The FITURNEXT Observatory announces the winning proposals of the 2026 Challenge

Once again, FITURNEXT, FITUR's Observatory dedicated to promoting best practices in sustainable tourism, has unveiled the winning proposals for the 2026 Challenge. This year's challenge focused on how tourism can contribute to the sustainable and responsible management of water and its natural environment. This edition will again be held in partnership with Aqualia, a leading brand in integrated water cycle management.

After reviewing more than 250 initiatives, FITURNEXT has recognized the projects of the Visit València Foundation in the Destinations and Other Territories category; Barceló Regen in the HORECA and Transport sector; and Plastic Cup in the Other Agents in the Water Value Chain category. These projects will be presented on January 21 at the International Tourism Fair in Madrid (FITUR), which will be held from January 21 to 25, 2026, at IFEMA Madrid.

The evaluation is carried out using the FITURNEXT Observatory's own barometers, which measure the impact and replicability of the proposals to identify those that offer the best response to the Challenge. In this regard, the Impact Barometer has analyzed the positive effects of each initiative on the responsible management and use of water, while the Replicability Barometer has determined the maturity level of the practice and its viability for application in other tourism contexts.

Winning initiatives committed to sustainable water management: 
The Visit Valencia Foundation has been recognized in the Destinations and Other Territories category for its project measuring and certifying the water footprint of tourism in the city. Since 2019, the Visit Valencia Foundation has calculated and published annually the water consumption resulting from tourism activity, analyzing its entire life cycle in collaboration with the Integrated Water Cycle Authority and the local tourism sector. Based on this data, the organization promotes efficiency and digitalization measures to optimize water use in hotels, shops, and tourist services. Thanks to this strategy, the city has achieved a water efficiency rate of 95%, positioning it as an international benchmark in sustainable water management in tourist destinations.

The Barceló hotel group, winner in the HORECA and transport sector categories, has developed the Barceló Regen initiative, with water as its central focus, to advance towards regenerative tourism and promote local economies. Key actions include the installation of water-saving devices and continuous consumption monitoring; the adaptation of green spaces with native, low-water-consumption species; and the Songs 4 Showering campaign, which features a Spotify playlist of four-minute songs to encourage shorter showers, as recommended by the WHO. In 2024, the company invested in water improvements in more than 80% of its hotels, incorporating flow restrictors, sensors, reuse systems, and optimized swimming pools.

Finally, the Plastic Cup initiative has been awarded in the Other Water Value Chain category for its innovative model of participatory river and floodplain cleanup. The initiative transforms river cleanup into a collective tourism experience where different teams compete to collect and sort the most waste while navigating boats made from recycled bottles. This action has removed more than 400 tons of river litter and recycled more than 200 tons, in addition to promoting environmental education, regenerative tourism, and citizen participation.

Finalists of the 2026 Challenge: good practices in the efficient use of water
In addition to the winning initiatives, nine finalist projects have been selected for the FITURNEXT 2026 Challenge that stand out for their support of sustainable water management and will be presented during the FITURNEXT 2026 program:

Visit Benidorm has integrated water sustainability into the core of its tourism strategy, managing the water cycle through technology, water reuse and social awareness programs to achieve peak efficiency of 95%.

Edificadoras de Experiencias Turísticas en Tepeixco has promoted, from a community of indigenous women in Mexico, a regenerative tourism model that offers visitors an authentic immersion through workshops, adventures and bioconstruction to promote the responsible management of the resource.

We Love Waters of Xilitla is a project that promotes sustainable tourism and environmental conservation through awareness campaigns, development of infrastructure for efficient water use, and promotion of the destination and its water resources.

Can Buch presents its rural hotel, which runs entirely on renewable energy and rainwater. Its collection and purification system has allowed it to supply its own water needs and irrigate its crops, making it an example of a balance between tourism, self-sufficiency, and environmental conservation.

Tanganyika (Rainwater Harvesting), in Tanzania, has implemented a sustainable accommodation model that guarantees access to clean water in environments lacking water infrastructure. The initiative recycles rainwater, uses solar energy for heating, and has large tanks for storage.

Basata Ecolodge was one of the first eco-lodges in Egypt to use saltwater for daily processes and reuse greywater, as well as pioneering other water-efficient practices. This has allowed them to minimize their freshwater consumption in a desert environment.

Böëna Lodges has developed a comprehensive water management system that covers everything from water collection and treatment to its return to the environment in optimal condition. Its accommodations incorporate water consumption monitoring systems and environmental education programs.

Indico's Secret, in the Maldives, integrates a commitment to sustainability into its diving experience. Its own water purification and desalination plant has reduced the use of bottled water and improved resource management, while also promoting respect for local marine ecosystems.

The Water Alliance has placed the water challenge on the political agenda in a constructive manner, fostering multi-sectoral dialogue on this issue. Furthermore, through their participatory interventions in the region, they have restored wetlands and native species.

Aqualia, which is supporting the FITURNEXT Observatory for the second consecutive year, has established itself as a leading company in the management of the complete water cycle, a key activity for the development of any economic, social, or environmental initiative. Its commitment and responsibility to the regions where Aqualia operates extends beyond simply providing services; it contributes to improving the well-being of people, especially the most vulnerable groups.

Source: FITUR.