I-DEST – Smart, Sustainable, and Data-Driven Tourism Management for the Entire Tourism Ecosystem

By completing the I-DEST Provider Sustainability Questionnaire, tourism businesses can assess for free how well their operations align with international sustainable tourism principles.

The questionnaire examines over 80 criteria, including:

• management of sustainable operations;
• energy and water usage;
• reducing waste and food waste;
• the role of local products and suppliers;
• relationships with employees and the local community;
• protection of cultural and natural values;
• animal welfare and ethical practices;
• guest information;
• consideration of different accessibility needs.

The evaluation is based on the criteria of the Global Sustainable Tourism Council (GSTC). However, completing the questionnaire is a form of self-assessment: it does not constitute GSTC certification or independent sustainability accreditation. The GSTC criteria provide a shared international foundation for identifying the areas that need attention in sustainable tourism.

Providers can decide which sustainability information from their self-assessment they wish to make visible to guests.

The social aspect of sustainable tourism cannot be separated from accessibility. That’s why I-DEST does not use a single, generic “accessible” label but instead examines the specific conditions provided for guests with different needs.

The self-assessment can cover, among other things:

• guests with mobility impairments;
• visitors who are blind or visually impaired;
• guests who are deaf or hard of hearing;
• autistic visitors or those requiring special support;
• senior guests;
• families with young children.

The aim is not to obscure service details with a single label. Guests can access specific information about parking, entrances, restrooms, rooms, communication methods, or available assistance, enabling them to make truly informed decisions.

After completing the questionnaire, providers can view their sustainability results and the status of various focus areas on their internal dashboard.

The system not only highlights areas of strong performance but also provides personalised development information. This makes it easier to decide whether to focus on, for example, measuring energy consumption, increasing local procurement, refining accessibility information, or improving guest communication in the next phase.

The dashboard tracks:

• the current sustainability index;
• results for key focus areas;
• changes compared to previous assessments;
• areas for improvement;
• recommendations related to the service;
• family-, cyclist-, and pet-friendly features;
• accessibility results for different target groups;
• guest activities and feedback available in the system.

With appropriate data management and anonymisation, provider data can also support aggregated destination monitoring. This allows destinations to see progress based on data provided by local providers, rather than assumptions, and identify areas where joint programmes or support are needed. 

The I-DEST e-learning platform provides a practical knowledge base linked to the questionnaire and dashboard.

The short, self-paced learning materials help you understand what international criteria mean in daily operations. They don’t offer general sustainability theory but instead use tourism examples to show how to prepare, implement, measure, and communicate specific measures effectively to guests.

Training topics may include:

• energy and water conservation;
• reducing waste and single-use products;
• local procurement;
• preventing food waste;
• inclusive guest reception;
• protecting cultural and natural heritage;
• ethical communication;
• engaging guests;
• preparing for sustainability certifications.

Providers can select the learning materials most relevant to their next development steps based on their own results.

For guests, sustainability is often an abstract concept. The I-DEST Sustainability Challenges programme transforms providers’ specific measures into fun, on-site tasks.

Visitors can earn digital stamps, for example, by:

• refilling their water bottle;
• sorting waste for recycling;
• choosing a meal made from local ingredients;
• arriving by train or public transport;
• exploring the area on foot or by bike;
• ordering a plant-based dish;
• buying from a local producer;
• participating in a cultural, conservation, or community programme.

A challenge can only appear for a provider that genuinely meets the conditions for its completion. On-site QR codes link the commitment to the actual guest experience. Guests don’t receive a generic green message but see exactly what actions they can take at a specific location.

Providers can configure their dashboard to show which challenges they meet the conditions for and wish to make available to their guests.

Sustainability communication is credible when it is clear and specific to guests.

That’s why I-DEST public provider profiles don’t feature standalone labels but instead display specific information, such as:

• the business uses renewable energy;
• provides water bottle refill points for guests;
• offers facilities for separating at least four types of waste;
• features a menu partly based on local ingredients;
• offers at least two fully plant-based main dishes;
• provides detailed accessibility information on its website;
• does not offer programmes exploiting animals;
• holds an international or national sustainability certification.

