Speaking about sustainability, transparency, and meaningful adaptation requires courage. As an industry built on connection, we now connect people for a purpose that goes beyond the event itself, strengthening knowledge, creating long-term value, and delivering measurable outcomes. When we operate this way, our impact becomes a legacy that lasts.

Author: Elena Fis, Sustainability Manager at Kenes Group, (who has seen it all or almost all… including the recycling bins no one used.)

Sustainability Claims in the Events Industry

If you have worked in the meetings industry long enough, you know there are at least two types of sustainability claims: The first is aspirational, often expressed as “we care deeply about the planet and our community;” the second is evidence-based, grounded in measurable outcomes such as, “we reduced waste by 42%, diverted 1.2 tons of materials, measured Scope 3 emissions, and planted 2,445 trees in Tanzania.”

For years, our industry has lived in the comfortable space of good intentions. We meant to be sustainable, we aspired to be responsible, and we hoped our events were greener than the buffet salad. But hope is not a strategy, and aspiration is not impact. Today, sustainability, ESG, and social responsibility are no longer “nice-to-have”. They are the real currency of credibility and trust. At Kenes Group, we are actively navigating sustainability initiatives and strategies, training for our teams and clients, DEI frameworks, carbon footprint calculation, accessibility issues and many more. Because we all clearly see that the world has changed.

This is the Era of “Show me how you do it”

We know well enough that nowadays claims without evidence are uncomfortable and impossible to ignore. Clients and other stakeholders want proof and alignment, attendees want transparency and honesty, and regulators, oh well, they want everything and even more. At Kenes, this transformation did not happen overnight. It emerged through a well-planned three‑year journey of building the right foundations, embedding consistent practices, and integrating the principles of ESG into our strategy. Most importantly, it came from learning how to measure what we once only talked about, turning intention into evidence, and evidence into progress.
 

“ESG provides the structure, legacy delivers the proof.”

Measurement: The Moment Sustainability Grows Up

Measuring sustainability in events can sometimes feel like trying to estimate how many delegates actually recycled their coffee cups instead of tossing them into the nearest bin while rushing to the next session. We think we know, but do we really?

Yet, measurement is where credibility and transparency start:

• In 2023, we measured our first full carbon footprint for a congress;
• In 2024, we scaled it to 3 events, earned ISO 20121:2024 certification, and integrated sustainability into 90% of our congresses;
• In 2025, we doubled that measurement again and launched the Kenes Forest, in partnership with Treebytree. We are restoring degraded landscapes in Tanzania through Farmer Managed Natural Regeneration, working directly with local farmers to regenerate trees that provide food, medicine, and shelter whilst improving soil health and water cycles. To date, 2,445 trees planted have offset 66,800+ kg of CO₂ from employee business travel. This initiative restores ecosystems, empowers communities, and demonstrates that sustainability requires both environmental and social accountability.

Sustainability has also become a spreadsheet, a dashboard, even a set of KPIs that could be audited, challenged, and improved. Sometimes these KPIs showed us things we probably did not want to hear, like the fact that the “eco-friendly” bags were not as eco-friendly as we thought. The lanyards and badges that were made from more sustainable materials, cannot be recycled as local infrastructure does not support it. But that is the beauty of data – It keeps us honest!
 

“What we can do is shift systems, one event at a time.”

ESG and Legacy: From Framework to Lasting Impact

ESG is becoming a structured, measurable way of working that shapes how we plan, operate, and leave impact behind. It strengthens decision-making, elevates accountability, and turns every event into an opportunity to model responsible practices. We are all being asked uncomfortable questions: “Are our suppliers ethical?” “Are our teams diverse?” “Are our governance structures transparent?” “Are our emissions decreasing or just being offset?”

These questions force us to look beyond recycling bins and into the systems that shape our organisations. When done right, ESG becomes a superpower, building trust, reducing risk, attracting partners who want more than box-ticking, and creating conditions for long-term impact.

But ESG “is” the framework – Legacy is what happens when that framework comes to life.

In 2025, our events evolved into regenerative drivers, bringing ideas, relationships, and commitments to life that continued growing long after closing ceremonies. Legacy becomes undeniable when an event stops being a date on a calendar and starts reshaping the world around it: community projects that outlive the ceremony, partnerships that strengthen social responsibility, reforestation initiatives, scholarship funds, shifts in public health awareness, new benchmarks for accessibility, etc.

Legacy has evolved from "nice to have" into strategic expectation. It reflects a deeper transformation in how events are conceived and delivered: ESG provides the structure, legacy delivers the proof.
 

Why This Matters

Sustainability has long become about doing better, intentionally, measurably, and together.

But we all should admit this: No congress organiser can solve climate change; no event can fix global inequality; no sustainability manager can single-handedly transform the whole industry. What we can do is shift systems, one event at a time.

At the European Society for Paediatric Infectious Diseases 2025, we did not just serve a meatless lunch option and hope someone would notice. We turned lunch into an opportunity for behavioural change. Attendees received real-time app notifications inviting them to choose the plant-based meal, not with guilt, but with a friendly reminder that their plate could be a climate action tool. Small nudges, repeated consistently, changed habits.

We influence systems and biases within them. We turn claims into outcomes, and outcomes into measurable impact. When we speak about the future, it means that we look into a verified, transparent, and at the same time ambitious strategising. At Kenes, the next chapter is about the continuous improvement of what we already do and constant growth:

• Continuing education, awareness and engagement;
• ESG integration and governance;
• Regenerative Impact and Legacy;
• Sustainable Event operations;
• DEI (Diversity, Equity & Inclusion);
• Suppliers’ accountability;
• Stakeholders’ engagement;
• Transparent reporting;
• Sustainable Event Goals (SEGs).

Most importantly, we need a lot of courage to speak about sustainability, measurement, disclosure and, essentially, adaptation that drives positive change. Our industry is built on bringing people together, and we bring them together for something bigger and more impactful.

Not just to exchange knowledge, but to empower it sustainably. Not just to host events, but to leave legacies. Not just to make claims, but to demonstrate positive outcomes. If we do this right, the impact of our events will last far longer than we ever can imagine.
 

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Guadalajara has become the first destination in Latin America to join GDS-Index Lite, a programme developed by GDS-Movement to help destinations measure, benchmark and strengthen their sustainability performance.

The milestone marks another step in the Mexican city's long-term strategy to position itself as a leading destination for international meetings and events while embedding sustainability into its destination management and development agenda.

GDS-Index Lite is the latest addition to the GDS-Movement's sustainability assessment framework, offering destinations at an earlier stage of their sustainability journey a structured evaluation of their current performance. Using a methodology aligned with the United Nations Sustainable Development Goals (SDGs), the programme helps identify strengths, priorities and opportunities for improvement, while providing practical guidance to support continuous progress towards internationally recognised sustainability standards.

For Guadalajara, participation represents more than a benchmarking exercise. It builds on an ongoing collaboration between the Guadalajara Visitors and Conventions Bureau and GDS-Movement, whose most notable joint initiative to date has been the development of the sustainability and legacy strategy for Intermoda, Latin America's largest fashion business exhibition. That project focused on embedding environmental and social responsibility into the event while creating measurable benefits for the local community.

The move also reflects a broader shift within the meetings industry, where destinations are increasingly expected to demonstrate measurable environmental, social and governance (ESG) performance alongside venue capacity and visitor appeal.

Guy Bigwood, CEO of GDS-Movement, said: "We are delighted to welcome Guadalajara to GDS-Index Lite. With it, Guadalajara has demonstrated a clear vision and a firm commitment to transforming its tourism and meetings industry towards a more responsible, resilient, and people-centred model."

He added: "Our previous experience collaborating on the Intermoda project allowed us to see Guadalajara's ability to drive innovative initiatives and mobilise local interested parties around common goals firsthand. We are convinced that this is just the beginning of a path with a significant impact for the destination and potentially the region."

For Gustavo Staufert Buclón, General Director of the Guadalajara Visitors and Conventions Bureau, joining the programme reinforces Guadalajara's ambition to strengthen both its sustainability credentials and its international competitiveness. "Guadalajara's inclusion in GDS-Index Lite reaffirms our vision of consolidating our position as a leading destination for international meetings and events tourism in Latin America. This alliance will allow us to continue raising our sustainability standards, generate a positive impact on our community, and strengthen our global competitiveness."

He continued: "Guadalajara has the talent, infrastructure, and innovation capacity necessary to lead a new generation of MICE destinations committed to more sustainable development and more responsible environmental, social and economic heritage."

GDS-Index Lite serves as an entry point to the Global Destination Sustainability Index (GDS-Index), one of the meetings industry's best-established benchmarking frameworks for destination sustainability. By participating in the programme, Guadalajara will gain access to a structured improvement process designed to strengthen policy, governance and stakeholder collaboration while preparing the destination for future participation in the full GDS-Index.

As destinations increasingly compete not only on infrastructure but also on their environmental and social performance, Guadalajara's decision signals a growing recognition that sustainability is becoming a defining factor in the future competitiveness of the global meetings industry.
 

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The Miami Beach Convention Center (MBCC) has been awarded AIPC Quality Standards Gold Level Certification, joining an elite group of more than 30 convention centres worldwide recognised for excellence in management, operations and continuous improvement.

The certification, awarded following an independent external audit, is the highest level of recognition under the AIPC Quality Standards Programme, the only international certification designed specifically for convention and exhibition centres. The assessment evaluates venues across eleven key management areas, including customer service, operations, sustainability, financial integrity, safety, inclusivity and stakeholder relations.

According to the audit, the MBCC demonstrated a strong culture of performance measurement, accountability and strategic improvement, supported by comprehensive documentation and clearly defined development objectives.

"Achieving AIPC Gold Certification is a significant accomplishment and reflects Miami Beach Convention Center’s commitment to excellence, continuous improvement and international best practice. We are delighted to welcome MBCC into the group of AIPC centres that have attained this important industry benchmark," said Julianne Jammers, President of AIPC.

Recognition for operational excellence

Managed by Oak View Group (OVG) and owned by the City of Miami Beach, the convention centre has continued to invest heavily in its facilities following its landmark US$640 million renovation and expansion, completed in 2020.

"Achieving AIPC Gold Certification is a significant milestone for the Miami Beach Convention Center and a testament to our team’s commitment to operational excellence, innovation, and exceptional service," said Greg O'Dell, President, Venue Management, Oak View Group.

"As one of the most respected benchmarks in the convention center industry, this distinction places the facility among an elite group of venues worldwide recognised for the highest standards of performance and management. We are proud of our team and our partnership with the City of Miami Beach, whose shared commitment continues to deliver outstanding experiences for clients, attendees, and the community."

Continued investment in technology and sustainability

The certification comes as the MBCC advances a programme of strategic improvements designed to enhance both operational performance and the visitor experience.

Current investments include approximately US$27 million across 31 capital projects, featuring venue-wide Wi-Fi 7 deployment, expanded digital infrastructure, audiovisual upgrades and energy-efficient lighting initiatives. These projects aim to improve connectivity, cybersecurity, operational efficiency and customer service for organisers, exhibitors and delegates.

The venue has also strengthened its sustainability credentials, operating as a 100% LED facility across its 1.4 million square feet of event space. It holds Events Industry Council (EIC) Gold Certification for Sustainability and Social Impact, a Four Green Keys rating from Green Key Global and LEED Silver certification.

"We sincerely appreciate this recognition and are honored that the Miami Beach Convention Center has received the AIPC Gold Certificate," said Dave Anderson, Senior Vice President at Oak View Group.

"The certification process provides a valuable framework for operational efficiency, continuous improvement and strategic planning, reinforcing our shared commitment with the City of Miami Beach to serving the global meetings and events industry while supporting long-term economic impact for our destination."

Raising the global benchmark

For the MBCC, the certification reinforces its ambition to position itself among the world's leading convention centres by combining investment in technology, sustainability and service excellence.

"We are deeply grateful to AIPC for this tremendous recognition and for its leadership in advancing global standards of excellence across the convention center industry," said Freddie Peterson, General Manager of the Miami Beach Convention Center.

"Achieving AIPC Gold Level Certification is a proud milestone for the MBCC, our dedicated staff, our leadership team, the City of Miami Beach and our partners. It validates the work we are doing to elevate the guest experience, invest in innovation and technology, advance sustainability and strengthen our role within the community. Most importantly, it places the Miami Beach Convention Center on the global convention center stage among an elite group of venues committed to quality, accountability and continuous improvement."

