Sustainability accreditation: Is it worth it for small tourism operators?

If you're running a small tourism business, you’ve likely heard a lot about sustainable tourism and responsible travel in recent years. And maybe you've wondered:

“Should I get sustainability accreditation?”

You’re not alone — it’s one of the most common questions we hear from operators across regional and rural Australia. The short answer? It depends on your goals, your market, and how prepared you are to back up the commitment.

Let’s break it down.

What is sustainability accreditation in tourism?

Sustainability accreditation is a formal process that recognises tourism businesses that meet specific environmental, cultural, and social responsibility standards.

There are a number of programs available in Australia, such as:

• Ecotourism Australia’s ECO Certification

• EarthCheck

• Sustainable Tourism Accreditation (via ATIC)

• B Corp certification (for businesses beyond tourism)

These programs assess everything from your energy use and waste management to how you support your local community and protect cultural heritage.

Why operators are choosing accreditation

More travellers are actively seeking responsible experiences — and increasingly, they want to support businesses that walk the talk.

Here’s why tourism operators are going green (officially):

• Market differentiation: Stand out in a crowded tourism landscape.

• Customer trust: Accreditation builds confidence and loyalty.

• Grant applications: Sustainability credentials can strengthen your case for funding.

• Trade partnerships: Many tourism bodies, inbound agents and booking platforms favour accredited operators.

• Personal values: For many business owners, it simply aligns with what they believe in.

But is it worth it for small operators?

Here’s the truth: Sustainability accreditation takes time, effort, and (sometimes) money. But many small operators find it pays off — not just financially, but in terms of confidence, credibility, and community impact.

Consider these factors:

You’re already doing the work

If you’re already composting, sourcing local, hiring locals, reducing energy use or working with Traditional Owners, you might already meet many of the requirements — and accreditation can be the cherry on top.

You want to attract high-yield, values-driven travellers

Sustainability-minded travellers are often willing to pay more, stay longer, and recommend experiences they feel good about.

You’re applying for grants or awards

Accreditation adds weight and legitimacy to your submission.

You’re not ready to commit to the process

It does take admin time, documentation, and follow-through. If that’s not something you can prioritise right now, it might be better to wait — or start preparing for next year.

How to get started

If you’re not ready for full accreditation, here are three steps you can take now:

1. Complete a sustainability self-assessment. Use Austrade’s Sustainable Tourism Toolkit to audit your current practices.

2. Choose small actions that make a big impact. Think switching to a renewable energy supplier, creating a sustainability page on your website, or partnering with local suppliers.

3. Book a chat with a tourism sustainability mentor. A little expert support can save you time and make sure your efforts have real impact.

Final thoughts

Sustainability accreditation isn’t just a badge — it’s a business mindset. For many small tourism operators, it’s a valuable step toward future-proofing their business and attracting the kind of guests they truly want.

And yes — in most cases, it’s absolutely worth it.

Want help navigating sustainability accreditation?

We support tourism operators across Australia to choose the right program, understand the process, and turn their values into action.

Explore our Sustainability Accreditation support services and start building a more responsible, resilient tourism business.