Sustainable Tourism in National Colours: White-Label Programmes Around the World

In this process, so-called white-label sustainable tourism systems are playing an increasingly important role. These systems enable a country or region to present itself under its own brand name, identity, and locally adapted programme, while operating on an established international sustainability standard, evaluation methodology, and even a digital monitoring system in the background. The key value proposition of the model is that each country does not need to independently develop sustainability requirements, evaluation methodologies, and monitoring processes: by building on a proven professional system, a national programme can be created more quickly, with more uniform requirements and lower methodological development costs. Thus, the local brand is not merely a new logo but a development and – with an appropriate monitoring system – certification framework based on international knowledge and methodology.

The white-label model creates different values for various stakeholders. For guests, it can simplify the interpretation of sustainability information and travel decisions, especially when it is clear which claims are based on self-assessment and which have been independently verified. For tourism businesses, it can provide a unified set of requirements, practical development guidelines, opportunities for self-assessment and certification, and greater market visibility through the shared national brand. For destination management organisations, it offers a shared methodology for engaging local service providers, collecting sustainability data, setting development priorities, and tracking results over time. At a national level, it allows for the performance of destinations to be compared using uniform criteria and for the measurable implementation of national tourism strategy goals. The greatest added value, therefore, is not the label itself but the fact that individual sustainability measures by businesses can be integrated into the development system of destinations and the country as a whole.

From the perspective of international credibility, it is particularly important to apply the GSTC criteria or the GSTC-recognised Green Destinations Standard. These systems do not only evaluate environmental protection but also sustainable management, the local economy, social responsibility, and the preservation of cultural heritage. A further advantage of Green Destinations is that it transforms international requirements into a concrete evaluation and development framework applicable at the destination level. Common standards establish the professional foundation for comparability and credible communication while also accommodating local characteristics. However, it is important to note that the application of international standards and the use of a white-label brand alone do not constitute independent certification: the credibility of this depends on the monitoring and certification procedures applied.

The essence of the white-label solution is that an internationally developed system is presented under a national or regional brand name. The local organisation can manage the programme's implementation, communication, and participant support, while the professional evaluation is based on the adopted international standard.

However, it is important to distinguish between three concepts.

The GSTC defines international sustainability standards. These cover sustainable management, socio-economic impacts, cultural heritage, and environmental impacts. The GSTC itself does not conduct certifications but plays a role in recognising standards and accrediting certification bodies.

The Green Destinations Standard evaluates the sustainability performance of destinations. The system, comprising 84 criteria, examines destination management, the preservation of natural and cultural values, environmental performance, social impacts, and the involvement of local tourism businesses. Recognition of a destination does not automatically mean certification of the businesses operating within it.

The Good Travel Seal is a sustainability system designed for tourism businesses. It evaluates and certifies the sustainability practices of accommodations, restaurants, attractions, and other tourism operators.

A well-structured national programme can integrate solutions for different target groups under a single national brand.

One of the most renowned national white-label examples in sustainable tourism.

Launched in 2015, Slovenia Green is the national sustainability programme of the Slovenian Tourist Board, developed in collaboration with GoodPlace and Green Destinations.

The programme's uniqueness lies in the fact that the international evaluation system of Green Destinations operates behind the national identity.

What does it evaluate and recognise?

Destinations are assessed based on the 84 criteria of the Green Destinations Standard. Performance is evaluated across six thematic areas, and destinations can achieve bronze, silver, gold, or platinum Slovenia Green Destination recognition depending on the requirements met.

Under the Slovenia Green umbrella brand, accommodations, travel agencies, natural parks, attractions, restaurants, and other tourism operators can also participate. For businesses, however, the national label often builds on an already obtained external sustainability certification accepted by the programme.

Connection with GSTC and the Green Destinations system: Destination evaluation is based on the GSTC-recognised Green Destinations Standard. It is important to note that the various recognition levels of Slovenia Green do not always equate to full GSTC-accredited destination certification.

One of the key lessons from the Slovenian model is that the evaluation of destination sustainability progress and the national-level presentation of service providers' certifications can be integrated into a single national programme.

More information: Slovenia Green – Green Scheme of Slovenian Tourism

A next-generation white-label solution aiming to engage the entire tourism ecosystem.

Thailand Good Travel is a central element of the Thailand Green Tourism Plan 2030. The programme was developed through the collaboration of the Thai tourism authority, Mahidol University, Green Destinations, and Travelife for Tour Operators.

