How to certify destinations?

"Austria's commitment to comprehensive sustainability must be credibly lived internally and clearly visible externally. Particularly sustainable businesses and regions should act as role models and be identified through awards and voluntary certification systems, such as quality and environmental seals." (Masterplan Tourismus, Wien 2019)

The field of action "Positioning Austria as a "green" destination" from the current "Master Plan for Tourism" confronted the Austrian Ecolabel team with the question of whether and in what form an environmental or sustainability certification for tourism destinations could be implemented in this country as a supplement to the existing Ecolabels for businesses and travel offers.

Examples from our neighbouring countries show the practical implementation of sustainability ratings of tourist destinations.

Example "Sustainable Destination" by TourCert

In 2014, the "TourCert" certificate, which is primarily active for tour operators, was extended to destinations. As part of a pilot project in Baden-Württemberg, the "Sustainable Destination" certification was established as the first such award in the German-speaking region.

TourCert's destination certification follows a management-based approach. The certification process is led by the destination management organisation (DMO, e.g. spa administration, tourism marketing organisation or regional tourism association) and accompanied by the TourCert team in workshops.

Continuous improvement is the "heart" of the TourCert system. "Important parameters are the quality of products & services, customer orientation, careful use of resources, accessibility and offers in the field of sustainable mobility. A sustainable destination is a joint effort that thrives on the cooperation of all participating institutions and businesses in a spirit of partnership." (www.tourCert.org). The criteria and their indicators cover all areas of sustainability with the areas of management (strategy and planning as well as development of sustainable tourism offers), economy (economic security and local prosperity), environment (protection of nature and landscape and resource management) as well as social aspects (culture and identity, public welfare and quality of life). Appropriate (online) tools are provided for implementation.

The system works in tourism destinations of different sizes. This is demonstrated by the destinations certified in Baden-Württemberg, such as the health resorts Bad Herrenalb, Bad Mergentheim and Bad Dürrheim, the tourism communities Hochschwarzwald and Nördlicher Schwarzwald, the municipality of Baiersbronn, thed city of Stuttgart, Europa-Park in Rust and the Island of Mainau.

Slovenian forests. Copyright by Aleš Zdešar.

Example "Green Destinations" in Slovenia

The path taken by the Slovenian Tourist Board with the umbrella brand "Slovenia Green" is also very interesting: for the "Green Scheme of Slovenian tourism" (GSST), high-quality certifications such as the EU Ecolabel for accommodation establishments or Travelife are recognised at the operational level, while at the destination level a cooperation with the "Green Destinations“ initiative was entered into. The criteria of the Green Destinations Standard must be met in order to receive the label in bronze, silver or gold. This standard defines requirements in six thematic areas (destination management, nature & landscape, environment & climate, culture & tradition, social well-being and business & hospitality).

Almost 50 Slovenian regions of different sizes have already undergone an assessment in all three categories, for example the Slovenian capital Ljublijana and the "Alpine Pearl" Bled were awared gold, the border town with Italy Nova Gorica and the well-known winter sports resort Kranjska-Gora silver or Kočevsko, the land of secret forests bronze.

International framework - GSTC - Destination Criteria

The global framework for certifications of sustainable tourism destinations is provided by the "Destination Criteria" of the Global sustainable tourism council (GSTC). These were developed as basic criteria for sustainable tourism for the standardisation and comparability of the different certification systems. The implementation of the GSTC standards is thus a prerequisite for international recognition of a tourism sustainability certification. TourCert is still striving for this for its destination criteria, the standard of "Green Destinations" has already been recognised as one of eleven certification systems as GSTC-equivalent.

In Austria, the sustainability certification of destinations would close an important missing link in the certification chain of tourism offers. However, it is first necessary to make this complex process understandable for destinations and to make the benefits of such an award clearly recognisable. The adaptation of an already existing and proven system would be a sensible and resource-efficient option to credibly implement the goal formulated in Plan T of "establishing sustainability as a unique selling point for Austrian tourism". Challenging discussions on this are guaranteed.