WTM London Deepening the Discussion with Dr Mihee Kang

Описание: What does credible sustainability in tourism really require and who decides what “good” looks like?

In this Deepening the Discussion conversation following World Travel Market London 2025, Tina O’Dwyer speaks with Dr Mihi Kang, Chief Assurance Officer at the Global Sustainable Tourism Council (GSTC).

Dr Kang has spent more than 30 years working across research, policy, certification and destination practice. A pioneer in ecotourism in South Korea and recipient of the UNESCO Man and the Biosphere Programme Young Scientist Award, she brings both academic depth and practical global experience to one of the most complex debates in tourism today: standards, certification, and trust.

In this conversation, we explore:

• The difference between certification and accredited certification, and why it matters
• The implications of new EU directives on green claims and consumer protection
• What must change to maintain trust in sustainability labels
• The role of large buyers and platforms in shaping supply chain behaviour
• How micro and small enterprises can be supported without lowering the bar

Dr Kang explains how the GSTC accredits certification bodies (rather than certifying businesses directly), and why independent oversight, auditor competence, and annual surveillance are essential for credibility.

The discussion also tackles one of the sector’s most sensitive issues: fairness and accessibility. With tourism largely made up of micro and small enterprises, how do we balance equality of standards with equity in implementation? What role should governments play in subsidising certification? And how do we remove not only financial barriers, but psychological ones?

If you work in destination leadership, policy, certification, tourism strategy, or sustainability governance, this conversation offers clarity, nuance and a forward-looking perspective on where standards are heading.

#TheTourismSpace #SustainableTourism #TourismStandards #GSTC #GreenClaims #DestinationLeadership #TourismPolicy #TrustInTourism

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