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The Alliance for Tourism Excellence (EXCELTUR) has launched a new campaign that is generating a lot of buzz in the sector: Tourism that matters. The manifesto brings together ideas, proposals and commitments with a very clear goal: to move towards more sustainable, inclusive and responsible tourism. At RIU, we are fully aligned with this approach and want to tell you why we believe it is such a great initiative.
A campaign with proposals and action for tourism in Spain
Tourism that matters is an initiative focused on the Spanish tourism sector, promoted by EXCELTUR together with key associations in the accommodation, catering, transportation, and travel agency sectors. The manifesto sets out 10 fundamental principles and more than 80 specific proposals to respond to the major challenges facing tourism today: overcrowding in destinations, coexistence with residents, quality employment and environmental sustainability.
All this is explained in this video, which sums up the essence of the campaign very well:
The tourism we all want
According to data from EXCELTUR, tourism will generate more than €220 billion in Spain by 2025. Its economic impact is enormous and benefits many sectors. But this scale also brings with it the challenge of managing this growth properly, respecting the environment and improving the experience of both visitors and those who live in the destinations.
In short: it is not just about attracting more tourists, but doing it in a better way.
A vision that we share at RIU
At RIU we firmly believe in tourism that adds value. That is why, for years, we have been working on projects that go beyond our hotel business. Through our Proudly Committed strategy, we carry out actions that underline our commitment to the environment, people and sustainability.
We are delighted to see how this campaign reflects many of the ideas we believe in: collaborating with local communities, deseasonalising destinations, offering stable job opportunities, investing in clean energy and designing experiences that respect local identities.
Change that begins with dialogue
One of the manifestos’ key messages is the need to build a new, more participatory, transparent and effective form of public-private governance. Because only by working together — businesses, governments, professionals and citizens — can we tackle challenges like access to housing, regulating tourism and respecting public spaces.
The Tourism that Adds Value campaign proposes exactly that: a space open for reflection and joint action.
A shared future for better tourism
At RIU, we believe that initiatives like this are an opportunity to pool ideas, build consensus and keep improving. That is why we welcome Spanish tourism taking this step forward with a constructive proposal that is well structured and open to anyone who wants to be part of the change.
Because the tourism we want is not just tourism that grows, but tourism that cares, respects and adds value.
