Rollout of the new Sustainable & Innovative Destination label to step up to the challenges of sustainable tourism

France Congrès et Evénements is rolling out its Sustainable & Innovative Destination label across some 20 French towns, with the support of Jean-Baptiste Lemoyne, Junior Minister for Tourism, French citizens overseas and Francophonie

Initially scheduled for deployment in 2020 then postponed until the spring of this  year, the rollout of the new Sustainable & Innovative Destination label, itself based  on ISO20121 international certification, will go live with its eight constituent  challenges* and 26 actions on social, environmental and economic commitments.  

This is a major step for French towns fully committed to developing sustainable  tourism. The approach covers both business and leisure tourism, and its greatest  value lies in involving all the local stakeholders (visitors, businesses, residents ) in  successfully implementing the designated actions and achieving the targets set. 

A certifying body will be responsible for auditing and certifying the destinations  signing up to the scheme. The first certifications are expected in the second half of  the year, if the conditions for a resumption of business activity are in place. 

David Lisnard, Chair of France Congrès et Evénements, had this to say: “The pandemic has proved an accelerator of change, and thus an opportunity to steal a march on the competition. Over and above providing reassurance on the health front, we need to build the future of tourism to our destinations by innovating, on both the business and the leisure markets. This is what we are about to demonstrate with the rollout of this Sustainable & Innovative Destination label. The events industry and business tourism remain the core focus for FCE, but steering an entire destination towards sustainable development calls for a comprehensive approach

that also incorporates an element of leisure tourism. When it comes to the offering and its attractiveness, it makes sense to think in terms of complementarity: a conference attendee may also have an interest in art, culture, sport or whatever”. 

* A standard based on eight challenges, broken down into 26 actions 

– Challenge 1: Deploy open and transparent governance 

– Challenge 2: Reinforce sustainable mobility to align with the carbon neutral by  2050 trajectory  

– Challenge 3: Encourage responsible consumption and combat waste  – Challenge 4: Make tourism a driver of inclusion  

– Challenge 5: Add value to the destination’s economy and protect its heritage  

– Challenge 6: Mobilise resources to encourage sustainable innovation in the  tourism sector  

– Challenge 7: Involve tourists, professionals and event organisers in the  sustainability dynamic 

– Challenge 8: Pay particular attention to public safety  

The nine “pilot” destinations that have adopted the approach Biarritz Tourisme 

Office de Tourisme et des Congrès de Bordeaux Métropole 

Palais des Festivals et des Congrès de Cannes 

Destination Deauville 

Office Métropolitain de Tourisme et des Congrès de Marseille 

Inspire Metz


Nantes Métropole 

Destination Rennes 

Those preparing to sign up to the process 

Destination Angers 

Communauté Urbaine de Dunkerque 

La Baule Evénements 

Agglomération de La Rochelle 

Le Touquet Paris – Plage 

Hello Lille 

ONLYLYON Tourisme & Congrès 

Office de Tourisme et des Congrès de Montpellier Méditerranée Métropole Métropole Nice Côte d’Azur et Régie Acropolis 

Tours Evénements 

and others to follow… 

Contact: Céline Fricotté, Communication Officer – [email protected]

France Congrès et Evénements is the association of meeting and events  destination towns. 

Chaired by David Lisnard, Mayor of Cannes, the organisation brings together  elected officials (mayors and chairs of conurbations) and trade partners (site  managers, service providers, etc.), and involves organisers (professional  federations) in its work.