DMOs are stepping up to better engage and listen to their residents, co-create new visions with their stakeholders, educate both the supply chain and their customers, financially support certification programmes, and measure results. This year in the GDS-Index we see a tidal wave of new sustainable destination strategies and positive action. Guy Bigwood, Managing Director of the GDS-Index stated that: “ The Covid-19 pandemic and the increasing public and political focus on equality, diversity, and climate change have had a massive positive impact on destinations in 2021. Despite this influx of new destinations, the scores have remained consistent with an average of 61.74 in 2019 and 61.69 in 2021. The results demonstrate that DMOs are in action on sustainability with 24 more destinations participating than did in the previous public benchmark of 2019. With a score of 88.95 out of a possible 100, Gothenburg received the 2021 GDS-Index Leadership Award. In 2021, Gothenburg came top of the list of destinations in the GDS-Index for the fifth year. We evaluate four key areas that we believe are vital to the sustainability performance of a destination: environmental strategy and infrastructure social sustainability performance industry supplier support and the destination management organisation’s strategy and initiatives. In a collaborative effort it supports destination management organisations and convention bureaux to adopt, promote and recognise responsible and regenerative practices. The GDS-Index is a performance improvement programme to make the business and leisure tourism industry more sustainable.
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