The achievement further strengthens the Miami Beach Convention Center's reputation as one of North America's leading business events venues, underlining its commitment to innovation, sustainability and international best practice.
 

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L_R: Elena Fis, Kenes Group Sustainability Manager; Sherrif Karamat, PCMA CEO; Sherrif Karamat, PCMA CEO; Virginie de Visscher, Destination Canada Executive Director; Ori Lahav, Kenes Group CEO. © Kenes Group

At a pivotal moment for the global business events industry, where sustainability ambitions increasingly require measurable action, the Sustainable Event Goals (SEGs) are launching as the first globally aligned framework designed to embed sustainability across the entire event lifecycle.

The Sustainable Event Goals consist of 13 interconnected goals aimed at reducing negative environmental and social impacts while strengthening positive economic outcomes. Designed specifically for the business events sector, the SEGs translate the United Nations Sustainable Development Goals (SDGs) into clear, practical and event-focused guidance for organisers, suppliers, destinations and industry partners worldwide.

The framework emerged from Destination Canada’s inaugural Business Events Sustainability Roundtable, held in Montréal in April 2025. Bringing together sustainability leaders from across the global events ecosystem, the roundtable identified a common industry challenge: while sustainability commitments continue to grow, practical alignment and implementation remain fragmented.

“What began in Montréal as an open and honest conversation about the future of sustainable events has evolved into a global framework the industry can rally around. The Sustainable Event Goals reflect what’s possible when destinations, organisers, and industry partners work together to create practical solutions that move beyond intention and into action. Destination Canada is proud to have helped convene the conversations that sparked this collaboration and is excited to see the SEGs support more sustainable decision-making across the global business events community,” says Virginie De Visscher, Executive Director, Business Events, Destination Canada.

One of the key outcomes of the roundtable was therefore the creation of the Sustainable Event Goals — a shared operational framework intended to bridge the gap between ambition and execution.

Developed by a global, volunteer-led and cross-sector working group, the SEGs have already secured support from leading industry organisations including Destination Canada, PCMA, Convene 4 Climate, the Events Industry Council (EIC), Kenes Group and Amex GBT Meetings & Events, with broader industry engagement continuing to expand.

“The SEGs align with PCMA’s continued commitment to advancing sustainability as a core principle of how we design and deliver experiences for the global business events industry. The 13 interlinked goals represent a phenomenal example of what’s possible when the global industry comes together to lead with intention, accountability and a shared vision for a more sustainable future,” says Sherrif Karamat, CAE, President & CEO, PCMA and CEMA.

Rather than replacing existing sustainability standards, the SEGs are designed to complement them by providing a shared language and practical decision-making structure that can be integrated into existing sustainability strategies without duplication.

“Sustainability only delivers real impact when it is embedded into everyday decisions. The Sustainable Event Goals respond to a clear need within our industry for greater alignment and practical direction, helping organisations move from ambition to action in a consistent and credible way. At Kenes, we see the SEGs as an important step forward for our industry, offering event planners worldwide clear direction and a practical way to integrate sustainability into planning and delivery,” says Ori Lahav, CEO, Kenes Group.

Structured around three interconnected pillars — Environmental, Social, and Economic Governance — the framework is intended to influence operational decisions across the full event lifecycle, from venue selection and mobility to food and beverage, supplier engagement and community impact.

To mark the launch, industry leaders and partners will gather during IMEX Frankfurt for a dedicated press conference and SEGs luncheon focused on the practical implementation of the framework and the next phase of industry collaboration beyond the launch itself.

“The launch of the Sustainable Event Goals marks an important evolution in our industry’s shared sustainability journey. We see the SEGs as a unifying resource that supports the EIC Sustainability Journey and the momentum of the industry-wide effort underway to refine the EIC Sustainable Event Standards, the Sustainable Event Professional Certificate (SEPC), as well as the broader work underway across our global business events community to turn ambition into measurable action. We are deeply grateful to the subject matter experts and volunteer leaders whose insight, time and commitment helped shape the SEGs. Their work reflects the collaborative spirit our industry needs as we move forward with greater alignment, clarity and accountability,” says Amy Calvert, President and CEO, Events Industry Council

With the introduction of the Sustainable Event Goals, the global business events industry now has a common framework designed to move sustainability from aspiration to operational practice. Stakeholders across the sector are being invited to engage with the SEGs and contribute to embedding sustainability into every stage of event planning and delivery.
 

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Corporate events generate between 0.5 and two kilograms of waste per participant per day, according to sector data, as the Costa Rica Convention Center, in collaboration with Grupo República, introduces a new technical ebook aimed at helping organisers reduce the environmental impact of meetings and corporate events.

The ebook can be downloaded in Spanish here: https://costaricacc.com/e-book/

ICCA is reinforcing its commitment to sustainability and global advocacy with the appointment of Alexander Alles as Senior Director, Advocacy and Sustainability.

Alexander will join the ICCA team on 1 April, marking an important step in the association’s ongoing efforts to strengthen two of its core strategic pillars and support the global business events community in navigating an increasingly complex landscape.
 

Advocacy and sustainability at the centre of ICCA’s strategy

As the international meetings and events industry faces growing expectations around impact, accountability and long-term value creation, ICCA continues to place advocacy and sustainability at the heart of its strategic agenda.

The creation of this senior leadership role reflects ICCA’s commitment to:

• Embedding sustainability as a fundamental pillar of industry development

• Leading global advocacy efforts that highlight the value and impact of business events

• Supporting members with practical pathways that move initiatives from intention to implementation

• Encouraging collaboration and progress across regions, sectors and stakeholders
   

Strengthening the industry’s global voice

Alexander’s appointment represents a significant investment in the future of the global business events sector. In his role, he will lead ICCA’s global advocacy and sustainability strategy, working closely with ICCA members, key partners, policymakers and international institutions, as well as the association’s regional teams and global community.

Through this leadership, ICCA aims to further advance initiatives, frameworks and partnerships that help the industry respond to evolving sustainability expectations while strengthening the strategic positioning of international business meetings and events worldwide.

Leadership Perspectives

Dr. Senthil Gopinath, CEO of ICCA, said: “Advocacy and sustainability are central to our mission, and ICCA is making a purposeful investment to lead boldly in both areas. This senior role strengthens our ability to deliver meaningful strategies, support our global community, and move our industry from ambition to action.”

Alexander Alles said: “I am honoured to join ICCA at such an important moment for the business events industry. I look forward to supporting ICCA’s vision by advancing a strong global advocacy agenda and helping embed sustainability — particularly the Net Zero Carbon Events framework — across the ecosystem to accelerate real, measurable progress.”

ICCA welcomes Alexander to the team as the association continues to strengthen its efforts to build a robust framework for the long-term development and growth of the global business events industry.
 

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© Workday Blog

The Events Industry Council (EIC) has announced that Workday Rising, the annual customer conference hosted by Workday, has achieved the highest level of certification under the EIC Sustainable Events Standards for the second consecutive year.

“Earning platinum-level certification for a second year reinforces that sustainability isn’t an initiative for us — it’s integral to how we design every Workday experience,” said Erik Hansen, chief sustainability officer, Workday. “The certification reflects the work of countless teams who ensure that every decision — from materials to partner selection to on-site operations — supports our sustainability goals.”

Developed through a global collaborative process involving subject matter experts from across the business events ecosystem, the EIC Sustainable Event Standards provide a comprehensive framework to guide organisations at every stage of their sustainability journey. The standards combine clear guidance with measurable metrics, enabling event professionals to implement and evaluate responsible practices across a wide range of areas, including organisational management, marketing, communications and engagement, climate action, water management, materials and circularity, supply chain management, diversity, equity and inclusion, accessibility, and social impact.

“Workday Rising’s achievement demonstrates what’s possible when sustainability is embraced as a core pillar of event design,” said Amy Calvert, chief executive officer, EIC. “Their continued leadership shows that events can deliver exceptional experiences while also advancing environmental and social responsibility. We’re pleased to recognize Workday Rising with platinum-level certification once again.”

The 2025 edition of Workday Rising — delivered in partnership with George P. Johnson (GPJ), Sparks, Freeman, MAKR, Bellwether, Convention Management Resources (CMR), Giants Enterprises, and Moscone Center — marked the largest and most ambitious gathering in the event’s history, bringing together more than 30,000 in-person and digital participants. Certification was awarded following an independent audit conducted by the Alliance for Audited Media.

“Workday Rising’s certification reflects its deep, continuing commitment to measurable sustainability,” said Rich Murphy, CEO, president and managing director, AAM. “We applaud their efforts to bring greater transparency and accountability to the events industry.”

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In Bruges, sustainability is embedded in every step of the conference design and realisation process. With venues within walking distance, Green Key-certified infrastructure and a strong commitment to accessibility, the city facilitates responsible events. As Kathy Van Wambeke of Visit Bruges Convention Bureau points out, choosing sustainable venues in Bruges also means creating meetings that leave a positive impact on the community.

Sustainability is the central theme in the meetings industry. It is no longer a “nice-to-have”, but a must. Bruges is easily accessible by train in just 80 minutes from Brussels Airport. On arrival, all venues are within walking distance. Whether you are visiting the state-of-the art Bruges Meeting and Convention Centre (BMCC) – pictured below – an elegant four-star hotel or a historic venue, you don't need to take a shuttle bus to get from one location to another. No time wasted and maximum enjoyment is the message. The car-free area in the city centre has been expanded to make the area even more pleasant to walk. A bike excursion in the green belt is a healthy activity to include in your conference's social programme. A recent survey by Tourism Flanders, in which Bruges and six other Flemish conference cities participated shows that conference organisers give Bruges a score of no less than 9.5/10.
 

Sustainability at its best

Bruges is the destination par excellence for those looking for heritage, quality, sustainability and innovation. The UNESCO World Heritage city strives to meet these criteria in collaboration with its partners.

• The Flanders Heritage Venues 2.0 successfully passed a thorough quality audit and were assessed on criteria such as sustainability, experience, accessibility, digitisation and well-being.
   
• The Green Key locations are recognised for their efforts in the field of sustainable and responsible entrepreneurship. No fewer than 15 MICE locations hold the Green Key label, with Hotel Navarra Brugge, Ibis Styles Brugge Centrum and B&B Everelmus being the most recent ones. By choosing a Green Key location, you are contributing to sustainable MICE tourism.
   
• The Provincial Palace in Bruges is the first location in Flanders to receive the M++ label, the highest accessibility label for meeting and conference venues awarded by Tourism Flanders. Following its recent restoration and refurbishment, a strong focus was placed on accessibility for everyone: 3 new lifts, adapted sanitary facilities and a changing place (care-accessible toilet with extra space and aids) were installed.
   

We asked Kathy Van Wambeke, Sales Manager of Visit Bruges Convention Bureau, a few questions:

How can an association organise a sustainable conference in Bruges?

Kathy: They can start by choosing a sustainable conference venue. Our two main conference venues both have the Green Key label.

The Bruges Meeting & Convention Centre is a nearly energy-neutral (BEN) building with a green roof that buffers rainwater, purifies the air, regulates indoor temperature, and provides a home for 100,000 bees, producing around 80 kg of BeeMCC honey per year. The BMCC uses renewable energy through heat pumps and solar panels and offers charging stations for electric vehicles. Catering partners adhere to a sustainability charter, and waste is efficiently sorted.

Concertgebouw Brugge (below) installed LED lighting, nesting boxes for swifts were placed on the roof and 12.000 ton of CO2 emissions are reduced per year by planting their own forest. The venue now investigates options for renovation with Building Integrated PhotoVoltaics (BIPV), which means that the facing bricks contain cells that can generate solar energy”.
 

How can a conference leave a positive mark and give something back to the community?

Kathy: A good example is the 7th World Conference on Marine Biodiversity (WCMB 2026) that will be organised by the Flanders Marine Institute (VLIZ) from the 17th till the 20th of November 2026 in Concertgebouw Brugge. The overall theme of the Conference is “The marine biodiversity insights we need, for the ocean we want” and will contribute to the overall UN Ocean Decade vision. In order to extend the conference’s impact well beyond the academic community, a public event featuring a documentary on marine biodiversity introduced by a short expert panel will be organised.

