In Croatia, Valamar Riviera is showing how it’s done! As the biggest tourism company in the country, Valamar is a great example of how a business can grow while taking care of the environment, local people, and its employees.
Sustainability strategy
Valamar has a detailed ESG strategy (which stands for Environmental, Social, and Governance) with clear goals set for 2025. Their main actions include:
- Reducing CO₂ emissions and using more renewable energy.
- Managing waste better and recycling more.
- Protecting nature and saving resources.
- Supporting the local economy by buying from local suppliers.
- Investing in employees through training, seasonal jobs, and career development.
- Helping local communities through donations, partnerships, and volunteering.
Green actions in everyday work
All over Croatia, in places like Poreč, Rab, and Dubrovnik, Valamar’s hotels, camps, and resorts use many green measures, such as:
- 100% electric vehicles in their resorts.
- LED lighting and smart systems for heating and cooling.
- Solar power plants and their own EV charging stations.
- Systems to track and save water and energy.
- Eco-friendly products and packaging.
- Digital tools to reduce paper use and improve guest experience.
By the end of 2023, Valamar had invested more than 80 million euros in green projects. This has helped them lower their carbon footprint a lot and make their tourist facilities much more sustainable.
“Valamar Loves Green” project
This special program is all about promoting green values among guests and staff. It includes:
- Fun and educational workshops for kids and adults.
- Group clean-ups of beaches and parks.
- Campaigns to reduce plastic and encourage responsible behavior on holiday.
This way, guests don’t just enjoy their vacation they also help make a positive difference for the local environment.
Working with local communities
Valamar buys a lot from small local producers, which supports the local economy and gives guests a true taste of Croatia. In fact, over 70% of the food in Valamar’s hotels and resorts is from Croatia! Valamar also invests in community projects, education, sports, and culture.
Awards and recognition
Valamar has won many awards for being socially responsible and environmentally friendly. This includes awards from the UN World Tourism Organization, Green Key certificates for some of their hotels, and being named the most desirable employer in tourism in Croatia.
Valamar Riviera proves that sustainable tourism isn’t just a trend — it’s a long-term plan that helps both the business and the environment. By caring for nature, employees, and local communities, Valamar shows that tourism can give back, not just take.
Sources:
- Valamar Riviera – Annual Sustainability Report
- “Valamar Loves Green” – Official information and campaigns: https://www.valamar.com/en/green-valamar
- UNWTO – Sustainable Tourism Initiatives: https://www.unwto.org/
- Green Key Croatia – https://greenkey.hr/en/
- Ministry of Tourism of the Republic of Croatia – National Sustainable Tourism Plan
- ESG Report: Valamar Riviera d.d., 2023
