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 is a global sustainability and design company transforming hospitality and lifestyle through circularity, creativity, and measurable impact. Recognized by the United Nations for advancing the Circular Economy, we partner with hotels, resorts, airlines, and global brands to turn sustainability into an elevated experience — for guests, communities, and the planet.

Our Purpose

To design solutions that create positive impact at scale. By blending circular design, wellness, and culturally rich experiences, we enable brands to lead with meaning while delivering measurable business outcomes.

Our Values

Integrity with Initiative. Innovation for Impact. Interdependence — because true change happens together.

Our CEO is the only individual globally to be awarded the UN SDG Pioneer for Circular Economy, and GUAVA is the first in our sector with SBTi-validated targets and CDP impact disclosure.

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.

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

Revenue & Profitability Growth

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

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.