Mallorca reinforces its leadership in sustainability, one of the fundamental pillars of its tourism strategy, through an agreement with Green & Human to work to promote the skills of industry agents from an environmental, social, and economic perspective. Mallorca is now one of only two destinations that are part of the entity, which is made up of 80 top-level tourism companies.
The Mallorca Council is working on a collaborative strategy together with Green & Human, a non-profit association with the aim to accelerate the transformation of tourist destinations towards more competitive models in environmental, social, and economic terms. The development of joint projects will follow the Sustainable Development Goals (SDGs) of the 2030 Agenda as a reference for compliance.
Both entities will collaborate in the development of three main areas to achieve the common goal of promoting a tourism model that presents sustainability as a key pillar. One of the first priorities is to promote the importance of companies and destinations shifting towards sustainability frameworks that align with the 17 United Nations SDGs. This is achieved by encouraging experience sharing and networking to promote the improvement of sustainability competencies.
After formalising the alliance, Andreu Serra, Conseller de Transició, Turisme i Esports of the Mallorca Council, the island’s institution for tourism promotion and planning, and the president of Green & Human, Ginés Martínez, signed an action protocol by which the island became one of the only two destinations, along with Tenerife, to be a part of this sustainability-promoting entity.
Green & Human represents a wide range of tourism sector companies, all with the same objective: to transform and invest in initiatives aimed at attracting higher quality and responsible tourism. Among the members of Green & Human are Jumbo Touris, Hyatt Leisure Group, and Viajes El Corte Inglés. Members benefit from additional resources and tools on the “three levers of change”: sustainability agora, project centre, and Biosphere Certification, a formula created to make the sustainable transformation efforts of companies or destinations recognisable.
Green & Human also provides its members with advice on sustainable projects and public financing, support and encouragement of investment, sponsorships, and the collaborations of private companies, public bodies, foundations, associations, and management companies for the dissemination of sustainable tourist destinations.