About GDS-Movement
The GDS-Movement is a pioneering, international change agency that acts to catalyse socio-economic and environmental transformation in cities and regions. We envision thriving places and communities activated by regenerative tourism and events.
Our mission is to empower people with the mindsets, skill sets, and toolsets to create regenerative destinations to visit, meet, and live in.
Our History
Embarking on a Sustainable Journey: The Evolution of the GDS-Movement
The GDS-Movement evolved from the Global Destination Sustainability Index (GDS-Index); one of the world’s most-trusted performance improvement programme to assess and accelerate the progress of a destination´s regenerative journey. It measures, benchmarks, and enhances the sustainability strategies, action plans, and initiatives of destination management organisations, municipal authorities, and their tourism supply chains, globally.
It originated from the Scandinavian Destination Sustainability Index, created by 15 cities and co-founded in 2016 by the International Congress and Convention Association (ICCA), City Destinations Alliance (CityDNA), IMEX Group, and MCI. The GDS-Index offers an unparalleled resource for visitors and event planners looking for destinations that offer the best in sustainable performance and for indicators of sustainable tourism development.
Led by Guy Bigwood, a seasoned consultant with 17 years of experience in driving sustainability initiatives, the movement aims to advance regenerative destination management and sustainable events. Guy’s leadership has earned him 22 sustainability awards, including the Events Industry Council Pacesetter Award, and recognition as a Fellow of the Institute of Environmental Management and Assessment. He leads a dedicated team of changemakers committed to accelerating sustainability efforts and sustainable city examples. Get to know them here.
In the world of destination sustainability, every step forward is a triumph for people, places, and the planet. The GDS-Movement, born from the vision of creating a more sustainable future for destinations, has a story that traces back to before climate denialism was the norm.
Our Contributions
At GDS-Movement, we take corporate responsibility seriously. In our ongoing commitment to supporting regenerative tourism, climate action, and community empowerment, we support projects benefiting climate mitigation, biodiversity, education, and systemic transformation.
We choose certified projects of high calibre with assured, long-term impact.
- In 2025, we enlarged the Global Destination Sustainability Forest to 616 trees as part of Trees for Life, an institution regenerating the Scottish Highlands, helping to rewild the degraded lands on an estate near Loch Ness in Glenmoriston. We also adopted gorillas with the Gorilla Fund on behalf of the Faculty and graduates of the Autumn cohort of the 2024 GDS-ICCA-CityDNA Certificate in Regenerative Destination Management. We removed CO2 with Climate+‘s carbon removal credits (Verified Emissions Reductions or VERs) supporting the CarbonSinkGroup.
- In 2024, we prevented 924 kilograms of plastic from entering the ocean or waterways and supported an African Penguin and Seabird Sanctuary. We also offset the unavoidable emissions for the 2024 GDS-Forum with south pole‘s carbon reduction credits: 30 tonnes of CO2 emissions through carbon offsets with a water purification programme in Uganda; 33 tonnes of CO2 emissions through carbon offsets with a hydropower project in Vietnam.
- In 2023, we supported a hydroelectric project in Sumatra, Indonesia.
- You can read more about our ongoing efforts here.
We encourage you to support these and other high-quality, certified projects.
Our Timeline
2010
Birth - Planting the Seeds of Change
The journey began in the vibrant city of Gothenburg, where the seeds of the Scandinavian Destination Sustainability Index were sown. It was a collaborative effort, igniting the spark that would eventually light the way for destinations worldwide.
2012
Baby Steps - The First Green Shoots
The first benchmarking results sprouted to life, giving birth to the Scandinavian Destination Sustainability Index. It was a moment of promise, a testament to the power of collective action in the pursuit of sustainability.
2015
Going Global - Spreading Our Wings
The concept thrived, and in a momentous turn of events, ICCA Scandinavian Chapter, ICCA, IMEX, and MCI joined hands, signing an MOU to create the Global Destination Sustainability Index. The movement was no longer confined to Scandinavia; it was ready to embrace the world.
2017
Growing Partnerships - Unity in Diversity
European Cities Marketing, now known as City Destinations Alliance or CityDNA, forged a powerful alliance with the GDS-Index. It marked a significant stride towards a more inclusive and collaborative approach to sustainability.
2019
Growing Destinations - Nurturing Change
With 50 destinations on board, the GDS-Index celebrated a milestone. The movement was gaining momentum, and the impact was beginning to ripple across the globe.
2020
Regeneration - Breathing New Life into Destinations
As the world grappled with unprecedented challenges, the Global Destination Sustainability Movement emerged as a beacon of hope. Its services expanded to encompass consulting, education, and training, signalling a commitment to the regeneration of destinations.
2021
Reset - Adapting and Thriving
In the face of a global pandemic, the movement saw an opportunity for reflection and re-evaluation. Sustainability remained at the forefront, with tailored Feeling the Pulse webinars providing vital support to destinations. The launch of GDS-Academy, in partnership with ICCA and City Destinations Alliance, marked a pivotal moment in education for regenerative destination management.
2022
Refine - Surpassing Pre-Pandemic Peaks
The year's GDS-Index data painted a promising picture - participating destinations were surpassing pre-pandemic sustainability levels. GDS-Consulting branched out into events, while GDS-Academy gained momentum, crafting bespoke programmes for destinations.
2023
Expand - Charting New Territories
In collaboration with #Meet4impact, we delved more deeply into our expertise and honed our climate focus. Regenerative Event Management trends took centre stage in workshops, while the GDS-Index family welcomed over 100 destinations. The regional tourism landscape flourished, with national bodies taking active interest, and our in-house GDS-Academy Masterclasses found resonance worldwide. To celebrate this collective journey, we proudly launched the GDS-Forum and a brand-new Impact award.
2024
Catalyse – Waves of Transformation
Annual refinements to the GDS-Index were more sharply aligned with the escalating need for positive change in areas like visitor management and climate. We deepened our active, practical support of national and regional tourism organisations with notable initiatives coming out of Destination Canada and the Destination North East England. GDS-Academy launched 2 new masterclasses focused on climate, and sustainable and regenerative tourism for beginners. GDS-Forum welcomed over 100 destination professionals from organisations all around the world to reimagine the possible together.
2025
Formalise - Refining and Complying
As Directives evolved for countries and companies doing business in the EU, the GDS-Index enjoyed a Forbes feature. GDS-Research helped concerned destinations get ahead of the sustainability reporting and messaging regulations curve with a co-authored white paper on the fast-evolving topic. GDS-Research also supported business events to do better through research into funding positive change through subventions.
Memberships & Collaborations
