The GDS-Index measures and evaluates sustainability performance across approximately 100 destination management organisations, municipal authorities and tourism supply chains, covering environmental, social, supplier and destination management criteria.
A new systems mapping tool developed by researchers at the University of Exeter aims to enhance the programme by illustrating how the 76 sustainability criteria used in the 2024 GDS-Index are interconnected.
According to the research team, the GDS-Index Systems Map demonstrates how actions in areas such as waste management, air quality, transportation and climate action may generate broader impacts across multiple aspects of destination sustainability.
The mapping framework is designed to support destinations in identifying trade-offs, prioritising resources and improving strategic decision-making for visitor economy development.
Guy Bigwood, CEO of the GDS-Movement, said: “We’re very pleased to offer this research in partnership with our esteemed academic partners at the University of Exeter. This white paper turns sustainability measurement into a powerful strategic matrix. By showing how actions connect across the system, it helps destinations prioritise effort where it can deliver the greatest, shared impact. Efficiency is key to sustainability practice, and it’s made much more manageable through this valuable work.”
The findings were presented in the white paper titled “Unlocking systems thinking for destination sustainability performance”. The study is based on analysis of GDS-Index criteria, sub-criteria and guidance, supported by interviews and workshops involving tourism officials, assessors and destination representatives from Berlin, Östersund, Sapporo, Manchester, Adelaide, Bilbao, Basel, Valencia, Wrocław, Banff and Lake Louise, Washington DC, Liverpool, Gothenburg, Melbourne and Montreal.
The report outlines four key observations for destinations using the GDS-Index. These include the interconnected nature of sustainability performance, the identification of “leverage points” capable of influencing multiple sustainability outcomes, the use of “leverage pathways” to support planning and stakeholder engagement, and the evolving role of destination management organisations as coordinators and influencers.
According to the study, the systems map helps destination management organisations better distinguish between areas they directly control and those where they influence outcomes indirectly, such as emissions reduction or municipal waste management.
The report also introduces practical transformation pathways covering circular economy integration, sector-level climate action, community engagement and destination management organisation strategy.
Dr Jose Melenez‐Roman and Christopher Kwesi from the University of Exeter Business School stated jointly: “For too long, sustainability in tourism has been treated as a checklist. This research proves that performance is an ecosystem. By mapping the hidden architecture of the GDS-Index, we are giving destination leaders evidence-based tools to identify leverage points and act with greater clarity and confidence to drive systemic regeneration across their cities.”
The white paper also includes a step-by-step framework for destinations at different stages of sustainability development, covering “Emerging”, “Maturing” and “Advanced” destination profiles
The framework outlines a four-step process focused on mapping control versus influence, tracing upstream and downstream impacts, identifying key stakeholders, and embedding governance and learning processes over time.
According to the announcement, the research has already informed the 2026 GDS-Index methodology and will continue to support future development of the sustainability benchmarking programme.
Tags: Jose Melenez‐Roman Christopher Kwesi University of Exeter Business School Guy Bigwood, GDS-Movement