Monday, June 2, 2025
The inaugural Good Travel Alliance (GTA) Summit will serve as a cornerstone event during the highly anticipated Green Destinations 2025 global conference. Bringing together regional, national, and international stakeholders, the Summit will showcase cutting-edge tools, global best practices, and strategies to accelerate the development and adoption of Good Travel Experiences (GTEs)—a transformative approach to sustainability in tourism.
Held under the umbrella of Green Destinations, an internationally recognized organization supported by the European Commission, UNDP, and aligned with the UN Sustainable Development Goals (SDGs), the Summit reinforces a critical shift from certification to impact-oriented, experience-driven sustainable travel models.
A Summit Beyond Certification
Unlike conventional sustainability summits that often focus solely on destination standards, the Good Travel Alliance Summit 2025 takes an innovative approach by prioritizing activities and travel experiences as key connectors between travellers, local communities, and sustainability goals.
As described by the GTA founding members, this event is a “next-generation dialogue” where real-world tools, measurable outcomes, and cross-sector collaboration shape the future of sustainable tourism.
Confirmed features of the event include:
- Presentation of PASS and TASS Tools:
- The Product and Activity Sustainability Scan (PASS) and Trail and Activity Sustainability Scan (TASS) tools are pioneering digital assessments developed to help destinations, tour operators, and activity providers measure sustainability metrics. These tools were created in collaboration with industry researchers and will be presented by Dr. D’Arcy Dornan and Elisabeth Boon, both leaders in sustainable tourism analytics and implementation.
- Showcase Panel: Enablers in Action:
- Moderated by Holger Sigmund, this expert panel will feature case studies from GTA founding destinations including:
- Lviv (Ukraine) – Accessibility & Community Innovation
- Lanzarote (Spain) – Regenerative Education
- Belize, North York Moors (UK), Jordan, and Corsica (France)
- These destinations will demonstrate how GTE tools are already improving inclusivity, education, and environmental stewardship.
- Moderated by Holger Sigmund, this expert panel will feature case studies from GTA founding destinations including:
Call for Speakers: Global Participation Encouraged
Open through the end of June 2025, the Call for Speakers invites tourism boards, sustainability experts, destination managers, and community leaders to present their unique stories or projects. Speaker applications are available in both English and French, reflecting the Summit’s commitment to multilingual accessibility and international collaboration.
Interested speakers are encouraged to align their proposals with:
- Climate action and low-carbon travel
- Community empowerment and local entrepreneurship
- Nature conservation through tourism
- Cross-cultural travel experiences
- Accessible tourism and inclusive design
This aligns with the United Nations World Tourism Organization (UNWTO) and OECD’s recommendations for sustainable tourism models that center local impact and resilience.
Celebrating Sustainability Success: Green Destinations Awards
The Summit will coincide with the annual Green Destinations Awards ceremony, spotlighting destinations whose sustainability achievements have been independently verified against the Green Destinations Standard. This globally recognized benchmark evaluates governance, environmental management, cultural preservation, and social equity in tourism development.
Awarded destinations in 2025 include:
- Camarones, Chile – Celebrated for preserving its ancient history, natural beauty, and cultural identity across desert and coastal regions.
- Urla and Selçuk, Türkiye – Commended for culinary sustainability, deep historical roots, and commitment to heritage tourism.
- Saranda, Albania – Recognized for merging historical charm with coastal biodiversity and community-centered tourism.
- Vukovar-Srijem County, Croatia – Honored for championing slow travel and heritage preservation through cycling and rural gastronomy.
- Blekinge Region, Sweden – Noted for its UNESCO Biosphere Reserve status and creative coastal urban-rural synergies.
Each awarded destination has demonstrated adherence to criteria outlined by GSTC (Global Sustainable Tourism Council) and aligns with national tourism development strategies, including those of Chile’s Sernatur, Türkiye’s Ministry of Culture and Tourism, and Sweden’s Ministry of Enterprise and Innovation.
Driving Practical Skills: Pre-Conference Training Program
From 27–28 September, the Green Destinations team will offer an in-depth training workshop on how to apply the Green Destinations Standard in local contexts. Designed for tourism professionals, municipalities, and sustainability officers, this course covers:
- Sustainability impact measurement
- Destination management best practices
- Policy integration
- Action plan development
- Green certification pathways
Held at the Hotel Courtyard in Montpellier, the workshop will accommodate up to 30 participants. Registration fees include access to an online course and exam, with pricing between €315 and €450.
This initiative is closely supported by the European Union’s Interreg program and contributes to broader capacity building efforts in tourism governance.
The Good Travel Stories Competition: Private Sector in Focus
To complement destination-focused efforts, Green Destinations has launched the Good Travel Stories Competition 2025. Businesses, especially micro, small, and medium enterprises (MSMEs), are invited to showcase sustainable travel experiences in three categories:
- Climate – Carbon-conscious travel innovations
- Nature – Biodiversity and habitat protection
- People & Culture – Community enrichment and cultural preservation
Entries may be submitted as videos or image-based stories, with evaluation criteria including:
- Demonstrated impact
- Replicability
- Community integration
The competition, open globally, aims to amplify private-sector contributions to tourism resilience and provide a platform for SMEs, artisans, guides, and operators often overlooked in traditional award schemes.
Advancing Sustainability in Sri Lanka and the Ardennes
In two standout regional projects, Green Destinations is currently leading on-the-ground transformation in:
- Sri Lanka: Supported by UNDP and the Sri Lanka Tourism Development Authority (SLTDA), Green Destinations has facilitated sustainability assessments for 200+ MSMEs across Sigiriya, Colombo, and Negombo, culminating in a Bronze Award for Sigiriya. This pilot is part of the National Sustainable Tourism Certification Scheme (NSTC).
- Ardenne (France-Belgium): As part of the Ardenne Tourisme Responsable pour Tous (ATRT) initiative funded by Interreg France-Wallonie-Vlaanderen, Green Destinations is helping the region develop shared governance, accessibility frameworks, and performance indicators aligned with the UN SDGs.
A New Era in Destination Governance
The GTA Summit and Green Destinations 2025 Conference reflect a turning point in global tourism. With support from the European Union, national tourism authorities, and sustainability-focused NGOs, the event promotes:
- Shared governance
- Data-driven decision-making
- Community-centric tourism growth
In Montpellier, from 27 September to 1 October, global stakeholders will gather to reimagine tourism—not as an extractive industry but as a regenerative force that respects heritage, protects nature, and empowers communities.
Official Sources Referenced:
- Green Destinations
- UNWTO – Sustainable Development of Tourism
- European Commission – Interreg Cooperation
- Sri Lanka Tourism Development Authority
- GSTC – Global Criteria
- OECD Tourism Trends and Policies