  
Contact:
Visit Bruges Convention Bureau
Kathy Van Wambeke, Sales Manager
T: +32(0)50 44 46 66, E: meeting@brugge.be
 

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From 16 to 18 June, destination leaders, sustainability practitioners, policymakers, and changemakers from around the world will gather in Szczecin, Poland, for GDS-Forum and Impact Day 2026.

In a fragmented world, collaboration is no longer optional. GDS-Forum and Impact Day 2026 places active co-creation between generations, communities, and cities at the centre of destination transformation.

Hosted by the Global Destination Sustainability Movement (GDS-Movement) in collaboration with #MEET4IMPACT, the City of Szczecin, the Szczecin Convention Bureau, the Polish Tourism Organisation, and the Poland Convention Bureau, the event positions the visitor economy as a strategic driver of long-term urban, social, and environmental transformation.

A catalytic gathering for cities in transition

GDS-Forum and Impact Day is not a traditional conference. It is intentionally designed as a strategic catalyst, creating the conditions for alignment, shared purpose, and collective action across sectors. 

At its core lies a clear impact ambition: to enable destinations and cities to use tourism and business events as credible tools for sustainability, regeneration, and public value. The programme is built around participatory workshops, systems dialogue, peer exchange, and applied learning, replacing passive attendance with active contribution and shared accountability.

Guy Bigwood, CEO of the Global Destination Sustainability Movement, said: “GDS-Forum and Impact Day exist to help destinations and leaders move from intent to impact. Our focus is transformation through accountability, action, and radical collaboration. ‘Better Together’ reflects a simple truth: none of us can meet today’s challenges alone, but together we can accelerate real, measurable change.”
 

The 2026 theme: “Better Together”

“Better Together” reflects the reality that today’s challenges cannot be solved by individual organisations, sectors, or generations acting alone. It calls for deeper collaboration across public and private sectors, between residents and industry, and among experienced leaders and emerging talent.

Through open dialogue and mindful co-creation, participants move from shared understanding to practical action through an iterative three-day process, turning regenerative ambition into outcomes that can scale and endure.

“Poland is shaping a new narrative for business events; one that is deeply personal, interactive, and emotionally engaging. Through destinations like Szczecin, we want to show how Polish cities are regenerating and transforming, creating experiences that deliver real value for participants, communities and places alike. Hosting the GDS-Forum and Impact Day is an open invitation to the world: come to Poland, co-create with us, and be part of a future where events truly matter,” Aneta Ksiazek, Head of Poland Convention Bureau, added.
 

From alignment to action: an impact-led design

The impact strategy for GDS-Forum and Impact Day is structured around one foundational pathway and four operational impact pathways.

At its foundation are stakeholder alignment and impact governance, ensuring that city priorities, destination strategies, and event activities are aligned, legitimate, and mutually reinforcing.

The four operational pathways focus on:

• Building capacity for sustainable and regenerative tourism and events so ambition translates into consistent practice;
• Youth leadership and future talent, positioning young people as active contributors to city transformation;
• Destination positioning and attraction, aligning international visibility with real sustainability performance;
• Leveraging the visitor economy for city transformation, ensuring tourism and events actively support urban regeneration, identity, and residents’ quality of life

The design and impact framework of GDS-Forum and Impact Day 2026 aligns with European Union policy priorities on sustainable tourism, destination resilience, and climate transition, reinforcing tourism and events as legitimate instruments of public value and long-term urban transformation.
 

From left to right: Michał Przepiera, Deputy Mayor of City of Szczecin, Geneviève Leclerc, Co-Founder of #MEET4IMPACT, Guy Bigwood, CEO of the GDS-Movement, Ireneusz Nowak, CEO of Żegluga Szczecińska Turystyka Wydarzenia

Designed for impact

“Better Together” is also reflected in how the event itself is delivered. GDS-Forum and Impact Day 2026 is co-created through close collaboration between GDS-Movement, #MEET4IMPACT, the City of Szczecin, the Szczecin Convention Bureau, the Polish Tourism Organisation, and the Poland Convention Bureau. Together, they bring global sustainability thought leadership, deep expertise in impact and legacy, and a host city and country actively using events as a lever for long-term urban and community transformation.

This partnership embodies the belief that meaningful change in tourism and events does not happen in isolation, but through cities, organisers, and impact practitioners working together around shared, intentional goals. The global community of tourism, event, and association professionals is invited to Szczecin to help build the city’s growing regenerative capacity and ambitions, while strengthening impact across destinations worldwide.

Geneviève Leclerc, CEO & Co-Founder of #MEET4IMPACT, added: “Impact Day is about centring people - especially young people - in how we design the future of events. With the theme, ‘Where the Future Grows’, we’re creating space for youth-led ideas, local engagement, and practical impact that lasts long after the event ends.”
 

Szczecin: a host city that welcomes radical collaboration

Just two hours from Berlin, Szczecin is a post-industrial city in active reinvention. Shaped by water, industry, and decades of change, the city is transforming its industrial legacy into a regenerative future guided by its Floating Garden vision — a water-based metropolis integrating natural and built environments. By hosting GDS-Forum and Impact Day 2026, Szczecin positions itself as a living laboratory for how cities can align tourism, events, ecology, culture, and civic life to support long-term transformation.

Leopold Korytkowski, Director of Tourism and Events in Żegluga Szczecińska Turystyka i Wydarzenia, commented: “Hosting GDS-Forum and Impact Day 2026 is an opportunity to help build the regenerative capacity and ambition of Szczecin’s visitor economy, while contributing to the global transformation of tourism and events. We are proud to welcome a community that is ready to collaborate, innovate, and lead with purpose.”

Applications for the 2026 GDS-Awards open soon

The GDS-Awards Ceremony, taking place on 17 June 2026, will recognise cities, destinations, and individuals demonstrating leadership in regeneration, innovation, and impact, through three application-based awards.

The ceremony will announce:

• The GDS-Movement and #MEET4IMPACT Impact Award, which acknowledges and celebrates a destination management organisation committed to legacy and impact through business events;
• The GDS-Movement Innovation Award, which recognises and showcases a destination using innovative solutions to drive sustainability performance;
• The new GDS-Movement Changemaker Award, which recognises an individual professional who has made an outstanding contribution to advancing regeneration within a destination.

Individual or joint event registration is now available, with limited capacity to ensure meaningful participation and deep collaboration. Registration is now open.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.

Bellagroup, one of Denmark’s leading businesses in the hotel, conference, event, and hospitality industry, has announced that it has officially achieved certification as a B Corp, with Bella Center Copenhagen becoming the first major congress and exhibition venue to do so.

B Corp Certification is achieved by companies that meet rigorous standards of social and environmental performance, accountability, and transparency. Bellagroup’s achievement reflects its commitment to Responsible Hospitality, integrating sustainability throughout its operations. 

Across its hotels and venues, Bellagroup has spent recent years intensifying its efforts to reduce emissions, improve resource efficiency, strengthen community engagement, and enhance transparency.

Amongst the most notable accomplishments is a 36 % reduction in group-wide Scope 1, 2 and 3 CO₂e emissions since 2019. A 16,000 sqm solar park covering more than a third of Bella Center’s electricity consumption, and a 10% decrease in total waste last year. 

Jesper Mark Dixen, CEO of Bellagroup, said: “Becoming a B Corp marks a key milestone in our sustainability journey. We’re proud to set a positive example in venue industry as a B Corp, and we look forward to taking part in the B Corp community as we continue working on our Responsible Hospitality agenda.”

Gitte Rosholm, B Lab Nordics manager, commented: "We’re delighted to welcome Bellagroup to the B Corp community. By joining the global B Corp movement, Bellagroup sets a powerful example for their industry, leading the way and showing how a congress and exhibition venue can contribute to positive change. They’ll be a strong addition to both our Nordic and global community, standing alongside pioneering businesses across sectors that are collectively working toward an inclusive, equitable, and regenerative economy."

This certification sends a signal to Bellagroup’s clients, partners and guests around the world that sustainability is not an afterthought, but an integral part of the business model. The B Corp framework emphasizes transparency, accountability and continuous improvement in the way the company approaches governance, community, environment, and customers.

For event planners, hotel guests and corporate customers, this means working with a partner committed to measurable positive impact.
 

Highlights of Bellagroup’s sustainability journey:

• The installation of a 16,000 m² solar panel park at Bella Center Copenhagen covering 36% of the venue’s annual electricity consumption;
• A reduction of 36 % in absolute CO₂e emissions from 2019 to 2024;
• A 10 % reduction in waste consumption across the group from 2023 to 2024;
• More than 10,000 employee training hours in 2024 and over 60 different nationalities represented across the workforce.
• SBTi confirmed targets for net zero by 2050, with 60% Scope 1 & 2 and 46% Scope 3 reductions by 2030.

Bellagroup is one of Denmark’s largest companies in the hotel, conference, event, and hospitality industry.

Its venue division consists of the congress, event, and meeting destinations Bella Center Copenhagen, Bella Arena, and Bella Sky Conference & Event, as well as CIFF Showrooms and International House. Bellagroup’s in-house produced large-scale events include CIFF - Copenhagen International Fashion Fair, the Bogforum literature festival, and Copenhagen Gaming Week.

Bellagroup operates three hotels under internationally recognized brands: Crowne Plaza Copenhagen Towers, AC Hotel Bella Sky Copenhagen, and Copenhagen Marriott Hotel, with a total of nearly 1,600 rooms.
 

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ICCA and Destination Canada have unveiled The State of Sustainability in Associations Report, revealing that while global associations increasingly value sustainability, many still struggle to turn commitment into measurable action.

According to the study, 66% of international associations now rate sustainability as very or extremely important, up from 60% in 2023, but consistent implementation remains elusive. Nearly a quarter (24%) still do not calculate their carbon footprint, and 19% outsource measurement rather than building internal expertise.

The report also highlights a “cost paradox”: 63% cite cost as the top barrier to sustainable event planning, yet 46% are willing to pay 5–24% more for sustainable options—suggesting perception, not price, is the true obstacle.

Dr. Senthil Gopinath, CEO of ICCA, said: “Our industry has moved beyond debating whether sustainability matters. The challenge now is transforming aspiration into accountability. This report provides the insight and evidence our community needs to act with purpose and precision.” 

Virginie De Visscher, Executive Director, Business Events of Destination Canada, said: “At Destination Canada, we are committed to building a more sustainable business events industry—in Canada and around the world. We’re proud to partner with ICCA on this report, and we hope it empowers associations and destinations alike to turn their sustainability goals into lasting impact.” 

The full report is available on iccaworld.org

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The Costa Rica Convention Center (CRCC) has once again achieved AIPC Quality Standards Gold Level Certification, following a comprehensive external audit conducted by the programme’s designated auditor.

This re-certification reinforces CRCC’s position among an elite group of more than 30 AIPC centres worldwide that have attained and maintained this international benchmark of excellence.

Developed specifically for the convention centre industry, the AIPC Quality Standards Program provides an independent and structured evaluation of a centre’s management performance across key management areas. It remains the only certification tailored exclusively to convention and exhibition centres.

CRCC’s re-certification at the Gold Level highlights the Centre’s continued commitment to quality, innovation, and strategic improvement. The external auditor commended the Centre for its clear documentation, robust cybersecurity program, and the strong alignment between its AIPC Quality Standards improvement initiatives and its overall strategic objectives.

The certification audit assesses eleven key management areas that capture the evolving priorities of the global meetings industry. Customer Service, Quality of Facilities and Operations, Employee Relations, Health, Safety, Security and Emergency Response, Financial Integrity, Community Relations, Environmental Responsibility, Industry Relations, Inclusivity,  and Supplier Relations.

Centres that complete the audit consistently report that the process not only validates their ongoing efforts but also provides valuable insights for further enhancement and team engagement.

AIPC President Julianne Jammers congratulated the Costa Rica Convention Center on its achievement: “The CRCC team has shown a remarkable dedication to continuous improvement and alignment with international best practices. Their Gold Level re-certification underlines both operational excellence and a strong strategic vision for the future.”

