Strengthening Destination Sustainability - Isle of Wight case study

Strengthening Destination Sustainability

This blog explores how destinations can integrate sustainability into their tourism strategies. Using the Isle of Wight as an inspiring example, we’ll highlight how proactive, locally tailored initiatives can drive significant progress. We’ll also draw on insights from the TMI sustainability resources, Destination Certification resource, the Tourism Business Sustainability Scheme guide, and the Business and Destination Toolkits to highlight practical approaches any destination can adopt.

Some effective strategies destinations can take include:

• Recognising local businesses for their sustainability efforts – Implementing local sustainability awards or recognition schemes can encourage businesses to take action while promoting a destination’s green credentials.
• Harnessing digital tools to promote sustainable travel – Online mapping systems can guide visitors towards car-free routes, eco-friendly accommodations, and sustainable experiences.
• Embedding sustainability in policy and infrastructure – Aligning transport policies with sustainability goals, such as introducing incentives for public transport use, can help shift visitor behaviour.

The Isle of Wight Case Study

The Isle of Wight has taken proactive steps to strengthen its sustainability efforts, ensuring long-term impact. The island developed its own Isle of Wight Green Tourism Award to recognise businesses committed to sustainability, offering bronze, silver, and gold levels. Within just three months of launching, 14 businesses had been acknowledged for reducing their carbon footprint, promoting green travel, and implementing eco-friendly practices—demonstrating how early-stage sustainability initiatives can drive real progress.

To further embed sustainability into the visitor experience, the Isle of Wight introduced interactive mapping for sustainable travel, developing 52 online maps highlighting car-free routes. These tools not only help visitors explore the island more sustainably via walking, running, cycling, and public transport, but also actively involve local businesses and community members in shaping a greener tourism experience. There were over 1million route views with 1,949 routes downloaded.

A key initiative supporting these efforts was the Isle of Wight Green Bus Pass Scheme, which enabled groups of up to five people to travel by bus for just £1 per day. This forward-thinking incentive significantly reduced private vehicle use, cutting emissions and congestion.  The first 26 trackable journeys used with the pass saved 225,750g of CO2 - equivalent to .26 tonnes of CO2 - that's removing 1,858 car KM off the Island roads, proving how smart transport policies can accelerate sustainability efforts.

What Can Other Destinations Learn from This Approach?

The Isle of Wight’s approach offers valuable insights for destinations seeking to enhance their sustainability credentials. Here are key strategies that can help:

1. Create destination-specific sustainability programmes – Developing tailored awards or recognition schemes can encourage businesses to take ownership of their sustainability efforts and offer a stepping stone for those before formal accreditation.
2. Leverage digital tools for engagement – Online mapping and interactive platforms can guide visitors toward sustainable choices and provide local businesses with a platform to showcase their green credentials.
3. Encourage sustainable transport – Incentives like discounted public transport passes or partnerships with transport providers can help reduce visitor reliance on cars.
4. Align with global best practices –Destinations can follow international sustainability standards, such as the Global Sustainable Tourism Council (GSTC) guidelines, to structure their sustainability efforts or start to work towards green destination certification.
5. Secure funding for long-term sustainability projects – Grant opportunities and well-planned financing strategies can help ensure that sustainability initiatives remain viable.
6. Engage local businesses and communities early – Collaboration between DMOs, business owners, and local stakeholders ensures sustainability initiatives have widespread support and long-term success.

By embedding sustainability into policies, infrastructure, and community engagement, destinations can build a strong foundation that enhances their green credentials and ensures long-term success in responsible tourism.

Share Your Thoughts!

Has your destination implemented sustainability initiatives? What strategies have worked best for you? Share your experiences in the comments below!

If you’re a TMI member, explore our recommended resources for more insights into sustainable tourism here. If you’re not yet a member, reach out to Graham Haynes at ghaynes@tourismse.com for access to expert guidance and sustainability tools.