“Insanity is doing the same thing over and over again and expecting different results.”
Although this quote is widely attributed to Albert Einstein, historians note that it never appeared in his writings. The phrase first surfaced in a 1981 guidebook for people recovering from addiction published by Narcotics Anonymous, warning readers that repeating the same mistakes while expecting different outcomes is a path to failure.
Yet the sentiment resonates strongly when thinking about climate change and the tourism industry. Too often, the sector continues to operate according to a familiar pattern: business as usual.
More than two decades ago, tourism entrepreneur Justin Francis launched the Responsible Tourism Awards and invited Harold Goodwin to chair the judging panel. Since 2004, the awards have uncovered hundreds of inspiring examples of tourism businesses and destinations choosing to take responsibility, demonstrating that sustainable practices are not only possible but often economically successful.
As industrialist Henry Ford famously remarked: “If you always do what you’ve always done, you’ll always get what you’ve always got.”
The challenge facing responsible tourism today is therefore not a lack of solutions, but the persistence of outdated habits.
Sharing knowledge to accelerate change
Recognising this challenge, Debbie Hindle has convened a panel of European changemakers to exchange ideas and showcase proven initiatives during an upcoming webinar organised by ICRT.global.
The organisation’s mission is simple: to share the collective knowledge of those who have already taken responsibility and demonstrated how tourism can be improved.
Through training programmes, awards, research and events, ICRT.global highlights initiatives that move the industry away from business as usual and towards more sustainable, resilient and successful tourism models.
The philosophy echoes the famous words of Isaac Newton: “If I have seen further, it is by standing on the shoulders of giants.”
By sharing real-world examples of responsible tourism in practice, the aim is to accelerate progress across the industry.
Panel: progress in responsible tourism in Europe
The upcoming webinar will bring together tourism leaders and innovators to discuss practical opportunities for advancing responsible tourism across Europe.
Moderator
Debbie Hindle, Chair, ICRT.global
Panel
- António Buscardini, Founder, Travel Tomorrow
- Ged Brown, Founder, Low Season Traveller and Tourism Seasonality Summit
- Matt Callaghan, Chief Operating Officer, easyJet holidays
- Harold Goodwin, Founder, ICRT.global
European Responsible Tourism Awards highlight innovation
The Responsible Tourism Awards continue to spotlight tourism initiatives delivering measurable impact across Europe.
At the 2025 European Responsible Tourism Awards, several projects stood out.
In the all-inclusive category, Club Marvy in Turkey won Gold, while Castelli Hotel in Greece received Silver. Club Marvy later went on to win the Global award.
In managing waste, Liberty Fabay in Turkey and Skiathos Palace in Greece both received Silver.
In local sourcing and creating shared value, Emotional Sicily in Italy won Silver, while Delphina Hotels and Resorts in Sardinia took Gold and later secured Silver at the Global awards.
The peace, understanding, and inclusivity category saw MEJDI Tours, which organises tours in destinations including Northern Ireland and Bosnia and Herzegovina, win both Gold and the Global award. Via Transilvanica in Romania and Costa Navarino in Greece were awarded Silver.
In climate adaptation and resilience, Barut Hemera in Turkey received Silver.
Finally, in the nature positive category, UK tour operator Naturetrek won Gold and later secured Silver at the Global awards, while VisitBrabant in the Netherlands took Silver.
Full citations for the 2025 winners are available online.
Why entering the awards matters
Participation in the Responsible Tourism Awards is more than a competition. It is an opportunity to showcase initiatives that can inspire others across the industry.
If organisations do not enter the awards, judges cannot highlight their achievements, and other destinations may never learn from their experience.
Equally, if you know of businesses or projects whose efforts deserve wider recognition, encouraging them to apply helps spread innovation across the sector.
2026 responsible tourism award categories
The 2026 European Responsible Tourism Awards will recognise initiatives in the following categories:
- Local economic benefit
- Diversity, equity and inclusion
- Nature positive
- Championing cultural diversity
- Adapting to climate change
- Regenerative tourism
The awards are free to enter. Gold winners automatically go forward to the Global Responsible Tourism Awards, announced in London in November.
Key dates for the 2026 awards
- Launch: January 2026
- Deadline for entries: 3 April 2026
- Announcement of winners: Brussels, June 2026
Webinar: opportunities for responsible tourism in Europe
An online discussion exploring opportunities and best practices in responsible tourism will take place on Monday, 16 March 2026, from 3:00 to 4:00 pm CET. Participants who register will receive a link allowing them to watch the webinar live or later on demand.
