FiturNext Observatory announces the winning initiatives of the 2025 Challenge

MADRID – FiturNext, the FITUR Observatory dedicated to promoting good tourism practices in terms of sustainability, announces the winning initiatives of the 2025 Challenge focused on How tourism can contribute to sustainable food management.

With the collaboration in 2025 of Aqualia, a leading brand in end-to-end water cycle management, FiturNext has awarded Sustainable Gastronomic Routes of Extremadura, Hurtigruten Cruises and Too Good To Go in the categories of destinations and other territories, hotel, restaurant and catering sector and the transport sector and other agents in the food chain in tourism, respectively. The awards ceremony will take place on 22 January at the Madrid International Tourism Trade Fair (FITUR).

Analysing the impact and replicability of initiatives

As in previous years, the research has focused its efforts on analysing the replicability and positive impact of the initiatives through two barometers developed by the FiturNext Observatory: the Replicability Barometer, which examines how adaptable an initiative is in different contexts and by different actors with varied resources; and the Impact Barometer, which studies the potential of each initiative considering factors such as the level of participation in the project, previous work and the effect it generates in its environment of action. In addition, the selection of the final solution has integrated the recommendations of the FiturNext Advisory Board, which has provided an external evaluation with an international perspective.

Reducing food surplus: the winning initiatives guide to follow

Through circular systems, the promotion of recycling and composting, local and locally-sourced gastronomy and the reduction of food waste, the winning initiatives of FiturNext 2025 share common values.

Specifically, the Sustainable Gastronomic Routes of Extremadura is an initiative promoted by the Tourism Department of the Regional Government of Extremadura, which has launched three sustainable gastronomic routes (Cheese, Olive Oil and Iberian Products) based on local products that connect culture, nature and local gastronomy. The project has won awards in the category of destinations and other territories and has the support of 365 companies and 63 unique experiences where zero-km products are promoted and rural agrotourism is fostered. In addition, they carry out regular checks and training on food sustainability.

For its part, Hurtigruten Cruises: Towards zero food waste is a Norwegian cruise company that implements a circular food system on its voyages that reduces food waste per traveller, using AI and composting. Awarded in the hotel, restaurant and catering (HoReCa) category and transport sector, the initiative has more than 50 local suppliers that promote sustainability and economic development on the coasts of the Nordic country, supporting local farms and communities, who receive the organic surplus as valuable resources for their productions. 

Finally, the company Too Good To Go is an app with a surplus food marketplace that helps to prevent food waste in the hotel, restaurant and catering sector in 18 countries. Winner in the category other agents in the food chain in tourism, it connects establishments that have surplus food with users who can buy these products at a reduced price. With more than 100 million users, it promotes other initiatives to raise consumer awareness about food sustainability and the environment.

The finalist projects and their commitment to food sustainability

In addition to the winning initiatives, nine finalists of the FiturNext 2025 Challenge have been identified that stand out for their support of sustainable food management:

• The WASP-Wines of Alentejo Sustainability Programme promotes sustainable wine production, food and surplus management practices and tools among its members generating that a third of the territory is sustainable production.
• Hungry for Finland. The Finnish Food Tourism Strategy 2024- 2028 aims at creating networks and generating best practices within the food tourism industry to promote Finland as a sustainable food destination.
• H10 – Stay Green implements a comprehensive AI-supported food sustainability system to reduce food waste in 67 hotels, saving 500 tonnes of food and reducing 1,466,300 kg of CO2.
• Honest Food by Iberostar promotes a food sustainability system that combines the sourcing of local seafood products with efficient food management and the AI-based measurement of surpluses.
• Gourmet Catering and Naria research the traceability, via blockchain, of the surpluses originating from the Valencia Congress Centre through collaboration between a catering company and AI. These surpluses are donated to the city’s food bank for distribution to people with limited resources.
• Food Rescue Programme in hotels in Lima by Intursa is a hotel chain that donates surplus food from its buffets to the Food Bank of Peru, benefiting more than 3,600 people in 2024 alone.
• Sustainable Food in Hotels by Futouris focuses on reducing food and resource waste by strengthening local sustainable supply chains through guidance and tools for hotels that promote sustainable culinary offerings.
• Finca la Floración highlights the value of peach cultivation in Cieza (Murcia) and rescues traditional varieties through tourism with activities in an Interpretation Centre to learn about the production process and workshops that include tastings of local products.
• Archeoastronomy, promoted by the universities of Seville and Cadiz, recovers food production techniques from the ancient classical world, reproduces them through collaboration with small producers and promotes the dissemination of heritage and food in museums and archaeological sites.