Sustainability certifications in tourism do more than create a competitive edge for a company or meet the needs of conscious travellers. Acting as a starting point for carrying out sustainability, they inspire broader behavioural and systemic changes in tourism. The implementation and actualization of goals encompassing environmental management, cultural preservation and community integration are better conducted and monitored.  They strengthen local and green economies and guide consumer influence, fostering responsible consumption and production and so much more in a cohesive enabling positive and lasting impact.

Let’s explore some of the ways sustainability certifications in tourism catalyze positive long-lasting impact!

1. Transition to Green Alternatives

Responsible consumption and production of tourism products and services is an integral part of sustainability. Sustainability certifications outline areas like energy, water, waste, procurement etc. They guide tourism businesses to implement more responsible practices and use more environmentally friendly products and services. This gives growing attention and attraction to green businesses or encourages existing suppliers to incorporate responsible practices in their production and distribution. Travelife for Tour Operators, for instance, guides tour operators on building and implementing a procurement policy, and improving internal environment management among other focus areas. This inspires the growth of nature-based solutions and demand for the green economy.

2. Adoption of Climate Friendly Practices

Sustainability certification sets measurable standards for reducing emissions and mitigating climate impact. Most certifications include robust criteria for monitoring and minimizing the environmental footprint of tourism businesses. These criteria often recommend adopting climate mitigation practices, such as carbon offsetting, energy efficiency measures, and sourcing locally to reduce transportation-related emissions. Climate Action Certification by Ecotourism Australia uniquely places attention on climate adaptation responses by Australian tourism businesses for carbon emissions reduction. This institutes an awareness of and commitment to climate action. Such certifications inspire industry-wide accountability and innovation, helping tourism transition toward a more climate-resilient future.

3. Tracking Progress

‘Sustainable growth depends on our ability to assess where we stand, adapt where needed, and move forward with clarity.’ 

Sustainability certifications provide structured, detailed and transparent frameworks for assessing and guiding tourism business’ performance in environmental, social and economic aspects. They enable monitoring and evaluation of adopted responsible tourism practices and their correlation in reducing business costs and risks, engagement with staff and community, environmental wellness and attracting conscious consumers. They enable continuous improvement through regular audits. Achieving higher levels within sustainability certifications is an admirable milestone that reflects a commitment to continuous improvement. Beyond recognition, these certifications serve as a foundation for sustainability, inspiring businesses to innovate, adapt, and raise their standards in pursuit of long-term impact.

4. Alignment to Global Sustainability Goals

Global sustainability goals and guidelines such as UN Tourism’s Global Code of Ethics, Paris Agreement 1.5, Global Sustainable Tourism Council Sustainability Criteria, World Travel & Tourism Council’s A Net Zero Roadmap for Travel & Tourism, Glasgow Declaration on Climate Action in Tourism, Sustainable Development Goals, International Labour Organization guidelines etc., offer directions on best practices for tourism businesses. These regulations are researched, and vetted by experienced bodies and individuals, often backed up with case examples to indicate practicality. Sustainability certifications embed such recommendations in their standards. The criteria in the certifications go further down refining principles to actionable steps, helping the adoption of responsible tourism practices. The Ecorating Certification by Ecotourism Kenya walks with accommodation facilities in Kenya in their sustainability journey. The Ecorating standards are built on and contextualized from the Global Sustainable Tourism Council industry criteria. This provides an opportunity for implementation and assessment of the feasibility of used guidelines and offers continuity of recognized best practices.

5. Social-Economic Growth of Local Communities

A significant criteria section of sustainability certifications looks into the well-being of local communities that interact with tourism businesses and their cultural heritage preservation. For example, Norway’s Sustainable Destination Label guides tourism enterprises to conserve culture and observe social norms such as conducive working environments and inclusive engagement for tourism development. These measures ensure that tourism services are responsibly produced and consumed, with tangible benefits flowing back to the communities.

Other areas touching on the social aspect recognized and recommended by the standards, are training opportunities available for staff and local communities’ representatives and outreach programs that address issues such as water scarcity,  health or educational support programs.  By emphasizing consistency and long-term engagement, these certifications help ensure that community support initiatives have lasting and meaningful impacts, fostering a culture of shared growth and sustainability.

6. Influencing Traveler Choices

Travellers and consumers wield significant power to shape markets, influencing their existence, scale, and offerings, as well as the development of regulatory frameworks. With the three planetary crises—climate change, biodiversity loss, and plastic pollution—posing severe global threats, their choices can drive a pivotal shift toward sustainability.

Sustainability certifications play a vital role in guiding responsible consumption within the tourism sector. These certifications adhere to rigorous, vetted standards that ensure authenticity and accountability. They serve as trusted indicators, showcasing a business’s commitment to environmental protection, community welfare, cultural preservation, and ethical practices.According to Booking.com’s 2024 Sustainable Travel Report which gathered insights from more than 31,000 travellers across 34 countries and territories, 45% of the respondents find an accommodation labelled as sustainable more appealing than one without. This indicates travellers’ increasing demand for more sustainable travel products. By choosing certified businesses, travellers not only help mitigate these crises and foster an industry more attuned to responsible tourism but also send a powerful signal to markets and regulators about the importance of prioritizing long-term environmental and social well-being.

Despite challenges associated with achieving and maintaining certifications, such as costs or limited access for smaller businesses, certifications are a starting point, inspiring broader behavioural and systemic changes in tourism. In addition, they help businesses and destinations build resilience against challenges like over tourism or climate change.