5th Green Key Slovenia Conference: Certification Is Not the Destination, but an Opportunity for Further Development
More than 100 participants gathered at Brdo pri Kranju to discuss the future of environmental certification, credible sustainability commitments and business opportunities in tourism.
Brdo pri Kranju, Slovenia, 12 October 2026 – More than 100 representatives from tourism, hospitality, business, destination management, the public sector and professional organisations gathered at the Congress Centre Brdo for the 5th Green Key Slovenia Conference. Organised by DOVES – FEE Slovenia under the slogan “Unlocking Green Solutions Through Blue Steps”, the event explored the role of environmental certification in responsible business practices, the development of new opportunities and the long-term competitiveness of Slovenian tourism.
The conference opened with welcome addresses by Fiorenzo Lupieri, President of DOVES – FEE Slovenia; M.Sc. Boris Šušmak, National Coordinator of the Green Key programme in Slovenia; and Marina Ferfolja from the Slovenian Tourist Board (STB). A representative of Barjans, the conference's gold sponsor, also addressed the participants.
New European requirements put credibility in the spotlight
The future of environmental certification is increasingly shaped by stricter requirements for transparency, substantiation of environmental claims and the prevention of greenwashing.
Finn Bolding Thomsen, International Director of the Green Key programme, presented the programme's revised criteria and certification procedures, explaining their significance in the context of the European Directive on Empowering Consumers for the Green Transition (EmpCo).
From 27 September 2026, national measures implementing the Directive apply, strengthening the rules on environmental claims and sustainability labels while providing consumers with greater protection against greenwashing.
In response to these developments, Green Key has introduced revised criteria, certification procedures and rules, which came into effect on 1 October 2026. The updated system provides for independent verification of compliance and independent certification decisions, while existing certificate holders benefit from a transitional period to adapt to the new requirements.
The message is clear: sustainability claims must be supported by verifiable evidence, and certification must be based on transparent and credible procedures.
From certification to tangible business opportunities
How can sustainability commitments be translated into everyday business practice? Representatives of Matjaževa domačija & Zidanica Škatlar, NEU Residences, Sovita and Galerija okusov shared examples of good practice. Their experiences highlighted different approaches to responsible resource management, improving business processes, working with local communities and creating higher-quality guest experiences.
The question of whether sustainability certification is an end in itself or merely the beginning of further progress was at the heart of the panel discussion, “Is Sustainability Certification the Destination or the Gateway?” The discussion was moderated by Meta Pavlin Avdić, a sustainability communications expert and Strategic Director at prvi.prvi agency.
The panel brought together Marina Ferfolja of the Slovenian Tourist Board; M.Sc. Borut Fakin, President of the Primorska Chamber of Commerce and Director of Vinakoper; Tonja Rojnić, Head of Tourism at the Development and Social Institute of Radlje ob Dravi; and Gašper Puhan, Director and Owner of Galerija okusov.
Drawing on perspectives from national tourism policy, business, destination development and fine dining, the panellists explored the value of certification, the business opportunities it can create and the shared responsibility of stakeholders in developing sustainable tourism.
The discussion emphasised that the true value of a certificate lies not simply in obtaining it, but in the changes it encourages — from more responsible business decisions to stronger cooperation and greater value for guests, local communities and the wider economy.
Certification is not the finish line. It is a starting point for further development, continuous improvement and responsible decision-making.
Effective communication is another essential part of sustainability. In her expert presentation, Meta Pavlin Avdić explored how organisations can communicate their sustainability efforts and achievements clearly, authentically and credibly, highlighting why messages must be grounded in concrete action and verifiable facts.
Andrej Težak – Tešky added a different perspective to the programme with a stand-up performance, bringing humour and a relaxed atmosphere to the discussion of serious issues.
Collaboration as the foundation for future progress
Beyond the professional programme, the conference highlighted the importance of personal encounters, sharing experiences and building connections. The question “Can We Connect?” served not only as an invitation to network, but also as a call for closer cooperation between tourism businesses, destinations, the wider business community, professional institutions and the public sector.
