In September 2021, the European Travel Commission (ETC) released the Handbook on Encouraging Sustainable Tourism Practices, a practical guide designed to help National Tourism Organisations (NTOs) and Destination Management Organisations (DMOs) promote sustainable tourism across Europe. This handbook aims to simplify sustainability for destinations by bridging the gap between stated values and real-world actions.
Purpose and Reach
ETC, representing 33 European national tourism boards, developed this handbook to support destinations in rebuilding stronger, more resilient tourism in the aftermath of the pandemic. It fosters knowledge-sharing and positions NTOs and DMOs as catalysts for change across the tourism ecosystem.
What’s Inside
- Market Trends & Supply‑Demand Analysis
The handbook starts by unpacking post‑COVID shifts in traveler behavior and sustainability expectations, alongside supply-side innovations. - Addressing the “Value‑Action Gap”
It highlights real-world barriers that prevent businesses and travelers from translating environmental values into sustainable choices, and provides strategies to close that gap. - Twenty Evidence-based Case Studies
Featuring global and European examples—from protected-area ecotourism to digital monitoring platforms—the handbook illustrates best practices in tourism sustainability. Each case includes clear takeaways for destinations (e.g., MEET Network’s Ecological Footprint methodology). - Strategic Guidance for NTOs & DMOs
Practical recommendations include stakeholder engagement, guideline development, incentive mechanisms, and tourism demand management—all tailored to support local communities and SMEs.
Why It Matters
- Clarity in a complex landscape: It helps destinations navigate a crowded field of sustainability labels and programs, offering clear, actionable advice.
- Industry credibility: The handbook is among ETC’s most widely-consulted publications and has even been translated into Spanish for broader reach.
- Strategic impact: As ETC president Luís Araújo notes, NTOs and DMOs are key to shaping sustainable tourism at scale across Europe, supporting both environmental goals and economic recovery.
In Summary
The ETC Handbook delivers a powerful combination of evidence-based case studies, market insight, and strategic guidance tailored for sustainable tourism leadership. It transforms intentions into actions—helping destinations inspire responsible choices, empower stakeholders, and enhance long-term resilience.