The Global Sustainable Tourism Council (GSTC) announces the release of its 2025 Monitoring, Evaluation and Learning (MEL) Report, marking the third consecutive year of systematic performance review and organizational learning. Previously titled the Monitoring and Evaluation (M&E) Report, the updated name emphasizes learning alongside monitoring and evaluation, reinforcing GSTC’s commitment to transparency, accountability, and evidence-based decision-making in advancing sustainable tourism worldwide.
The publication of the 2025 MEL Report builds on the foundations established with GSTC’s first Monitoring and Evaluation Report in 2023, which introduced a structured Monitoring & Evaluation System aligned with the Theory of Change and a comprehensive framework of performance indicators. This initial report set the baseline for measuring progress across GSTC’s training programs, services, and strategic objectives.
The 2024 Monitoring and Evaluation Report further consolidated this approach by focusing on the application of selected indicators across key operational areas, including membership, training, accreditation, standard recognition, and destination programs, and on how those indicators have evolved from 2023 and 2024. It also incorporated targeted evaluations to better understand the effects of GSTC-related initiatives in specific contexts, strengthening the organization’s capacity to assess outcomes beyond activity delivery.
From monitoring and evaluation to learning
The 2025 MEL Report represents a natural evolution of this process by placing stronger emphasis on learning and strategic insight. In addition to tracking performance, the report integrates results from quantitative and qualitative studies’ findings to identify patterns, lessons learned, and areas for continuous improvement. This learning-oriented approach supports ongoing reflection and informs future actions, enabling GSTC to continuously refine its work and adapt to evolving industry priorities.
Key areas addressed in the 2025 report include:
- Training and capacity-building efforts scaled substantially in 2025. Public training participation more than doubled, supported by new standards-specific courses and strong industry partnerships.
- The GSTC Recognition Program evolved toward higher assurance, prioritizing quality and alignment with accredited certification systems.
- Research and learning remained central to GSTC’s approach, both with the plan for the GSTC Futures Lab for Sustainable Tourism and the sharing of the findings of two research studies on GSTC’s impact.
“This report reflects not only our commitment to transparency and continuous learning but also the collective efforts of a diverse and dedicated community. We are deeply grateful to all who contribute their expertise, passion, and time to advancing sustainable practices across the travel and tourism sector,” says Randy Durband, GSTC CEO.
Strengthening accountability and impact
Through the 2025 MEL Report, GSTC reinforces its commitment to its global community of destinations, tourism businesses, accredited certification bodies, governments, and civil society partners by focusing on transparency, reflection, and learning.
The 2025 MEL Report, together with the 2023 and 2024 editions, provides a longitudinal perspective on GSTC’s progress and institutional learning, contributing to a deeper understanding of how sustainability efforts translate into measurable outcomes across the tourism sector.
