The World Travel & Tourism Council (WTTC) has welcomed Piñero, a Spanish international tourism and real estate group headquartered in Palma de Mallorca, as a new Global Member, strengthening the company’s engagement with the global Travel & Tourism industry.
Founded in 1975, Piñero has more than five decades of experience spanning hospitality, travel, real estate and mobility. Through its WTTC membership, the group is expected to contribute its industry expertise to international discussions on the future of tourism, with particular emphasis on sustainability, responsible business practices and long-term destination development.
Piñero Operates Across Four Tourism Divisions
Piñero operates through four interconnected business areas: Hospitality, Real Estate & Golf, Travel, and Mobility. Its Hospitality division manages 25 owned hotels across Spain, Mexico, the Dominican Republic and Jamaica under various operating models. Its Real Estate & Golf division develops premium residential communities and operates golf courses accredited by the PGA of America in the Caribbean.
Meanwhile, its Travel division, led by Soltour, operates as an independent tour operator in Spain and Portugal. The Mobility division provides land and maritime transportation services supporting the group’s wider tourism operations. The integrated structure enables Piñero to participate in multiple stages of the tourism value chain, from accommodation and travel planning to transportation, leisure and destination development.
Regenerative Tourism at the Heart of Strategy
A key focus of Piñero’s strategy is regenerative tourism, an approach that seeks to create positive and lasting benefits for destinations rather than simply reducing tourism’s negative environmental impacts. The company says it aims to contribute positively to local communities, economies and natural environments while improving the overall visitor experience.
The approach reflects a broader shift in the global tourism industry toward models that balance economic growth with environmental protection and social responsibility. Piñero’s strategy places emphasis on responsible management, community wellbeing and creating a lasting positive legacy in the destinations where it operates.
WTTC Welcomes Piñero’s Global Experience
WTTC President and CEO Gloria Guevara welcomed Piñero’s membership, highlighting the company’s more than 50 years of experience across hospitality, travel, real estate and mobility. According to WTTC, Piñero’s focus on regenerative tourism aligns with efforts to build a more sustainable and resilient Travel & Tourism sector. The organisation brings together leaders from across the private tourism industry, including hotels, airlines, airports, cruise companies, tour operators and technology businesses. Piñero’s participation will provide the company with a platform to engage in international discussions on tourism policy, sustainability and destination development.
Piñero Calls Membership a Strategic Milestone
Piñero Global CEO Encarna Piñero described joining WTTC as an important strategic milestone for the company. She said the membership would allow the group to strengthen its commitment to sustainable and inclusive tourism development while sharing its experience with other global tourism leaders. The company also highlighted the importance of cooperation on environmental sustainability, ethical business practices and community wellbeing as the tourism industry faces changing traveller expectations and increasing environmental pressures.
International Footprint Strengthens Industry Contribution
Piñero’s operations span Europe, Mexico and the Caribbean, giving the group experience in a variety of tourism markets and destination environments. Its hotel portfolio, travel business, real estate and golf operations, and mobility services provide exposure to several areas that directly influence the development and sustainability of tourism destinations. This international footprint could allow Piñero to bring practical experience to WTTC discussions on sustainable investment, responsible tourism and destination management.
WTTC Membership Supports Sustainable Tourism Dialogue
WTTC represents the private sector of the global Travel & Tourism industry and works to promote sustainable tourism growth through collaboration between businesses and governments. The organisation also researches tourism’s economic and social contribution and advocates policies aimed at strengthening the sector. Piñero’s membership adds an established international tourism group to this network and provides an opportunity for the company to contribute to discussions on the future of tourism and responsible destination development.
More Than Five Decades in Tourism
Piñero was founded in 1975 by Pablo Piñero and has since grown into an international group focused on tourism and property development and management. The company is currently chaired by Isabel García Lorca, while Encarna Piñero has served as Global CEO since 2017. With more than five decades of industry experience, the group has developed an integrated business model covering several aspects of the tourism experience.
A Step Toward More Regenerative Travel
Piñero’s entry into WTTC comes as the global tourism industry increasingly focuses on moving beyond traditional growth models toward sustainable, inclusive and regenerative tourism. Its membership brings a major tourism group with expertise across hospitality, travel, real estate, golf and mobility into a global network of private-sector leaders. As destinations seek to balance tourism growth with environmental protection and community benefits, Piñero’s participation highlights the growing importance of tourism models that aim to generate long-term positive impacts for destinations, local communities and travellers.