The system is not just a national label but a nationwide initiative combining data collection, self-assessment, preparation, expert support, and various recognition opportunities.

What does it evaluate and recognise?

The programme identifies four key target groups: tourism destinations, community-based tourism initiatives, small accommodations (Small Good Stay), and tour operators.

The destination programme is linked to the Green Destinations Standard, while for businesses, the Good Travel and Travelife evaluation systems are applied.

One unique feature of Thailand Good Travel is the Green Scan preliminary self-assessment system. This helps participants understand sustainability requirements, identify gaps, and prepare for future certification.

However, preliminary self-assessment alone does not constitute full independent sustainability certification.

Connection with GSTC and the Green Destinations system: The programme is directly linked to the methodologies of Green Destinations, the Good Travel Seal, and Travelife, as well as the GSTC principles. Green Destinations presents Thailand Good Travel as a national white-label programme.

Thailand's example illustrates how a national sustainability programme can simultaneously serve as a tourism policy tool, a service development system, and a brand for the international market.

More information: Thailand Good Travel

A nationwide professional model based on Green Destinations, but not a classic state white-label programme.

Ecotourism Australia operates two destination certification programmes offering sustainability evaluations for areas with different tourism characteristics.

The ECO Destination Certification is primarily aimed at nature-focused destinations, while the Sustainable Tourism Destination Certification is also applicable to urban and other destinations not primarily centred on natural experiences.

What does it evaluate and certify?

The certification focuses on the operation of defined tourism destinations, their conservation and socio-cultural practices, and responsible tourism management.

The system considers factors such as the protection of natural values, community involvement, tourism's environmental impact, and long-term sustainable destination management.

In addition, Ecotourism Australia operates separate certification programmes for businesses in nature tourism and the broader tourism sector. These should not be confused with destination certification.

Connection with GSTC and the Green Destinations system: The programmes are linked to the Green Destinations international destination framework and GSTC principles.

The Australian solution is a nationally available professional certification system but not a unified state white-label programme for all of Australia's tourism.

More information: Ecotourism Australia – Sustainable Destinations

International practices are far more diverse than the scope of strictly defined white-label programmes.

Some countries base their own standards on GSTC criteria. Others integrate existing external certifications into a national development and communication system.

Finland supports the spread of sustainable tourism through the Sustainable Travel Finland (STF) programme. Operated by Visit Finland, the initiative treats sustainability not as a one-time certification but as a continuous development process.

What does it evaluate? The system is aimed at both tourism businesses and destinations. Businesses progress through a seven-step development process, including sustainability commitment, staff training, development planning, performance measurement, and communication.

An approved external audit-based sustainability certification is also required for the STF label for businesses. For destination recognition, the participation of local service providers and compliance with destination sustainability requirements play a key role.

International background: The programme operates in alignment with GSTC sustainability principles and relies on external certifications. It is not documented as a Green Destinations white-label programme.

More information: Sustainable Travel Finland

Swisstainable is Switzerland's national sustainable tourism programme, providing a shared umbrella brand for businesses and destinations.

What does it evaluate? The programme distinguishes three levels. The first level focuses primarily on sustainability commitment and documenting development intentions. At the second and third levels, external audits and approved sustainability certifications play an increasingly significant role.

Swisstainable's uniqueness lies in its approach of not creating a single new certification system for all participants. Instead, it supports the national-level presentation and recognition of existing certifications and sustainability performances.

International background: The programme relies on various internationally recognised sustainability certifications. It is not a Green Destinations white-label system, and participation in the Swisstainable programme does not equate to independent certification.

More information: Swisstainable

Norway is a pioneer in destination-level sustainability evaluation. The Sustainable Destination system presented by Visit Norway specifically supports the long-term development of tourism areas.

What does it evaluate? The system does not certify individual hotels or restaurants but examines the sustainable tourism management of destinations. Requirements include community involvement, the preservation of natural and cultural values, reducing environmental impacts, and economic sustainability.

The programme emphasises continuous development and regular re-evaluation of performance.

International background: Norway applies its own GSTC-Recognized destination standard. It is not a Green Destinations white-label programme.

More information: Visit Norway – Sustainable Destinations

Estonia's national tourism organisation, Visit Estonia, supports sustainable destination development by applying the Green Destinations international system. Participating destinations are set annual target values, and achieving these results in higher recognition levels within the Green Destinations system. Destinations receive funding for the next period only if the agreed targets with the national tourism organisation are met by the specified deadline.

