Quality and Sustainability Programs at Region of Murcia
About this good practice
The program addresses the need for high-quality, sustainable tourism experiences in local destinations throughout Region of Murcia.
The destination is committed to improving and working with its businesses and services to enhance quality and sustainability within the destination. These commitments are translated into the following activities:
• Creation of a Managing Entity to coordinate the project, along with a Quality Board (a public-private representative body to coordinate activities).
• Information and awareness sessions to encourage businesses in the destination to join the initiative.
• Training for businesses and services.
• Technical assistance for implementing best practices manuals, which include quality and sustainability requirements.
• Collective workshops to address questions and provide support.
• Verification evaluations to ensure compliance with manuals before awarding distinctions.
• Improvement groups: collective improvement meetings within the destination.
• Improvement plans (for businesses) and improvement projects (for the destination).
• Distinctions for businesses and services that meet the standards.
• Recognition events to honor distinguished participants.
• Promotion and marketing actions (brochures, videos, social media campaigns, etc.).
Resources needed
• The DG for Quality and Competitiveness has allocated nearly half a million euros in direct aid to destinations and businesses in the last years.
• Specialized human resources supporting the programme implementation both externaly (specialized consultants) and internally (public servants).
Evidence of success
-28 destinations and 34 municipalities involved.
-800 businesses and services are adhered to the program.
-553 businesses and services have been distinguished for their excellence.
-91 certificates with the S for sustainability.
-Murcia the first Autonomous Community in Spain with certified tourist offices and the second in terms of beaches with sustainability certifications.
-109 Q quality certificates, placing the region second in Spain
for certified beaches and tourist offices (OITs).
Potential for learning or transfer
- Encourages strong collaboration between public administrations and private businesses
This ensures that sustainability and quality goals are aligned with local needs and business realities.
- The practice includes technical support, training, and assistance for businesses in implementing best practices, which directly contribute to the enhancement of quality and sustainability standards. This approach also enhances the capability of local businesses to stay competitive while adopting sustainable practices.
- By integrating sustainability into tourism, the program not only attracts eco-conscious travelers but also ensures the long-term preservation of local environments, making this a model for regions aiming to align tourism growth with environmental protection.
- Provides tangible recognition, motivating other businesses to engage.
- The program has shown scalability, with new destinations joining annually and adapting to various contexts.
Further information
Quality Tourism Campaign
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