From 22 to 25 January, within the framework of the Madrid International Tourism Fair organised by IFEMA MADRID, the event will combine the award ceremony for the winning initiatives of the 2025 Challenge with dialogues, conferences, round tables and talks with professionals from the sector who will highlight food sustainability in tourism.
The opening, dedicated to the winning initiatives of FiturNext 2025
The agenda will begin with the inauguration on January 22 at 12:30 p.m. (CET) and with a subsequent intervention by Francisco Rodríguez, head of the tourism area at Ideas for Change, who will explain the FiturNext 2025 report "Towards sustainable food management through tourism", an analysis document with the keys, guides and good practices to promote accessible resources for sustainable food management in tourism. After the presentations, the awards will be presented to the winning initiatives of the 2025 Challenge and throughout the day they will present their award-winning projects in the three categories of the Observatory in this edition.
The Sustainable Gastronomic Routes of Extremadura initiative, promoted by the Department of Culture, Tourism, Youth and Sport of the Regional Government of Extremadura, winner in the Destinations and Other Territories category, will talk about its rural agrotourism programme based on local products that connect culture, nature and local gastronomy. On the other hand, Hurtigruten Cruises, awarded in the HORECA and Transport Sector categories, will present its circular food system that reduces food surplus in its travel offer. Finally, the company Too Good To Go, awarded in the Other Agents of the Food Chain in Tourism category, will present its app that connects establishments that have food surpluses with users who can buy these products at a reduced price.
In addition, the finalist initiatives of this edition will also receive a special mention during the ceremony: WASP-Alentejo Wine Sustainability Programme, Hungry for Finland, STAY GREEN by H10 Hotels, Honest Food: Iberostar and sustainable food management, Gourmet Catering & Events and Naria, Intursa: Food rescue programme in hotels, Sustainable Food in Hotels by Futouris, Finca la Floración and Arqueogastronomía.
Tourism industry, public policies and commitment to food sustainability
The FiturNext 2025 programme includes an agenda of activities that include talks, conferences and round tables with professionals and experts from the sector committed to food sustainability.
One of the most eagerly awaited activities is the round table discussion on how the tourism industry can achieve zero surplus, its business opportunities and services between Rafael Fernández-Álava, Communication and External Affairs director of Costa Cruises, Álvaro Sánchez López, Global Director of Sustainability at Iberostar Hotels & Resorts and Rosa Nordfeldt, Director of Sustainability at Air Europa.
The event will also feature another round table dedicated to public policies in this sector alongside Ana Díaz Perez, Deputy Director General of Food Quality and Sustainability, Ministry of Agriculture of Spain and Mayte Alonso Gª de Vinuesa, from the General Directorate of Tourism of Extremadura.
There will also be space for two round tables organised by the sponsor, Aqualia. The first of these, 'Opportunities for the circular economy in water cycle management', will be held on Thursday 23 January at 1:00 p.m. and will feature the participation of Víctor Monsalvo, head of the Eco-efficiency Area in Aqualia's Innovation department, José Manuel Alcántara, General Manager of Arcgisa (Water and Waste of Campo de Gibraltar), Juan Franco, Mayor of La Línea (Cádiz), Ignacio Gragera, Mayor of Badajoz, and Silvia Heredia, Mayor of Écija (Seville).
On January 24 at 1:00 p.m. a second meeting will take place under the title 'Benefits of sustainable water management in tourist cities: success stories' with Rocío Santiago, Director of Studies and Operations at Aqualia, Carmen Ferrer, Mayor of Santa Eulària des Riu (Ibiza) and Antonio Osuna, Mayor of Mérida (Badajoz).
There will also be keynotes from Brazil, FITUR Partner Country this year, and sessions dedicated to technology, regeneration and heritage and their contribution to the 2025 Challenge.
Finally, the FiturNext Observatory will organise a debate with the public to explore the 2026 Challenge and its positive impact on the tourism industry. The finale will take place on Saturday 25th with a workshop with universities to reflect on and analyse future opportunities in the sector.
Source: FITUR.