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The Global Sustainable Tourism Council (GSTC) participated in the 7th International Conference “Standards in Tourism 2025,” which took place on September 22, 2025, in Tbilisi, Georgia.
Hosted by long-term GSTC Member the Georgian Tourism Association, the event brought together leaders from government, tourism authorities, the private sector, and international organizations to exchange perspectives on how standards can shape the future of tourism.
The conference opened with welcoming remarks by Mrs. Natalie Kvachantiradze, Chair of the Georgian Tourism Association, who was joined by Andria Basilaia, Deputy Mayor of Tbilisi, Maia Omiadze, Head of the Georgian National Tourism Administration (GNTA), and Teona Nemsitsveridze, Head of the Standards Committee of the Georgian Tourism Association.
The Georgian National Tourism Administration is a legal entity of public law, a part of the system of the Ministry of Economy and Sustainable Development of Georgia.
Throughout the day, sessions addressed the key challenges facing destinations and the tourism industry, from climate change to the need for evaluation systems in hospitality. In the first session, dedicated to sustainable destinations, GSTC Board Member Koko Tang, Founder of Colorful Earth, participated alongside colleagues Teona Nemsitsveridze, Head of Standards Committee (GTA), Berdia Chankseliani, Deputy Governor in Racha-Lechkhumi and Kvemo Svaneti region, Gia Oniani, Mayor of Lentekhi municipality, Vera Zurabiani, Head of Tskaltubo Tourism Development Center, and Eka Chubinashvili, Head of Lanchkhuti Tourism & Agricultural Development Center.
Mrs. Koko Tang’s keynote speech emphasized the importance of adopting internationally trusted frameworks, such as the GSTC Destination Standard, to support resilience, guide destination management, and enhance sustainability efforts.
She said, “Standards give destinations a common language and a credible way to manage progress. The system’s power lies in alignment—and in all stakeholders’ active participation, especially local providers. Each destination can chart its own adoption pathway, while accredited certification gives trusted confirmation. When destinations lead with standards, they mobilize the entire tourism sector toward real, system-wide sustainability.”
« The presence of Koko Tang and the GSTC at this year’s conference elevated the discussion, offering Georgia invaluable knowledge and inspiration. Their contribution reminded all participants that sustainability is not a trend, but the foundation of the future of tourism—an approach that ensures resilience, inclusivity, and meaningful growth for communities and destinations alike. » Mentioned the Georgian Tourism Association (GTA).
Later in the program, the spotlight turned to hospitality and accommodation, with discussions on digitalization, the role of guest feedback, and evaluation systems for hotels. Speakers emphasized how hotels achieve operational efficiency while meeting the expectations of increasingly sustainability-conscious travelers. Glenn Mandziuk, Chief Executive Officer of the World Sustainable Hospitality Alliance and GSTC Board Member, was one of the guest speakers at the event.
In the afternoon, GSTC’s presence continued with an in-depth workshop on tour operating led by Prof. Urs Wagenseil, Professor at HSLU, GSTC Destination Assessor, GSTC Trainer, and TourCert Coach. His workshop provided participants with a comprehensive overview of the GSTC Industry Standard along with examples of international best practices. The session provided participants with practical tools and strategies to integrate sustainability practices into their daily operations. The interactive format encouraged dialogue, with a short panel discussion and Q&A session that allowed attendees to reflect on how to apply these concepts within their own organizations.
The 7th International Conference “Standards in Tourism 2025” concluded with a strong message on the importance of standards as a foundation for advancing sustainable tourism globally.
