It’s not every day that a major player in the tourism industry puts its money where its mouth is. But in 2024, Grupo Piñero did just that, injecting €2.2 million into environmental initiatives designed not merely to “do less harm,” but to actively regenerate the ecosystems their resorts inhabit.
From the palm-fringed shores of the Riviera Maya to the mangroves of Jamaica and the coasts of Mallorca, the Spanish-based international tourism group is attempting something bold: building a model of regenerative tourism. The kind that doesn’t just preserve, but replenishes.
According to its newly released 2024 Sustainability Report, Grupo Piñero has doubled down on its ESG commitments with a new roadmap stretching from 2025 to 2028. It’s an ambitious plan, firmly aligned with the European Sustainability Reporting Directive and the United Nations’ 2030 Agenda. In Tulum and across Mexico, where tourism often walks a tightrope between economic necessity and ecological strain, this move could mark a shift in how hotels engage with the land, and the people.
A New Era of Environmental Leadership
With the appointment of Andrés Rosselló as Chief Sustainability Officer in 2024, Grupo Piñero is signaling that sustainability is no longer an afterthought, it’s a cornerstone. Rosselló’s mission is clear: accelerate what’s already in motion, and turn words into measurable action.
“2024 has been a defining year for our sustainable strategy,” said CEO Encarna Piñero. “With the launch of the ESG 2025-2028 roadmap, and our continued work in decarbonization and local support, we’re showing that tourism can, and should, be a driver of regenerative development.”
It’s the kind of statement that might once have been dismissed as corporate PR. But this time, there’s more than just words.
Compost, Trees, and Carbon Cuts: From Paper to Soil
Over the past year, the group launched biogeneration and composting projects across its resorts. In Mexico, this meant a concerted effort to separate recyclable waste and reduce organics, simple steps, but ones that ripple outward.
In the Caribbean properties, the group developed its first Master Landscape Plans. These aren’t just landscaping guides; they’re blueprints for biodiversity. Native plants were introduced to beach zones, increasing vegetated surface by 15%. Why does that matter? Because native flora anchors the coast, supports pollinators, and resists erosion, a quiet but critical defense against rising seas.
Through the “One Person, One Tree” challenge, 14,000 trees were planted across the group’s destinations. And in Bahia Principe Coral Playa, a 70% reduction in carbon footprint was recorded, well beyond their own 60% goal for 2030.
Perhaps most notably for locals in Tulum and the wider Riviera Maya, the company advanced an executive project to expand its wastewater treatment plant in Mexico, an essential move in the fight for water circularity.
Turtle Hatchlings and the Power of Micro-Wins
Not all victories come with big numbers. Sometimes, they crawl on tiny flippers into the sea.
In 2024, Grupo Piñero’s Fundación Eco-Bahia safeguarded over 103,000 turtle hatchlings, watched over more than 1,200 nests, and provided care for 1,500 wild animals in Mexico and the Dominican Republic. A highlight? The first documented nesting of sea turtles on the beach of Cayo Levantado, an event that speaks volumes about the cumulative effect of protective efforts.
For locals in Quintana Roo, especially conservation workers and marine biologists, these small milestones can feel deeply personal. One Tulum-based biologist remarked, off the record, “When turtles return, it means we’re doing something right.”
Investing in People, Not Just Places
Sustainability isn’t only about trees and turtles. It’s about the people who live next to the resorts, work in them, and raise families in their shadow.
Grupo Piñero invested €347,000 in social projects in 2024, with initiatives targeting education, healthcare, culture, and vulnerable families. In Mexico, this included emergency relief with the Red Cross following Hurricane Beryl, while in Spain, they supported communities affected by DANA.
Beyond charitable giving, the group’s procurement policies show a deeper form of economic anchoring. In 2024, 95% of the €198.4 million spent on suppliers went to local businesses in operating countries, an underappreciated yet vital driver of regional resilience.
And among the 16,300 employees on payroll, those in Mexico, Jamaica, and the Dominican Republic benefitted from €836,740 in health and wellness programs, as well as access to a new virtual campus for professional development. Seven million euros were poured into training programs overall.
The message here is quiet but clear: healthy employees and empowered communities make stronger, more sustainable companies.
Ethics Is Not Just a Buzzword, It’s Policy Now
While sustainability strategies and glossy reports are common in the industry, few go as far as reshaping internal ethics frameworks.
In 2024, Grupo Piñero updated its own Code of Ethics and, for the first time, introduced a Business Partner Ethics Code. The company also formally subscribed to the UN’s Global Code of Ethics for Tourism, aligning itself with international standards of human rights, transparency, and environmental stewardship.
This matters in places like Tulum, where the tourism boom has often outpaced local governance. Residents frequently question whether developers and hoteliers play by the same rules as everyone else. A clearly enforced ethical code might not solve everything, but it’s a step toward accountability, and perhaps, trust.
How Tulum Fits into the Bigger Picture
Compared to Cancún’s sprawling development or Playa del Carmen’s hyper-commercial evolution, Tulum sits at a crossroads. The town has a reputation for eco-chic allure, but behind the bamboo facades and boutique hotels, tensions simmer over water scarcity, illegal deforestation, and unchecked construction.
Grupo Piñero’s investments in circularity, conservation, and community well-being might offer a template for others operating in the region. The expansion of wastewater treatment capacity is particularly relevant to Tulum, where fragile groundwater systems are already under pressure from tourism.
Still, skepticism lingers. Residents will want to see not just corporate reports, but local results. Clean beaches. Lower emissions. Jobs with dignity.
The Tulum Times will be watching closely.
The Future of Regenerative Tourism Might Start Here
Can tourism give back more than it takes? That’s the question hanging over this entire endeavor.
Grupo Piñero appears to think so, and their 2024 results suggest it’s possible. But the real test will come in the years ahead, especially in destinations like Tulum, where every new development carries environmental consequences.
In a region long shaped by mass tourism, this pivot toward regeneration might just redefine the rules of the game.
“A beach that welcomes turtles again is a beach that’s healing. That’s the kind of tourism we need.”
We’d love to hear your thoughts. Join the conversation on The Tulum Times’ social media.
What do you think, can large tourism companies truly drive regeneration, or is this just a rebrand of the same old model?