The Preferred by Nature Sustainable Travel Programme Today: Driving Impact and Preparing for the Future
Tourism fuels economies, connects cultures, and preserves heritage, but only when managed sustainably. Over the last decade, the Preferred by Nature’s Sustainable Travel Programme has worked with tourism organisations to turn sustainability commitments into credible strategies, measurable outcomes, and long-term value for destinations and communities.
Why does the travel sector matter?
Travel and tourism, whether for work or leisure, are among the most influential global industries. Beyond providing memorable experiences, tourism supports millions of livelihoods, strengthens local economies, and plays a key role in conserving natural and cultural heritage. In 2024 alone, the sector accounted for approximately 10% of global GDP, supported more than 357 million jobs, and generated USD 10.9 trillion worldwide. Its magnitude increases both its economic significance and its responsibilities and underscores the importance of commitment to responsible travel from industry actors and travelers alike.
When not well planned or managed, tourism can lead to overtourism, rising emissions, ecosystem degradation, labour risks, and the erosion of local cultures. Conversely, when well approached, tourism can thoughtfully foster understanding, strengthen communities, and promote sustainable development. Ultimately, ensuring tourism delivers long-term benefits requires sustainability to be embedded at the core of how tourism businesses operate, make decisions, and measure success.
“Tourism leaves an impact on every destination it touches. The real question is whether that impact is managed intentionally or left to chance. Sustainability provides the structure that allows tourism to generate economic value while protecting the social and environmental systems it depends on”.
Saúl Blanco Sosa
Director, Sustainable Travel Programme, Preferred by Nature
Sustainability challenges and rising expectations
Over the past decade, expectations around sustainability in the tourism sector have increased significantly. Stricter regulations, higher transparency requirements, and more informed travelers now demand credible evidence of responsible practices. Tourism businesses are expected to demonstrate measurable environmental and social impacts while maintaining operational efficiency. At the same time, the risk of misleading declarations has grown, making credible, independently verified sustainability claims more important than ever.
Addressing these challenges with structured, globally aligned approaches is central to the mission of Preferred by Nature. Through our Preferred by Nature Standard for Sustainable Travel Activities, as well as certification services, project development, and training, the organisation works with tourism businesses to integrate sustainability principles, to strengthen management systems, and to respond effectively to evolving regulatory and market expectations.
The Preferred by Nature Sustainable Travel Programme today
Since 2018, the Preferred by Nature Sustainable Travel Programme has served as a trusted technical partner to hotels, tour operators, and other tourism organisations, supporting them in translating sustainability commitments into structured action and continuous improvement.
The Preferred by Nature Standard for Sustainable Travel Activities is built on internationally recognised sustainability principles and addresses key issues such as water management, community engagement, carbon reduction, and responsible sourcing. Shaped by more than a decade of real-world implementation across diverse geographic and operational contexts, the programme has evolved into an internationally relevant system that combines clear requirements, rigorous audits, and expert guidance to deliver measurable impact and long-term value.
“Rising expectations in the tourism sector are not just about intention, they are about credibility. Businesses are increasingly required to demonstrate that sustainability commitments are supported by robust systems, measurable results, and independent verification. This is precisely where the Preferred by Nature Standard for Sustainable Travel Activities has proven valuable, by providing a structured framework that helps organisations translate sustainability commitments into consistent, measurable action,” added Saúl.
Global recognition and credibility
In 2024, the Preferred by Nature Standard for Sustainable Travel Activities received official recognition from the Global Sustainable Tourism Council (GSTC), confirming its alignment with the GSTC Standard for Industry and internationally accepted sustainability principles. This recognition places the Standard within a globally recognised reference framework for sustainable tourism, strengthening its credibility, comparability, and relevance across different markets and destinations. It reinforces the Preferred by Nature Sustainable Travel Programme’s role in supporting tourism organisations in delivering consistent, meaningful environmental and social outcomes.
“GSTC recognition matters because it positions the Preferred by Nature Standard for Sustainable Travel Activities within a globally recognised reference framework. It allows sustainability efforts to be understood, compared, and trusted across different markets and contexts, which is essential for tourism organisations operating in an increasingly interconnected sector,” stated Saúl.
Delivering measurable Value
The Preferred by Nature Sustainable Travel Programme supports tourism organisations in strengthening internal systems, improving performance, and communicating responsible practices in a credible and transparent way. Key benefits include:
- Enhanced credibility through alignment with globally recognised sustainability frameworks
- Practical implementation, backed by tools, expert guidance, and auditors experienced in real-world operations.
- Increased market relevance by responding to growing demand from buyers, travel platforms, and travelers for verifiable sustainability performance.
- Future readiness, through continuous alignment with evolving global frameworks and emerging best practices.
By combining guidance, independent verification, and sector-specific expertise, the Preferred by Nature Sustainable Travel Programme enables tourism businesses to translate sustainability goals into consistent and measurable results.
What’s next?
As part of this next phase, Preferred by Nature, as a certification body, is in the final stages of the GSTC accreditation process. Once completed, this accreditation will allow us to issue GSTC-certification along with Preferred by Nature-certification (Standard for Sustainable Travel Activities), further strengthening the programme’s alignment with globally recognised frameworks. While this process is still underway, it reflects a broader effort to keep improving consistency, credibility, and international recognition for tourism organisations participating in the Preferred by Nature Sustainable Travel Programme.
“Reaching the final stages of the GSTC accreditation process is a significant milestone because it brings us closer to achieving a milestone that will strengthen our work and connect us with the global sustainability architecture for tourism. It advances the Preferred by Nature Sustainable Travel Programme from alignment to full system integration, reinforcing credibility, comparability, and trust for tourism organisations operating across different markets and contexts,” further added Saúl.
Learn more about the Preferred by Nature Sustainable Travel Programme to explore certification opportunities with Preferred by Nature.
Preferred by Nature Standard for Sustainable Travel Activities
The Standard is based on the Preferred by Nature Sustainability Framework, which guides the implementation of sustainability across sectors and regions. The framework focuses on:
• Protecting nature and biodiversity
• Respecting people and local communities
• Strengthening responsible governance
• Ensuring credibility through independent verification
The Preferred by Nature Sustainable Travel Programme applies this framework to the tourism industry, turning core sustainability principles into precise, sector-specific requirements. Aligning both the Standard and the certification scheme with GSTC Industry Standard and accreditation requirements allow that Preferred by Nature's certification for Sustainable Travel Activities delivers credible, transparent, and internationally recognised sustainability results.
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