Barcelo Group Joins WTTC as Global Member, Strengthening Commitment to Sustainable Travel Growth and Regenerative Tourism While Expanding its Global Hospitality Reach

Barceló Group, which was established in Mallorca in 1931, is still expanding its global reach within the hospitality industry, recently becoming part of the World Travel & Tourism Council (WTTC) as a Global Member. Present in Europe, the Americas, Africa, and the Middle East, Barceló has evolved into one of the world’s most recognized hospitality companies. In fact, Barceló boasts an extensive hotel portfolio, which includes 288 hotels under four brands, appealing to various sectors of the tourism market from boutique luxury to large resorts and city hotels.

As a new member of the WTTC, the partnership is taking place at the right moment in terms of its strategic importance to the company as it emphasizes Barceló Group’s role in the global hospitality market and commitment to shaping sustainable travel’s future. Through its involvement with the WTTC, the company will be contributing to promoting sustainable development within the tourism industry.

Global Reach and Expansion: Barceló Group’s Contribution to Sustainable Travel Growth

Barceló’s global reach, combined with its commitment to sustainability, positions it as a key player in sustainable tourism growth worldwide. The company’s presence in high-demand destinations across multiple continents allows it to foster regenerative tourism, which focuses on creating a positive impact on the environment, local communities, and cultural heritage while simultaneously providing guests with authentic travel experiences.

In 2026, Barceló Group made significant strides with new property openings, including Royal Hideaway Casablanca and Occidental Casablanca Medina in Morocco, Barceló Roma in Italy, Barceló Dresden Newa in Germany, and Occidental Istanbul City in Turkey. These new ventures support the group’s sustainable travel goals by incorporating eco-friendly practices, green technologies, and local community engagement into the development of each property.

Moreover, Barceló Group’s strategic alliance with the Kempinski Group to manage luxury hotels underscores its commitment to sustainable growth. This partnership aligns with both companies’ values of promoting luxury while maintaining a strong commitment to environmental responsibility and social sustainability.

Regenerative Tourism: Barceló Group’s Vision for Sustainable Travel Growth

At the core of Barceló Group’s strategy is the Barceló ReGen programme, which emphasizes a regenerative approach to tourism. This programme focuses on minimizing environmental impact through sustainable practices, such as energy-efficient operations, waste reduction, and water conservation. Additionally, Barceló works to enhance the social and economic impact of its operations by supporting local communities, fostering cultural heritage preservation, and creating employment opportunities.

This focus on regenerative tourism not only helps reduce the negative effects of mass tourism but also ensures that the benefits of tourism are shared more equitably with the local populations and environments where the group operates. As global travelers increasingly seek destinations that align with their values of sustainability, Barceló is meeting the demand for eco-conscious tourism and helping drive sustainable travel growth worldwide.

WTTC’s Recognition of Barceló Group’s Leadership in Sustainable Tourism

Gloria Guevara, President & CEO of the WTTC, welcomed Barceló Group into the council as a Global Member, praising its global footprint and commitment to regenerative tourism. Guevara emphasized, “Barceló’s approach reflects the direction our sector must take — delivering growth that is both sustainable and meaningful for destinations and communities.”

The WTTC’s recognition underscores Barceló’s leadership in shaping a sustainable future for the tourism sector. By joining the WTTC, Barceló Group affirms its dedication to leading the industry toward responsible, sustainable travel practices, influencing both the global hospitality and tourism sectors toward a future that prioritizes social good and environmental stewardship.

Simon Pedro Barceló’s Vision for the Future of Travel

Simon Pedro Barceló, Executive Co-Chairman of Barceló Group, expressed the company’s ongoing commitment to sustainable travel growth. He stated, “It is an honor to join the World Travel & Tourism Council as a Global Member, contributing to the global leadership shaping the future of our sector. We are committed to building a regenerative future for Travel & Tourism, where value is measured through emotion, impact, and enduring human connection.”

Barceló’s vision for the future of travel is rooted in the idea that sustainability and human connection should be at the core of all tourism endeavors. Through collaboration with industry leaders like the WTTC, Barceló aims to help set global standards for sustainable tourism, ensuring that growth is balanced with long-term environmental and social benefits for all stakeholders involved.

Working Toward a More Sustainable and Resilient Travel Sector

As a Global Member of the WTTC, Barceló Group is positioned to collaborate with other leaders in the travel and tourism industry to support policies and initiatives that foster a more sustainable, resilient, and inclusive tourism sector. The group’s continued focus on regenerative tourism, sustainable development, and community empowerment will drive long-term growth for the company while ensuring that tourism can benefit local economies, cultures, and environments for generations to come.

The Barceló ReGen programme and its focus on sustainable growth are aligned with the WTTC’s efforts to create a future where tourism contributes to the well-being of communities, fosters economic resilience, and supports the preservation of natural resources.

Barceló’s Role in Shaping Sustainable Travel Growth

The joining of Barceló Group to become a Global Member of the World Travel & Tourism Council is a defining moment in the company’s continuing dedication to sustainable growth in the travel business. By adopting their regenerative tourism model and their environmental sustainability initiatives, the Barceló Group is spearheading the push towards sustainable and responsible tourism.

Looking towards the future, Barceló Group is poised to continue taking an active role in promoting sustainable tourism practices that will benefit all involved. As an integral member of the World Travel & Tourism Council, Barceló Group is dedicated to advancing the travel and tourism industry in a manner that is sustainable, responsible, and mutually beneficial.

Image Source: WTTC