The Global Sustainable Tourism Council (GSTC), a preeminent organization dedicated to advancing sustainable practices within the tourism sector, has officially released its inaugural Food and Beverage Standard. This groundbreaking standard mandates that all GSTC-certified hotels, restaurants, and tour operators must dedicate at least 30% of their menus to plant-based or "predominantly" plant-based offerings. This significant policy shift positions the hospitality industry as a key driver of dietary change, aiming to foster more climate-conscious culinary practices on a global scale.
The new standard, published recently, defines "predominantly" plant-based dishes as those containing minor amounts of animal products—such as dairy, eggs, animal fats, or seasoning components—provided these do not constitute the primary protein source and collectively do not exceed 5% of the dish’s total weight. This nuanced approach acknowledges the complexities of culinary traditions while prioritizing a substantial reduction in animal product consumption.
Founded in 2007 with crucial backing from the United Nations Environment Programme (UNEP) and the World Tourism Organization (UNWTO), the GSTC plays a pivotal role in accrediting independent certification bodies. These bodies rigorously audit tourism businesses against the GSTC’s comprehensive global standards. With over 2,000 GSTC-certified hotels spanning numerous countries, the impact of this new food and beverage directive is poised to be substantial and far-reaching.
A spokesperson for Lever Foundation, a non-profit organization actively assisting hospitality operators in decarbonizing their menus through plant-based strategies, highlighted the implementation timeline. "As with any new standard issued by GSTC, certified hotels are typically provided with a transition period to align their operations before strict enforcement," the spokesperson explained to Green Queen. "However, the new standard is effective immediately. Going forward, this requirement will be an integral part of the assessments conducted by independent auditing bodies during GSTC certification or recertification processes. Consequently, any hotel seeking new certification or undergoing renewal will be required to demonstrate compliance."
While precise figures for properties undergoing review in the immediate future are not available, the spokesperson elaborated on the long-term implications. "With more than 2,000 GSTC-certified hotels worldwide, this requirement will progressively influence a significant portion of this base over the coming certification cycles. This represents a tangible step towards embedding sustainability deep within the operational fabric of the global hospitality industry."
The Environmental Imperative: Why Food Choices Matter in Tourism
The hospitality sector’s environmental footprint is a subject of growing concern. If the hotel industry were considered a nation, it would rank among the top 25% of the world’s largest polluters. A substantial portion of this impact stems from Scope 3 emissions, which account for over 90% of the industry’s carbon footprint. Among these indirect emissions, food procurement emerges as a particularly significant contributor. Research indicates that food sourcing is responsible for an astonishing 62% of a hotel’s food-related emissions, a figure that dwarfs the impact of energy consumption or food waste management.
The environmental toll of hotel dining is further underscored by the fact that a typical hotel meal generates approximately three times the emissions of a home-cooked meal. Alarmingly, animal-derived ingredients alone are responsible for 70% of these food sourcing emissions within the hospitality sector. This stark reality underscores the critical need for protein diversification and a strategic shift towards more sustainable dietary options.
Navigating the New Standard: Flexibility for Diverse Culinary Landscapes
The GSTC’s Food and Beverage Standard has been carefully crafted to accommodate the diverse operational models and culinary traditions found within the hospitality industry. For standard à la carte and buffet-style restaurants, compliance is achieved by ensuring that no less than 30% of the core food offerings are either vegan or predominantly plant-based. It is important to note that beverages, condiments, garnishes, and minor side dishes are excluded from this calculation to maintain focus on primary menu items.
Recognizing the unique challenges posed by menus structured around shared plates or culturally specific meal formats, the standard allows for assessments based on a typical guest meal. In such contexts, hospitality companies can consider the entire meal composition rather than focusing solely on the main protein component. For instance, if traditional meals are consistently served with a variety of plant-based side dishes, mezzes, salads, grains, or vegetables, these elements can be factored into the assessment of whether the overall offering reflects a meaningful plant-forward balance.
For establishments with highly specialized menu structures, such as single-dish concepts, tasting menus, street food vendors, or very small operations where altering proportions might be impractical, the GSTC has outlined alternative compliance pathways. These include reformulating existing dishes to increase the proportion of plant-based ingredients, adjusting portion sizes so that animal protein plays a reduced role within the overall dish, or offering optional plant-rich variations of core menu items.
