Gothenburg Joins Marseille, Rotterdam, Antwerp, and Vancouver in the Explosive Sustainable Travel Craze, Brace Yourself for the Game-Changing Era of Eco-Tourism

Published on November 10, 2025

As global awareness of climate change and environmental degradation continues to rise, travellers worldwide are increasingly reassessing how their journeys impact the planet. Sustainable tourism has quickly shifted from a trend to an urgent necessity. With over-tourism straining ecosystems, carbon emissions from transport, and excessive resource consumption in hospitality, more travellers are actively seeking destinations that prioritise sustainability. These travellers want to stay in places that not only embrace eco-friendly practices but also offer experiences that align with their eco-conscious values.

Among the frontrunners in this movement are five cities across the world: Gothenburg in Sweden, Marseille in France, Rotterdam in the Netherlands, Antwerp in Belgium, and Vancouver in Canada. Each of these cities is making bold strides in promoting sustainable tourism by integrating sustainability into their hotel stays, transportation systems, and broader city planning. These cities are not only investing in eco-friendly accommodations but also crafting urban infrastructures that reduce carbon footprints, conserve natural resources, and protect local communities.

In Gothenburg, Sweden, the city has reached a remarkable achievement, with 88% of hotel rooms eco-certified, setting a global benchmark for green tourism. The city’s sustainability strategy aims to make it a fully sustainable destination by 2030, with an emphasis on eco-certified hotels and renewable energy sources for public transport. Marseille, France, has similarly embraced sustainability through its growing list of Green Key-certified hotels and ambitious €300 million climate plan, which focuses on improving air quality and preserving the natural Mediterranean environment. Rotterdam, in the Netherlands, stands out for its comprehensive Sustainability Policy, which integrates green practices into tourism, from eco-conscious transport to sustainable hotel operations. Meanwhile, Antwerp, Belgium, not only promotes green hotel certification but also focuses on sustainable mobility to ensure both residents and visitors contribute to reducing environmental impact. Finally, Vancouver, Canada, stands as a prime example of sustainable urban tourism, with its Greenest City Action Plan and eco-certified hotels reflecting the city’s commitment to a greener future.

These cities are redefining what it means to travel sustainably, creating experiences that leave a positive mark on the planet rather than a destructive one. Each destination offers a combination of luxury, cultural richness, and environmental responsibility, making them ideal for eco-conscious travellers. As the world continues to embrace sustainability in travel, Gothenburg, Marseille, Rotterdam, Antwerp, and Vancouver are shining examples of how cities can lead the way towards a more sustainable future. By prioritising sustainable hotel stays and green initiatives, these cities offer a roadmap for other destinations to follow, ensuring that future generations can enjoy the beauty of the world without compromising its health.

As global awareness of climate change and environmental degradation continues to rise, travellers worldwide are reassessing how their journeys impact the planet. Sustainable tourism is no longer just a passing trend—it’s an urgent necessity. Faced with the environmental challenges posed by over-tourism, carbon emissions from transport, and excessive resource consumption in hospitality, travellers are increasingly choosing destinations that align with their eco-conscious values. From energy-efficient hotels to green transportation networks, more cities are reshaping their tourism strategies to prioritize sustainability without compromising on the quality of the experience.

Among the cities leading the way in this new travel movement are Gothenburg (Sweden), Marseille (France), Rotterdam (Netherlands), Antwerp (Belgium), and Vancouver (Canada). These cities are not only investing in eco-friendly accommodations, but also implementing sustainable infrastructure and policies to support green travel, making them ideal destinations for conscious travellers seeking to reduce their carbon footprint. Let’s dive deep into how each of these cities is redefining tourism and creating the most sustainable hotel stays worldwide.

The Growing Impact of Sustainable Tourism

Travel and tourism is one of the largest industries globally, accounting for approximately 10% of the world’s GDP and providing jobs for over 10% of the global workforce according to the United Nations World Tourism Organization (UNWTO). While this sector offers vast economic opportunities, it also comes with a heavy environmental toll. The tourism industry is responsible for about 8% of global carbon emissions, driven largely by transportation, hotel stays, and energy-intensive activities that exacerbate climate change.

However, the tides are shifting. Increasingly, sustainable tourism is becoming the new standard. It is no longer only about preserving natural beauty; it is about protecting the environment, promoting local economies, and empowering communities. Sustainable tourism aims to reduce the negative environmental impact of travel while simultaneously enhancing the traveller’s experience. Cities that champion sustainability, from energy-efficient hotels to green transport systems, are setting the stage for a future where tourism and the planet can coexist harmoniously.

