Vejle, Denmark, has been recognised as a best practice by the Sustainable EU Tourism project for its comprehensive approach to supporting small tourism businesses in sustainability.
 

Amid the growth of tourism and global biodiversity challenges, Visit Vejle launched a three-year sustainability project, backed by municipal funding, to guide stakeholders towards greener practices.
Key initiatives include the Handbook to a Green Destination, offering practical guidance and checklists; more than ten workshops on topics ranging from waste and energy management to social sustainability and communication; and free one-to-one consulting sessions that provide companies with tailored assessments and improvement plans.

The VisitVejle network, established in 2010, brings together more than 150 stakeholders, enabling knowledge sharing and collaboration, while the Green Guide highlights local sustainable businesses and inspires tourists to make greener choices.

This strategy has led to concrete results: increased interest in sustainability among companies previously hesitant due to perceived costs, strong satisfaction with workshops, and certifications such as Green Attraction and Hidden Disabilities being adopted by local businesses.

Vejle’s experience shows how local leadership, stakeholder collaboration, and practical tools can drive meaningful progress in sustainable tourism and empower even small enterprises to become part of the green transition. 

For more details on the key challenges the destination has faced, and the solutions implemented to address them, please refer to the attached document.