East Asia & South Pacific
From Mongolia’s wide-open steppes to Fiji’s turquoise reefs, and from Korea’s bustling cities to Japan’s timeless traditions, East Asia and the South Pacific offer some of the world’s most compelling contrasts.

Tourism here is a force for cultural exchange and economic growth, but it also comes with the responsibility to safeguard fragile environments, protect community well-being, and preserve living heritage. The region faces acute sustainability challenges, from overtourism in cultural hotspots such as Kyoto and Seoul’s Bukchon Hanok Village to the climate vulnerability of small island states across the Pacific.

UCSL works with hotels and tour operators across the region to embed sustainability at the highest global standard, with Japan currently the center of our activity.
Why Sustainability Matters in East Asia & South Pacific
  • Heritage and cultural sites face overtourism:
    Destinations such as Kyoto and Seoul’s Bukchon Hanok Village are under pressure from high visitor numbers, creating tensions with residents and risking cultural degradation.
  • Island nations face climate vulnerability:
    Fiji and other Pacific destinations confront rising seas, coral bleaching, and stronger storms, making sustainable tourism central to survival and resilience.
  • Fragile ecosystems require protection:
    Mongolia’s steppe and alpine regions attract niche tourism, but unregulated growth threatens sensitive landscapes and nomadic traditions.



There is a strong relationship between the GSTC Industry Standard for Hotels and Tour Operators and the UN Sustainable Development Goals (SDGs). Achieving GSTC Certification enables businesses to considerably advance towards their SDGs.

The Standard addresses economic, environmental, and social dimensions of sustainability, and includes performance indicators that provide practical tools for contributing to the 2030 Agenda and its 17 Goals.

See how each GSTC criterion corresponds to specific SDGs here.

Meet Our East Asia & South Pacific Lead
UCSL Representative in East Asia and the Pacific
Email: m.neumann@ucsl.eu
Location: Kyoto, Japan
UCSL's presence in the East Asia and the South Pacific is spearheaded by our dedicated regional representative based in Japan. Through the implementation of the GSTC Standards, we are proud to support the region in setting a benchmark for sustainability, creating opportunities for responsible travelers and empowering local stakeholders to thrive.
Martin Neumann
UCSL Representative in East-Asia and the Pacific
Email: m.neumann@ucsl.eu
Location: Kyoto, Japan
My journey into sustainable tourism is driven by a deep belief in creating positive, lasting impact. At UCSL, I am dedicated to guiding tourism organizations toward meaningful, responsible practices. By championing GSTC certification and fostering strong local partnerships, I envision a future where tourism safeguards cultural heritage, enriches communities, and protects our planet.
Being part of UCSL means working alongside passionate professionals who empower local actors, share knowledge openly, and hold ourselves to the same high standards we promote.”
At UCSL, Martin plays a key role in building partnerships and strengthening regional presence across East-Asia and the Pacific. Drawing on his cross-cultural experience and long-standing commitment to sustainability, he helps foster relationships with tourism organizations, supports early-stage engagement with GSTC Certification, and promotes capacity-building within the sector.

Martin’s regional insight and dedication make him an essential part of UCSL’s mission. His contribution helps ensure that UCSL continues to empower tourism businesses across East-Asia and the Pacific to grow responsibly – preserving local culture, protecting the environment, and contributing to the well-being of their communities.
Martin, UCSL’s Regional Representative for East-Asia and the Pacific, is currently based in Japan. With a professional journey that bridges continents and sectors, Martin brings a rare combination of international development expertise, sustainability leadership, and hands-on tourism knowledge to his role.

Originally from Germany, Martin spent many years working across African countries, where he collaborated with governments, development agencies, NGOs, and private-sector stakeholders to advance sustainability in the mining sector. His work centered on developing and implementing auditing and certification processes that promoted long-term development while upholding rigorous environmental and social standards. Beyond the technical dimension, Martin’s approach was deeply people-centered, ensuring that safeguards translated into tangible, lasting benefits for local communities and ecosystems.

