Can an event be both environmentally responsible and financially viable? This was the central question explored at the latest BestCities Community Cafe, “Green is the New Gold: Counting the Cost of Sustainable Events.” The session brought together industry leaders to dismantle the myth that sustainability comes at an unaffordable premium, arguing instead that it is becoming a core driver of success and innovation.
Moderated by Loren Christie, Managing Director of BestCities Global Alliance, the discussion featured practical case studies and strategic insights from Bridget Barbieri, Event Manager at the European Society of Gastrointestinal Endoscopy (ESGE); Susan De Bievre, Advisor for the World Federation of Societies of Anaesthesiologists (WFSA); and Milda Salciute, Director of Events and Academy at the Global Destination Sustainability (GDS) Movement.
The conversation made it clear that the industry has reached a tipping point. As Christie noted, a recent PCMA survey showed that the percentage of planners including sustainability in their RFPs jumped from 30% to 60% in a single year. “This is the direction that the industry is going,” he stated, setting the stage for a conversation focused not on if we should be sustainable, but how to do it smartly and cost-effectively.
Here are the key insights from the session:
1. Strategy Before Spending: The Power of a Plan
A recurring theme was the need for a deliberate, strategic approach rather than a collection of random green initiatives. Milda Salciute introduced the Hannuwa Process, a systematic framework that begins with understanding an event’s entire “impact ecosystem.” This involves mapping out all stakeholders—from suppliers and venues to attendees and the local community—and engaging them from the very beginning.
Bridget Barbieri’s experience with ESGE reinforced this, highlighting the critical role of organizational buy-in. The creation of a dedicated “Green Endoscopy Working Group” within her society provided the background support and mandate needed to implement changes. “That support from within the society itself… is a really critical step,” Barbieri explained. A clear strategy, co-created with key partners, ensures that sustainability efforts are focused, measurable, and aligned with the organization’s goals.
2. It’s a Journey, Not a Destination
For organizations feeling overwhelmed, the panelists’ advice was unanimous: start small and build momentum. Barbieri described ESGE’s approach as a “journey which we’ve actually just only started,” emphasizing learning-by-doing.
Practical, high-impact first steps discussed include:
- Rethinking Catering: Switching to a predominantly vegetarian menu can significantly reduce both carbon footprint and cost.
- Eliminating Waste: Moving away from printed programs, single-use signage, and congress bags saves money and resources.
- Engaging the Destination: Working with the local destination marketing organization (DMO) can unlock support, from subsidized public transport tickets for delegates (as achieved in Berlin and Dublin) to connections with certified local suppliers.
3. The Power of Pioneering: Sparking Industry Change
Sometimes, making a real impact requires a bold, unconventional move. Susan De Bievre shared a fascinating case study from the WFSA’s congress in Singapore, where they partnered with MiniWiz to create a “zero-waste” society booth made entirely from recycled consumer and exhibition waste.
While acknowledging the booth’s aesthetic was “pretty ugly” and less flexible than a traditional stand, De Bievre emphasized its true value. “What it did do was it raised the attention of our industry partners of what they could achieve,” she said. Though no major partners adopted the booth for that event, the project initiated crucial conversations and has led to ongoing discussions. This proves that a pioneering—even imperfect—initiative can act as a powerful catalyst for wider industry change.
4. Rethinking the Budget: The “Overall Cost” Mindset
One of the most valuable takeaways was the need to shift from a line-item budget perspective to an “overall cost” mindset. “We can save somewhere, but we can then invest somewhere else,” Salciute noted.
For example, the savings from eliminating printed programs or choosing a more affordable vegetarian menu can be reallocated to invest in higher-cost, higher-impact items like recycled carpets or digital signage. The goal isn’t for every sustainable choice to be cheaper, but for the overall event budget to remain balanced while achieving significant environmental and social gains.
5. Lean on Your Partners: You Don’t Have to Do It Alone
No organization has to navigate the path to sustainability alone. The panelists stressed the importance of collaboration.
- Destinations: DMOs are increasingly equipped with sustainability experts and resources to help events succeed. “Destinations, we’re there to help be the brokers and put you in contact with the right people,” said Christie.
- Suppliers: As Barbieri noted, many suppliers are now “ahead of the game” on sustainability. Asking them about their policies and practices upfront can reveal existing solutions and dedicated support.
- Sponsors: Salciute suggested creating sustainability-focused sponsorship packages, allowing partners to invest directly in green initiatives and generating a new revenue stream to fund them.
Ultimately, the session painted a picture of an industry in transition, where sustainability is evolving from a cost center to a value driver. By adopting a strategic, collaborative, and measured approach, event organizers can successfully balance their budgets with the needs of the biosphere, proving that green truly is the new gold.
