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Valamar Riviera has recently become a member of the Global Sustainable Tourism Council (GSTC). This prominent hospitality group has been enhancing tourist experiences along the Adriatic coast in regions such as Istria, the islands of Krk, Rab, and Hvar, Makarska, Dubrovnik, and even Obertauern in Austria. Valamar manages 37 hotels and resorts along with 15 camping resorts, representing about 12 percent of all categorized lodgings in Croatia. This allows them to accommodate roughly 57,000 guests each day.
Focus on Sustainability at Valamar Riviera
Aligned with its corporate strategy, Valamar’s ESG (Environmental, Social, Governance) objectives are crafted for achievement by 2026. These objectives aim for tangible, measurable results, ensuring transparency and accountability in their initiatives. The company tracks more than 80 ESG KPIs, with particular emphasis on decarbonization within the initial two scopes and community investment.
By 2026, Valamar is committed to reducing its greenhouse gas emissions by 75% from its 2015 figures, aiming for 2.1 kg of emissions per occupied room. The plan includes increasing solar energy use to 15% and forming long-term partnerships in renewable energy. The company is dedicated to upholding the Blue Flag certification for sea quality, and it also manages a significant reforestation effort with over 80,000 trees. Furthermore, Valamar strives to surpass EU recycling standards, minimize water usage, and eliminate single-use plastics across its venues.
Employment and Community Investment
Valamar places a strong emphasis on hiring and retaining local staff, offering them numerous avenues for personal and professional growth. By 2026, the company anticipates investing EUR 50 million in various ESG initiatives, which include enhancing employee well-being, fostering destination development, and bolstering community support. In the previous year, EUR 13.5 million was allocated to improving tourism infrastructure, supporting cultural events, and funding environmental endeavors.
Sustainable Production and Procurement Strategies
Valamar emphasizes sustainable sourcing and production methods. This includes choosing products that are recyclable, use minimal packaging, or carry recognized sustainability certifications. The company mandates its Quality and Sustainable Business Policies across its entire supply chain and aims to source 80% of its procurement from suppliers committed to responsible practices, promoting sustainability throughout its network.
“Joining GSTC underscores Valamar’s sustainability commitment. Valamar is recognised as a leader in environmental protection and sustainable development in tourism in its destination.100% of properties in Valamar have ISO 9001, Quality management system, ISO 14001 environment management system and ISO 50001 energy management system. The grand majority of our hotels and resorts are certified by GSTC-accredited certification bodies, which proves Valamar’s dedication to accomplishing the highest sustainability standards.” says Tea Pestotnik Prebeg, Quality and Sustainability Sector Director at Valamar.
“We welcome Valamar Riviera as a member of GSTC and congratulate them on their commitment to sustainable tourism development. We believe that every member has the potential to play a significant role in advancing sustainability in their region,” says Randy Durband, CEO of GSTC.
Tags: corporate sustainability, eco-friendly travel, Global Sustainable Tourism Council (GSTC), Green Hospitality, sustainable tourism
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