The Global Sustainable Tourism Council® (GSTC®) is pleased to announce that the ‘Destination Wayfinder Framework & Standard’ has gained GSTC-Recognized Standard status, meaning that it has been fully recognized as equivalent to the GSTC Destination Criteria Version 2.0.
The Wayfinder, powered by Miles Partnership, is a destination management tool enabling tourism organizations to measure, monitor and improve destination stewardship capability and outcomes. Built within a tried and tested platform, the Wayfinder is an industry-led, evidence-based framework for destination stewardship.
Aligned with the GSTC Destination Criteria and the United Nations Sustainable Development Goals (SDGs), the Wayfinder framework consists of nine core modules that guide destinations through a strategic, continuous improvement pathway. By providing destination organizations with a comprehensive view of their capabilities across each module, the Wayfinder empowers destinations to set measurable goals and track their progress in real time. With GSTC-Recognized Standard status, the Wayfinder enhances its support for destination organizations, helping them integrate the GSTC Destination Criteria into their strategic planning and operational practices to achieve long-term, sustainable outcomes.
“We are thrilled that the Wayfinder has achieved GSTC-Recognized Standard status, which underscores our commitment to helping destinations steward their places and communities responsibly,” says Kristin Dunne, Director of Destination Wayfinder. “This recognition by the Global Sustainable Tourism Council validates the hard work of the Global Stewardship Innovation Lab, which designed the Wayfinder as a powerful, industry-led tool grounded in GSTC’s rigorous criteria. Building on this foundation, the Wayfinder can empower destinations to drive meaningful and measurable stewardship outcomes.”
The GSTC-Recognized status refers to the standard itself, indicating that a sustainable tourism standard has been reviewed by GSTC technical experts and the GSTC Assurance Panel and deemed its contents equivalent to the GSTC Criteria for sustainable tourism. It shows that the brand’s set of standards is based on the four pillars of the GSTC Criteria: Sustainable Management, Socioeconomic, Cultural, and Environmental Impacts.
The stated scope of the standard is destinations and geographical coverage is global.
“The Wayfinder has been an invaluable resource for us at Los Angeles Tourism and Convention Board. It provides a clear visual framework for our GSTC assessment recommendations, enabling us to understand our organizational strengths in destination stewardship and prioritize strategic actions across our team and community. This recognition of Wayfinder’s alignment with GSTC standards further reinforces its utility as we pursue our sustainability goals,” says Adam Burke, President & CEO of Los Angeles Tourism.
GSTC Recognition of Standards doesn’t relate to the process of certification (which is a third-party assessment through an audit of a tourism enterprise for conformity to a standard) or accreditation (formal verification that a certification body operates in a competent and neutral manner according to international standards of how to properly certify, which is the highest level of assurance).
«Adopting a holistic perspective on sustainability showcases Wayfinder’s commitment to a comprehensive and global approach,” says Randy Durband, CEO of GSTC.
Currently, 74 standards have gained GSTC-Recognized status. The status offers the market proof that these standards adhere to international norms. GSTC Recognition does not ensure that a certification process is reliable, only that the set of standards used to certify are equivalent to the GSTC Criteria. GSTC-Recognized standard owners are encouraged to follow and complete the accreditation process, which assures that the certification process used to apply the standard meets international best practices, transparency, and rigor. A list of GSTC-Accredited certification bodies is available here.
About the GSTC
The Global Sustainable Tourism Council® (GSTC®) establishes and manages global sustainable standards, known as the GSTC Criteria. There are three sets: Destination Criteria for public policy-makers and destination managers, Industry Criteria for Hotels and Tour Operators, and MICE Criteria for Venues, Event Organizers, and Events & Exhibitions. These are the guiding principles and minimum requirements that any tourism business or destination should aspire to reach in order to protect and sustain the world’s natural and cultural resources while ensuring tourism meets its potential as a tool for conservation and poverty alleviation.
The GSTC Criteria form the foundation for GSTC’s assurance role for Certification Bodies that certify hotels/accommodations, tour operators, and destinations as having sustainable policies and practices in place. GSTC does not directly certify any products or services, but provides accreditation to those that do.
GSTC is an independent and neutral USA-registered 501(c)3 non-profit organization that represents a diverse and global membership, including national and provincial governments, leading travel companies, hotels, tour operators, NGOs, individuals and communities – all striving to achieve best practices in sustainable tourism. The GSTC is an ISEAL Community Member, a global membership organization for ambitious, collaborative, and transparent sustainability systems.
Information for media and the press: www.gstcouncil.org/about/for-the-press/
About Destination Wayfinder
The Wayfinder is an industry-led, evidence-based destination management framework built around a tried and tested platform, guiding destination organizations through a continuous improvement pathway that measures, monitors and improves destination stewardship capability and outcomes. The Wayfinder is transforming destination management, allowing tourism organizations to strengthen their role in stewardship and accelerate the pace of change for destinations and the communities they represent. Learn more at DestinationWayfinder.com.
About Miles Partnership
Miles Partnership is a strategic marketing consultancy focused exclusively on travel and tourism. The company works with more than 150 destinations, hospitality businesses and other travel industry clients worldwide to develop marketing and management strategies that amplify local experiences, boost visitation, improve community relations and increase overall economic impact. For more information, visit MilesPartnership.com.
