Certification, when based on transparent, objective and measureable procedures, provides a reliable basis for identifying tourism businesses and destinations and their products and services that meet sustainability criteria. It provides guidance for travellers and other purchasers to encourage sustainable consumption patterns and green purchasing. It gives a checklist and targets for businesses to work towards when creating sustainable products and services and supply chains, and is used to improve innovation and market access. Therefore the marketing and branding of certified tourism has become an important feature of sustainable tourism development.

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