Valencia, April 27–30, 2025 – Valencia solidified its leadership in responsible tourism by hosting the SIR 2025 Summit (Sustainability is Responsibility) organized by the United States Tour Operators Association (USTOA), the premier annual event for U.S. tour operators focused on sustainability and diversity. The city’s selection resulted from an agreement between the Valencian Regional Government and USTOA, backed strategically by Turespaña through its New York office, reinforcing Spain’s position as a global leader in sustainable tourism aligned with the UN Sustainable Development Goals (SDGs).
Event Highlights
The summit featured:
- Technical Visits: Tours of flagship projects like the Albufera Natural Park and the City of Arts and Sciences, emphasizing environmental best practices.
- Educational Workshops: Sessions on innovation in responsible tourism, community integration, and DEI (Diversity, Equity, and Inclusion) strategies.
- Sustainable Gastronomy: Activities blending local culture and environmental commitment, including a paella workshop at Albufera.
Institutional Collaboration
Key attendees included José Manuel Camarero Benítez, Valencian Regional Secretary of Tourism; Terry Dale, President of USTOA; and Magí Castelltort, Tourism Counselor for Turespaña in New York. Over 40 industry professionals benefited from special travel agreements with Iberia.
U.S. Market Impact
Key data underscored the event’s strategic importance:
- 2024: Spain welcomed 4.2 million U.S. tourists (+11.2%), generating over €9 billion (approximately $9.3 billion USD) in spending.
- January–February 2025: 376,756 U.S. visitors (+10.4%), contributing €782.7 million (approximately $806 million USD) to the economy.
Media Contact:
Tourist Office of Spain – New York (Turespaña)
60 East 42nd Street, Suite 5300 (53rd Floor)
New York, NY 10165-0039, USA
Phone: +1-212-265-8822
Email: newyork.media@tourspain.es
