Using Green Labels on Website

Help travelers make responsible choices by making it easy to find.

One powerful way DMOs can support responsible travel is by highlighting businesses and experiences that prioritize sustainability. A simple and effective way to do this? Add green labels directly on your website.

Why Green Labels Matter
Green labels help travelers quickly identify sustainable options – without needing to dig through every listing. They signal credibility, save time, and reinforce your destination’s values. When applied consistently, they help shape expectations and behavior before travelers even arrive.

When travelers are presented with trustworthy, visible markers of sustainability, they’re more likely to make conscious, responsible choices. Green labels build trust with visitors, provide clear guidance on sustainable options, and highlight the efforts of local businesses committed to environmental and social responsibility.

Visit Aarhus, Denmark adds a clear green label called “Green Experience” to accommodations, restaurants, and attractions that are certified with environmental standards (Green Key) or offer eco-conscious experiences. On their Plan Your Trip page, green-labeled businesses are listed in curated guides like “Eco-friendly restaurants” and “Sustainable accommodation.”

Transparency
Travelers value transparency. Offer a brief explanation of what qualifies a business for your green label. Whether it’s third-party certifications (like Green Key or the EU Ecolabel), locally-sourced food, or zero-waste operations – make the criteria clear.

Visit Copenhagen, Denmark goes a step further with its Green Experience category. On listings like sustainable restaurants, they describe what makes each place green, helping travelers understand the impact of their choices.

Incentive
Use your green label program as an incentive for local partners. Publicly recognizing sustainable practices encourages more businesses to get certified or improve their operations. DMOs can offer guidelines or partnerships to help more businesses meet the criteria. DMOs can promote the visibility the businesses will gain through the DMO website and in marketing.

Even if your destination is just beginning its responsible travel journey, adding green labels is a low-cost, high-impact way to start. You’re not only helping travelers make better choices, you’re also sending a clear message that your destination values sustainability.