Why 2026 Is the Year of Sustainable Tourism- And How You Can Be Part of It

7 min read

As travelers increasingly prioritize sustainability, destination selection plays a critical role in promoting responsible tourism. Cities have a unique opportunity to influence these decisions by investing in infrastructure that supports low-impact travel and highlighting local green initiatives through destination marketing. Cities like Ljubljana, Slovenia, and Bordeaux, France, have successfully branded themselves as sustainable destinations by integrating environmental objectives into urban planning and tourism strategies. These cities focus on walkability, public transportation, and green spaces, which reduce the environmental footprint of visitors while enhancing their experience¹.

Municipal leaders can support this shift by implementing certification programs for local businesses, encouraging eco-labels such as Green Key or EarthCheck. These certifications guide travelers toward accommodations and attractions that meet verified sustainability standards. Local governments can also partner with tourism boards to create digital sustainability maps and itineraries that guide visitors to eco-friendly restaurants, heritage sites, and nature-based experiences. This approach not only aligns with global sustainability goals but also promotes longer stays and increased visitor spending in ways that benefit local economies while safeguarding natural and cultural resources².

Empowering Local Communities Through Tourism

Sustainable tourism must be community-centered to be truly effective. When residents are actively involved in tourism planning and benefit from its economic impacts, destinations become more resilient and socially inclusive. Municipal governments can support this by fostering public-private partnerships that prioritize local employment, skills development, and entrepreneurship within the tourism sector. For example, in Costa Rica's Osa Peninsula, community-based tourism initiatives have been instrumental in both preserving biodiversity and creating stable income sources for residents³.

In practice, municipal agencies can offer training programs for local guides, artisans, and operators to help them meet international service standards while maintaining cultural authenticity. Cities can also allocate funding or offer microgrants to support start-ups in rural or historically marginalized areas. By integrating community voices into tourism planning committees or advisory councils, local governments ensure that development aligns with resident priorities and avoids the displacement or commodification often associated with mass tourism⁴.

Reducing Carbon Footprints Without Sacrificing Experience

One of the most practical ways travelers can contribute to sustainable tourism is by minimizing their carbon footprint. For this to be viable at scale, municipalities must invest in low-carbon transportation options and promote regional connectivity. Cities like Copenhagen and Amsterdam have made cycling infrastructure a cornerstone of their tourism strategy, enabling both residents and visitors to move efficiently without relying on cars⁵. Municipalities can also promote the use of electric shuttle buses in historic districts and expand pedestrian-only zones to reduce vehicle emissions.

From a policy standpoint, local governments can introduce incentives for accommodations that adopt renewable energy systems or implement waste reduction programs. Urban destinations can also collaborate with regional transit authorities to offer integrated ticketing systems that allow tourists to use buses, trains, and ferries seamlessly. These efforts not only reduce greenhouse gas emissions but also enhance the overall visitor experience by making travel more convenient and environmentally responsible⁶.

Spotlight on Innovators Driving the Change

Startups and social enterprises are playing a growing role in advancing sustainable travel, often filling gaps where public infrastructure or policy is still catching up. Companies like Byway, a UK-based platform promoting flight-free travel, are redefining how travelers plan their journeys by emphasizing slower, surface-based travel options. Similarly, platforms like Lokal in the United States connect travelers with vetted community-based experiences around the world, ensuring that tourism dollars stay within local economies⁷.

Municipal governments can support such innovation by creating incubator programs specifically for sustainable travel services. Cities might also consider offering co-working spaces or logistical support for these businesses, particularly in regions recovering from over-tourism or economic downturns. These partnerships can be mutually beneficial: startups gain access to markets and municipal resources, while cities benefit from fresh ideas and scalable solutions that align with their sustainability goals⁸.

Governments Leading the Way in Sustainable Tourism

Several national and local governments are setting strong examples in sustainable tourism policy and implementation. Bhutan, for instance, has long embraced a high-value, low-impact tourism model that limits visitor numbers while maximizing cultural and environmental preservation. Municipal governments can adapt similar principles by controlling overcrowding through timed entry systems, visitor caps in sensitive areas, and diversified tourism offerings that distribute visitor flows across a wider geographic area⁹.

