Good Travel Alliance
Destinations, tourism boards, sustainability experts and travel platforms have joined forces to select travel products, attractions, activities, events and trails that maximize social benefits while minimizing negative impacts on nature, culture and climate.
We measure these impacts, enabling the promotion of existing and new travel offers as Good Travel Experiences (GTEs), ensuring positive local impact.
Creation and recognition of Good Travel Experiences, enabling destinations to address over and undertourism, seasonality, visitors’ length of stay, and depopulation of rural areas
The Good Travel Alliance is collaborating with leading travel technology and industry partners to identify, recognise, promote, and sell Good Travel Experiences: Amadeus, Outdooractive, ITB Berlin, Adventure Travel Trade Association, GoGood, Tourism Cares, and among others. Market demand is clear, with more than 80% of travellers actively seeking sustainable travel options. Strategically developing Good Travel Experiences also helps destinations tackle key tourism challenges such as over- and under-tourism, rural depopulation, and short visitor stays. It can support the extension of tourism seasons and stimulate regeneration in vulnerable areas, including ski destinations and rural communities. Make your destination visible in the sustainable travel market. Reach out to us at alliance@gti.greendestinations.org
Creating Good Travel Experience Guides for destinations and countries, connecting them to the travel market, showing how visitors can make positive local impact
Following the publication of the first 100 Good Travel Experiences and the launch of the first city guide for Istanbul, new guides are now being prepared for Lanzarote, Corsica, Occitanie, and Greece. We invite forward-thinking destinations to collaborate with us on their own guide. Bringing validated travel experiences to market through our B2C partners is an effective and affordable way to support community wellbeing, safeguard cultural heritage, and encourage responsible travel. Explore full details on the Good Travel Guide website
Measure and monitor the impact of management actions, and of a certification process
San Diego (California) and the Ardennes region (Belgium and France) are the first pilot destinations for a new Good Travel Institute methodology aimed at evaluating and strengthening the overall destination experience. It measures sustainability performance and perception using Good Travel criteria, verified Good Travel Experiences, and a structured KPI framework. By tracking such measures before, during, and after certification, destinations can assess real progress against their own strategic targets, enabling smarter decisions, better resource allocation, and clearer accountability. The approach also helps destinations proactively manage over- and under-tourism, seasonality, and length of stay. It is closely tied to the Good Travel Experience (GTE) work already underway in both locations, showing how certification, verified experience development, and performance monitoring can strengthen one another.
Assessment of the Destination Experience, which may result in a Destination Experience Award
Where an independent assessment confirms sufficient performance, actively engaged destinations are eligible to receive a Destination Experience Award from the Good Travel Alliance, supported by a transparent score(card), boosting visibility with visitors and online travel platforms. Hotels and tourism businesses can also adopt the same measures, including the KPI framework to align their sustainability efforts with measurable outcomes and stronger market positioning. Get in touch today at alliance@gti.greendestinations.org
Validate green claims, since unverified claims will become illegal in September 2026
As of 27 September 2026, unverified sustainability claims to European consumers will become illegal as a result of the EU Green Transition Directive (2024/825). This is also a risk if you are established outside Europe. Green claims by DMOs and businesses can only be based upon real data of your impact. This requires benchmarking of your data by a certification body confirming that your environmental impact is less than average. The Good Travel Institute invites businesses and DMOs to have their performance and impact data monitored, benchmarked and validated, again enabling you to make appropriate sustainability claims. We are using globally harmonised indicators and key performance indicators (KPIs), under the auspices of the Good Travel Alliance. Indicator monitoring, benchmarking and validation will become part of our certification programs. Green Destinations and Good Travel Seal clients can start a free trial. Our indicator framework makes this process practical, comparable, and accessible, helping you move from commitments to measurable results. Stay updated on the KPI Framework at teamit@gti.greendestinations.org
To Experts: Trainings to become a sustainable travel product developer
More and more travellers are actively seeking sustainable travel products and accommodation, yet often struggle to find credible and clearly verified options. The Good Travel Alliance is therefore calling on more experts to support destinations in advancing sustainability and in developing travel products with a positive local impact. Participation in this new training course will equip sustainability specialists and product developers with the knowledge and tools to apply the Alliance’s innovative approaches in practice. Key benefits include:
- Learn how to become an auditor for business certification.
- Learn how to support destinations and businesses in developing Good Travel Experiences.
- Learn how to develop GTE Guides for destinations of any size
For more information, contact D’Arcy Dornan: darcy@gti.greendestinations.org
To Businesses: verification of travel experiences, so they will be promoted through our partner network (Outdooractive, Amadeus, Good Travel Guide, Meaningful Travel Map, GoGood a.o.
Our Founding Destinations
Our Founding Partners
Associate Destination Members
Here is a message from our members around the Globe
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Good Travel Alliance & BeCause Partnership
The Good Travel Alliance, Good Travel Institute, and BeCause have joined forces to introduce an innovative, data-driven system for assessing, visualizing, recognizing, and promoting sustainability across tourism suppliers, destinations, and certifications.
🔹 For Destinations (DMOs/NTOs):
✔️ Customizable sustainability reporting & benchmarking.
✔️ Live data insights on certifications, resource consumption, and carbon footprint.
✔️ Exclusive discounts for early adopters (up to 50% off in Year 1).
🔹 For Tourism Suppliers:
✔️ Free platform access to track sustainability metrics, certifications & integrate with key industry frameworks.
✔️ Predefined dashboards for water, waste, energy & carbon reporting.
✔️ Support in achieving certification via BeCause & GTA partners.
Join us today & lead the future of sustainable tourism!
This affordable, game-changing system empowers tourism stakeholders with actionable sustainability insights, driving real impact and supporting global sustainability goals.