In instances where none of these menu-based approaches can realistically achieve the 30% threshold, organizations are expected to demonstrate a documented transition strategy. This strategy should outline a clear plan for reducing the use of animal protein per guest meal over time, achievable through recipe reformulation, shifts in purchasing practices, or adjustments in portioning.
The GSTC emphasizes that all certified organizations must be able to articulate clearly and credibly how their chosen compliance approach aligns with their specific concept, cultural context, and operational realities, while demonstrably contributing to reduced climate impacts. This commitment to transparency and measurable environmental benefit is central to the standard’s efficacy.
Industry Reactions and Broader Implications
Randy Durband, CEO of GSTC, expressed his enthusiasm for the new standard, stating, "The food and beverage service sector is integral to every facet of the tourism value chain. The development of the GSTC Food and Beverage Standard marks another significant stride in expanding the application of global sustainability standards across the tourism industry. This progress is a testament to the valuable collaboration and dedication of the numerous contributors involved, and it reinforces GSTC’s unwavering commitment to advancing sustainability throughout the sector, which now encompasses six sets of GSTC Standards."
The inclusion of a "predominantly plant-based" provision has prompted discussions regarding its potential flexibility. When questioned whether this might allow for menus without entirely animal-free options, effectively excluding some consumers, a representative from Lever Foundation clarified. "That is technically possible, but we would not characterize it as a loophole; rather, it reflects the intended design of this specific provision," they stated. "The primary objective here is not to mandate a fully vegan option on every menu, as GSTC’s broader Standard includes a separate provision addressing that specific requirement. Instead, this provision aims to reduce the overall consumption of animal-based ingredients and increase the utilization of plant-based ingredients across a hotel’s menu."
The Lever Foundation representative further elaborated on the practical impact. "Whether that 30% is achieved through exclusively 100% plant-based dishes, exclusively 95%+ plant-based dishes, or a combination of both, the practical effect on animal protein sourcing remains largely the same—a meaningful reduction in either scenario. In practice, we anticipate many hotels will find their place along this spectrum, with some undoubtedly exceeding the 30% mark with fully plant-based dishes. Setting the bar in this manner also renders the requirement more achievable in the short term, which we believe will foster faster and broader adoption than a more stringent, all-or-nothing vegan threshold might."
This new standard from GSTC aligns with and builds upon existing initiatives within the sustainable hospitality movement. Last year, the World Sustainable Hospitality Alliance partnered with the US non-profit Vegan Hospitality to assist its member hotels in expanding plant-based dining solutions and meeting evolving sustainability objectives. The Alliance, which represents 35 leading hotel chains and over 66,000 properties, has previously recommended that the hotel industry reduce its emissions by 30% by the end of the decade, a significant target given its current annual generation of 185 million tonnes of CO2e.
The growing commitment to plant-rich menus is increasingly evident across the globe. IHG Hotels & Resorts, for example, has pledged to make 30% of its menus plant-based across its brands, including Crowne Plaza and Holiday Inn, within the Philippines. Accor, the parent company of prominent brands such as Novotel, Raffles, Pullman, and Ibis, has committed to making half of its global menus meatless by 2030.
In China, a significant wave of adoption is also underway, with at least a dozen leading hotel groups making similar pledges to increase the proportion of plant-based proteins on their menus. These include major players like Accor Hotels and Langham, both aiming for 50% vegan menus by 2030. Other notable commitments come from Orange Hotel and OctaveHotels, which are targeting 70% plant-based menus by the end of 2025, alongside IHG, Marriott, and Dossen Group, each striving for 30% by 2025.
The GSTC’s Food and Beverage Standard represents a crucial step in harmonizing sustainability efforts across the global tourism landscape. By setting clear, measurable targets for plant-based menu composition, the GSTC is not only addressing the significant environmental impact of food consumption in the hospitality sector but also encouraging innovation and a more conscious approach to dining for millions of travelers worldwide. This initiative underscores the growing recognition that sustainable practices are no longer optional but are becoming a fundamental requirement for responsible business operations in the 21st century.
