GSTC collaborates with Content With Purpose for new digital sustainable tourism series

First of its kind 

The Global Sustainable Tourism Council (GSTC) has launched its first global digital travel series, Travel Redefined: Tourism for People and Planet, in partnership with Content With Purpose, the strategic content creator that empowers sustainable development.

As the world embarks on a new era of travel, this dynamic new digital film series supports the urgent need - and growing momentum - for sustainability practices in tourism worldwide. Travel Redefined takes an in-depth look into how sustainable and regenerative tourism supports people, planet, and prosperity by sharing real stories and expert insights from inspiring people and organisations around the world.

With global tourism making a full recovery – the World Tourism Barometer from UN Tourism reported that in Q1 2025, international tourist arrivals grew 5% compared to 2024, putting the industry on track to reach a new record this year – there is an urgency to rethink how the industry operates. 

Climate change, biodiversity loss, and overtourism are pressing challenges that demand action now. 

This landmark digital series is a global call to action to build awareness of tourism’s potential to create positive social, cultural, environmental, and economic change. 

From policymakers, industry leaders, travellers, and changemakers – it’s an invitation to see how tourism can always be part of the solution.

Randy Durband, CEO of GSTC, said: “Travel Redefined is a powerful reminder that every journey holds the potential to leave a positive legacy.

“Many of the featured stories come from GSTC Members who are already putting these values into practice. They serve as real-world examples of what’s possible when sustainability is placed at the heart of tourism.”  

Max Smith, founder and managing director at Content With Purpose, added: “We have embedded sustainability into every step, reflecting our environmental commitments, from using local crews to telling real-life stories that empower communities and protect the planet - proving that a flourishing, sustainable industry isn’t a distant vision. It’s happening right now, and we all have a role to play in this transformation.”

All of the films in the series showcase sustainable best practice and examine the role of tourism in promoting biodiversity conservation, carbon reductions, green mobility, responsible waste practices, equitable economic development, cultural preservation, and accessible experiences. 

Travel Redefined is available to stream online here.