Among the pioneers of sustainable tourism, five cities stand out: Gothenburg, Marseille, Rotterdam, Antwerp, and Vancouver. These destinations lead the way with initiatives that reduce carbon footprints, conserve resources, and promote sustainable hotel stays. Let’s explore each city’s sustainability efforts in depth and discover what makes them the perfect destinations for eco-conscious travellers.

Gothenburg, Sweden: A Global Leader in Sustainable Hotel Stays

Gothenburg’s 88% Eco-Certified Hotel Rooms: Setting the Standard for Green Tourism

Nestled on the west coast of Sweden, Gothenburg is a model for sustainable hotel stays. In 2023, the city achieved an extraordinary milestone: 88% of hotel rooms were eco-certified. This remarkable statistic makes Gothenburg one of the greenest hotel cities globally and showcases the city’s commitment to environmental stewardship. This achievement is part of Gothenburg’s long-term sustainability goal, which aims to make the city a fully sustainable destination by 2030. This strategy is spearheaded by Göteborg & Co, the region’s official tourism body, which has laid out concrete plans to incorporate sustainability into every aspect of the city’s tourism sector.

In addition to eco-friendly hotels, Gothenburg has made significant investments in sustainable infrastructure. The city’s public transport system is powered by 99% renewable energy, and by 2030, Gothenburg aims to eliminate fossil fuels from its transport network. This holistic approach to sustainability ensures that visitors can enjoy a low-impact stay without sacrificing comfort or convenience.

Whether you’re staying in a luxury hotel or a boutique guesthouse, you can be confident that your accommodation will feature energy-efficient systems, waste reduction programs, and Nordic Swan Ecolabels, all of which adhere to the city’s high sustainability standards. The commitment to green travel extends beyond hotels, making Gothenburg a premier destination for eco-conscious travellers seeking an immersive, sustainable experience.

Why Gothenburg Stands Out

• 88% of hotel rooms are eco-certified in 2023, a global sustainability benchmark.
• 99% of public transportation runs on renewable energy, with a goal to eliminate fossil fuels by 2030.
• A city that blends sustainability with comfort, ensuring eco-friendly stays without compromising luxury.

Marseille, France: Sustainability Meets Mediterranean Charm

Marseille’s Green Transformation and Growing List of Eco-Certified Hotels

The Mediterranean city of Marseille is one of France’s most vibrant and culturally rich cities. But in recent years, it has also become a leader in sustainable tourism. The city’s commitment to environmental conservation is evident in its growing number of Green Key-certified hotels, with over 48 hotels in the city now holding this prestigious eco-label. Green Key is an internationally recognized certification for environmentally responsible tourism businesses, ensuring that hotels meet strict environmental standards in areas like waste management, energy consumption, and water conservation.

In addition to green hotels, Marseille’s municipal government has launched an ambitious climate-air-energy plan, which aims to improve air quality, conserve biodiversity, and protect water resources. With a €300 million investment, this initiative is transforming the city into a more sustainable destination that balances its cultural heritage with environmental responsibility.

Visiting Marseille offers travellers the unique opportunity to enjoy its stunning Mediterranean coastline and rich history while supporting businesses that prioritize eco-friendly practices. Whether you’re dining in an Ecotable-certified restaurant or staying in a Green Key hotel, your choice to travel sustainably contributes directly to the city’s environmental efforts.

Why Marseille is a Sustainable Destination

• Over 48 Green Key-certified hotels, offering eco-friendly accommodation options.
• A €300 million climate plan designed to improve environmental sustainability in the region.
• A balance of Mediterranean charm and sustainability, offering both luxury and eco-conscious travel experiences.

Rotterdam, Netherlands: A Hub of Innovation in Sustainable Urban Tourism

Rotterdam’s Bold Approach to Sustainable City Planning

Renowned for its modern architecture and innovative spirit, Rotterdam is also a trailblazer in sustainable city tourism. The city has adopted a comprehensive Sustainability Policy that guides every aspect of tourism, from eco-friendly transport options to promoting eco-conscious excursions and sustainable business travel. This forward-thinking approach makes Rotterdam a prime example of how urban spaces can integrate green initiatives while supporting tourism.

