Barceló Hotel Group Joins GSTC to Advance Regenerative Tourism

Barceló Hotel Group, one of the largest hotel chains in the world, has officially joined the Global Sustainable Tourism Council (GSTC), further solidifying its commitment to sustainable and regenerative tourism. This strategic move aligns with both the group’s long-standing sustainability goals and global best practices promoted by international tourism and environmental authorities.

The hotel group, headquartered in Palma de Mallorca, Spain, operates more than 300 hotels and 66,000 rooms across 30 countries, under four distinctive brands: Royal Hideaway Luxury Hotels & Resorts, Barceló Hotels & Resorts, Occidental Hotels & Resorts, and Allegro Hotels. The announcement reinforces Barceló’s ambition to lead global hospitality through measurable sustainability impact and governance.

Commitment to Regenerative Tourism

Barceló Hotel Group has long been a pioneer in sustainable practices within the hospitality industry. As outlined in its Barceló ReGen sustainability strategy, the company strives to maximize the positive impact on the destinations where it operates. This includes contributing to fairer societies, protecting natural ecosystems, and advancing community well-being.

Regenerative tourism, as defined by the United Nations Environment Programme (UNEP) and the World Tourism Organization (UNWTO), goes beyond sustainability by actively improving ecosystems and communities affected by tourism. Barceló’s ReGen strategy is fully aligned with this vision, aiming to restore, not just sustain, the environments and societies where its hotels are located.

Integration of Sustainability in Corporate Culture

Barceló integrates sustainability across all levels of its operations through its management and training model known as SER Barceló. This model emphasizes individual and collective development, employee engagement, and environmental accountability. The Barceló ReGen standards are embedded into this internal framework, ensuring that employees understand and implement sustainable practices daily.

The group’s commitment to these practices is further demonstrated by its adherence to international sustainability frameworks, including the United Nations Global Compact, which advocates for corporate responsibility in human rights, labor, environment, and anti-corruption.

GSTC Recognition and Certification

In 2023, Barceló Hotel Group became the first Spanish hotel chain to receive GSTC-Recognized Standard status for its internal Barceló ReGen standards. The Global Sustainable Tourism Council (GSTC) is a globally acknowledged body supported by the United Nations that sets and manages sustainability standards for travel and tourism.

Barceló’s recognition by the GSTC demonstrates that its internal standards meet rigorous international benchmarks covering environmental, social, cultural, and management principles.

Additionally, four flagship properties—Royal Hideaway Corales Resort, Barceló Torre de Madrid, Barceló Fortina Malta, and Occidental Playa de Palma—have already received official GSTC Certification from Bureau Veritas, an accredited third-party certification body. The group plans to extend GSTC certification to all of its Spanish properties by 2025, underlining its broad ambition to be an industry leader in sustainable hospitality.

Government and Global Context

Spain’s national strategy for sustainable tourism, as outlined in the “Sustainable Tourism Strategy of Spain 2030” developed by the Spanish Ministry of Industry, Trade and Tourism, emphasizes the transformation of the tourism model toward environmental sustainability, social inclusion, and economic resilience. Barceló’s objectives and initiatives directly support these goals.

Additionally, the European Commission’s Green Deal and the 2030 Agenda for Sustainable Development further stress the importance of responsible tourism. Barceló’s alignment with these policies underscores its corporate responsibility to align local operations with national and EU-wide sustainability priorities.

According to the Ministry for the Ecological Transition and the Demographic Challenge (MITECO), tourism companies are expected to reduce carbon emissions, promote circular economy principles, and integrate climate adaptation strategies—elements reflected in Barceló’s ReGen policies.

A Word from Leadership

Raúl González, CEO EMEA of Barceló Hotel Group, emphasized the strategic importance of this certification, stating:

“Achieving GSTC Certification confirms the excellent work carried out by Barceló Hotel Group in our firm commitment to regenerative tourism. It reinforces our #BarcelóReGen sustainability strategy and supports our long-term goal to positively impact destinations and promote local economic development while protecting people and the environment.”

GSTC Welcomes Barceló Hotel Group

The announcement was well-received by the Global Sustainable Tourism Council. Randy Durband, CEO of GSTC, welcomed Barceló Hotel Group as a new member and praised its certified hotels:

“We extend a warm welcome to Barceló Hotel Group as a new member of GSTC and value their commitment to supporting our mission. We congratulate them on their recent GSTC-certified properties and wish them continued success on their ongoing journey toward sustainability.”

The GSTC operates in collaboration with the United Nations World Tourism Organization (UNWTO), the United Nations Environment Programme (UNEP), and various NGOs to promote sustainable practices in tourism globally.

Barceló’s Global Sustainability Impact

With operations in over 30 countries, the Barceló Hotel Group plays a major role in shaping sustainable tourism trends across continents. Through its ReGen strategy, the group actively promotes:

• Energy efficiency and renewable energy usage
• Water conservation
• Waste management and circular economy initiatives
• Community engagement and support for local suppliers
• Cultural preservation and respect for host communities

As part of this mission, Barceló has implemented property-specific sustainability initiatives, such as coastal habitat restoration, marine protection programs, and community-based tourism projects.

Looking Forward: Full GSTC Certification in Spain by 2025

Barceló’s roadmap to sustainability does not end with a few certified hotels. The group has made a public commitment to achieve GSTC certification for all its Spanish properties by the end of 2025, with additional international certifications expected in the years to follow.

This plan is particularly significant considering Spain’s role as one of the top global tourist destinations. According to data from the Instituto Nacional de Estadística (INE) and Turespaña, tourism contributed over 12% to Spain’s GDP pre-pandemic. Ensuring the sustainability of this vital sector is central to the country’s long-term economic recovery and climate commitments.

Conclusion

Barceló Hotel Group’s membership in the Global Sustainable Tourism Council and its pursuit of comprehensive GSTC certification represent a significant step forward for the global hospitality industry. By embedding regenerative tourism principles into its business operations, Barceló not only meets rising consumer expectations for responsible travel but also aligns with national and international sustainability agendas.

Through its Barceló ReGen strategy, GSTC certification efforts, and ongoing investments in environmental and community initiatives, the group is shaping the future of hospitality—where profit, people, and planet go hand in hand.

Photo: Barceló Hotel Group

Source: https://www.travelandtourworld.com/news/article/barcelo-hotel-group-joins-gstc-to-advance-regenerative-tourism/