The different perspectives and experiences shared at the conference confirmed that the future of sustainable tourism depends not only on criteria, certificates and strategies, but above all on putting them into practice. Knowledge exchange, collaboration across sectors and a willingness to develop joint solutions are essential to turning sustainability ambitions into tangible results.
Shared goals. Different paths. One direction.
Partnerships that go beyond supporting an event
The conference's emphasis on collaboration was also reflected in its organisation. Companies and organisations from a range of sectors provided financial, material and other forms of support, helping create a space for professional debate, the exchange of experiences and new partnerships.
The conference was supported by Barjans as gold sponsor; SURF and Ecolab as silver sponsors; and NEU Residences and Makom as bronze sponsors.
Additional support came from Radenska, Zdravilišče Radenci, Atlantic Grupa – Barcaffè, Gold Restaurant & Hotel, Radgonske gorice, Klet Brda, Gostišče pri Francki, Matjaževa domačija & Zidanica Škatlar and BeEko. Each contributed in its own way to the successful delivery of the conference and the overall experience of its participants.
The involvement of sponsors and partners demonstrated one of the conference's central messages: bringing together different sectors, expertise and interests can create opportunities that extend far beyond a single event.
DOVES – FEE Slovenia would like to thank all sponsors, partners, speakers and participants whose support, knowledge and experience helped make this year's conference a success. Their willingness to collaborate is a reminder that meaningful progress towards sustainability begins with people and is achieved through collective action.
Green Key and the EU Empowering Consumers for the Green Transition Directive
From 27 September 2026, EU Member States are required to apply the measures implementing Directive (EU) 2024/825 on Empowering Consumers for the Green Transition (EmpCo). The Directive introduces stronger protections against misleading environmental claims and aims to ensure that consumers receive clear, credible and verifiable information when making decisions.
In recent years, Green Key has worked to ensure that its criteria, certification processes, and policies are aligned with these new requirements. From 1 October 2026, Green Key’s new criteria, new processes, and new policies will take effect.
Requirements for certification schemes
Green Key has developed its certification scheme in line with EmpCo requirements:
Open and transparent participation: Green Key is open under transparent, fair, and non-discriminatory terms to all establishments willing and able to comply with the scheme’s requirements.
Stakeholder-informed criteria: Green Key’s criteria are developed by the Foundation for Environmental Education (FEE), as the Green Key scheme owner, in consultation with relevant experts and stakeholders.
Procedures for non-conformity: Green Key has established procedures for addressing non-conformity with its requirements, including provisions for the suspension or withdrawal of certification.
Independent monitoring: Participating establishments’ conformity with Green Key requirements is monitored through a standardised procedure carried out by independent and competent third-party auditors. The certification scheme has been developed in alignment with ISO/IEC 17065:2012.
Independent certification
FEE has appointed Audit Independer Group as Green Key’s independent Certification Body, effective from 1 October 2026.
Audit Independer will be in charge of the agreements with and assignments of the third-party auditors, the certification decision, the surveillance activities, suspension, and withdrawal and appeals and complaints. FEE remains the owner of the Green Key scheme and is responsible for its overall development, including its criteria.
External confirmation of alignment with ISO/IEC 17065:2012
As part of the development of the new certification system, FEE presented the Green Key scheme to DANAK, the Danish national accreditation body, for evaluation against ISO/IEC 17065:2012.
On 25 September 2026, FEE received confirmation from DANAK that it had evaluated the Green Key certification scheme and found it to be aligned with ISO/IEC 17065:2012 and suitable for accreditation.
Green Key Launches New 2026–2031 New Criteria and Certification Process
Green Key is transitioning from its current certification process to a new one, effective September 2026. The update brings an updated structure, revised criteria, and changes to the application tool.
