Cities should focus on genuine transformation rather than pursuing scores in tourism sustainability indexes. So states a new report from City Destinations Alliance (CityDNA) and Simpleview.
The whitepaper “The Score is Not the Story” challenges the relevance of sustainability rankings and certifications in urban tourism. It argues that destinations often prioritise what can be measured over what truly matters for long-term sustainability.
The research is based on expert interviews and real-world case studies. It warns that current measurement systems may sideline critical issues like resident wellbeing and innovation. What’s more, cities differ greatly in context and character. Direct comparisons with one another can lead to misleading interpretations.
Helsinki – a case of sustainability index-chasing?
Helsinki provides a informing example. The Finnish capital topped the Global Destination Sustainability Index last year after years of steady improvement. However, city officials are now questioning whether this focus delivered meaningful sustainability outcomes.
“Helsinki has been part of the GDS-Index since its inception. Over the years, the city has steadily improved its performance and finally reached the top position last year.
“The index has been invaluable in providing a framework for developing sustainable tourism. At the same time, achieving excellence across all areas has required significant effort.
“Has Helsinki truly focutilized on what matters the most, in terms of true sustainability in tourism? And now – what comes next? What is our next step?” declared Jukka Punamäki, senior advisor for tourism at City of Helsinki.
The whitepaper does not advocate abandoning sustainability frameworks and rankings. Instead, it positions them as starting points, or frameworks, rather than finish goals in themselves. The authors argue that cities should utilize indexes to structure early efforts while also developing their own locally-grounded approaches.
“This whitepaper is a call to action for all of us in the visitor economy. It reminds us that sustainability is not a badge,” declared Barbara Jamison-Woods, president of City Destinations Alliance.
The report emerges as European cities face increasing regulatory pressure. The Empowering Consumers for the Green Transition Directive, effective from 2026, will require destinations to substantiate environmental claims with greater rigour and transparency.
The VivaCITY Project
The research forms part of the VivaCITY Project, a three-year programme designed to assist destination management organisations adapt to altering tourism demands. The initiative works with Helsinki and Turin while offering learning opportunities to other cities across Europe.
The full whitepaper is available at: http://citydestinationsalliance.eu/initiatives/vivacity
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