Global Recognition

Global and international expectations are changing as increasingly travellers, the community and governments demand authentic, unique, culturally responsible and environmentally sustainable experiences and the removal of greenwashing. Regulatory frameworks and international standards around certification labels and brands are expected and increasing. These changes strongly align with Ecotourism Australia’s values and our Certified Operators and Destinations because it represents transparency and credibility.

Travellers don’t just want destinations and tourism operators to say they are sustainable; they want them to prove and demonstrate it. More and more research show a growing demand for genuine ecotourism and sustainable tourism experiences that align with travellers’ conscious consumer values. This highlights the need for operators and destinations to step up their sustainability initiatives – and communicate them effectively.

Did you know?

The Global Sustainable Tourism Industry is expected to hit USD $11.4 trillion by 2032 (Sustainable Tourism Market report, Travel and Tour World, 2024).

75% of global travellers say that they want to travel more sustainably over the next 12 months (Booking.com, 2024 Report).

European Union Green Claims Directive (GCD) 2027

The rising demand for sustainable travel has led some businesses to engage in greenwashing, making false or misleading claims about their environmental practices to appear more eco-friendly than they are. To combat this, the European Union, a leader in sustainability standards, is introducing the Green Claims Directive (GCD) in 2027. This directive will apply to all consumer products, including tourism, to protect buyers from deceptive claims. Research by the EU found that over 50% of green claims contain vague or misleading information, and more than 40% lack supporting evidence. The GCD will require businesses to verify any environmental claims they make, ensuring that only substantiated claims can be used for commercial gain.

For Australia’s tourism industry, this means as global suppliers, businesses here will need to comply with these rigorous standards. Although certification is not currently required, once the GCD takes effect, it will become essential for operators and destinations to validate their claims to prevent greenwashing. Ecotourism Australia is working with the world’s top certifying bodies worldwide to ensure that sustainable tourism standards meet the upcoming EU requirements. Now is the time for Australian operators to proactively align with these standards, setting their sustainability practices in order well ahead of 2027.

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Recognised best practice standard and working globally to support the Australian visitor economy

Ecotourism Australia’s strategic partnerships with international organisations and key industry bodies continue to strengthen Australia’s sustainable tourism industry. We collaborate with world-renowned groups, including the United Nations Educational, Scientific and Cultural Organisation (UNESCO), UN Tourism, Green Destinations, WWF-Australia, Parks Australia, and the Great Barrier Reef Marine Park Authority (GBRMPA).

To ensure the highest standards in sustainability, Ecotourism Australia collaborates with the world’s leading certification bodies, such as Biosphere, Blue Flag, Good Travel Seal, Green Globe Certification, Green Key, TourCert, and Travelife, among others.

These global collaborations, covering more than 19,000 certified tourism entities worldwide, have been essential in setting and upholding international sustainability criteria for over 30 years. By working with these bodies, we promote quality management, continuous improvement, and independent verification audits, ensuring our certification aligns with recognised global standards.

Our certification is recognised by major platforms, including Travalyst, a global initiative offering sustainable insights guiding travellers to make informed choices. Through this recognition, ECO and Sustainable Tourism Certified Operators (excluding Nature Tourism level) will be highlighted through global platforms such as Booking.com, Google, Expedia, Trip.com, Tripadvisor, Amadeus, Sabre, Skyscanner, Travelport, Visa and Mastercard. This recognition not only raises our Certified Operators’ profiles but also assists travellers in making responsible, informed choices.

We are proud to be recognised on ATEC’s Tourism Trade Checklist — an industry-led platform which aims to promote quality tourism sellers who comply with Australia’s operational law and regulations. The checklist allows for sellers to easily upload their trade relevant information to a directory, which is then accessed by Australian-based and international buyers and trade partners. As a participant, we not only support accessible compliance information but also enhance the quality and sustainability of Australia’s tourism industry.

As demand for sustainability certification grows, especially among travellers seeking responsible tourism options, Ecotourism Australia and our global partners are committed to maintaining rigorous standards. Together, we work to protect core values, ensure the integrity of sustainability criteria, and align with emerging consumer protection legislation, including the European Union’s Green Claims Directive. This dedication enables us to continue providing accessible and affordable certification options, particularly supporting small and medium enterprises (SMEs) that make up a large portion of the tourism industry.

Through this collaborative approach, Ecotourism Australia and its partners ensure sustainable tourism certification remains both a credible benchmark and a driving force for positive environmental and social impact across the global visitor economy.