Report on the GSTC2026 Global Sustainable Tourism Conference
Key Findings
- An Overview of the GSTC2026 Global Sustainable Tourism ConferenceHeld in Phuket, Thailand, in April 2026, the conference brought together 575 delegates from 55 countries to discuss challenges and solutions for sustainable tourism.
- Sustainable HospitalityThis section presents case studies from hotels and platform companies around the world that have reframed sustainability not as a "cost" but as an "investment" that drives revenue growth and market competitiveness.
- Resilient Cities and CommunitiesFocusing on preparedness for climate-related disasters and sustainable recovery, this section covers risk management, the role of local communities, and environmental restoration initiatives.
- Carrying Capacity and Visitor Distribution ManagementIn response to overtourism, this section looks at how destinations can stay sustainable by using data to shape when, where, and how people visit.
- Latest Trends in International Standards and Certification, and AccessibilityAlongside developments in GSTC standards, certification schemes, and the EU's anti-greenwashing rules, this section highlights why accessibility matters in making travel enjoyable for everyone.
At JTB Tourism Research & Consulting Co., we have long pursued research on sustainable tourism as a key theme in supporting the lasting development of destinations.
The world of tourism today stands at a major turning point. While international tourism recovered to surpass its pre-pandemic levels by the end of 2025, concerns are also growing over challenges such as overtourism, extreme weather, plastic pollution, and biodiversity loss. Crowding and climate-related risks at destinations are increasingly becoming factors that travelers weigh when choosing where to go. In short, finding "a better way to engage with tourism" has become a shared question for both those who travel and the communities that welcome them.
Against this backdrop, the GSTC2026 Global Sustainable Tourism Conference was held in Phuket, Thailand, in April 2026. It brought together 575 participants from more than 55 countries, including tourism experts, destination representatives, and researchers, gathered to exchange lively discussions on the challenges and practical solutions for realizing sustainable tourism.
We are now pleased to share this report, made possible through the cooperation of many partners, offering a first-hand look at the discussions we witnessed on site. The themes and insights presented here go beyond passing trends, providing a wealth of valuable perspectives for taking a long-term view of the future of tourism. We hope this report, written from our vantage point within the Japanese tourism industry, will offer meaningful food for thought to all who read it.
This report is organized around the conference's three core themes, Sustainable Hospitality, Resilient Cities & Communities, and Carrying Capacity & Visitor Distribution Management, presenting leading global initiatives in an accessible way.
Highlights of This Report
- An accessible introduction to the forefront of global discussions on sustainable tourism, together with developments in GSTC's international standards and certification programs
- Real-world examples from hotels and destinations around the world that reframe sustainability not as a "just an added cost," but as "a strength for the future" that drives profitability and benefits the communities and businesses
- A compilation of practical ideas for protecting and nurturing the appeal of destinations, ranging from dispersing crowds and preparing for disasters to ensuring accessibility so that everyone can enjoy travel