Though Rotterdam doesn’t yet boast the same percentage of eco-certified hotel rooms as Gothenburg, the city is still home to a wealth of green accommodation options. The city’s Sustainability Policy 2023 includes clear guidelines for hotels, ensuring that sustainability remains at the core of Rotterdam’s tourism sector. From eco-friendly transport to sustainable hotel operations, Rotterdam is pioneering the future of sustainable tourism in Europe.

Why Rotterdam is Ideal for Eco-Conscious Travellers

• A comprehensive sustainability policy integrated into the city’s tourism sector.
• Innovative green city planning that supports sustainable tourism experiences.
• A pioneering example of how cities can embrace sustainability without sacrificing urban appeal.

Antwerp, Belgium: Eco-Certified Hotels in the Heart of Flanders

Antwerp’s Green Approach to Hospitality and Sustainable Mobility

Known for its fashion scene, artistic heritage, and vibrant cultural life, Antwerp is also at the forefront of sustainable tourism in Flanders. The city is home to eight Green Key-certified hotels, ensuring that visitors have access to environmentally responsible accommodations. This certification guarantees that the hotels adhere to strict standards of energy efficiency, waste reduction, and eco-friendly practices.

Beyond hotels, the city’s provincial government is committed to environmental preservation, managing over 16 parks, woods, and green spaces. Antwerp has also integrated sustainable mobility into its urban development. The Smart Ways to Antwerp initiative encourages eco-friendly transport options, ensuring that both residents and visitors can travel through the city with minimal environmental impact.

Why Antwerp is the Perfect Sustainable Haven

• Eight Green Key-certified hotels, providing eco-friendly accommodation options.
• Smart mobility initiatives promoting sustainable transport in the city.
• A city that blends rich cultural heritage with environmental preservation.

Vancouver, Canada: A Green City with Sustainable Hotel Stays

Vancouver’s Greenest City Action Plan and Eco-Certified Hotels

On the other side of the world, Vancouver in Canada has become a global leader in sustainable urban tourism. The city’s Greenest City 2020 Action Plan aims to make Vancouver one of the greenest cities in the world, with a strong focus on sustainability across multiple sectors, including tourism.

The city’s commitment to green practices is reflected in its eco-certified hotels, many of which have earned the Green Key certification. Vancouver is also home to a comprehensive sustainability ecosystem, with local stakeholders working together to ensure that the city remains an environmentally responsible destination.

Why Vancouver is the Ultimate Sustainable Travel Destination

• Eco-certified hotels across the city ensure environmentally responsible stays.
• A Greenest City Action Plan that supports sustainability in tourism and beyond.
• A stunning natural environment paired with sustainable city planning.

In conclusion, the future of sustainable tourism is already being shaped by cities like Gothenburg, Marseille, Rotterdam, Antwerp, and Vancouver. These destinations have become leaders in the push for a more eco-conscious travel experience. They have proven that it is possible to combine luxury, culture, and sustainability in a way that benefits both the environment and the traveller. Each of these cities has taken bold steps to reduce their carbon footprints, conserve resources, and create sustainable hotel stays that meet the growing demand for eco-friendly travel.

By offering eco-certified hotels, implementing green transportation systems, and prioritising environmental conservation, these cities set an example for others to follow. Whether it’s Gothenburg’s commitment to having 88% of its hotel rooms eco-certified, Marseille’s investment in sustainable infrastructure, Rotterdam’s forward-thinking policies, Antwerp’s focus on mobility, or Vancouver’s comprehensive green initiatives, each city demonstrates that sustainable tourism is not only possible but also necessary for the future of the planet.

As more travellers seek destinations that align with their values, these cities will continue to lead the charge, proving that it is possible to travel responsibly while still enjoying the beauty, culture, and experiences the world has to offer. By choosing these sustainable destinations, travellers can contribute to the preservation of our planet, making their journeys more meaningful and impactful. The future of tourism is sustainable, and these cities are at the forefront of making that vision a reality.

“Travelling greener isn’t about being perfect, it’s about making better choices, one trip at a time. From packing light to choosing ethical experiences, every small action adds up,” said Letitia Smith, Head of Communications at InsureandGo.

“More tourists are now choosing travel experiences that reflect their environmental values, and being able to seethird party verified sustainability information while booking something like accommodation makes that much easier.We were intrigued to see which cities offer the most sustainable hotel options, and hope this data inspires some moreeco-friendly travel planning in the future.”

Source: insureandgo.com