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

But how can we tell if an accommodation or service provider genuinely operates sustainably and isn’t 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 form the most widely accepted professional foundation for sustainability certifications in tourism. The GSTC aims to provide a transparent and reliable framework for both providers and travellers – and also serves as the basis for 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 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 measuring environmental performance, setting sustainability goals, and involving employees.

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 the tourism provider contributes to the local economy, job creation, social equality, and partnerships.

Many people think sustainability certification is just a simple “green label” that can be earned with a few LED bulbs or recycled paper. However, the reality is far more complex. The GSTC criteria system, depending on whether it’s a destination, tourism provider, event, or attraction, currently includes over 100 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.

The certification process is not just about collecting signatures and declarations; it involves months – or often years – of intensive preparation. This may include strategy development, staff training, involving local partners, implementing monitoring systems, and external audits. Certification bodies 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 verified by an independent auditor.

This thorough process ensures that the goal is not to legitimise superficial solutions but to guarantee real, systemic sustainability. This is why there are very few providers or destinations globally that are genuinely eligible to use the “GSTC Certified” designation – but for those that achieve this level, guests can be confident that their operations are not just green in appearance but genuinely sustainable.

Helsinki, for example, began preparing for 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 grounded criteria in a clearer and more unified way on travel platforms – for instance, behind Booking.com’s “Sustainable Travel” labels, which are based on the Travalyst system and largely rely on GSTC-recognised certifications. This ensures that travellers encounter reliable information during booking about how sustainable a given 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 those who don’t yet have full certification but are taking steps towards it can also appear among the sustainability-committed options.

When you choose accommodation or a tourism service with 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 towards 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, more and more providers are joining GSTC-recognised systems, whether it’s accommodations, tour organisers, 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.