Over more than a decade, the Preferred by Nature Sustainable Travel Programme has evolved alongside the tourism sector. What began as an early sustainability standard has grown into a globally applied certification programme, shaped by practical experience, independent audits, and rising expectations around credibility and transparency.

This timeline traces that evolution. It shows how the programme has progressed across different phases and regions, and how it has adapted to growing demands for alignment with internationally recognised sustainability frameworks.

Take a closer look at where the Sustainable Travel Programme stands today, how it supports tourism organisations in delivering measurable sustainability outcomes, and how it is preparing for its next stage: 

• ENG article
• SPA article