The project was presented for the first time in January 2016 at the FITUR Tourism Fair under the title “Spanish companies driving responsible tourism.” During the event, the participating companies publicly signed the Private Sector Commitment to the UWNTO Global Code of Ethics for Tourism and took part in a debate about the challenges, strategies and tools to achieve a responsible and sustainable tourism sector by engaging in the 17 Sustainable Development Goals.

With globalization, growing mobility and competitiveness, the safeguarding of human rights and respect for the environment and society in the way of doing business have suffered in many industrial sectors, including tourism. One way of addressing the negative impacts of business has been through voluntary commitment to corporate social responsibility (CSR).

CSR involves business practices aimed at increasing revenues while benefiting the local communities in which companies operate, contributing to a lasting, sustainable and more competitive business model.
To leverage transparent and responsible business practices, the UNWTO Secretariat initiated in 2011 a campaign geared towards the private sector by inviting tourism enterprises and their trade associations to adhere to the Private Sector Commitment to the UNWTO Global Code of Ethics for Tourism.