From Strategy to Standards: A New Era of Accountability in Tourism Sustainability

Of course, the absence of consistent regulation and financial drivers can pose challenges, especially for smaller chains, but overall, the industry's direction is encouraging. Leaders in the sector are setting ambitious goals aligned with the GSTC Standards. To better understand the challenges SMEs face, we launched the "R4MSEC" Roundtable to analyze tourism SMEs' conditions, certification participation, and limitations, and to propose actions supporting proper interpretation and scale-appropriate implementation of GSTC Standards.

We believe the momentum is becoming stronger than ever and that there is a clear commitment to integrating sustainability into core business strategy, as a fundamental driver of long-term value, brand trust, and operational resilience.

We have seen an increase in certified hotels in recent years, which is a reflection of the industry's commitment.

Last June, we published the GSTC-Certified Hotels Directory, a comprehensive resource designed to help destinations, businesses, and consumers identify accommodations that have been certified as sustainable by GSTC-accredited Certification Bodies. 

While many accommodations claim to be "sustainable", "eco-friendly," or "green," such claims are not always verified or consistent. GSTC Certification provides assurance that a property's sustainability practices have been independently verified through rigorous, third-party audits conducted by GSTC-accredited Certification Bodies. With an accredited certification, customers and buyers of hotel space are assured that the accommodation entity was certified in a credibly verified procedure in a transparent, impartial, and competent manner.

See the certified hotel directory here.

As tourism continues to grow across Europe and regulatory pressure temporarily eases, destinations may once again struggle with the pressures of overtourism, as seen recently in Barcelona, Venice, and Bali, among other cities.  Without careful planning and long-term thinking, we risk repeating past mistakes, prioritizing volume over value, and short-term gains over sustainable practices.

We have long emphasized that tourism growth must be managed, not simply welcomed. Without robust destination stewardship, which encompasses planning, monitoring, and stakeholder engagement, destinations can suffer from environmental degradation, community backlash, and ultimately lose the very appeal that draws travelers in the first place.

What is needed now is stronger coordination between public and private sectors, guided by credible, robust standards like the GSTC's, to ensure that growth is balanced and long-term. This means prioritizing visitor dispersion, capacity management, and the well-being of local communities.