Sustainable Tourism at the Heart of Global Transformation
Sustainable tourism that respects local communities and promotes inclusivity is becoming one of the travel industry’s leading priorities. With travelers increasingly aware of their environmental and social impact, the sector is undergoing a profound transformation. According to the latest Sustainable Tourism Industry Survey, the global value of sustainable tourism is projected to grow by 23.8 percent annually over the next decade, reaching nearly 13 trillion dollars by 2034.
The Tourism Innovation Summit 2025 (TIS 2025), to be held in Seville, Spain, from October 22 to 24, will gather more than 400 international experts to explore how destinations can balance the economic, social, and environmental dimensions of tourism. The event will also discuss how to minimize negative impacts, ensure fair profit distribution, and create a more responsible future for the global travel industry.
European Cities Rethinking Tourism Narratives
At the European level, several leading destinations will share how they are redefining tourism strategies to align with modern travelers’ expectations. Nicolas Baudy, Chief Digital & Technology Officer at Parisjetaime, and Catharina Riess, Director at Media House, Vienna Tourism Office, will explain how Paris and Vienna are placing sustainability at the core of their brand identity.
Both cities are building new narratives that celebrate cultural heritage while appealing to travelers seeking authentic, inclusive, and environmentally responsible experiences. Digitalization, emotional storytelling, and sustainability are key tools helping them attract audiences that value conscious travel decisions.
Petra Stušek, CEO at Ljubljana Tourism, will highlight how Slovenia’s capital is championing sustainable urban tourism. Meanwhile, Nollaig Fahy, Tourism Innovation Manager at Dublin City Council, will share how the Irish capital is addressing overtourism through technology and policy.
Fahy’s session will detail practical measures such as setting carrying capacity limits, deploying data tools to monitor visitor behavior, and prioritizing residents’ quality of life. Her message reinforces that destinations can move from mass tourism toward a quality-focused model that values long-term sustainability over short-term volume.
Smart Tourism and Data-Driven Sustainability
Technology’s role in managing tourism responsibly will be a core focus at TIS 2025. Speakers including Hanna Kouri, CEO at Lapland North Destinations; Vlaho Margaretic, Senior Tourism Advisor for Dubrovnik; and Ana Ramírez from Seville’s Smart Tourism Office will showcase how smart systems like D3HUB are transforming destination management.
Luis Campos, representing Portugal Together for Tourism, will address how data and technology can optimize carrying capacity, improve mobility, and enhance the sustainability of tourism infrastructure.
In the field of analytics, Leire Bilbao, Manager at VisitBenidorm, and Marcella Gaspardone, Marketing and Promotion Manager at Turismo di Torino e Provincia, will demonstrate how destinations are using data intelligence to attract more qualified, responsible visitors. Their strategies aim to preserve authenticity while increasing profitability and improving the balance between residents and tourists.
Responsible Growth and Purpose-Driven Brands
TIS 2025 will also examine how tourism brands can scale globally without losing sight of sustainability and social impact. Florencia Allo, Regional General Manager West Europe at Intrepid, and Corinne Louison, co-founder of Fairmoove, alongside Jesús Ruiz, Head of Sustainability & Impact at Turespaña, will share how purpose-driven companies are expanding internationally while staying committed to ethical growth.
Their discussions will highlight how engaging with local communities and practicing authentic storytelling can strengthen trust and inspire more mindful travel. These approaches not only create a positive impact on destinations but also ensure long-term value for both businesses and travelers.
The upcoming summit in Seville promises to be a defining moment for sustainable tourism, showcasing how innovation, technology, and collaboration can shape a more balanced, inclusive, and resilient future for global travel.