This grounding in sustainability systems and impact-led development continues to shape Martin’s approach today. After relocating to Japan, he transitioned into the tourism sector, applying his experience to a new context: the growing need for responsible tourism practices across Asia-Pacific destinations. He has since worked in diverse capacities, from Destination Management Company (DMC) operations to the design of regional tourism strategies. In each of these roles, Martin has been an advocate for aligning tourism growth with community wellbeing and environmental stewardship.
Global Standards, Local Impact, Real Business Results:
Grow Smarter with GSTC Certification
The GSTC Framework gives you the structure to:
  • say sustainability influences their booking decisions (Booking.com Travel & Sustainability Report, 2025)
  • hotels with strong sustainability strategies can reduce costs by up to 30% (Sustainable Hospitality Alliance research)
  • Unlock B2B Opportunities
    Travel agencies and corporate buyers increasingly prioritize GSTC-certified providers
  • 47% of travelers in Asia-Pacific say they favor certified sustainable travel options, the highest rate of any region (Trip.com Group Sustainable Travel Consumer Report 2024)
  • Gain OTA visibility
    Major booking platforms, including Trip.com, Traveloka, Booking.com now prominently feature GSTC-certified hotels
  • Deliver meaningful experiences & protect your destination
    meet demand for authenticity, and preserve what your guests value most
What We Certify
  • From eco-lodges to 5-star resorts, we guide accommodations toward full GSTC certification — helping them align internal operations with sustainability best practices, while also meeting increasing OTA requirements.
    Read more
  • We support community-based, luxury, and niche tour operators to stand out with trusted, third-party GSTC certification — adding transparency and competitive value in a shifting travel landscape.
    Read more
Our Client Stories
  • The assessment, conducted by UCSL, included a rigorous evaluation of Eco Guide Café’s procedures, operations, including their suppliers’ management. The Japanese tour operator showcased that sustainability is embedded throughout every stage of their work, fostering both authentic guest experiences and well-being of local nature and people.
Milestones in GSTC Implementation Across the Region
From regional summits to public-private alliances, East Asia and the South Pacific countries are rapidly embedding sustainability into the future of tourism.
These milestones reflect the growing momentum:
Country Highlights
Japan’s deep respect for culture, nature, and tradition has long shaped the way people travel in the country. From sacred landscapes like Aso’s thousand-year-old grasslands to community-led preservation projects, Japan shows how tourism can reinforce stewardship rather than erode it. This cultural ethos is now finding structure and recognition through the GSTC framework, with businesses, destinations, and policymakers increasingly aligning around global sustainability standards. The recent GSTC Members’ Meeting in Sapporo underscored both the growing demand for certification and the strong call for more training to support its implementation.

Momentum has been building on several fronts. The Japan Tourism Agency and Japan Airlines have both joined GSTC, signaling leadership at both government and industry level. The Japan Sustainable Tourism Standard for Destinations is now recognized by GSTC, providing a benchmark for destinations nationwide. On the ground, engagement has been remarkable: 17 GSTC Sustainable Tourism Trainings were held in 2024, equipping professionals with the knowledge to turn standards into practice. Agoda and GSTC has partnered to build awareness and promote the Standards implementation. GSTC has also taken an active role in major national events, from the Tourism EXPO to the JAFIT National Conference, ensuring sustainability is part of the country’s most influential industry conversations. 
Milestones
Watch, Learn, Get Inspired
South Korea combines rapid urban growth with deep cultural traditions, making sustainability in tourism an increasing national priority. The country has embedded the hifgest global sustainability standard into local practice through the Korea Tourism Organization’s membership in GSTC and the recognition of both the Sustainable City Tourism Destination Standard and the Korean Ecotourism Standard.

