The Global Sustainable Tourism Council (GSTC) participated in ITB Berlin 2026, held from March 3 to 5 in Berlin, Germany. As one of the world’s leading travel trade shows, ITB Berlin once again provided an important meeting point for tourism stakeholders from across the globe. This year, GSTC welcomed visitors to its dedicated exhibition area in Hall 4.1, within the Responsible Tourism section, for the first time, where the team engaged with industry professionals, partners, and other stakeholders throughout the event.
GSTC’s Representatives at ITB Berlin 2026
“In a setting where the global tourism community comes together, having a dedicated stand provides the GSTC with a clear presence and an important space for dialogue with industry stakeholders. After many years with the organization, it was particularly encouraging to witness how much interest sustainability now generates compared to a decade ago. This demonstrates that sustainability is no longer a peripheral topic, but an increasingly central element of strategic decision-making across the tourism sector,” said Dr. Ioannis Pappas, GSTC Regional Director for Europe.
GSTC Presentations and Panel Discussions at ITB Berlin
In addition to meetings and exchanges at the stand, GSTC representatives contributed to the conference program through sessions at the Lighthouse Stage in Hall 4.1b, Adventure Responsible Tourism, and panel discussions at the LGBTQ+ Pavilion Stage.
Michelle Janke, GSTC Regional Director for Europe, delivered the session “Caring for Dark Skies” on Tuesday, March 3. Her presentation addressed dark skies as a fragile natural asset increasingly threatened by light pollution, with implications for wildlife, cultural heritage, and astrotourism. Drawing on the GSTC Destination Standards, particularly the criterion on minimizing light and noise pollution, the session explored how destinations can protect night environments, support sustainable economic opportunities, such as stargazing experiences, and encourage community stewardship. Michelle shared: “Protecting dark skies is not just about stargazing. Artificial light at night disrupts wildlife and ecosystems that depend on natural darkness. Protecting the night sky is therefore a key part of responsible tourism and destination stewardship.”
Also on Tuesday, March 3, Estefanía del Azar, GSTC Communications Manager, took part in the panel discussion “How does LGBTQ+ inclusion fit into broader social sustainability and Human Rights frameworks,” alongside Ayako Ezaki, Director of Training Strategies & Development, TrainingAid and GSTC Trainer, Katharina Stechl, Program Manager for Human Rights, and Oddny Arnarsdottir, Head of Visit Iceland. Moderated by Rika Jean François, MissionRespo Responsible Tourism Strategies Global Head of International Business Relations, the panel explored the importance of social sustainability, the role of training, the value of standards, and the need to address the realities and challenges faced by diverse, marginalized groups.
“Social sustainability is sometimes forgotten, or left aside as if it were secondary. Yet it is essential to any credible approach to sustainability. It requires that all voices are heard and that tourism is shaped in ways that respect diversity, equity, inclusion, and, of course, human rights. This includes LGBTQ+ inclusion, as well as other marginalized groups (such as people with invisible disabilities) that are too often overlooked. I was glad to be part of this discussion to raise my voice as an ally and to share the panel with women whose work is helping move these conversations forward, improve understanding, and give greater visibility to issues that still do not receive the attention they deserve,” mentions Estefanía del Azar.
On Wednesday, March 4, Roi Ariel, GSTC Director of Stakeholder Engagement, gave the presentation “Sustainable Tourism with Local Communities.” His session focused on the role of local communities as a central part of authentic tourism experiences, while also addressing the risks that overtourism and cultural disconnect can pose to community well-being. The presentation highlighted approaches to immersive tourism that prioritize meaningful community engagement, cultural preservation, and equitable benefit-sharing, while underscoring how the GSTC Standards can support tourism operators and destinations in developing more inclusive, community-based models.
“Authentic tourism depends on the people and communities that give places their identity. If tourism is to be sustainable, it must be developed in ways that respect local culture, strengthen community well-being, and ensure that benefits are shared more equitably. This is essential not only for communities themselves, but also for the long-term credibility and value of tourism.” Says Roi Ariel.
On Thursday, March 5, Estefanía del Azar, GSTC Communications Manager, led the interactive session “The Power of Communicating Sustainability Through Storytelling.” Her presentation explored the role of storytelling in shaping how sustainability is communicated and understood, showing how stories can help audiences connect with values, people, and places beyond facts and data alone. Through real-world examples from destinations and hotels, the session examined how authentic communication can strengthen credibility, foster stronger audience/consumer connections, and make sustainability efforts more relatable and effective in a highly connected environment.
Michelle Janke also participated on Thursday in the Equality in Tourism presentation “Gender Equality Champion of the Year Award 2026: Recognising Excellence in Gender Equality in Tourism Internationally,” held at the LGBTQ+ Pavilion Stage. Which included opening remarks by Professor Stroma Cole, Co-Director of Equality in Tourism, the award presentation, and a panel discussion on the importance of gender equality in tourism today, in which Michelle participated along with Rika Jean-Francois, Founder of MissionRespo and Head of International Business Relations at Queer Destinations, and Hector De Castro, Chairman and CEO of Regenera Luxury.
Roi Ariel Receives Tribute to Excellence Award
At ITB Berlin 2026, the 5th Tribute to Excellence Award in Hall 4.1b Adventure Travel, Responsible Tourism was presented to Roi Ariel and accepted on his behalf by Estefanía del Azar. As stated during the award presentation, the distinction is given to selected exhibitors, guest speakers of the Green & Blue Tourism Forum, team members, and partners for their outstanding efforts to protect Earth’s biodiversity, foster sustainable and socially responsible tourism, and contribute to the development of Hall 4.1b over the years.
Accredited Certification Bodies at ITB Berlin 2026
GSTC wishes to extend its sincere appreciation to the Accredited Certification Bodies that were present alongside the team at ITB Berlin 2026, including Bureau Veritas, Control Union, Intertek Cristal, RoyalCert, TÜV Austria, and TÜV Rheinland. Their presence at GSTC’s dedicated area enriched the event through valuable exchanges with visitors and stakeholders from across the tourism sector. It also reflected the growing importance of credible assurance in supporting the application of the GSTC Standards and in strengthening trust, transparency, and consistency in sustainable tourism practices. The opportunity to share space with Accredited Certification Bodies at ITB Berlin also highlighted the role that assurance systems play in helping translate sustainability frameworks into practice and in supporting greater accountability across the sector.
Joonsik Son, GSTC Head of Accreditation Operations, mentioned: “It was very valuable to have Accredited Certification Bodies present at ITB Berlin 2026. Their work plays an essential role in supporting trustworthy certification processes across the tourism sector. By carrying out certification in a competent, consistent, and unbiased manner, they contribute to stronger confidence in certification and to a more robust assurance system overall. We also sincerely appreciated having them with us at the event, as their presence reinforced the value of coming together, exchanging perspectives, and continuing to advance this work collectively.”
Special Acknowledgements to GSTC Trainers and Members
GSTC also gratefully acknowledges the GSTC Trainers who visited the stand and helped promote understanding of the GSTC Standards among tourism stakeholders from different regions of the world. These included Monique Chen, Ayako Ezaki, Anula Galewska, Sonja Gottlebe, Jeppe Klockareson, Diana Körner, Kingston Khoo, Nia Klatte, Nicola Koschel, Dr. Michail Toanoglou, and Prof. Urs Wagenseil. Their presence at ITB Berlin reflected the strength of the GSTC global training network and its continued role in supporting the dissemination and practical understanding of the GSTC Standards worldwide.
GSTC further appreciated the opportunity to welcome GSTC Members who stopped by the stand to greet the team, including the German National Tourist Board, Airbnb, booking.com, Mascontour, HBX Group, Tricolage, La Buena Huella, Valpas, Considerate Group, Aoturin, Innotime Hungary, BeCause, FairWeg, Globalis, among others.
“It was truly valuable to meet GSTC Members in person at ITB Berlin 2026 and to connect directly with organizations that are contributing to sustainable tourism in different ways. Face-to-face conversations create space for a more meaningful exchange, help strengthen collaboration, and bring a different energy to the connections that allow us to keep building together.” Highlighted Adriana Pizzi, GSTC Membership Manager.
Special Acknowledgements to ITB Berlin
ITB Berlin 2026 provided GSTC with a valuable opportunity to strengthen dialogue with the tourism sector and to continue advancing awareness and implementation of the GSTC Standards worldwide through meetings, presentations, and engagement with partners across the industry. GSTC looks forward to continuing the exchange and to meeting again with partners and stakeholders at future editions of ITB Berlin.
GSTC also wishes to express its sincere thanks to Mariana McGill, Official Partner Consultant of ITB Berlin Hall 4.1b Adventure Travel, Responsible Tourism, and the Green and Blue Tourism Forum, for her support, coordination, and assistance throughout the preparation for the event and its conference sessions.
