Hotel group Valamar is a great example of “green” leadership. Valamar holds the ZelEn certificate (HEP hydropower plant) since 2014, meaning that the electricity used in hotels and campsites is 100% provided from renewable sources. In Valamar, 96% of accommodation units have the ISO 14001 environmental management certificate, and six camps have been awarded the EU Ecolabel.
Procuring electricity from renewable sources and implementing other energy efficiency and sustainability measures has reduced direct and indirect greenhouse gas emissions by more than 70% over the past few years. In 2020, Valamar successfully implemented a project aimed at increasing energy efficiency and ending the use of heating oil in the Corinthia Baška hotel complex on the island of Krk, with a total value of HRK 10.6 million, co-financed by the Croatian Ministry of Environmental Protection and Energy.
Valamar has also developed nine umbrella programs of the company's corporate social responsibility concerned with environmental protection activities which are systematically carried out and invested in those activities more than HRK 100 million in the previous three years. The company implements a number of initiatives and aims to emphasize the importance of sustainable development of tourism and environmental protection as an important criterion for creating new value and long-term quality of the tourist offer.
One of the most famous actions is Valamar’s initiative "1000 Valamar trees", the largest green initiative of this type in Croatian tourism, in which Valamar plants at least 1000 new trees a year along the Adriatic coast. Over 1000 trees and more than 50.000 different seedlings such as tall shrubs and perennials have already been planted in 2019 in Valamar hotels, resorts and camps. The current plant fund of Valamar on a total area of 589 hectares from Istria to Dubrovnik consists of 30.000 trees. Also, two years ago, Valamar completely eliminated plastic straws from use in its hotels and camps. Another example of Valamar's ecological actions was cleaning the seabed (“I love the Adriatic Sea” initiative).