Cities and regions are playing an active role: Ulsan Metropolitan City and the Chungbuk Cultural Foundation have become GSTC Members, and a Destination Assessment was carried out at the Hwaseong Fortress in Suwon. On the industry side, GSTC’s partnership with Agoda promotes sustainable lodging across the country, while the Sustainable MICE Management Forum in Seoul demonstrates how event tourism is being aligned with sustainability goals. Collaboration extends further through agreements with Korean partners and participation in major events, including the APEC Workshop on Land Use Planning for Sustainable Tourism and the GSTC Asia-Pacific Conference in Gunsan.
Milestones
Watch, Learn, Get Inspired
The country is at an early stage of embedding global standards, but first steps have been taken to align its tourism development with internationally acknowledged frameworks.

The Mongolian Ministry of Environment and Tourism has joined GSTC, signaling national-level commitment to sustainability in the sector. Through GSTC’s introduction and awareness activities in the country, local stakeholders are beginning to explore how to implement the global standard.

While still in its early phases, this engagement marks an important foundation: Mongolia is opening the door to sustainable tourism practices that balance growth with the protection of its unique environment and traditions.
Milestones
Taiwan is steadily positioning itself as a hub for sustainable hospitality in East Asia. Government initiatives play a strong role: hotels achieving sustainability certification can access subsidies covering up to 80% of their fees, creating powerful incentives for industry adoption.

On the business side, groups like Forte Hotels have joined GSTC, while a series of workshops and trainings, including the GSTC Sustainable Tourism Training in Taichung, built capacity across the sector. GSTC has also contributed to Taiwan’s sustainability dialogue at high-level events such as the International Symposium of Tourism Development for Sustainability and the International Cruise Forum. Education is part of the effort too, with GSTC introduced to tourism students at Ming Chuan University, helping to embed sustainability values in the next generation of professionals.

Together, these initiatives highlight Taiwan’s proactive approach: combining government incentives, industry leadership, and education to align its tourism sector with global sustainability standards.
Milestones
Watch, Learn, Get Inspired
Fiji has become a focal point for sustainable tourism in the region. Tourism Fiji has joined GSTC, while the Pacific Sustainable Tourism Destination Standard has achieved GSTC-recognized status. Regional cooperation is also deepening through the Pacific Sustainable Tourism Policy Framework (PSTPF), developed with the Pacific Tourism Organisation (SPTO) and aligned with GSTC.

Fiji has hosted major sustainability events, including the GSTC2025 Global Conference, which brought together 350 delegates from more than 40 countries, and the Third GSTC Academic Symposium.

With this combination of national leadership, regional collaboration, and global visibility, Fiji is emerging as the South Pacific’s hub for advancing GSTC framework and charting a more resilient path for island tourism.
Milestones
Watch, Learn, Get Inspired
The South Pacific islands share common challenges – climate vulnerability, small-scale economies, and the social impacts of tourism – but also a strong commitment to cultural and environmental stewardship. Many Pacific island nations are beginning to engage with GSTC to strengthen their long-term resilience in fragile island environments.

Vanuatu has taken a national step toward sustainable tourism by joining GSTC through its Department of Tourism. The Cook Islands are building sustainability into their tourism strategy by joining GSTC and hosting destination assessment. Palau has become internationally known for its pioneering eco-pledge, requiring visitors to commit to responsible travel. In Micronesia and Papua New Guinea, GSTC has been introduced through awareness programs and pilot activities.
Milestones
Watch, Learn, Get Inspired
Knowledge Hub
Regional FAQ – Hotels & Tour Operators
in East Asia & South Pacific
Not sure you are ready?
No matter where you are on your sustainability journey – UCSL is here to guide you every step. Whether you need an initial orientation, training, or a GSTC certification assessment, we provide the expertise and support to help your business grow stronger, more resilient, and more trusted in today’s tourism market.

We don't just certify – we co-create lasting change with every partner we serve. Get in touch with our team for an informational call: