Good Travel Alliance Officially Launches at ITB Berlin 2025
6th March 2025
At the recent Top 100 Green Destinations Awards, the Good Travel Alliance (GTA) was officially launched, marking a significant advancement in sustainable tourism. The GTA is a global collective of committed destinations, countries, destination management organisations (DMOs), tour operators, and experience providers working together to develop travel offers, attractions, tours, and routes that maximise social benefits while minimising negative impacts on the climate, environment, and culture.
With the support of Green Destinations experts, the GTA helps measure the impact of sustainable tourism initiatives, enabling the promotion of Good Travel Experiences—existing and new travel offers that align with sustainability goals. A key focus of the alliance is ensuring transparency for travellers, helping businesses comply with emerging consumer protection legislation, including the Green Claims Directive.
Acorn Tourism is proud to be recognised as one of the GTA's Expert Partners, contributing its expertise in promoting sustainable tourism practices. Notably, two of the founding members of the GTA—the Jordan Tourism Board and the North York Moors National Park—are destinations where Acorn Tourism has been actively involved in sustainability projects.
In Jordan, Acorn Tourism is engaged in the Jordan Sustainable Tourism Programme 2021-25, aiming to support the Jordanian tourism sector in operating more sustainably and responsibly. This involves collaborating with partners such as the Jordan Tourism Board (JTB), the Jordan Inbound Tour Operator Association (JITOA), the Aqaba Special Economic Zone Authority (ASEZA), the Jordan Trail Association (JTA), and the Royal Society for the Conservation of Nature (RSCN) to promote sustainable tourism practices across the country.
In the North York Moors National Park, Acorn Tourism is collaborating with the North York Moors National Park Authority and VisitEngland on the North York Moors Sustainable Travel Project. This initiative aims to assess the current sustainability practices of tourism businesses in the park using the Green Destinations Business Sector Sustainability Scan framework, which utilises international standards to evaluate business practices.
The Top 100 Green Destinations Awards annually celebrate and promote destinations that serve as inspiring examples of sustainable tourism. The awards encourage destinations, tour operators, and visitors to engage with the sustainable tourism movement. The competition selects 100 outstanding sustainability stories, evaluating them based on effectiveness, innovation, and transferability.
The launch of the Good Travel Alliance at this prestigious event highlights a collaborative effort to drive sustainability in tourism worldwide. By working with a diverse network of stakeholders, the GTA seeks to create travel experiences that are enriching for travellers and beneficial for local communities and the environment.
Acorn Tourism's involvement as an Expert Partner in the GTA aligns with its dedication to promoting sustainable tourism practices. For more information about the Good Travel Alliance and its initiatives, please contact nicole@acorntourism.co.uk
