USTOA Sustainability is Responsibility 4.0 Summit in Valencia
USTOA's 2025 SIR Summit in Valencia united global travel leaders to explore practical, collaborative solutions for sustainable tourism development.
NEW YORK – The United States Tour Operators Association (USTOA) held its annual Sustainability is Responsibility (SIR) Summit from April 27 – 30 in Valencia, Spain. This landmark event brought together member representatives from various travel sectors including tour operators, destination marketing organizations, hotel companies, and technology start-ups, as well as other travel providers for three days of cross-sector collaboration, knowledge sharing, and forward-thinking dialogue surrounding sustainable tourism. The 2025 SIR Summit was hosted in partnership with the Region of Valencia Tourism Board and Turespaña.
USTOA President and CEO Terry Dale emphasized that this year's summit placed members at the center, spotlighting actionable insights and global best practices. 'The summit was designed to support our community's sustainability goals by offering practical solutions to help our members advance their own journey,' added Dale. '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.' He also thanked the Region of Valencia Tourism Board for their generous hospitality and dedication to showcasing the region's sustainability efforts.
Marián Cano, Regional Minister for Tourism of the Valencia Region added, '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 began with morning sessions where attendees were welcomed with opening remarks before diving into conversations centered on the theme 'Connecting People and Places.' Discussions explored what destinations need most and how tourism can rise to meet those needs in meaningful, lasting ways. Afternoon sessions shifted focus to psychological safety and citizen engagement, followed by a look at how tourism can act as a catalyst for societal wellbeing. In the evening, participants gathered at the Las Arenas Resort for pre-dinner drinks and an institutional briefing on the region's sustainability initiatives covering port operations, beach preservation, and cruise management – while sampling traditional Valencian beverages.
The following day, attendees gathered at Albufera Natural Park for hands-on sessions focused on environmental action. The morning explored circularity and barriers to zero waste, while the afternoon's 'Sustainable Solutions Hackathon' tackled tourism's toughest climate and equity challenges. Attendees also participated in a boat ride through the rice fields of Albufera Natural Park, offering a closer look at the region's natural ecosystems.
In addition to a range of insightful sessions, the SIR summit also included forums for discussion and idea sharing on a variety of topics including the impacts of climate change on local communities and tourism, the need for curated and responsible travel experiences, and the vital role of public-private partnerships in driving sustainable progress. Conversations also addressed the realities of failure and how to learn from them, and strategies for managing overtourism through deeper collaboration with destinations.
'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.
Activities throughout the week included the City of Valencia Sustainability Walking Tour, with stops at key sites such as Plaza Ayuntamiento, Central Market, Plaza de la Reina, and the historic Water Court at Plaza de la Virgen. Additional highlights included a guided walking 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 participants learned how sustainable practices are being upheld by new generations.
SIR 4.0 attendees making a quick stop at the Torres de Serranos on a sustainability walking tour of Valencia, Spain.
During the USTOA summit, Dale officially announced that the 2026 SIR Summit will be hosted in Jordan, saying, '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.'
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