A Five-Part Certification Process
The new certification process consists of five parts:
Submission of application documents
On-site certification audit
Certification decision
Ongoing conformity during the certification period
Renewal of certification
The process typically takes 4–6 months, depending on factors such as documentation completeness, auditor availability, and the Certification Body's decision time.
For more information, visit Green Key — Certification Process 2026-2031.
Office Closure
Green Key offices worldwide will be closed from 27 September to 1 October 2026 to transition to the new criteria and certification process.
Changes to the Application Tool
Our application tools will also be under update during this transition. Establishments may experience temporary downtime around this period as systems are updated with the new criteria and processes. Access will be restored once the update is complete.
Stricter Rules on Environmental Claims
The Empowering Consumers for the Green Transition Directive (EmpCo), applicable from 27 September 2026, strengthens requirements around environmental claims and sustainability labels. As consumer protection rules evolve, it is increasingly important that environmental claims are accurate and supported by evidence.
Green Key invites all certified establishments to review any information shared about Green Key and related environmental claims, whether online, via email, or on-site. Establishments with doubts about their Green Key information are encouraged to get in touch.
Participation Costs
Full details on participation costs are available at Green Key — Participation Costs 2026-2027.
The Green Key International Team
Green Key expanding in Armenia
Green Key Armenia is pleased to announce that on 24 June, 2026, Tsaghkadzor Marriott Hotel was awarded the Green Key certificate, becoming the fifth Green Key-certified establishment in Armenia and the first certified hotel located outside the capital city of Yerevan.
This certification is an important step for the development of sustainable tourism in Armenia. It shows that environmental responsibility is no longer limited to the capital and is now spreading to regional tourism destinations. As one of Armenia’s most visited mountain resorts, Tsaghkadzor plays an important role in the country’s tourism industry, making this achievement especially meaningful.
Tsaghkadzor Marriott Hotel has demonstrated a strong commitment to sustainable practices through its daily operations and engagement with the local community. The hotel is one of the first establishments in the region that has introduced waste sorting and recycling measures, helping reduce the amount of material sent to landfill and encouraging more responsible waste management practices in the region. By taking these steps, the hotel is contributing to the wider effort to protect Armenia’s natural environment and promote sustainable development.
Another important feature of the hotel is its close connection to nature. Located in a beautiful mountain setting, the property has created hiking trails behind the hotel. These trails allow guests to explore the forests and landscapes of Tsaghkadzor, enjoy outdoor activities, and discover the natural beauty of the area. By encouraging visitors to experience nature in a responsible way, the hotel helps raise awareness about the importance of protecting local ecosystems and preserving natural resources for future generations.
Green Key Armenia congratulates the entire team of Tsaghkadzor Marriott Hotel on this achievement and thanks them for their commitment to responsible tourism. We look forward to seeing more regional hotels and tourism establishments join the Green Key programme and contribute to a more sustainable future for Armenia’s tourism sector.
The process has been coordinated by Innovative Solutions for Sustainable Development of Communities (ISSD) NGO, the National Operator of Green Key programme in Armenia. ISSD’s work ensures that more Armenian businesses can become part of this global movement for sustainability.
Green Key Welcomes New TSCA Minimum Standards for Sustainable Tourism Certification
New baseline standards strengthen consistency, credibility and transparency across tourism certification worldwide
The Tourism Sustainability Certifications Alliance (TSCA) today announced the release of its new TSCA Minimum Standards, establishing a globally aligned baseline for sustainable tourism certifications and marking a major milestone in the evolution of credible sustainability assurance for the travel and tourism sector.
TSCA founding members have certified over 19,000 tourism businesses, organisations and destinations worldwide and collectively represent more than 30 years of leadership in sustainable tourism certification. The new Minimum Standards provide a common framework for sustainability certification while allowing certification bodies to maintain their own unique methodologies and additional requirements.