What does it evaluate? The initiative supports sustainability assessments of destinations, the identification of development tasks, and progress within the Green Destinations recognition system.

International background: This is a direct collaboration with Green Destinations. However, the creation of an independent Estonian national white-label certification brand is not documented.

More information: Green Destinations – Visit Estonia

Turkey has chosen a particularly interesting solution by linking the fulfilment of sustainability requirements to gradually mandatory sectoral regulations.

What does it evaluate? The programme primarily focuses on the sustainable operation of accommodations. The evaluation examines environmental, social, cultural, and management requirements across multiple levels.

Compliance with the first two levels does not equate to full sustainability certification under the comprehensive requirements of the third level.

International background: Turkey has developed its own GSTC-Recognized tourism standard. The programme is not a Green Destinations white-label solution.

More information: Türkiye Sustainable Tourism Industry Criteria

Japan supports sustainable destination development with its national standard, abbreviated as JSTS-D.

What does it evaluate? The standard covers the management, economic and social impacts, cultural heritage, and environmental performance of tourism destinations.

Particular importance is placed on involving local stakeholders, monitoring tourism impacts, and long-term destination management.

International background: The JSTS-D is a unique Japanese standard that has achieved GSTC-Recognized status. It is not a Green Destinations white-label system.

More information: GSTC – Japan Sustainable Tourism Standard

Indonesia has developed its own national sustainable tourism destination standard.

What does it evaluate? The system examines the sustainability management, environmental performance, socio-economic impacts, and cultural heritage preservation of destinations.

International background: The national standard has achieved GSTC-Recognized status. This indicates alignment with international requirements but does not mean that all Indonesian destinations are certified.

More information: GSTC – Indonesia Sustainable Tourism Destination Standard

Cabo Verde has developed multiple national standards tailored to different target groups for sustainable tourism development.

What does it evaluate? The system includes specific requirements for tourism destinations, accommodations, and tour operators.

This is important because the sustainability responsibilities and measurable performance of different tourism stakeholders vary.

International background: The three national standards have achieved GSTC-Recognized status. This is a unique, internationally recognised standard system, not a Green Destinations white-label programme.

More information: GSTC – Cabo Verde

Costa Rica is one of the most renowned international pioneers in sustainable tourism. The Certification for Sustainable Tourism, or CST, is a long-standing national sustainability certification programme.

What does it evaluate? The system examines the operations of tourism businesses, with a particular focus on environmental protection, support for local communities, resource use, and responsible corporate governance.

The programme is applicable to various categories of tourism service providers.

International background: Costa Rica's national standard has achieved GSTC-Recognized status. It is not a Green Destinations white-label solution.

More information: Certification for Sustainable Tourism – Costa Rica

Chile supports responsible tourism operations with the Sello S sustainability label.

What does it evaluate? The programme is available for specific categories of tourism service providers, including accommodations, travel agencies, and tour operators.

The requirements examine economic, socio-cultural, and environmental sustainability, with external audits playing a role in the evaluation.

International background: The Sello S is a unique national, GSTC-Recognized standard. It is not a Green Destinations white-label programme.

More information: Chile – Sello S

New Zealand connects quality and sustainability requirements for tourism services through the Qualmark programme.

What does it evaluate? The system examines the operations of accommodations and tourism experience or programme providers. The requirements cover management, visitor experience, social responsibility, and environmental performance.

International background: Qualmark has its own GSTC-Recognized business standard. It is not a Green Destinations white-label system.

More information: Qualmark – Sustainable Tourism Business Standards

For the Seychelles, sustainable tourism is particularly important, as the success of tourism is closely linked to preserving the fragile island ecosystems.

What does it evaluate? The Sustainable Seychelles programme primarily focuses on the sustainability operations of accommodations. Requirements include environmental protection, resource management, support for local communities, and responsible tourism practices.

The programme's extension to other tourism business categories, such as restaurants and tour operators, has also been announced.

International background: The accommodation requirements system has GSTC-Recognized status. It is a unique national programme, not a documented Green Destinations white-label system.

More information: Sustainable Seychelles

In Mauritius, Blue Oasis is an initiative linked to the sustainability certification of tourism businesses.

What does it evaluate? The system assesses the sustainability operations of accommodations and tour operators.

The evaluation considers environmental, social, and operational requirements.

International background: The programme is linked to its own GSTC-Recognized standard and GSTC-accredited certification framework. It is not a Green Destinations white-label initiative.

More information: GSTC – Mauritius Standards Bureau

Austria applies its own national environmental label in the tourism sector as well.

