GSTC was at the European Parliament in Brussels on Wednesday, 1st of October 2025, participating in the high-level event “Establishing Sustainable Tourism Destinations in the European Union.” The event, hosted by Ms. Elena Kountoura, Member of the European Parliament and Vice-Chair of the Committee on Transport and Tourism (TRAN), gathered key representatives of EU institutions, policymakers, and stakeholders from the public and private sectors.
Scheduled in anticipation of the European Commission’s first-ever EU Strategy for Sustainable Tourism, and in light of the growing imperative for a long-term approach to supporting sustainable tourism destinations by 2030, the event aimed to foster dialogue among representatives of EU institutions and the public and private sectors, with a focus on the policy framework and practical implementation required to enable this transformation.
Randy Durband, GSTC CEO, gave a keynote speech highlighting the critical role of sustainability standards in shaping the future of tourism. He emphasized that the GSTC Standards provide a globally renowned framework to guide destinations in aligning with best practices, ensuring the future of tourism sustains cultural and natural heritage, uplifts local communities, and actively responds to the climate challenge.
[From left to right: Dr. Ioannis Pappas, Dr. Mihee Kang, Mr. Randy Durband, Ms. Elena Kountoura, and Ms. Wendy Li]
“Sustainability standards are not just guidelines; they are the foundation for building tourism that protects destinations, uplifts communities, and ensures resilience for future generations. At the European Parliament, I highlighted the importance of a holistic approach for sustainable destination management as embodied in the GSTC Destination Standard, which can serve well as a roadmap for Europe to lead in this field, including mitigation of challenges such as climate change, resilience, and overtourism,” says Randy Durband.
Dr. Ioannis Pappas, GSTC Program Director of the Mediterranean Region and European Climate Pact Ambassador, also participated in the event by moderating the panel titled “The Urgent Need for a European Data/Monitoring System and the Establishment of Sustainable Tourism Destinations.”
“Tourism in Europe can only thrive if it is sustainable, and sustainability begins with destinations. Data is the bridge between policy ambitions and local realities — helping us to manage flows, protect heritage, and improve residents’ quality of life. By connecting EU initiatives with global frameworks like the GSTC Standards, we can build a coherent system that empowers destinations and SMEs, and ensures that Europe becomes the world’s first truly sustainable tourism continent,” says Dr Pappas.
“We thank our partner Capital European Affairs for their great work in supporting TRAN’s organization and promotion of the event,” adds Mr. Durband. “Further, Mariana Oleskiv skillfully moderated the first panel on “Policies for Sustainable and Resilient Tourism Destinations 2030” bringing together industry-wide policymakers and stakeholders to discuss actionable policies.”
By engaging in this high-level dialogue, GSTC contributed to reinforcing the importance of global collaboration, knowledge exchange, and the adoption of credible sustainability frameworks.
