FITURNEXT Partners with Aqualia to Drive Sustainable Tourism at Madrid International Tourism Fair

FITURNEXT, the Sustainability Observatory of FITUR, is set to launch its sixth edition in collaboration with Aqualia, a leading name in integrated water cycle management. Scheduled from January 22 to 25 at the Madrid International Tourism Trade Fair organized by IFEMA MADRID, this edition will showcase impactful tourism initiatives focused on sustainable food management, minimizing surpluses, and implementing innovative technologies and circular systems.

Launch of the Report on Sustainable Food Management in Tourism

A key highlight of the event will be the unveiling of the report “Towards Sustainable Food Management Through Tourism.” This comprehensive analysis, conducted by the Observatory, examines private and public sector projects advancing food sustainability. Francisco Rodríguez, Head of Tourism at Ideas for Change, the organization behind the research, emphasized the significance of replicability in fostering widespread adoption, stating, “Replicability enables other stakeholders to adapt existing solutions, leveraging established pathways and amplifying the impact.”

Honoring Contributions to Challenge 2025

The awards ceremony will spotlight initiatives recognized for their contributions to Challenge 2025, including special mentions for finalist projects. Distinguished attendees at the inauguration include the Secretary of State for Tourism, Rosario Sánchez Grau; FiturNext Advisory Board member Adela Moreda; and Lucas Díaz, Aqualia’s Director for Spain. Representatives from winning projects—Sustainable Gastronomic Routes of Extremadura, Hurtigruten Cruises, and Too Good To Go—received awards. These were accepted by Marisa Dominguez Contador, Head of Promotion, Planning, and Tourism Products for the Regional Government of Extremadura; Àlex Pàmies, Managing Director of Hurtigruten Spain; and Marie Lindström, Country Director of Too Good To Go Spain.

Roundtable on Achieving Zero Surplus in Tourism

The FiturNext stand hosted a dynamic roundtable discussion on achieving zero surplus in tourism, moderated by Javi Creus, Founder of Ideas for Change. Panelists included Rafael Fernández-Álava, Director of Communication and External Affairs at Costa Cruceros; Álvaro Sánchez López, Global Director of Sustainability at Iberostar Hotels & Resorts; and Rosa Nordfeldt, Director of Sustainability at Air Europa.

During the session, Fernández-Álava highlighted the need for improved regulations to facilitate food donations, while Sánchez emphasized the role of staff training and technology in managing waste effectively. Nordfeldt shared insights into Air Europa’s focus on fuel efficiency and engine optimization, showcasing their commitment to sustainability beyond operational aspects.

This sixth edition of FITURNEXT underscores the transformative potential of sustainable practices in tourism, setting a benchmark for future innovation and collaboration.

The last sessions of the afternoon were dedicated to the protagonists: the winning initiatives. Patricia Moreno Ramos, Tourism Technician for Sustainable Gastronomic Routes in Extremadura, and Juan Antonio Bello, Acehúche Cheese PDO Technician, presented the keys to the initiative promoted by the Department of Culture, Tourism, Youth and Sport of the Regional Government of Extremadura, and its rural agrotourism programme with three sustainable gastronomic routes (the Cheese, Olive Oil and Iberian Route) that invite visitors to discover the autonomous community in a different way. During the session, the three routes were highlighted, which allow you to discover part of the folklore and culture of Extremadura with unique and unrepeatable experiences, since, as Moreno commented, ‘not all tourists when they travel do a gastronomic activity’.

Pàmies also spoke about the circular food system that they implement on their trips, which reduces the surplus per traveller by using Artificial Intelligence. This use of waste is the result of the Norways Coastal Kitchen initiative that promotes local, seasonal and signature products. Hurtigruten Cruises has become a benchmark in Norway, with natural heritage as an element and providing services and connectivity to the small communities that shape its landscape. ‘We want our programmes to help raise awareness among employees and travellers, so that the visitor becomes an ambassador,’ said Pàmies.

Finally, Lindström and Pilar Serra, Senior Project Manager at Meliá Hotels International, took part in a panel discussion, moderated by Javier Herrero, Institutional Secretary of Catering Brands, analysing how an app can connect establishments that have surplus food with users who can buy these products at a reduced price and how the hotel sector contributes to the fight against food waste. On the one hand, Serra pointed out that ‘food that goes to waste is not due to poor management of the food but also of the entire value chain’, while Lindström said that ‘citizens are increasingly aware of food sustainability and reducing waste’.

Keynote and Global Efforts Against Food Waste

The opening day concluded with a compelling keynote titled “Prevent. Redistribute. Circular. – Joining Global Efforts Against Food Waste” delivered by Virginia Fernández-Trapa from UN Tourism, setting a collaborative tone for tackling food waste.

Tourism, Public Policies, and Commitment to Food Sustainability

The inauguration marked the beginning of FiturNext 2025, taking place at the IFEMA exhibition center through Saturday, January 25. The event brings together a distinguished lineup of speakers from public institutions and the tourism sector, showcasing a collective commitment to food sustainability.

Among the notable public figures participating are Ignacio Gragera, Mayor of Badajoz; Silvia Heredia, Mayor of Écija; Antonio Osuna, Mayor of Mérida; Ana Díaz Pérez, Deputy Director General for Quality and Food Sustainability at Spain’s Ministry of Agriculture; and Mayte Alonso García de Vinuesa from Extremadura’s Directorate General of Tourism.

Expert Contributions from the Tourism Industry

In addition to public representatives, the program features esteemed experts from the tourism and sustainability sectors, including:

Víctor Monsalvo: Head of the Eco-efficiency Area, Innovation Department, Aqualia.
Dr. Mariana Aldrigui: Professor and Researcher, EACH/USP.
Fábio Montanheiro: Manager, Data Intelligence and Competitiveness Department.
João Barroso: Representative of the WASP-Sustainability Programme for Alentejo Wines.
Manuel León: Expert in Archaeoastronomy.
Antonio Santos: Representative from Finca La Floración.
Olivia Fontela: Marketing Director at EscapadaRural.

FiturNext 2025 continues to drive forward the conversation on sustainable tourism practices, uniting policymakers, industry leaders, and experts to explore innovative solutions for a more sustainable future.

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