Álvaro Rojas, General Manager of the Costa Rica Convention Center, said: “Being re-certified at the AIPC Gold Level is a great source of pride for our entire team. This recognition validates our ongoing commitment to excellence, sustainability, and innovation. It also reinforces our promise to clients, partners, and the community that CRCC continues to meet the highest global standards in the meetings and events industry.”

CRCC’s achievement demonstrates a sustained culture of quality, transparency, and leadership in Latin America’s convention landscape, solidifying its reputation as one of the region’s premier business events venues.

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Expo City Dubai boasts the highest level of sustainable tourism certification available globally having become a Certified Sustainable Destination under the Global Sustainable Tourism Council (GSTC), leading the way in the UAE’s commitment to putting the planet at the heart of tourism.

Illustrating the city’s commitment to embedding sustainability into every aspect of its evolution and operations and strengthening its offering as a tourist destination in the UAE, Expo City is the first city in the Middle East and North Africa (MENA) region to receive the full GSTC-level certification, in compliance with the Green Destinations Standard. The criteria span tourism destination management, nature and scenery, environment and climate, culture and tradition, social wellbeing and sustainable governance.

The achievement illustrates the centrality of sustainability – environmental, social and economic – to the city’s vision, as it continues to serve as a hub for sustainability pioneers and a driver of meaningful partnerships and initiatives. It follows Expo City becoming a Certified Autism CenterTM last year, reflecting its standing as a city built for the world, to deliver a better future for all.

Expo City’s GSTC certificate will be awarded during the first ever Sustainable Destinations Forum, taking place at Expo City Dubai from 28-29 October. This dedicated event for the region’s leaders in sustainable tourism is co-hosted with Green Destinations – a GSTC-accredited certification organisation that supports sustainable destinations – and held in partnership with the UAE Ministry of Economy and Tourism.

H.E. Dr Maria Hanif Alqassim, Assistant Undersecretary of Policies and Economic Studies Sector, UAE Ministry of Economy and Tourism, said: “The UAE has placed sustainability at the core of its tourism strategy, ensuring that growth goes hand in hand with the preservation of our environment, climate and natural resources. Through ambitious initiatives, we aim to expand the tourism sector’s contribution to the national economy in a way that reflects our responsibility to future generations. In line with this commitment, the Ministry is collaborating with the Organisation for Economic Cooperation and Development (OECD) and other partners to integrate sustainability standards into our tourism policies, supported by strong governance and robust data systems.

“These efforts have positioned the UAE as a global leader in sustainable tourism, meeting the growing demand for engaging, responsible travel. Expo City Dubai exemplifies this vision, uniting environmental stewardship with economic opportunity. We look forward to advancing this ambition globally at the Sustainable Destinations Forum, along with Green Destinations and other partners.”

Marjan Faraidooni, Chief of Education and Culture at Expo City Dubai, said: “Sustainability is part of Expo City Dubai’s DNA. We are proud to have received the GSTC destination recognition, illustrating that tourism can – and must – go hand in hand with care for our environment and culture. We believe we have a responsibility to spread these values through youth and community engagement and learning opportunities, and we look forward to working with like-minded organisations at the Sustainable Destinations Forum, where together we will help shape a cleaner, greener tourism industry.”

Terra sits at the heart of Expo City’s commitment as the city’s flagship sustainability experience and a living showcase of the principles behind the GSTC certification. Playing a key role in strengthening Expo City’s position as a global leader in sustainable tourism, Terra exemplifies the sector’s potential to advance environmental stewardship and community engagement, integrating net-zero design, nature-based solutions and hands-on education to inspire positive change.

With a mission to put the planet at the forefront of everyone’s minds and drive climate action, Terra is home to the world’s first International Union for Conservation of Nature Centre for Species Survival (CSS) dedicated to fungi and the regional office of Jane Goodall’s Roots & Shoots programme – a global environmental, animal welfare, and humanitarian youth outreach initiative.

Terra also plays a key part in Expo City Dubai’s forward-thinking and people- and environment-focused master plan, which ensures ease of navigation, circulation and accessibility, with a network of green and blue spaces permeating throughout. The master plan has earned WELL Community pre-certification – the first urban centre in the MENA region to achieve this standard, which emphasises health and wellbeing – as well as being pre-certified Platinum, the highest possible rating in LEED (Leadership in Energy and Environmental Design) Cities and Communities standard, which focuses on economic development and environmental preservation.

Tourism for Good

The Sustainable Destinations Forum – the primary global platform to ensure tourism is an engine for environmental health and local prosperity – will highlight innovative practices and strategies aimed at advancing the sustainable tourism agenda worldwide.

Taking place at The Nexus in Expo City Dubai – an ISO 20121:2024-certified venue – the Forum will welcome key influencers and decision-makers, including city and regional leaders, tourism industry professionals, private and public developers, investors, consultants and international organisations, creating a unique platform for cross-sector collaboration. Speakers include Wael Al-Rousan, Deputy Managing Director, Jordan Tourism Board; Melih Kayacik; Tourism Directorate, Metropolitan City of Izmir; and Dr Chuwit Mitrchob Deputy Director General, Designated Areas for Sustainable Tourism Administration (DASTA), Thailand.

Dubai Business Events – the city’s official convention bureau – is a destination partner at the Forum, which will focus on sustainable business practices in tourism, the innovative use of data in sustainability metrics, the empowerment of local leadership, and enhancing tourist experiences through the Good Travel Alliance.

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Cvent today announced a new sustainability-focused partnership with enviricard®, expanding its suite of environmentally responsible event solutions.

The collaboration, available to customers using Cvent OnArrival 360, empowers event organisers to reduce badge waste and align their programmes with corporate sustainability goals. The eco-badge solution will be showcased this week at Cvent CONNECT Europe, the company’s annual customer conference taking place in London and online.

Through the Cvent and enviricard partnership, each badge is produced from Invercote® paperboard, sourced from responsibly managed Nordic forests and manufactured at Holmen Iggesund’s EcoVadis Platinum-rated mill. The paperboard is FSC-certified, biodegradable, compostable, and fully recyclable.

Badges are printed using Ricoh’s sustainable European digital print network, which enables full-colour, high-quality printing while minimising energy use and waste. Together, these practices deliver a 57% reduction in overall carbon emissions compared to traditional PVC cards.

Sustainability: A Growing Expectation for Events

The Amex GBT 2026 Global Meetings & Events Forecast found that 40% of event attendees expect visible sustainability measures, while “improving sustainability initiatives” ranks among top priorities for meeting planners in 2026.

In the report, Amex GBT Meetings & Events Head of Sustainability, Eloísa Urrutia, notes: “Sustainability is a business and social imperative, but it is also personal. It’s emotive, drives loyalty, and inspires. Post-event surveys consistently show that well-executed sustainability ranks among the top drivers of attendee engagement.”

While event technology has already helped reduce the carbon footprint of meetings and travel programmes, badge waste has remained a persistent challenge. This partnership directly addresses that issue with a plastic-free, paper-based alternative.

“Our customers are increasingly focused on delivering sustainable events that reflect their brand values, and these partnerships offer a simple, tangible way to achieve sustainability goals,” said Andreas Heckmann (cover photo), Cvent Chief Customer Officer. “Whether it’s using recyclable materials or keeping badge waste out of landfills, we’re helping our customers take meaningful steps toward their corporate responsibility goals without adding complexity to their planning.”

Availability

The new eco-badge offering is available now and complements Cvent’s existing sustainable badging options, including just-in-time badge printing, biodegradable vinyl holders and lanyards made from 100% recycled PET plastic.

Availability and production methods may vary by region, based on local printing and recycling infrastructure.

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Melbourne has achieved number one ranking in Australia and in the Asia Pacific in the prestigious Global Destination Sustainability (GDS) Index rankings for 2025. The city also earned first position in the Metropolis and Mega Cities category.  

Melbourne rose to 11th place worldwide, from 24th place in 2024, cementing its place as a global leader in sustainability and its commitment to continuous improvement across the visitor economy. The city’s index score improved from 76.6 per cent in 2024 to 83 per cent in 2025, the most significant improvement in the past seven years. 

The GDS Index is the world’s leading sustainability benchmarking and performance improvement programme for tourism and events destinations, evaluating cities across four key pillars: environmental strategy and performance, social sustainability, destination management, and supplier engagement. 

Melbourne Convention Bureau Chief Executive Julia Swanson, said: “Melbourne’s top ranking in the GDS-Index is a testament to the power of collaboration across our city. From government and industry to our venues and suppliers, we’ve worked together to embed sustainability into the fabric of our business events sector. This recognition reflects our shared commitment to creating lasting social and environmental impact, and it reinforces Melbourne’s position as a global leader in sustainable business events.”

A key element in Melbourne’s success was the strong performance of suppliers across the city who play a critical role in delivering environmentally and socially responsible events. Organisations, including hotels and event venues, demonstrated a commitment to sustainable practices that elevated Melbourne’s ability to host world-class events with minimal environmental impact.  

The strength of Team Melbourne and the city’s collaborative approach to event delivery also played a crucial role in the result. Melbourne Convention Bureau’s strong partnerships with the City of Melbourne and the Melbourne Convention and Exhibition Centre (MCEC), as well as the support of the Victorian government, allow them to embed sustainability into the way they attract, plan and deliver business events, creating world-class events that leave a positive legacy. The City of Melbourne collaborated closely with MCB on their submission, ensuring their efforts in being considered a sustainable event destination were recognised on the world stage. 

Melbourne Convention and Exhibition Centre Chief Executive Natalie O’Brien, said: "Melbourne’s top ranking in the GDS-Earth Index is a powerful recognition of our city’s collective commitment to sustainability and innovation. At MCEC, we’re proud to contribute to this achievement through our world-leading environmental design and operations, and by working closely with our partners to deliver events that are not only exceptional but also responsible. This result reflects the strength of Team Melbourne and our shared vision for a thriving, sustainable visitor economy." 

The City of Melbourne is a global leader in climate action and sustainability, with a range of policies and programmes designed to address these pressing problems. MCEC is the first centre in the world to be awarded the 6-Star Green Star rating for its innovative environmental design and operational features, and the centre has been awarded Platinum certification in the Earth Check Company Standard; one of only 5 convention centres in the world with Platinum or Master certification. 

The City of Melbourne Lord Mayor Nicholas Reece, said: "Melbourne’s number one ranking in the GDS-Earth Index is a testament to our city’s unwavering commitment to sustainability, innovation and collaboration. From green buildings to inclusive community programs, we are embedding climate action into everything we do. This recognition reflects the strength of our partnerships and the passion of our people to build a cleaner, greener and fairer Melbourne for generations to come."  

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.

The Global Destination Sustainability Index (GDS-Index) unveiled its 2025 Top 40 rankings, marking a decade of pioneering destination sustainability benchmarking. This year’s theme, Shifting Tides, reflects a period of global transition during which destinations demonstrate remarkable resilience and accelerated action.

The 2025 GDS-Index celebrates ten years of progress, revealing a 31% increase in average performance across all participating destinations since the programme began, with a remarkable 46% rise in the Top 10’s performance. In a year still shaped by economic uncertainty, destinations have had to practise resilience to maintain momentum.
 

The 2025 Leadership Destination: Helsinki

For the second year running, Helsinki leads the GDS-Index with a score of 93.52%, cementing its role as a sustainable and regenerative tourism and events leader. The city's path includes ending its coal era for good and becoming the first major European capital to earn a Green Destinations certification. This commitment extends to visitors, with near-universal sustainability certification across its tourism infrastructure: 99% of hotel rooms (in properties with more than 50 rooms), 100% of convention centres, and 80% of top attractions are now third-party certified.

Underpinning this is a robust climate action plan for tourism that focuses on measuring emissions and preparing for future risks. Nina Vesterinen, Tourism Director, City of Helsinki, said: “We are so happy with this result because Helsinki invests substantially in sustainable development, and this recognition reaffirms our right direction.”

The 2025 Top 3 Leadership Destinations:

1. Helsinki, Finland (93.52%)
2. Gothenburg, Sweden (91.51%)
3. Copenhagen, Denmark (88.76%)

The Nordic trio continues to dominate, but the leaderboard is tightening. The gap between the Top 10 and the overall GDS-Index average has narrowed significantly, decreasing from 23.2% to 20.3%, indicating an encouraging rise in overall performance worldwide.
 