In the European Union, cities participating in the European Capital of Smart Tourism initiative are recognized for integrating sustainability, accessibility, and cultural heritage into comprehensive tourism strategies. Helsinki and Lyon, both past winners, have implemented intelligent waste management systems, promoted digital visitor tools, and prioritized local sourcing in hospitality services. These examples show that with strong leadership and data-driven planning, municipalities can play a central role in transitioning tourism toward a more sustainable future¹⁰.

How Municipal Practitioners Can Take Action in 2026

For municipal practitioners, 2026 presents a strategic opportunity to embed sustainability into tourism recovery and development plans. This can begin with conducting baseline assessments of tourism’s environmental and social impacts, using tools such as the Global Sustainable Tourism Council's Destination Criteria. These assessments provide a framework for setting measurable goals and tracking progress over time. Municipalities can also align tourism strategies with broader climate action and economic development plans to ensure policy coherence and resource efficiency¹¹.

Another actionable step is to convene sustainability task forces that include representatives from tourism businesses, non-profits, educational institutions, and resident groups. These bodies can help identify local strengths, challenges, and opportunities, ensuring that tourism development reflects community values. Engaging in regional or international networks, such as the Sustainable Tourism Global Center or the UNWTO’s One Planet Network, can also connect municipal leaders with technical guidance, funding sources, and peer support¹².

Making Sustainable Tourism the Standard, Not the Exception

The shift toward sustainable tourism is not a temporary trend, but a structural change driven by environmental realities, consumer preferences, and policy imperatives. Municipal governments that recognize this shift and act decisively in 2026 will position their destinations for long-term competitiveness and resilience. This requires integrating sustainability into all aspects of tourism planning, from land use and transportation to marketing and workforce development.

Practitioners should prioritize transparency, inclusivity, and adaptability in their strategies. By fostering collaboration across sectors, investing in local capacity, and leveraging data to inform decisions, municipalities can help redefine what successful tourism looks like. The goal is not just to attract visitors, but to ensure that tourism contributes positively to the environment, the economy, and the quality of life for residents. In doing so, 2026 can truly become a pivotal year for making sustainable tourism the foundation for travel's future.

Bibliography

European Commission. “Green Capital of Europe: Ljubljana 2016.” Accessed April 2024. https://ec.europa.eu/environment/europeangreencapital/winning-cities/2016-ljubljana/.
Global Sustainable Tourism Council. “GSTC Destination Criteria.” Accessed April 2024. https://www.gstcouncil.org/gstc-criteria/gstc-destination-criteria/.
Honey, Martha. *Ecotourism and Sustainable Development: Who Owns Paradise?* 2nd ed. Washington, DC: Island Press, 2008.
United Nations Development Programme. “Inclusive and Sustainable Tourism in Costa Rica.” Accessed April 2024. https://www.undp.org/costa-rica/projects/inclusive-tourism.
City of Copenhagen. “Cycling in Copenhagen – The Bicycle Account.” Accessed April 2024. https://urbandevelopmentcph.kk.dk/english/cycling-copenhagen.
OECD. *Tourism Trends and Policies 2022.* Paris: OECD Publishing, 2022.
Byway. “How It Works.” Accessed April 2024. https://www.byway.travel/how-it-works.
World Tourism Organization (UNWTO). *Sustainable Tourism Innovation.* 2023. https://www.unwto.org/sustainable-development/innovation.
Tourism Council of Bhutan. “High Value, Low Volume Tourism.” Accessed April 2024. https://www.bhutan.travel/page/high-value-low-volume-tourism.
European Commission. “European Capital of Smart Tourism.” Accessed April 2024. https://smarttourismcapital.eu/.
Global Sustainable Tourism Council. “Measuring Sustainability in Tourism Destinations.” Accessed April 2024. https://www.gstcouncil.org/sustainable-tourism-measurement/.
United Nations World Tourism Organization. “One Planet Sustainable Tourism Programme.” Accessed April 2024. https://www.unwto.org/one-planet-sustainable-tourism-programme.