Aragón is committed to more responsible tourism that is closer to people. The Social Sustainability Plan for Tourism in Aragón is a pioneering initiative in Spain that seeks to highlight the positive impact of tourism on territories, the lives of citizens, and the prestige of the sector. To learn more about its objectives, strategies, and outcomes, we spoke with Fernando Martín, president of the Confederation of Hospitality and Tourism Entrepreneurs of Aragón, the entity responsible for representing the most important economic sector in Aragón and for executing the Plan.
The Social Sustainability Plan for Tourism in Aragón is a pioneering initiative in Spain. How would you define its main objective in a few words?
The main objective of the plan is to highlight everything that tourism contributes to territories, people, and the prestige of the sector. We want to recognize how tourism not only generates economic income but also plays a decisive role in the well-being of local communities and in the positive projection of Aragón as a destination. Our motto is “Respect, Enjoy, Live,” which simply yet profoundly summarizes the philosophy of the plan. “Respect” means showing consideration for the territories, for the people who live in them, for visitors, and for professionals in the sector, ensuring fair and responsible treatment at all levels. “Enjoy” refers to making the most of and enjoying the tourism offer, fostering experiences that are enriching both for visitors and for the residents themselves. And “Live” implies that this enjoyment and respect are maintained over time, ensuring the continuity and sustainability of tourism experiences and of the benefits they generate for all of society.
One of the focuses is to measure and visualize the social impact of tourism. What indicators or concrete examples do you think will demonstrate that impact in Aragón?
To evaluate the social impact of tourism, our approach combines qualitative observation with constant dialogue among different subsectors. We hold sector meetings with spas, campsites, rural tourism, and travel agencies, analyzing the experiences shared by all stakeholders involved. We do not focus solely on economic figures but also on how tourism generates employment, contributes to community well-being, connects the territory, and helps to stabilize the population, especially in rural areas. These meetings and experiences allow us to identify areas for improvement and recognize achievements, demonstrating that tourism can be an important social and cultural engine. Although rigid quantitative indicators have not been defined, the impact is reflected in residents’ quality of life, visitor satisfaction, and the cohesion of local communities.
The plan includes a ten-point program and audits. What type of commitments do you think will be easier or more difficult to implement, and how will companies be supported in achieving them?
The ten-point program is designed to enhance the hospitality sector and recognize the work of professionals, promoting best practices applicable in different subsectors: campsites, restaurants, hotels, and rural tourism. Some commitments, such as regulatory compliance or adherence to labor agreements, are easier to implement because they are based on existing norms that require monitoring and awareness. Others, like maintaining high standards of job satisfaction consistently and fostering a respectful and motivating work environment, may prove more complex, as they involve cultural and management changes. To support companies, we conduct pilot audits and campaigns like “Oyster Pride,” which not only recognize excellence but also motivate the continuous adoption of sustainable and quality practices. This approach helps commitments become lasting habits rather than temporary measures.
What opportunities do you see for the hospitality sector in Aragón to adopt more local and sustainable products without imposing unsustainable costs on businesses?
We promote the circular economy and the concept of zero-kilometer by creating synergies among companies, agri-food industries, and the Government of Aragón. This collaboration seeks to improve the marketing of local and sustainable products, ensuring that they reach establishments without generating significant extra costs. We are aware that some local products have limitations in production and distribution, which presents a logistical challenge. Therefore, our strategy involves establishing a commercial network that connects producers directly with tourism establishments, facilitating access to fresh and quality products while supporting the local economy without increasing costs that could discourage their use.
What criteria will be used to select social investment projects, and how will their success be measured beyond economic profitability?
Social investment projects are selected based on their ability to generate a positive impact on the community, especially in small and rural populations. We seek initiatives that integrate tourism with community life, such as volunteer routes, signage of paths, improvement of chapels or viewpoints, or activities that promote citizen participation. To showcase these achievements, we will organize an awards gala in Huesca that will highlight the most successful projects in social terms, the adoption of the zero-kilometer philosophy, and the implementation of the ten-point program of best practices.
Training in sustainable leadership has been mentioned. What specific competencies are being prioritized so that the change does not remain only theoretical?
Training in sustainable leadership focuses on conveying that sustainability is not a luxury but a growing expectation of customers and a requirement for the future of the sector. We prioritize competencies related to environmental, social, and economic sustainability, ensuring that sector leaders can integrate these dimensions into daily management. We also work to ensure that quality standards and best practices are maintained continuously, not just while the plan lasts. Education and awareness are fundamental: we start with young people, fostering the internalization of sustainability as a cultural and social value that influences decision-making and the behavior of both professionals and visitors.
You mentioned that the plan is a joint effort between the Government of Aragón and CEHTA. What lessons have already emerged from this collaboration that could serve as a model in other sectors?
The public-private collaboration has demonstrated the importance of fluid communication and the active participation of the sector. While the administration establishes the legislative framework and regulates the norms, the sector defines practical guidelines and oversees implementation. Monthly meetings allow us to assess progress and make adjustments, promoting continuous learning. This model shows that the combination of regulation and practice, along with constant dialogue, can be replicable in other sectors where cooperation between regulators and professionals is essential to achieve sustainable and effective results.
How do you plan to involve visitors and the citizens of Aragón so that they see tourism not as a burden but as a social engine?
The key lies in awareness and education. We aim to engage citizens and tourists in experiences that highlight cultural heritage, traditions, and territories, demonstrating how tourism can generate tangible benefits for everyone. We want tourism to be perceived as a social and economic engine.
