The year 2025 has been particularly significant for Paradores, consolidating its role as a leader in sustainability, innovation and cultural promotion both within and beyond our borders.
Leadership in sustainability
Sustainability has been the main focus for Paradores this year. Among other achievements, it has received the Merco seal, which recognises its excellence in corporate responsibility, and has launched the ambitious 2025-2028 Sustainability Plan, designed as a roadmap to transform the tourist experience into a more environmentally friendly model. Within this framework, the Paradores Forest has been created, a reforestation project that symbolises the commitment to nature and the fight against climate change. In addition, charging points for electric vehicles have been installed in numerous establishments, more sustainable amenities have been introduced that reduce the use of plastics and promote biodegradable materials, accompanied by a new design inspired by architectural elements of the network, and the Ecostar certification has been renewed.
This recognition has come in the form of the National Geographic magazine readers' award for the best sustainable tourism project, an accolade that reinforces Paradores' position as a model in responsible tourism. In addition, the publication of the Sustainable Events Guide offers customers and companies a practical manual for organising events that respect the environment and promote aware consumption.
Openings and reopenings
The year has also been marked by the expansion and renovation of the network. The opening of the Parador de Molina de Aragón has been a long-awaited milestone, expanding the offering in Castile-La Mancha and adding a new location of great historical and cultural value. Alongside this inauguration, iconic establishments such as those in Limpias, Sigüenza, Cardona, Cuenca, Bielsa, Jarandilla, Monforte and Vielha have reopened, welcoming guests back in all their splendour after undergoing refurbishment.
In addition, further renovations will be carried out over the coming year at some of the most iconic Paradores, such as Santiago de Compostela, León, Oropesa, Cervera, Mérida, Olite, Nerja and Sos del Rey Católico. This will ensure that the architectural heritage is preserved while catering for the demands of the contemporary traveller, who seeks authenticity without sacrificing comfort.
International presence
Our international reach has been another of the main focuses this year. Paradores has intensified its presence in strategic markets such as Japan and China, where the Brand Spain is arousing growing interest among travellers seeking authentic and sustainable experiences.
In addition, participation in tourism fairs such as FITUR, ITB Berlin, IMEX Frankfurt and World Travel Market in London, one of the most influential showcases in the sector, has enabled the company to boost its visibility and establish new alliances.
These actions consolidate Paradores' commitment to placing its network on the global tourism map, attracting international visitors and showcasing Spain's cultural and natural wealth.
Social and cultural commitment
Social and cultural commitment has also marked the 2025 calendar. We have supported the recovery of areas affected by the summer fires, demonstrating that our mission goes beyond hospitality and extends to caring for communities.
Another of the most important launches has been the Discover Paradores project, which invites travellers to explore the historical and natural wealth of the network virtually.
Last but not least, we would like to highlight the installation of Puntos Violeta (Violet Points) in several establishments, reinforcing our commitment to equality and women's safety.
Brand Reinforcement
During the financial year just ended, Paradores promoted actions to strengthen the Paradores brand, consolidating a positioning consistent with who we are and what we represent as a state company. We have reinforced our presence in the main national and international tourism forums and have received recognition for our campaigns. Specifically, the brand campaign "Paradores es otro mundo" (Paradores is another world), designed by the agency Darwin & Verne and created by the illustrator Oscar Llorens for Paradores, was awarded in the Graphics category at the Best!N Travel 2025 festival.
We have also worked on adapting the brand to new markets, such as China, where Paradores already has its own website and Chinese name.
Paradores has sponsored La Vuelta Ciclista a España (the Tour of Spain cycling race), reaffirming its ties with sport and the promotion of the scenic areas where its hotels are located.
And we have made a clear commitment to digital transformation, the modernisation of the network and the promotion of Paradores as a byword for quality, responsible and purposeful tourism, carrying out a 360-degree campaign to communicate and convey to our customers and friends the investment, renovation and heritage conservation efforts that are currently underway.