The release of the TSCA Minimum Standards comes at a time when tourism businesses face increasing expectations from consumers, governments and regulators regarding sustainability performance and environmental claims. TSCA has identified emerging regulatory frameworks, including consumer protection laws and green claims legislation, as key drivers for greater alignment and credibility in sustainability certification.
The release includes two distinct Minimum Standards. The Tourism Business Standard for tourism businesses, including accommodation providers and tour operators, is structured around four core sustainability themes: (1) Sustainability Management; (2) Labour Rights and Working Conditions; (3) Local Community; and (4) Environment and Biodiversity. The Destination Standard similarly contains criteria that are based around the four core themes of destination stewardship: (1) Destination Management; (2) Environment; (3) Socio-cultural; and (4) Economy. Together, these standards establish the baseline requirements that must be met to achieve credible sustainability certification through TSCA member certification schemes.
“In an era of growing demand for sustainable travel, businesses and travellers should be able to trust that sustainability certification stands for something meaningful, wherever in the world it is awarded,” said TSCA Chairperson Elissa Keenan.
“By drawing on decades of collective expertise from leading certification organisations, the TSCA has created standards that can be implemented across diverse tourism markets and destinations, while also supporting consistency between certification schemes and strengthening confidence in sustainability claims made across the tourism industry,” added TSCA Chairperson Elissa Keenan.
“From FEE and Green Key, we are happy to be an active part of TSCA. We welcome the announcement of the new TSCA standards, and we are aligning our new Green Key criteria/explanatory notes for 2026-2031 with the TSCA Standard for tourism businesses” said Finn Bolding Thomsen, Green Key International Director.
Developed Through Global Collaboration
The TSCA Minimum Standards were developed through a comprehensive collaborative process involving member organisations and extensive stakeholder consultation. The standards were informed by two consultation rounds involving certification bodies, tourism businesses, industry associations, non-governmental organisations (NGOs) and sustainability experts. Feedback received throughout the process was reviewed and incorporated to ensure the standards are practical, globally relevant and aligned with internationally recognised sustainability principles. The development process reflects TSCA’s commitment to transparency, consensus-building and continuous improvement.
Strengthening Confidence in Certification
TSCA member organisations have committed to incorporating these minimum requirements into their own certification programs, ensuring a shared baseline across the Alliance while retaining the ability to apply additional criteria and requirements where appropriate.
Certification delivered by TSCA members using the Minimum Standards will help tourism businesses and destinations better manage their environmental, social and economic impacts, improve transparency and accountability, and create lasting benefits for communities, visitors and natural environments.
A Global Alliance for Sustainable Tourism
Formed in 2024, the Tourism Sustainability Certifications Alliance is a collaboration of leading sustainable travel and tourism certification organisations from around the world. TSCA’s mission is to harmonise sustainability criteria and standards, creating a common internationally recognised language for sustainable tourism certification. Through collaboration and knowledge sharing, the TSCA works to ensure that certification remains credible, accessible and responsive to evolving consumer expectations, industry needs and regulatory requirements.
Web: tourismsustainability.org
For more information about the TSCA Minimum Standards, visit:TSCA Standards
Foundation for Environmental Education appoints Audit Independer Group as Green Key International’s Certification Body Copenhagen, Denmark
11 August 2026
Photo credit: Regent Porto, Montenegro
Growing Sustainability Together at Radisson Blu Hotel, St. Gallen
Radisson Blu Hotel, St. Gallen staff
At the Green Key certified Radisson Blu Hotel, St. Gallen, sustainability is part of the daily operations and driven by the people behind the hotel. Through local sourcing, responsible resource management, and community engagement, they continuously work towards a more sustainable future for the hospitality industry.
Growing Green Through Community Collaboration
One of the most meaningful initiatives is the herb garden, which has been part of the hotel for several years. While the garden is maintained throughout the year by the Head of Technical Service, Benyamin Ekhlasi, and his team, this year's planting was carried out in collaboration with students from Obvita, a local educational and social institution.
