Randy Durband is CEO of the Global Sustainable Tourism Council (GSTC), the UN-created NGO that manages global standards for sustainable tourism. In this talk, he advises on how to switch towards a more sustainable management and business model. He clarifies the need for creating standardised protocols and requirements in order to align goals and work together for a better society. He talks about the existing confusion within the travel industry, which emerged by carrying out qualitative research, which can be clarified and fixed by uniformity in the sector. The main takeaways are relevant guidelines to reinforce regulatory codes but also to create a series of common points of measurement. This session is extremely relevant for hotels, tour operators and destinations that can learn how to apply GSTC guidelines and recommendations to certify their level of maturity in sustainable development.