PAUL NURSEY
VICTORIA – The 2024 annual Global Destination Sustainability-Index (GDS-Index) benchmarking results are out, and Victoria has earned the ranking of most sustainable destination in North America.
The GDS-Index is one of the world’s leading sustainability performance programs for business events tourism destinations. Used by over 100 cities globally, the GDS-Index measures the environmental and social sustainability performance and strategies of the city, its tourism supply chain, and the destination management organization (DMO).
In 2024, the GDS-Index measured a range of factors including regenerative tourism, circular economy practices, and climate action initiatives. This criteria address the current trends and necessities in sustainable tourism. This year, the Index found that many locations have significantly improved their efforts in these areas, demonstrating a strong commitment to balancing sustainable tourism growth with environmental stewardship and community well-being.
Of the top five regional leaders in North America, Victoria took the top spot, ahead of other Canadian cities: Montreal, Quebec City, Edmonton, and Ottawa. Victoria also ranked 22nd globally, placing the city firmly in the international top 40 list. Notably, the city was also the third highest ranking small city worldwide. This is DGV’s second year participating in the GDS-Index benchmarking, and the first time Victoria has secured a spot on the international top 40 list.
The exceptional results for 2024 were achieved through a close collaboration between Destination Greater Victoria and the City of Victoria and are indicative of strong alignment and shared commitment amongst industry partners, local government, and the community at large who, with DGV, share a commitment to social and environmental sustainability for long-term.
Victoria stands out due to a combination of factors that set it apart from other destinations. A significant portion of the city’s strong performance comes from progressive actions by the City of Victoria and the Province, such as the development of extensive bike lanes, high walkability, a clean energy grid, a safe and reliable water supply, and comprehensive climate action plans. From an industry standpoint, one factor that sets Victoria apart is the high percentage of hotels with recognized sustainability certifications, reflecting the local tourism industry’s commitment to environmental responsibility. Additionally, the Victoria Conference Centre’s designation as a carbon neutral venue contributes to the city’s standout status. Destination Greater Victoria’s own internal policies and strategies, along with its ongoing support and capacity-building efforts for members, have played a key role.
This year, Victoria was also a finalist for the GDS Innovation Award for its innovative partnership with the City of Victoria and the Greater Victoria Housing Society to fund an affordable housing project using the Municipal Regional District Tax from online accommodation platforms. This funding will fill an equity gap in a previously approved project, which will result in 40 units of below-market housing prioritized for hotel and hospitality workers, addressing a critical need for workforce housing.
In March of 2023, Destination Greater Victoria – the first carbon-neutral Destination Management Organization in North America – broke new ground when it became the first urban destination in North America to earn the Responsible Tourism Institute’s coveted Biosphere certification that recognizes commitment to environmental sustainability, cultural diversity, equity, and social responsibility. Critical components of the program include providing no-cost DGV-member access to the Biosphere platform to support them as they advance their own sustainability plans, and progress toward certification at the organizational level.
“We are honoured to lead the way in sustainable tourism and to share our journey with the world. Sustainability is core to our community values. As an organization, we chose to put sustainability at the centre of our brand in 2020 because it reflects who we are as a community, and our commitment to taking care of this place that we love for future generations of residents and visitors. Greater Victoria’s tourism brand has flourished since that decision. We are confident our ongoing dedication to responsible practices will continue to attract travellers seeking more environmentally friendly experiences,” said Paul Nursey, CEO, Destination Greater Victoria.
While Victoria is already highly regarded by meeting planners around the world, the GDS-Index result will enhance our competitiveness in securing meetings and conference bids. By positioning Victoria as a leader in sustainable tourism, we can attract more high-value business, particularly during off-peak seasons, thereby contributing to the steady growth of the local visitor economy.
The GDS-Index provides an operating system to guide and drive transformation across the city, the supply chain, and the destination management organization. Taking a multiple benchmark approach has been proven to accelerate change and has the potential to improve positive impact more comprehensively than a single, standalone certification might. The GDS-Index will help DGV track how our destination compares with others on their sustainability journey and provide insight into where we can improve.
Source: Destination Greater Victoria
