On October 6, 2026, Xosé Manuel Merelles, the director of Tourism for Galicia, participated in a roundtable discussion titled 'Certified Sustainability or Greenwashing? From Commitment to Evidence' at the Tourism Innovation Summit 2026 (TIS). The event featured experts in sustainable tourism who examined the new standards that businesses and destinations must meet.
Merelles shared the stage with Xavier Font, a professor of Sustainability Marketing at the University of Surrey, and Nita Macía Losada, the director of Sustainable Tourism for Aragón. The session was moderated by Fernando Fraile García, the general director of the Spanish Institute for Tourist Quality and Sustainability (ICTES).
During his address, Merelles highlighted Galicia's established track record in certified tourism quality and sustainability. He emphasized that this commitment must be supported by facts, indicators, and systems that verify compliance with these commitments. He advocated for a tourism model where sustainability can be demonstrated through data, recognized standards, and certification systems.
Galicia ranks as the second Spanish autonomous community in terms of Q Quality Tourism certifications, with approximately 320 recognized establishments, following Andalucía. It also holds the third position in S Sustainability Tourism certifications, with over a hundred accredited establishments, businesses, and resources.
In this context, Merelles noted the long-standing collaboration between the Xunta de Galicia and ICTES, which has been ongoing for more than two decades. This partnership aims to continuously elevate the quality standards of Galicia's tourism sector and prepare the region for significant events like Xacobeo 2027. 'Galicia has been working for many years to ensure that quality and sustainability are integral to our destination's management. The goal now is to continue advancing so that more establishments and resources can certify this commitment,' he stated.
This commitment also extends to the public network of hostels. In 2026, the Public Network of Xacobeo Hostels, managed by Galicia's Tourism department, received the Q Award from ICTES for its sustainability efforts. In 2025, 25 hostels in the network achieved the S Sustainability Tourism certification, and currently, 31 Galician hostels hold this accreditation.
Merelles also linked sustainability to the ability to understand and manage tourist flows using objective data, particularly for an internationally significant resource like the Camino de Santiago. 'The Xunta has a network of sensors that allows us to monitor pilgrim flows on various Xacobeo routes, understanding their evolution, the busiest points, and the most used paths,' he noted. This data enables better decision-making, anticipates destination needs, and manages resources more efficiently. This information will be especially crucial in light of the upcoming Holy Year.
Galicia's participation in TIS 2026 is part of the Galicia Tourism Strategy 2030, which outlines 64 measures and allocates approximately one-third of its budget to sustainability and excellence in tourism. The TIS event, held in Seville from October 6 to 8, brings together over 8,000 tourism and travel professionals, along with more than 200 leading companies in the Travel Tech sector. The program addresses key trends transforming the tourism industry and features over 400 international speakers discussing the challenges and opportunities facing the future of tourism.
