Making mindful choices in relaxation too – what does it mean if a place has a GSTC-based sustainability certification?

But how can we know if an accommodation or service provider is genuinely operating sustainably and not just using green labels as a marketing ploy? This is where the GSTC – the Global Sustainable Tourism Council comes in, with its international criteria, which today serves as the most widely recognised professional foundation for sustainability certifications in tourism. The GSTC aims to provide a transparent and reliable framework for both service providers and travellers – and it also underpins initiatives such as Travalyst, as well as sustainability ratings by Booking.com, Google, and Tripadvisor.

The GSTC is an independent global organisation established under the auspices of the UN to provide a common language and framework for sustainability certifications. It does not certify directly but instead recognises systems that meet its internationally accepted criteria – such as Green Destinations, Good Travel Seal, Travelife, Bioscore, or EarthCheck.

The GSTC criteria are built on four main pillars:

1. Responsible management

This evaluates the organisation's internal governance and strategic commitment – including environmental performance measurement, sustainability goals, and staff engagement.

2. Environmental considerations

This includes optimising energy and water use, reducing waste, minimising food waste, and protecting natural habitats.

3. Respect for cultural values

The GSTC considers how local culture, traditions, built heritage are preserved, and how cultural sensitivity is ensured for visitors.

4. Community responsibility

The system also evaluates how tourism providers contribute to the local economy, job creation, social equity, and partnerships.

Many people think sustainability certification is just a simple “green label” that can be achieved with a few LED bulbs or recycled paper. However, the reality is far more complex. The GSTC criteria, depending on whether it concerns a destination, tourism provider, event, or attraction, currently include specific requirements that providers or destinations must meet. These are based on four pillars (economic operation, environmental impact, cultural heritage, social responsibility), and each must be supported with detailed documentation, data, and practical examples to demonstrate compliance.

The certification process is not just about collecting signatures and declarations, but involves months – or often years – of intensive preparation. This can include strategy development, staff training, engaging local partners, implementing monitoring systems, and external audits. The certifying organisations recognised by the GSTC (such as Green Destinations, Bioscore, Travelife) can only issue the “GSTC Certified” label if every single criterion has been demonstrably met, and this has been verified by an independent auditor.

This process is so thorough because the goal is not to legitimise superficial solutions but to ensure genuine, systemic sustainability. That is why there are very few providers or destinations globally that are truly eligible to use the “GSTC Certified” label – but for those that achieve this level, guests can be confident that their operations are genuinely sustainable, not just greenwashing.

Helsinki, for example, began working towards certification in 2021 but only received the GSTC Certified title in March 2025, becoming the first major city in the world to do so. 

The goal of Travalyst is to present these professionally established criteria in a more accessible and unified way on travel platforms – for instance, behind Booking.com’s “Travel Sustainable” labels, which are based on the Travalyst system and largely supported by GSTC-recognised certifications. This ensures that travellers receive reliable information during booking about how sustainable a particular accommodation is and in which areas.

The system’s aim is not just to collect “green points” but also to support the gradual improvement of accommodation providers – so even those who do not yet have full certification but are taking steps towards sustainability can still appear among the options committed to sustainable practices.

When you choose accommodation or a tourism service with a GSTC-based sustainability certification, you are essentially saying yes to a system built on a reliable professional foundation. This helps you ensure that your money supports a place that:

• takes genuine steps in environmental and social responsibility,

• offers not just a spectacle but a meaningful experience,

• strengthens local economies and communities, rather than just serving them,

• contributes to preserving cultural diversity, while educating and raising awareness.

In Hungary too, more and more providers are joining GSTC-recognised systems, whether they are accommodations, tour operators, or destinations. Appearing on international platforms, benefiting from Travalyst’s “visibility advantages,” and gaining the trust of conscious travellers all indicate that sustainability is no longer a niche but a market requirement.