I-DEST distinguishes between three types of information:

Self-assessment results: an index calculated based on the provider’s responses to the questionnaire.

Specific commitments or services: measures actually available to guests, such as water refill points, bike storage, or plant-based meals.

Independent certification: valid accreditation issued by an external certifying body.

Self-assessment results do not replace independent certification but can help prepare for it. Providers can modify, update, and decide which information to publish.

The I-DEST Ethical and Sustainability Code provides a shared reference point for providers and travellers using the system.

The code outlines principles such as:

• respect for local communities and cultures;
• responsible use of natural areas;
• human dignity and equal treatment;
• protection of children and vulnerable groups;
• honest communication;
• genuine sustainability claims;
• responsible treatment of animals;
• protection of personal and business data.

The code does not replace laws or industry regulations. It sets out the behaviour expected by the I-DEST community from those using the system as providers or guests.

Tourism providers can upload their introductions, services, programmes, and practical information in their native language.

I-DEST automatically translates the content into 20 languages, eliminating the need for providers to create and maintain every language version separately.

The multilingual system can cover:

• provider profiles;
• programmes and events;
• sustainability information;
• route stops;
• audio guide texts;
• guest challenges;
• administration and dashboard interfaces.

Automatic translation provides a starting point, and the content can be reviewed and refined if needed.

On the I-DEST internal administration interface, programmes and events can be coordinated at the destination level.

Providers’ own events can be included in the shared event calendar, where the destination manager can view and organise the local offering in a unified structure. This supports:

• identifying scheduling conflicts;
• planning seasonal and thematic offerings;
• collaboration between providers;
• multilingual presentation of programmes;
• joint communication;
• improving the temporal and spatial distribution of visitors.

Providers are not presented as isolated profiles but as part of the destination’s overall offering.

With the I-DEST route planner, providers and destinations can create thematic routes with multiple stops.

Routes can be linked to, for example:

• local gastronomy;
• wine or craft traditions;
• built heritage;
• natural attractions;
• cycling or walking programmes;
• family discovery trails;
• sustainability challenges;
• joint offers from multiple providers.

Each stop can include descriptions, images, map information, and audio guide content. For outdoor routes, content can be accessed via GPS, while indoor routes can use QR codes.

Routes can automatically become multilingual, allowing local stories and services to be shared with an international audience. The route planner is not just a navigation tool: it supports the creation of standalone, marketable, or communicable tourism products.

The I-DEST system is open to various types of providers, including:

• accommodation providers;
• restaurants, cafes, and catering businesses;
• museums and visitor centres;
• cultural and natural attractions;
• active and eco-tourism providers, geoparks, national parks, nature parks;
• local producers and artisans;
• event organisers;
• event venues;
• tour guides;
• travel agencies;
• members and managers of cultural and thematic routes;
• thematic and regional tourism networks;
• Tourinform offices and destination management organisations.

The system is suitable for both small family businesses and larger tourism providers. Sustainability development is presented not as a single end goal but as an ongoing, regularly updated process.

1. Complete the free self-assessment

The questionnaire shows where you perform well and where further actions may be needed.

2. Register your service

Create or update your provider profile with practical, accessibility, and sustainability information.

3. Decide what to make public

You determine which data, commitments, and results you want to share with guests.

4. Use the dashboard and e-learning

Review your results, select areas for improvement, and link them to relevant learning materials.

5. Join the challenges

Set up which sustainability tasks your guests can complete at your service.

6. Build joint tourism products

Link your events to the destination calendar or create multilingual routes supported by audio guides.

I-DEST helps tourism providers avoid generic green messages and instead clearly demonstrate what they are already doing, the results they have achieved, and the areas they aim to improve.

This way, guests don’t decide based on a label. They can learn about the specific features of the service, the business’s measures, available sustainability challenges, accessibility conditions, and any independent certifications.

Providers, on the other hand, gain access to a single system offering self-assessment, development information, training, multilingual visibility, guest engagement tools, and destination connections.