Gothenburg, Sweden, has been recognised as a best practice by the Sustainable EU Tourism project for establishing itself as a leading sustainable tourism destination through coordinated stakeholder engagement, smart tools, and long-term planning.

Since 2009, in preparation for its 400th anniversary, the city launched a collaborative process involving citizens and tourism stakeholders to promote sustainability. Led by the DMO and MICE sector, Gothenburg introduced free training, expert guidance, and incentives to help hotels, event organisers, and attractions obtain sustainability certifications.

To support informed decision-making, the city implemented digital tools such as the Event Impact Calculator and the Climate Smart Vacation Calculator, while monitoring progress through the Global Destination Sustainability Index, where Gothenburg has ranked first multiple times. These efforts have led to nearly all hotels and meeting venues being certified, stronger tourism revenues, and improved local offerings. 

Gothenburg’s success highlights the importance of clear sustainable branding, strong stakeholder collaboration, and data-driven tools to boost tourism, enrich local offerings, and build a positive reputation.

For more details on the key challenges and solutions, please refer to the attached document.