Guy Bigwood on a decade that redefined destination sustainability

As the GDS-Index marks its tenth anniversary, Guy Bigwood, CEO and Chief Changemaker of the Global Destination Sustainability Movement, reflects on how destinations have transformed from ambition to measurable action. In this interview with Conference Matters International, he discusses ten years of data, the Dutch approach, and the future of regenerative tourism.

'The cities that continue to excel treat sustainability as a living system, not a checklist’

Before diving into the questions, it’s worth understanding the scale and the spirit of the movement Guy Bigwood leads. A former event strategist turned sustainability pioneer, Bigwood has spent over two decades helping cities and regions shift from competitive growth to collaborative regeneration. His work has influenced hundreds of destinations to measure, report, and redesign their visitor economies for the benefit of people and the planet.

Under his leadership, the Global Destination Sustainability Movement (GDS-Movement) has become one of the world’s most respected change agencies, catalysing socio-economic and environmental transformation across the meetings and events industry. Its vision is clear: thriving places and communities activated by regenerative tourism and events.

At the core of this work lies the GDS-Index, a voluntary benchmark that, in 2025, includes 81 destinations worldwide. Far from a simple ranking, the Index serves as a shared framework for progress. Its 76 criteria, aligned with the UN SDGs, GSTC-D v2, UNWTO’s One Planet Vision, and the ISEAL Code of Good Practice, create one of the most comprehensive and collaborative sustainability tools in global tourism.

Constantly refined through feedback and cooperation, the GDS-Index embodies what Bigwood calls “collective intelligence in action”, a system where transparency, data, and shared learning turn competition into common purpose.

What have been the three most significant transformations you’ve witnessed across destinations over the past ten years of the GDS-Index, and which surprised you the most?

“Over the last decade, I’ve seen a few profound transformations. First, destinations have shifted from projects to policy, embedding sustainability into long-term governance, budgets, and accountability structures.”

“Second, we’ve moved from marketing sustainability to managing it. There’s far more rigour, measurement, and verification. Third, the rise of regenerative thinking, which focuses on creating net positive impact for communities and nature, has now become mainstream among leading DMOs.”

“The biggest surprise is how quickly mid-sized cities have caught up. Leadership isn’t about size or wealth, it’s about mindset. A decade of data proves that continuous benchmarking leads to performance improvement.

The GDS-Index data shows climate action at sector level jumped from 54 to 77 percent in just one year. What catalysed this dramatic shift from ambition to action?

“That jump is extraordinary, but it didn’t happen by accident. When you build capability and confidence, action and results follow. Destinations have moved from talking about climate change to feeling it, as floods, fires, and heatwaves dominate headlines. This urgency, combined with frameworks like the Glasgow Declaration and the Net Zero Carbon Events Pledge, created real momentum.”

“We support cities and regions through our Climate Action Masterclass and workshops, and our Climate Solutions Pack, helping DMOs turn big ambitions into operational plans.”

“There’s still significant room for growth: two thirds of destinations have not yet assessed their tourism climate risks, leaving them vulnerable. Crisis planning is now essential for a resilient visitor economy.”

‘The Dutch vision is beautifully pragmatic, an essential part of regeneration. It recognises that tourism must restore more than it extracts’

 

Looking back at top-performing destinations from 2016 versus 2025, what separates those that maintained leadership from those that fell behind?

“Consistency and collaboration are vital. The cities that continue to excel – Helsinki, Gothenburg, Copenhagen – have nurtured cross-sector partnerships despite political shifts and leadership changes. They treat sustainability as a living system, not a checklist.”

“Top performers invest in education and capacity-building so the entire DMO owns the agenda. They build strong relationships across city departments, using benchmarking as a platform for systemic change.”

“In contrast, destinations that fell behind often relied on individual champions. When those leaders left, momentum collapsed. That’s why we encourage participants to see the GDS-Index as a continuous improvement journey, not an annual race.”

The gap between Top 10 destinations and the overall average narrowed from 23.2 to 20.3 percent. Is this convergence a success story or a warning sign?

“It’s one of my favourite findings this year. It’s not complacency; it’s collective intelligence. Through the GDS-Forum, peer reviews, and shared data, destinations are learning from each other.”

