Inspiring Sustainable Change: Spotlight on the Tourism Audit Office

As part of the “Tourism Impact Alliance” project, the Tourism Audit Office was established through the collaboration of global certification bodies, standard owners, and destinations. Its aim is to deliver independent, highly professional audits based on sustainability standards. In recent months, the audit office’s diverse service portfolio has gained even greater relevance—particularly in response to rising market expectations and the need to comply with the requirements of the EU Green Claims Directive.

In the following interview, Johannes Mäding, Coordinator of the Tourism Audit Office, shares insights into its founding, current market experience, and future direction.

Johannes Mäding, Tourism Audit Office

Johannes, you are the Coordinator of the Audit Office. Could you briefly introduce yourself?
After completing my degree in Tourism Management, I gained experience with several study tour operators. Following the events of September 11, 2001, I shifted my focus to destination marketing and eventually ran my own marketing events company. As a lecturer, I was also involved in auditing study programs for the Foundation for International Business Administration Accreditation (FIBAA). After securing eco-certification for a regional fruit juice producer, I combined my experience in tourism and certification by taking on the role of Head of Operations at the certification body ECOCAMPING. As part of its digitalization strategy, I piloted the Audit Manager software. This collaboration with TourCert opened the door for me to support the certification community as a service hub for audit processes and digital tools.

What role and purpose does the Audit Office serve in the tourism sector?
The Audit Office is a joint initiative of key certification standards worldwide, designed to provide independent audits in line with (soon-to-be) accredited standards. It enables standard owners to focus on value-adding coaching, while benefiting from efficient, digital, and standardized audits. This collaborative approach reduces the effort and cost associated with accreditation processes. Ultimately, our goal is to strengthen trust in certifications and significantly expand their adoption across the tourism sector.

Why is there currently such a strong need for an Audit Office in the tourism sector?
The Audit Office addresses two major upcoming market requirements, both closely linked to the implications of the EU Green Claims Directive. To increase the number of certified businesses and empower consumers, certification standards must demonstrate that audits are conducted by independent third parties and that their standards and procedures are accredited. By outsourcing audits to the Audit Office, certification bodies can ensure the required level of impartiality. Since individual accreditation processes are time-consuming and costly, we offer a collaborative pathway toward joint accreditation through the Audit Office.

What specific services does the Audit Office offer to address current challenges in the tourism sector?
We provide trained auditors as well as auditor training programs. Our services can cover the full audit process, including certification procedures and decision-making. In addition, we offer access to digital tools such as the Audit Manager software, ongoing support, tailored training, and customized audit procedures with ready-to-use templates. Our aim is to strengthen expertise in assessment processes within tourism and to verify sustainability claims. This also includes fostering community networks and developing robust business standards.

What feedback and experiences have you received from clients so far?
The feedback has been very encouraging. There is strong demand for affordable auditor training—and even greater demand for qualified auditors themselves. We are currently digitizing a range of certification processes and will soon be managing audit procedures for multiple certification bodies. The most pressing issue, however, remains the urgent need for accreditation, which we are actively working to address.

How do you envision the development of the Audit Office over the next five years?
By the end of the decade, our digital tools will have become the industry standard. The Audit Office will serve the most important certification standards in tourism, and consumers will recognize our joint initiative as a benchmark. In addition, the Audit Office will have firmly established itself as a trusted partner, actively contributing to the transformation of the tourism sector toward regenerative practices—in alignment with the United Nations’ 17 Sustainable Development Goals (SDGs).

Would you like to speak with Johannes Mäding about the Audit Office? He looks forward to hearing from you.

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The Tourism Impact Alliance project is co-funded by the Swiss State Secretariat for Economic Affairs (SECO).