Green Destinations is offitially launching a new partnership putting the spotlight on tourism activities and travel experiences, as the binding element between tourism boards, destinations, suppliers, tour operators and travellers. The Good Travel Alliance will be a community of national and regional tourism boards, destinations, experts and industry partners working closely together, aimed at improving the destination experience. This will be done by enhancing social and economic benefits of activities and travel products, and by limiting and optimising environmental and climate impact, and by recognising and promoting good travel experiences.
Our current capacity to measure benefits and impacts is too limited, and the need for data benchmarking is rapidly increasing due to emerging international consumer protection legislation. The future EU Green Claims Directive is only one example. Therefore, a new indicator system for monitoring and benchmarking will be announced to serve the Good Travel Alliance. This system will enable us to measure and compare benefits and impacts at all important levels: national, regional, destination, supplier, and travel offerings.
Green Destinations invites interested parties to the launch, which will take place on the Blue Stage in Hall 7.1 on 4 March from 18:00 to 19:30 CET as part of the Green Destinations Story Awards at ITB Berlin 2025.