The Most Improved Destination: Adelaide

Adelaide achieved the greatest improvement overall, soaring 23 places in the rankings in just its second year of participation. This dramatic rise was fuelled by its ambitious Integrated Climate Strategy 2030 and the launch of its first sustainability roadmap. The city demonstrated exceptional environmental leadership, and made landmark progress in its supply chain, notably with Adelaide Airport becoming the first in Australia to achieve carbon neutrality for its direct emissions.

Damien Kitto, Chief Executive Officer, Business Events Adelaide commented: “We are delighted that Adelaide has been recognised as the Most Improved Destination in only our second year of participation. Our aim in 2024 was to understand how Adelaide compared with other destinations, and it is fantastic to see such a significant improvement in such a short time.”

Adelaide has a great sustainability story to tell, being a city in a park with easy, walkable accessibility. GDS-Movement provides a stamp of approval to validate our initiatives. It enables us to present Adelaide as a clean and green destination with confidence, and we are grateful to our Team Adelaide partners for their support in helping us to achieve this award.”
 

The 2025 Top 3 Most Improved Destinations:

1. Adelaide, Australia
2. Krakow, Poland
3. The Malverns, United Kingdom

Key Insights from the 2025 Data:

• A Dynamic Top 40: The 2025 GDS-Index Top 40 is more dynamic and competitive than ever. Nine new destinations entered the rankings. The leaderboard has also tightened significantly, with the gap between the top and bottom spots narrowing, indicating that the standard for destination sustainability is rising rapidly.
   
• Climate Action Accelerates: Destinations are increasingly moving from ambition to action. The share of destinations reporting climate action at a sector level increased from 54% to 77%. Also, a growing number of destinations in the 2025 GDS-Index are demonstrating their commitment to climate action, with more than one in five (22%) now signed up to UN Tourism’s "Glasgow Declaration on Climate Action", a significant rise from last year (10%).
   
• Certification Becomes Mainstream: Third-party verified sustainability certification is becoming a critical benchmark across the global tourism sector. The push for certification is gaining significant momentum, with 81% of hotels in the Top 10 destinations now certified, a notable rise from 66% in 2016. 50% of all DMOs in the top ten have now received a sustainability certification for their own organisational practices, demonstrating a significant, industry-wide commitment to leading by example.
   
• From Intention to Action: Overall, destinations are showing strong progress in their impact and legacy contributions. In 2025, 32% of destinations improved these scores, while 10% saw a decrease. From 2021 to 2024, those with no programme averaged 35%, but this dropped significantly to 23.5% in 2025, indicating a growing commitment to impact-driven initiatives.
   
• Regional Leadership Emerges: The 2025 data confirms that sustainability leadership is a global phenomenon, not confined to a single continent or region. Helsinki (93.52%) continues to set the unparalleled standard in Northern Europe, while Lyon (84.40%) leads in Central & Southern Europe. In the Asia-Pacific region, Melbourne (83.03%) tops the rankings, and Montreal (79.82%) retains its leadership position in North America, demonstrating that committed destinations worldwide are making significant strides.
   

Guy Bigwood, CEO and Chief Changemaker at GDS-Movement, said: “Every destination featured in the GDS-Index has demonstrated leadership and commitment - each one deserving recognition for its efforts to build a more regenerative future. As we mark the 10th year of the GDS-Index - with 626 benchmarking assessments completed across 35 countries since 2016 - one thing has remained constant: the courage of this community to lead with vision and to innovate with purpose. From shifting seasonality to changing governance and a pushback against sustainability, members of the movement meet each wave with intention, creativity, and a fierce resolve to do better, faster, together. It’s not just about riding the wave, it’s about learning how to read it, shape it, and surf it to make it count.”
 

The full 2025 GDS-Index report, including the complete Top 40 ranking and detailed regional analysis, is available for download here 
 

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AIM Italy, part of AIM Group International, has received the EcoVadis 'Committed' badge for the second consecutive year. This recognition highlights the group's commitment to integrating sustainability into all its activities.

Since launching the EcoVadis assessment process two years ago, AIM Italy has achieved significant growth. In 2024, it achieved a higher overall score than the previous year (59/100), once again earning it the second-level 'Committed' badge under the rating system. Progress was made in all four reference pillars: environment, labour practices and human rights, ethics, and sustainable procurement. This score indicates a level of performance that is positive compared to industry benchmarks.

EcoVadis is one of the world's leading platforms for assessing ESG performance. It does more than just assign a score; its method certifies that policies and daily actions have a concrete impact, guiding organisations towards increasingly transparent and responsible management.

“Sustainability is no longer just an innovative project; today, it is an integral part of how we work and lead our teams,” says Patrizia Semprebene Buongiorno (right side), Vice President of AIM Group. ‘We have extended our commitment to internal processes and events, with clear protocols and continuous training, because we believe that change comes from daily actions shared with all stakeholders.’

AIM Group's sustainability initiatives

In recent years, AIM Group has introduced several concrete actions in favour of environmental, social and ethical sustainability. The main ones are:

• Waste reduction and a plastic-free philosophy: the Group has adopted a structured approach based on the 4 Rs (Reduce, Reuse, Recycle and Recover). Single-use materials have been progressively eliminated and plastic-free solutions involving reusable cups and water bottles have been promoted. Water dispensers have been installed in offices, and advanced separate waste collection systems have been set up in collaboration with offices and suppliers. These principles are also applied when organising events, in line with the international ISO 20121 standard for sustainable event management.
   
• A responsible supply chain: AIM Group has introduced a Sustainability Protocol for the supply chain, which requires partners to adhere to the Group's principles on ethics, human rights and the environment. 87.5% of annual expenditure is now allocated to local suppliers, positively impacting local economies and reducing transport-related emissions.
   
• Worker health and well-being: The Workplace Health Promotion (WHP) project, promoted by ATS Milano and the Lombardy Region and based on the World Health Organization's (WHO) “Healthy Workplace” model, promotes healthier and more collaborative work environments. This fosters the physical and psychological well-being of staff and encourages the adoption of healthy lifestyles.
   
• Training and internal culture: In addition to operational measures, the Group has reinforced its ongoing staff training programmes to raise awareness of environmental and ethical issues and develop a corporate culture that is increasingly focused on sustainability.

“The EcoVadis recognition motivates us to do even more. We will continue to invest in initiatives that combine ethics, environmental protection and people's well-being in order to generate lasting value for clients, communities and partners,” concludes Patrizia Buongiorno.

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Copenhagen’s green experience economy, CopenPay, is back. The goal is to raise tourists’ awareness about making more responsible choices. The initiative, which allows visitors to “pay” for experiences with actions, returns three times bigger, runs twice as long and rewards train travel.

Tourism is a major contributor to CO2 emissions and there is a need to change the mindset of tourists and encourage green choices. New research shows a large willingness among tourists to act more responsibly and leave the destination better than they found it. 

Last year, Copenhagen changed the agenda of tourism globally by introducing CopenPay as a pilot programme where green actions became a currency, allowing visitors to earn free cultural experiences by doing responsible actions. Now, CopenPay is back – more than tripled in size with 90 participating attractions across Copenhagen and running twice as long, 9 weeks.

"By integrating more responsible actions into the visitor experience, CopenPay is redefining how we in Copenhagen approach tourism. Rather than bringing more tourists to the city, the goal with CopenPay is to nudge our visitors and raise their awareness about traveling in a more sustainable way - exploring Copenhagen more responsibly while being rewarded with unique experiences,” says Søren Tegen Pedersen, CEO of Wonderful Copenhagen.

© Thomas Høyrup Christensen

Arriving by train equals more discounts

UN projects a steep increase in global travel with the number of arrivals increasing globally from 1.4 billion in 2019 to 1.8 billion in 2030 – so there is a need to reconsider how we travel. This year, CopenPay rewards visitors who arrive in Copenhagen by train with perks such as free bike rentals, yoga sessions, guided tours, or discounted entry to some of the city’s top attractions.

And once in the city, CopenPay also urges visitors to stay longer and thereby altogether travel less – by rewarding longer stays.

“The biggest climate impact from tourism comes from transportation. So, this year, we encourage travelers to take the train to Copenhagen. Furthermore, we want visitors to travel less but stay longer. Therefore, we reward visitors who stay four days or more by offering benefits like free bike rentals or a vegetarian meal,” Søren Tegen Pedersen says and explains that the initiative aligns with Copenhagen’s ambition to become number one on the global index of most sustainable urban destinations and aims to inspire similar initiatives globally.

Booking.com’s 2025 research shows that there is great potential to turn tourism into a force for positive change as 7 out of 10 travelers aim to leave a destination better than they found it.

Pedersen says: "Tourism must move from being an environmental burden to a force for positive change. Luckily, there is a big willingness among tourists to contribute positively to the destinations they visit.” 

“With CopenPay, we aim to raise traveler’s awareness about choices and impact. At the same time, we provide our visitors with an easy and locally based way to contribute to our city. And hopefully, they will leave inspired to do more responsible actions back home and on their next travel.”  

CopenPay – a global movement

In 2024, the pilot programme exceeded expectations. During last year’s 4 weeks-run of CopenPay, bike rentals increased by 29%, tons of litter were collected, and 98% of participants said they would recommend the initiative. 

But ultimately, the ambition of CopenPay extends beyond Copenhagen. The project aims to inspire travelers to make more responsible choices both during their stay and after they return home. Since last year, Wonderful Copenhagen has been invited to share their learnings with more than 100 destinations around the world, and with this expanded initiative, they hope to show that the potential isn’t just here in Copenhagen, but everywhere.

“One of the great things about tourism is cultural exchange,” Søren Tegen Pedersen says. “We learn a lot from our visitors, and in return, we hope they’ll leave Copenhagen inspired – to bike more, choose more plant-based meals, and continue making more responsible choices wherever they are.”

Wonderful Copenhagen is the official tourism organisation in Copenhagen and organises CopenPay in collaboration with a wide range of local partners, including attractions and the Municipality of Copenhagen.
 

Published by Meeting Media Group, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.

Geneva Tourism & Convention published the first edition of a series of educative resources for event and conference organisers.

The Responsible Events Guide aims to serve as a valuable resource, facilitating the adoption of sustainable practices among industry professionals, by giving them clear, actionable advice, to make sustainable event management accessible and approachable. Its objective is to provide localised, destination-specific information to support sustainable event planning. The core focus is on facilitating connections between the right people and consolidating relevant resources in one accessible place.

Over the years, Geneva hosted many international events, conferences and conventions. Organisers increasingly expressed the need for sustainable solutions for their event. Geneva is home to numerous local stakeholders and sustainability initiatives, yet event organisers often struggle to identify the appropriate solutions and connect with the right people to support their sustainability goals.

"Our aim is to serve as a bridge, connecting planners with the local sustainability ecosystem," said, Adrien Genier, director of the Geneva Tourism & Convention Foundation. "By facilitating these relationships, we empower industry professionals to collaborate with the right partners and implement impactful, environmentally conscious practices throughout their events."

The Responsible Events Guide consolidates relevant local resources, and contact information, streamlining access to Geneva's sustainability ecosystem. Divided into 9 chapters, the guide provides clear, actionable advice on topics such as destination, food, waste management, venues and hotels, transport, diversity and inclusion, impact and legacy, governance, and communication.

"Sustainability often falls lower on the priority list when planning a conference, as event organisers must navigate a multitude of variables depending on the destination," explained, Laura Alonso Huarte, sustainability manager at Geneva Tourism. "With this resource, our objective is to make sustainable event management accessible and approachable, empowering organisers to easily integrate eco-conscious practices into their conferences."

The guide is not intended as a rigid checklist, but rather as a source of inspiration for industry professionals to explore sustainable solutions tailored to their unique needs and preferences. By equipping event organisers with the knowledge and confidence to incorporate sustainability, the Geneva Tourism & Convention Foundation aims to facilitate the adoption of responsible practices in the events industry.

Most of the thematic chapters follow a consistent format, including an introduction to the topic, "Did you know?" sections highlighting sustainability initiatives in Geneva, lists of relevant service providers updated annually, detailed recommendations for concrete actions and a checklist to facilitate the monitoring of implemented measures. This streamlined approach ensures the guide is user-friendly and enables event planners to easily identify the information and resources they need to enhance the sustainability of their events in Geneva.

