In 2026, we will measure the impact of tours with a new Sustainability Index

Escrito por Graça Palma

Proactivetur is one of four companies in the Portugal Outdoor Alliance (POA) that have come together to develop a Sustainability Index to measure the environmental, economic, and social impact of their tours.

Funded by the European Union under the ST3ER program and developed with technical support from Nature Based Living, the Index will be launched in June 2026.

Why a Sustainability Index?

With nature-based tourism on the rise, travelers increasingly want meaningful experiences aligned with sustainability. Yet, the real impact of these activities often remains unclear. Yet an important question arises: do we truly understand the impact of these activities? What is the carbon footprint of a simple hike or a bike ride? How do these experiences affect biodiversity, and what benefits do they actually deliver to local communities in terms of economy and quality of life?

 

An Index to go deeper in our commitment to sustainability

It allows travelers to make conscious choices by easily comparing the environmental and social impact of different operators. At the same time, tourism companies gain greater awareness of their footprint, better understand what customers are truly looking for, and are able to design tours that minimize impact while maximizi

ng value.

“With this project, we aim to go deeper in our commitment to sustainability. We want our visitors to be more motivated and informed about our efforts to promote a more meaningful and responsible travel in Portugal and to have a more practical impact on the territory by improving our way of work, but also by engaging our network of local partners.” – João Ministro, Proactivetour general director.

 

The Index not only empowers travelers to choose responsibly but also helps businesses identify gaps and continuously improve toward a more sustainable future.

 

 “This project, and the results we are committed to achieving, are fully aligned with our company's mission and objectives within the responsible tourism sector. We aim to acquire instruments and tools that our clients can utilize to measure these values with the utmost honesty and transparency,” – Pedro Pedrosa, YTravel Co-founder.

 

How will this Index work?

The POA Sustainability Index will work by quantifying the real environmental impact of each tour, starting with its carbon emissions. For example, a hiking or cycling trip will be assessed in terms of how many tons of carbon it generates, taking into account transportation, accommodation, and other key factors. The results will be presented in a simple, highly visual format that is easy to read and understand, allowing travelers to quickly compare different tours side by side. This way, customers can make informed choices without complexity, choosing experiences that truly match their values and commitment to sustainability.

 

Who is behind the Portugal Outdoor Alliance?

The Portugal Outdoor Alliance brings together leading operators in nature-based tourism, united by a strong commitment to sustainability and authentic experiences.

Its members are Portuguese Outdoor operators:

  • Ytravel Lda, born in 2006 from the Portugal A2Z and Bike Tours Portugal brands. It specializes in walking and cycling package tours and also runs a sustainable tourism consultancy.

  • Proactivetur, founded in 2010, focuses on nature, creativity, and culture, offering walking, birdwatching, and cultural tours in the Baixo Alentejo and Algarve while employing local guides and artisans to promote community value.

  • ComunicAir, from the Azores, created in 2009, enriches the alliance with its expertise in outdoor activities such as mountain biking, canoeing, hiking, and ballooning, combined with communication and design services that enhance the visitor experience.

  • Portugal Green Walks is a travel company that offers unique experience tourism in Northern Portugal, showcasing the natural beauty and rich cultural heritage of greater Porto and the North.

 

Together, these four companies form the Portugal Outdoor Alliance, a network dedicated to shaping tourism that respects the environment, supports local communities, and delivers memorable journeys through nature.

 

A phased approach to sustainability

The Index will be launched in June 2026, based on three stages. Each step builds on the previous one, starting with the carbon footprint, then expanding to other environmental and social aspects, and finally focusing on how to share the results in a way everyone can understand.

  • Stage 1: Apply the methodology to measure all the mandatory greenhouse gas emissions under the Kyoto Protocol.

  • Stage 2: Expand to other environmental indicators (water, plastic, biodiversity) and include social and economic impacts, using the learnings from Stage 1.

  • Stage 3: Communicate all this information in a clear and accessible way.

The Index was initially designed for adoption by POA’s partner companies. However, the alliance aims to grow and is open to welcoming anyone who shares the founding companies’ vision of sustainability.

 

About Portugal Outdoor Alliance

The Portugal Outdoor Alliance (POA) was founded to position Portugal’s outdoor sector within the framework of Responsible Tourism. Its mission is to promote sustainable practices and actively contribute to the regeneration of the territories where it operates, ensuring a positive long-term impact on both local communities and natural environments.

 

About Nature Based Living

Nature Based Living® (NB Living) is a landscape architecture and environmental consulting firm committed to ecological approaches and client collaboration. With expertise across multiple industries — from agribusiness and real estate to education and nature conservation — NB Living places a special emphasis on nature tourism projects, making it a natural partner in developing the POA Sustainability Index.

 

Contacts:

Portugal Outdoor Alliance (POA)

Nature Based Living® (NB Living)

(+351) 924 400 929 / info@nature-based-living.com / www.nature-based-living.com

Graça Palma
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