Gothenburg’ success story is a prime example of how sustainability and economic resilience can go hand in hand – a core goal of the EU-funded "Sustainable EU Tourism – Shaping the Tourism of Tomorrow" initiative. By investing in smart tools, long-term partnerships and measurable changes, the city shows that sustainable tourism does not only benefit the planet, but also businesses.
Looking for your next city break with a conscience? Gothenburg might just be Europe’s best-kept sustainable secret. Nestled on Sweden’s west coast, this buzzing port city has quietly been rewriting the rules of travel, showing the world that eco-friendly does not mean missing out.
A former 2020 European Capital of Smart Tourism, Gothenburg is built for travellers who want it all: great food, world-class events, beautiful landscapes – with less impact on the planet. In fact, a whopping 92% of hotels and all the city’s meeting venues are now environmentally certified. The rest are on their way. Whether you are checking in for a long weekend or attending a green-minded conference, you can do so knowing your stay is part of a much bigger picture.
Want to make your trip even greener? Gothenburg’s Climate Smart Vacation Calculator is a handy digital tool that helps visitors plan trips with a lighter carbon footprint. Meanwhile, organisers of conferences and festivals can benefit from the Event Impact Calculator, already used by more than 300 professionals, to track and improve their events’ environmental and social impact.
But it is not just about clever tools. Gothenburg’s commitment to sustainability is intrinsic to its city planning. For years, the local tourism board has been working hand in hand with businesses to create a tourism model that supports the environment and local communities alike. It is a long game, and it is working. The city consistently ranks top in the Global Destination Sustainability Index, drawing visitors from around the world and increasing bookings across the board.
And the benefits do not stop at the city limits. Gothenburg is eager to share what it has learned offering virtual and in-person study tours, advice, and training sessions for destinations looking to up their sustainability game. Whether you are a casual traveller, an event planner, or someone curious about investing in greener tourism, there is plenty to take away from Sweden’s west coast wonder.
Gothenburg’s success is a prime example of the "Sustainable EU Tourism – Shaping the Tourism of Tomorrow" initiative, driving Europe’s tourism toward a greener, more resilient future.It proves that sustainable travel is not just possible but also inspiring and rewarding.
Eco tip for your visit
Skip the rental car. Gothenburg’s trams, electric buses and bike-friendly streets make it a joy to get around sustainably. And do not miss out on a fika (coffee break) in one of the many eco-certified cafés scattered throughout the city.
Other destinations leading by example in economic sustainability: Borkum (Germany), Burren (Ireland), Copenhagen (Denmark), Dubrovnik (Croatia), Florence (Italy), Lika (Croatia), Ljubljana (Slovenia), Lyon (France), Malta (Malta), Prague (Czech Republic), Saalfelden-Leogang (Austria), Tallinn (Estonia), Turin (Italy). To get inspired by other destinations, check out the compilation of 50 best practice cases.