Sustainable Tourism Today: Global Shifts and Canada’s Opportunity
Sustainability is creating new opportunities for tourism businesses to lead, connect, and grow. Even in a time of uncertainty—marked by tariffs, political tension, and economic shifts—staying the course on sustainability helps businesses build resilience, trust, and long-term value.
In this blog post, we review the latest global trends in sustainable tourism, take a closer look at how Canada is performing, and explore how businesses can take meaningful action.
Global Trends
As awareness of sustainability grows worldwide, consumer demand for responsible business practices is intensifying. This shift is not confined to the tourism sector; rather, it reflects a broader societal movement toward ethical and sustainable consumption. People increasingly prioritize sustainability in their purchasing decisions, expecting businesses to align with their values.
Consumer Demand for Sustainability
Recent studies highlight this trend:
- Willingness to Pay a Premium: PwC’s 2024 Voice of the Consumer Survey found that consumers are willing to spend an average of 9.7% more on sustainably produced goods, even amid economic concerns.
- Sustainable Lifestyles Matter: Nielsen IQ reports that 78% of U.S. consumers consider a sustainable lifestyle important.
- Growth in ESG Spending: Products making Environmental, Social, and Governance (ESG) claims have seen 28% cumulative growth over the past five years, compared to 20% for those without such claims (McKinsey & Company).
These statistics underscore a major shift in consumer behaviour, with businesses that embrace sustainability benefiting from enhanced trust, premium pricing, and long-term success.
The Seismic Shift in Global Tourism
The tourism industry is also experiencing a transformation. According to Booking.com’s 2024 Sustainable Travel Report:
- 83% of travellers consider sustainable travel important.
- 76% want to travel more sustainably in the next 12 months.
- 42% are influenced by climate change news, adjusting their travel choices accordingly.
However, despite this growing demand, travellers often struggle to identify truly sustainable options due to poor or sometimes misleading communication by businesses and destinations.
The Rise of Green Claims and the Risk of Greenwashing
As sustainability gains traction, so do claims of eco-friendliness. Certification programs help businesses demonstrate their commitments, but not all are created equal.
Greenwashing—misleading consumers into believing a business is more sustainable than it actually is—has become a growing concern.
A notable case is Booking.com’s “Travel Sustainable Program.” Initially launched in 2021, it awarded hotels sustainability rankings based primarily on self-reported actions, without requiring robust third-party verification. By 2022, over 100,000 properties carried the badge. However, concerns about greenwashing led the Netherlands Authority for Consumers and Markets (ACM) to scrutinize the program. In response, Booking.com made a revision in 2024 requiring third-party certification.
Similar regulatory shifts are taking place globally:
- EU Green Claims Directives mandate evidence-based sustainability claims to combat misleading advertising.
- Canada’s Bill C-59, passed in June 2024, strengthens greenwashing regulations, ensuring businesses can substantiate their sustainability claims.
- The Global Sustainable Tourism Council (GSTC) has introduced stricter certification standards to enhance credibility.
For tourism businesses, these developments signal both a challenge and an opportunity: adopting measurable sustainability practices will be key to standing out in the evolving marketplace.
Canada’s Performance
As Canada moves toward advancing sustainability in tourism, it’s essential to understand the country’s performance to date and identify areas for improvement.
Canada’s Sustainable Tourism Scorecard
GreenStep measures Canada’s tourism performance through GreenStep’s GSTC-Recognized criteria that are used for the Sustainable Tourism Pathway, Certification and Sustainable Tourism 2030 Pledge programs. Performance is measured across four key categories:
- Social & Economic Impacts
- Natural & Cultural Interactions
- Management Practices
- Environmental Impact
Opportunities for Improvement
Based on GreenStep’s data, Canadian tourism businesses need support in:
- Measuring energy, water, waste, carbon, and community contributions.
- Setting sustainability goals and creating action plans.
- Implementing sustainable purchasing policies.
- Reducing carbon impacts along the supply chain.
- Engaging guests in sustainability efforts.
Many businesses, particularly small and medium-sized ones, cite time, budget, and knowledge as barriers to progress. Aligning with recognized frameworks and receiving targeted support from destination management organizations (DMOs) and industry associations will be critical for advancing sustainability efforts across the sector.
What Tourism Businesses Can Do Now
To drive meaningful change, Canadian tourism businesses and destinations are encouraged to commit to measurable sustainability goals through initiatives such as the Sustainable Tourism 2030 Pledge, the TIAC READI Stamp Designation Program, Advancing Sustainable Tourism in Ontario, and similar initiatives. These initiatives help organizations to undertake assessments of their current sustainability performance and identify specific actions they can take to improve over time.
Join the Sustainable Tourism 2030 Pledge
Launched in 2021 by Greenstep in partnership with TIAC, this pledge encourages businesses to:
- Make a public commitment to measuring and improving sustainability each year until 2030.
- Publish their commitment on their website and submit it for verification.
- Complete a free sustainability assessment within one year of signing and then identify what actions they will take. This should be updated annually.
Businesses that sign the Sustainable Tourism 2030 Pledge join a growing community of sustainability leaders, gaining visibility and support for their efforts.
As part of a new partnership launched in April 2025, GreenStep will contribute $5 to Indigenous Tourism Canada’s Indigenous Tourism Destination Fund (ITDF) for every completed Sustainable Tourism 2030 Pledge.
Earn the TIAC READI Sustainable & Regenerative Stamp
The TIAC READI Stamp Designation Program recognizes tourism operators committed to industry best practices. One of its key categories, the Sustainable & Regenerative READI Stamp, provides businesses with training and support to improve sustainability performance.
By participating in these programs, tourism businesses can take measurable steps toward sustainability while enhancing transparency and building long-term resilience in a rapidly evolving market.
Why Now and Why It Matters
In 2025, with economic pressures, political shifts, and global uncertainties, tourism businesses are navigating complex terrain. Sustainable tourism offers more than environmental benefits—it provides a roadmap for long-term stability, resilience, and trust.
Sustainable tourism is more than a movement, it’s a business strategy. Businesses that act now, with transparency and purpose, are not just responding to change—they’re shaping what comes next. Now is the time to take action with clarity and confidence.
