The Destination d'Excellence Label
A brand new tourism label came into force on 1 May 2024.
A brand new tourism label came into force on 1 May 2024: the “Destination d'Excellence" Label. You have no doubt heard of the stars awarded to hotels, or of those famous blue flags fluttering in the breeze on clean beaches, but do you know what it takes for a destination to be recognised as a genuine tourism gem? No? Then here is everything you need to know!What is the Destination d'Excellence Label?
The Destination d'Excellence Label is a distinction awarded to destinations that not only offer an unrivalled tourism experience, but also commit to sustainable, responsible tourism. Think of it as the Golden Globe of the tourism world, minus the red carpet and the endless speeches!The requirements for obtaining the label1. A commitment to sustainable developmentTo secure this label, a destination has to prove its green credentials. That means everything, from waste management to the preservation of natural areas, must be designed along environmentally sound lines.2. Faultless service qualityService quality is another key pillar of this label. A warm welcome, impeccable service and close attention to detail are essential if visitors are to feel like royalty.3. A rich cultural offeringA strong candidate for this label offers cultural immersion that goes beyond clichéd souvenirs and tourist-trap restaurants. We are talking about genuine interaction with local culture, where every visitor can feel a little more like a local and a little less like an outsider.4. Accessibility and ease of stayEfficient public transport, facilities suited to the needs of people with reduced mobility, and clear information available in several languages are all must-haves. After all, excellence is also about accessibility!Why aim for the Destination d'Excellence Label?
Obtaining this label is not just a matter of pride; it is genuine recognition that helps you stand out. It also attracts more visitors and encourages sustainable practices within the local community. It is open to a range of tourism professionals, including restaurants, accommodation providers, activity and visitor attractions, and transport operators. It is a bit like earning a Michelin star, but for an entire place!The application processThe application procedure is highly precise. Destinations must first submit a detailed application file, which will be assessed by a panel of experts. This file must include concrete evidence of the commitments made in the areas of sustainable development, quality of welcome, cultural offering and accessibility. The label is renewable every five years.If you are a local decision-maker or a tourism operator, why not consider applying for this label? And you, dear guests: on your next getaway, perhaps you will look out for a labelled destination to guarantee an experience of true excellence?
Frequently asked questions
What exactly is the Destination d’Excellence label? It is a distinction awarded to destinations that offer a high-quality visitor experience and commit to sustainable, responsible tourism. It came into force on 1 May 2024. It rewards a whole destination, not a single business.
Who can apply for the label? Local decision-makers and tourism professionals within a destination. The label is open to restaurants, accommodation providers, activity and visitor sites, and transport operators. It is therefore a collective effort, carried by several trades in the same area.
What criteria do you have to meet? Four. A real commitment to sustainability, from waste management to the protection of natural areas. Flawless service quality and a cultural offer that genuinely brings visitors into local life. And accessibility: efficient public transport, infrastructure adapted to people with reduced mobility, and clear information available in several languages.
How does the application work? The process is a demanding one. The destination submits a detailed application file providing concrete evidence of its commitments on sustainability, quality of welcome, cultural offer and accessibility. A panel of experts then assesses the file.
Is the label granted for good? No. It is renewable every five years. A labelled destination therefore has to keep its commitments over time, not only on the day it put its file together.
The table below summarises the label’s four criteria, the professionals concerned and how long it remains valid.
| Element | What the label requires |
|---|---|
| Sustainable development | Waste management and preservation of natural areas |
| Service quality | Warm welcome, flawless services, attention to detail |
| Cultural offering | Genuine immersion in local life, beyond tourist clichés |
| Accessibility | Efficient public transport, adapted infrastructure, information in several languages |
| Professionals concerned | Restaurants, accommodation, activity and visit sites, transport |
| Period of validity | Renewable every five years, with a new application |
