Founded in 1991, Ecotourism Australia, the organisation behind the world’s first national ecotourism certification program, is celebrating 35 years of advancing sustainable tourism and shaping what credible, independently verified sustainable tourism looks like in Australia and internationally.
Initially established in November 1991 as the Ecotourism Association of the Indo Pacific Region, the not-for-profit has grown from a visionary idea into a globally recognised peak body, today certifying some 2,500 tours, attractions and accommodation providers across Australia and the Pacific.
With its programs recognised by leading global platforms including Booking.com, Google, Travalyst and ABTA, and its standards shaping sustainable tourism certification internationally, most recently through its role as a founding member and inaugural chair of the global Tourism Sustainability Certifications Alliance (TSCA) whose members collectively certify more than 19,000 travel and tourism enterprises, organisations, and destinations worldwide, Ecotourism Australia remains a global leader in sustainable tourism.
From launching the world’s first national ecotourism certification program in 1996, to establishing the ECO Destination Certification program in 2018 and the Sustainable Tourism Certification in 2022 to serve the non-nature-based visitor economy, Ecotourism Australia has consistently set the standard for what responsible tourism looks like in practice.
People play pioneering role in protecting our natural and cultural heritage
Ecotourism Australia CEO Elissa Keenan said the people and businesses who have helped shape Ecotourism Australia and the sustainable tourism movement over more than three decades have played a critical role in achieving these milestones.
“From the early pioneers who recognised that tourism could play a positive role in protecting our natural and cultural heritage, to the passionate small and family-ownedbusinesses that led the way in demonstrating global best practice, their commitment and leadership have been central to the organisation’s success,” Ms Keenan said.
“Today, that legacy continues through a growing community of certified operators, from small regional businesses to some of Australia’s largest tourism and hospitality groups, all demonstrating that sustainability is not defined by the size of a business, but by its commitment to meaningful action and continuous improvement.
“Together, they have helped establish Australia as a global leader in sustainable tourism and continue to raise the standard for the industry.”
While the organisation marks such a significant milestone, Ms Keenan said the recognition won’t stop this year, with the celebrations continuing into 2027 to mark 30 years since Ecotourism Australia awarded the world’s first ECO Certification to a tourism operator.
“This next milestone will provide another opportunity to recognise the pioneering operators who helped establish a global benchmark for ecotourism, celebrate the businesses that have maintained their commitment over decades, and reflect on the enduring role of independent certification in shaping a more sustainable tourism industry.”
Image – ECO Certified at the Advanced level, Binna Burra Lodge were early pioneers who recognised that tourism could play a positive role in protecting our natural and cultural heritage.
Fundamentals of credible certification remain constant in a changing landscape
Today, as scrutiny of environmental claims intensifies globally and the EU’s Empowering Consumers for the Green Transition Directive reshapes expectations for sustainability communication, Ms Keenan said the rigour and credibility of Ecotourism Australia’s certification programs have never been more relevant.
“The pioneers who established Ecotourism Australia and its certification program were ahead of their time, and the thousands of people and businesses who have contributed to our journey since have built on that vision,” Ms Keenan said.
“While the landscape has changed enormously since 1991, the fundamentals of credible certification have not.
“Strong standards, independent verification, evidence-based assessment and continuous improvement. That is what we were built on, and it is what we will continue to stand for.
Ms Keenan said the organisation’s focus was firmly on the future, with ambitions to grow its certified community across Australia and the Pacific, deepen its advocacy for government policy settings that support and reward credible sustainability, and continue its work with the TSCA to strengthen global certification standards.
“As scrutiny of environmental claims intensifies worldwide and regulation continues to evolve, the role of independent, third-party certified certification has never been more critical,” she said.
“We will keep raising the bar for credible, practical and impactful sustainable tourism in Australia and globally to support our industry’s long-term viability, protect the natural and cultural assets it depends on, and to help local communities thrive.”
Image – ECO Certified at the Advanced level, Exceptional Kangaroo Island offer luxury small group and private island and wildlife tours and were one of the pilot businesses in developing Ecotourism Australia’s original certification scheme.
New Chair focused on making sustainability central to tourism
Recently appointed as Chair of Ecotourism Australia’s Board and Owner/Director of Diverse Travel Australia, Caroline Densley said she was honoured to lead the Board and continue the commitment and support to the organisation as it celebrates 35 years.
“It’s an honour to chair Ecotourism Australia’s Board at such an exciting time as we not only reach this significant milestone, but also look ahead to the future,” Ms Densley said.
“Our 35-year anniversary speaks to the enduring relevance of what our organisation set out to do, and to how much the sustainable tourism movement has grown around us since.”
In recognising the organisation’s success over the past 35 years, Ms Densley said it was important to reflect on the fact that Ecotourism Australia was built on the commitment of so many people who believed in what it stands for.
“We particularly acknowledge our Life Members, Hall of Fame operators who have maintained certification for 20 years, and Green Travel Leaders who have demonstrated that same commitment for more than a decade,” she said.
“We also extend our sincere thanks to the many volunteer Directors, past and present, industry leaders, partners and friends who have generously contributed their time, expertise and support over the years.
“Their collective contribution has helped shape the organisation we are today and laid the foundations for the next generation of sustainable tourism leadership.”
For Ecotourism Australia’s next chapter, Ms Densley said making sustainability central to how tourism businesses operate, how destinations are managed and how Australia promotes itself to the world will be critically important.
“We want to help more businesses achieve ECO and Sustainable Tourism Certification and work with government to embed sustainability in the policies that shape our industry,” Ms Densley said.
“Strengthening partnerships here and overseas, particularly in the Pacific, expanding our relationships with First Nations communities and championing our certified operators will be key priorities.
“Ultimately, sustainable tourism is about delivering lasting benefits for businesses and communities while protecting the natural and cultural places that make our destinations special.”
ENDS
Media contacts:
Kate Scott
Communication & Engagement Manager
commsmanager@ecotourism.org.au
(07) 3256 6777
Emily Flanagan
Communication & Engagement Specialist
communications@ecotourism.org.au
(07) 3256 6777
About Ecotourism Australia
Ecotourism Australia is a non-government, not-for-profit organisation, established in 1991, that promotes and supports Australia’s visitor economy through building capacity and actively promoting sustainable tourism operations and systems. Our legacy program – ECO Certification – was the world’s first national ecotourism certification program and the Sustainable Tourism Certification, launched in 2022 supports non-nature-based businesses achieve global best-practice. Today there are some 2500 accommodation, tours and attractions certified by Ecotourism Australia. Ecotourism Australia is also a founding member of the Tourism Sustainability Certifications Alliance (TSCA), a global association for sustainable tourism established in January 2025. TSCA members are responsible for certifying more than 19,000 travel and tourism enterprises, organisations, and destinations across the globe – representing the largest cohort of certified operators worldwide.