The United States Tour Operators Association (USTOA) brought together travel industry leaders in Valencia, Spain, from April 27–30 for its annual Sustainability is Responsibility (SIR) Summit. The 2025 event convened tour operators, hotel brands, DMOs, tech start-ups and other sector partners for three days of collaboration focused on advancing sustainable tourism. Hosted in partnership with the Region of Valencia Tourism Board and Turespaña, the summit emphasized cross-industry dialogue and innovation in responsible travel practices.
“The summit was designed to support our community’s sustainability goals by offering practical solutions to help our members advance their own journey,” said USTOA President and CEO Terry Dale, emphasizing that this year’s summit spotlighted actionable insights and global best practices. He added, “Our members’ passion is what drives the SIR platform forward, and we remain committed to meeting that momentum with fresh focus areas and meaningful outcomes.”
Marian Cano, Regional Minister for Tourism of the Valencia Region, noted, “It has been an honor and an opportunity to host the SIR 4.0 Sustainability Summit in Valencia. It has been great to share with USTOA attendees during these few days both the possibilities our destination has to offer as well as our concerns and initiatives in favor of a more sustainable tourism.”
In Valencia, the SIR Summit opened with morning sessions that welcomed attendees and introduced the central theme, “Connecting People and Places.” Discussions examined the evolving needs of destinations and the role tourism can play in addressing them through long-term, meaningful strategies. Afternoon panels turned to topics like psychological safety and community engagement, with additional conversations on tourism’s potential to drive societal well-being. The day concluded at the Las Arenas Resort, where participants attended a sustainability briefing on local efforts—from port operations to beach conservation and cruise oversight—while enjoying traditional Valencian drinks.
Day 2 of the summit brought attendees to Albufera Natural Park for interactive sessions centered on environmental initiatives. The morning focused on circularity and the obstacles to achieving zero waste, while the afternoon featured a “Sustainable Solutions Hackathon” addressing tourism’s most pressing climate and equity issues. Participants also took part in a boat tour through the park’s rice fields, gaining firsthand insight into the area’s ecosystems.
Alongside a robust lineup of sessions, the SIR Summit featured dedicated forums for dialogue and idea exchange on key issues shaping the future of tourism. Topics included the effects of climate change on local communities and the travel industry, the importance of developing curated and responsible tourism experiences and the critical role of public-private partnerships in advancing sustainability goals. Discussions also explored lessons learned from failure and approaches to managing overtourism through stronger collaboration with destination stakeholders.
“Having been able to host SIR 4.0 in Spain shows that our traditional urban destinations, like Valencia, can lead the way in sustainability. It highlights our country’s strong commitment to responsible and high-quality tourism,” said Magi Castelltort, Consul for Tourism Affairs, Turespaña.
Among the week’s activities was the City of Valencia Sustainability Walking Tour, which included stops at notable sites such as Plaza Ayuntamiento, Central Market, Plaza de la Reina, and the historic Water Court at Plaza de la Virgen. Additional experiences featured a guided tour of the City of Arts and Sciences, a traditional horchata tasting and a visit to Bodega Casa Montaña—one of Valencia’s oldest restaurants—where attendees learned how sustainable practices are being carried forward by a new generation.
During the summit, Dale officially announced that the 2026 SIR Summit will be hosted in Jordan, noting, “Every destination we visit has something to teach us and Jordan is poised to offer a fresh set of perspectives and insights shaped by the realities, challenges, approaches, and innovations of its own sustainability journey.”
“Jordan is honored to be named the host destination for the 2026 SIR Summit,” said Malia Asfour, Managing Director of the Jordan Tourism Board, North America. “Our country’s commitment to sustainability is deeply rooted in both tradition and innovation—from preserving ancient cultural heritage and protecting fragile ecosystems, to empowering local communities through meaningful travel experiences. We look forward to welcoming the global travel community to Jordan and sharing how tourism is helping shape a more inclusive, resilient, and responsible future.”
For more information on USTOA, visit ustoa.com.
