The Global Sustainable Tourism Council (GSTC ) and Content With Purpose (CWP) collaborate to create landmark new digital travel series on sustainable tourism.
The Global Sustainable Tourism Council (GSTC) has launched its first global digital series, Travel Redefined: Tourism for People and Planet, in partnership with Content With Purpose (CWP) the strategic content creator that empowers sustainable development.
As the world embarks on a new era of travel, this dynamic new digital film series supports the urgent need – and growing momentum – for sustainability practices in tourism worldwide. Travel Redefined takes an in-depth look into how sustainable and regenerative tourism supports people, planet, and prosperity by sharing real stories and expert insights from inspiring people and organizations around the world.
With global tourism making a full recovery – the World Tourism Barometer from UN Tourism reported that in Q1 2025, international tourist arrivals grew 5 percent compared to 2024, putting the industry on track to reach a new record this year – there is an urgency to rethink how the industry operates. Climate change, biodiversity loss, and over-tourism are pressing challenges that demand action now. This landmark digital series is a global call to action to build awareness of tourism’s potential to create positive social, cultural, environmental, and economic change – from policymakers, industry leaders, travelers, and changemakers – it’s an invitation to see how tourism can always be part of the solution.
Video: Sustainable journeys in South Australia:
Randy Durband, CEO of GSTC, said, “These stories show that tourism, when done right, can uplift communities, protect nature, and celebrate cultures. Travel Redefined is a powerful reminder that every journey holds the potential to leave a positive legacy.”
Filmed across six continents, solely using local film crews to minimize travel and production emissions, the ambitious series spanned over 50 filming days to create content that shares sustainable best practice and examines the role of tourism in promoting biodiversity conservation, carbon reductions, green mobility, responsible waste practices, equitable economic development, cultural preservation, and accessible experiences.
Max Smith, Founder and Managing Director at Content With Purpose, said, “From the coasts of California to community-led conservation in The Philippines, Travel Redefined takes viewers on a journey across continents to meet pioneers who are radically re-thinking tourism. We’ve embedded sustainability into every step, reflecting our environmental commitments, from using local crews to telling stories that empower communities and protect the planet.”
Video: Sustainable tourism in Aotearoa New Zealand:
The series features a total of 24 short films from the following Series Partners:
Ascott, Mandai Wildlife Group, South Australia Tourism Commission, University of Greenwich, Victoria University, Visit Iceland, Visit Tallinn, Intrepid Travel, California State University Monterey Bay, Cook Islands Tourism Corporation, Destination Québec Cité, Eurail, G Adventures, Gardens by The Bay, Guyana Tourism Authority, Innovation Norway, Promperú , San Vigilio Dolomites, Tahiti Tourisme, The Bahamas Ministry of Tourism, Tourism New Zealand, Visit Isle of Man, Visit Laguna Beach, and Visit Turku Archipelago.
Additionally, the Travel Redefined features Case Studies on Ol Pejeta Conservancy, Kenya, Papagayo Peninsula, Costa Rica and Trentino, Italy, as well as interviews with the following Industry Experts:
- Agathe Daudibon, Director of EuroVelo & Cycling Tourism, European Cyclists’ Federation
- Deborah Rothe, Director, ITB Berlin
- Guy Bigwood, CEO and Chief Changemaker, Global Destination Sustainability Movement
- Hina Umer, Co-founder and Business Development Lead, Beyond the Valley
- Mich Goh, Director of Public Policy APAC, Airbnb
- Peter Semone, Chair, Pacific Asia Travel Association (PATA)
- Professor Hasan Ali Karasar, Rector, Cappadocia University
- Professor Stefan Gössling, Professor of Tourism, Linnaeus University
- Randy Durband, CEO, Global Sustainable Tourism Council (GSTC)
- Robert Thompson, Executive Director of Regions, Tourism Fiji
Randy Durband, CEO of GSTC, explains, “Many of the featured stories come from GSTC Members who are already putting these values into practice. They serve as real-world examples of what’s possible when sustainability is placed at the heart of tourism.”
Video: Custodians of culture in the Cook Islands:
The GSTC establishes and manages global sustainable standards, the GSTC Standards, also known as the GSTC Criteria, and provides international accreditation for sustainable tourism Certification Bodies.
Max Smith, Founder and Managing Director at Content With Purpose, added, “These real-life stories and achievements prove that a flourishing, sustainable industry isn’t a distant vision. It’s happening right now, and we all have a role to play in this transformation.” (NAN/GSTC 20-08-25)
More campaign videos here.
About GSTC
The Global Sustainable Tourism Council® (GSTC®) establishes and manages global sustainable standards, the GSTC Standards, also known as the GSTC Criteria. The GSTC Destination Standard for public policy-makers and destination managers, GSTC Hotel Standard & GSTC Tour Operator Standard, GSTC MICE Standard for Venues, Event Organizers, and Events & Exhibitions, and the GSTC Attraction Standard for tourist attractions such as theme parks, museums, and national parks. These are the guiding principles and minimum requirements that any tourism business or destination should aspire to reach in order to protect and sustain the world’s natural and cultural resources while ensuring tourism meets its potential as a tool for conservation and poverty alleviation.
The GSTC Standards form the foundation for GSTC’s assurance role for Certification Bodies that certify hotels/accommodations, tour operators, and destinations as having sustainable policies and practices in place. GSTC does not directly certify any products or services but provides accreditation to those that do.
GSTC is an independent and neutral USA-registered 501(c)3 non-profit organization that represents a diverse and global membership, including national and provincial governments, leading travel companies, hotels, tour operators, NGOs, individuals and communities – all striving to achieve best practices in sustainable tourism. The GSTC is an ISEAL Community Member, a global membership organization for ambitious, collaborative, and transparent sustainability systems.
About CWP
Content With Purpose (CWP) is a strategic content creator that partners with leading member bodies and associations to highlight their industries’ contributions to sustainable development. Through compelling storytelling, CWP produces and promotes impactful digital series – featuring short documentaries, interviews, articles, and more – designed to raise awareness, drive change, and promote innovation across key sectors.
The organization’s mission is to communicate hope, opportunity, and solutions – connecting people with ideas that inspire action and collaboration. As a proud B Corp Certified company, CWP is committed to using business as a force for good.
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