Planning Greener Events: Your Free Toolkit for Sustainable Event Resources
The journey to hosting more sustainable events can feel overwhelming, with planners often citing cost and a lack of clear guidance as major barriers. However, as highlighted in the BestCities Community Cafe, a wealth of high-quality, free resources is available to demystify the process and empower planners to make impactful, cost-effective changes.
Whether you’re taking your first steps or looking to refine your strategy, this toolkit provides a curated list of free resources to guide you on your sustainability journey.
1. Foundational Frameworks & Guiding Principles
Before diving into specific actions, it’s helpful to understand the bigger picture. These resources provide the strategic foundation for your efforts.
- Global Destination Sustainability (GDS) Movement: The organization of panelist Milda Salciute, the GDS Movement is a leader in sustainable tourism and events. Their website offers foundational knowledge, insightful articles, and access to the Hannuwa Process, a systematic guide for embedding sustainability into your events.
- Resource: GDS Movement Website
- The United Nations Sustainable Development Goals (SDGs): The 17 SDGs are the global blueprint for a sustainable future. Aligning your event’s sustainability goals with relevant SDGs (like Goal 12: Responsible Consumption and Production, or Goal 13: Climate Action) provides a credible and universally understood framework.
- Resource: The 17 Goals
- Net Zero Carbon Events: An industry initiative to address climate change. In November 2021, world leaders met in Glasgow, Scotland at COP26 to present how their countries will achieve the 50% reduction in carbon emissions by 2030 in order to deliver on the Paris Agreement. At this meeting, the Net Zero Carbon Events Pledge was launched with over 100 first signatories, setting out the events industry’s commitment to play its role in addressing climate change.
2. Measurement & Reporting Tools
You can’t manage what you don’t measure. Calculating your event’s carbon footprint is a critical first step to understanding your impact and identifying areas for improvement.
- MyClimate: Mentioned by panelist Bridget Barbieri, MyClimate offers a range of carbon calculation tools. While full event consulting is a paid service, they provide free, user-friendly calculators for flights, cars, and households that can help planners grasp the fundamentals of emissions calculations.
- Resource: MyClimate Carbon Calculators
- Zeero Events (formerly Trees4Events): Used by the BestCities Global Alliance, this is another tool focused on calculating and offsetting event-related emissions. Exploring their methodology can provide valuable insights.
- Resource: Zeero Events
- UNFCCC Carbon Footprint Calculator: The United Nations Framework Convention on Climate Change offers a calculator to help organizations understand their climate impact, a useful tool for benchmarking.
- Resource: UNFCCC Climate Neutral Now Calculator
3. Industry Standards & Certifications (Free Information)
While official certification costs money, understanding the standards is free and provides a clear roadmap of what best practice looks like.
- ISO 20121: Sustainable Events: This is the international standard for sustainable event management. The official document must be purchased, but the ISO website offers a free overview of its principles, framework, and benefits, which can guide your internal processes.
- Resource: ISO 20121 Overview
- Events Industry Council (EIC) Sustainable Event Standards: The EIC has developed comprehensive standards covering everything from destination selection to marketing materials. Their website is a treasure trove of free articles, webinars, and glossary terms that break down the key components of a sustainable event.
4. Inspiration, Case Studies & Education
Learning from the successes and challenges of others is one of the most effective ways to advance your own practice.
- BestCities Global Alliance Resources: The BestCities website features recordings of all their Community Cafes (including this one), articles, and case studies from their 13 partner destinations, all focused on creating a positive impact.
- Sustainability Hub for Events (SHE): Mentioned by Loren Christie, this new platform aims to be a central aggregator of the world’s best sustainability resources for the events industry. It’s a one-stop-shop for case studies, research, and tools from leading organizations.
- Resource: SHE Website
- IMEX Group – Nature Positive: IMEX has made sustainability a core pillar of its trade shows and educational content. Their website features a wealth of free articles, research reports, and post-show content dedicated to building a more regenerative events industry.
- Resource: IMEX – Our Approach to Nature
5. Finding Sustainable Partners
Your event’s sustainability is only as strong as your partners. These resources help you find destinations and suppliers who share your commitment.
- The GDS-Index: The leading sustainability benchmarking program for destinations. The publicly available index ranks cities based on their environmental and social performance, making it an invaluable free tool for shortlisting destinations that have a proven commitment to sustainability.
- Resource: GDS-Index Results
- Destination Marketing Organization (DMO) Websites: As highlighted in the session, destinations like Berlin, Dublin, and Singapore have robust sustainability programs. Before sourcing, explore the DMO’s website for dedicated sustainability sections, lists of certified local suppliers, and information on potential subvention schemes for green events.
- Resource: explore the BestCities partner cities here.