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Created for destinations around the world, this programme will provide the insight to help you become a sustainability leader within your organisation.

Modules

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1. Understanding Sustainability

This module will be dedicated to understanding the different aspects of sustainability, what are the most commonly accepted guidelines and who is standing out as a leader overall.

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Case Studies

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1.1 Tourism Council of Bhutan

This case study will give you an overview of how DMOs can achieve sustainability in the destination by taking into consideration all stakeholders and ensuring their happiness.

1.2 Soneva Resorts

This case study provides an integral overview of how businesses can be part of fostering positive growth and sustainable development in the destination

1.3 Contiki's Sustainability Strategy

This case study will allow you to be inspired by how other companies within the industry are developing their sustainable strategies by adhering to sustainability initiatives and certifications.

1.4 Biodiversity Feature

This case study will allow you to understand how biodiversity is negatively impacted by tourism activities and how we can better protect it.

1.5 Goodwings

Through this case study, you'll be able to understand different ways in which businesses can help contribute to sustainability, as well as the importance of establishing partnerships to achieve your goals.

1.6 TUI

Through this case study, you'll be able to understand the importance of addressing sustainability in the organisation’s strategy, operations and relationships with stakeholders to lead transformation in the destination.

1.7 WTTC

This case study will allow you to get an overview of the efforts that the key players of the tourism industry are making to guarantee a more innovative and sustainable future by 2030.

1.8 Wonderful Copenhagen

The case study presents Wonderful Copenhagen's strategy for sustainable tourism and how it contributes to the UN SDGs while addressing sustainability from a triple bottom-line approach.

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2. Choosing a Sustainable Journey Path

This module is dedicated to understanding the different sustainability certifications and badges available for destinations. We will look at which criteria DMOs should prioritise when defining their path in sustainability.

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Case Studies

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2.1 Global Sustainable Tourism Council (GSTC)

This case study will provide you with a better understanding of the GSTC Standards and the organisations that can benefit from implementing them.

2.2 Switzerland Tourism

This case study will provide you with an overview of Switzerland Tourism's sustainability strategy, which implements the UNSDGs, and their Swisstainable Programme.

2.3 Finland's Feature

This case study will allow you to understand the initiatives that Visit Finland has put in place to encourage sustainable development nationally, as well as what local destinations are doing to encourage action within sustainability.

2.4 Dolomiti Paganella & Visit Greenland

Through this case, you will be able to understand how two very different destinations have used certifications methods to aid their path towards more sustainable development.

2.5 Norway's Feature

This case study will help you see how a sustainable strategy can be developed, and how national certification programmes can help clarify the transformation process for businesses.

2.6 EarthCheck & Azores

EarthCheck Destination is the only global Benchmarking and Certification program for sustainable travel and tourism underpinned by the science and software of EarthCheck.

2.7 Sustainable Certifications

Through this case study, deep dive into what different sustainable certification experts think about these voluntary guidelines present challenges for DMOs which are trying to establish a better way for the future.

2.8 Greencentive & CSCP

This case study will allow you to gather different perspectives on circular destination experiences and sustainability initiatives, looking at the collaboration with stakeholders and residents with Adriana Ballón Ossio and Olivér Szabó.

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‍3. Leveraging Data & Measuring Impact

In this module, we will analyse available data in order to set the targets for future actions. Using co-creative techniques we will look at public, private and user data to understand what data is accessible and what data we need.

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Activities

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3.1 PiLOT

Through this case study you'll be able to understand how the collaboration between different tourism organisations can result in initiatives that allow entire regions to improve their competitiveness based on data indexes.

3.2 Thompson Okanagan Tourism Association (TOTA)

This case study will allow you to get a comprehensive understanding of how a regional organisation can build a centralised data hub with the objective of strengthening the destination's data capacity as a whole to better manage it.

3.3 MarketingOost

Through this case study you’ll be able to get an overview of how data can be utilised to improve the destination's strategy and how, when available at hand, data can help all stakeholders make better decisions.

3.4 MURMURATION

This case study will help you understand how different types of data, including scientific data, can be used to tackle sustainability issues from a triple bottom line perspective.

3.5 ASI Reisen

This case study will help you understand the importance of proving to be transparent in financial terms and how this links with the increased demand for sustainability in the tourism industry.