The project combines community engagement with environmental responsibility and provides a practical way to raise awareness of sustainability while contributing to local biodiversity.
Radisson Blu Hotel, St. Gallen vegetable and herb garden
This year's planting was carried out in collaboration with students from Obvita, a local educational and social institution.
The herb garden includes a variety of herbs such as mint, thyme, and parsley, alongside many other seasonal herbs. These are used in food and beverage outlets, allowing guests to enjoy ingredients harvested directly from the garden in selected dishes and drinks.
To further conserve resources, rainwater harvesting is used to water the herbs and surrounding plants. This simple but effective solution helps reduce water consumption while supporting the growth of the garden throughout the season.
Like many outdoor sustainability projects, the herb garden also comes with challenges. The changing weather conditions throughout the year require continuous care and attention to ensure that the herbs and plants remain healthy and productive.
Small Actions, Meaningful Impact
Radisson Blu Hotel St. Gallen seeks to promote regional businesses while reducing transportation distances and works with regional suppliers and proudly offer local products, including Appenzeller cheese, fresh bread, and seasonal produce.
In addition, this Green Key certified establishment implements practical measures like focusing digital communication to reduce paper consumption, refillable soap dispensers, waste separation and recycling, and seasonal menu planning that follows regional availability.
By supporting local partnerships and implementing practical measures consistently, hotels can create a positive impact every day.
About Radisson Blu Hotel, St. Gallen
Radisson Blu Hotel, St. Gallen is committed to responsible hospitality and continuous improvement through its Green Key certification and sustainable practices. We believe that sustainability is most successful when it becomes part of everyday routines and when local communities, employees and partners work together towards a common goal.
Rethinking housekeeping: from visible actions to operational environmental measures
Less visible to guests. Relevant to operational to impact.
In hospitality, environmental stewardship is often communicated through what guests can see.
For example, guest behaviours such as towel reuse, turning off lights, and declining stayover cleaning make choices visible. These actions do contribute, but they often unintentionally place the responsibility in the hands of the guest.
These measures may contribute to lower resource use, depending on how they are implemented, but the largest part of a hotel’s environmental impact is not decided by what guests occasionally choose.
Instead, impact is largely determined by what the hotel consistently does behind the scenes. Housekeeping is where one of the biggest opportunities remains under leveraged and under communicated.
Operational decisions that are not visible to guests, such as purchasing choices, dosing systems, training, laundry settings, and waste handling are other large contributors.
For this reason, Green Key International partners with organisations that deliver practical, measurable sustainability impact. One such partner is Diversey, supporting hotels in embedding measurable sustainability into housekeeping operations, from product choices and dosing precision to waste reduction and resource efficiency.
“Green housekeeping” is not only about cleaning less
Too often, sustainability in housekeeping is reduced to guest-facing options such as: Book a “Green Stay.” or Would you like to contribute to a more sustainable stay? Skip the daily cleaning of your room and you reduce the use of cleaning products, detergents, water, and energy.
It is a visible action and an easy message to communicate. And yes, it does contribute to reducing environmental impact. But it also subtly shifts the responsibility in communication towards the guest. And more importantly: It only addresses a fraction of the impact.
Communications should avoid implying that guest communication in room cleaning alone defines the environmental performance of housekeeping. It is more accurate to explain that such measures are only one part of a broader operational approach.
Where responsibility and improvement opportunity truly lies
The real impact of housekeeping is not decided by the moments guests opt out.
It is determined by the thousands of recurring operational decisions that hotels make every day.
Decisions about:
which products are purchased and used
how they are dosed and applied
which materials are selected and used
how often they are replaced
how water and energy are managed and how waste is reduced
how staff is (re)trained
These are not guest choices. They are hotel choices.
Skipping stayover cleaning saves resources.
But optimising the entire housekeeping system multiplies that impact significantly across more rooms and over time.
