VALAMAR BRANCHING OUT
Our story of tree planting
At Valamar, we know our environmental impact on the planet and the traces that our operations leave. Enter tree planting, our direct contribution to the preservation of highly prized natural resources – and our lifeline to a better future. But making the world a greener, healthier and more liveable place goes far beyond just putting seeds in the ground. And so, one tree at a time, we are planting the seeds of change for a better tomorrow.
Valamar tends to over 80,000 trees across all properties in Croatia, which can absorb up to 950 tonnes of Co2, or almost 10% of the company’s direct emissions.
Planting trees today for a greener tomorrow
The tree donation initiative was launched by Valamar in 2022. The idea was for our guests and employees to participate in tree planting as part of Co2mpensating by Planting, a project by the eco-warriors at the HEARTH agency, in cooperation with the Croatian Scout Association and Croatian Forests state forestry service.
As part of the campaign, guests donated to the planting of trees across Croatia. Valamar then matched every donation by planting another tree, impressively so far Valamar planted over 32,000 trees a cross all Croatia. The project will continue in 2026, with Valamar aiming to plant even more new trees.
Fun fact: Planting 32,000 trees requires an area of approximately 2.3 million square metres – equivalent to around 320 football fields.
SHADE THE EARTH
Stellar stays, greener ways
How exactly does tree planting fit into hospitality – and what inspired us at Valamar to take up reforesting as one of our key actions?
“As a leader in Croatian tourism, we have a responsibility to showcase our commitment to a greener planet by creating new values,” said Ivana Budin Arhanić, Member of the Management Board at Valamar. “Also, to leave the world a better place for future generations.”
The tree planting initiative offers both our employees and guests a chance to be part of something bigger, a meaningful experience that resonates long after check-out.
CLIMATE RESILIENCE
Cultivating a greener Croatia
Our tree planting initiative at Valamar is focused on restoring native Croatian species, like the majestic holm oak, aleppo pine and black ash. These keystone species of Mediterranean old-growth forests, once widespread, have faced decline due to climate- related disasters such as storms and ice breakage, as well as unsustainable logging practices. Planting them can help reintroduce wildlife and restore entire habitats.
All the trees we plant are chosen by expert partners from the state-run Croatian Forestry service and informed by science-based targets. To contribute to biodiversity, the Valamar team has even set up nesting houses for birds and hotels for insects, in partnership with the Croatian association BIOM.
Our goal is to revive vital ecosystems, creating a direct path to a world where we can all breathe more easily, improving air and water quality in the process. By adopting and evolving responsible tourism practices, we are sowing seeds for the long haul.
At Valamar, we hold trees in high regard. They enhance the beauty of our surroundings, but also play a pivotal role in our ecosystem and our guests’ experience. Some of the remarkable benefits trees provide include: air purification, carbon capture, biodiversity boost, water conservation, economic growth and erosion prevention.
CHAMPIONING CHANGE
Beyond postcard-perfect holidays
In 2025, Valamar got top marks for sustainability and ESG practices.
Valamar received the EcoVadis Gold Medal, placing the company among the top 5% of companies worldwide for sustainability performance.
Valamar also achieved the highest ESG rating in the Croatian tourism sector according to HGK and was recognised among Croatia’s leading companies in Bloomberg Adria’s ESG assessment.
The hospitality industry leaves an undeniable footprint on the environment – and at Valamar, we’re very much aware of this. We aren’t just a guest in the environment but also its guardian – and we take this role seriously.
TURNING A NEW LEAF
Our promise to the planet
For us at Valamar, planting trees isn’t just a gesture. It’s a legacy and an investment in a healthier, greener and more sustainable future for everyone. It is the breath of fresh air we all need to make the world a better place.
To that end by 2026, Valamar plans to achieve decarbonization within scope 1 and 2 and invest 50 million euros in its destinations and social impact.