How This Swedish City Became One Of The World’s Most Sustainable Places

Ask Katarina Thorstensson to define sustainability in tourism, and you might think you’re talking to a character in a Star Wars movie. Sustainability surrounds us, and it binds the galaxy together like the Force — at least her galaxy.

Thorstensson, a sustainability strategist for Gothenburg, Sweden, says her city has been working on sustainability for so long that it’s become second nature. It’s part of almost everything they do, from Liseberg, an amusement park with a next-level sustainability program, to Gothenburg’s famous museums.

“We don’t talk about it that much,” says Thorstensson, who works for Gothenburg & Co, the city’s destination management organization. “I think we take it for granted.”

Why? Maybe it’s because sustainability in tourism is difficult to define — but you know it when you see it.

More than half of travelers want a sustainable option, according to a recent survey by Booking.com. But ask those surveyed what sustainable tourism is, and you’ll get a lot of different answers, ranging from recycling to green energy to farm-to-table programs.

What sustainability means in Gothenburg

Gothenburg, on Sweden’s west coast, has quietly built a reputation as one of the most sustainable tourism destinations in the world. Its famous museums, from the Museum of Design and Craft to the Gothenburg Museum of Art, have advanced sustainability programs that are so integrated into their operations that they don’t stand out.

Volvo, the environmentally forward auto manufacturer, has its headquarters in Gothenburg, and its World of Volvo showcases the company’s many green initiatives. The events space hosts a mix of exhibitions, cultural events and conferences, and it features restaurants with Nordic cuisine — all with the highest sustainability goals. Gothenburg is the world’s most sustainable city, according to the Global Destination Sustainability Index (GDSI), a key measure of sustainability.

“Sustainability is in our DNA,” says Thorstensson.

It’s been that way for a while, she adds. Gothenburg & Co’s sustainability initiatives date back more than 20 years. Around 2000, meeting planners began to talk about the need for sustainability.

“So, we started working with those meetings where we were involved as a destination management organization,” she says. “We wanted to learn about it ourselves but also to push the boundaries for the industry since we were in full control of these events.”

The sustainable meetings, which included a cultural festival and a science exhibit, soon spread to other parts of the city. In the early 2000s, they began to adopt forward-looking programs to save energy, recycle and reduce waste. And in a place like Sweden, a place known for its progressive politics, there was a snowball effect. Today, 90 percent of Gothenburg hotels have a green certification.

Or, to paraphrase Obi-Wan Kenobi, sustainability is all around them.

How to define sustainability in tourism

So what is sustainability in travel?

The World Tourism Organization defines it as tourism that takes account of its current and future economic, social and environmental impacts. Sustainable tourism addresses the needs of visitors, the industry, the environment and host communities.

“I would describe it as a destination that is able to maintain its natural state, beauty and environment while serving as a tourism destination without compromising the area for commercial gain,” says Berkita Bradford, chair of the hospitality and tourism administration department at North Carolina Central University.

Bradford says a destination becomes sustainable when its stakeholders understand the value and need for tourism dollars but remain committed to minimum disruption.

“This includes but is not limited to landowners, investors and municipalities,” she adds.

Anna Abelson, who teaches cultural heritage tourism at the NYU Tisch Institute of Hospitality, says becoming a sustainable destination can be a challenge.

“It’s balancing people, planet, and profit,” she says. “This involves cultural sensitivity, minimizing environmental impact, ensuring economic benefits, and promoting social equity. The aim is to meet the needs of visitors, host communities, and the environment while ensuring that tourism remains viable long-term without depleting resources or causing harm.”

Sustainability is an amorphous and constantly moving target. So let’s break it down.

What are the components of tourism sustainability?

Typically, sustainability programs have several components. They include:

• Economic viability. Sustainable tourism programs strive to create economic opportunities for local communities — everything from supporting local businesses to ensuring that the benefits of tourism are distributed fairly.
• Education. A successful sustainability program encourages both travelers and businesses to educate themselves about the places they visit, promoting responsible behavior and informed choices. It can include understanding the environmental issues facing a destination or learning about the cultural significance of local practices.
• Environmental protection. Sustainable tourism prioritizes the conservation of natural resources. Many programs cut waste, try to reduce carbon footprints or and protect wildlife and ecosystems.
• Cultural preservation. Sustainable tourism also involves respecting and preserving local communities. That can mean engaging with local traditions or supporting local economies. Most importantly, it ensures tourism does not disrupt the social fabric of a destination.
• Planning. Sustainability in tourism requires a long-term vision. That means planning for the future and considering factors like climate change and resource depletion. Sustainable tourism practices aim to ensure that future generations can enjoy and benefit from the same destinations.

“Sustainability in travel is complex,” says Sangeeta Sadarangani, CEO of Crossing Travel. “But a start would be where hotels and destinations are taking steps to banish single-use plastics and minimize food waste, as well as to integrate and work with and for the benefit of the local community and environments, by using locally grown and sourced ingredients.”

What’s a good example of a sustainable place? Sadarangani cites The Sextantio, a restoration of 18 abandoned caves in the district of Sassi di Matera in Basilicata whose origins go back 20,000 years. Until 1950, it was a forgotten town in Italy. Today it is a luxury resort that’s been recycled in almost every sense of the word.

Of course, we can’t all visit southern Italy — or the west coast of Sweden — on our next vacation. So is there a way to vet your next destination for sustainability?

How to ensure your next vacation more sustainable

Experts say there are ways you can ensure your next vacation is sustainable.

First, there are no destinations that are entirely sustainable.

“There are pockets of sustainable tourism globally,” says Patrick Marsden, a partner at MaCher, and a sustainability expert. “But labeling any specific location as sustainable may miss the nuance and challenges those destinations face if not all stakeholders are supporting the destination responsibly.”

In other words, if a destination calls itself sustainable, be careful. It may be greenwashing, or exaggerating its environmental credentials.

Another way to know is something I call the Gothenburg test. Destinations that advertise themselves as sustainable are often missing the point about sustainability. It’s not about a single initiative or program; it’s a way of life. Gothenburg doesn’t talk about its sustainability program because it’s such an integral part of the city; that’s a positive sign. Thorstensson says they don’t promise visitors a carbon-negative vacation, but they sure are trying.

Of course, there are places that are unsustainable, at least for now.

“Right now, I would say that the places that are pushing back on over-tourism are the most likely destinations dealing with unsustainable tourism practices,” says Karl Kannstadter, a vice president at Signature Travel Network. “Those would include Venice, Athens, Barcelona, and Mt. Fuji. The great thing is that they have all recognized the situation they are in, and they are working toward resolving it.”

In other words, avoid the places that are obviously overcrowded and the places overpromoting their sustainability efforts. And if you’re thinking of going somewhere, do your research. Because the most sustainable destinations like Gothenburg don’t even talk about their sustainability efforts.

And yet, the Force is with them.