-Turespaña Brings Industry Leaders Together at Fenway Park to Advance Responsible Travel
-New Study Shows Sustainability Strongly Influences U.S. Travel Decisions
The Turespaña office in New York, in collaboration with the Tourism Boards of Lanzarote and Mallorca, hosted a new edition of Spain Talks: Caring for the Future at Fenway Park in Boston. The event convened 60 industry leaders and professionals from the U.S. travel and tourism sector to exchange ideas, present best practices, and highlight the growing importance of sustainability in shaping the future of global tourism.
Adding a touch of Boston spirit, attendees were treated to a surprise visit from Wally the Green Monster, the beloved mascot of the Boston Red Sox, who joined the celebration of Spain’s sustainable tourism initiatives.
A Day of Dialogue and Collaboration
The program opened with two destination presentations that demonstrated how Spanish regions are setting benchmarks for sustainability:
Lanzarote – Paula Muñoz, Chief Marketing Officer, explained how the island is positioning itself as a global model for responsible tourism.
Mallorca – Pedro Homar, Managing Director of Palma Tourism Foundation 365, detailed ongoing initiatives to embed sustainability at the heart of the island’s tourism strategy.
These presentations were followed by two thought-provoking discussions addressing both environmental and community dimensions of sustainable tourism:
Panel 1: Beyond the Environment – Social Responsibility & Community Impact
Moderator: Magí Castelltort, Director of Turespaña in New York
Participants: Jessica Flores (Chief Experience Officer, Tourism Cares), Michelle Pino (Vice Chair, National Tour Association / Northeast Unlimited Tours), and Miquel Ramis (Development Manager, Garden Hotels).
Panel 2: Best Practices & Innovative Ideas – How We Partner for Change
Moderator: Christine Dunton-Tinnus, Owner of NorthEast Experience
Participants: Sydney Swain (Responsible Travel/Sustainability Lead, Collette), Nik Pereira (VP Sales & Service, Meet Boston), Susana Pérez (President, Lanzarote Hotel Association), and James Matthews (Senior VP, ACIS).
Discussions underscored the urgency of integrating innovation, collaboration, and community engagement into sustainable tourism strategies worldwide.
Spain Tourism Sustainability Awards 2024
The event culminated with the Spain Tourism Sustainability Awards, honoring individuals and organizations that have demonstrated exceptional leadership in advancing sustainable travel:
Media Award – AFAR: Accepted by Joseph Diaz, VP, for editorial leadership in promoting Spain’s sustainability efforts.
Ambassador Award – Paul Shoul: Recognizing the photojournalist’s impactful storytelling that highlights Spain as a responsible destination.
Experience Award – Genuine Spain: Accepted by Nora Basterretxea on behalf of CEO Susana Conde for creating authentic and environmentally respectful travel experiences.
Business Award – Meliá Hotels International: Accepted by Carey Rushatz, Director USA, for the company’s leadership in ESG initiatives and sustainable practices across its operations.
These recognitions highlighted Spain’s continued commitment to promoting tourism that is environmentally respectful, socially responsible, and economically inclusive.
U.S. Travelers Increasingly Seek Sustainability
The significance of Spain Talks was underscored by fresh data from the 2025 Portrait of American Travelers study, commissioned by Turespaña in New York. Key findings include:
-47% of U.S. travelers avoided destinations, hotels, or transport options they perceived as unsustainable.
-55% said sustainability influenced their travel decisions, a rate that jumps to 80% among Millennials.
-59% were willing to pay 1%–10% more for environmentally and socially responsible services.
-52% were willing to pay up to $100 in flight surcharges to offset carbon emissions.
-79% expressed interest in learning more about how to travel sustainably.
“Sustainable tourism is about creating meaningful connections between visitors, destinations, and local communities. Spanish destinations are proud to lead by example, showing that responsible travel can go hand in hand with unforgettable cultural and leisure experiences,” said Magí Castelltort, Director of Turespaña in New York.
Spain’s Growing Footprint in the U.S. Market
Spain continues to strengthen its performance in the U.S. tourism market. Between January and July 2025, arrivals increased by 3.7% to 2.6 million visitors, while spending rose by 10.2%, totaling €6.122 billion. In July alone, spending surged 20% year-on-year compared to July 2024.
For further information, please contact:
Tourist Office of Spain (Turespaña) in New York: newyork.media@tourspain.es
Event website: https://www.tourspain.es/consejerias/nueva-york/en/spain-talk-2025/
