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What if an exhibition stand could show its environmental impact minute by minute? That is exactly what we made possible at FITUR 2026 with Grupo Piñero, in one of the most high-profile applications of our environmental measurement platform.
Piñero introduced its Sustainability 360° initiative at the fair for the first time, embedding it across every aspect of its participation. As its technology partner, TrueWorld measured the stand’s carbon footprint using an approach designed to support verification and certification. The stand went on to receive FITUR’s Sustainable Stand Award, presented by IFEMA Madrid.
A carbon footprint display for everyone to see
The project’s standout feature was a digital display on the stand itself. It showed the impact of team travel, energy consumption and materials in real time, bringing environmental transparency directly to visitors at Spain’s largest tourism trade fair.
Behind the display was our platform, which uses more than 20 indicators to measure emissions across all scopes. We also certified the Life Cycle Assessment (LCA) of the stand’s construction, covering everything from preparation to dismantling.
19.74 tonnes of CO₂e measured and set to be offset
Once the fair had closed and all the data had been compiled, the total recorded footprint was 19.74 tonnes of CO₂ equivalent. Piñero will offset these emissions through verified credits supporting ecosystem restoration in Spain.
Measurement was just one part of a broader plan covering five areas: social action and inclusive hiring practices; catering with locally sourced produce; travel between the hotel and the fair in vehicles carrying Spain’s ECO environmental label; construction using sustainable, reusable materials; and carbon footprint measurement, reduction and offsetting. This approach aligns with the goals of the Science Based Targets initiative (SBTi).
From carbon neutrality to positive impact
This project captures our approach to sustainability: measure accurately first, then reduce emissions, and only then offset those that cannot be avoided. It is the same methodology we have applied at major sporting events such as the Copa del Rey MAPFRE and the Trofeo Princesa Sofía, now brought to the heart of the tourism sector.
Thank you to Grupo Piñero for trusting our technology and showing that a major trade fair can also be a showcase for environmental transparency.
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