Eco-certification: Promoting sustainable tourism through eco-friendly practices in hotels
About this good practice
In 2024, the Malta Tourism Authority (MTA) strengthened its commitment toward sustainable hospitality by endorsing Green Key, EU Ecolabel, and GSTC, aligning Malta’s tourism sector with international sustainability standards.
The eco-certification process ensures that hotels implement energy and water conservation, waste reduction, responsible sourcing, and community engagement. Businesses must invest in sustainable infrastructure and apply for certification, after which an auditor verifies compliance before granting the label.
Key stakeholders include the MTA, certification bodies, auditors, and hotel operators, while beneficiaries include hoteliers, tourists seeking eco-friendly stays, and the local environment. By promoting sustainable tourism, MTA helps Malta maintain its reputation as an eco-conscious destination, while supporting long-term environmental and economic growth.
Expert opinion
Resources needed
Hotels fund their own certification efforts, supported by national grants like Malta Enterprise’s Smart and Sustainable Investment Grant, which covers up to 50% of costs. The MTA trains staff to guide hotels, and incentives promote sustainability and digital upgrades.
Evidence of success
Eco-certification improves hotels' environmental performance, financial outcomes, and guest satisfaction. Studies show certifications like Green Key, EU Ecolabel and GSTC reduce environmental impact and boost market value. Guests report higher satisfaction and loyalty. Booking.com found 83% of travellers value sustainable travel. In Malta, eco-certified hotels report positive feedback, reinforcing the benefits of aligning with global sustainability goals.
Potential for learning or transfer
To promote eco-certification in tourism, the Malta Tourism Authority (MTA) offers initiatives like financial incentives via Malta Enterprise, regulatory support, staff training, and targeted marketing. Malta’s eco-certification program is recognized for strong institutional support, strategic sector partnerships, and alignment with global standards like Green Key, EU Ecolabel, and GSTC. Its success makes it a model for regions aiming to build sustainable tourism. These best practices, which emphasize a structured sustainability framework, economic incentives, and community involvement, can be adapted by other destinations. For example, Turkey has launched a Sustainable Tourism Certification Program aligned with GSTC criteria. It sets environmental, socio-cultural, and economic sustainability standards for accommodation providers. The program, mandatory for all hotels by 2030, is structured in three phases, encouraging gradual improvement across the tourism sector.
Further information
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