GSTC participated in the ‘Forum on Sustainability & Social Responsibility in Tourism’, held on 25–26 November 2025 in Ciudad Juárez, Chihuahua, Mexico. The forum brought together public authorities, tourism businesses, destinations, and international experts to address key challenges and opportunities related to sustainable and responsible tourism development in Latin America, with a strong focus on social impact, conservation, and collaborative governance.
The forum explored topics such as the challenges of sustainable tourism, human-centered approaches to regeneration, cross-border conservation initiatives, including the Oso–Jaguar Bicultural Corridor, and the role of the private sector in advancing sustainability. Participants also had the chance to visit the ‘Samalayuca Dune Fields’.
Jorge Moller, GSTC Program Director for Latin America & the Caribbean, contributed to the forum at two points during the program. In the morning, following the official inauguration and welcome remarks, he delivered the keynote titled “Human Encounters to Regenerate People.” In this session, he addressed the role of human relationships in sustainability processes and reflected on how tourism can support social regeneration when people are placed at the center of decision-making and action.
“When tourism creates genuine human encounters, it helps build trust and opens the door to positive, long-lasting change,” said Mr. Moller.
In the afternoon, he led a workshop titled “Workshop on the GSTC Standards,” which focused on the practical application of the GSTC Standards and their relevance for destinations and tourism businesses in the region. The workshop provided participants with an overview of how the standards can be used as a common framework to guide sustainability strategies.
