Writer: Helena Bergström
This week, we attended two events, both focusing on Southern Europe and sustainability. First, we spent an evening at the Spanish Embassy in Stockholm, and the next day we had breakfast at the Portuguese Embassy. So what did they have to say about this topic?
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ShareSustainable inspiration for Spain
The Spanish Embassy is located on Djurgården in Stockholm, in a building with incredibly beautiful interiors. We were invited here to ”celebrate sustainable stories about Spain”.
The Spanish Tourist Board now has a clear focus: instead of investing in increased tourist numbers, it is prioritising more conscious and responsible travel, with three objectives: to spread visitors to more destinations, to encourage longer stays, and to increase travel during the low season. As part of this, it awards prizes for sustainable stories about Spain.
The Swedish winner was Susanne Ytterskog, who was honoured for her reportage. “Life in the countryside", published in Connoisseur 23 May 2025. Two of the other nominated writers, our friend Christian Muda from Food and travel blog and author Jörgen Ulvsgård took part in a panel debate, which was expertly moderated by Linda Vismer.
So, what was said? Among other things, there was talk about the possibilities of travelling during the low season and choosing local hotels and restaurants. There was also talk about the responsibility of writers and how it can sometimes be easier to talk about sustainable alternatives without using the word ”sustainability”, as this word can sometimes be perceived as repetitive.
At the same time, it was pointed out that consistently avoiding the word could be problematic, as it would be easy to overlook how large and broad the topic of sustainability actually is.
Sustainable inspiration for Portugal
The evening at the Spanish Embassy ended with mingling and refreshments, and the next morning it was time again... for breakfast at the Portuguese Embassy on Drottninggatan in Stockholm. Representatives from Cascais, located on the coast outside Lisbon, were in Stockholm.
Sustainability was also a hot topic here, as the tourist office Visit Cascais has focused on developing a digital tool that allows visitors to calculate the climate impact of their trip to Cascais, while also giving them the opportunity to contribute to local sustainable projects.
Personally, I would perhaps prefer the tool to provide feedback with tips on what choices I can make to travel more sustainably, but perhaps this will be developed over time. Regardless, it is clear that southern European destinations are now focusing on sustainability, which feels promising.
What are your thoughts on (social, economic and ecological) sustainability and travel?
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Anna i Portugal says:
It's great to read that the Iberian Peninsula is investing in sustainability. Here in Portugal, it's also clear to see how they are promoting rural areas and want to attract tourists throughout the year and in a more widespread manner.
27 November 2025 - 10:49
Helena says:
Yes, it feels positive! It's great to hear that you feel Portugal is trying to promote rural areas and more widespread travel!
27 November 2025 - 20:25
BP says:
Just hearing the word sustainability makes me see red. This word is a prime example of total abuse. Everyone uses the word for everything and nothing. For me personally, the word has lost all credibility.
Furthermore, I find it strange that Spain is proposing alternative (sustainable) methods of travel, when the Spanish themselves, i.e. those who live in tourist resorts, are so tired of everything German, Dutch and English. Especially those who don't ”just” stay for the summer, but who ”besiege” their resorts all year round...
27 November 2025 - 18:31
Helena says:
Thank you for your comment, BP! I completely understand what you mean! Personally, I think sustainability is a positive thing, at least in the sense that the term implies, but unfortunately the word has often been used incorrectly or misused, which can of course lead to a loss of credibility. That was actually what the writers highlighted during the event. That is, they sometimes prefer to highlight sustainable and good initiatives without using the word sustainability...
27 November 2025 - 20:30
Ditte says:
I agree with BP here, both in terms of sustainability and the fact that Spaniards are tired of tourists who don't behave themselves. On the other hand, tourists bring money into Spain. And what exactly does the word 'sustainable' mean in the context of travel and tourism? It would be interesting if Spain and Portugal could provide more concrete examples here.
I think most countries want tourism spread out over the year, but when it comes to work, many people only have their holidays to travel if they are not retired.
Even in Sweden, certain areas would like to have tourists all year round, not least Gotland and Öland, as well as many places in the mountains.
I think that since we don't have a car, we can fly a few times a year. Travelling by train is good, if they run. But in Sweden, you can't count on trains running and arriving on time. It's very sad that maintenance is so neglected.
In the past, when we travelled considerably more, we often chose smaller towns/villages and stayed in smaller, local hotels. I still remember all the boat trips with the children among the Greek islands, and back then the word ”sustainable” wasn't even in our vocabulary.
27 November 2025 - 23:33
Helena says:
Thank you for your interesting comment, Ditte! Sustainability is a very broad concept, which includes economic sustainability, social sustainability and ecological sustainability. When it comes to Spain and tourism, I have read that they are focusing on spreading visitors to more destinations, encouraging longer stays and increasing travel during the low season. When it comes to Portugal, I have no idea how they reason in a broader perspective. At this event, we only met with one destination (Cascais), and what they told us about was an online tool focusing on the ecological aspect of sustainability in terms of climate impact.
28 November 2025 - 10:29
Ditte says:
There are certainly many good ideas, but then these also need to be implemented. Of course there are opportunities, but after having owned a house in Spain for 10 years, it's not always a ”hit” to travel here every month.
At the same time, travelling by train within Spain can sometimes be tricky. The trains themselves are fantastic, but you often have to go via Madrid regardless of where you are going, which means that many people choose to fly instead. We have travelled around Spain quite a bit, and sometimes the bus has been a very good alternative. It is comfortable and fairly quick. But of course, it is important to see the possibilities.
28 November 2025 - 12:15
Jan Pettersson says:
Hello! I am currently travelling in my motorhome and have discovered how inexpensive it is to travel by train or bus here in Portugal. I stopped about 20 km outside Porto and took the train into the city, which cost about 15 Swedish kronor for a one-way ticket. I think that is very inexpensive. I was at a parking area and received assistance with purchasing the ticket, which was very convenient.
30 November 2025 - 18:35