“A 2024 University of Surrey report found only 9.3 percent of European hotels were certified sustainable, compared to 34.2 percent among GDS-Index destinations. This shows our members are setting higher standards. Leaders are now mentoring newcomers, raising the floor faster than the ceiling. That’s what success looks like: progress that’s shared, not siloed.”

‘Edmonton proved in its Regenerative Tourism Strategy what’s possible when everyone moves together’

Amsterdam climbed from 60th to 40th place in the 2025 GDS-Index, with a 12.8 percent overall improvement and an impressive 52.45 percent leap in DMO strategy. What enabled this transformation?

“Amsterdam’s story is one of alignment and courage. The city’s DMO, Amsterdam&Partners, rebuilt its strategy around regenerative principles, tackling overtourism through balance, inclusion, and local value creation.”

“Over the past year, it involved stakeholders in co-developing and governing its tourism sustainability plan. Regular meetings with partners refined direction, while visitor and event surveys ensured community representation.”

“Amsterdam embraced data, measured resident sentiment, and reframed success beyond visitor numbers. The 52 percent leap in its Destination Management score reflects deep structural change; stronger governance, transparent reporting, and greater trust.”

The Netherlands’ “Perspective 2030” vision prioritises balancing benefits and burdens overgrowth. How does this align with regenerative tourism?

The Dutch vision is beautifully pragmatic, an essential part of regeneration. It recognises that tourism must restore more than it extracts. The Netherlands leads in transparency, acknowledging challenges and sharing responsibility among residents, visitors, and businesses.

“Regenerative tourism adds another layer: healing and renewal. It views destinations as living systems where nature, communities, and visitors are interconnected. Rather than chasing numbers, it promotes balance, inclusion, and long-term resilience.”

“The Dutch model is a solid foundation on which to build a fully regenerative approach—one that leaves places healthier and more vibrant than before.”

Amsterdam ranked first in the Arcadis Sustainable Cities Index but only 40th in the GDS-Index. What does this reveal about sustainability metrics?

“It’s a great example of how metrics and mindset differ. The Arcadis Sustainable Cities Index measures urban systems like energy, mobility, infrastructure, and quality of life. 

The GDS-Index looks specifically at how tourism and events are managed within that ecosystem.”

“A city can be sustainable in operations but still learning to make tourism sustainable. Amsterdam’s strong foundations now connect civic policy with the visitor economy; a necessary bridge.”

Dutch cities like Amsterdam and Rotterdam rank among the most sustainable globally, yet none appear in the GDS-Index Top 10. What’s missing?

“The GDS-Index is a voluntary benchmark. In 2025 it includes 81 destinations, among them Amsterdam but not Rotterdam, which we do not have data for. Its 76 criteria go beyond urban sustainability, covering event management, biodiversity, and social impact.”

“Dutch destinations already excel in infrastructure and innovation but need unified measurement, supplier engagement, and targeted tourism climate strategies. When these align, their GDS rankings will match their reputation.”

You’ve called Edmonton’s Regenerative Tourism Strategy “the most inspiring, challenging and rewarding” project you supported in 2023. What lessons can the Netherlands draw from it?

“Edmonton proved what’s possible when everyone moves together. 148 organisations co-created a roadmap for regenerative tourism, from Indigenous leaders to social enterprises. They started not with “What’s our tourism strategy?” but “What does our city need to thrive?”

“That mindset shift is crucial. The Netherlands could replicate it by involving housing, biodiversity, and innovation sectors in tourism policy. Regeneration happens when silos dissolve.”

“We’ve seen similar success with Destination Canada’s Climate Action Plan, which aims for carbon neutrality by 2030 and net-zero by 2050; a collaborative model that strengthens both climate action and community wellbeing.”

Looking ahead to the GDS-Index’s 20th anniversary in 2035, what fundamental shift do destinations need? And what bold move would take the Netherlands to global leadership?

“By 2035, the shift must be from sustainability as performance to regeneration by design. Destinations will no longer compete on who’s greener, but on who contributes most to planetary and human wellbeing.”

“For the Netherlands, I’d propose a National Regenerative Destination Framework, a framework that will connect them while allowing each city to develop according to its unique diversity and character. Such "co-opetition" would turn fragmented excellence into collective leadership and make the Netherlands a global beacon for how to live well, holiday happily, host excellently, and regenerate together.”

‘A 2024 University of Surrey report found only 9.3 percent of European hotels were certified sustainable, compared to 34.2 percent among GDS-Index destinations’