About | GUAVA International

There is a common misconception that sustainability is expensive, and thus many are reluctant to embrace sustainability. Having identified this challenge early, I decided to focus on developing solutions that are not just sustainable, but also scalable and affordable at the same time.

Gabriel Tan, Founder and CEO of GUAVA

Creating Scalable Sustainable Impact, Together

GUAVA International is a global leader in scalable sustainable experiences. We partner with the UN, governments, destinations, international hotel chains, airlines, cruise lines and multinational corporations to transform sustainability from a cost center into a profit driver. Through collaborations with leading non-profits, museums and nature conservation organizations, we deliver innovative products, solutions and guest experiences that increase revenue and customer loyalty while supporting local communities.

Our CEO has been honored by the United Nations as the Global SDG Pioneer for Circular Economy in recognition of his groundbreaking efforts to advance sustainability worldwide. GUAVA is the first in our sector to have our targets validated by the Science Based Targets Initiative (SBTi) and to disclose our environmental impact on Carbon Disclosure Project (CDP).

Built on the principle of Continuity, our business operates through five diversified strategic business units: Ancillary, Gifting & Guest Amenities Solutions, Consulting & Capability Building, Strategic Investment & Asset Management, Lifestyle, Wellness & Experiences as well as our Charity Foundation & Impact division. Each unit is purpose-built to deliver scalable, sustainable impact across both commercial and impact sectors.

GUAVA is committed to Creating Scalable Sustainable Impact, Together.

Purpose

Creating Scalable Sustainable Impact, Together

Vision

To create innovative and impactful sustainable experiences 

Mission

To make sustainable experiences globally accessible

Our Values

Integrity with Initiative

We do the right thing, always.

But we don’t wait to be told. We take ownership, anticipate what matters to our clients and partners, and act with accountability and pride. At GUAVA, integrity is the foundation; initiative is the expectation.

Interdependence

We succeed together.

Every role matters. Every voice counts. From leadership to execution, we respect one another, support one another, and step in wherever needed because meaningful impact is never created alone.

Innovation for Impact

We don’t innovate for novelty, we innovate for results.

We continuously improve how we think, design, and deliver, always asking how we can create greater value, faster and more effectively, for our clients, communities, and partners.

About Gabriel Tan

CEO Guava International

Gabriel Tan is the CEO of GUAVA International, where he leads global partnerships with the UN, governments, destinations, royal families, hospitality chains, airlines, cruise lines, multinationals, foundations, philanthropies, NGOs, and local communities. Through these collaborations, he turns social and environmental priorities into scalable, cross-sector outcomes that generate measurable business value.

A globally recognized sustainability leader, Gabriel is the UN SDG Pioneer for Circular Economy and has been featured alongside world leaders by the UN Global Compact Academy. He serves on multiple advisory and leadership roles, including the UN Tourism Panel of Experts, UN ESCAP Circular Economy Task Force, ACCA Global Forum, and various industry sustainability committees and boards.

Gabriel is the architect of The GUAVA Model, recognized by the UN Global Compact, which moves ESG beyond compliance into strategic business value. The model helps organizations drive growth, differentiation, brand equity, loyalty, and talent advantage through impactful experiences, products, solutions, and partnerships, creating measurable impact at scale.

Revenue & Profitability Growth

Drive incremental monetization through loyalty programs, corporate gifting, premium experiences and wellness activations

Brand Differentiation

Stand out in competitive markets with curated wellness experiences, sustainable amenities, and impact-driven initiatives

Access to the UN System and Global Ecosystem of Partners

Leverage trusted networks for partnerships, co-creation, and strategic initiatives

Competitive Advantage

Long-term partnerships and integrated offerings that are hard to replicate

Awards & Strategic Recognition

External sustainability and industry awards as well as internal recognition programs to celebrate employee and universities excellence

Increased Loyalty

Strengthen engagement with students, guests, employees, and partners through meaningful wellness and sustainability experiences

Credible Stakeholder Engagements

Communicate validated impact to investors, regulators, governments, and communities, enhancing trust and long-term relationships

Talent Advantage

Attract, retain, and develop high-performing teams with ESG-aligned training and integrated talent platforms

Sustainable Experience Advantage Ecosystem

Designed. Developed. Deployed.

Milestones

Our journey reflects a commitment to bold action and meaningful progress.

2004

The founding vision begins: a mission to make sustainability desirable, accessible, and scalable for hospitality and travel brands.

2018

GUAVA expands into impact-driven cultural programs, partnering with museums, artisans, and social enterprises across Asia.

2021

CEO receives United Nations Global SDG Pioneer recognition for Circular Economy & Scaling Sustainable Impact.

2023

Commitment to the Science Based Targets initiative (SBTi); GUAVA begins its carbon transparency roadmap.

2025

GUAVA activates a global distribution and sustainability delivery network across 25+ countries, enabling scalable hotel, cruise, airline, and corporate solutions.