Sustainable tourism

By balancing economic prosperity alongside the needs of protecting our environment, culture and communities, sustainable tourism ensures Australia’s natural wonders, cultures and communities can be enjoyed by future generations.

Research shows there is a growing traveller demand for experiences that deliver positive social and environmental impact. Tourism Australia’s Consumer Demand Project (CDP) research of international holiday makers shows that sustainability is increasingly important to travellers, both in their everyday lives (77 per cent) and in the way they choose to travel (70 per cent).

There is also a continued demand for sustainable practices amongst international business events decision makers. Business Events CDP research shows that three out of four incentive decision makers (76 per cent) rank sustainability credentials as a significant driver of destination choice.

Resources for tourism operators

Starting your journey

The National Sustainability Framework for the Visitor Economy and Sustainable Tourism Toolkit have been jointly developed by the Australian Government, and State and Territory governments. These resources, designed specifically for the visitor economy, seek to bring participants together behind a consistent approach to sustainable tourism in Australia.

• National Sustainability Framework for the Visitor Economy
  The Framework provides a nationally agreed understanding of sustainable tourism and a vision for Australia to be a world leader in sustainable tourism.
• Sustainable Tourism Toolkit
  The Toolkit provides practical guidance to help tourism businesses implement sustainable practices across the four pillars of sustainability outlined in the Framework.

Get assessed, accredited or certified

Businesses already implementing sustainability practices may consider undertaking formal training or seeking formal recognition by getting certified for their practices. There are many certification schemes available to tourism businesses in Australia, along with pre-certification benchmarking tools. Some are designed specifically for tourism businesses, while others apply across many industries.

Tourism-specific programs

• The Australian Tourism Industry Council’s Sustainable Tourism Accreditation can assist small, medium and regional tourism businesses enhance their quality, accessibility and sustainability. 
• Specialist sustainability certification programs include EarthCheck and Ecotourism Australia, which both offer multiple recognised certifications tailored to various business types and needs.

Other sustainability programs

• Other sustainability certification programs include standards for sustainable architecture and building design, such as NABERS, and cross-sector initiatives like B Corp. 

Sharing your story

Businesses with existing sustainability plans in place who want to communicate their sustainability efforts are encouraged review the ACCC’s Making Environmental Claims: A Guide for Business.

Those that undertake commercial practices in the European Union (EU) are required to follow specific rules when marketing to EU consumers. Tourism Australia partnered with Austrade and State and Territory Tourism Organisations to develop an overview of the 'Empowering Consumers for the Green Transition’ Directive to support the Australian tourism industry understand the Directive and continue telling sustainability stories with confidence. Download the Overview on the EU Directive to learn more.

For further practical advice on sharing sustainability messaging with clarity and confidence, Tourism Australia partnered with EarthCheck in 2024 to develop dedicated guides for tourism and hospitality operators, as well as destinations.

Green is Our Gold

Green is Our Gold is a sustainability initiative for the Australian tourism industry led by Tourism Australia. It is an industry-wide rally cry to protect the environments, cultures, and communities that make Australia a world-class destination.

All Australian tourism businesses are invited to join the Green and Gold Promise, committing to the collective industry vision for sustainable tourism as outlined in our National Sustainability Framework for the Visitor Economy.

Those that join will gain access to a toolkit with five simple principles designed to shape responsible visitor behaviour and practices.

Read about some of Australia’s great tourism operators and storytellers who are committed to sustainability: