At a time when tourism faces new challenges and opportunities, Teruel is betting on a model of socially sustainable development that goes beyond mere tourist promotion. The Social Sustainability Plan for Tourism in Aragón, driven by the Confederation of Hospitality and Tourism Business Owners of Aragón (CEHTA) along with the Government of Aragón, aims to consolidate the tourism industry as a responsible economic engine capable of generating social, economic, and environmental benefits. This plan focuses on adapting tourism strategies to the needs of small municipalities and establishments, ensuring a positive impact throughout the province.
To delve deeper into this project, we spoke with Elena Marco, president of the Provincial Association of Tourist Entrepreneurs of Teruel, who explains how the plan seeks to reinforce the social sustainability of the sector. Marco emphasizes the importance of retaining the local population, fostering employment, and ensuring the quality of services—key aspects for tourism to be a stable and lasting development factor in the region.
«We want to demonstrate that Teruel is committed to responsible and sustainable tourism»
In the interview, Marco details how small rural entrepreneurs, from restaurants in villages with 50 inhabitants to campsites in natural settings, become fundamental pieces of the plan. The implementation of a decalogue of good practices and the promotion of local products and circular economy are some concrete measures aimed at consolidating responsible and socially committed tourism throughout the province of Teruel.
Moreover, the president of the Provincial Association of Tourist Entrepreneurs reflects on the main challenges facing the sector, from rural depopulation to the negative perception of hospitality as an employer. According to Marco, initiatives like hospitality and tourism awards or training campaigns not only recognize the efforts of entrepreneurs but also inspire the entire community to participate in a more sustainable, inclusive, and professional tourism model.
«The additional effort of entrepreneurs is minimal, but the impact is enormous»
Q: What does the implementation of this Social Sustainability Plan for Tourism mean for Teruel?
A: It is something we need: to create solid foundations to continue relying on tourism as an economic engine. For a while, we stopped believing in its potential, but there are still people intent on improving. Ultimately, tourism appeal is what will allow us to continue growing, adapting to the new needs of the sector, and confronting the issues that arise around tourism.
Q: What is Teruel’s unique value within this model of responsible tourism?
A: Our strength lies in rural tourism and small populations, which maintain distinct characteristics compared to large cities. This plan must also be applied in more remote areas, which are a significant draw for the province. It is essential to work with them to prevent tourism from declining.
Q: How should this plan reach all those small entrepreneurs, such as those in a village of 50 inhabitants with a restaurant in Gúdar-Javalambre or a campsite in Matarraña?
A: They will be the most receptive. The people in the villages see the need to keep the business open; they have the vocation and motivation to continue working, even in low seasons or making extra efforts in peak seasons. They will receive this plan better.
Q: What concrete actions have been undertaken within this model of responsible tourism in Teruel?
A: We have executed the communication line: television campaigns this summer on Aragón Televisión, radio campaigns, publications on CEHTA’s social media, and presence in digital media in the province. There will soon be more actions related to the implementation of the decalogue, courses on circular economy “Kilometer Zero,” and the social investment line, which will include actions in each province and strengthen communication with entrepreneurs, clients, and workers in the sector.
«If we support our neighbors with kilometer zero products, the economy stays in the area»
This is very important because small establishments help to stabilize the population. The campaign seeks to recognize the work they do: how many municipalities would not exist without a restaurant or a café? Sometimes mayors ask us, “Do you know anyone who wants to run the bar? If it closes, the village loses its life.” Furthermore, a bar needs workers, which helps maintain the local population.
Q: How are entrepreneurs getting involved in complying with the decalogue of good practices?
A: We conducted a survey among CEHTA members, and 93% approved the decalogue proposed to Tourism Aragón. The next step is to communicate it to all members and create a simple guide for its implementation.
The decalogue includes basic rules: comply with current regulations, stay up to date with payments, and respect workers’ schedules. It also promotes circular economy, kilometer zero, and social investment. The latter rewards establishments that contribute to their municipality, even if it does not directly benefit their business. Establishments must submit these practices for assessment, and awards will then be given at the Circular Economy Awards Gala in Huesca.
«Our goal is to professionalize the sector and be an economic engine for the province»
Q: Another important factor is local products and the circular economy. What role do they play in tourism in Teruel?
A: They are key to feeding back into the sustainability plan. If we support our neighbors by using kilometer zero products, the economy stays in the area and grows. When external tourists arrive, their spending also boosts the region. What is important is that our residents are satisfied with the services we offer, so we must continuously strive to improve and maintain quality.
Q: The plan also seeks social benefits. How does it contribute to stabilizing the population and improving quality of life?
A: In rural areas of Teruel, there is a severe issue of depopulation, even though many have great appeal. Maintaining jobs there helps to prevent it. Encouraging tourism and maintaining service quality means customers will return or recommend the area, generating more jobs and services. This naturally repopulates and improves the sector’s image, showing young people that they can develop a career in hospitality and tourism. The plan has three pillars: that the entrepreneur fulfills their obligations, that workers are socially responsible, and that clients participate in this awareness. That’s why we also offer training.
Q: What are the main challenges to facing socially sustainable and responsible tourism in Teruel?
A: Sustainable tourism as such already considers environmental and energy aspects, but CEHTA’s plan goes a step further: sustainability with people. It is useless to have an ecological site if we do not respect the population or the employees. Economic sustainability is fundamental, but here, social sustainability is paramount. The main challenge is changing the perception of the sector, because hospitality has been viewed as “the villain of the story,” which makes it difficult to find workers. The decalogue seeks to show the reality and responsibility of the business.