The Responsible Events Guide is available on the Geneva Tourism & Convention website

Cityscape of Wroclaw

Wrocław and Szczecin have officially joined the 2025 Global Destination Sustainability Index (GDS-Index), bringing the total number of Polish cities in the global performance improvement programme to four, alongside Krakow and Gdańsk.

By joining the GDS-Index, the cities demonstrate their commitment to sustainability in a milestone step towards a more resilient tourism and events industry and set a powerful example for destinations worldwide. It enables them to benchmark current performance, harness global collaboration and best practices to strengthen their strategies, and drive regeneration through a more resilient tourism and events industry. 

Wrocław and Szczecin are not only advancing their sustainability efforts but also proving that responsible tourism can drive meaningful progress. Szczecin, renowned for its international sailing events made possible by its large, natural water bodies, recorded 822,400 overnight stays between January and September 2024. This marks a 9.1% increase compared to the same period in 2023 when 793,300 overnight stays were registered.

Guy Bigwood, Chief Changemaker and CEO of GDS-Movement, said: "The inclusion of Wrocław and Szczecin in the 2025 GDS-Index underscores Poland’s growing commitment to building a more regenerative and resilient tourism and events sector. As these cities join Krakow and Gdańsk in the ranking, they are not only elevating their own sustainability strategies, they are harnessing the power of collaboration to unlock collective intelligence. Together, they are setting a new standard for Poland’s visitor economy and inspiring a future where sustainability, innovation, and progress go hand in hand."

Wrocław, often called the “Venice of the North” for its many bridges, footbridges and waterways, saw a nearly 7% increase in overnight tourists in 2023 compared to the previous year, bringing visitor numbers close to pre-pandemic levels in 2018. These figures highlight both cities’ ability to attract visitors while staying true to their sustainable values.

Cityscape of Szczecin | © Szczecin Convention Bureau

Dawid Pańczyszyn, President of the Board at the Wrocław Convention Bureau, commented: "Wrocław has long embraced sustainability, but, like any ongoing process, there is always room for growth. Joining the GDS-Index enables us to assess and enhance our efforts, recognising that true progress comes from collective action on a global scale. Partnering with the GDS-Movement grants us access to valuable tools and a network of like-minded destinations striving for the same goal. By implementing sustainable solutions, we aim to lead by example, fostering more regenerative and resilient destinations."

To further support this transition, the GDS-Movement leads a dedicated workshop today (20 March), bringing together six Polish cities (Szczecin, Krakow, Wroclaw, Gdańsk, Sopot, and Gdynia). It will include representatives from the Pomeranian Regional Tourist Organisation and the Poland Convention Bureau. Together, the organisations will explore sustainable and regenerative tourism trends, share best practices, and develop action plans for advancing regeneration in their destinations.

Anna Rojek, Project Manager, Szczecin Convention Bureau, said: "Since 2008, Szczecin has been shaping its identity through the ‘Szczecin – Floating Garden 2050’ strategy, with greenery and water covering more than half of the city. These natural assets hold the greatest potential for creating a sustainable, thriving, and attractive city for residents and visitors. Progress at the legislative, design, and implementation levels is steadily bringing this vision to life. Joining the GDS-Index is a natural next step in advancing this strategy, strengthening the City of Szczecin Municipality’s international presence and development while aligning with global best practices. It provides a framework to measure progress, drive meaningful action, and create a more responsible, impactful tourism industry."

The workshop takes place one day before The New Trends in Tourism Conference, where Guy Bigwood, Chief Changemaker at the GDS-Movement, will deliver a keynote on "The Regenerative Revolution: Developing and Managing Thriving Destinations That Are Future Fit." His session will highlight the importance of regeneration in tourism and how destinations can move beyond sustainability to create a lasting positive impact.

City of Helsinki, Photographer © Jussi Hellsten

On Tuesday, 4 March, Helsinki was granted the Green Destinations GSTC certificate, which is one more step towards its goal of becoming the world’s most sustainable travel destination. Helsinki is the first city with over half a million residents to receive this certificate.

Helsinki receives the Green Destinations GSTC certificate, which meets the strictest criteria of the Global Sustainable Tourism Council (GSTC) for a sustainable travel destination.

Achieving it essentially requires full compliance with the criteria. There are over 280 items in the GSTC criteria that cover all areas of sustainability. The criteria examine operations from the perspectives of environmental, cultural, social and economic sustainability and sustainable governance.
 

Certificate demonstrates Helsinki’s commitment to promoting sustainability in every area

Created in 2007, the GSTC criteria have been developed in cooperation with the United Nations Environment Programme (UNEP), the United Nations Foundation (UN Foundation), the United Nations Tourism Organization (UNWTO) and the Rainforest Alliance, among others.

“This is a major achievement. It demonstrates Helsinki's exceptionally high commitment to promoting sustainability in all its areas,” says Tourism Director Nina Vesterinen from the City of Helsinki.

The Helsinki City Strategy for 2021 outlines that the goal is to be the most sustainable travel destination in the world. In the autumn of 2024, Helsinki reached the top position in the Global Destination Sustainability Index, which measures the sustainability of travel destinations. With this achievement and the world's strictest travel destination certificate, Helsinki could not be closer to achieving its goal.
 

Years-long focus on sustainability by the city and the travel industry

“Finland has been selected as the happiest country in the world for seven consecutive years. Its capital Helsinki has been a pioneer in sustainable urban development for years, as evidenced by several top positions in various sustainability indices. Helsinki may have the best global foundation for sustainable tourism, but the entire travel industry also deserves a big thank you for their role in achieving this,” Vesterinen continues.

Most hotel rooms in Helsinki are environmentally certified. Its travel attractions, meeting and congress facilities and other tourism operators are also world leaders when it comes to investment in sustainable tourism.
 

EU prepares to curb misleading green claims – certifications important for Helsinki

The European Union is working to tighten its legislation on environmental claims. Its aim is to prevent misleading greenwashing and to ensure that environmental claims made to consumers are based on reliable and verified information. New rules will require companies to provide more detailed justifications for environmental friendliness, which will boost transparency and help consumers make more sustainable choices.

“For that very reason, Helsinki makes every effort to prove the veracity of its sustainability work. This is why the Global Destination Sustainability Index and Green Destinations certificate are important,” Vesterinen concludes.

Tourism Tropical North Queensland (TTNQ) has published its first annual Sustainability Report charting the extensive work undertaken to guide the industry towards reducing carbon emissions and contributing to the local environment and community.

TTNQ Chief Executive Officer Mark Olsen said the industry had taken many steps forward in recent years after establishing the brand promise in 2020 that visitors would: 'See Great, Leave Greater'.

“Global expectations are rising for the tourism industry to move beyond providing experiences to ensuring that tourism is sustainable and contributing to the future of our natural environments and our communities,” he said.

“The TTNQ Sustainability Report 2024 highlights that Tropical North Queensland has the greatest number of eco-accredited businesses in any region in Australia and one of the highest in the world.

“We have 84 operators and 191 experiences with Ecotourism or EarthCheck accreditation, which accounts for 21% of our total membership at TTNQ.

“The region is on-track to reach its Net Zero aspiration in 2050 by aiming to reduce the average carbon emissions per visitor from 55kg per day to 42kg in 2032 through the adoption of sustainable aviation fuel, emissions reductions by businesses through solar, reducing waste to landfill and transitioning to renewables.

“At least 20% of TTNQ members are measuring and offsetting their impacts through local conservation programs such as Reforest’s Mabi forest rehabilitation for the endangered tree kangaroo on the Atherton Tablelands.

“We appointed a part-time Sustainability Coordinator in September 2023 to support members on their sustainability journey and established a Sustainability Leaders Cluster Group which has increased from 71 to 113 members in the past year.

“The TNQ First Nations Tourism Plan was launched in May 2023 recognising that all tourism is on Country, supporting Indigenous experiences to develop, and encouraging more visitors to connect with culture, and since then the number of Indigenous experiences in the Australian Tourism Data Warehouse has almost tripled from 12 to 32.

“TTNQ uses media and marketing activities to help the public to understand challenges we can’t control, such as bleaching on the Great Barrier Reef, and how they can be more involved in making a difference so they can See Great and Leave Greater.

“Initiatives like the Guardian of the Reef program add value by rewarding consumers for learning about the Reef and its challenges.

“This programme earned $7 million in accredited product sales last year with 55,000 people using the platform delivering 18,000 bookings, while more than 60 global media articles worth $20 million reached 200 million people around the world.

“The sustainability journey is a long one, but it is a journey that TTNQ and our members are committed to as we continue to promote our unique destination to the world with the promise that every visitor will not only see great, but they will also leave greater knowing they have contributed to the protection and management of World Heritage areas.”

Read the TTNQ Sustainabiliy Report 2025 here

The AC Forum has joined the global sustainability movement by officially signing the Net Zero Carbon Events (NZCE) Pledge during a festive signing ceremony held at the Scottish Event Campus (SEC) in Glasgow.

This significant milestone was celebrated as part of the AC Forum Annual Meeting, hosted at a venue with deep historical ties to the NZCE initiative, which was launched during COP26 at the SEC.

The addition of AC Forum to the NZCE signatory ranks marks a important moment for the campaign, given AC Forum’s unique position as a collective of prominent international associations, many of which operate outside the traditional business events scope. NZCE anticipates that AC Forum's involvement will inspire its member organisations to embrace the pledge, amplifying the reach and impact of this global effort to achieve net zero carbon emissions in events by 2050.

James Rees, President of the Joint Meetings Industry Council (JMIC), which hosts NZCE on behalf of the industry says: “Having AC Forum sign the Net Zero Carbon Events Pledge underscores the campaign’s growing influence beyond the immediate business events industry. We believe this will pave the way for further association members to engage and champion sustainability within their own communities.”

Alexander Alles, Executive Director of JMIC, adds: "The commitment of AC Forum to the Net Zero Carbon Events Pledge is a significant advancement for our industry. Their leadership sets a powerful example, encouraging associations worldwide to integrate sustainable practices into their event planning and execution."

For AC Forum, signing the NZCE Pledge reflects its commitment to being part of a truly international movement dedicated to environmental sustainability. The NZCE initiative has become a key driver in bringing clarity, practical tools, and a unified approach to reducing environmental impact across the global events ecosystem.

Ben Hainsworth, President of AC Forum, expressed his enthusiasm about this milestone: "By joining the Net Zero Carbon Events Pledge, AC Forum is not only reinforcing its dedication to sustainability but also aligning itself with a collaborative, global effort, which is completely in line with the Paris Agreement. The pledge offers a clear framework for action, and I am confident it will resonate with AC Forum members and encourage wider participation in this crucial mission."

The choice of the SEC as the venue for this important announcement further underscored the significance of the moment. As the birthplace of the NZCE initiative, the SEC embodies the spirit of innovation and commitment needed to drive meaningful change in addressing climate challenges.

Kathleen Warden, Director of Conference Sales at the SEC, remarks: "Hosting the signing ceremony at the SEC, the birthplace of the NZCE initiative during COP26, is a momentous occasion. We are proud to support AC Forum and all organisations dedicated to making impactful changes toward sustainability who are involved in the events sector."

AC Forum's decision to become a signatory of the NZCE Pledge represents a bold step forward in its sustainability journey, and the organisation looks forward to motivating its members to join the movement toward a greener future.

Sustainability is not really an ‘issue’ anymore. It has moved past the issue stage and into the consciousness of virtually every company, organisation, association, and government in the world. The next step is to make it a true priority of all these entities, and associations need to be taking the lead in this arena.

There are some people who will say that associations are merely organisations representing an industry, or a profession, or a cause of some type, and the association itself does not really have much of a carbon footprint. Those people need to think again. Associations have the opportunity to help shape the future of the fight to protect the worldwide environment by being committed, being proactive, and being courageous.

Here are some of the ways to do those:

Being Committed

1. Adopt a policy that clearly states your organisation’s commitment to sustainability in all aspects of your operations.
    
2. To go an extra step, amend your organisation’s mission statement and/or bylaws to include your sustainability dedication.
    
3. Implement association in-house practices that encourage energy conservation and related actions. For example: offer incentives to employees who use public transportation or carpool; install watersaving devices in association offices; reduce paper consumption by relying on cloud usage and electronic backup for documents; continue using video conferencing and other alternatives to replace the need for members and staff to travel, etc.
    

