Reborn and Green Globe Certification Strengthen Collaboration to Advance Sustainable Tourism in China
Spectacular rainforest in Xishuangbanna Dai Autonomous Prefecture - D&E Journey,
Reborn and Green Globe Certification have strengthened their collaboration to advance sustainable tourism practices across China, reinforcing a shared commitment to credible certification, capacity building, and international alignment in sustainability standards. The partnership brings together Reborn’s deep local expertise and Green Globe Certification’s globally recognised framework to support tourism and hospitality businesses navigating sustainability transitions in an increasingly complex global market.
A central pillar of the collaboration is the establishment of a coordinated certification pathway between Reborn and Green Globe Certification. Through this mechanism, tourism businesses that have already undergone assessment through Reborn may be considered for a priority or pathway‑based review when applying for Green Globe certification. This approach is designed to improve efficiency, reduce duplication of effort, and strengthen confidence in international sustainability certification within the Chinese market.
“Green Globe Certification has already seen strong momentum in China, including the successful certification of leading international hospitality brands such as Club Med and Accor,” said Birte Pelayo, Chief Executive Officer of Green Globe Certification. “By working closely with Reborn and leveraging its extensive networks and local expertise, we see significant opportunity to expand the reach of credible sustainability certification across the Chinese tourism sector and support more businesses on their sustainability journey.”
Songtsam Basomtso Linka
In addition to internationally recognised hospitality brands, a growing number of outstanding Chinese tourism enterprises have also demonstrated strong progress on their sustainability journey by first undergoing assessment through Reborn and subsequently achieving Green Globe certification. These companies represent diverse segments of China’s tourism sector and illustrate how locally driven sustainability initiatives can successfully align with internationally recognised standards.
Notable examples include D&E Journey, Hulunbuir Express Travel Agency, Songtsam Basomtso Linka, Benchmark Adventure, and Shanghai Viva Travel Service Co., Ltd. Each of these organisations has shown a clear commitment to responsible tourism practices, community engagement, and environmental stewardship while meeting the rigorous requirements of international certification.
In parallel, Reborn is supporting the promotion and localised interpretation of Green Globe standards in China. Recognising the importance of cultural and linguistic context, the collaboration focuses on developing Chinese‑language resources, tailored guidance, and targeted industry outreach. These efforts aim to help tourism enterprises better understand international sustainability requirements and translate them into practical, locally relevant actions.
The partnership also emphasises capacity‑building and professional collaboration within China’s tourism sector. Leveraging Reborn’s established presence and industry relationships, Reborn and
Green Globe Certification are exploring opportunities for auditor training, professional development, and structured knowledge exchange.
Beyond certification and training, Reborn and Green Globe Certification are committed to increasing the international visibility of sustainable tourism initiatives emerging from China. Through industry events, forums, and collaborative platforms, the partnership seeks to connect Chinese tourism stakeholders with the global sustainable tourism community.
Together, Reborn and Green Globe Certification view this collaboration as a strategic step toward strengthening trust, transparency, and long‑term impact in sustainable tourism certification across China.
About Reborn
Reborn is a China‑based sustainable travel platform and industry network dedicated to advancing responsible and regenerative tourism practices. The Reborn ecosystem includes more than 1,845 online members, 135 contracted members, over 80 leading high‑end travel agencies in China, and partnerships with around 50 high‑end eco‑conscious destinations worldwide.
Through a range of initiatives, Reborn works to position China’s tourism industry within the global sustainability movement and helps the Chinese travel sector engage with the world under a shared commitment to responsible tourism.
Contact:certification@reborneco.com
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