Preferred by Nature Sustainable Travel Programme approaches key GSTC accreditation milestone
Preferred by Nature’s Sustainable Travel Programme is entering the final phase of accreditation by the Global Sustainable Tourism Council, a milestone that could strengthen international trust in sustainability certification for tourism businesses worldwide.
The global tourism industry is expanding rapidly, and with it the demand for credible ways to demonstrate sustainability. Travellers, destinations, hotels, tour operators and booking platforms are increasingly seeking reliable tools to implement responsible practices, avoid misleading claims and build trust. In this evolving landscape, independent third-party certification plays an essential role in ensuring transparency and accountability across the tourism supply chain.
For more than 30 years, Preferred by Nature has supported sustainability across sectors through international standards and verification systems. In tourism, this work is implemented through the Preferred by Nature Standard for Sustainable Travel Activities, which helps organisations strengthen management systems and implement responsible travel practices.
Today, the organisation’s Sustainable Travel Programme (STP) is approaching a key milestone on its path towards accreditation by the Global Sustainable Tourism Council (GSTC), the leading international benchmark for sustainable tourism.
“Preferred by Nature is now in the final stretch towards GSTC accreditation,” said Saúl Blanco Sosa, Director of the Sustainable Travel Programme. “This process reflects our commitment to strengthening credibility, consistency and trust in sustainable tourism certification while supporting organisations in meeting growing market expectations for transparency and independently verified performance.”
A framework for responsible tourism
The Preferred by Nature Standard for Sustainable Travel Activities provides a structured approach for tourism businesses to implement responsible practices while investing in nature, people and climate. Based on the Preferred by Nature Sustainability Framework, the standard is built around four core principles supported by 31 criteria.
These principles focus on responsible management and business practices, respect for people’s wellbeing and human rights, protection of nature and the environment, and the reduction and mitigation of climate impacts. Together, they guide organisations in implementing credible sustainability practices across environmental, social and economic dimensions.
Moving towards global recognition
The GSTC develops internationally recognised standards for assessing sustainability in tourism. In 2024, the Preferred by Nature Standard for Sustainable Travel Activities achieved GSTC-Recognised status, confirming its alignment with the GSTC Industry Standard.
The next step, full GSTC accreditation, evaluates the reliability and integrity of the certification system itself, including independence, auditor competence, audit quality and transparency. If successful, Preferred by Nature will become a GSTC-accredited certification body, allowing certified organisations to display both the Preferred by Nature and GSTC logos. This dual recognition strengthens credibility, market recognition and brand value for tourism businesses demonstrating strong sustainability performance.
The final stages of the accreditation process are currently underway, with a formal decision expected in 2026. According to Blanco Sosa, this milestone represents “an important new phase” for the programme, reinforcing its commitment to ensuring sustainability performance is assessed through rigorous and transparent processes that organisations and markets can trust.
Sustainable Travel Programme – Framework & Impact
Built on the Preferred by Nature Sustainability Framework – a proven, cross-sector model for driving sustainability.
Core focus areas: Protecting nature and biodiversity; respecting people and communities; responsible governance; independent verification.
Applied to tourism: Converts core principles into sector-specific requirements, fully aligned with GSTC standards.
Programme impact by 2025:
- 48+ tourism businesses certified across Latin America and Asia
- 30,400+ workers with verified employment contracts and labour conditions
- 29,000 hectares under responsible management and conservation
- 30+ destinations benefiting from sustainable tourism practices
- 12.9+ million travellers engaged in sustainability awareness activities
Result: Credible, transparent, and meaningful certification that supports sustainable tourism and international best practice.
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