WE EXPLORE
The creative forces behind the way we travel. We discover, analyze, and celebrate the ideas and people shaping how the world sees itself and experiences places.
Because we know tourism is a transformative force — one that inspires, connects, and expands what human creativity can make possible.
WHO
We are an independent tourism standards organization celebrating the people, places and ideas moving tourism forward.
WHAT
We discover, recognize and amplify the forces shaping a better way to travel.
WHY
Because when tourism moves in the right direction, it has the power to save the world.
HOW
We research, evaluate and recognize tourism through independent standards designed to spotlight meaningful work and measurable impact.
The creative forces behind the way we travel. We discover, analyze, and celebrate the ideas and people shaping how the world sees itself and experiences places.
Because we know tourism is a transformative force — one that inspires, connects, and expands what human creativity can make possible.
WE EXPLORE
THE COUNCIL OF FIVE
THE ICONS THAT SHAPE OUR CREATIVE CRITERIA
PANDA
LU
STORYTELLING
The secret is to make them care enough to keep watching. A panda has always known how to hold an audience.
GERE
GIRAFFE
CAMPAIGNS
Strategies that reach far and wide. It takes a long neck to see the whole picture from above.
STAN
THE STAG
BRANDING
A good brand is as unmistakable as the antlers of a stag in the animal kingdom.
KAIA
KANGAROO
PLATFORMS
Tourism platforms carry destinations further. Kaia was practically born for the job.
CHEETAH
CAMILLE
SOCIAL MEDIA
Trends never stand still. It takes speed, focus and perfect timing to stay ahead.
Tourism Will Save Us ©
PANDA
LU
STORYTELLING
The secret is to make them care enough to keep watching. A panda has always known how to hold an audience.
GERE
GIRAFFE
CAMPAIGNS
Strategies that reach far and wide. It takes a long neck to see the whole picture from above.
STAN
THE STAG
BRANDING
A good brand is as unmistakable as the antlers of a stag in the animal kingdom.
KAIA
KANGAROO
PLATFORMS
Tourism platforms carry destinations further. Kaia was practically born for the job.
CHEETAH
CAMILLE
SOCIAL MEDIA
Trends never stand still. It takes speed, focus and perfect timing to stay ahead.
PANDA
LU
STORYTELLING
The secret is to make them care enough to keep watching. A panda has always known how to hold an audience.