3.6 GTS Altitude

Through this case study you'll be able to understand what your DMO should look for when entering contracts with intelligence and data providers and how to best use the data obtained to best lead your strategy.

3.7 The International Network of Sustainable Tourism Observatories (INSTO)

Through this case study, you'll be able to understand how, by becoming a member of the INSTO network, destinations commit to continuous measurement efforts at the destination level, embracing the context-sensitive and dynamic nature of the concept of "sustainability" itself.

3.8 Göteborg & Co

This case study will give you an overview of how the role of DMOs has been transformed over the years and what you should keep in mind to ensure your organisation thrives.

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4. Sustainability & Effective Communication

Once priority has been established, we can explore how to communicate and convey the right message to the general public, local community, visitors, industry and government and policymakers.

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Case Studies

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4.1 Planet Abled

Through this case study, you'll be able to understand how destinations can work toward involving disabled individuals in the planning and development of these to make them accessible for people with visible and non-visible disabilities.

4.2 The Travel Corporation

This case study will allow you to get a better understanding of the meaning that diversity, equity and inclusion have and their role within the strategy of businesses, which can be translated to destinations.

4.3 Sustainability Reporting Feature

Some of the cases that you will find here will include Soneva Resorts and Apple, and they have all been selected for being good examples of effective corporate communication.

4.4 Storytelling Feature

This feature aims to present a variety of examples from DMOs that excel at storytelling to inspire you in finding new ways to communicate the story of your destination.

4.5 Tourism Flanders

This case study will provide you with a different perspective on the role of marketing within the destination, allowing you to reflect on how you could use communication differently than we are used to.

4.6 Visit Norway

Through this case study, you'll be able to understand how the Sustainability Strategy of the DMO can be digitalised to allow the message to translate into tangible results.

4.7 Creators & Influencers Feature

You'll be able to learn more about why communities and purpose matter so much and how influencer marketing can help us achieve our goals by appealing to the interests of potential visitors.

4.8 Pledge Strategies Feature

This feature will allow you to understand how destinations have made a commitment to local people and the environment through pledges, as well as to understand when you should use these.

4.9 Representation Matters Feature

Through this feature, you will have the opportunity to be inspired by the initiatives of different DMOs that have communicated effectively in regards to diversity and inclusivity.

4.10 Experience Overijssel

In this session, Rajneesh and Ondrej provided us with insights on the technology, its prospects and its advantages.

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5. Co-designing Strategies for a Sustainable Future

In the last module, will look at the future of destination strategies, reiterating the importance of considering sustainability as part of the overall strategy rather than the final goal to achieve.

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Case Studies

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5.1 Wonderful Copenhagen

The case study allows you to get an in-depth understanding of how innovation can foster rapid adaption to dynamic situations with design thinking and collaboration.

5.2 UNWTO

This case study provides you with a comprehensive understanding of how innovation and start-up ecosystems can be a catalyst for sustainable development in tourism.

5.3 Îles de la Madeleine

Through this case study, explore how other DMOs are furthering their efforts to develop a sustainable strategy for the destination through Design Thinking and by involving the community.

5.4 Bordeaux Tourism

In this case study, Julie Benisty, from Bordeaux Tourism, explains how they use digital tools to support their digital strategy and how they co-create the destination's strategy with the locals.

5.5 IBM & SNCB

Through this case study, you'll be able to get a better understanding of how design can be integrated into processes to solve pressing challenges through Big Data, AI and innovation.

5.6 GIZ & TUI Care Foundation

This case study will provide you with the highlights of how a market-based solution approach can lead to a longer-lasting and deeper impact on the local community and businesses.

5.8 Tourism Skåne

In this keynote, Josefine Carlsson, Head of Nature Tourism, and Tirsa Ramos-Pedersen, UX designer at Tourism in Skåne, discuss Design Thinking initiatives and projects for sustainability.

5.9 thecamp

Innovation and Excellence are parts of the set of values that we presented at the beginning of the module.

5.10 Göteborg & Co

This case study demonstrates how even those destinations that are at the forefront of sustainability can keep developing new initiatives and improving their sustainable strategy.

5.11 Birthe Menke

This resource will help you grasp different lines of thinking when it comes to understanding sustainability as a DMO.

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Final Exam

You'll need to get 70% marks to pass. You can submit as many times as needed until you pass, but you will need to allow 7 days between attempts for them to be valid.

Coming Soon

The final exam will be available on the 1st December.