Why now: the world has changed, and so has the hotel industry
Gandum Village emerges as a practical response to the global challenges identified in reports such as Our Common Future and the United Nations Sustainable Development Goals (SDGs).
We live in an era of environmental emergency, growing social inequalities, and rapid cultural change. Therefore, it is urgent to adopt regenerative and sustainable models that create balance between the present and the future.
At Gandum, the question isn't "whether" this matters. It's: what do we do with it—in real life?
Why now?
The time to act is now.
As highlighted in Our Common Future, today's actions have a direct impact on the quality of life of future generations. Gandum recognizes its responsibility to lead by example, showing that it is possible to balance comfort, design, and sustainability in an inspiring and practical way.
It's not about giving up. It's about making better choices.
Global challenges
The world is currently facing challenges that require immediate and integrated action:
1) Climate crisis
Rising global temperatures, loss of biodiversity, and water scarcity are no longer distant predictions—they are conditions of the present.
The urgency is twofold: to reduce carbon emissions and, at the same time, implement regenerative solutions that repair what has been degraded.
2) Social and economic inequalities
Economic development does not reach everyone in the same way. There are communities excluded from the benefits of growth, lack of access to basic resources, and, in many contexts, a growing gap between those who have opportunities and those who only have survival.
When we talk about sustainability, this is also on the table: quality education, access to healthy food, and decent living conditions.
3) Unsustainable consumption
The current model of production and consumption exceeds planetary boundaries. The result is well known: depleted resources, normalized waste, and impacts hidden behind convenience and speed.
The alternative is to transition to a circular economy and more responsible practices, with shorter value chains and more transparent choices.
The significance of Gandum Village
Gandum is more than a hotel—it is a model of conscious living, designed to be a tangible example of how regeneration and hospitality can coexist.
This positioning responds to a growing demand for spaces and experiences that combine positive impact with comfort and inspiration.
1) Conscious hospitality
Gandum goes beyond conventional tourism. Here, experiences connect guests to nature, the community, and regenerative practices—without turning the stay into a "manual" or a sermon.
2) Environmental regeneration
The practices adopted at Gandum, such as agroforestry and water resource management, serve as a practical example of how to reverse negative impacts and create environmental value. It is not just about “reducing damage.” It is about creating conditions that are better than those that existed before.
3) Education and inspiration
Every element of Gandum—from its construction to its service—was designed to educate and inspire visitors, showing how sustainability can improve quality of life.
Because change happens faster when it no longer feels like a sacrifice and becomes an obvious choice.
4) Local impact with global relevance
By working with the community of Montemor-o-Novo and local partners, Gandum demonstrates how sustainable practices can benefit both the environment and the local economy. At the same time, it serves as a reference for other projects in Portugal and abroad.
Alignment with global trends
Gandum is part of the main trends identified in the hospitality and sustainability sector, including:
Regenerative tourism
Focused on leaving destinations better than they were before.
Circular economy
Practices that reduce waste and maximize resource reuse.
Conscious consumption
Guests seek experiences that reflect their personal values.