Tourism Australia has launched Green is Our Gold, a new sustainability initiative that invites tourism businesses of all sizes to unite behind a shared promise to protect Australia’s natural environments, cultures and communities for generations to come.
Unveiled at the Destination Australia Conference in March 2026, the initiative responds to a clear shift in traveller expectations, with more than three quarters of visitors now considering sustainability important when making travel decisions.
Green is Our Gold provides a practical way for tourism operators to demonstrate their commitment to responsible tourism, without the need for formal accreditation or compliance requirements.
What is the Green and Gold Promise?
At the heart of the program is the Green and Gold Promise – a voluntary pledge that tourism and business events organisations can make to support sustainable visitor behaviour and continuous improvement across the tourism sector.
Businesses who sign up are asked to embrace five guiding principles:
- Celebrate Community: Support local people and businesses.
- Embrace Culture: Share Australia’s heritage, including First Nations stories.
- Preserve Place: Protect natural and built environments.
- Respect Wildlife: Ensure unique native animals continue to thrive.
- Take Care: Encourage visitors to travel responsibly, like a local.
Each principle is supported by simple practical actions that businesses can share with visitors, helping shape positive experiences while reducing environmental and social impact.
Why it matters for Midwest Victoria
Midwest Victoria’s appeal is built on its landscapes, heritage, wildlife, food, wine and strong local communities – values that closely align with the Green is Our Gold principles.
By taking part in the Promise, local tourism businesses have an opportunity to:
- Strengthen visitor trust and meet growing demand for sustainable experiences
- Align with national destination marketing and messaging
- Showcase the region’s commitment to caring for place and community
What you receive by signing up
Businesses who commit to the Green and Gold Promise gain access to a practical toolkit including resources, guidance and ready-to-use messaging to help communicate sustainability values with visitors across various touchpoints – from websites and bookings to on-the-ground experiences.
Get involved
We encourage you to sign up for the Promise as part of our shared commitment to responsible tourism.
By working together, we can continue to deliver exceptional visitor experiences while protecting what makes the region so special.