The Global Sustainable Tourism Council (GSTC) has taken a significant step in broadening its sustainability framework with the introduction of a dedicated Food and Beverage Standard. Effective immediately for GSTC-certified hotels, restaurants, and tour operators, the standard mandates that at least 30% of main dishes offered must be plant-based or predominantly plant-based. This move extends the council's criteria beyond traditional areas such as energy efficiency, water conservation, and waste management into the guest-facing realm of dining.
Developed in collaboration with the Lever Foundation, the standard is designed to make sustainability more tangible for travelers. By integrating plant-based options into core menu offerings, GSTC aims to align the hospitality sector with broader environmental goals. Randy Durband, CEO of GSTC, emphasized the strategic importance of this expansion: "The food and beverage service sector is everywhere in the tourism value chain, and the development of the GSTC Food and Beverage Standard marks another meaningful step in expanding the application of global sustainability standards across the tourism industry."
Why Plant-Based? Environmental and Economic Rationale
Research consistently shows that plant-based foods require fewer natural resources—such as land and water—and generate lower greenhouse gas emissions compared to animal-based proteins. By embedding this requirement into its certification framework, GSTC ensures that sustainability commitments are reflected in one of the most visible aspects of hospitality: the dining experience. Nick Cooney, Board Director at Lever Foundation, highlighted the dual benefits: "The new Standard gives hospitality groups, restaurants, and travel F&B operators a concrete minimum to work towards in this important area." Cooney noted that reducing reliance on animal-based ingredients not only lessens environmental impact but also offers economic advantages through potential cost savings and menu diversification.
For travel professionals—from hoteliers to cruise lines and tour operators—this standard introduces a clear, measurable target. Operators such as Marriott International, Accor, and Hilton, which already pursue GSTC certification for many properties, will need to adjust their culinary offerings accordingly. Similarly, cruise lines like MSC Cruises and Carnival Corporation, which operate extensive onboard dining, may find this standard relevant as they seek to enhance their sustainability credentials. The standard applies to all GSTC-certified entities, meaning that tour operators and destination management companies must also ensure their partner restaurants and catering services comply.
The move aligns with broader industry trends. Many airlines, including Singapore Airlines and Qantas, have already expanded plant-based meal options in premium cabins and economy. The new GSTC standard could encourage more carriers to follow suit, particularly those with strong sustainability programs. In the hospitality sector, the standard complements initiatives like Marriott India's recent "Four Trees Per Room" reforestation effort and the growing emphasis on quiet luxury that prioritizes local, seasonal ingredients.
For travel agents and tour operators, the standard offers a new selling point. Clients increasingly seek sustainable travel options, and a GSTC certification that includes a plant-based menu requirement can differentiate a property or itinerary. The standard also intersects with the rise of wellness tourism, as plant-based dining is often associated with health and well-being. The Wellness Tourism Association's recent global standards for retreats similarly emphasize nutrition and sustainability, creating a cohesive framework for operators targeting health-conscious travelers.
Implementation will require menu redesign, staff training, and supply chain adjustments. GSTC-certified hotels and restaurants must ensure that at least 30% of their main dishes—excluding sides, appetizers, and desserts—are plant-based. The standard does not mandate a fully vegetarian or vegan menu but sets a minimum threshold that operators can exceed. For large hotel groups with multiple outlets, this may involve centralizing recipe development and sourcing plant-based proteins from suppliers like Beyond Meat or Impossible Foods, which have already partnered with major hospitality chains.
The standard also has implications for MICE events, where catering is a significant component. Conference venues and event planners seeking GSTC certification will need to offer plant-based options for coffee breaks, lunches, and gala dinners. This could drive innovation in plant-based catering for large groups, a segment that has traditionally relied on meat-heavy menus.
Critics may argue that the 30% threshold is modest, but GSTC positions it as a starting point. The council plans to review the standard periodically and may increase the percentage over time. For now, the focus is on adoption and compliance. Durband stressed that the standard is not about eliminating animal products but about encouraging a shift toward more sustainable choices. "This is about making sustainability visible and actionable for guests," he said.
As the travel industry continues to grapple with its environmental footprint, the GSTC Food and Beverage Standard represents a concrete, measurable step. For hoteliers, cruise operators, and tour companies, it is both a challenge and an opportunity—to innovate menus, reduce emissions, and meet the growing demand for sustainable travel experiences.
