It’s no secret that the world’s most sustainable cities think their forward-looking views on the environment will attract more visitors. But what’s less known is whether being green makes them worth a visit.
What are the most sustainable cities? According to the latest Global Destination Sustainability Index (GDSI), they are Helsinki; Gothenburg, Sweden; Copenhagen; Bergen, Norway; and Aarhus, Denmark. (I hope you like Scandinavia.)
The GDSI ranks participating cities’ eco-friendliness, assessing 76 criteria across environmental, social, and economic factors. It gives a snapshot of a city’s sustainability performance and highlights areas for improvement. Although it isn’t focused exclusively on tourism, many destination management organizations tout their GDSI scores, hoping it will add to their appeal.
“Being sustainable can have a long-term impact on a city as a tourism destination,” says Evelyn Xiao-Yue Gong, who teaches operations management at Carnegie Mellon University’s Tepper School of Business. “Being rated one of the most sustainable cities in the world increases the visibility of a city, and evokes travelers’ curiosity, both of which are important stimulants for tourism prosperity.”
But Gong says there’s a potential downside. Some visitors may experience inconveniences — like having to recycle or use mass transit instead of driving.
“Nevertheless, these small frictions are typically outweighed by the overall positive push on tourism,” she adds.
But how exactly does that work? Let’s go down the list by ranking.
1. Helsinki
One of the first things you notice about a city like Helsinki is how squeaky clean it is. Every piece of trash is picked up. Every leaf that falls off a tree is raked. “There are bikes everywhere,” says Tampa marketing executive Jasmine Charbonier. “And I mean everywhere.”
I spent several days last year in Helsinki, and tourism officials there told me that they are pursuing sustainability relentlessly.
“We take the visitor experience seriously and sustainability efforts are designed with both residents and travelers in mind,” says Jukka Punamäki, a senior advisor for Helsinki.
But most of the green initiatives are not noticeable to the average visitor. The only place where someone might feel it is in the wallet — all those initiatives cost money, so you could pay more for hotels, restaurants and attractions. (Punamäki says over time, Helsinki’s sustainability efforts will lead to greater efficiencies, reducing costs.)
2. Gothenburg, Sweden
When I visited Gothenburg a few months ago, one of the things I noticed was how normalized their sustainability efforts had become.
“It’s been regarded as the most sustainable city in Europe for numerous years,” says Duncan Greenfield-Turk, a travel advisor. “The city runs practically entirely on renewable energy, and public transport is rather effective, which makes exploration simple without a car.” (Here’s our guide, packed with everything you need to know before your next trip.)
Greenfield-Turk says the culinary scene is a standout. Restaurants like Bhoga concentrate on seasonal, hyperlocal foods. Of course, you can’t miss the cinnamon rolls at Café Husaren.
But there, too, sustainability is not front and center. Gothenburg is known for its food and cultural attractions, and it just happens to be sustainable. Very sustainable.
3. Copenhagen
Denmark’s capital also has a well-earned reputation for being green, as Lizet Wesselman discovered when she recently spent a month there.
“They have an amazing recycling system, which is more extensive than I’ve ever seen anywhere else,” says Wesselman, a blogger who specializes in sustainability. (It is indeed impressive — and complex.) But, she adds, that doesn’t really affect tourists.
“The two biggest things that are relevant for tourists are the extensive bicycle path network and the fact that the whole city seems to be cashless,” she says.
I’ve been touring the world’s most sustainable cities, and was only in Copenhagen briefly last summer. But it certainly left an impression. I’m not sure if visitors will notice its commitment to sustainability or even if they will visit because of its sustainability — but there is no question this city means to be green.
4. Bergen, Norway
“Bergen is one of those places that quietly impresses you,” says Cindy Scott, a videographer and outdoor adventurer. “It doesn’t shout about its sustainability efforts, but you can feel it everywhere. The city just gets it.”
On my last trip to Bergen, I was stunned by the number of EVs on the road. Norway leads the way in EV adoption, and nowhere is that more obvious than Bergen, where you really have to look both ways before crossing the street. You can’t hear the traffic coming.
Scott said as a visitor, she noticed the EVs too, especially the buses. Also, she said the restaurants were proud of their local ingredients, which made them more sustainable. But like other sustainable destinations in Scandinavia, Bergen wasn’t in her face about being green.
5. Aarhus, Denmark
In Aarhus, sustainability is more visible, according to Richard Burgon, who publishes an RV site. But it’s not where you might expect.
“I wasn’t struck by the green spaces or the green technology,” he says. “Rather, it was the extent to which the people living in the areas integrated sustainability in their lives.”
For example, he found a lot of urban farming projects in Aarhus (not unlike the ones I recently reported on in Berlin).
“It felt like something from a futuristic novel,” he says.
There’s a reason behind it. Aarhus has an ambitious plan to invest in green spaces and sustainable design to create a healthier and more livable environment. It’s working toward a goal of becoming carbon neutral by 2030 through a range of initiatives, including increasing the use of renewable energy and reducing waste.
Yes, but should you visit?
A consensus of the travel experts I interviewed for this story was yes, it’s worth going. But no, you probably won’t see a lot of big sustainability projects. It’s small stuff like many multicolored recycling bins, urban gardens, and lots of mass transport and bike paths. And it’s also knowing that you’re supporting a place that aligns with your values — if, indeed, being green matters to you.
Kristin Winkaffe, owner of Winkaffe Global Travel, says for most of her clients, sustainability means visitability.
“People are looking for places that align with their values,” she says, “whether that’s supporting local businesses, enjoying eco-friendly accommodations, or exploring cities that prioritize green spaces and clean energy.”
So if you care about the environment, consider adding one or more of these cities to your “must visit” list, says Jennifer Goff, a travel advisor who specializes in sustainable vacations.
“The revenue directed toward local businesses, artisans, and sustainable programs helps improve infrastructure, provides more opportunities for local entrepreneurs, and creates jobs that are rooted in ethical practices,” she says.
Your visit will have a ripple effect. As tourism increases, other cities will see that sustainability can also affect profitability. And who knows, maybe you’ll see your favorite place on the next GDSI list, which is due in October.
Key takeaways
- Sustainability efforts can enhance a city’s image and long-term tourism appeal.
- Visitors may not always notice the green features—but they often pay more because of them.
- Scandinavian cities are leading the way in eco-tourism, though not marketing it aggressively.
- Supporting sustainable destinations aligns your travel with global environmental goals.
- Eco-conscious travel is becoming a key value driver for today’s tourism decisions.
Pro tip: Before booking a trip to a “green” city, check for eco-certifications on hotels and tours. Supporting certified businesses ensures your money fuels genuine sustainability—not just marketing.
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FAQs
A truly sustainable city reduces its environmental impact while enhancing livability—think clean energy, efficient public transit, and support for local economies. For tourists, it means cleaner air, better food, and smarter infrastructure.
Often, yes. Sustainable infrastructure costs more to build and maintain, which can raise prices on hotels, dining, and activities. But the upside is a healthier, more efficient, and more pleasant experience.
Trends show that more travelers, especially Gen Z and Millennials, prioritize destinations that align with their values, including environmental responsibility. It’s not the only factor—but it’s gaining weight.
Look beyond the brochures. Verify if the city has international certifications (like GDSI), transparent carbon goals, and visible initiatives like green transit or urban farming. Independent third-party recognition helps too.
Yes. Tourism dollars spent on eco-conscious destinations support responsible businesses and create demand for greener infrastructure elsewhere. You vote with your wallet.
✋ Your turn
Have you ever picked a city just because it was “green”? What stood out—or disappointed you? Tell us in the comments.