What does it evaluate? The Austrian Ecolabel for Tourism primarily examines the environmental and sustainability operations of accommodations and other specified tourism businesses.

Key aspects include energy and water conservation, waste reduction, environmentally friendly procurement, and responsible operations.

International background: The Austrian tourism environmental label's accommodation standard has achieved GSTC-Recognized status. It is a unique national standard, not a Green Destinations white-label system.

More information: GSTC – Recognized Hotel Standards

In Argentina, the Hoteles más Verdes programme specifically supports the sustainability development of the hotel industry.

What does it evaluate? The system examines the sustainable operations of hotels, their resource management, environmental measures, as well as social and organisational practices.

International background: The programme has its own GSTC-Recognized hotel standard. It is not a national destination certification but a hotel industry-focused initiative.

More information: Hoteles más Verdes

In Canada, GreenStep operates sustainable tourism evaluation and development programmes.

What does it evaluate? The system offers separate solutions for tourism destinations and businesses. Destination evaluation examines tourism management, local community impacts, and environmental performance, while the business programme focuses on the operations of individual service providers.

International background: GreenStep applies GSTC-Recognized standards. It is nationally available but not a unified state white-label brand.

More information: GSTC – Recognized Destination Standards

In Egypt, the Green Star Hotel programme was created to develop the sustainable operations of accommodations.

What does it evaluate? The certification focuses on the environmental and sustainability performance of hotels, including energy and water management, waste handling, and other operational measures.

International background: The programme's hotel standard has achieved GSTC-Recognized status. It is not a Green Destinations white-label system and does not certify the overall sustainability of destinations.

More information: GSTC – Recognized Hotel Standards

Singapore has launched significant initiatives in the development of sustainable business tourism and the events industry.

What does it evaluate? The sustainable MICE requirements examine the operations of stakeholders involved in conferences, congresses, exhibitions, and other business events.

Sustainability aspects include the environmental impact of events, resource use, procurement practices, and responsible event organisation.

International background: A GSTC-Recognized MICE standard has also been introduced in Singapore. This focuses on a specific area of tourism, not a general destination or Green Destinations white-label system.

More information: GSTC – Recognized Standards and Accreditation

Green Destinations is involved in several national projects that do not necessarily result in a new, proprietary certification system.

In Sri Lanka, with the support of the Sri Lanka Tourism Development Authority and the UNDP, Green Destinations participated in preparing Sigiriya for sustainable destination recognition and recognising 200 micro, small, and medium-sized enterprises through the Good Travel Seal programme.

What does it evaluate? The destination development process is linked to the Green Destinations framework, while the business programme is based on the Good Travel Seal methodology.

The national sustainability collaboration is documented, but a separate national white-label brand is not verified.

More information: Green Destinations – Sri Lanka

In collaboration with the Guyana Tourism Authority, Green Destinations conducted a national sustainability assessment, provided business support, and implemented an evaluation programme based on the Good Travel Seal.

What does it evaluate? The programme examines the sustainability operations of tourism businesses, their development needs, and alignment with international requirements.

The initiative is linked to the Good Travel Seal and Green Destinations methodology, but no independent, documented national white-label label is identifiable.

More information: Green Destinations – Guyana

In Kyrgyzstan, the Green Tour project established local expert and auditor capacity linked to the Good Travel Seal methodology.

What does it evaluate? The focus was on the sustainability operations and development of tourism businesses, not on creating a verified new national white-label label.

The project's significance lies in linking the application of international sustainability requirements with local expertise and practical business development.

More information: Green Destinations – Kyrgyzstan

These projects demonstrate that a country can begin sustainability data collection, business preparation, and the development of a local expert network even before creating a national certification brand.

White-label solutions operate not only at the national level. Several regions or special-status areas have developed their own sustainability brands.

Austria was the first to implement province-wide sustainable tourism destination certification in Burgenland. In April 2025, all three tourism regions – Nordburgenland, Mittelburgenland-Rosalia, and Südburgenland – achieved the Österreichisches Umweltzeichen für Tourismusdestinationen and international TourCert certification, which was officially presented in July 2025. The process involved a total of 171 municipalities, lasted 14 months, included external audits, the establishment of sustainability advisory boards, and the involvement of over 500 participants.

What does it evaluate? It does not certify individual tourism businesses but evaluates the sustainability operations of destinations, with a particular focus on climate protection, environmental management, mobility, social responsibility, and the involvement of local stakeholders.

