Measurable sustainability: The global path toward standardized indicators in tourism

Sustainability in tourism is no longer just a buzzword—it is a necessity. But how can sustainable tourism be effectively measured and managed? This article provides an overview of key international frameworks and initiatives and highlights the work of the Tourism Impact Alliance, which is developing a globally applicable set of KPIs for destinations. It also addresses the challenges of limited measurability and insufficient data availability that have hindered many systems to date.

Why are sustainability indicators important in tourism?
Tourism is facing fundamental challenges. Overtourism, environmental pressures, and social inequalities highlight the limits of a purely growth-driven approach. The COVID-19 pandemic made it clear that the sector must become more resilient and sustainable. But how can sustainability actually be measured and managed?

This is where Key Performance Indicators (KPIs) come into play. As measurable metrics for sustainable action, they provide a data-driven foundation for decision-making and enable the definition and continuous monitoring of clear sustainability goals. They also function as an early warning system, helping to identify emerging challenges and enabling timely adjustments. Traditional metrics such as overnight stays, arrivals, or revenue have long been considered key indicators of success. However, in an increasingly complex world, they are no longer sufficient. Growth-oriented indicators fail to capture the broader impacts of tourism on the environment and local communities, and they do not help address challenges such as resource scarcity or overcrowding. Developing a comprehensive, practical indicator system for tourism remains a complex task, as demonstrated by international efforts to date.

Relevant frameworks and initiatives
The discussion around sustainability indicators in tourism dates back to the 1990s. Agenda 21 (1996) already emphasized the importance of practical indicators at both local and national levels. In 2005, UNWTO (now UN Tourism) published guidelines featuring more than 700 indicators across 50 sustainability topics. In 2003, the European Commission highlighted the need for reliable analysis in its “Basic Orientations for the Sustainability of European Tourism” and called for user-friendly reporting systems. At the same time, the academic community has been deeply engaged in developing sustainability indicators. Numerous frameworks have been proposed, but the lack of consensus on indicator selection and application has made comparability and benchmarking difficult.

The urgency is increasing. International initiatives such as the EU Green Claims Directive and the Glasgow Declaration call for reliable data to ensure transparency and prevent greenwashing. In recent years, the global debate has gained significant momentum, with many organizations working to advance sustainability measurement in tourism. Some of the most relevant frameworks and initiatives are outlined below:

UN Tourism: Statistical Framework for Measuring the Sustainability of Tourism (SF-MST)
The World Tourism Organization (UN Tourism) has made a major contribution to the global discussion with its “Measuring the Sustainability of Tourism” (MST) framework. Since 2017, it has been developing a concept that captures the economic, environmental, and social impacts of tourism in an integrated way. Building on established systems such as the Tourism Satellite Account (TSA) and the System of Environmental-Economic Accounting (SEEA-CF), MST is designed to support national statistical offices. While MST recognizes the importance of subnational tourism levels, differences in data availability and methodologies limit the transferability of national approaches. In addition, clear guidance on methods and specific indicators is still lacking. As a result, MST is often seen as an important catalyst for further development of sustainability measurement systems.

GSTC Criteria for the Tourism Industry and Destinations
The criteria of the Global Sustainable Tourism Council (GSTC) are a globally recognized standard for sustainability in tourism. They focus on four key areas: sustainable management, socio-economic impacts, cultural heritage, and environmental protection. Developed through a global consultation process involving industry experts, NGOs, certification bodies, government representatives, and other stakeholders, they provide valuable guidance for both businesses and destinations. However, the GSTC criteria have focused more on certification and verification processes than on measuring actual impacts. While they suggest indicators to assess compliance, they do not provide clear guidance on data collection or measurement methodologies. Instead, certified entities are expected to develop their own indicator sets, which complicates practical implementation. As a result, the recommendations primarily support auditing and certification rather than robust impact measurement.

EU Initiatives: Green Claims Directive and Tourism Transition Pathway
The European Commission introduced the Green Claims Directive to prevent greenwashing and require companies to externally verify environmental claims such as “climate neutral” or “environmentally friendly.” These requirements apply both to companies operating within the EU and those with supply chains linked to the EU. In addition, quantitative indicators must be standardized to ensure comparability and enable benchmarking. Frameworks such as the Product Environmental Footprint (PEF) and the Organization Environmental Footprint (OEF) are intended to support this process. The Green Claims Directive complements the EU Tourism Transition Pathway, which also emphasizes reliable data and transparent sustainability measurement. Together, these initiatives aim to drive the transition toward a sustainable, data-driven tourism sector by establishing comparable indicators and robust standards for businesses and destinations.

Organisation for Economic Co-operation and Development (OECD)
An OECD pilot project involving the Spanish regions of Andalusia, Catalonia, Navarra, and Valencia, funded by the European Commission, demonstrates how regional indicator systems can be developed. The goal was to create a framework capable of measuring tourism sustainability at the regional level.

The project provides valuable insights, particularly regarding comparability between regions and the integration of local challenges such as climate action and resource management. At the same time, it highlights key limitations: implementation requires substantial resources, and data availability remains a significant challenge.

International systems: Key takeaways

This overview of international systems is by no means exhaustive. Ongoing discussions at multiple levels continue to explore which KPIs are best suited to assess tourism.

Measuring sustainability in tourism is a dynamic and essential field. While internationally recognized frameworks already provide valuable foundations, there is still a clear need for more harmonized approaches, robust data, and innovative methodologies. For destinations, the challenge lies in adapting these systems to local contexts while aligning with globally relevant standards.

The Tourism Impact Alliance KPI set enters the testing phase

As outlined in our previous blog article, the Tourism Impact Alliance project is developing a KPI set for destinations that is globally applicable, comparable, and practical.

In close collaboration with the project “KPI Set for German Tourism,” funded by the LIFT Transformation program of the German Federal Ministry for Economic Affairs and Climate Action (BMWK), we are working to create a user-friendly system that provides a solid basis for decision-making in destinations.

The initial building blocks were developed in 2022 through the “Impact Panel” think tank, which brought together international certification bodies, standard owners, destinations, and national systems. The results of this six-month exchange process remain available here. Following an extensive stakeholder consultation, the KPI framework is now entering its pilot phase.

We are currently testing its applicability across destinations with diverse structures worldwide, while addressing key challenges that have hindered many systems to date, including limited data availability, complex measurement approaches, and practical implementation barriers.

We warmly invite experts, certification bodies, and destinations to review our draft and take part in the testing phase. Together, we aim to develop a practical tool that supports destinations worldwide in achieving and measuring their sustainability goals.

Get in touch with us via this form to become part of the process.