
According to the press release.