International background: The Austrian destination environmental certification (UZ 82) is based on GSTC criteria and the European ETIS indicator system, while TourCert has its own GSTC-recognised destination standard. The Burgenland model is therefore not a Green Destinations white-label programme but a coordinated application of two independent certifications at the provincial level.

More information: Burgenland Tourismus – Province-wide dual certification

South Tyrol in Italy supports the development of the tourism sector with its own regional sustainability label.

What does it evaluate? The system covers both destinations and tourism businesses but with different requirements. For destinations, it examines sustainable tourism management, environmental and social impacts, and the involvement of local communities. For businesses, the focus is on the sustainability practices of accommodations and restaurants.

International background: South Tyrol has a GSTC-Recognized regional destination standard and a connection with Green Destinations certification. The programme is an important example of applying international principles under a regional brand.

More information: Sustainable South Tyrol

The Caribbean island of Bonaire combines the recognition of sustainable tourism businesses with local environmental challenges through the Blue Destination Certification programme.

What does it evaluate? The sustainability operations of businesses, with a particular focus on marine environment protection, resource management, waste handling, and community impacts.

The programme's unique feature is its integration of international requirements with local considerations related to coral reefs and the vulnerable marine ecosystem.

International background: A Good Travel Seal-based, documented white-label solution.

More information: Green Destinations – Bonaire

Spain's Costa del Sol region has developed its own sustainability initiative with the Huella Zero programme.

What does it evaluate? The programme examines the sustainability operations of the region's tourism businesses, including accommodations, restaurants, and tour operators.

International background: A regional white-label business programme developed in partnership with Green Destinations.

More information: Green Destinations – Costa del Sol

In Turkey's Bursa region, the Green Bursa initiative focuses on the sustainability development of tourism businesses.

What does it evaluate? The sustainability measures and operational practices of service providers.

International background: A regional white-label initiative linked to the Good Travel Seal.

More information: Green Destinations – Good Travel Event

Regional examples demonstrate that one of the greatest advantages of the white-label system is not just the use of a proprietary brand name but the ability to incorporate local sustainability challenges.

A national brand, an international standard, and independent certification are three distinct concepts.

A country's sustainability label does not automatically become GSTC-accredited certification simply because the programme considers GSTC criteria.

GSTC-Recognized status indicates that a standard's content meets international requirements. GSTC accreditation, on the other hand, relates to the professional competence, impartial operation, and monitoring system of the certification body.

Destination sustainability recognition and service provider certification are also not interchangeable. If a city achieves Green Destinations recognition, it does not mean that all its hotels and restaurants are certified.

Similarly, registering for a national programme, completing a self-assessment questionnaire, or achieving a preliminary sustainability level does not equate to full independent certification.

The foundation of credible sustainability communication is therefore making it clear to visitors who evaluated what, based on which requirements, and using what verification process.

International examples show that national programmes create value not only by issuing certifications and logos.

Well-functioning systems integrate sustainability requirements into everyday destination management.

They help service providers evaluate their operations and assist local tourism organisations in linking sustainability goals to specific, actionable measures.

Data collection, stakeholder engagement, monitoring, training, and public communication can thus become a single development process.

This is particularly important for smaller destinations and tourism businesses, where obtaining international certification often requires longer preparation.

One of the most important opportunities of white-label and national umbrella programmes is therefore supporting gradual progress, not just recognising those who already achieve high sustainability performance.

I-DEST aligns with this international development direction, primarily as a digital destination management and monitoring tool.

The system supports destinations and tourism service providers with data collection and self-assessment tools aligned with GSTC standards and the UN Sustainable Development Goals (SDGs).

Sustainability measures provided by local service providers can be collected in a structured way, and the results can be used in aggregated destination-level monitoring.

The system can also display specific commitments and their SDG connections to visitors.

I-DEST's self-assessment and monitoring results do not replace independent sustainability certification. However, they support preparation, tracking performance changes, and organising data needed for national or international sustainability programmes.

The platform also allows for destination-specific branding and independent local data management, making it a technological backbone for various regional and national sustainability initiatives.

The examples of Slovenia, Thailand, Australia, and other highlighted countries show that there is no single solution for all countries.

Some adopt international systems and operate them under their own brand name. Others create their own GSTC-based standard or integrate existing certifications into a national development programme.

The shared goal, however, is the same: sustainability should be measurable, progress trackable, and communication credible and understandable.

The true value of future sustainable tourism brands lies not in the logo but in the system behind it and the verifiable results it delivers.