New Green Key labels are known

Inspirational moment to spread sustainable vision more widely

Green Key is not just another label for accommodation. Behind the Green Key icon is the non-profit organisation GoodPlanet, which wants to make sustainability more accessible and simple through education and inspiration. That was exactly what happened during the presentation of the Green Key labels on 27 January 2025 at Center Parcs De Vossemeren in Lommel.

For more than 25 years, GoodPlanet vzw has used a positive, educational way to raise awareness about the importance of sustainability. For children, young people and adults as well as for companies. The latter part translates for Flanders into Green Key. "Green Key is the international sustainability label for accommodation, MICE venues, attractions and restaurants," says project manager Jorine Vermeer. "Worldwide, more than 6,700 businesses have already been certified in 77 countries. The label makes visible which tourism operators are working sustainably. This year, there are 23 laureates in Flanders, bringing the total to 210 labels."

Inspire each other

Green Key is coordinated by GoodPlanet, with the support of Tourism Flanders. Those wishing to receive the label must meet strict standards. "Candidates for the label start with a self-test and are then visited by an auditor. He gives advice and comes back in the second year to check if everything is ok and give further suggestions. At that point, the lodgings already have the label," Jorine explains. "An independent jury with members from Tourism Flanders, OVAM and Horeca Vlaanderen then selects the laureates."

The annual presentation of the new Green Key labels is immediately a time for networking and sharing best practices. The event is organised with the support of Tourism Flanders and Ecolab. "We are not only presenting the new Green Key labels," Jorine explains. "We provide speakers and activities to inspire each other to keep growing in sustainability. This year, we chose Center Parcs De Vossemeren as the venue. They have the label and are currently developing a Green Key game for visitors. To reach even more players in the sector, this year we also invited tourism operators without Green Key certification. In this way, we want to promote sustainability more widely and make the benefits of the label clear. We think this is important because tourism is responsible for eight per cent of global greenhouse gas emissions. If everything stays as it is, that will rise to 25 per cent by 2030."

Advice and support

Besides the official presentation of the certificates, attendees were treated to an inspiration session of eco-comedy by Low Impact Man Steven Vromman. There was also a choice of several sessions with practical insights and valuable tips to integrate sustainable business into daily activities. There was a guided tour of Center Parcs, a session on regenerative tourism with Thomas De Sterck of Sur La Iri, one on combating food waste with Pieterjan Deraeve of FoodWIN and also sustainability advisor Guido Francque came to speak about sustainable hospitality.

"Sustainability has been a hot topic for some time," says Sofie Luyten, programme director b2b at GoodPlanet. "It's a trade-off where you have to look at the full picture. Green Key supports you to make wise choices, build and test your sustainable vision. If something doesn't work right away, that shouldn't put you off. There is a multitude of rules and labels. We are there to support you in that."