The Score is Not the Story: New Whitepaper Urges Destinations to Rethink Tourism Sustainability Indexes

In a context where sustainability has become both a buzzword and a benchmark, a new whitepaper co-developed by City Destinations Alliance (CityDNA) and Simpleview offers a deeper, more strategic reflection on what it truly means for cities to build sustainable futures.

“The Score is Not the Story” questions the growing dependence on sustainability indexes and certifications as proxies for success in urban tourism. Drawing on expert interviews and real-world insights, it invites destinations to move beyond compliance and metrics—and to embrace transformation.

“This whitepaper is a call to action for all of us in the visitor economy. It reminds us that sustainability is not a badge, it’s a journey. At CityDNA, we’re proud to support destinations that are brave enough to ask hard questions and bold enough to lead with purpose. That leadership is already embedded in our Alliance through our well-established CityDNA Sustainability Knowledge Group, a dynamic group of city experts driving innovation and impact, including frontrunners that are Gothenburg and Helsinki, showing what’s possible when strategy is grounded in local realities and collective learning.” emphasised Barbara Jamison-Woods, President of City Destinations Alliance

From Metrics to Meaning

While indexes have helped structure sustainability efforts and create momentum, they often reflect what can be measured rather than what truly matters. The whitepaper highlights the need for destination leaders to reclaim the narrative—prioritising long-term value over short-term visibility.

This publication is part of the VivaCITY Project, a three-year transformation and learning lab launched by City Destinations Alliance and Simpleview designed to futureproof destination management organisations (DMOs). VivaCITY is working on this co-creation project with Helsinki and Torino which also offers peer-learning opportunities to a wider circle of cities. Topics range from data and governance to place identity, sustainability initiatives and regenerative tourism models.

Key Strategic Insights:

  • Measurability vs. Meaning: When performance is reduced to what’s easy to quantify, deeper issues—like resident well-being, equity, or systemic innovation—may be sidelined.
  • Comparability Dilemma: Indexes often aim to enable benchmarking across destinations. Yet cities differ profoundly in context and DNA, making direct comparisons not only flawed but potentially misleading.
  • Frameworks as Starting Points: Indexes can be useful when treated as guideposts—not goals. They help structure early sustainability efforts but must evolve alongside cities’ own visions, values and government targets.
  • Catalysts for Commitment: Despite limitations, indexes can help build internal alignment and political will, especially when used to convene stakeholders around shared ambitions.
  • Policy Pressure Ahead: Even as the Green Claims Directive is withdrawn, the Empowering Consumers for the Green Transition Directive (in force from 2024 and applicable from 2026) will compel cities to substantiate environmental claims with greater rigour and transparency.

“Helsinki has been part of the GDS-Index since its inception. Over the years, the city has steadily improved its performance and finally reached the top position last year. The index has been invaluable in providing a framework for developing sustainable tourism. At the same time, achieving excellence across all areas has required significant effort. But has Helsinki truly focused on what matters the most, in terms of true sustainability in tourism? And now – what comes next? What is our next step?” reflected Jukka Punamäki, Senior Advisor, Tourism at City of Helsinki

“Jukka’s reflection captures the very question this whitepaper sets out to explore. The VivaCITY Whitepaper resonates strongly with us in its call to look beyond metrics and embrace transformation. For Helsinki, the 3-year CityDNA/Simpleview VivaCITY Project offers the opportunity to go deeper, to explore systemic, locally grounded approaches to sustainability that are anchored in data and guided by long-term thinking.” added Barbara Jamison-Woods, President of City Destinations Alliance

“At Simpleview, we believe data should inform destination strategy—not dictate it. This whitepaper reflects our commitment to helping cities use sustainability frameworks to generate insight, foster collaboration, and guide long-term growth. It’s about creating places where both residents and visitors can thrive.” underlined Ryan George, CEO of Simpleview.

Beyond Compliance: Regeneration as Strategy

The whitepaper does not advocate abandoning indexes altogether. Instead, it positions them as a starting point for dialogue, not a final goal. Sustainability must become embedded in cities’ longer term growth plans and development and not used as a short-term measurement.

The next frontier for city destinations lies not in outperforming one another on scores, but in co-designing regenerative systems where tourism actively contributes to the health and resilience of places, people, and the planet.

Read the full whitepaper via the VivaCITY hub:
http://citydestinationsalliance.eu/initiatives/vivacity

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About City Destinations Alliance
We are a knowledge sharing network for cities and urban regions working to unfold the potential of the visitor economy and regenerative tourism. Our vision is for all cities in Europe to flourish as great places to live, work, meet and explore. As a community of professionals, our promise to each other is to always be curious and forward thinking, share our inspiration and never stop learning.

For more information and pictures, please contact:
Bénédicte Lack, press@citydna.eu, +33 380 56 02 03
citydestinationsalliance.eu