TUI Group’s CEO Sebastian Ebel in Madrid Champions Sustainable Tourism as a Catalyst for Economic Growth – Travel And Tour World

Reading Time: 3 minutes

A recent discussion in Madrid highlighted the crucial role of sustainable tourism in driving economic growth and prosperity. This discussion involved TUI Group CEO Sebastian Ebel, Jordi Hereu Boher, the Spanish Minister of Industry and Tourism, and Rosario Sanchez Grau, the Secretary of State for Tourism. Tourism is a significant economic driver and job creator in numerous southern European nations. For instance, in 2023, tourism contributed 12.8% to Spain’s GDP, with projections for an increase to 13.4% in the current year. This summer, TUI plans to bring over six million vacationers to Spain, ensuring thousands of stable jobs across various sectors including hotels, ports, and airports. The backbone of this robust tourism framework is the package holiday model. In light of this, CEO Sebastian Ebel also discussed updates related to the ongoing revisions of the European Package Travel Directive during the meeting.

“Tourism is a driver for the economic and social development of destinations. To this end, TUI harmonises economic, social and environmental sustainability. Green energy and sustainable fuels, the strengthening of educational and training opportunities, concepts for the economical use of water in hotels and on cruise ships: Sustainability is part of TUI’s DNA. Green innovations and the acceptance of tourism among the population are crucial to the success of this transformation,” emphasises Sebastian Ebel, CEO of TUI Group. “Tourism is sustainable and successful when local people see it as an added value for their city or region. They decide how much tourism is welcome and what kind of tourism it should be.”

During the discussion, Ebel highlighted the need for cooperation between the population, politicians and the tourism industry in holiday destinations in order to further strengthen the positive effects of tourism and develop holistic concepts for living spaces and everyday life for local people. “Social sustainability is particularly about the living spaces of local people: Education, training, jobs, local culture, affordable housing. In many places around the world, there are already tried-and-tested joint initiatives for education, training and increasing local value creation. We will continue this dialogue and further strengthen it with our partners.”

Sebastian Ebel emphasized that the ongoing conversations in Spain reflect a positive attitude towards tourism, with a focus on advocating for sustainable practices that respect the daily lives of local residents. It’s crucial, he noted, to craft comprehensive strategies in collaboration with local stakeholders and the tourism sector to ensure a balance between the tourism ecosystem and local community life. Sustainable tourism, he argued, must earn the support and acceptance of local communities to truly be effective.

Additionally, the discussions touched on the promotion of green energy initiatives, including the enhancement of sustainable aviation fuel (SAF) production in Spain and exploring potential support from Spanish political leaders in these areas.

A key agenda item at the meeting was the European Package Travel Directive, which is currently under review. Spain, a country that annually hosts millions who opt for package tours—forming a significant segment of its tourists—was urged by Ebel to back a directive that minimizes additional industry burdens while ensuring fair competition among market players. “Package holidays are the safest and most attractive form of travel. TUI is committed to ensuring that this form of travel remains competitive and attractive compared to other forms of travel. I am delighted that there was a broad consensus on this in the discussions,” said Sebastian Ebel. A regular exchange on this topic was agreed.