Being Proactive

1. When sending a RFP to venues that wish to host your meetings, conferences, and other events, require the venue to describe its sustainability efforts. These would include green building standards or recognitions earned where applicable, LEED certifications (Leadership in Energy and Environmental Design, is the world’s most widely adopted green building rating system), water conservation methods, etc.
    
2. Extend your organisation’s efforts to your members, exhibitors, and delegates at your events. Give them specific suggestions on ways they can assist your desire for a more environmentally friendly event.
    
3. Implement energy-saving actions at your events, including: paperless sessions, with links and QR codes to guide your attendees to session content; replace paper programmes with event apps; ofer incentives for exhibitors to limit the amount of paper they distribute to booth visitors (personal note: I’ve often thought if I could retrieve the exhibitor handout material left in attendees’ hotel rooms after my conventions, I would collect enough material to provide back to my exhibitors for them to supply their next convention); work with the venue to assure food and beverage functions (including exhibit floor and session breaks) are using the best practices to limit waste and trash, etc.
    
4. Include sessions at your meetings on sustainability. Show members how they can be part of your efforts through the adoption of environmentally friendly practices in their businesses, their workplaces, their institutions, their communities and in their personal lives. Show them the impact that they can make individually, and collectively.
    
5. If possible, use one of your keynote slots in your speaker lineup to have a sustainability expert describe the critical need for energy saving and the scope of what can happen if everyone works together.

Being Courageous

1. Fight against the pushback. There will be some who will be sceptical about your motives, actions, and sincerity. They will think that your organisation is adopting a “issue of the moment” stance; they will not want to be ostracised if they do not participate (i.e., it will cost their company a lot of money; it will be hard to sell to their employers, etc.) They have legitimate concerns in many cases. But we need to be prepared to openly discuss their concerns and move forward.
    
2. Stand up to your commitments. You do not have to insist on venues meeting all your sustainability criteria but let them know that all other things being equal, sustainability could be the deciding factor in which venue you select.
    
3. Take a risk by putting measurement criteria on your association’s commitment to sustainability. Examples: How many/what percentage of your members sign on to your commitment; by what date will you meet each of your goals/priorities; how many of your meeting venues have acquired LEED certification or have implemented energy-saving measures, etc.

Associations have a unique platform and numerous opportunities to be on the leading edge of the sustainability movement worldwide. It is not a social issue; it is not a passing fad; it is not an option… it should be part of your mission.

ABOUT THE AUTHOR

Mark Levin, CAE, CSP has more than 20 years of experience as an association executive and is also an internationally-known speaker and consultant to the nonprofi t and association community. He currently serves as Executive Vice President of the Chain Link Fence Manufacturers Institute, an international trade association, and as President of B.A.I., Inc., his speaking and consulting fi rm.

Sustainability has been an important presence for several years now. Over this period, we have seen many events go paperless, incorporate onsite recycling and composting facilities, and more. Still, sustainability continues to invite scepticism and struggle for some associations, and these organisations are asking themselves several questions, namely: What will the future of sustainability look like, and what is required to implement it?

André Vietor, Nancy Tan, Ksenija Polla and Noel Mitchell of the World PCO Alliance were asked to tackle the complexities implicit in sustainability, and they share their experiences in this article.

Sustainability Is Here to Stay

Ksenija Polla of Talley Management Group Inc. points to the ICCA-Destination Canada 2023 Sustainability report, which shows that most organisations surveyed placed a high level of importance on sustainability, with almost one-quarter considering it extremely important. Additionally, 83% of respondents are actively pursuing sustainability in their event practices, highlighting a growing trend towards integrating sustainability as a core value in the meetings industry.

In turn, André Vietor of Bco Congresos points to a number of factors that are imposing the demand on associations to prioritise Corporate Social Responsibility (CSR), including stricter environmental regulations and government policies, and a growing demand for sustainability commitments from conference attendees, sponsors, exhibitors as well as other stakeholders: “These factors encourage or even require associations to adopt sustainable practices in all aspects of their operations, including their meetings.” As a result, there is a growing preference for venues that are sustainably certified, following practices such as energy efficiency, waste reduction, and the use of renewable energy sources.

While in-person attendance is the clear favourite, the pandemic did popularise virtual and hybrid meeting formats, which significantly reduce the carbon footprint associated with travel and accommodation. Noel Mitchell of Keynote PCO has noticed that in-person conferences are indeed facing a backlash due to the travel involved, which is particularly a factor in destinations like Ireland, where air travel is essential. The meetings industry is responding to this criticism by actively building information on the benefits associated with physical meetings, extending far beyond simple economic measures. While this information is useful in general for building understanding and funding with governments, it is also a counter-argument to sustainability criticism.

Along similar lines, awareness campaigns and educational programmes by industry associations, non-profits, and government bodies are promoting the benefits of sustainable meetings and providing guidance on best practices, and there is a growing emphasis on measuring and reporting the environmental impact of meetings. “Overall, the trend towards integrating sustainability into meetings programmes is gaining momentum,” says Vietor, “reflecting broader societal shifts towards environmental responsibility and sustainable development.”

Using the Singapore MICE landscape as an example, Nancy Tan of Ace:Daytons Direct agrees that there is an everincreasing awareness and appreciation for integrating sustainability into meeting programmes. Singapore ranks #17 globally and #2 in Asia-Pacific in the 2023 Global Destination Sustainability Index (GDS-Index), and has also achieved the certification for the Global Sustainable Tourism Council (GSTC) Destination Criteria, becoming the first country to apply the certification process on a national level.
 

Sustainability Is Good, As Long as There Is a Substantial Commitment

While both Tan and Vietor acknowledge that there is some scepticism among associations with regard to the true effectiveness of sustainability, they both maintain that sustainable practices are a vital element of any association’s meeting. The issue is on the level of true commitment behind such practices. As Vietor points out, “some organisations strive to appear environmentally friendly in an effort to satisfy stakeholder expectations or enhance public image, without making a significant environmental impact.” Some examples include a single-use plastics ban without alternatives, recycling bins without verifying that the waste is being disposed of in a sustainable location, carbon offsetting without reduction efforts, green certifications without genuine commitment, eco-friendly promotional items, paperless initiatives without reducing overall consumption or greenwashing in marketing.

“While many organisations have sustainability embedded in high-level planning, fewer have integrated detailed operational aspects like Key Performance Indicators and Event Codes of Conduct,” says Polla. “These more detailed elements require significant effort and commitment and are associated with higher degrees of transparency and accountability, which some organisations may find challenging to implement.”

The effectiveness of any practice or policy depends on proper implementation, genuine commitment, and integration within broader, more impactful sustainability strategies. “It’s important for associations to critically assess and continuously improve their sustainable practices to ensure they are making a real difference rather than just creating a green image,” says Vietor.
 

Implementing Long-lasting Sustainability Is Not Always Easy

The truth is there is a significant logistical and financial effort that is required for associations to adopt sustainable practices, which implies certain challenges such as cost, travel-related emissions, and education. Some associations struggle with the pressure to be ‘green enough’, as integrating comprehensive sustainability practices can be resourceintensive and complex.

Integrating sustainability into meetings and events can be complex. It involves coordinating multiple aspects, such as venue selection, transportation, catering, waste management, and attendee engagement. The scope of this task can be overwhelming, particularly for smaller teams. Without clear metrics, it’s difficult to accurately measure the environmental meeting impact and demonstrate the effectiveness of green initiatives, which is then a challenge to justifying sustainability investments.

Tan agrees that sustainability has its challenges, saying, “SMEs in the MICE landscape are primarily concerned about the costs, the lack of appropriate human resources due to staffing shortages, and the complexities involved in implementing sustainable practices. Additionally, SMEs are concerned about when the ROI for these sustainability efforts will materialise and whether they can afford to wait.”

Finally, associations must balance sustainability with other priorities, such as cost efficiency, attendee experience, and operational feasibility. This can sometimes lead to compromises that make it hard to achieve an association’s desired level of ‘greenness.’

Vietor acknowledges all the above-mentioned barriers, but remains optimistic. “The growing awareness and availability of resources, technologies, and support systems are gradually helping more organisations to overcome these barriers and adopt sustainable practices. And the World PCO Alliance members are, of course, a perfect partner for guiding associations through this journey.”

What does the future of sustainability look like? Here are some of the trends that are likely to only get stronger:

• Low-waste catering (charity donations or food banks)
• Using local produce (reducing food miles and greenhouse gas emissions)
• Encouraging public transport (incentives and discount passes) • Advanced data analytics (track and improve sustainability performance)
• Increased government support (grants and guidelines)
• Increased integration of sustainability (strategic event planning) • Collaborative efforts (collaboration between event organisers, venues, suppliers, and attendees)
• Innovative technologies (AI, IoT, and blockchain)
• Participants’ influence (green practices and transparent communication)
• New tools and resources (carbon calculators and guidelines for best practices)
• Education and awareness (comprehensive educational resources and toolkits)
• Recognition and incentives (awards and financial incentives for planners)

So, while sustainability is here to stay, its continued prominence largely depends on each association’s genuine commitment to sustainable practices. With a spirit of openness, collaboration and innovation, meetings can be an inspirational CSR advocate and a shining example to other industry sectors.

The Global Destination Sustainability Movement (GDS-Movement), a data-driven international change agency driving socio-economic and environmental transformation has announced a strategic partnership with Murmuration, a statistical software suite (SAS) company harnessing satellite data and using Artificial Intelligence (AI) to support sustainable tourism and environmental performance.  

This collaboration will equip destinations working with the GDS-Movement with access to Murmuration’s data-driven solutions, training, and consulting services, aimed at meeting urgent sustainability challenges in the visitor economy and building resilience for the future. 

Founded by two space engineers in 2019, Murmuration leverages satellite Earth observation and AI to deliver real-time insights for stakeholders across the visitor economy. Through intuitive dashboards, destination management organisations can monitor environmental and climate trends, assess risks, and optimise resource management. 

Examples of implementation include: 

• Environmental Monitoring: Comprehensive insights into climate risks, biodiversity, and landscape quality help destinations safeguard their natural assets and ensure a higher-quality visitor experience.  
• Carrying-Capacity Calculations: Through an analysis of each destination’s environmental, social, and economic attributes, this tool enables destinations to determine visitor levels that are more sustainable for both people and the environment. 
• Seasonality and Adaptation Modelling: Real-time and predictive data on tourism patterns and climate impacts support destinations to better manage visitor flows across seasons and better adapt to climate-related changes. 
• Tourism Attractiveness Indicators: Based on data points like air quality, water abundance, and transport sustainability levels, these indicators allow destinations to assess, track, and enhance the tourism experience’s overall appeal and comfort. 

In addition to providing these powerful insights, Murmuration will offer tailored training within the GDS-Academy, GDS-Movement partners and destinations, building local capacity for interpreting and acting on data insights. This training complements GDS-Movement’s bespoke consulting services, helping proactive destinations anticipate future challenges with data-driven sustainability, climate, and events strategies.

Guy Bigwood, Chief Changemaker of the GDS-Movement, commented: “We are excited to partner with Murmuration, whose advanced satellite and AI-driven solutions bring outstanding value to our growing community. This collaboration enables destinations to further successfully tackle critical issues, turning complex, correlated data into actionable insights. By equipping destinations with progressive tools, we can help them not only solve today’s challenges but anticipate and manage future impacts.”

Tarek Habib, Co-founder and CEO of Murmuration added: “Our partnership with GDS-Movement is a major, concrete step in the journey to achieving positive global impact. The GDS-Movement's expertise, network, and reach, powered by Murmuration's technology, enable us to better support tourism stakeholders in reaching their sustainability goals and moving into a regeneration paradigm. Together, we approach topics such as destination sustainability certification, carrying capacity and seasonality using trailblazing tools and methodologies."

This collaboration integrates Murmuration’s sophisticated data insights and training into the GDS-Movement’s suite of services, setting new benchmarks for more sustainable management of the visitor economy and helping destinations create an increasingly positive impact for years to come. 

bnetwork, a leading SaaS accommodation management company specialising in large-scale B2B events across EMEA and globally, has released a new report, Sustainable Hospitality: Understanding the Priorities of Today’s Event Attendees, based on insights from nearly 700 respondents (event attendees) across diverse industries, including  advertising, media, healthcare, technology and retail.

