Tourism Australia has launched a new sustainability initiative aimed at encouraging the tourism sector to adopt shared standards for responsible travel.
The initiative, titled Green is Our Gold, invites tourism and business events organisations across the country to commit to a set of principles designed to support environmental protection, cultural respect and community engagement.
Organisations that join the programme will be asked to align with five principles: Celebrate Community, Embrace Culture, Preserve Place, Respect Wildlife and Take Care. The initiative is intended to provide a common framework for sustainable tourism practices across the industry.
Tourism Australia said the programme responds to increasing demand from travellers for experiences that deliver social and environmental benefits. According to its Consumer Demand Project, 77 per cent of travellers consider sustainability important in their daily lives, while 70 per cent factor it into their travel decisions.
Among business events planners, 76 per cent consider sustainability credentials an important factor when selecting destinations.
The initiative builds on existing national policies, including the National Sustainability Framework for the Visitor Economy and the Sustainable Tourism Toolkit introduced in 2023 as part of the Thrive 2030 strategy.
The programme was introduced at Tourism Australia’s Destination Australia conference in Melbourne, which brought together more than 800 industry participants.
