Sustainability processes aimed at certification: a systemic intervention

Destination Management Organizations (DMOs) are increasingly facing the challenge of not only responding to short-term tourism trends, but also actively shaping long-term, sustainable transformation processes. In light of accelerating global environmental change, rising societal expectations, and growing political demands on the tourism sector, DMOs must expand their role and take an active part in driving the sustainable development of their destinations. This requires a fundamental shift in mindset and the integration of sustainable practices across all levels of destination management.

Systemic interventions in tourism aim to transform and improve the entire tourism system in a sustainable way. Tourism is understood as a complex network of actors, processes, and structures within a region that are closely interconnected and mutually influential.

The TourCert certification for destinations (“Sustainable Destination” certification) provides a clear and measurable framework to proactively drive this transformation and embed it as a long-term process. The following core elements are essential:

• Holistic approach: Sustainable tourism development requires that, alongside visitor needs, the interests of the region, businesses, employees, local communities, and the natural environment are equally taken into account. TourCert certification ensures that this perspective is embedded across all organizational levels and decision-making processes, enabling a balanced and resilient tourism model. This integrative approach ensures that responsibility for the living environment of a destination extends beyond tourism stakeholders to include all relevant actors.
• Networking and collaboration: Systemic interventions such as TourCert certification foster cross-sector collaboration and networking among regional stakeholders. This may take the form of joint projects, partnerships, new modes of cooperation, and the exchange of knowledge and resources.
• Adaptability and resilience: Such interventions aim to strengthen the tourism system’s capacity to adapt and build resilience, enabling it to respond more effectively to change, opportunities, and challenges such as climate change.

A particularly strong example of a successful systemic intervention is the Austrian region of Burgenland, which launched a dual certification process in January 2024 combining TourCert and the Austrian Ecolabel. The initiative spans three destinations and 171 municipalities, demonstrating how coordinated efforts and clearly defined certification goals can drive a comprehensive transformation towards sustainable tourism.

Florian Größwang, co-founder and senior consultant at TourCert Austria, notes that initial certifications in Austrian destinations reveal how challenging it is for DMOs to establish genuine participatory processes that actively engage local communities. It is equally demanding to define measurable KPIs and targets, make them visible within monitoring systems, and translate national climate strategies into concrete operational guidelines for DMOs and their partners.

Below, Florian Größwang offers deeper insights into the certification processes and the underlying strategies of Burgenland as a “Sustainable Destination”:

Why was certification pursued in this federal state?

• The certification aligns with both the national certification strategy (based on the Masterplan T for Tourism) and the Burgenland Tourism Strategy 2030, where it has been defined as a high-priority flagship initiative.
• The long-term strategic sustainability process is intended to strengthen regional development and make measures measurable and transparent.
• It aims to foster a shared mindset toward sustainability within a nationwide, cross-sector network, establishing a common language and strengthening regional identity and value creation.
• New, marketable sustainable tourism offerings are to be developed in order to attract new visitors to Burgenland and further strengthen high-quality, year-round tourism.
• Finally, it prepares the destination’s tourism system for future regulatory requirements, such as the EU Green Claims Directive, as well as funding and financing frameworks.

Burgenland is well on its way to becoming a sustainable travel destination.

In collaboration between the regional tourism organization and DMOs, and among DMOs:

• Organizational and cultural development, including process and role clarification
• Building process competencies for managing complex negotiation dynamics
• Joint development of expertise in data and indicators

In cross-sector cooperation within the region (living environment perspective):

• Establishment of sustainability networks and regional sustainability councils
• All municipalities and mayors formally committed to the process by signing letters of intent, publicly demonstrating their support
• Introduction of free guest mobility (including the BAST on-demand shuttle service) via the Burgenland Card from June 1, 2024
• Further development of the myburgenland.shop platform to strengthen links between regional producers, crafts, and tourism

The Burgenland Card provides free mobility and added value for both residents and visitors.