Why sustainability certification is a process or journey, not a destination
Organisations can reap benefits while pursuing sustainability certification, which can extend far beyond the acquisition of the certificate itself, according to Kevin Phun.
It’s a “Good Tourism” Insight. [You too can write a “GT” Insight.]
We have often heard that: “Success is a journey, not a destination”. The second part of the quote is: “The doing is often more important than the outcome.” BrainyQuote attributes these words to tennis player Arthur Ashe.
The journey is the main thing. Enjoy the journey and seize the many opportunities it brings. ‘Success’ may very well come along for the ride.
Some might say that the same principle applies to life in general, and to travel. I would say that it also applies to sustainability certification; the journey through the process of becoming more sustainable rather than an end in itself.
Don’t miss other “Good Tourism” content tagged with ‘Sustainable tourism and regenerative tourism’
Certification is a process through which we discover how far away the current standards of the organisation are to prescribed standards; prescribed standards that are likely to evolve as new technologies and different ways of doing things emerge.
Certification and its renewal is a process of bridging this dynamic gap.
Sustainability certification creates change
The sustainability certification process creates change:
Change in the perspectives and mindsets of all involved; change in the way things are done and in the way processes are designed; and change in how people, including leaders, perceive sustainability to be an opportunity rather than a threat.
In order to maximise the opportunities that an organisation identifies … Read this “Good Tourism” Insight in full at The “Good Tourism” Blog.
