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Unlock This CourseSo far in this topic you've looked at how organisations promote destinations, carry out research, provide funding and share information. Now we turn to three closely linked services that are just as important: advice, consultation, standards and quality.
Think of it this way you wouldn't want to stay in a hotel that called itself "five star" but had broken showers and rude staff. And a small guesthouse owner in rural Wales might not know the best way to attract visitors or meet fire safety rules. This is where tourism organisations step in giving guidance, setting the rules and making sure that what tourists are promised is actually what they get.
Key Definitions:
Tourism organisations at every level local, national and international offer advice to help others make better decisions. This isn't just a nice extra it's a core part of how destinations develop successfully.
National Tourism Organisations (NTOs) and local tourism bodies regularly advise hotels, restaurants, tour operators and attractions on how to improve their services. This might include advice on:
International bodies like the UNWTO advise national governments on tourism policy. This includes guidance on:
Angkor Wat in Cambodia is one of the world's most visited heritage sites, attracting over 2 million tourists a year before COVID-19. The UNWTO worked with the Cambodian government to provide expert advice on managing visitor flows, protecting the ancient temple complex and developing tourism in surrounding communities so that local people benefited economically. The advice covered zoning, ticketing and training local guides showing how international advisory support can shape destination management at a very practical level.
Consultation is different from simply giving advice. It's a two-way process organisations ask for input from a wide range of people before making important decisions. Good consultation means that tourism development is more likely to be accepted, supported and successful.
Effective consultation in tourism involves a wide range of stakeholders people or groups who have an interest in what happens at a destination.
Residents are consulted about how tourism development will affect their daily lives traffic, noise, house prices, cultural change. Their support is essential for long-term success.
Hotels, tour operators, restaurants and transport providers are consulted about proposed changes to regulations, infrastructure or marketing strategies that will affect them directly.
Organisations like WWF or local conservation groups are consulted to make sure that development plans do not damage natural habitats or cultural heritage.
The Lake District National Park Authority regularly consults with local residents, farmers, tourism businesses and environmental groups before approving new visitor facilities or changing access policies. For example, when considering new car parks or visitor centres, the Authority holds public meetings and online consultations. This process ensures that decisions reflect the needs of both visitors and the people who live and work in the area. The Lake District became a UNESCO World Heritage Site in 2017, partly because of its carefully managed approach to balancing tourism and conservation a process that relied heavily on consultation.
Standards are the agreed benchmarks that tourism businesses must or should meet. They exist to protect tourists, support businesses and maintain the reputation of a destination. Without standards, the tourism industry would be unreliable and unsafe.
Standards in tourism can be mandatory (required by law) or voluntary (chosen by the business).
These are set by governments and must be followed by law. Examples include:
These are chosen by businesses that want to demonstrate higher quality or commitment to sustainability. Examples include:
One of the most visible ways that standards are communicated to tourists is through grading schemes. These give businesses a rating usually stars, diamonds or a similar symbol that tells tourists what level of quality to expect.
Grading schemes are usually run by NTOs, tourism associations, or independent bodies. Inspectors visit properties and assess them against a detailed checklist of criteria. The business is then awarded a grade that it can display to attract customers.
VisitEngland operates a star rating scheme for hotels, B&Bs, self-catering and hostels. One star means basic quality; five stars means exceptional. Inspectors check cleanliness, service, food quality and facilities. Participation is voluntary but widely used.
Green Globe is an international sustainability certification for tourism businesses. Companies are assessed on energy use, water conservation, waste management and community engagement. It operates in over 83 countries and is recognised worldwide.
The Blue Flag award is given to beaches and marinas that meet strict standards for water quality, safety, environmental education and management. Run by the Foundation for Environmental Education (FEE), it is one of the world's most recognised eco-labels in tourism.
Spain consistently holds more Blue Flag beach awards than any other country in the world over 600 in recent years. The Blue Flag scheme, managed in Spain by the Association for Environmental and Consumer Education (ADEAC), requires beaches to meet 33 criteria including water quality testing, waste management, lifeguard provision and accessible facilities. For the Costa del Sol, Blue Flag status is a major marketing tool tourists actively seek out Blue Flag beaches because they trust the standard. Local authorities invest in maintaining the award because losing it can directly reduce visitor numbers and income. This is a clear example of how a voluntary quality standard drives real improvements in destination management.
Accreditation goes a step further than grading. It is formal, official recognition that a business, destination or training programme has met a defined set of standards. Accreditation is often given by a respected independent body and carries significant weight with tourists and industry partners.
Examples of accreditation in tourism include:
Dubrovnik's Old City was designated a UNESCO World Heritage Site in 1979. This accreditation brought enormous benefits global recognition, increased tourist interest and significant investment in restoration. However, it also brought responsibilities. UNESCO sets strict guidelines on what can be built or changed within the site. The Croatian government and Dubrovnik's local authority must consult with UNESCO before making major changes. When visitor numbers exceeded 1.5 million per year and threatened the site's integrity, UNESCO warned Croatia that Dubrovnik could be placed on the "endangered" list. This prompted the local authority to introduce visitor caps and cruise ship restrictions showing how accreditation creates both opportunity and accountability.
These three services don't work in isolation they form a continuous cycle that helps destinations improve over time.
Here's how the process typically works in practice:
VisitScotland runs one of the UK's most comprehensive quality assurance programmes for tourism businesses. Trained inspectors visit hotels, B&Bs, self-catering properties, hostels and visitor attractions across Scotland. They assess over 50 criteria including cleanliness, hospitality, food quality and value for money. Businesses that participate receive a star rating (1–5 stars) and can display the VisitScotland quality marque a trusted symbol that tourists recognise. VisitScotland also provides detailed written feedback after each inspection, giving businesses specific advice on how to improve. This combination of standards + advice + accreditation in one scheme is a model example of how these services work together. In 2023, over 2,500 Scottish tourism businesses participated in the scheme.
Standards don't just come from national bodies international organisations play a huge role in setting benchmarks that countries and businesses around the world are encouraged to follow.
The UN World Tourism Organisation publishes guidelines and codes of practice for sustainable tourism development. Its Global Code of Ethics for Tourism sets out principles covering the rights of tourists, the responsibilities of businesses and the protection of host communities. While not legally binding, it is widely respected and used as a framework by governments worldwide.
The International Organisation for Standardisation (ISO) has developed several standards relevant to tourism, including ISO 21101 (adventure tourism safety management) and ISO 13009 (requirements for beach operators). These give businesses a globally recognised framework for managing quality and safety and are particularly useful for operators working across multiple countries.
In the exam, you may be asked to explain how or why organisations provide advice, consultation or quality standards. Always try to link the service to a specific outcome for example: "VisitScotland's quality grading scheme gives tourists confidence that accommodation meets a reliable standard, which encourages them to visit Scotland and spend money in the local economy." This shows you understand the purpose of the service, not just what it is.