Globetrotters are increasingly aware of the need for responsible travel, but many struggle to grasp what it means in practice. Phocuswright research highlights this disconnect, while a Booking.com survey reveals that 43% of travelers feel guilty when making less sustainable travel choices.

Yet, some regions—may they be lesser-known—are leading by example, balancing tourism with environmental preservation and community support.

The Azores, Portugal

The Azores, a nine-island archipelago in the Atlantic Ocean, continues to lead in responsible tourism. It is known for its dramatic volcanic landscapes, world-class whale-watching and unique wine regions. With 39% of its land protected and 40% of its energy sourced from renewables, the Azores offers a benchmark for eco-conscious destinations.

The Azores is one of the Whale Heritage Sites, certified by the World Cetacean Alliance and World Animal Protection to recognize its marine conservation efforts since 2023. But last year, the Azores extended the protection and created the largest marine protected area in the North Atlantic, with 30% of its waters fully or highly protected.

In 2024, it also achieved Gold EarthCheck certification, reflecting its compliance with 265 sustainability criteria, was named Europe’s Leading Adventure Tourism Destination and renewed its Quality Coast Award by Green Destinations, a certification organisation in the Netherlands.

South Tyrol, Italy

South Tyrol (or Südtirol), located along Italy’s Austrian border, is celebrated for its vineyards, Alpine villages and the iconic Dolomites, which include Vallunga, a UNESCO World Heritage site.

South Tyrol’s abundance of waterfalls and mountainous terrain makes it an ideal region for hydropower. With over 60% of its energy derived from renewables, it far exceeds Italy’s national average of 20%. Nearly 1,000 small private hydropower plants further exemplify locals’ dedication to sustainability.

In 2023, South Tyrol introduced its own sustainability label, certifying 141 accommodations across three tiers to date. Ten destinations are certified by the Global Sustainable Tourism Council (GSTC), with seven more planned by 2025. This focus on responsible tourism complements its natural beauty, making South Tyrol a model for sustainable travel and innovation.

Jyväskylä, Finland

Set in Finnish Lakeland, Jyväskylä region is a hub for sustainability and culture, providing a quintessential Finnish experience. It offers, among others, 3,700 lakes, 140,000 saunas, multiple buildings of Alvar Aalto’s iconic architectural design, two UNESCO World Heritage Sites and Finland’s only moose park, Hirvikartano.

Sustainable tourism had been at the forefront of the Jyväskylä region even before it received the EcoCompass Certificate. It has 22 Sustainable Travel Finland-certified accommodations and plans to increase that to 25 by 2025.

The award-winning Outdoor Express project connects the City of Jyväskylä with three national parks, promoting a car-free transport option. It is part of the Sustainable International Accessibility in Central Finland Tourism (KeKaSa) project, which also aims to make Jyväskylä a pilot region for carbon-neutral tourism through electronic air connections.

The city will also host Finland’s first green hydrogen refueling station, solidifying its commitment to carbon-neutral tourism.

Northern Costa Rica

Costa Rica, a global leader in ecotourism, generates 99.78% of its energy from renewables, boasts Latin America’s highest forest coverage and shelters 5% of the planet’s biodiversity.

Costa Rica also ranks No. 1 on the Tourism Sustainable Development Index developed by Murmuration, a French environmental data analysis company. It means travel there poses minimal environmental risk relative to the country’s socio-economic benefits.

“Northern Costa Rica is known as ‘Unknown Costa Rica,’” says Claudia Silva, President of La Federacion Ruta Norte. It spans four border cantons: La Cruz, Upala, Guatuso and Los Chiles. The area includes Santa Rosa National Park, featuring Witch’s Rock for surfing, Playa Nancite for olive ridley turtle nesting and Santa Elena Bay for whale-watching.

Beyond Santa Rosa, Tenorio National Park surprises visitors with the turquoise Rio Celeste Waterfall, while Rincón de la Vieja National Park offers volcanic craters and hot springs. To the east, Cano Negro Wildlife Refuge is a wetland with nearly 400 bird species, caimans, iguanas and monkeys.

Magallanes Region, Patagonia, Chile

Torres del Paine National Park remains a coveted destination in the Magallanes region along with the Diego Ramírez Islands and the Drake Passage Marine Park, South America’s largest marine protected area and Ruta de los Parques (Route of Parks), an initiative connecting 17 national parks across 1,740 miles of Chilean Patagonia.

Patagonia’s Magallanes region also emerges as a global leader in green hydrogen production, leveraging its vast wind energy resources. H2V Magallanes AG has already built nine power plants, contributing to the region’s potential to produce 13% of the world’s green hydrogen according to the World Economic Forum.

This research shows that this region is pivotal to achieving Chile’s carbon neutrality goals by 2050 since it has over 1,800 GW of renewable energy capacity—70 times Chile’s current demand.

The Magallanes region is also the starting point for expeditions to Antarctica. Signaling the willingness to work toward the above, Antarctica21, a leading operator of air-cruise expeditions to Antarctica, was one of the first tourism businesses to announce in October 2024 its plans to transition to e-fuels derived from green hydrogen and recycled CO2.

Rwanda

Rwanda is one of the leading nations in renewable energy in the African continent. Based on the latest data, 48% of its grid energy is supplied by hydro power, 32% thermal and 5.7% solar.

The country is home to Volcanoes National Park, a sanctuary for approximately 1,000 endangered mountain gorillas.

To minimize tourism’s impact, the park enforces strict guidelines, allowing only 96 permits per day and limiting visitors to one hour in the presence of the gorillas. Revenues from gorilla tourism are reinvested into conservation efforts and local community development.

The most awaited event every year is Kwita Izina, Rwanda’s Gorilla Naming Ceremony, when all baby gorillas born in that year will be named.

Singapore

Currently, green spaces cover 40% of Singapore’s area, but increasing this number is one of the goals set in its Green Plan 2030 to reach the ambitious net-zero emissions goal by 2050.

Iconic attractions like Gardens by the Bay have already integrated sustainability with innovation, featuring solar-powered SuperTrees, rainwater collection systems and over 1.5 million carbon-offsetting plants.

Similarly, the ArtScience Museum employs sustainable design, using natural light and recycling over 1,400 tons of water annually.

Singapore is making significant strides in sustainable tourism, with the Singapore Tourism Board planning to increase from 38% to 60% of hotel room stock to achieve internationally recognized sustainability certification by 2025.

Tasmania, Australia

Tasmania, an island southeast of mainland Australia, is celebrated for its stunning natural landmarks like Cradle Mountain-Lake St. Clair National Park and the Bay of Fires, known for white sand beaches and vivid orange lichen-covered boulders.

With nearly 50% of its land preserved in parks and reserves, it is also home to one of the largest World Heritage Areas in the Southern Hemisphere, spanning over 1.2 million acres.

The island generates 98.2% of its electricity from renewable sources, surpassing Australia’s national average of 35%. With ambitious plans to produce 200% of its annual energy needs, Tasmania continues to lead in sustainability and renewable innovation within Australia.

By 2025, Tasmania plans to implement a comprehensive sustainability program featuring a 100% electric government vehicle fleet, a 50% reduction in food waste and a decrease in organic waste sent to landfills by 25% (50% by 2030).

Will These Small Regions Redefine The Future Of Responsible Travel?

If travelers feel guilty about unsustainable choices but struggle to understand what sustainability truly means, how can destinations bridge the gap? Perhaps the answer lies in these small regions leading by example—offering not just inspiration but a blueprint for the future of responsible travel.





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