Luigi Cabrini, Chair, Global Sustainable Tourism Council
GSTC2024Sweden, Stockholm, 24 April 2024

Your Royal Highness
Dear participants
It is a privilege for the 2024 GSTC Conference to be hosted by
Sweden, a country with a long tradition of democracy, innovation,and sustainability, as well as a unique destination. We are also
greatly honored by the presence of Her Royal Highness.
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International tourism has almost reached its pre-pandemic levels
with Europe leading the recovery, and some destinations areregistering the highest number of visitors ever. Tourism hasregained its potential as an essential economic activity, a creator ofjobs, and a tool for development.
At the same time, international tensions are high and wars areravaging in different regions of the world. It seems a paradox thatwhen globalization and the opening of borders make it possible forpeople to travel freely around the continents, conflicts that wethought would never occur again, are spreading, with their corollaryof human loss and destruction.
Tourism from its very beginnings has been defined as a way of
promoting mutual understanding, respect, and tolerance. But its fullpotential as an instrument for peace clearly remains to be realized.
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There are however other areas where tourism can have a positive
impact on people’s lives and wellbeing, and at GSTC we arefocusing our efforts to promote and drive a change toward more
responsible, respectful, and sustainable ways of traveling. Tourism
can provide social, economic, and environmental benefits orotherwise be antagonized for its negative impacts, both real andperceived, by the communities where it develops. Last week over
60,000 people held a simultaneous demonstration in the seven
Canary Islands demanding a change in the tourism model. Everyyear more tourists visit this destination, but poverty is increasing,house rentals are more expensive, gentrification spreads, natural
spaces are contaminated. A very recent example showing that is not
the quantity but the quality a real measure of success.

During this last year, our organization made important steps forward
and the recognition of our role in establishing standards forsustainable tourism has expanded. We launched a new set of global
criteria, strengthened the assurance program by taking over theaccreditation function in-house, extended the scope and size of thetraining program, assessed more destinations worldwide.
Our Secretariat has grown substantially to respond to the increasing
requests of support that we are receiving, and GSTC can now counton a strong team of capable, dedicated, and committed staff.
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It has been a long journey since a small group of stakeholders met
in 2007, supported by United Nations agencies, with the goal ofproviding added value to the many other organizations alreadyengaged in sustainable tourism. I have been part of this processfrom its early stages, and we had to overcome serious difficulties as
it was not easy to reach the financial self-sufficiency indispensablefor the independence of the organization`s choices and decisions.

2All the achievements that GSTC accomplished so far would nothave been possible without the support of our membership, that
represents the whole spectrum of the tourism sector.
The increasing number of Governments joining the organizationreflects the evolution of the GSTC programs. Addressed originally tothe private sector, in particular hotels and tour operators, theframework around the criteria proved to be an important reference
tool for tourism strategies at the national and regional level.
As a remarkable example, I wish to mention here Türkiye, the hostof our last GSTC Conference, who is successfully implementing a
program of hotel certifications nationwide, based on the GSTC
assurance program.
In Sweden, the GSTC Criteria are widely used by many Destination
Management Organizations and several of them joined as members.
Some of the major hotel chains, tour operators, cruising companies,
as well as small and medium tourism enterprises, believe that ourtools help them to improve their management by considering theenvironmental, social, and economic aspects of their operations.
****One of the obstacles to a faster implementation of sustainability intourism is the lack of confidence from travelers on “green” claims
that are not adequately proved. This is why many certifications’programs are approaching GSTC seeking a recognition of theirstandards or an accreditation.
We maintain that tourism certifications must abide by international
standards even if our sector is more complex than others, as thesupply chain involve many components such as accommodation,transport, excursions, restaurants, handicrafts, food production,
waste disposal, water management, etc.
GSTC’s guiding principle is that there are no shortcuts to achieve
real improvements. Often it entails efforts and sacrifices, and to exitfrom the comfort zone of the “business as usual”, but the rewards
3are worthwhile. A company or a destination allowed to display theGSTC logo has completed a journey that provides them credibility
and visibility in the market.

We work with Online Travel Agencies with the aim of offering totravelers the option to identify and possibly choose products thatmeet international standards. Their platforms reach millions ofclients and many of them are inclined to travel responsibly if offeredoptions to do so. Sustainable tourism is likely to offer better quality
products by being more experiential and emotionally engaging. And
many surveys show that its demand is higher than the offer, a call toall of us to do more and to do it faster.
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I wish to conclude by warmly thanking Visit Sweden for theexceptional organization of this event and the warm welcome wereceived. We have reached a record number of 500 participants withover 50 countries represented.
And for the first time, we will enjoy an itinerant conference where themuseums hosting the different sessions will provide not only avenue but also inspiring spaces!
I wish you all a fruitful, engaging, and active participation and awonderful time in Stockholm!
Thank you!

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