BeCause and Green Destinations Partner to Launch New Sustainability Reporting and Benchmarking Tool Under The Good Travel Alliance

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The tool provides destinations with real-time sustainability insights, empowering data-driven investment decisions and promoting responsible tourism.  

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BERLIN, March 7, 2025 — BeCause, the global leader in sustainability data management for the hospitality and tourism sectors, is partnering with Green Destinations (GD) to transform how destinations, including national tourism organizations (NTOs), measure, track, and showcase their sustainability efforts.

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The partnership, announced this week at ITB Berlin, implements a universal reporting framework for members of the Green Destination-backed Good Travel Alliance, a global initiative promoting responsible tourism. This framework will allow stakeholders to track the key sustainability performance indicators of hotels and tourism companies in their markets — including carbon emissions, water usage, waste management, energy consumption and certification status.

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Travel businesses add their data to the framework, creating a centralized database in the BeCause platform accessible to GTA members. A destination management organization, for example, can leverage this information to inform investment decisions, develop incentive programs, identify trends, or launch targeted campaigns encouraging local businesses to pursue specific green certifications.  

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 “The partnership with BeCause is a game-changer. By integrating the data management hub with our reporting framework, we’re providing GTA members with a comprehensive, one-touch overview into the sustainability activities of travel-related businesses — something which was previously not possible,” says Albert Salman, President of Green Destinations. 

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Standardizing this sustainability data, however, not only improves tracking; it encourages businesses to take action by creating a stronger incentive to adopt more sustainable practices.  

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“The tool creates a level playing field for benchmarking and allows destinations to assess and compare sustainability metrics with confidence. Now, when they inquire about the sustainability impact measurement of tourism activities in their regions, they can trust that the data is accurate, standardized, and truly comparable,” explains Salman.

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A Sustainability Hub for Destinations

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To simplify participation, BeCause and Green Destinations are providing tourism businesses with free access to the Global Travel Alliance framework.

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Businesses that complete the framework will be automatically visible to GTA members via the BeCause platform. Organizations already using BeCause to manage their sustainability data can seamlessly map their existing records to the GTA framework, eliminating the need for manual data entry and significantly improving efficiency.

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“We are proud to partner with Green Destinations to launch the Good Travel Alliance universal KPIs. In a world where travelers and businesses are demanding greater accountability for sustainability claims, this step ensures that destinations have the information they need to meet their goals,” says Frederik Rubens Steensgaard, CEO and Co-Founder of BeCause.  

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As the only platform on the market that connects hotels, online travel agencies, tourism associations and third-party certifiers, BeCause facilitates seamless data-sharing and real-time sustainability reporting. Once data is uploaded to the platform, it’s reflected across the hub’s entire ecosystem, eliminating inconsistencies and reducing outdated information. For instance, if a hotel renews or upgrades its sustainability certification, the updated status is immediately reflected across all bodies that rely on BeCause, ensuring travelers make informed choices that align with their values.

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“When you consider that data-gathering for sustainability verifications has often been fragmented, inconsistent, or manually updated, that level of automation, accuracy and transparency is truly invaluable,” says Salman.  

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An Opportunity to ‘Get in on the Ground Floor’

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GTA destination members can now pilot the BeCause reporting and benchmarking tool. Early adopters will receive a 50% discount for the program’s first year once it goes live in June. The first pilot destination to have already signed up is the Spanish island of Lanzarote.

To learn more about joining the Green Travel Alliance and accessing the new sustainability tool, visit https://alliance.greendestinations.org

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For more information about BeCause and its partnership with GTA, or to speak with CEO Frederik Steensgaard, please get in touch with Vanessa Horwell at vhorwell@thinkinkpr.com. 

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About BeCause 

BeCause is a Copenhagen-based software company that streamlines verified sustainability data across the travel, tourism, and hospitality industries. Its data hub connects eco-certifications and reporting frameworks with key industry players, empowering informed, responsible decisions all the way to the consumer. BeCause supports over 50,000 hotels, 80+ certification entities, and partners like GSTC, and UN Tourism and customers like Radisson, Accor, Visit England, TUI and Booking.com. Learn more at because.eco. 

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About Green Destinations Story Awards at ITB Berlin 2025

The Green Destinations Story Awards, held annually at ITB Berlin since 2014, celebrated excellence in sustainable tourism practices worldwide in its 11th Edition on 4 March 2025. This prestigious event recognized destinations that demonstrated leadership and innovation in sustainability across six categories based on nominations from the Green Destinations 2024 Top Stories. Hosted on the Blue Stage (Hall 7.1) at ITB Berlin, the ceremony announced the winners of the Green Destinations Story Awards, introduced the newly Green Destinations Awarded and Certified destinations, and unveiled the host destination for the Green Destinations 2025 global conference, among other significant updates.  

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About Green Destinations International

Green Destinations International leads the world's largest community of destinations committed to sustainability, supported by more than 50 program partners around the world. Our goal is to support destinations and businesses in improving quality and sustainability. Over 600 destinations in 60 countries have already joined our programs. The operational team of Green Destinations International consists of two divisions: Green Destinations Foundation, and Green Destinations BV, a LLC also operating as Green Destinations Solutions.