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Key takeaways from the event "Advancing Sustainable Blue Tourism in the Mediterranean: Towards the MED Blue Tourism Flagship Initiative"
17th June 2026
On 17 June 2025, stakeholders from across the Mediterranean gathered in Barcelona for the event “Advancing Sustainable Blue Tourism in the Mediterranean: Towards the MED Blue Tourism Flagship Initiative“, organised within the framework of the III MED Sustainable Tourism Convention, hosted by the Barcelona Provincial Council under the Mediterranean Sustainable Tourism Community and as part of the European Green Week. The event provided a platform for policymakers, tourism practitioners, researchers, and private sector representatives to discuss how the Mediterranean can accelerate the transition towards a more sustainable, resilient, and regenerative tourism model.
A key message emerged throughout the discussions: sustainable tourism starts with people and places. Participants highlighted the need to strengthen governance, support local communities, and improve tourism management to ensure that tourism remains a driver of prosperity while reducing pressure on natural resources and local residents.
The debate also underscored the importance of recognising the diversity of Mediterranean destinations. From densely visited coastal cities facing overtourism to island territories dealing with resource scarcity and climate vulnerability, tourism challenges vary significantly across the region and require tailored, place-based solutions.
Lessons from Blue Tourism Initiative pilot actions
The event showcased key results from the Blue Tourism Initiative (BTI) pilot actions implemented in Morocco, Tunisia, and Lebanon. Presenting the experiences from these pilot sites, Lucía Prieto, IUCN Centre for Mediterranean Cooperation, highlighted how nature-based solutions, improved visitor management, and stakeholder engagement can contribute to more sustainable and resilient tourism models while generating benefits for local communities and coastal ecosystems.
These pilot experiences demonstrate the potential for innovative approaches to be replicated and scaled across the Mediterranean, contributing to a broader transformation of the tourism sector.
Scaling up through the Mediterranean Blue Tourism Flagship Initiative
Building on these experiences, Angelo Sciacca (IDDRI) and Éloïse Leguérinel (Plan Bleu) presented the vision for the emerging Mediterranean Blue Tourism Flagship Initiative, recently endorsed by the Contracting Parties to the Barcelona Convention. The initiative aims to create a common framework for cooperation, knowledge sharing, and investment in sustainable blue tourism across the region. It also contributes to implementing the Mediterranean Strategy for Sustainable Development (MSSD) by fostering coordinated action among Mediterranean countries and stakeholders.
The Flagship Initiative represents an important opportunity to scale up successful local experiences and strengthen regional cooperation around shared sustainability goals.
Panel discussion: governance, communities, and cooperation
Moderated by Giulia Balestracci (eco-union), the panel discussion brought together experts from academia, public authorities, the tourism industry, and regional cooperation platforms to explore the future of sustainable tourism in the Mediterranean.
- In his keynote intervention, Dr José Antonio Donaire emphasised that sustainability must be understood not only as an environmental challenge but also as a social one.
Drawing on Barcelona’s experience, he argued that tourism policies should prioritise residents’ quality of life, support local entrepreneurship, and protect local identity and traditional commerce. He also highlighted the environmental pressures associated with mass tourism, including increasing cruise activity and the growing demand for water and energy resources, particularly in island destinations where tourism consumption can significantly exceed that of local residents.
- Representing the Barcelona Provincial Council, Josep Rodríguez highlighted the importance of redistributing tourism flows across destinations and throughout the year to reduce pressure on highly visited areas. He stressed the need to diversify the Mediterranean tourism offer, improve connectivity between destinations, and strengthen Euro-Mediterranean cooperation to create a more balanced and sustainable tourism ecosystem.
- Andrea Oliver Marín, Iberostar, reflected on the conditions needed to move beyond traditional corporate social responsibility approaches and position tourism businesses as active contributors to a regenerative tourism agenda. She emphasised the importance of stronger public-private collaboration, operational alignment, and destination-level partnerships that can deliver tangible environmental and social benefits.
- Celia Murcia (WestMED Initiative) highlighted the importance of regional cooperation platforms in facilitating knowledge exchange, project development, and access to opportunities across the Mediterranean. She also stressed the critical role of small and medium-sized enterprises (SMEs), which represent the backbone of the tourism sector. Supporting SMEs in accessing knowledge, funding, and partnerships is essential to translating good practices into concrete action on the ground.
A shared vision for the future of Mediterranean tourism
The discussions confirmed that the future of Mediterranean tourism depends on stronger collaboration across sectors, territories, and governance levels. Achieving a sustainable transition will require coordinated efforts to balance economic development with environmental protection and social well-being.
Closing the event, Jérémie Fosse (eco-union) highlighted the importance of maintaining momentum and strengthening partnerships to advance a shared vision for sustainable blue tourism across the Mediterranean.
Special thanks to all speakers, participants, and partners who contributed to the event, including the IUCN Centre for Mediterranean Cooperation, eco-union, IDDRI, Plan Bleu, UNEP/MAP–Barcelona Convention, the Barcelona Provincial Council, and the Mediterranean Sustainable Tourism Community.
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