Sustainability Strategy

As the leading tourism company in the region, Valamar places a strong focus on sustainable tourism in all our destinations. We engage our guests, employees, suppliers, local communities and shareholders – caring together for our values.

To develop our sustainability strategy, we took a systemic approach to protect our key resources - our nature and people. As a result, we defined six strategic ESG initiatives, three for Environment, two for Social and one for Governance.


Protect the Climate

To reach decarbonisation Valamar is using 100 % electricity from renewable sources. We are working towards increasing production of solar electricity and using renewable energy. In areas we operate, we are reforesting and managing more than 80,000 trees, important for the many benefits such as absorbing CO2 emissions.


Take care of the Adriatic, Biodiversity & Food

The precious natural resources of the Adriatic Sea and the coastal areas where we live are home to Valamar hotels, resorts and campsites. We will continue to actively protect and manage the sea quality in all our destinations. By sourcing local food and sustainable seafood we are contributing to the protection of biodiversity.


Ensure responsible water & waste management

It is our responsibility to continue to reduce, reuse and recycle water & waste. Initiatives such as waste separation and single-use plastics reduction, waste water reuse, lowering water use and others will help us stay above the EU average per occupied room.


Empower employees

Service excellence and quality is the key to our long-term success, and this is why at Valamar employees come first as the main driver of guest satisfaction and loyalty. We are hiring and retaining local employees, aligning salaries to EU levels and providing numerous education & training opportunities for personal and professional growth.


Develop our destinations

By investing in infrastructure, local culture and sports we are creating better guest experiences and quality of life for local communities in our destinations. Education is key for our shared future and it is our responsibility to support it.


Ensure responsible Governance

The efforts we dedicate to sustainability are acknowledged by respected professional organizations and their certifications that are global symbols of quality. In order to have a greater positive impact on the environment and destinations, Valamar is engaging and motivating its strategic suppliers to make a transition towards sustainable business practices.

12 ESG targets by 2026

12 SDGs addressed

>50 KPIs followed


Decarbonization by 2026 within scopes 1 and 2 (75% reduction in emissions per occupied room vs. 2015).


15% solar electricity produced in Valamar properties and via long-term partnerships


Highest sea water quality in our destinations


Reforestation and 80,000 trees program management


Waste recycling rate better than EU average


Low water withdrawal intensity (0.55 m³/occ. room)


Zero single-use plastics


Domestic employees share 70%


Local food share 80%


EUR 50 million invested in ESG


Responsible suppliers' value share 80%


100% of properties with sustainability certificates

Good health and well-being
Quality education
Gender equality
Clean water and sanitation
Affordable and clean energy
Decent work and economic growth
Industry, innovation and infrastructure
Sustainable cities and communities
Responsible consumption and production
Climate action
Life below water
Partnerships for the goals

Furthermore, we now track ESG key performance indicators (KPIs) along a well-defined ESG structure, with targets allocated to main KPIs.

Our ESG management system aggregates validated ESG data from our owned and managed properties and operations on a modern digital platform and compares them to the defined, aggregated targets.

balcony view


  • V-Health & safety program in all properties since 2006, enhanced comprehensively in 2020
  • Valamar’s environmental management system (ISO 14001) certified since 2009


  • Reduced greenhouse gas emissions by more than 70% since 2015
  • Strategic goals for environment protection incorporated in 2015
  • Systematic multi-stakeholder process for ESG ongoing as of 2015
  • Over 3,000 children without adequate parental care or with special needs spent their summer in Valamar hotels from 2015 to 2021
  • Valamar’s energy management system (ISO 50001) certified since 2016
  • 100 % of the electricity used in Valamar comes from renewable sources as of 2016


  • Up to 6% of total electricity produced from solar energy in 2021
  • Nearly EUR 65 million invested in CSR activities and initiatives from 2015 to 2021
  • ESG sustainability strategy developed in 2022
  • Six strategic ESG initiatives unfolding addressing 12 overarching ESG targets by 2026
  • Decarbonisation by 2026 and EUR 50 million invested in ESG
  • Valamar Sustainability strategy is part of  new sustainable development strategy 2026