In 2024, the GDS-Index broadened its scope by introducing new criteria that focus on regenerative tourism, circular economy practices, and enhanced climate action criteria. These significant updates reflect the evolving needs of modern tourism, which has resulted in a shift, with lower rankings overall for destinations in this year’s index benchmarking.
The Top 40 destinations demonstrate a commitment to innovation, sustainability practices, and forward-thinking policies, with leaders from well-established and emerging regions alike. For the first time, Helsinki claimed the top spot, replacing Gothenburg, which had held the leading position for several years on and off, and dropped down to second place. Copenhagen follows closely in third place, solidifying its status as a global leader in sustainable destination management.
Over the past nine years, destination sustainability performance has risen significantly, with the Top 10 destinations improving by 44% and lower-ranked cities narrowing the performance gap. Social responsibility is becoming central to sustainability, with community engagement boosting index scores. Despite a stricter 2024 methodology that led to score declines for 26 of the Top 40 destinations, advancements in Supplier and Destination Management categories highlight a growing commitment to sustainability.
Regionally, Asia Pacific destinations like Singapore and Sydney are leading in sustainable travel, In Central and Southern Europe, Bordeaux has surpassed Glasgow, while Zurich and Paris continue to advance, reflecting each city’s commitment to sustainable tourism and infrastructure.
North America saw Victoria surpass Montreal, further establishing itself as a sustainable travel destination. Meanwhile, Quebec, Edmonton, and Ottawa maintain strong positions with their dedication to eco-friendly practices. In Northern Europe, Helsinki remains the leader, while Bergen and newcomer Aarhus demonstrate the region’s broader focus on sustainability in travel.
5 Key Insights from this year’s Index Results
1 When it rains, it pours
A stark contrast has emerged between the ambitious climate targets set by destinations and their actual preparedness, as well as the rapid pace at which climate change is impacting them. Fewer than half of major cities are equipped with crisis management plans for tourism and events, raising alarms as we face escalating climate emergencies in 2024 and the growing threats that lie ahead.
2 Certified change
With impending EU sustainability regulations, the rise in third-party certifications across hotels, venues, and airports underscores a crucial shift towards accountability, though many destinations still grapple with the complexities of fully implementing third-party-verified standards.
3 Residents’ rights in a sea of visitors
As over-tourism becomes an urgent issue, only 13% of the Top 40 destinations have conducted vital social carrying capacity studies, signalling a pressing need for enhanced visitor management strategies to protect culturally- and environmentally sensitive sites.
“The 2024 GDS-Index results show that the path to a more sustainable visitor economy is more critical than ever. As global destinations face the multiple pressures of climate change, inequality, and over-tourism, forward-thinking governance, transparency, and innovative practices will be the key drivers of lasting impact. The success of the Top 40 destinations highlights the power of collective action and a commitment to regenerative tourism that benefits both people and place.”
— Guy Bigwood, CEO, GDS-Movement
4 Bold, truthful, and transparent storytelling
A recent decline in “greenhushing” to 30% indicates a growing commitment among destinations to openly communicate their sustainability efforts, although there is still considerable room for improvement. Currently, 62% of destinations include their sustainability performance in reports. Furthermore, 80% share sustainability information about key suppliers; however, only 61% provide details on their sustainable events strategy.
5 Data-accelerated decision making
As destinations increasingly harness data for sustainability objectives, the notable uptick in measuring social, environmental, and economic indicators highlights a transformative trend towards informed decision-making in pursuing sustainable tourism.
