Sustainable Travel International

Innovation Norway Destination Standard

Destination Ålesund & Sunnmøre /Fjord Norway

Over the past 1.5 years, Innovation Norway has been developing a Destination Standard and Certification program to make the work in their pilot destinations more universal.  The standard consists of a set of criteria and indicators that can be used to monitor the sustainability of a tourism destination. The criteria and indicators have been extensively piloted over the last 1.5 years. The development of this standard is now in its final stages of adjustment for a launch in 2013. Sustainable Travel International’s role was to review the standard, conduct a gap analysis with GSTC and the European Tourism Indicator System, review the scoring and evaluation processes, and make recommendations for improvements.


In order to ensure that the standard is internationally credible and as strong as possible, Innovation Norway have requested that Sustainable Travel International provide technical assistance in three areas:

  • Review of the scoring system and evaluation process
  • Third-party assessment of the first destination audit
  • Take part in consultant and destination project leader training


  • An improved scoring system
  • A third party- verified destination audit
  • 25 trained consultants and destination project managers
  • The successful launch and implementation of Innovation Norway’s destination standard
single project template last updated September 11 2012 20:57:15.

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