In a world where climate concerns and overtourism threaten the future of travel, a quiet but powerful movement is taking root in Southeast Asia. Now in its third year, the Good Travel Stories initiative proves that tourism can be a force for good when it prioritizes not just profits but also people and the planet.
Spearheaded by the Society for Sustainable Tourism (SST) under the leadership of president and CEO Susan Santos De Cardenas, the initiative goes beyond greenwashing and buzzwords. “It’s not just about certification,” De Cardenas said. “We train, support, and recognize businesses that are making a real difference.”
At its core, Good Travel Stories is about shifting the narrative. Instead of treating sustainability as an afterthought or marketing tactic, participating hotels, resorts, tour operators, and community enterprises embed it into their DNA. The program recognizes those who meet the “triple bottom line”: People, Planet, Profit.
Chroma Hospitality’s country manager James Montenegro said it best: “Sustainability isn’t a finish line—it’s a promise we try to renew every day.” That spirit echoes across participating brands like Discovery Island Resort Coron, Quest Hotels, Savoy Hotel, and Natures Village, each of which shared real, replicable practices during a recent panel organized by SST.
Quest Hotels, for example, formed a dedicated Sustainability Council after the pandemic. The group rolled out environmental and social programs that included marine life rehabilitation, a vermicomposting program, and partnerships with Accessible Philippines to hire differently-abled workers. “We realized sustainability is not just about a few highlights here and there,” said Quest’s representative Patty Piedra, “but a holistic approach that considers the environment and people.”
Discovery Island Resort in Coron took similar strides, becoming the first in its region to secure key environmental certifications. For them, sustainability runs through every operational detail—from design to waste management. Other properties have installed rooftop gardens to cut down on food waste and carbon emissions.
The competition portion of Good Travel Stories adds another layer. Open to tourism-related businesses across Southeast Asia, entries are judged not just on feel-good storytelling, but on measurable impact. “We want initiatives backed by data,” De Cardenas said. “This isn’t about fluff—it’s about real results.”
With entries categorized into nature, culture, and community, the initiative is building a growing ecosystem of replicable, localized success stories. Winners will be featured globally, including at the Green Destinations Conference in Montpellier, France, and could be shortlisted for the ITB Berlin awards.
De Cardenas believes this kind of recognition matters. “Travelers are becoming more green,” she said. “Every year, more guests want to stay at sustainable properties and learn how to travel responsibly.” In fact, platforms like Expedia and TripAdvisor now automatically prioritize certified properties—proof that the tide is turning.
But De Cardenas doesn’t want the Philippines or Southeast Asia to play catch-up. “Let’s future-proof the tourism industry,” she said. “Let’s turn sustainability into strategy, and strategy into stories that become global inspiration.”
For SST and its partners, that inspiration is already taking shape. With training programs now reaching over 100 tourism villages in Indonesia and growing interest from Thailand, Vietnam, and Laos, Good Travel Stories is helping lead the charge toward regenerative tourism.
As De Cardenas bluntly put it: “We are already consuming nine planets’ worth of resources. Sustainability is no longer enough—we must regenerate.”
And if this movement continues to grow, it just might.