Examples of operational measures in room cleaning is reviewing introducing, entire housekeeping systems and (re)train staff using controlled dosing equipment and selecting products with concentrated formulations supported by relevant third-party certifications where applicable. From durable materials that last hundreds of wash cycles to low-temperature laundry processes that reduce energy use.
The effect of these measures depends on the products used, the baseline process, and how consistently the system is applied.
And together, they define the true environmental footprint of housekeeping.
From Ready-To-Use to concentrated formulations
By switching from Ready‑To‑Use products to high-concentrates used with controlled dosing systems, hotels reduce transport volumes, packaging waste, and the risk of over‑dosing.
This not only lowers the environmental footprint but also ensures consistent cleaning performance across teams.
To illustrate this impact: switching from a ready-to-use glass cleaner to a highly concentrated alternative can reduce product-related emissions per square meter by up to 90%. The primary driver is eliminating the transport of water already added to conventional products: concentrates are shipped with only the active ingredients and are diluted with water on-site when needed. This reduces transport weight, packaging requirements, and associated emissions. None of these gains depend on guest participation but is designed into the system.
An untapped opportunity in communication
What we see across the industry is not always a lack of action. It is a gap in how this action is communicated clearly. Hotels tend to communicate what is easy to explain: what the guest can decide. But there is far greater value in explaining the operational measures the hotel has implemented and the scope of those measures.
Because this is where credibility is built. This is where trust grows. This is where sustainability shifts from a request to the guest to a commitment by the hotel.
From guest choice to clearer explanation
The next step for a more compliant approach in hospitality is not to stop engaging guests, but to rebalance the messaging: from "Help us reduce our impact" to "Here are the housekeeping measures we use to reduce resource use"; inviting guests to participate in a system already designed to perform. Green housekeeping is an operational discipline, and it should be communicated as such. Not as a broad, unsupported environmental promise, but as a set of concrete, evidenced practices: staff training, dosing controls, laundry settings, waste reduction, and recognised certifications where applicable.
This distinction is also becoming a legal requirement. From 27 September 2026, the EU's Empowering Consumers for the Green Transition Directive (ECD) will require every environmental claim made to European consumers to be specific, substantiated, and independently verified. Because in the end, guests do not only want to participate in sustainability. They want to believe in it.
Myanmar’s first Green Key certified hotel
Green Key is pleased to announce that Mercure Yangon Kaba Aye has become the first Green Key certified establishment in Myanmar. The certification was awarded following a comprehensive auditing and documentation process, confirming the hotel’s compliance with Green Key’s rigorous environmental and social responsibility criteria.
The establishment demonstrates strong environmental commitment with a broad range of initiatives, from cutting down on plastic waste to promoting sustainable transport means, with bicycle rentals and electric vehicle charging stations at the hotel.
To reduce plastic waste, Mercure Yangon Kaba Aye has decided to replace plastic bottles with sustainable glass jars, ensuring a refreshing and more responsible stay for every guest. This switch required extra care from the team to refill the jars many times a day, as no glass bottled water is available on the market.
Besides, the hotel is paying attention to food waste and has implemented a "No Food Waste Day" at the staff canteen on the 21st of every month. To help control food waste, leftover items are repurposed, while cut fruits can be transformed into fruit juice.
Sustainability even extends beyond hotel operations and into the wider community. This commitment to responsible action is reflected in community initiatives, such as a staff-led cleaning campaign around the Kaba Aye Pagoda area, where team members applied their sustainability training to help create a cleaner environment for residents and visitors. The hotel also demonstrated its dedication to community welfare during local fuel shortages by distributing cold drinks and water to people waiting in long queues under the heat, offering practical support during a challenging period.
Mercure Yangon Kaba Aye also launched a collaboration with FXB, an international NGO dedicated to eradicating poverty, promoting fundamental rights, and helping communities. By working with FXB, Mercure Yangon Kaba Aye contributes to a sustainable future where vulnerable communities can thrive.