COP30, hosted for the first time in history inside the Amazon, in Belém (Brazil) , has become a symbolic and strategic moment for global climate governance. It brought together nearly 200 countries, along with businesses, indigenous communities, local governments and NGOs, to discuss how the world will adapt to the accelerating climate crisis. Although expectations were high, the outcomes were mixed: some tangible steps forward, but also major gaps in ambition, especially regarding the future of fossil fuels.

Sustainability is no longer a niche choice, it’s a strategic imperative woven into the fabric of business, policy, and consumer expectations. Investors are demanding transparency, regulators are setting stricter disclosure requirements, and customers are increasingly choosing brands that align with their values. The conversation has shifted from “why” sustainability matters to “how” it is embedded across operations, governance, and long-term strategy. At the same time, technological innovation, regulatory convergence, and growing climate risks are accelerating the urgency for action.

The hospitality industry is no stranger to environmental scrutiny, but in 2025, the spotlight has turned sharply onto plastics. With consumer expectations and government regulations mounting, hotels are accelerating action, not just for sustainability, but for competitiveness.

Not every city is a tourist destination, but those that safeguard their environmental heritage and promote community well-being have the potential to turn their history and culture into meaningful experiences for both residents and visitors. Historic city centres are a living expression of this process, embodying the identity and evolution of a place over time.