RIU Unveils Proudly Committed Sustainability Strategy in Mexico - Get updated on what's happening in tourism!

At an event hosted at the Riu Caribe in Cancún, RIU Hotels & Resorts presented the progress of its Proudly Committed sustainability strategy. The presentation was led by Naomi Riu, Executive Director and head of Corporate Social Responsibility, together with CSR directors Catalina Alemany and Alma Tesillos. More than 100 guests attended, including municipal and state authorities, partner organizations, tourism leaders, and media representatives.

A decade of investment in Mexico

In her opening remarks, Naomi Riu emphasized RIU’s long-term commitment:

“Our social investment in Mexico is directed towards biodiversity projects, such as the protection of endangered species and coral restoration, as well as community initiatives. At RIU we believe the best way to invest in society is by supporting the youngest members.”

She highlighted the increase in social investment from just over USD 18,000 in 2015 to nearly USD 1 million in 2024, bringing the total over the past decade to almost USD 6 million.

Support from Quintana Roo

Speaking on behalf of Governor Mara Lezama, Bernardo Cueto, State Secretary of Tourism, thanked RIU Hotels for its “tireless commitment to the Mexican Caribbean, a destination that thrives on sustainable and responsible tourism.” He added that RIU’s efforts show how responsible tourism drives economic growth while also protecting local communities and natural resources.

Proudly Committed: global and local impact

Since launching Proudly Committed in 2024, RIU has rolled out 60 initiatives worldwide with clear goals set through 2026. Mexico plays a central role, representing 29% of the chain’s global initiatives. Social investment has risen from €1.3 million in 2019 to over €3 million in 2024—a 143% increase.

RIU currently collaborates with 17 partners and implements 19 initiatives across its Mexican destinations: Mazatlán, Los Cabos, Nayarit, Guadalajara, Quintana Roo, and Mexico City. Projects include coral reef restoration with Oceanus, child welfare with Save the Children Mexico and Doctor Sonrisas, whale conservation with ECOBAC, and social programs with Fundación Aitana, Proeduca Sinaloa, CANICA, and others.

Recognition and next steps

At the Cancún event, Naomi Riu and her team recognized the contributions of these partner organizations and reaffirmed RIU’s pledge to strengthen collaboration. With Proudly Committed, the company is embedding sustainability into its core operations, advancing biodiversity protection, social equity, and responsible tourism.

Image Credit: © RIU Hotels & Resorts