When tourism leaves a mark on memories, not on the landscape

On the map, many sun-and-sand destinations might appear interchangeable—beach, sea, sunny weather. But those of us who work in tourism know better. We know that what truly makes a place special isn’t just its postcard image, but everything behind it: its natural environment, its people, and the way they care for each other.

At the heart of holiday tourism, entertainment is much more than just having fun. It’s a tool for building memories, reinforcing values and making a lasting impression. It can also be a subtle yet powerful way to educate, raise awareness and drive change.

Every year, World Environment Day gives us the opportunity to stop and reflect: what responsibility do we, as tourism professionals, have in protecting the environments that make our work possible? And what role can entertainment play in this equation?

The environment as part of the guest experience

More and more studies agree: travellers value accommodation that cares about its surroundings. It’s not a passing trend or something only younger generations demand. It’s a growing, cross-generational expectation.

In recent years, the demand for sustainable, environmentally respectful activities has grown exponentially. And that’s no coincidence. Guests seek authenticity, positive impact and memorable experiences. Those establishments that have embraced sustainability within their entertainment programmes confirm it: guest satisfaction increases, participation rises, and the hotel’s reputation improves.

According to Expedia’s Global Travel Trends 2023, 90% of travellers say they want to travel more sustainably, and 70% are willing to pay more for guarantees of such practices. Similarly, Booking reports that 76% of tourists prefer accommodations with visible environmental measures. In Spain, 6 out of 10 travellers already consider this a deciding factor.

But it’s not just about expectations—it also influences how people feel. A well-preserved, clean and respected environment—one guests can connect with—directly enhances their experience. It changes their perception of the trip. It gives meaning to their stay.

Entertainment as a catalyst for transformation

The data supports what we’ve seen firsthand. In our Easter 2024 Guest Experience & Entertainment Management Report (in Spanish), based on feedback from 134 establishments, we recorded a 66% increase in participation in eco-sustainable activities. Upcycling workshops, botanical walks, digital games and themed escape rooms were among the most popular. Over the past two years, we’ve seen a steady rise in this type of activity. In the latest study period alone, there were over 60,000 participations in sustainable activities—an average of 9 guests per session. That doesn’t just show interest—it shows opportunity.

But this isn’t just about numbers. It’s about impact. About legacy. About understanding that each activity can also be a message. A gesture. A way to show that tourism can care for the places it celebrates.

What we learn through enjoyment is what stays with us. That’s why entertainment has enormous potential as a tool for raising awareness. A recycling-themed children’s activity, a biodiversity treasure hunt, an eco-themed puzzle game, a workshop where families reuse materials… These are small actions that, when well designed, have a real impact.

A destination that leaves a mark, without leaving a trace

This is the mindset that should guide any tourism proposal with long-term ambitions: a deep emotional footprint, but minimal environmental impact. An experience that transforms the guest, not the landscape. One that leaves behind not physical traces, but shared memories and collective awareness.

There is no quality tourism experience without a thriving environment to support it. And that environment, both natural and human, needs protection. Not just out of responsibility, but out of foresight.

The good news? Many professionals in the sector already understand this. They aren’t satisfied with just providing entertainment, they want to give it meaning. They understand that their work can help make a destination sustainable as well as successful.

This 5th of June, on World Environment Day, it’s worth listening to the people who work in and care for these environments. People who inspire. Who don’t just entertain, but connect. Through their voice, their work and their example, they remind us that the guest experience begins long before check-in. It begins in how we treat the places that welcome us.

When aligned with the values of responsible tourism, entertainment has the power to transform how guests perceive a destination and foster deeper connections with the place.

Guests write about it in their reviews, share it on social media, and remember it when they decide to return. Entertainment that is well thought-out, meaningful and responsible leaves a mark—a positive one.

Choosing responsible entertainment is an investment in satisfaction, differentiation and guest loyalty.

Because taking care of the environment is taking care of the experience.