Greece, Georgia, and Global Leaders Meet at 7th International Conference to Shape the Future of Sustainable Tourism

The 7th International Conference “Standards in Tourism 2025,” held in Tbilisi, Georgia, on September 22, 2025, brought together key figures from the global tourism industry to discuss the future of sustainable travel. Hosted by the Georgian Tourism Association, a long-time member of the Global Sustainable Tourism Council (GSTC), the conference provided a vital platform for stakeholders in government, tourism, the private sector, and international organizations to explore how established standards can shape the future of the tourism industry.

Event Overview:
The event’s primary focus was on how standards, such as those outlined by the GSTC, can guide the tourism industry toward sustainability. As leaders in the field gathered at the conference, the discussions highlighted the importance of adopting internationally recognized frameworks, particularly for destinations, to help achieve long-term environmental, social, and economic sustainability. The conference featured a series of sessions that addressed the key challenges currently facing tourism, from climate change to the need for effective evaluation systems in hospitality.

The event opened with welcoming remarks by key figures including Mrs. Natalie Kvachantiradze, Chair of the Georgian Tourism Association, alongside Andria Basilaia, Deputy Mayor of Tbilisi, and Maia Omiadze, Head of the Georgian National Tourism Administration (GNTA). The GNTA, a legal entity under the Ministry of Economy and Sustainable Development of Georgia, is central to the country’s tourism strategy and played a key role in facilitating the conference’s focus on sustainable practices.

Who Attended and What Was Discussed:
The conference saw the participation of leading figures from a variety of sectors. Koko Tang, a GSTC Board Member and Founder of Colorful Earth, participated in the first session, focusing on sustainable destinations. The panel featured other notable industry leaders, including Teona Nemsitsveridze, Head of the Standards Committee of the Georgian Tourism Association, and several local government representatives, such as Berdia Chankseliani, Deputy Governor of the Racha-Lechkhumi and Kvemo Svaneti region, and Gia Oniani, Mayor of Lentekhi municipality.

The session was dedicated to exploring how destinations can adopt and implement standards to create more resilient and sustainable tourism models. Koko Tang emphasized that frameworks like the GSTC Destination Standard are essential tools for guiding destination management and boosting sustainability efforts. These frameworks provide destinations with a common language, a structured approach to progress, and an internationally recognized certification that enhances their credibility.

The panel also discussed the role of local communities and stakeholders in driving sustainable tourism practices. It was clear from the conversation that the active participation of local providers, along with accredited certification, is crucial for ensuring that destinations meet international sustainability standards.

The Importance of Standards:
The key takeaway from the session was that standards in tourism are not a passing trend, but rather the foundation for the future of travel. Adopting these standards ensures that tourism contributes positively to the environment and communities, rather than exacerbating existing issues such as overtourism or environmental degradation.

In her keynote speech, Mrs. Koko Tang emphasized that sustainability is not merely a checkbox on a list; it’s a long-term commitment that must be integrated into every aspect of tourism, from the operational level to the strategic planning of destinations. By using internationally trusted frameworks, destinations can navigate the challenges posed by climate change, resource management, and increasing demand for responsible tourism experiences.

Expanding the Scope:
Following the session on sustainable destinations, the conference shifted focus to the role of hospitality and accommodation in the tourism industry. Panelists discussed the importance of digitalization, guest feedback, and evaluation systems for hotels in achieving operational efficiency while meeting the growing expectations of sustainability-conscious travelers. Glenn Mandziuk, CEO of the World Sustainable Hospitality Alliance and a GSTC Board Member, was a prominent speaker in this session. He shared insights into how hotels can implement sustainable practices that align with the evolving needs of both businesses and travelers.

As part of the program, the afternoon included a hands-on workshop on tour operating, led by Prof. Urs Wagenseil, a well-respected figure in sustainable tourism education. Prof. Wagenseil’s session, which focused on the GSTC Industry Standard, provided valuable tools and strategies for integrating sustainability into tour operations. This interactive session allowed attendees to engage in meaningful discussions on international best practices and how to apply them to their own organizations.

Concluding Remarks:
The conference wrapped up with a strong message on the importance of standards as a driving force in advancing sustainable tourism globally. It highlighted that by adhering to established frameworks, such as those set out by the GSTC, the tourism industry can ensure its growth is in harmony with environmental preservation and socio-economic stability.

The 7th International Conference “Standards in Tourism 2025” reinforced the vital role of international collaboration in shaping the future of tourism. The contributions from GSTC and other leaders in the field served as a reminder that sustainability is not just about reducing environmental impact, but also about ensuring that tourism benefits communities, economies, and travelers alike.

Looking Ahead:
As tourism continues to evolve, the conference emphasized the importance of resilience and adaptability. With the tourism industry facing unprecedented challenges, including the effects of climate change and post-pandemic recovery, the conference provided invaluable insights into how standards can guide the sector toward a more sustainable and inclusive future.

The discussions held in Tbilisi are just the beginning of a much larger conversation that will unfold in the coming years as tourism professionals continue to address the ever-changing landscape of travel. By ensuring that sustainability is at the heart of the industry’s growth, the global tourism community can work together to create a more responsible and impactful future for travel.

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