USTOA’s SIR Summit in Valencia, Spain Bridges Tourism and Sustainability for a Greener Future

The United States Tour Operators Association (USTOA) hosted its annual Sustainability is Responsibility (SIR) Summit from April 27 to 30 in Valencia, Spain. This significant event united representatives from a diverse array of travel sectors, including tour operators, destination marketing organizations, hotel chains, technology startups, and various other travel service providers. Over the course of three days, attendees engaged in cross-sector collaboration, knowledge exchange, and forward-thinking discussions centered on advancing sustainable tourism. The 2025 SIR Summit was organized in partnership with the Region of Valencia Tourism Board and Turespaña.

USTOA President and CEO Terry Dale emphasized that this year’s summit placed members at the center, spotlighting actionable insights and global best practices.  “The summit was designed to support our community’s sustainability goals by offering practical solutions to help our members advance their own journey,” added Dale.  “Our members’ passion is what drives the SIR platform forward, and we remain committed to meeting that momentum with fresh focus areas and meaningful outcomes.” He also thanked the Region of Valencia Tourism Board for their generous hospitality and dedication to showcasing the region’s sustainability efforts.

Marián Cano, Regional Minister for Tourism of the Valencia Region added,  “It has been an honor and an opportunity to host the Sir 4.0 Sustainability Summit in Valencia. It has been great to share with USTOA attendees during these few days both the possibilities our destination has to offer as well as our concerns and initiatives in favor of a more sustainable tourism.”

The summit kicked off in Valencia with morning sessions featuring opening remarks followed by deep discussions focused on the event’s theme: “Connecting People and Places.” These conversations centered on the evolving needs of destinations and how tourism can address those needs in a sustainable and impactful manner. The afternoon sessions shifted the focus to psychological safety and citizen engagement, emphasizing tourism’s potential role as a driver of societal well-being. In the evening, participants gathered at the Las Arenas Resort for a pre-dinner reception, where they were introduced to the region’s sustainability efforts, including initiatives in port operations, beach conservation, and cruise management, while sampling traditional Valencian drinks.

“Having been able to host SIR 4.0 in Spain shows that our traditional urban destinations, like Valencia, can lead the way in sustainability. It highlights our country’s strong commitment to responsible and high-quality tourism,” said Magi Castelltort, Consul for Tourism Affairs, Turespaña.  

The following day, the event moved to Albufera Natural Park for hands-on workshops dedicated to environmental action. Morning discussions delved into the concept of circularity and identified barriers to achieving zero waste. The afternoon hosted a “Sustainable Solutions Hackathon,” where attendees tackled the toughest challenges facing the tourism sector, such as climate change and equity issues. The group also participated in a boat ride through the Albufera rice fields, providing a unique opportunity to explore the region’s natural ecosystems up close.

Beyond the insightful sessions, the summit included open forums for discussing key topics such as the impact of climate change on local communities, the demand for responsible and curated travel experiences, and the essential role of public-private partnerships in advancing sustainability efforts. These discussions also addressed the challenges of failure, strategies for learning from setbacks, and solutions for managing overtourism through enhanced collaboration with destination communities.

The week’s activities featured the City of Valencia Sustainability Walking Tour, which highlighted important sites such as Plaza Ayuntamiento, Central Market, Plaza de la Reina, and the historic Water Court at Plaza de la Virgen. Other highlights included a guided tour of the City of Arts and Sciences, a traditional horchata tasting, and a visit to Bodega Casa Montaña, one of the city’s oldest restaurants, where participants learned about sustainable practices being upheld by the new generation.

During the summit, Dale officially announced that the 2026 SIR Summit will be hosted in Jordan, saying,  “Every destination we visit has something to teach us and Jordan is poised to offer a fresh set of perspectives and insights shaped by the realities, challenges, approaches, and innovations of its own sustainability journey.” 

“Jordan is honored to be named the host destination for the 2026 SIR Summit,” said Malia Asfour, Managing Director of the Jordan Tourism Board North America. “Our country’s commitment to sustainability is deeply rooted in both tradition and innovation—from preserving ancient cultural heritage and protecting fragile ecosystems, to empowering local communities through meaningful travel experiences. We look forward to welcoming the global travel community to Jordan and sharing how tourism is helping shape a more inclusive, resilient, and responsible future.”

Source: https://www.travelandtourworld.com/news/article/ustoas-sir-summit-in-valencia-spain-bridges-tourism-and-sustainability-for-a-greener-future/