"Today’s event attendees expect more than promises, they are looking for meaningful commitments and integrity from the hospitality sector," says Stéphane Filone, Co-Founder of bnetwork. “The findings make it clear that prioritising people, taking actionable steps towards environmental responsibility and providing transparent communication are not only ethical imperatives but also strategic opportunities for hotels and venues.”

• People-first Priorities: Fair and ethical treatment of employees as well as guests’ accessibility and inclusivity remain a top priority for attendees, who see it as integral to building a brand’s credibility and fostering trust.
• Meaningful Ecological Actions: Attendees are drawn to hotels and venues that go beyond superficial sustainability claims, they are looking for impactful initiatives in energy and water conservation, waste reduction and resource preservation.
• Trust and Transparency: Clear, honest communication around sustainability practices is essential to avoiding the perception of greenwashing. More than a third of respondents consider transparency a priority, directly linking it to placing their trust in a brand.

The full report, Sustainable Hospitality: Understanding the Priorities of Today’s Event Attendees, provides comprehensive insights and actionable strategies to help industry professionals meet the evolving expectations of sustainability focused event attendees.

Following the release of the Industry Roadmap at COP27 in Sharm El Sheikh and the launch of the Measurement Methodology in December 2023, Net Zero Carbon Events (NZCE) confirmed its latest development at this year’s COP29 in Baku, Azerbaijan: the integration of NZCE methodology into the UN’s reference tool for the measurement of events emissions, the Green Events Tool (GET).

This tool, developed by the United Nations and managed by the Gulf Organisation for Research and Development (GORD), is already instrumental in measuring the carbon footprint of UN conferences. Integrating the measurement methodology developed by NZCE for the business events industry will enhance GET’s capabilities and align them with the industry’s specific needs.

James Rees (on the right), President of the Joint Meetings Industry Council which hosts the Net Zero Carbon Events initiative for the conference, events and exhibitions industries worldwide said: “This is a very exciting development for Net Zero Carbon Events and for the industry. It takes our co-operation and integration with the United Nations’ standards on measurement a significant step forward.

“The joint Launch Event at COP29 and the signing of an MoU between both institutions marks a commitment to substantive discussions, paving a pathway to future collaboration.

“Since its inception at COP26 in Glasgow, the Net Zero Carbon Events initiative has made remarkable progress in advancing sustainability practices within the business events industry. Thanks to the collective efforts of our community, we have achieved significant clarity on environmental aspects relevant to our sector, clearing the way towards a more sustainable future.”

Joseph Prakash, Director, Gulf Organisation for Research and Development (GORD) said: “We look forward to developing this partnership and the mutual benefits it will bring.”

Suriya Mues, Programme Officer, United Nations Framework Convention on Climate Change (UNFCCC) Secretariat commented “Partnerships like this are a good example of the steps that we need to take. It is providing the events industry with a powerful tool.”

Speakers at the launch event at COP29 included

• Suriya Mues – Programme Officer, United Nations Framework Convention on Climate Change (UNFCCC) Secretariat
• Asa Elisabeth Tynell, Project Manager, United Nations Environment Programme (UNEP),
• James Rees – President, Joint Meetings Industry Council (JMIC)
• Alexander Alles – Executive Director, Joint Meetings Industry Council (JMIC)
• Joseph Prakash – Director, Gulf Organisation for Research and Development (GORD)
• Kai Hattendorf – CEO, UFI
• Dr Senthil Gopinath – CEO, ICCA
• Hemant Nandanpawar – Senior Director, Gulf Organisation for Research and Development (GORD) (moderator)

The Net Zero Carbon Events initiative, hosted by the Joint Meetings Industry Council (JMIC), is the largest initiative on environmental sustainability within the business events industry with over 700 stakeholders from 60 countries. It aims to achieve net zero carbon emissions by 2050 through collaborative action and commitment from industry stakeholders.

BMA House, one of London’s leading sustainable event venues, will showcase its innovative, eco-friendly practices at the Sustainable Events Show on 31st October.

In recent years, the beautiful Grade-II listed venue in London’s fashionable Bloomsbury district, has emerged as a trailblazer in sustainable event planning and operations. Home to the British Medical Association since 1925, BMA House today offers an exemplary model for venues worldwide.

The Sustainable Events Show, taking place at Chicago Booth London Conference Centre, is a one-day exhibition showcasing exceptional environmentally conscious event venues, suppliers and technology companies. Delegates will have the opportunity to discover innovative sustainable event solutions and network with like-minded individuals.

“We are thrilled to participate in the Sustainable Events Show and give delegates insight into our approaches,” says Hannah Robinson, BMA House’s Venue Manager. “Reducing our environmental footprint is hugely important for us and we hope that by being part of the show, we’re helping solve the overall critical challenge of event sustainability.”

BMA House will highlight its comprehensive sustainability initiatives, spanning catering, energy usage, waste reduction, and carbon footprint tracking. Visitors will have the opportunity to learn about the venue’s:

• Carbon-impact menus: Developed in collaboration with Company of Cooks, these menus clearly display the carbon impact of each dish, allowing event organisers to make informed choices. The menus focus on locally sourced, seasonal ingredients, and have eliminated beef products to further reduce environmental impact​.
• Zero-waste approach: Partnering with charity WasteKnot, BMA House is tackling food waste by incorporating produce that might otherwise be discarded due to cosmetic imperfections. This initiative ensures that surplus ingredients are put to good use, contributing to a circular food system​.
• Planet Mark carbon calculator: As part of its commitment to help clients reduce their event emissions, BMA House offers a complimentary carbon calculator tool. This innovative service enables event organisers to estimate and understand the carbon footprint of their gatherings, offering insights and strategies for minimising future environmental impact​.

Over the past four years, with the above initiatives in place, the venue has cut its delegate carbon footprint by 69% and is working towards a goal of carbon neutrality by 2030​. Their efforts have earned them a Gold accreditation with Green Tourism and first place in the Sustainability category at the London Venue Awards.  Earlier in October, it was also revealed that BMA House has retained it Platinum ECOsmart status with Greengage.

BMA House’s catering partner, Company of Cooks, has played a pivotal role in enhancing the venue’s sustainable offering. Together, they’ve created the London Larder, a menu concept that showcases locally sourced ingredients and visually illustrates the food’s journey from farm to table.

Attendees of the Sustainable Events Show are invited to visit BMA House’s stand to discover how

The Finnish capital is now the new leader of the GDS ranking | Photo kindly provided by Helsinki Partners © Marita Eriksson

The Global Destination Sustainability Index (GDS-Index)* has unveiled its 2024 rankings, highlighting the Top 40 sustainable destinations from around the globe. These exceptional locations demonstrate a strong commitment to sustainable tourism by effectively balancing tourism growth with environmental stewardship and community well-being. 

In 2024, the GDS-Index broadened its scope by introducing new criteria that focus on regenerative tourism, circular economy practices, and enhanced climate action criteria. These significant updates reflect the evolving needs of modern tourism, which has resulted in a shift, with lower rankings overall for destinations in this year’s index benchmarking. 

The Top 40 destinations demonstrate a commitment to innovation, sustainability practices, and forward-thinking policies, with leaders from well-established and emerging regions alike. For the first time, Helsinki claimed the top spot, replacing Gothenburg, which had held the leading position for several years on and off, and dropped down to second place. Copenhagen follows closely in third place, solidifying its status as a global leader in sustainable destination management.

New entrants such as Limerick, Victoria, Quebec City, Dublin, and Horsens have joined the ranks, while Reykjavik makes a welcome return after a brief absence. 

Larger cities continue to dominate the upper tiers of the list, though there is a balance in terms of population size across the Top 40. 

Key Highlights from the Top 40 Destinations – an Evolution in Destination Sustainability: 

• Over the past nine years (since the GDS-Index's inception), the average performance in destination sustainability has risen 23%, with the Top 10 destinations showing a remarkable 44% increase.
• The performance gap between cities outside the Top 10 and the overall index average decreased from 28.8% to 23.2%, indicating improvements among lower-ranked destinations.
• Social responsibility is becoming a key pillar of sustainability. Destinations that actively promote community involvement and support local economies are seeing higher scores in the index.
• The 2024 rankings reflect the challenges posed by a more demanding methodology. The GDS-Index introduced 12 new criteria, refined 28 others, and removed five to keep pace with global sustainability demands. As a result, 26 of the Top 40 destinations saw a score decline despite their continued efforts.
• A wave of improvement in the Supplier and Destination Management categories indicates that a strategic focus on sustainability is gaining traction, with 23 destinations achieving maximum scores and demonstrating the efficacy of clear, actionable sustainability plans. 

Regional Leaders

A remarkable shift is occurring in the Asia Pacific region, as several destinations have surged into the Top 40 rankings, underscoring an increased emphasis on sustainable travel. Singapore and Sydney emerged as leaders in this movement, securing the top positions in their region and reflecting a growing commitment to more sustainable tourism practices.

In Central and Southern Europe, Bordeaux claimed the top spot, surpassing Glasgow, while Zurich also climbed the ranks, demonstrating a strong commitment to sustainability. Paris makes a notable entry at fifth place, highlighting the city’s innovative approaches to more responsible, responsive tourism and sustainable infrastructure.

In North America, Victoria has overtaken Montreal this year, showcasing its growing reputation as a sustainable travel destination. Meanwhile, Quebec, Edmonton, and Ottawa have maintained their positions, emphasising their ongoing dedication to responsible practices that attract travellers seeking more environmentally-friendly experiences.

As anticipated, Helsinki remains a standout leader in the Northern European region, celebrated for its pioneering sustainable initiatives. Bergen has climbed one spot, reinforcing its commitment to social, economic, and environmental well-being, while Aarhus makes a welcome debut in the rankings, reflecting a broader trend of prioritising sustainability in travel across the region.

5 Key Insights from this Year’s Index Results 

When it Rains, it Pours

A stark contrast has emerged between the ambitious climate targets set by destinations and their actual preparedness, as well as the rapid pace at which climate change is impacting them. Fewer than half of major cities are equipped with crisis management plans for tourism and events, raising alarms as we face escalating climate emergencies in 2024 and the growing threats that lie ahead. 

Certified Change

With impending EU sustainability regulations, the rise in third-party certifications across hotels, venues, and airports underscores a crucial shift towards accountability, though many destinations still grapple with the complexities of fully implementing third-party-verified standards. 

Residents’ Rights in a Sea of Visitors

As overtourism becomes an urgent issue, only 13% of the Top 40 destinations have conducted vital social carrying capacity studies, signalling a pressing need for enhanced visitor management strategies to protect culturally- and environmentally- sensitive sites. 

Bold, Truthful, and Transparent Storytelling

A recent decline in "greenhushing" to 30% indicates a growing commitment among destinations to openly communicate their sustainability efforts, although there is still considerable room for improvement. Currently, 62% of destinations include their sustainability performance in reports. Furthermore, 80% share sustainability information about key suppliers; however, only 61% provide details on their sustainable events strategy. 

Data-Accelerated Decision Making

As destinations increasingly harness data for sustainability objectives, the notable uptick in measuring social, environmental, and economic indicators highlights a transformative trend towards informed decision-making in the pursuit of sustainable tourism. 

Guy Bigwood, CEO, GDS-Movement, concludes: "The 2024 GDS-Index results show that the path to a more sustainable visitor economy is more critical than ever. As global destinations face the multiple pressures of climate change, inequality, and overtourism, forward-thinking governance, transparency, and innovative practices will be the key drivers of lasting impact. The success of the Top 40 destinations highlights the power of collective action and a commitment to regenerative tourism that benefits both people and place.” 

The GDS-Index is a trusted performance improvement programme to assess and accelerate the progress of a destination’s regenerative journey. It measures, benchmarks, and enhances the sustainability strategies, action plans, and initiatives of more than 100 destination management organisations, municipal authorities, and their tourism supply chains. Co-founded in 2016 by the International Congress and Convention Association (ICCA), City Destinations Alliance (CityDNA), IMEX Group, and MCI, the GDS-Index offers an unparalleled resource for visitors, DMOs, municipalities, and event planners looking for destinations that offer the best in sustainability performance.

For full details on the 2024 rankings and to download the full GDS-Index report, click here